Are you in the learning team? You better also be in the persuasion business. These days, you need to have a wide set of tools to help your would-be learners get excited. Kineo, the leading e-learning company will share three steps to attract, engage and sustain learners to enable behaviour change – even with seemingly unsexy compliance topics. Using real examples from London to Hollywood, we’ll show how to: • Build learning campaigns, not just courses • Communicate with learners to generate buzz and engagement • Make change actually happen and keep a sustained campaign alive These slides were used for Kineo's free seminar session at the Learning Technologies Summer Forum delivered by Director, Stephen Walsh – 18 June 2013.

1. Why care about marketing?

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HT@ TomKulhmann @Articulate
Think of the
children

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We can be ADDIE men...
Let’s change the job description

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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 that job
....all to change behaviour and get results
Engage - by any means:
shock, provoke, divert, in
form, amuse...

9. All this time, marketing, we
wanted the same thing.
But you always seemed
so...shallow?
Yes darling learning, but I’m
not like the others. I am
content marketing. I care
about the long term
relationship.

10. Content marketing ...the what now?
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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.

11. Turn prospects into fans...

12. ...engage using a wide range of
channels...

13. ...through a sustained campaign that
creates measurable results.

14. Three steps for compliance
1. Campaign for change
2. Design for engagement
3. Embed for results

15. Your learning campaign here
(Please, not in the lms)

16. Theme and style matters – know your audience

17. Designing for engagement: not just the bit in the middle
It’s not marketing campaign, then
learning content...
...the campaign IS the content.
Same design principles apply.

18. Embedding for results: don’t forget.

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− Be relentless – little and
very often
− Be a guerrilla – find a way
in (SMS and mail can
work)
− Find Elvis
− Be responsive: not
working? Change it
Embedding for results: the journey never ends

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Making this real
Compliance learning campaign at Warner Bros

21. Starting point
• Raise awareness about data security
• Take compliance policies seriously
• Empower people to take action
The audience
• Doesn‟t do „boring‟
• gets lots of competing messages
• Something one-off wasn‟t going to stick
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22. Approach:
A change campaign with content
Campaign for change
“Put Yourself in the Picture”
Campaign with:
• Video promos
• Posters / flyers
• Branded sweets
• Themed menus
• Trailers in movies
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 and recognition of
heroes
• Tip Sheets for support
• Data decoder wheel
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23. Casting for the campaign...
Introducing Barclay and Fisk
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24. The campaign: multi channel
[
The Trailer
Don‟t Neglect to Password Protect Think Before You Click Beware What You Share
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25. Design for engagement: follow through
Deliver on campaign promise –
design approach
• Have heroes and villains
• Tell a story
• Get involved
• Humour is good
• Happy ending
• Leave them with a message
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26. The sting: Our heroes...
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27. 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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28. Choose your story...earn the right
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29. Keep It Short….
Focus on key learning points
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30. Make them laugh...
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31. Make them do something...
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32. Embed for results:
Dial M for reMinder...

33. ...or we will find you, during lunch,
at screenings, in your office….
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34. ...or we will find you, during lunch,
at screenings, in your office….
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And keep it going...
• Scrolls and recognition of data heroes
• Regular tips and updates
• Data decoder wheel - physical gift

36. 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.

37. Achieving learning aims

38. • Employees are reaching out to Information Security for help
• Chief Privacy Officer receiving more requests for guidance on
security and social media issues
• Projects are engaging Legal and Information Security earlier
than they did before
• Giving people a language for data security: “Barclay and Fisk
moment”
Changing behaviour
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39. Campaign continues: the sequel
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Next theme: mobile security
and social media
3 More Videos
Focused core Module
5-minute follow up s

40. Maybe not the Oscars, but...
Recipient of…
Privacy Innovation Award
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Best in Compliance Training

41. That number again: 3
1. Campaign for change
2. Design for engagement
3. Embed for results

42. Thank you
www.kineo.com
@kineo
Stand 29
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