The language of learning: Pecha kucha 2011
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This pecha kucha was presented at the eLearning Network event on Friday 21 October 2011
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The language of learning: Pecha kucha 2011
- 1. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR The language of learning Kate Graham @kategraham23 Kategraham23.wordpress.com StuVwxYzAbcDeFGhijKL
- 2. StuVwxYzAbcDeFGhijKL eFGhijKLmNopqR LmNopqRStuVwxYZAbcD MnoAbcDeFGhijK
- 3. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR The power of words StuVwxYzAbcDeFGhijKL
- 4. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR What do you Ummm... do for a living? StuVwxYzAbcDeFGhijKL
- 5. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR #madeupwords Managership Gamification Virtual classroom Curator Leaderment Social learning Live online learning e-learning StuVwxYzAbcDeFGhijKL
- 6. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR How our language has evolved StuVwxYzAbcDeFGhijKL
- 7. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Et tu, Brute? By Thor! StuVwxYzAbcDeFGhijKL
- 8. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Globalisation StuVwxYzAbcDeFGhijKL
- 9. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Harnessing language for learning Language StuVwxYzAbcDeFGhijKL
- 10. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Engaging people • en·gage • verb (used with object) - to occupy the attention or efforts of (a person or persons): He engaged her in conversation - to attract and hold fast: The novel engaged her attention and interest - to attract or please: His good nature engages everyone StuVwxYzAbcDeFGhijKL
- 11. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Who are you talking to? “I don’t know the rules of grammar. . . . If you’re trying to persuade people to do something, it seems to me you should use their language, the language they use every day, the language in which they think...write in the vernacular.” - David Ogilvy StuVwxYzAbcDeFGhijKL
- 12. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR What’s your objective? StuVwxYzAbcDeFGhijKL
- 13. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Call to action? StuVwxYzAbcDeFGhijKL
- 14. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Active words Discover Play Expand Acquire Reduce Register Take Achieve Join Try Feel Receive Deliver StuVwxYzAbcDeFGhijKL
- 15. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Example You can now discover a new range of e-learning courses or... There is now a new range of e-learning courses available StuVwxYzAbcDeFGhijKL
- 16. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Communicate the benefits StuVwxYzAbcDeFGhijKL
- 17. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR But don’t lie! • Snappy headlines and subject lines are important • But don’t lie or over exaggerate • You’ll lose credibility • People won’t even look at what you have to say in the future StuVwxYzAbcDeFGhijKL
- 18. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR The importance of being concise StuVwxYzAbcDeFGhijKL
- 19. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Communicate without words • Effective branding and images can sometimes speak louder than any words StuVwxYzAbcDeFGhijKL
- 20. MnoAbcDeFGhijK LmNopqRStuVwxYZAbcD eFGhijKLmNopqR Summary • Language is an important tool • Understand your target audience • Know your objectives • Be enthusiastic and coax them into action • Communicate the benefits • Be truthful • Be concise • Enjoy! StuVwxYzAbcDeFGhijKL
Editor's Notes
- Hi everyone, my name’s Kate Graham and I’m here today to talk to you about the language of learning (and hopefully not make a fool out of myself while I try out this PechaKucha malarkey for the first time)
- Just a bit of background information about me. I was born and grew up in Wales – please don’t mention the rugby or french referees to me unless you want to see me cry – and after studying marketing at university and a fantastic year spent living abroad in Cyprus, I started working in the training industry at QA. From there I went on to work at e2train and then REDTRAY in the e-learning space and I’m now branching out and setting up my own business.
- So why am I talking about language today? Well there are three reasons! The first is that as a marketer, I believe in the power that words can deliver. When we use language in the right way it can be emotive, motivating and really make an impact. In L&D, we mostly want the language we use to engage with people. But this is not something we always achieve.
- The second reason I’m talking about language today is I realised recently how much I have to explain what I do to people. If I meet someone in a social setting and they ask what I do for a living, I’ll tell them I’m in marketing. This much they understand, but it brings the inevitable follow up question which is ‘what do you promote?’ and when I see e-learning, I usually have to spend 5 minutes explaining exactly what this is! Does that happen to anyone else here?!
- And the third reason I’m talking about this today is there’s been a lot of chat on Twitter and I’m sure in other circles about made up words recently. Lots of these are industry related, but a more general one I heard recently is ‘mumprenuer’ as in a mother who is also an entreprenuer which I just think is vile!
- In order to explore how we use language today it was important to look at how our language has evolved over time. The English language is essentially a flea market of words, handed down, borrowed or created over more than 2000 years. And it is still expanding, changing and trading.
- Our language is not purely English at all - it is (to quote the British Library!) a ragbag of diverse words that have come to our island from all around the world. Words enter the language in all sorts of ways: with invaders, migrants, tradesmen; in stories, artworks, technologies and scientific concepts; with those who hold power, and those who try to overthrow the powerful. And of course once upon a time, the richness of language was kept from the ‘common people’ who couldn’t read and had no access to books. This underlines the old adage that knowledge = power. The underclass weren’t allowed to further their knowledge so they stayed in their place.
- And of course the print press changed all that. And now several centuries later, here we are with a language that is the product of of world wars, technological transformation, and globalisation. Our language continues to grow, expanding to incorporate new jargons, slangs, technologies, toys, foods and gadgets.
- So as we can’t escape the growing use of technical terms and jargon in our everyday lingo, how best to go about harnessing language for what we do in learning?
- Well the aim of the game – whether it’s within the learning itself or as part of your online community or just general communications such as emails – is to ENGAGE people. As you can see here, to engage someone is a verb, it’s a doing word. So you need to be active in putting some effort in when you try to engage with others.
- First thing to consider is who are you talking to? You need to have at least some understanding of who your target audience is before you start engaging with them. Is it a particular department or team? Is it the company directors? Think about their role and their behaviours and try and incorporate this understanding into your communications e.g. Directors will always be short of time – can you grab them with a message that says ‘Please spare me 20 seconds to read this!’
- And what’s the objective you’re trying to achieve? Is it an email communication to inform people a new piece of e-learning is coming? It might be one of the dreaded emails that tells everyone they have to complete a certain piece of learning by a certain date because it’s mandatory. Whatever it is you’re bound to want to get them to take the bait so always consider how the language you use can help achieve this.
- For example, do you just want them to be aware that something is coming? If so, ensure your language is impactful and concise so readers don’t get bored. Or is there a call to action - something you specifically want people to do after reading your communication or taking your e-learning? Let’s face it, most of the time there is, so consider how language can help to engage people to do this.
- The use of active verbs is a great way to write more efficient and more powerful sentencesthan using passive verbs. Some examples here show how language can encourage people to do something positive like ‘achieve’ or ‘update’ or to go on a voyage of discovery by ‘trying’ or ‘discovering’. When a passive voice is used, the people you are trying to engage often end up having something done to them rather than being the do-er themselves.
- As you can see from this example,
- Don’t forget to communicate the benefits of whatever it is you’re talking about. What’s in it for your audience? Why should they take time out of their busy day to go