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

Which professions will be revolutionized?

52

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

92

Tremendous opportunities!!!!

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