Teigland 3D Learning Online Education Conference

Learning in 3D:
Bringing a new dimension to enterprise learning and collaboration
Dr. Robin Teigland, aka
Karinda Rhode in SL
Associate Professor
Stockholm School of Economics
www.knowledgenetworking.org
www.slideshare.net/eteigland

Today’s discussion
Introduction and some facts and figures on virtual worlds
A look at education and collaboration in virtual worlds
Stepping into Second Life
Tony O’Driscoll on his new book, Learning in 3D

3
- You on Youtube?
No, Hulu and Itunes, but I lost the USB for my MP3. It’s MIA, so is my GPS.
This PDF won’t show up on my LCD.
Call your ISP.
- I could send them an SMS or look it up on the cookie wiki. So you on Google now?
- No, Bing.
- You are such a Yahoo! Oh, just got poked on Facebook.
From?
My mom wants to know if she can use Paypal for Netflix.
Did she ever sell her Imac on Ebay?
- No, but she got WiFi for the Xbox.
Can we have a real conversation now?
- Sure, can we have it in Second Life?
NPR, Internet’s 40th Birthday, 2009

4
"...when the rate of change outside an organization is greater than the rate of change inside, the end is near...."
Jack Welch…

Did You Know: Shift Happens
http://www.youtube.com/watch?v=jpEnFwiqdx8&feature=fvst
What does this mean for organizations?
5

Information and knowledge
Growth
Human absorptive capacity
Time
Human capacity cannot keep up…
Cohen & Levinthal 1989
6

7
”No one knows everything,
everyone knows something,
all knowledge resides in humanity.”
networks
Adapted from Lévy 1997

8
The wisdom of the crowd
Closed
Expensive
Complex
Accurate
Open
Inexpensive
Simple
Close enough
Accurate
Adapted from Hinton 2007

History tends to repeat itself….Innovation, financial crisis, industrial revolution, …
Microelectronics
Internal combustion engine
Steam engine
Third
industrial
revolution?
Late 18th C
Late 19th C
Late 20th C
9
Schön 2008

A new workforce is appearing…
10
“Digital Immigrants”
“Digital Natives”
Company loyalty
Work ≠ Personal
Learning=Behind the desk
Professional loyalty
Work = Personal
Learning=Fun and games
Mahaley 2008, Merrill Lynch 1999, Beck and Wade, Prensky

A new workforce is appearing
Control
Community
Collaboration
Challenge
Creation
http://www.youtube.com/watch?v=MbX_I2fuqJk
11

12
Using the social web to build relationships, find information and knowledge, solve problems, and learn

13
Increasing pressure on “traditional” organizations
Formal organization/
Hierarchy
Social organization /
Heterarchy
Teigland et al. 2005

Where are the sources of sustainablecompetitiveadvantage?
#1
Brand &
Reputation
Innovation
FIRM
Networks of
relationships
Kay 1993
14

Where are the sources of sustainablecompetitiveadvantage?
#1
Brand &
Reputation
Innovation
FIRM
Networks of
relationships
15

eZ Systems and its open source business model
The eZ ecosystem of relationships
eZ
Partners
Community
Customers
#1 open source content management software
Enterprise open source – “Grow the cake”
60 Employees in 8 countries (Europe & Asia)
230+ Partners
5000+ Customers
30,000+ Community members
www.ez.no
Skien, Norway
16

Innovation in the eZ ecosystem
eZ Software development team
Jill
Jack
Rob
Alex
Who are the company employees?
Jim
Jason
Lisa
George
Jane
Doug
Mary
Bob
Sarah
Flåten et al, 2009
Bill
17

From Brand owners to Brand advocates
18
“Organizations no longer own their brand…rather they should see their brand as a relay race baton that people should pick up and pass on to others.”
Berlin, CEO Silver, 2009

What came first – the community or the company?
19
http://www.youtube.com/watch?v=9VKRbmnqXR4

20
eBay allowed people to sell
their personal items in a worldwide yard sale, the Immersive Internet will
allow people to sell their personal skills and abilities in much the same way.
Kapp & O’Driscoll, 2009

Towards 3D Internet
SENSORY
3D Internet
Thinking
Connected
Web 2.0 Thinking
SecondLife, There Active Worlds,
Entropia, SimsOnline, Club Penguin,Habbo, ToonTown,
World of Warcraft, 3D planets, VSlide, Protosphere
Individual
Web 1.0 Thinking
Facebook, Friendster, Yahoo, Blogger, Wikipedia, eBay, Typepad, LinkedIn. Amazon, MySpace, Textamerica, Delicious, HubPages
Mosaic, Prodigy, Compuserve, AOL, Netscape
Level of Interaction
Time
Hamilton 2008
21

