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My presentation at the Online Education Conference in Berlin on Dec. 2, 2009
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Learning in 3D: Bringing a new dimension to
enterprise learning and collaboration
Dr. Robin Teigland, akaKarinda Rhode in SLAssociate ProfessorStockholm School of Economics
www.knowledgenetworking.orgwww.slideshare.net/eteigland
Today’s discussion
Introduction and some facts and figures on virtual worlds
A look at education and collaboration in virtual worlds
Stepping into Second Life
Tony O’Driscoll on his new book, Learning in 3D
3
- You on Youtube?- No, Hulu and Itunes, but I lost the USB for my MP3.
It’s MIA, so is my GPS.- This PDF won’t show up on my LCD. - Call your ISP.- I could send them an SMS or look it up on the cookie wiki. So you on Google now?- No, Bing. - You are such a Yahoo! Oh, just got poked on Facebook.- From?- My mom wants to know if she can use Paypal for
Netflix.- Did she ever sell her Imac on Ebay?- No, but she got WiFi for the Xbox.- Can we have a real conversation now?- Sure, can we have it in Second Life?NPR, Internet’s 40th Birthday, 2009
5
Did You Know: Shift Happenshttp://www.youtube.com/watch?
v=jpEnFwiqdx8&feature=fvst
What does this mean for organizations?
Growth
Time
Information and knowledge
Human absorptive capacity
Human capacity cannot keep up…
Cohen & Levinthal 1989 6
7
”No one knows everything, everyone knows something,
all knowledge resides in humanity.”
networks
Adapted from Lévy 1997
8
The wisdom of the crowd
ClosedExpensiveComplexAccurate
OpenInexpensive
SimpleClose enough
Adapted from Hinton 2007
Accurate
History tends to repeat itself….Innovation, financial crisis, industrial revolution,
…
9
Steam engine
Internal combustion
engine
Microelectronics
Late 18th C Late 19th C Late 20th C
Schön 2008
Third industrial revolution?
A new workforce is appearing…
10Mahaley 2008, Merrill Lynch 1999, Beck and Wade, Prensky
“Digital Immigrants”“Digital Natives”
Company loyaltyWork ≠ Personal
Learning=Behind the desk
Professional loyaltyWork = Personal
Learning=Fun and games
13
Increasing pressure on “traditional” organizations
Formal organization/ Hierarchy
Social organization /Heterarchy
Teigland et al. 2005
Where are the sources of sustainable competitive advantage?
#1Innovation
Networks of relationships
Brand & Reputation
FIRM
Kay 1993 14
Where are the sources of sustainable competitive advantage?
#1Innovation
Networks of relationships
Brand & Reputation
FIRM
15
What came first – the community or the company?
19http://www.youtube.com/watch?v=9VKRbmnqXR4
20
eBay allowed people to selltheir personal items in a worldwide yard sale, the Immersive Internet will
allow people to sell their personal skills and abilities
in much the same way.
Kapp & O’Driscoll, 2009
Here Comes the Immersive Internet
O’Driscoll 2009 22
A growing universe of Virtual Worlds
http://www.youtube.com/watch?v=0CijdlYOSPc23
Around 150 virtual worlds
• Q1 2009: • $68 mln
invested in 13 virtual
world companies
VWS have many different models
25
Around 150 virtual worlds
What are Virtual Worlds?
• Persistent, computer-simulated, immersive environments
• Shared space/co-presence with possibility for socialization and community
• In some cases, ability to manipulate/create content• In some cases, virtual economy and currencyhttp://www.youtube.com/watch?v=wMOqI3hH9Gs
26
Virtual Worlds• Open-ended–built by
residents• Social environment, affinity
groups• Boundaries for access and
building• Commerce, education,
innovation, and…?
MMOs• Scripted narrative –
created by game designers• Goals and objectives,
ranking systems• Rules for gameplay,
winners and losers• Entertainment only?
What financial crisis?
