Kineo's presentation slides from the eLearning Network's "Marketing your E-Learning" event on 17th May 2013. For more details on how kineo can help you market your elearning, visit the website: www.kineo.com

1. Why is marketing where it’s at?

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HT@ TomKulhmann @Articulate
Think of the
children

3. What kind of grown-up spends their
life making e-learning?
Me. And you.
And how does it feel?

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You can be ADDIE men...
Make your choice

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Or...(you guess the rest)

8. Attract and
convert prospects
Target audience through
the right channels and
techniques
Create sustained
campaigns, not one-offs
Guess the job description
....all to change behaviour and get results
Engage - by any means:
shock, provoke, divert,
inform, amuse...

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All this time, marketing, we
wanted the same thing.
But you always seemed
so...obsessed with style? Yes darling learning, but
I’m not like the others. I
am content marketing*.
I care about the
relationship
*a marketing technique of creating and distributing
relevant and valuable content to attract, acquire,
and engage a clearly defined and understood target
audience – with the objective of driving profitable
customer action.

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Content marketing meets compliance e-learning?
Three things you have to do
1. Campaign for change
2. Design for engagement
3. Embed for results

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How are you going to get there?

12. Adult to adult communication
Parent
Adult
Child
Parent
Adult
Child
Consistently operate and communicate in adult mode =
greater chance of adult behaviour in return

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All very nice
But what about compliance e-learning at Hogwarts?

14. The challenge...
Background
• Warner Bros. needed to raise employee awareness about the threats to
privacy and information security
• Get people to take important compliance-related policies seriously
• Needed to empower people to take action and ensure compliance
Challenge
• This audience doesn‟t do „boring‟ – we had to engage to get their attention
and deliver results
• Something one-off wasn‟t going to stick
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15. Approach:
A change campaign with content
Campaign for change
“Put Yourself in the Picture”
Campaign with:
• Video promos
• Posters / flyers
• Branded sweets
• Themed menus
• Competitions
• Tip sheets
Design for engagement
Focused e-learning module,
underscoring:
• key policy and regulation
• campaign messages
Supported by:
• Posters / flyers
• Video trailer
• Competitions
• QR coded chocolates
Embed for results
Ask for change
Give support
Reward participation:
• PowerPacks
• Certificates
• Tip Sheet
• Data decoder wheel
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16. This time it’s personal
Introducing Barclay and Fisk
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17. Style and substance. And vampires
[
Mario Trailer
Don‟t Neglect to Password Protect Think Before You Click Beware What You Share
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18. Compliance E-learning:
what works in the movies?
The learning needed to deliver on the campaign promise
What can we learn from what works in the movies?
• Have heroes and villains
• Tell a story
• Make ‘em laugh
• Happy ending
• Leave them with a message - and follow up
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19. The sting: Our heroes...
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20. Barclay & Fisk – rebooted (and suited)
Barclay…a.k.a.
Commander Privacy
Fisk…a.k.a.
The Data Security Ranger
The Sinister
Dr. Zilla Zombot
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21. Choose your story...earn the right
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22. Keep It Short….
Focus on key learning points
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23. Make them laugh...
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24. Make them do something...
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25. Transferring into action: dial that
number...

26. ...or we will find you, during lunch,
at screenings, in your office….
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28. Some learner feedback...
It was enjoyable and wonderfully
un-corporate and un-snoozy.
Every year, you guys take a boring subject and
make it interesting and engaging.
Training much superior to
any I've experienced before
in my nearly ten years here.
Well done!
I LOVED this training! I was very
engaged and
didn't attempt to multi-task
at the same time.
Thanks for changing it up!
I really felt like it was
made by WB for WB
Was one of the most
interesting training programs I
have done.

29. Achieving learning aims

30. • Employees are reaching out to Information Security for help
determining whether emails they receive are legitimate
• Chief Privacy Officer receiving more requests for guidance on
security and social media issues, (e.g., protecting credit card
data, development of special rules, acquisition of tools, and
additional training for unique parts of our business)
• Projects are engaging Legal and Information Security earlier
than they did before
Changing behaviour
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31. Maybe not the Oscars, but...
Recipient of…
2011 Privacy Innovation Award
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2012 Best in Compliance Training

32. The last trick from the movies: plan the
sequel....
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30-minute Module
− Social Media
5-minute Tutorials
− Mobile Security
− Encryption
− Safe Links
− Passwords
− Protecting Credit Cards
3 More Videos
− Mobile Security
− Email Scams
− Phishing

33. Loads more about
marketing and e-
learning at
www.kineo.com
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