Here Comes the Immersive Internet
O’Driscoll 2009
22

A growing universe of Virtual Worlds
http://www.youtube.com/watch?v=0CijdlYOSPc
23

Around 150 virtual worlds
Q1 2009:
$68 mln invested in 13 virtual world companies

VWS have many different models
25
Around 150 virtual worlds

What are Virtual Worlds?
Persistent, computer-simulated, immersive environments
Shared space/co-presence with possibility for socialization and community
In some cases, ability to manipulate/create content
In some cases, virtual economy and currency
http://www.youtube.com/watch?v=wMOqI3hH9Gs
26

MMOs
Scripted narrative – created by game designers
Goals and objectives, ranking systems
Rules for gameplay, winners and losers
Entertainment only?
Virtual Worlds
Open-ended–built by residents
Social environment, affinity groups
Boundaries for access and building
Commerce, education, innovation, and…?

What financial crisis?
Increasing members
Increasing turnover
Increasing companies
Wonderland
28

Number of Accounts-Age (Cumulative)
39% increase from Q1 2009
29

Two popular Kids & Tweens worlds
40 mln members
135 mln members
30

Building skills in virtual environments
My CV
Leading a virtual team of 30 individuals from across the globe
Creating and successfully executing strategies under pressure
Managing cross-cultural conflict without face-to-face communication
31

“Clearly if social activity migrates to synthetic worlds, economic activity will go there as well.”Castranova
http://www.youtube.com/watch?v=-ahqjBeknT0
32

Gartner’s hype cycle
Virtual Worlds today?
33

Virtual world revenues
USD 3bln in 2009
US spending on virtual goods passes USD 1 bln in 2009
34

Microtransactions business model
Zynga
- Majority revenues comes from 2% to 10% of users who pay $1 an hour to play premium games or buy virtual goods
- Annual sales of about USD 100 mln
Playdom
- Estimated USD 50 mln in sales per year from virtual goods
Social Gaming Network
- Estimated USD 50 mln sales mainly from virtual goods
Weeworld
- Estimated 2008 revenue USD 10 mln+ mainly from virtual goods
Habbo
- Estimated 2008 revenue USD 50 mln from virtual goods - 10% monthly players pay $10.30/month

35
http://www.businessweek.com/technology/content/apr2009/tc20090429_963394_page_2.htm

800,000 users
USD 420 mln turnover 2008
Bank license from Swedish Government in March 2009 to MindArk Bank
36

Entropia Universe by MindArk
Virtual universe with real cash economy
Fixed exchange rate to US Dollar, 1 USD = 10 PED
Five banks auctioned for USD 404,000 in 2007
Real life bank license granted by Swedish Government to MindArk Bank in March 2009
Ability to develop skills and sell virtual goods
Asteroid space resort sold for USD 100,000 in 2005
Jon “Neverdie” Jacobs – Self-made millionaire
Clothes Against Violence – limited edition virtual jackets sold for more than same model of real world jackets
37

Second Life by Linden Lab
1.4 million residents logged in/60 day period
71,200 logged on Monday, Nov 30
Average age=32, 43% female, 55% non-US
Grew 33% in one year to 126 mln at end of 2Q 2009
Economy grew by 94% 2Q 2008-2009
270 Linden dollars ≅ USD 1
350,000 hours of use per day
68,000 people making profit
IT Businessedge, Linden Lab, 2009
38

Self-made millionaires
Jon “Neverdie” Jacobs
Paid USD 100,000 for asteroid space resort
Bank owner in Entropia
Anshe Chung
Started with < USD 10
Community developer
Bank owner in Entropia
http://www.youtube.com/watch?v=Mg4TwOqVprw&feature=related
39

Redgrave – One virtual boutique
Numerous stores selling all kinds of wares and services in-world
International customer base
Easy payment scheme: Microtransactions
Global work force: Microemployees
40

Buying and selling Linden Dollars
https://www.xstreetsl.com/modules.php?name=Currency
http://www.crossworldsxchange.com/
41

Virtual credit
http://www.firstmeta.com/consumers
42

Showcasing current products
IBM’s Green Data Center
43

Co-creating solutions
Philips Design Group
Lead-user innovation workshops
44

Facilitating the virtual workforce
Completely private virtual business worlds offering tools to conduct business and collaborate
Fortune 500: IBM, Intel, Johnson & Johnson, Motorola, Novartis, Unilever
45

Training and education
IFL at SSE and Duke CorporateEducation
Co-developing and running a virtual team buildingexercise
46

Finding and recruiting talent globally
Amazon.com job fair
Benelux job fair
IBM island
Entrepreneurs
Microemployees
47

The future of 3D internet
Before the first plate of aluminum is even bent for production, the passengers will have sat in the plane, the crew will have serviced the plane, and the pilots will have flown the plane.
CEO of Boeing supplier
48