Increasing members Increasing turnover Increasing companies
Wonderland
28
Number of Accounts-Age (Cumulative)
39% increase from Q1
2009
29
• 40 mln members
• 135 mln members
Two popular Kids & Tweens worlds
30
Building skills in virtual environments
My CV• Leading a virtual team of 30
individuals from across the globe• Creating and successfully executing strategies under
pressure• Managing cross-cultural conflict
without face-to-face communication
31
“Clearly if social activity migrates to synthetic worlds, economic activity will go
there as well.” Castranova
http://www.youtube.com/watch?v=-ahqjBeknT032
Gartner’s hype cycle
Virtual World
s today?
33
Virtual world revenues
USD 3bln in 2009
US spending on virtual goods passes USD 1 bln in 2009
34
• 800,000 users• USD 420 mln turnover
2008• Bank license from
Swedish Government in March 2009 to MindArk
Bank
36
Self-made millionaires
http://www.youtube.com/watch?v=Mg4TwOqVprw&feature=related
• Jon “Neverdie” Jacobs
• Paid USD 100,000 for asteroid space
resort• Bank owner in
Entropia
• Anshe Chung• Started with < USD
10• Community
developer• Bank owner in
Entropia39
Redgrave – One virtual boutique
• Numerous stores selling all kinds of wares and services in-world
• International customer base• Easy payment scheme:
Microtransactions • Global work force: Microemployees
40
Buying and selling Linden Dollars
https://www.xstreetsl.com/modules.php?name=Currencyhttp://www.crossworldsxchange.com/
41
Showcasing current products
IBM’s Green Data Center43
Facilitating the virtual workforce
• Completely private virtual business worlds offering tools to conduct business and
collaborate• Fortune 500: IBM, Intel, Johnson & Johnson,
Motorola, Novartis, Unilever 45
Training and education
IFL at SSE and Duke Corporate Education
Co-developing and running a virtual team building exercise 46
Finding and recruiting talent globally
• Amazon.com job fair
• Benelux job fair• IBM island
• Entrepreneurs• Microemployees
47
The future of 3D internet
Before the first plate of aluminum is even bent for production, the
passengers will have sat in the plane, the crew will have serviced the plane,
and the pilots will have flown the plane.
CEO of Boeing supplier
48
49
From the mobility of goods to the mobility of financial capital to …
...the “mobility” of labor?
50
Will the playing field for SMEs be leveled?
Giovacchini et al. 2009
Innovation workshops bring
together users from across the globe
What are the implications for traditional industries?
“Soon all fashion designers will be originating their designs and
managing the production in virtual worlds….Why such a dramatic change? Economics, pure and
simple.”Shenlei Winkler,
Director Fashion Research Institute
Learn how to become an SL Fashion Designer at Fashiontech.wordpress.com/ 51
53
DNAug 20, 1996
Today’s discussion
Introduction and some facts and figures on virtual worlds
A look at education and collaboration in virtual worlds
Stepping into Second Life
Tony O’Driscoll on his new book, Learning in 3D
54
A wide range of education and training efforts in VWs
55
The University of Texas goes inworld
56
https://blogs.secondlife.com/community/learninginworld/blog/2009/09/15/the-first-statewide-rollout-of-a-virtual-world-learning-environment-the-university-of-texas-system-in-second-life
The last generation to “attend” college?
57
http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-virtual/
58
The future of education & training with VWs?
Low High
Distributed
Co-located
Participantreach
Degree of “co-creation”
??
NEWSFLASH: The Book is FINALLY DONE!
59
Slide: 60
Learning to change: The problem
KnowingFormalContent
TopicLearning
DoingInformalContext
TaskPerforming
http://www.flickr.com/photos/hansvandevorst/216877526/ O’Driscoll 2009 60
Wenger 1998, Hinton 2007
Where does learning take place?
61
Slide: 62
Learning to change: History lesson
1585-1587
O’Driscoll 2009 62
Getting things done requires good connections, both the human
kind and the Internet kind.
