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7 breakthrough ideas for creating engaging channels

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The great divide


© Davis & Company • 37 breakthrough ideas for creating engaging channels

There’s a disconnectThe great divide

Internal communication experience

Employee expectations


Employees have state-of-the-art expectationsThe great divide


Look for curated contentEmployees have state-of-the-art expectations

But thisNot this


Demand a social componentEmployees have state-of-the-art expectations


Rely on mobileEmployees have state-of-the-art expectations


But get retro communicationsEmployees have state-of-the-art expectations

Intranets still operating like digital newspapers


Leaders lecture, rather than converseBut get retro communications


Content explains what, not howBut get retro communications



How can we bridge the gap?The great divide


7 breakthrough ideas




20

Everyone into the pool

Communication in motion

From “news” to “at your service”

Bring the fun

Apply the Goldilocks principle

The rise of leaders and managers

Algorithms rule (and rock)



1. Everyone into the pool

21


Today Future

Employee as audience We all participate



1. Everyone into the pool

22

Today

• Democratic content creation

• Reddit-style crowd voting

• Social networking (really)

Future That means

Employee as audience We all participate




2. Communication in motion

24

Today Future

Read (and sometimes notice) the screen

On the go




2. Communication in motion

25

Today

• Mobile (device-flexible)

• Wearable

• Workplace next wave

• Sound and visual

Future That means

Read (and sometimes notice) the screen

On the go




3. From “news” to “at your service”

27

Today Future

Old-fashioned “news” bureau

Unique, useful content




3. From “news” to “at your service”

28

Today

• Service-oriented how-to

• Arresting, surprising information

• Instant accessibility (through search, customization, personalization)

Future That means

Old-fashioned “news” bureau

Unique, useful content




4. Bring the fun

30


Today Future

Heavy on the facts, token graphics

Interactivity that informs, entertains and engages



4. Bring the fun

31

Today

• Humor, creative wordplay, cartoons

• Viral videos, selfies, group shots, photo bombs

• Gamification, intranet leader boards, recognition badges

Future That means

Heavy on the facts, token graphics

Interactivity that informs, entertains and engages




5. Apply the Goldilocks principle

33

Today Future

“One size fits all” communication

Just enough content, “just right” context




5. Apply the Goldilocks principle

34

• Bite/snack/meal approach

• Filters, choose-your-own feeds (social and news)

• Communities of purpose

That means


Today Future

“One size fits all” communication

Just enough content, “just right” context



6. The rise of leaders and managers

36

Today Future

Leaders report and share direction; managers

attempt to interpret

Integrated, inspirational leadership




6. The rise of leaders and managers

37

Today

• New expectations

• Strong alignment between leaders/managers

• Skills/content development

Future That means

Leaders report and share direction; managers

attempt to interpret

Integrated, inspirational leadership




7. Algorithms rule (and rock)

39

Today Future

“Send all” and large, dumb lists

All about me: customized and individual segmentation




7. Algorithms rule (and rock)

40

Today

• Technology, technology, technology

• Content must be compelling

Future That means

“Send all” and large, dumb lists

All about me: customized and individual segmentation




Implications for communicators (starting today)

42


Today

• Client account manager

• Channel wrangler

• Aggregator

Role will change

Future

• Facilitator

• Knowledge manager

• “Experience” director

• Curator

New skills will be needed

Today

• Writing/editing

• Customer service

• Packaging

Future

• Producing: visual, video, gaming

• Coaching, consulting, facilitating


Davis & Company

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Davis & Company Employee Communication

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