Storytelling is widely accepted as an effective way to help people learn. But what sort of stories should we be telling? As part of a series of webinars run by the Learning and Skills Group, Brightwave's James Cory-Wright and Caroline Freeman share examples of storytelling in e-learning and discuss different narrative approaches: • Scenario-led learning • Longer or shorter form? • What lessons can we learn from box-set binging? • Telling the big story - campaign-based learning

1. Are you sitting
comfortably?
James Cory-Wright
Head of Learning Design
Caroline Freeman
Senior Learning Designer
www.brightwave.co.uk
May 2014

2. • Storytelling in e-learning
• Trends – the long and the short of it
• Brand storytelling for e-learning
• Campaign-based learning
Today we’re looking at…

3. What do you think is the value of
storytelling in learning?
A question for you

4. “Storytelling is generally
accepted as being a fine way
to help people learn. But
what sort of stories should
we be telling?”

5. What do you think the value of
storytelling in learning is?
A question for you

6. What’s the longest American movie
(and it is a story) ever made?
Your starter for 1

7. Storytelling in e-learning

8. Storytelling in e-learning

9. Storytelling in e-learning

10. • Scenario-led
• Video drama – clips 3 mins
• Narrative, character, plot
• Branching and/or punctuated by
interactive screens
Storytelling in e-learning

11. • Changing the way we view stories
• Exploratory structure, not linear
• Shorter attention span
• Multiplatform stories
Storytelling on the web

12. Web influences in our learning
design
• Web documentary
• Clip library

13. Exploratory form – web
documentaries
Arte.tv’s Prison Valley (2010) Award winning ‘Out my window’ (2011)

14. Web documentary styling

15. • Deconstructed drama
• Self-contained clips 1 - 1.5 mins
• Mini narratives
• Associated resources
Clip library styling

16. The short form

17. Even short form clips too long?
Now what?
5 x 5 films
25 seconds
Vines
6 seconds

18. • Even the short form too long?
• Missing ingredient
• DOING something!
Now what?

19. Interactive film

20. • Storytelling in e-learning
• Trends – the long and the short of it
• Brand storytelling for e-learning
• Campaign-based learning
Today we’re looking at…

21. Trend (short form) v Trend (long form)

22. Box set – the new long form story?

23. What is the fastest selling TV series
DVD and Blu-ray box set of all time?
Box set record breaker

24. 61% Netflix users binge
watch shows at least
every two weeks
Box set binging –
the long form

25. I’m only a
stand-in, hare
today gone
tomorrow!

26. • Storytelling in e-learning
• Trends – the long and the short of it
• Brand storytelling for e-learning
• Campaign-based learning
Today we’re looking at…

27. “It's critical for brands to shift from
messaging to storytelling. After all, a
brand is nothing more than an
ongoing story – a set of meaningful
emotional experiences – unfolding
between itself and its audiences. Just
like stories, brands can be inspiring,
clear and actionable.”
Jonah Sachs
theguardian.com, 2013
Another kind of story 1

28. Where the brand itself is the Big story and
the storytelling is the campaign
• Company/agency generated
• Customer/people generated
Another kind of story 2

32. Where the candidate is the Big story
and the storytelling is the campaign.
Another kind of story 3

33. • What is your goal?
• What is the story?
• Who is your audience and what do you
want them to do?
• How will you tell the story? Which
tools/platforms will you use?
• How will you share this story?
• How will you measure impact?
• How will you continue the story?
www.feliciapride.com
Campaign criteria

34. Where the behavioural and cultural
change is the Big story and the
storytelling is the campaign.
For example:
• IT Risk
• Info security
• Diversity & Inclusion
Another kind of story 4

35. • Storytelling in e-learning
• Trends – the long and the short of it
• Brand storytelling for e-learning
• Campaign-based learning
Today we’re looking at…

36. • Where the Big story is told with Little
stories – delivered as a campaign over
time
• The little stories do not necessarily
contain the content/information
• They may simply motivate you to action:
Consume content
Adopt a behaviour
Campaign-led learning

37. • User-generated
• Blogs
• Face-to-face
• Films: animations and video, interactive video
• Webcasts
• e-learning
• PDFs
• Infographics
• Posters: e and print
• Top-up tests
Tell the stories with…

38. Posters

39. Posters

40. Posters

41. Posters

43. • Storytelling in e-learning
• Trends – the long and the short of it
• Brand storytelling for e-learning
• Campaign-based learning
Today we’ve looked at…

44. Thank you.
Any questions?

45. More information?
If you’d like to chat to us more about
campaign-based learning, get in touch!
www.brightwave.co.uk
@DrDigitalis
james.cory-wright@brightwave.co.uk
@FreemanCaro
caroline.freeman@brightwave.co.uk