Schooling has confused us into thinking that learning was
equivalent to pouring content into people’s heads.
. It’s more practical to think of
learning as optimizing our networks.
Learning 2.0=NetWORKing
Jay Cross 63
Learning to change: Mind the TRAP!
Now that we are moving from factory work to anytime, anyplace work, we need an anytime anyplace educational parallel.
- Alvin Toffler
O’Driscoll 2009 64
Escaping FLATland
2D Synchronous Learning
3D Learning Experience
O’Driscoll 2009 65
3D Global Team ExperienceJuly 16, 2009 @ 7:30 AM EDT
Stockholm School of Economics
http://www.youtube.com/watch?v=N8XPmp0qGyg
Our innovation workshop area
Giovacchini, Teigland, Kuhler, & Helms 2009 68
“Flow” leads to creativity
Four steps• Getting inspired
• Knowledge sharing• Brainstorming
• VotingGiovacchini, Teigland, Kuhler, & Helms 2009 69
Other examplesMedical training by Forterra
−http://www.youtube.com/watch?v=DDTJJAwf6A4&feature=related
Virtual collaboration by ProtonMedia−http://www.youtube.com/watch?v=hYFolFZ2pRM
Workshop training by Teleplace (Qwaq)−http://www.teleplace.com/solutions/
workgroup_training.phpDisaster simulation by Play2Train
−http://www.pandemicsimulation.com/irhbtisopodcomp.jpg/view
71Snapshots by Reynolds 2007
Creating a successfulVirtual Learning Environment (VLE)
Pragmatic− Experience of
achieving learning objectives
Sociability− Perception of being a
member of a group/community
Usability− Quality of human-
computer interactions
Hedonic− Feeling of being
mentally stimulated or entertained
72Adapted from Nambisan & Nambisan 2008
Flow State of mind
leading to intrinsic reward,
one of main drivers of creativity
Some 3DLE tips
1. Initial design− Ensure objectives align with overall organizational
strategy: knowledge, attitudes, behaviors− Ensure learning objectives drive design and not
technology− Understand the participant profile, eg demographics,
learning style− Aim to match between objectives, participants, and
context of VW platform
2. Design− Think freely and do not be restricted by real world− Design based on four VLE components: pragmatic,
sociability, usability, hedonic− Keep it simple, do not overdesign
73Giovacchini et al 2009, Mahaley & Teigland 2009, Kapp & O’Driscoll 2010
Some 3DLE tips (cont’d)3. Preparation
− Separate learning of technology from learning related to program objectives
− Do not underestimate technical challenges, eg running software on various computers, accessing networks
− Do not assume younger generation is tech-savvy− Plan for contingencies
4. Running the event− Ensure adequate time for set-up and initial introduction
phase− Have coaches to help solve last minute technical challenges− Overcommunicate logistics to participants− Ensure adequate debriefing
5. After the event− Conduct follow-up, eg survey or interviews, of participants− Conduct After Action Review
74Mahaley & Teigland 2009, Kapp & O’Driscoll 2010
Building the business case
Microsoft conducted virtual Global Inclusion Summit− Travel and lodging cost avoidance of $1,617,000− Negative productivity avoidance of 900 Days− Environmental impact avoidance of 450,000 pounds CO2
equivalent
Mercedes-Benz simulated the manufacture of aluminum component− Cost reductions of up to 30% in several areas of vehicle
planning
IBM held virtual conference and annual meeting− Savings of USD 250,000 in travel and venue costs− USD 150,000 in productivity gains
Canadian Border Patrol conducted officer training inworld− Grades increased by 37%
75Kapp & O’Driscoll 2010
76
What are the challenges going forward?
What skills and roles are required?−For academics, coaches, program managers, and of
course the participants?−How do we get over the “digital immigrant” hurdle?
What does content look like? −Creation in real world for in-world? Or in-world for
real world? −Created by program or participants? Or co-created? −How do we escape our real world thinking?
