Student and Employee Engagement presentation given on the last day of the large Educa Berlin conference on the 3 December 2010

1. Employee and Student
Engagement Strategies
Dom Graveson & Richard Sedley
Key words:
education, customer engagement, memory, credibility, marketing,
persuasion, teaching, motivation, web2.0, cscape, educa

3. Richard
Sedley
Dom
Graveson

5. Customer Engagement
Repeated interactions that strengthen
the emotional, psychological
or physical investment a customer
has in a brand (product or service)
is
An engaged relationship
antee !
pro bably your only guar
ns’ !
for your organisatio
objectives!

7. Stuff we
know

8. 01 Timing is
everything
!
Kairos

12. Persuasion windows open…
• when you are in a good mood
• when your world view no longer makes sense
• when you can take action immediately
• when you feel indebted because of a favour
• immediately after you have made a mistake
• immediately after you have denied a request
Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg

13. The only
persuasio
strategy t n !
02 there is n
o which !
o defense
!
Storytelling

14. Copyright: Steve Double - www.double-whammy.com

15. Make them feel proud
The first,
the last,
the best
and the rarest?

16. Elements of a good story
• PASSION to make your customers care
• a HERO to drive the action
• an ANTAGONIST to challenge the hero
• a moment of AWARENESS where the hero realises how to
overcome his or her obstacles
• TRANSFORMATION wherein the hero accomplishes his or
her desired goals
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business,
Richard Maxwell & Robert Dickman

17. “
…I’ve never had another
professor use storytelling in
class. I’ve also never had the core
lessons and material of a course
stick with me as strongly as they
did in that course..
Chelsea LeBlanc
LSA computer science major
Plymouth College of Education

18. 03 get ting!
ng m eans
Givi
Reciprocity

19. Reciprocity
A B
Form Whitepaper
Whitepaper Form
Conversion rate = 84% Conversion rate = 72%
44%
completion accuracy
91%
completion accuracy
Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

21. Stuff we think
is important

22. 04 Our bigges
t challeng
e!
Attention

25. How we u
05 nderstand
!
value!
Relativity

26. 68%
32%

27. 16%
0%
84%

28. William-Sonoma £275 1988

29. Stuff on
our minds

30. 06 Can mista
kes motiva
te?!
Error /
correction

32. Semantic
07 or episodi
c?!
Memory

33. Peak-end rule
PEAK
Satisfaction
END
In a mont
h see wha
you remem t
ber from
this talk!
Time

34. M ech anics
08 re G ame
A
usef ul?!
Play

35. Flow

36. Flow
high
A psychological Arousal
state where a
person is fully Anxiety Flow
immersed and
focused on an
Satisfaction
activity or task.
Mihály Worry Control
Csíkszentmihályi
! Apathy Relaxation
s name
Th e guy’ ced! Boredom
un
prono
low
is !
M e-high t-me-high! low Skill level high
n
Ch ick-se

37. Variable reinforcement

38. Variable reinforcement
high
Create outcomes,
small or large,
without being able Variable intervals
to predict Variable rewards
what action is
going to be able
Engagement
lead to that
outcome.
Fixed interval
If you k Regular reward
new !
the outc
low
om
would yo e
u play?! short Time long

39. eLearning spinner
Learning and development is central to our business ambitions. Starting this month all staff
are encouraged to undertake 10 hours extra learning in 2010.
An hour a month – what have you got to learn?
Take a chance – what have you got to learn?
Learn something Learn something Learn something
new in 20 mins new in 40 mins new in 60 mins
Don’t leave it to chance. Choose a learning module by subject
Subject
Module 1 (20 mins)
Module 2 (40 mins)
Module 3 (20 mins)

40. “
…whoever plays,
plays freely.
Whoever must play,
”
cannot play.
James P Carse
Finite and Infinite Games: A Vision of Life as Play and Possibility
(Page 4, Chapter 2.)
This book
is brill!

41. A B

42. Fun ≠ motivation
So what
does moti
vate?!
Challenge!
Fear!
Obligation!
ity!
Responsibil
Duty!
t!
Commitmen
Discovery!
Desire…!

43. Thanks fo
r joining in
!
Dom Graveson
@dombles
d.graveson@cscape.com
Richard Sedley
@richardsedley

44. 5th Annual Online
Customer Engagement
Report
d like a
If you’ n we
e
y wh lease give
cop h p !
p ublis r address
u
u s yo