From ADDIE men to Mad Men: why learning needs to be more like marketing

Why care about marketing?

Confidential 2012 Kineo, All Rights Reserved.HT@ TomKulhmann @Articulate

Think of the children

Confidential 2012 Kineo, All Rights Reserved.

We can be ADDIE men...

Let’s change the job description


Or...(you guess the rest)

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, inform, amuse...

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.

Content marketing ...the what now?


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.

Turn prospects into fans...

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

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

Three steps for compliance

1. Campaign for change 2. Design for engagement 3. Embed for results

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

Theme and style matters – know your audience

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.

Embedding for results: don’t forget.


− 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


Making this real

Compliance learning campaign at Warner Bros

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

Confidential 2012 Kineo, WBEI. All Rights Reserved.

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


Casting for the campaign...

Introducing Barclay and Fisk


The campaign: multi channel

[

The Trailer

Don’t Neglect to Password Protect Think Before You Click Beware What You Share


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 messageConfidential 2012 Kineo, WBEI. All Rights Reserved.

The sting: Our heroes...


Barclay & Fisk – rebooted (and suited)

Barclay…a.k.a. Commander Privacy

Fisk…a.k.a. The Data Security Ranger

The Sinister Dr. Zilla Zombot


Choose your story...earn the right


Keep It Short….

Focus on key learning points


Make them laugh...


Make them do something...


Embed for results: Dial M for reMinder...

...or we will find you, during lunch, at screenings, in your office….


...or we will find you, during lunch, at screenings, in your office….


And keep it going...

• Scrolls and recognition of data heroes

• Regular tips and updates

• Data decoder wheel - physical gift

The results...

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 wasmade by WB for WB

Was one of the most interesting training programs I have done.

Achieving learning aims

• 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


Campaign continues: the sequel


Next theme: mobile security and social media

3 More Videos

Focused core Module

5-minute follow up s

Maybe not the Oscars, but...

Recipient of…

Privacy Innovation Award


Best in Compliance Training

That number again: 3

1. Campaign for change 2. Design for engagement 3. Embed for results

Thank you

www.kineo.com

@kineo

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From ADDIE men to Mad Men: why learning needs to be more like marketing