How is the process best facilitated?−Embedding a 3D internet experience in the flow of
the learning program?−How do we ensure seamlessness?
Mahaley & Teigland 2009
Improving performance
77
Exploitation Exploration
March 1991, Kapp & O’Driscoll 2010
Productive learning
Generative learning
How do we move from productive learning to generative learning?
Today’s discussion
Introduction and some facts and figures on virtual worlds
A look at education and collaboration in virtual worlds
Stepping into Second Life
Tony O’Driscoll on his new book, Learning in 3D
78
Some things to do in SL
Take a guided tour at the IBM Business Center Visit a nuclear power power plant at Science School
(Univ of Denver) Experience a tsunami at Meteora (NOAA) Learn and experience the holocaust at the Holocaust
Museum Test your health literacy at Healthinfo Island (Group
owned) Diagnose patients at the Respiratory Ward at Imperial
College Fly a plane at Boyington Airfield (Group owned) Experience schizophrenia at UC Davis Learn English at ESL (English as a Second Language) Help make the world greener at Univ of Innsbruck Join the innovation team at Philips Play basketball at Ballers City (Group owned)
79
Today’s discussion
Introduction and some facts and figures on virtual worlds
A look at education and collaboration in virtual worlds
Stepping into Second Life
Tony O’Driscoll on his new book, Learning in 3D
80
81
Tony O’Driscoll, akaWada Tripp in SL
Duke University Professor of the
Practice Fuqua School of Business
NEWSFLASH: The Book is FINALLY DONE!
82
Immersive Internet Sensibilities
Sensibilities 2D Synchronous Learning3D Learning Experience
83
Seven activities or archetypes…. to date
84
Avatar PersonaRole PlayScavenger HuntGuided TourOperational
ApplicationConceptual
Orienteering
Critical IncidentCo-creationSmall Group WorkGroup ForumsSocial Networking
Kapp & O’Driscoll 2010
3DLE Design Principles
85
Case Studies: The Power of Positive Example
86
Case Study: Experiencing KristallnachtChallenge/Objectives Why 3D?
Solution Benefit/Result
Experiment with 3D installation design to avoid having to make costly physical mock ups
Engage people outside the museum in a co-create installation design process
Explore feasibility of leveraging 3D technologies to stage virtual exhibitions
The Museum’s narrative exhibition must affect visitors not only intellectually, but also emotionally
Wanted to explore whether or not virtual installations could create visceral experiences for participants
The Kristallnacht exhibition succeeded in delivering a kinetic, intellectual and visceral learning experience for participants.
Experience drove participants to ask how they should go about donating to the museum
87
3DLE Design Points
Build around specific OBJECTIVESCreate the right CONTEXTProvide MINIMAL GUIDELINESAllow opportunities to DEMOSTRATE LEARNINGBuild in INCENTIVES
88
New Rules!RULE 1: Change the NAME GameRULE 2: Build a Grass Roots CommunityRULE 3: Begin with Business IssuesRULE 4: Connect to Core MotivationRULE 5: Select the Right PilotsRULE 6: Pilot Early and OftenRULE 7: Focus on the First HourRULE 8: Begin with the FamiliarRULE 9: Build an Evidence BaseRULE 10: Prime the Scale Pump
89
Back to the Future!
90
Some helpful sources
http://secondlifegrid.net/slfe/education-use-virtual-world
http://www.kzero.co.uk/ http://www.virtualworldsnews.com/ Books
− Wankel & Kingsley, Higher Education in Virtual Worlds http://books.emeraldinsight.com/display.asp?
isb=9781849506090&CUR=GBP
− Kapp & O’Driscoll, Learning in 3D Blogs
− http://wadatripp.wordpress.com/ SLED list
− https://lists.secondlife.com/cgi-bin/mailman/listinfo/educators
91
Thanks and see you in world!
Karinda Rhode
aka Robin Teiglandrobin.teigland@hhs.se
www.knowledgenetworking.org
www.slideshare.net/eteigland
93
Photo: Lindholm, Metro
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