49
From the mobility of goods to the mobility of financial capital to …
...the “mobility” of labor?

50
Will the playing field for SMEs be leveled?
Innovation workshops bring together users from across the globe
Giovacchini et al. 2009

What are the implications for traditional industries?
“Soon all fashion designers will be originating their designs and managing the production in virtual worlds….Why such a dramatic change? Economics, pure and simple.”
Shenlei Winkler,
Director Fashion Research Institute
Learn how to become an SL Fashion Designer at Fashiontech.wordpress.com/
51

Which professions will be revolutionized?
52

53
DN
Aug 20, 1996

54

A wide range of education and training efforts in VWs
55

The University of Texas goes inworld
56
https://blogs.secondlife.com/community/learninginworld/blog/2009/09/15/the-first-statewide-rollout-of-a-virtual-world-learning-environment-the-university-of-texas-system-in-second-life

The last generation to “attend” college?
57
http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-virtual/

58
The future of education & training with VWs?
Distributed
??
Participant
reach
Co-located
High
Low
Degree of
“co-creation”

NEWSFLASH: The Book is FINALLY DONE!
59

Slide: 60
Learning to change: The problem
Knowing
Formal
Content
Topic
Learning
Doing
Informal
Context
Task
Performing
O’Driscoll 2009
60
http://www.flickr.com/photos/hansvandevorst/216877526/

Where does learning take place?
Wenger 1998, Hinton 2007
61

Slide: 62
Learning to change: History lesson
1585-1587
O’Driscoll 2009
62

Learning 2.0=NetWORKing
Getting things done requires good connections, both the human kind and the Internet kind.
Schooling has confused us into thinking that learning was equivalent to pouring content into people’s heads.
.
It’s more practical to think of learning as optimizing our networks.
Jay Cross
63

Learning to change: Mind the TRAP!
Now that we are moving from factory work to anytime, anyplace work, we need an anytime anyplace educational parallel.
- Alvin Toffler
O’Driscoll 2009
64

Escaping FLATland
3D Learning Experience
2D Synchronous Learning
O’Driscoll 2009
65

Immersive internet sensibilities
Sensibilities
Kapp & O’Driscoll 2009
66

3D Global Team Experience
July 16, 2009 @ 7:30 AM EDT
http://www.youtube.com/watch?v=N8XPmp0qGyg
Stockholm School of Economics

Our innovation workshop area
Giovacchini, Teigland, Kuhler, & Helms 2009
68

“Flow” leads to creativity
Four steps
Getting inspired
Knowledge sharing
Brainstorming
Voting
Giovacchini, Teigland, Kuhler, & Helms 2009
69

Training & education programs
Play2train
New employee training, eg policies, organizational culture
Skills training, eg sales
Virtual teaming
70

Other examples
Medical training by Forterra
http://www.youtube.com/watch?v=DDTJJAwf6A4&feature=related
Virtual collaboration by ProtonMedia
http://www.youtube.com/watch?v=hYFolFZ2pRM
Workshop training by Teleplace (Qwaq)
http://www.teleplace.com/solutions/workgroup_training.php
Disaster simulation by Play2Train
http://www.pandemicsimulation.com/irhbtisopodcomp.jpg/view
71
Snapshots by Reynolds 2007

Creating a successfulVirtual Learning Environment (VLE)
Pragmatic
Experience of achieving learning objectives
Sociability
Perception of being a member of a group/community
Usability
Quality of human-computer interactions
Hedonic
Feeling of being mentally stimulated or entertained
72
Flow
State of mind leading to intrinsic reward, one of main drivers of creativity
Adapted from Nambisan & Nambisan 2008

Some 3DLE tips
Initial design
Ensure objectives align with overall organizational strategy: knowledge, attitudes, behaviors
Ensure learning objectives drive design and not technology
Understand the participant profile, eg demographics, learning style
Aim to match between objectives, participants, and context of VW platform
Design
Think freely and do not be restricted by real world
Design based on four VLE components: pragmatic, sociability, usability, hedonic
Keep it simple, do not overdesign
73
Giovacchini et al 2009, Mahaley & Teigland 2009, Kapp & O’Driscoll 2010

Some 3DLE tips (cont’d)
Preparation
Separate learning of technology from learning related to program objectives
Do not underestimate technical challenges, eg running software on various computers, accessing networks
Do not assume younger generation is tech-savvy
Plan for contingencies
Running the event
Ensure adequate time for set-up and initial introduction phase
Have coaches to help solve last minute technical challenges
Overcommunicate logistics to participants
Ensure adequate debriefing
After the event
Conduct follow-up, eg survey or interviews, of participants
Conduct After Action Review
74
Mahaley & Teigland 2009, Kapp & O’Driscoll 2010

