consumer digital strategies
that can enhance learner
engagement
Carl Hodler
Co-Founder LearnerLab
3
Members event: 19/09/2...
Learners are experiencing exceptional digital
content as consumers
Contemporary consumer content is designed to make
audiences ‘feel’ positive about their interactions
We need to get better at connecting with our
audiences before messages get lost in the medium
Communicate
a clear purpose1.
Growth of network relies on audience coming
together behind a shared purpose
“Facebook is a social utility that
connects you with the people
around you”
Wrap your service in a simple brand message yo...
This open-ended question is worth a thousand words
Communicate the purpose through great copy
in your content and applicat...
Use every opportunity to reinforce purpose
Communicate the purpose through great copy
in your content and applications
Emotional
engagement2.
Even a 69p iOS game needs a narrative
Games use stories to
communicate how you will ‘feel’
when you play
Stories are a powerful mechanic for
communicating emoti...
Jetpack Joyride: the story of a guy who becomes
a superhero. But, how can a superhero fail?
Testing showed that having a single life demotivated
players from replaying
So designers reduced the emotional cost of failure to
motivate players to improve
Players pick up vehicles to protect the single life -
this delays failure
When the single life is lost failure is delayed once
again by a spin of the wheel
When players finally reach the point of failure they
are motivated by ‘hero’ portrayal of achievements
Embed advocacy
from the beginning3.
Was a startup crazy to allow bad reviews?
One of the first commerce sites to present both
positive and negative reviews of products
Trusted their customers to create content
"It is day 87 and the horses have accepted me as one of their own.
I have grown ...
Trust is a two way thing
Today advocacy is as important as low prices
and drives the Amazon experience
They have mastered the art of engaging their
audience with advocacy
Summary
*
*
*
Keep your messaging simple and be creative with how
you reinforce it
Consider how you make your audience fee...
carl@learnerlab.com
http://www.learnerlab.com
Connect with your audience
@carlhodler
Carl Hodler
@learnerlab
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3 consumer digital strategies that can enhance learner engagement

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Learners are experiencing exceptional digital content as consumers. Digital learning has the opportunity to employ similar engagement strategies to grow networks, develop better levels of motivation and gain the trust of audiences.

This presentation was given to the Charity Learning Consortium in September 2013 to demonstrate how digital strategies employed by consumer brands can be adopted by learning organisations.

LearnerLab helps organisations better connect with their audiences through communications, user experience and engagement strategies.

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3 consumer digital strategies that can enhance learner engagement

  1. 1. consumer digital strategies that can enhance learner engagement Carl Hodler Co-Founder LearnerLab 3 Members event: 19/09/2013
  2. 2. Learners are experiencing exceptional digital content as consumers
  3. 3. Contemporary consumer content is designed to make audiences ‘feel’ positive about their interactions
  4. 4. We need to get better at connecting with our audiences before messages get lost in the medium
  5. 5. Communicate a clear purpose1.
  6. 6. Growth of network relies on audience coming together behind a shared purpose
  7. 7. “Facebook is a social utility that connects you with the people around you” Wrap your service in a simple brand message your audience can understand, rework and share
  8. 8. This open-ended question is worth a thousand words Communicate the purpose through great copy in your content and applications
  9. 9. Use every opportunity to reinforce purpose Communicate the purpose through great copy in your content and applications
  10. 10. Emotional engagement2.
  11. 11. Even a 69p iOS game needs a narrative
  12. 12. Games use stories to communicate how you will ‘feel’ when you play Stories are a powerful mechanic for communicating emotion
  13. 13. Jetpack Joyride: the story of a guy who becomes a superhero. But, how can a superhero fail?
  14. 14. Testing showed that having a single life demotivated players from replaying
  15. 15. So designers reduced the emotional cost of failure to motivate players to improve
  16. 16. Players pick up vehicles to protect the single life - this delays failure
  17. 17. When the single life is lost failure is delayed once again by a spin of the wheel
  18. 18. When players finally reach the point of failure they are motivated by ‘hero’ portrayal of achievements
  19. 19. Embed advocacy from the beginning3.
  20. 20. Was a startup crazy to allow bad reviews?
  21. 21. One of the first commerce sites to present both positive and negative reviews of products
  22. 22. Trusted their customers to create content "It is day 87 and the horses have accepted me as one of their own. I have grown to understand and respect their gentle ways." ByronicHero
  23. 23. Trust is a two way thing
  24. 24. Today advocacy is as important as low prices and drives the Amazon experience
  25. 25. They have mastered the art of engaging their audience with advocacy
  26. 26. Summary * * * Keep your messaging simple and be creative with how you reinforce it Consider how you make your audience feel and don’t undersell their achievements If you want your audience to trust your learning brand demonstrate trust in them
  27. 27. carl@learnerlab.com http://www.learnerlab.com Connect with your audience @carlhodler Carl Hodler @learnerlab

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