Tuesday, June 19, 2012

#mlearncon Tuesday Morning Keynote

Presenter: Brent Schlenker

This is an important time in Mobile Learning - now have people who have done it in the field for at least a full year.

Kindle Mobile Learning initiative - supposed to be announced tomorrow, but postponed.

"Not just a toy anymore"

Presenter: Aaron Silvers, Tin Can API

Tappestry (in app store)
- Social app for sharing moments where you are learning something with others

Hash tags - identify what we are learning or sharing.

Tin Can - a language to express what people do with different tools, devices and systems
- Capture experience with many lenses
- Powered by community across every single sector

Find common way to approach mobile learning.

Together we are making things better than we could do on our own.

April 5th - how many different tools have adopted and implemented Tin Can.

All do in Maptag/Tappestry/#mlearncon etc. All can go to one common data source.  Possible through Tin Can API.

Presenter: BJ Fogg

You are in the business of habit formation.

Instagram - done a good job of persuading people
- easy to use
- trigger behavior

If you are not getting terrific results - you can do better.
- raise your standards

How do you computerize persuasion?
- You can do it.
- reaction a bit negative

Not so much about the technology - but understanding how behavior works.
- Tech may change, human psychology remains constant.

Behavior Design - Think clearly about behavior change and iterate the fastest

Should be able to test in 4 hours or faster.

Early steps about the behavior you want in the first place. (asked to not tweet the slide - bummer)

10 weeks - create apps - measure engagement
- compare students in class vs. others creating apps
- students engage 16 million people.
- one student started pulse.  another started instagram

It's all about behavior.  What behavior do you want people to do?
What is the most critical behavior?

What behavior do you want to change?

Lose weight - not a behavior.  An outcome
- Make it specific.  number, how long you want to take

Big problem - we are too abstract

Fogg Behavior Grid
- What begavior do you want
- Which type is it?

Different behavior types will require different solutions.
- Anxiety levels
- Know-how levels

(at this point - saying prayers to the battery life gods)

Behavior wizard - what behavior type do you want to achieve.

Most folks choose purple path  goals.  We choose do more of the same thing long term.

Maybe we should be thinking in terms of purple SPAN.  Not "for life" but "for a period of time"
Put together enough spans and eventually you have a purple Path.

 For each of the 15 cells - a different psychology and solution.

Don't put behavior change in one big bucket.  Don't assume the same solution fits all.

Winning recipes for behavior change.  What works across the board?

- Put "Hot Triggers" in the path of motivated people. (see Facebook and how you get sucked in)
  + Call to action / prompt
  + more of these triggers are coming from our social network.  Psychologically different when your "friends" do it.
  + Works across the different columns

- Trigger the right sequence of baby steps
  + You can get anyone to do anything if you trigger the right sequence
  + you still need to know the goal and the sequence
  + For a new habit - do it one time (green dot), then repeat it (blue dot) so eventually path.

  + Groupon - install app, see location, see the green button, click the green button, buy, ecommerce process, confirm, new email with new hot trigger - print or mobile (prefer mobile).  Using mobile - back to web site, fill in box for mobile phone.  By this point you have invested.  Now text message with link (trigger). App installed.  Allow push notification and location awareness.

+ Companies want to know where you are and permission to trigger you.  (feeling paranoid yet?)

- Build from habits to habits plus
  + Cycle habits - happen on regular, mostly daily basis (brush teeth)
  + Cue habits - happens for particular reason, response to cue (buy plane ticket)

  + how can you leverage these habits?  From blue path to purple path.
  + Google - first little habit = search.
     -- gmail habit 2
    -- adding more apps etc
    -- how much of their stuff do you use now?

  + Create or take a small habit and grow it.
  + This is where the ROI is. 
     -- 1 time new = hard
    -- Create existing habit into something bigger, this is where the return is.

(section we aren't supposed to tweet.  bummer)

Really interested in increasing confidence in people.  Researching how to use small habits to do that.
(Precision Nutrition has a great presentation about this - ignore the fact it is about the Paleo diet.)

Simple.  And the tiny habit shouldn't be painful.  Want people to feel good about themselves.
Think as small as flossing ONE tooth.

If it's not working - revise.

Habits can form quickly
Tiny successes make people happy
Tiny successes snowball
Revision is good framing
Mornings are best
Good anchors are vital - things you are already doing (coffee, peeing, etc)

Plant a tiny habit in the right spot and it will grow without further coaxing (a suspicion, no evidence yet)

(hopefully we will see the research)

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