Dom Graveson & Richard Sedley

Key words: education, customer engagement, memory, credibility, marketing,

persuasion, teaching, motivation, web2.0, cscape, educa

Employee and Student Engagement Strategies

Richard Sedley

Dom Graveson

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!

Stuff we know

01 Kairos

Timing is everything!

•  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

02 Storytelling

The only persuasion ! strategy to which ! there is no defense!

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

The first, the last, the best and the rarest?

Make them feel proud

•  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

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 course stick with me as strongly as they did in that course..

”

03 Reciprocity Giving means get

ting!

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

Stuff we think is important

04 Attention

Our biggest challenge!

05 Relativity

How we understand ! value!

Incentives and reciprocity

68%

32%

84%

16%

0%

William-Sonoma £275 1988

Stuff on our minds

06 Error / correction

Can mistakes motivate?!

07 Memory

Semantic or episodic?!

Satis

fact

ion

Peak-end rule

Time

PEAK

END

In a month see what you remember from this talk!

08 Play

Are Game Mechanics

useful?!

Flow

Satis

fact

ion

Flow

Skill level

Arousal

Flow

A psychological state where a person is fully immersed and focused on an activity or task. Mihály Csíkszentmihályi

low high

low

hi

gh

Boredom

Relaxation Apathy

Worry Control

Anxiety

The guy’s name !

is pronounced!

Me-high!Chick-sen

t-me-high!

Variable reinforcement

Enga

gem

ent

Variable reinforcement

Time

Variable intervals Variable rewards

Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.

short long

low

hi

gh

Fixed interval

Regular reward If you knew !the outcome would you play?!

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 mins

Learn something 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)

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. ”

A B

Fun ≠ motivation So what does motivate? !

Challenge!Fear! Obligation! Responsibility! Duty! Commitment! Discovery! Desire…!

Dom Graveson @dombles d.graveson@cscape.com

Richard Sedley @richardsedley

Thanks for joining in!

5th Annual Online Customer Engagement Report

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publish please gi

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us your address!