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What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
What E-learning can learn from Marketing
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What E-learning can learn from Marketing

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Kineo's presentation slides from the eLearning Network's "Marketing your E-Learning" event on 17th May 2013. …

Kineo's presentation slides from the eLearning Network's "Marketing your E-Learning" event on 17th May 2013.
For more details on how kineo can help you market your elearning, visit the website: www.kineo.com

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  • 1. Why is marketing where it’s at?
  • 2. Confidential 2012 Kineo, All Rights Reserved.HT@ TomKulhmann @ArticulateThink of thechildren
  • 3. What kind of grown-up spends theirlife making e-learning?Me. And you.And how does it feel?
  • 4. Confidential 2012 Kineo, All Rights Reserved.
  • 5. Confidential 2012 Kineo, All Rights Reserved.You can be ADDIE men...Make your choice
  • 6. Confidential 2012 Kineo, All Rights Reserved.Or...(you guess the rest)
  • 7. Attract andconvert prospectsTarget audience throughthe right channels andtechniquesCreate sustainedcampaigns, not one-offsGuess the job description....all to change behaviour and get resultsEngage - by any means:shock, provoke, divert,inform, amuse...
  • 8. Confidential 2012 Kineo, All Rights Reserved.All this time, marketing, wewanted the same thing.But you always seemedso...obsessed with style? Yes darling learning, butI’m not like the others. Iam content marketing*.I care about therelationship*a marketing technique of creating and distributingrelevant and valuable content to attract, acquire,and engage a clearly defined and understood targetaudience – with the objective of driving profitablecustomer action.
  • 9. Confidential 2012 Kineo, All Rights Reserved.Content marketing meets compliance e-learning?Three things you have to do1. Campaign for change2. Design for engagement3. Embed for results
  • 10. Confidential 2012 Kineo, All Rights Reserved.How are you going to get there?
  • 11. Adult to adult communicationParentAdultChildParentAdultChildConsistently operate and communicate in adult mode =greater chance of adult behaviour in return
  • 12. Confidential 2012 Kineo, All Rights Reserved.All very niceBut what about compliance e-learning at Hogwarts?
  • 13. The challenge...Background• Warner Bros. needed to raise employee awareness about the threats toprivacy and information security• Get people to take important compliance-related policies seriously• Needed to empower people to take action and ensure complianceChallenge• This audience doesn‟t do „boring‟ – we had to engage to get their attentionand deliver results• Something one-off wasn‟t going to stickConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • 14. Approach:A change campaign with contentCampaign for change“Put Yourself in the Picture”Campaign with:• Video promos• Posters / flyers• Branded sweets• Themed menus• Competitions• Tip sheetsDesign for engagementFocused e-learning module,underscoring:• key policy and regulation• campaign messagesSupported by:• Posters / flyers• Video trailer• Competitions• QR coded chocolatesEmbed for resultsAsk for changeGive supportReward participation:• PowerPacks• Certificates• Tip Sheet• Data decoder wheelConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • 15. This time it’s personalIntroducing Barclay and FiskConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • 16. Style and substance. And vampires[Mario TrailerDon‟t Neglect to Password Protect Think Before You Click Beware What You ShareConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • 17. Compliance E-learning:what works in the movies?The learning needed to deliver on the campaign promiseWhat can we learn from what works in the movies?• Have heroes and villains• Tell a story• Make ‘em laugh• Happy ending• Leave them with a message - and follow upConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • 18. The sting: Our heroes...Confidential 2012 Kineo, WBEI. All Rights Reserved.
  • 19. Barclay & Fisk – rebooted (and suited)Barclay…a.k.a.Commander PrivacyFisk…a.k.a.The Data Security RangerThe SinisterDr. Zilla ZombotConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • 20. Choose your story...earn the rightConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • 21. Keep It Short….Focus on key learning pointsConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • 22. Make them laugh...Confidential 2012 Kineo, WBEI. All Rights Reserved.
  • 23. Make them do something...Confidential 2012 Kineo, WBEI. All Rights Reserved.
  • 24. Transferring into action: dial thatnumber...
  • 25. ...or we will find you, during lunch,at screenings, in your office….Confidential 2012 Kineo, WBEI. All Rights Reserved.
  • 26. Some learner feedback...It was enjoyable and wonderfullyun-corporate and un-snoozy.Every year, you guys take a boring subject andmake it interesting and engaging.Training much superior toany Ive experienced beforein my nearly ten years here.Well done!I LOVED this training! I was veryengaged anddidnt attempt to multi-taskat the same time.Thanks for changing it up!I really felt like it wasmade by WB for WBWas one of the mostinteresting training programs Ihave done.
  • 27. Achieving learning aims
  • 28. • Employees are reaching out to Information Security for helpdetermining whether emails they receive are legitimate• Chief Privacy Officer receiving more requests for guidance onsecurity and social media issues, (e.g., protecting credit carddata, development of special rules, acquisition of tools, andadditional training for unique parts of our business)• Projects are engaging Legal and Information Security earlierthan they did beforeChanging behaviourConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • 29. Maybe not the Oscars, but...Recipient of…2011 Privacy Innovation AwardConfidential 2012 Kineo, WBEI. All Rights Reserved.2012 Best in Compliance Training
  • 30. The last trick from the movies: plan thesequel....Confidential 2012 Kineo, WBEI. All Rights Reserved.30-minute Module− Social Media5-minute Tutorials− Mobile Security− Encryption− Safe Links− Passwords− Protecting Credit Cards3 More Videos− Mobile Security− Email Scams− Phishing
  • 31. Loads more aboutmarketing and e-learning atwww.kineo.comConfidential 2012 Kineo, All Rights Reserved.

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