Building the business case
Microsoft conducted virtual Global Inclusion Summit
Travel and lodging cost avoidance of $1,617,000
Negative productivity avoidance of 900 Days
Environmental impact avoidance of 450,000 pounds CO2 equivalent
Mercedes-Benz simulated the manufacture of aluminum component
Cost reductions of up to 30% in several areas of vehicle planning
IBM held virtual conference and annual meeting
Savings of USD 250,000 in travel and venue costs
USD 150,000 in productivity gains
Canadian Border Patrol conducted officer training inworld
Grades increased by 37%
75

76
What are the challenges going forward?
What skills and roles are required?
For academics, coaches, program managers, and of course the participants?
How do we get over the “digital immigrant” hurdle?
What does content look like?
Creation in real world for in-world? Or in-world for real world?
Created by program or participants? Or co-created?
How do we escape our real world thinking?
How is the process best facilitated?
Embedding a 3D internet experience in the flow of the learning program?
How do we ensure seamlessness?
Mahaley & Teigland 2009

Improving performance
77
Exploitation
Exploration
Productive
learning
Generative
learning
How do we move from productive learning to generative learning?
March 1991, Kapp & O’Driscoll 2010

78

Some things to do in SL
Take a guided tour at the IBM Business Center
Visit a nuclear power power plant at Science School (Univ of Denver)
Experience a tsunami at Meteora (NOAA)
Learn and experience the holocaust at the Holocaust Museum
Test your health literacy at Healthinfo Island (Group owned)
Diagnose patients at the Respiratory Ward at Imperial College
Fly a plane at Boyington Airfield (Group owned)
Experience schizophrenia at UC Davis
Learn English at ESL (English as a Second Language)
Help make the world greener at Univ of Innsbruck
Join the innovation team at Philips
Play basketball at Ballers City (Group owned)
79

80

81
Tony O’Driscoll, aka
Wada Tripp in SL
Duke University
Professor of the Practice Fuqua School of Business

NEWSFLASH: The Book is FINALLY DONE!
82

Immersive Internet Sensibilities
Sensibilities
83

Seven activities or archetypes…. to date
84
Avatar Persona
Role Play
Scavenger Hunt
Guided Tour
Operational Application
Conceptual Orienteering
Critical Incident
Co-creation
Small Group Work
Group Forums
Social Networking

3DLE Design Principles
85

Case Studies: The Power of Positive Example
86

Case Study: Experiencing Kristallnacht
Challenge/Objectives
Why 3D?
Experiment with 3D installation design to avoid having to make costly physical mock ups
Engage people outside the museum in a co-create installation design process
Explore feasibility of leveraging 3D technologies to stage virtual exhibitions
The Museum’s narrative exhibition must affect visitors not only intellectually, but also emotionally
Wanted to explore whether or not virtual installations could create visceral experiences for participants
Solution
Benefit/Result
The Kristallnacht exhibition succeeded in delivering a kinetic, intellectual and visceral learning experience for participants.
Experience drove participants to ask how they should go about donating to the museum
87

3DLE Design Points
Build around specific OBJECTIVES
Create the right CONTEXT
Provide MINIMAL GUIDELINES
Allow opportunities to DEMOSTRATE LEARNING
Build in INCENTIVES
88

New Rules!
RULE 1: Change the NAME Game
RULE 2: Build a Grass Roots Community
RULE 3: Begin with Business Issues
RULE 4: Connect to Core Motivation
RULE 5: Select the Right Pilots
RULE 6: Pilot Early and Often
RULE 7: Focus on the First Hour
RULE 8: Begin with the Familiar
RULE 9: Build an Evidence Base
RULE 10: Prime the Scale Pump
89

Back to the Future!
90

Some helpful sources
http://secondlifegrid.net/slfe/education-use-virtual-world
http://www.kzero.co.uk/
http://www.virtualworldsnews.com/
Books
Wankel & Kingsley, Higher Education in Virtual Worlds
http://books.emeraldinsight.com/display.asp?isb=9781849506090&CUR=GBP
Kapp & O’Driscoll, Learning in 3D
Blogs
http://wadatripp.wordpress.com/
SLED list
https://lists.secondlife.com/cgi-bin/mailman/listinfo/educators
91

Tremendous
opportunities!!!!
92

Thanks and
see you in world!
Karinda Rhode
aka Robin Teigland
robin.teigland@hhs.se
www.knowledgenetworking.org
www.slideshare.net/eteigland
Photo: Lindholm, Metro
93

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Teigland 3D Learning Online Education Conference

by Robin Teigland on Dec 02, 2009

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Teigland 3D Learning Online Education Conference — Presentation Transcript