PCMA 2015 Presentation - Learning By Design

Learner Outcomes

• Identify the specific attendee types (personas) for your events

• Design learning around the personas’ needs

• Highlight new educational models to serve a variety of learning

styles

@melindakendall @insightschick #pcmaCL

A pattern of behaviors that helps

you understand yourself and others

When you know the personas,

the world becomes easier to navigate

Why Should I Care?

What’s a Persona?

LEAVING

A MARK

NO MAN

AN ISLAND

YEARNING

FOR PARADISE

PROVIDING

STRUCTURE

The

Explorer

The

Innocent

The

Sage

The

Ruler

The

Creator The

Care

Giver

The

Jester

The

Lover

The

Regular

Guy

The

Hero The

Outlaw

The

Magician

Classical Archetype Personas

Which classical archetype persona are YOU?

Leaving A Mark

The Hero

The Outlaw

The Magician

The Jester

The Lover

Regular Guy/Gal

No Man an Island Providing Structure

The Ruler

The Creator

Care Giver

Yearning for Paradise

The Explorer

The Innocent

The Sage

DESIRE TO

LEAVE A MARK

FOCUS IS

ELSEWHERE

PROVIDING

STRUCTURE

Reluctant

Attendee

Vacation

Focused

Phantom

Exhibitor

Academic Regular

Guy/Gal Protégé

Trend Setting Leader

Up &

Comer

Mentor

Attendee Personas

Which attendee persona are YOU?

Desire to Leave a Mark

Up and Comer

Trend- Setting Leader

Mentor

Providing Structure

Protégé

Regular Guy/Gal

Academic

Focus is Elsewhere

Vacation Focused

Phantom Exhibitor

Reluctant Attendee

Attendee Personas

DESIRE TO LEAVE A MARK

No-nonsense

leader

interested in the

latest trends

Growth-oriented

leader who gains

inspiration from

events

Empathetic leader

who enjoys

mentoring

colleagues

Trend Setting Leader

Up &

Comer Mentor

No-nonsense

leader

interested in the

latest trends

The Trend Setting Leader

Network, meet experts

Less interest in conference education

Learning Preferences

Exclusive events (golf, whiskey tasting)

Visionary speaker

Share ideas with other senior leaders

Intimate settings

Shortcut Ideas

Trend Setting Leader

DESIRE TO LEAVE A MARK

Trend-Setting Leaders networking at their level Trend

Setting Leader

The Up & Comer

Learning Preferences

Shortcut Ideas Growth-oriented

leader who gains

inspiration from

events

Up &

Comer

Hungry to do it all, very passionate

Loves everything about conferences!

Inspire her

Let her inspire others

DESIRE TO LEAVE A MARK

Example 1: Networking-Heavy Environments

SHRM sr mgr lounge?

SHRM Hive?

GlobalShop Attendee Networking

Up & Comers connecting with career leaders Up &

Comer

Interviews provide big trends and inspiration Up &

Comer

Trend Setting Leader

The Mentor

Learning Preferences

Shortcut Ideas Empathetic leader

who enjoys

mentoring

colleagues

Mentor

Strong sense of community

Wants to network, share with others

Appeal to her sense of community

in discussions

DESIRE TO LEAVE A MARK

Group Workshop Mentor

Attendee Personas

PROVIDING STRUCTURE

Academic Regular

Guy/Gal Protégé

Contributor

looking to learn

and advance, but

not to lead

Hard worker who

wants to improve

their job

performance

Academic

representative,

often politically

involved

The Protégé

Learning Preferences

Shortcut Ideas

PROVIDING STRUCTURE

Protégé

Contributor

looking to learn

and advance, but

not to lead

Wants education, to learn about trends

Appreciates a mentor

Mentor programs

Traditional conference sessions

Pure learning opportunities

Example 3: Protégés and Mentors Connecting

ASM Student Lounge?

IFT SPA for teachers/students

Mentors advising students in a structured setting Mentor Protégé

Protégés and Mentors connecting in their specialty Mentor Protégé

The Regular Guy or Gal

Learning Preferences

Shortcut Ideas

PROVIDING STRUCTURE

Regular

Guy/Gal

Hard worker who

wants to improve

their job

performance

Hands-on learner, likes product demos

Looking for solutions to current problems

Demonstrations

Case Studies

Ultimate hands-on demos for the Regular Guy Regular

Guy/Gal

Working groups dedicated to specific real problems Regular

Guy/Gal

The Academic

Learning Preferences

Shortcut Ideas

PROVIDING STRUCTURE

Academic

Academic

representative,

often politically

involved

May fulfill governance requirements

Wants to socialize with colleagues

Peer discussions

Policy issues

Break-out groups on policy Academic

Attendee Personas

FOCUS IS ELSEWHERE

Reluctant

Attendee

Vacation

Focused

Phantom

Exhibitor

Attendee interested

in combining event

with a vacation

Learning Preference

• Desirable location

Employee attending

often because they

HAVE to

Learning Preference

• Giveaways, socializing

Business owner

attending to sell

his/her own services

Learning Preference

• Leads, competitive intel

Draw them in with games Reluctant

Attendee Vacation

Focused

Draw them in with games Reluctant

Attendee Vacation

Focused

A quick test…

To review

Which of these personas would be most appropriate for the following two types of “panel”?

Academic Regular

Guy/Gal Protégé

Trend Setting Leader

Up & Comer

Mentor

Content-rich panel Protégé

Up & Comer

Mentor

Event Panel Discussion Academic

Trend Setting Leader

Trends in Face-to-Face Learning

Product Demonstrations satisfy hands-on learning

Education on the show floor

Regular

Guy/Gal Protégé

Trend Setting Leader

Up & Comer

Mentor

In-booth theaters for those who want to learn

Regular

Guy/Gal Protégé

Up & Comer

Vacation

Focused

Tours give an intimate, high level of detail Regular

Guy/Gal Protégé

Trend Setting Leader

Up & Comer

Mentor

“Bite-sized” education

Regular

Guy/Gal

Protégé

Trend Setting Leader

Up & Comer

Mentor

Phantom

Exhibitor

Flipped learning

Flipped learning

Regular

Guy/Gal Up &

Comer

The Participation Culture

Regular

Guy/Gal Protégé

Up & Comer

The Participation Culture

Regular

Guy/Gal

Protégé

Up & Comer

The Participation Culture

Gamified Education

COMBINATION OF SQUARES AND RECTANGLES HERE

RSNA Diagnosis Live™ Protégé Up &

Comer

Reluctant

Attendee

Vacation

Focused

Gamified Education

DIY Labs

Regular

Guy/Gal

Protégé

Trend Setting Leader

Up & Comer

Mentor

• Environment-Designed Education

Environment-Designed Education

Academic Regular

Guy/Gal Protégé

Trend Setting Leader

Up & Comer

Mentor

Reluctant

Attendee

Vacation

Focused

Phantom

Exhibitor

Environment-Designed Education

Second screen

photo: solstice-mobile.com_blog_the-second-screen-apps-moment-has-arrived

Academic Protégé

Trend Setting Leader

Up & Comer

Mentor

Phantom

Exhibitor

Second screen Academic Protégé

Trend Setting Leader

Up & Comer

Mentor Phantom

Exhibitor

What do you think about using second screen technology?

Slider bar response

No one session type fits all learning styles

Education on the show floor

Bite-sized education

Flipped learning

MOOCs and virtual learning

The participation culture

Gamified education

Do-It-Yourself labs

Second screen

Environment-designed education

Augmented reality

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@melindakendall @InsightsChick

melinda.kendall@freemanco.com loretta.hudelot@freemanco.com