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DESCRIPTION
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 learningTRANSCRIPT
Are you sitting comfortably?
James Cory-WrightHead of Learning Design
Caroline Freeman Senior Learning Designer
www.brightwave.co.uk
May 2014
• 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…
What do you think is the value of
storytelling in learning?
A question for you
“Storytelling is generally accepted as being a fine way to help people learn. But what sort of stories should we be telling?”
What do you think the value of
storytelling in learning is?
A question for you
What’s the longest American movie (and it is a story) ever made?
Your starter for 1
Storytelling in e-learning
Storytelling in e-learning
Storytelling in e-learning
• Scenario-led
• Video drama – clips 3 mins
• Narrative, character, plot
• Branching and/or punctuated by interactive screens
Storytelling in e-learning
• Changing the way we view stories
• Exploratory structure, not linear
• Shorter attention span
• Multiplatform stories
Storytelling on the web
Web influences in our learning design
• Web documentary
• Clip library
Exploratory form – web documentaries
Arte.tv’s Prison Valley (2010) Award winning ‘Out my window’ (2011)
Web documentary styling
• Deconstructed drama
• Self-contained clips 1 - 1.5 mins
• Mini narratives
• Associated resources
Clip library styling
The short form
Even short form clips too long?
Now what?
5 x 5 films25 seconds
Vines6 seconds
• Even the short form too long?
• Missing ingredient
• DOING something!
Now what?
Interactive film
• 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…
Trend (short form) v Trend (long form)
Box set – the new long form story?
What is the fastest selling TV series DVD and Blu-ray box set of all time?
Box set record breaker
61% Netflix users binge watch shows at least every two weeks
Box set binging – the long form
I’m only a stand-in, hare
today gone tomorrow!
• 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…
“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
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
Where the candidate is the Big story and the storytelling is the campaign.
Another kind of story 3
• 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
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
• 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…
• 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
• 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…
Posters
Posters
Posters
Posters
• 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…
Thank you. Any questions?
More information? If you’d like to chat to us more about campaign-based learning, get in touch!
www.brightwave.co.uk @[email protected]
@FreemanCaro [email protected]