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Dom Graveson & Richard Sedley
Key words:
education, customer engagement, memory, credibility, marketing,
persuasion, teaching, motivation, web2.0, cscape, educa
Employee and Student
Engagement Strategies
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RichardSedley
Dom
Graveson
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Customer Engagement
Repeated interactions that strengthen
the emotional, psychological
or physical investment a customer
has in a brand (product or service)
An engaged relationship is probably your only guarantee
for your organisations’
objectives
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Stuff weknow
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01
KairosTiming is everything
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• 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
Persuasion windows open…
Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg
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02
Storytelling
The only persuasion strategy to which there is no defense
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Copyright: Steve Double - www.double-whammy.com
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The first,
the last,
the best
and the rarest?
Make them feel proud
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• 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
Elements of a good story
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business,Richard Maxwell & Robert Dickman
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Chelsea LeBlanc
LSA computer science major
Plymouth College of Education
“…I’ve never had another
professor use storytelling in
class. I’ve also never had the core
lessons and material of a coursestick with me as strongly as they
did in that course..
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03
Reciprocity
iving means getting
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Form Whitepaper
Whitepaper Form
A B
Conversion rate = 84% Conversion rate = 72%
44%completion accuracy
91%completion accuracy
Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
Reciprocity
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04 Attention
Our biggest challenge
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05 Relativity
How we understand value
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68%
32%
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84%
16%
0%
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William-Sonoma £275 1988
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Stuff onour minds
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06
Error /
correction
Can mistakes motivate?
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07 Memory
Semantic or episodic?
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S a t i s f a c t i o n
Peak-end rule
Time
PEAK
END
In a month see what ou remember from his talk
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08 Play
Are Game Mechan
ics
useful?
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Flow
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S a t i s f a c t i o n
Flow
Skill level
Arousal
Flow
A psychologicalstate where a
person is fullyimmersed and
focused on anactivity or task.
MihályCsíkszentmihályi
low high
l o w
h i g h
Boredom
RelaxationApathy
Worry Control
Anxiety
T h e gu y’ s na m e
i s pronoun c e d
M e-hi gh
Chi ck - s en t-m e-h
i gh
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Variable reinforcement
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E n g a g e m e n t
Variable reinforcement
Time
Variable intervals
Variable rewards
Create outcomes,small or large,
without being ableto predict
what action isgoing to be able
lead to that
outcome.
short long
l o w
h i g h
Fixed interval
Regular rewardI f y o u k n e w t h e o u t c o m e w o u l d y o u p l a y ?
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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?
eLearning spinner
Take a chance – what have you got to learn?
Learn something
new in 20 mins
Learn something
new in 40 minsLearn something
new in 60 mins
Don’t leave it to chance. Choose a learning module by subject
SubjectModule 1 (20 mins)Module 2 (40 mins)
Module 3 (20 mins)
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James P Carse
Finite and Infinite Games: A Vision of Life as Play and Possibility
(Page 4, Chapter 2.)
This book is brill
“…
whoever plays,plays freely.
Whoever must play,cannot play. ”
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A B
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Fun ≠ motivation
So what does motivate?
ChallengeFear Obligation
Responsibility Duty
Commitment
Discovery
Desire…
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Dom Graveson
@dombles
[email protected]
Richard Sedley
@richardsedley
Thanks for joining in
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5th Annual Online
Customer Engagement
Report
I f you’ d lik
e a
co p y wh en w
e
publi sh pl ea
s e gi v e
your a d dr e s
s