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From ADDIE men to Mad Men: why learning needs to be more like marketing
 

From ADDIE men to Mad Men: why learning needs to be more like marketing

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Are you in the learning team? You better also be in the persuasion business. These days, you need to have a wide set of tools to help your would-be learners get excited. Kineo, the leading e-learning ...

Are you in the learning team? You better also be in the persuasion business. These days, you need to have a wide set of tools to help your would-be learners get excited. Kineo, the leading e-learning company will share three steps to attract, engage and sustain learners to enable behaviour change – even with seemingly unsexy compliance topics.

Using real examples from London to Hollywood, we’ll show how to:
• Build learning campaigns, not just courses
• Communicate with learners to generate buzz and engagement
• Make change actually happen and keep a sustained campaign alive

These slides were used for Kineo's free seminar session at the Learning Technologies Summer Forum delivered by Director, Stephen Walsh – 18 June 2013.

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From ADDIE men to Mad Men: why learning needs to be more like marketing From ADDIE men to Mad Men: why learning needs to be more like marketing Presentation Transcript

  • Why care about marketing?
  • Confidential 2012 Kineo, All Rights Reserved.HT@ TomKulhmann @ArticulateThink of thechildren
  • Confidential 2012 Kineo, All Rights Reserved.We can be ADDIE men...Let’s change the job description
  • Confidential 2012 Kineo, All Rights Reserved.Or...(you guess the rest)
  • Attract andconvert prospectsTarget audience through theright channels and techniquesCreate sustainedcampaigns, not one-offsGuess that job....all to change behaviour and get resultsEngage - by any means:shock, provoke, divert, inform, amuse...
  • All this time, marketing, wewanted the same thing.But you always seemedso...shallow?Yes darling learning, but I’mnot like the others. I amcontent marketing. I careabout the long termrelationship.
  • Content marketing ...the what now?Confidential 2012 Kineo, All Rights Reserved.Creating and distributing relevant and valuablecontentto attract, acquire, and engage a clearly defined andunderstood target audiencewith the objective of driving profitable customeraction.
  • Turn prospects into fans...
  • ...engage using a wide range ofchannels...
  • ...through a sustained campaign thatcreates measurable results.
  • Three steps for compliance1. Campaign for change2. Design for engagement3. Embed for results
  • Your learning campaign here(Please, not in the lms)
  • Theme and style matters – know your audience
  • Designing for engagement: not just the bit in the middleIt’s not marketing campaign, thenlearning content......the campaign IS the content.Same design principles apply.
  • Embedding for results: don’t forget.
  • Confidential 2012 Kineo, All Rights Reserved.− Be relentless – little andvery often− Be a guerrilla – find a wayin (SMS and mail canwork)− Find Elvis− Be responsive: notworking? Change itEmbedding for results: the journey never ends
  • Confidential 2012 Kineo, All Rights Reserved.Making this realCompliance learning campaign at Warner Bros
  • Starting point• Raise awareness about data security• Take compliance policies seriously• Empower people to take actionThe audience• Doesn‟t do „boring‟• gets lots of competing messages• Something one-off wasn‟t going to stickConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • Approach:A change campaign with contentCampaign for change“Put Yourself in the Picture”Campaign with:• Video promos• Posters / flyers• Branded sweets• Themed menus• Trailers in moviesDesign 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 and recognition ofheroes• Tip Sheets for support• Data decoder wheelConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • Casting for the campaign...Introducing Barclay and FiskConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • The campaign: multi channel[The TrailerDon‟t Neglect to Password Protect Think Before You Click Beware What You ShareConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • Design for engagement: follow throughDeliver on campaign promise –design approach• Have heroes and villains• Tell a story• Get involved• Humour is good• Happy ending• Leave them with a messageConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • The sting: Our heroes...Confidential 2012 Kineo, WBEI. All Rights Reserved.
  • 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.
  • Choose your story...earn the rightConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • Keep It Short….Focus on key learning pointsConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • Make them laugh...Confidential 2012 Kineo, WBEI. All Rights Reserved.
  • Make them do something...Confidential 2012 Kineo, WBEI. All Rights Reserved.
  • Embed for results:Dial M for reMinder...
  • ...or we will find you, during lunch,at screenings, in your office….Confidential 2012 Kineo, WBEI. All Rights Reserved.
  • ...or we will find you, during lunch,at screenings, in your office….Confidential 2012 Kineo, WBEI. All Rights Reserved.And keep it going...• Scrolls and recognition of data heroes• Regular tips and updates• Data decoder wheel - physical gift
  • 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.
  • Achieving learning aims
  • • Employees are reaching out to Information Security for help• Chief Privacy Officer receiving more requests for guidance onsecurity and social media issues• Projects are engaging Legal and Information Security earlierthan they did before• Giving people a language for data security: “Barclay and Fiskmoment”Changing behaviourConfidential 2012 Kineo, WBEI. All Rights Reserved.
  • Campaign continues: the sequelConfidential 2012 Kineo, WBEI. All Rights Reserved.Next theme: mobile securityand social media3 More VideosFocused core Module5-minute follow up s
  • Maybe not the Oscars, but...Recipient of…Privacy Innovation AwardConfidential 2012 Kineo, WBEI. All Rights Reserved.Best in Compliance Training
  • That number again: 31. Campaign for change2. Design for engagement3. Embed for results
  • Thank youwww.kineo.com@kineoStand 29Confidential 2012 Kineo, All Rights Reserved.