Do your ‘push’ communications support your intranet?
How to use ‘push’ to successfullydrive employees to your resources
for Intranet Tour Webinar, March 24, 2008, www.ragan.com
You’re unlocking the treasure…
But did they even notice the map?
?
Agenda
1. The “Push” Paradox
2. Plan your Push messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study
The Push Paradox
“…employee communicators have a bit of a problem: namely, there’s a real good
chance nobody is going to CHOOSE to see our stuff.
Yet we have stuff they need to see.”Steve Crescenzo, Consultant
The Push Paradox cont’d
“We need to ‘push’ out information that explains WHAT the business is doing,
and WHY it is doing it . . .and then use interactive social media tools
to get employees to start talking about HOW they’re going to help make it
happen.”Steve Crescenzo, Consultant
Intent of Push Communications
3. Drive Action/Chan
ge
2. Build Knowledg
e
1. Get their
Attention
We’re stuck here
Agenda
1. The “Push” Paradox
2. Plan your Push Messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study
5 Key Elements for Plan
Measurable Goals
Context
Audience
Message
Channels
Detailed, Measurable Goals• Reduce Re-work or Cost• Improve Productivity• Increase Engagement
30,000 Feet
• Launch a new HR Portal• Migrate old content to MOSS• Add RSS newsfeeds
15,000 Feet
• Get Employees to update HR info regularly• Notify and train all site owners before launch• Teach staff how to personalize newsfeeds
5,000 Feet
• X completed registrations for MyPortal Week 1
• % site owners complete Module A this month• XX click throughs from email & newsletter
Ground Level!
CONTEXT: Current state of affairs
• Existing Resources? • Quality of your Push right now• Easy to read?• Haphazard?• Consolidated?• SPAM ?
• Past measurements, results?
AUDIENCE
Where are they at?• Is your message important or useful to
them?• What do they care about right now?• What coping strategies are they using to
overcome info overload?
Read this.
Really, I mean it
MESSAGE*
• Make it fresh• Essentials only• Consistent structure• Overview for context• Use several mediums
(text, image, table, video…)
• Invite interaction
*based on IABC Research Report:Preparing Messages for Information Overload Environments,” Eppler/Mengis, 2009.
CHANNELS
EmailVoicemail
broadcastsScreensaversInternal BlogQ&AsForums
I.M.Digital
SignageE-Bulletin
Boards RSS Posters Print pubs Videos Wikis
Launch PacksPeers/ChampionsTraining Sessions
Scrolling news tickers
Desktop Alerts
SMS/Text Apps
Micro Blogs
Team MeetingsLeader VisitsConferencesLetters to Staff
Agenda
1. The “Push” Paradox
2. Plan your Push Messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study
Channel Mix Criteria
• Cuts through?
• Appropriate?
• Media-rich?
• Targeted?
• Measurable?
Cuts Through?
High•face-to-face trainings•team champions•conferences•launch packs•desktop tickers/alerts
Med•Screensavers•IM•voicemails•SMS campaigns•print mags•digital signage•video•leader visits•teaser mailings•team meetings
Low•email•microblog/Tweets•posters•blogs, forums•html bulletins•podcasts•Q&As•staff letter
Media-Rich?
Words/Text
•Desktop tickers•Microblog/tweets•Plain email•IM•SMS/Texting•podcasts•staff letter•Voicemail broadcast
Image-rich
•screensavers•posters•print mags•digital signage•video•teaser mailings•Conferences•Launch packs•html bulletins
Interactive
•face-to-face trainings•blogs, forums•Q&As•online training•team champions•team meetings•leader visits
Agenda
1. The “Push” Paradox
2. Plan your Push Messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study
Emerging broadcast Channels
MicroblogsYammer, present.ly
Desktop messagin
gAlerts,
scrolling tickers
Mobile DeviceSMS,
PDA apps
Emerging Broadcast Channels
Screensavers
New options enable
targetable, click-thru-enabled, easy to change
Digital Signage
Cost coming down, content
interface easier to
use
E-magsHighly
visual, low touch, staff generated,
desktop delivery
Agenda
1. The “Push” Paradox
2. Plan your Push Messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study
Vodafone Business Overview
• Customer-focused
• Flat structure
• Decision-making close to the customer
• Empowered and engaged staff
Specific Internal Communications Objectives
• Free up meetings
• Increase intranet usage
• Involve staff, build engagement
• Build community spirit
• Centrally manage communications
• Targeted communications that fit with work flows
(Feedback and Education)
(cut through for critical content)
(email consolidation)
(targeted advertising)
The Tool Kit
Snap Shots – Screensavers
The Lot – Interactive e-newsletter
Snap Alert – Pop ups
Snap Ticker – RSS-enabled scrolling feeds
Snap Quiz – Interactive quiz
Snap Survey – Interactive survey
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A Review of Vodafone’s Objectives
Measure and benchmark attitudes
Free up team meetings from 'house keeping'
Help people find information they require on the intranet
Involve staff, build engagement and community spirit
Timed, targeted communications that fit with work flows
Centrally manage the communication process
Takeaways
Measureable GoalsPlan your PushBuild a Fresh Channel Mix
for Intranet Tour Webinar, March 24, 2008, www.ragan.com
and please sign up for our free April webinar: Communicate to Help-not-Hinder your Salesforce- how broadcast communications can reduce sales cycles,
drive promotions, and increase engagement.www.cutthroughcommunications.com
Paula Cassin1.805.715.0300. Twitter: paulacassin. LinkedIn: paulacassin
THANK YOU,