push comms for intranet ragan webinar mar 24v3

30
Do your ‘push’ communications support your intranet? How to use ‘push’ to successfully drive employees to your resources for Intranet Tour Webinar, March 24, 2008, www.ragan.com

Upload: paula-cassin

Post on 19-May-2015

1.192 views

Category:

Business


1 download

DESCRIPTION

20-minute presentation we did at the March 24th Intranet Tour Virtual Conference, held by Ragan Communications.

TRANSCRIPT

Page 1: Push Comms For Intranet Ragan Webinar Mar 24v3

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

Page 2: Push Comms For Intranet Ragan Webinar Mar 24v3

You’re unlocking the treasure…

Page 3: Push Comms For Intranet Ragan Webinar Mar 24v3

But did they even notice the map?

?

Page 4: Push Comms For Intranet Ragan Webinar Mar 24v3

Agenda

1. The “Push” Paradox

2. Plan your Push messaging

3. Achieving the Right Channel Mix

4. New Channels

5. Case Study

Page 5: Push Comms For Intranet Ragan Webinar Mar 24v3

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

Page 6: Push Comms For Intranet Ragan Webinar Mar 24v3

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

Page 7: Push Comms For Intranet Ragan Webinar Mar 24v3

Intent of Push Communications

3. Drive Action/Chan

ge

2. Build Knowledg

e

1. Get their

Attention

We’re stuck here

Page 8: Push Comms For Intranet Ragan Webinar Mar 24v3

Agenda

1. The “Push” Paradox

2. Plan your Push Messaging

3. Achieving the Right Channel Mix

4. New Channels

5. Case Study

Page 9: Push Comms For Intranet Ragan Webinar Mar 24v3

5 Key Elements for Plan

Measurable Goals

Context

Audience

Message

Channels

Page 10: Push Comms For Intranet Ragan Webinar Mar 24v3

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!

Page 11: Push Comms For Intranet Ragan Webinar Mar 24v3

CONTEXT: Current state of affairs

• Existing Resources? • Quality of your Push right now• Easy to read?• Haphazard?• Consolidated?• SPAM ?

• Past measurements, results?

Page 12: Push Comms For Intranet Ragan Webinar Mar 24v3

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?

Page 13: Push Comms For Intranet Ragan Webinar Mar 24v3

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.

Page 14: Push Comms For Intranet Ragan Webinar Mar 24v3

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

Page 15: Push Comms For Intranet Ragan Webinar Mar 24v3

Agenda

1. The “Push” Paradox

2. Plan your Push Messaging

3. Achieving the Right Channel Mix

4. New Channels

5. Case Study

Page 16: Push Comms For Intranet Ragan Webinar Mar 24v3

Channel Mix Criteria

• Cuts through?

• Appropriate?

• Media-rich?

• Targeted?

• Measurable?

Page 17: Push Comms For Intranet Ragan Webinar Mar 24v3

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

Page 18: Push Comms For Intranet Ragan Webinar Mar 24v3

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

Page 19: Push Comms For Intranet Ragan Webinar Mar 24v3

Agenda

1. The “Push” Paradox

2. Plan your Push Messaging

3. Achieving the Right Channel Mix

4. New Channels

5. Case Study

Page 20: Push Comms For Intranet Ragan Webinar Mar 24v3

Emerging broadcast Channels

MicroblogsYammer, present.ly

Desktop messagin

gAlerts,

scrolling tickers

Mobile DeviceSMS,

PDA apps

Page 21: Push Comms For Intranet Ragan Webinar Mar 24v3

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

Page 22: Push Comms For Intranet Ragan Webinar Mar 24v3

Agenda

1. The “Push” Paradox

2. Plan your Push Messaging

3. Achieving the Right Channel Mix

4. New Channels

5. Case Study

Page 23: Push Comms For Intranet Ragan Webinar Mar 24v3

Vodafone Business Overview

• Customer-focused

• Flat structure

• Decision-making close to the customer

• Empowered and engaged staff

Page 24: Push Comms For Intranet Ragan Webinar Mar 24v3

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

Page 25: Push Comms For Intranet Ragan Webinar Mar 24v3

(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

Page 26: Push Comms For Intranet Ragan Webinar Mar 24v3

Press any key for next slideSequence running…

Win tickets to the Godfather of Stand Up comedy!

Page 27: Push Comms For Intranet Ragan Webinar Mar 24v3

Use any key for next slide

Page 28: Push Comms For Intranet Ragan Webinar Mar 24v3

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

Page 29: Push Comms For Intranet Ragan Webinar Mar 24v3

Takeaways

Measureable GoalsPlan your PushBuild a Fresh Channel Mix

Page 30: Push Comms For Intranet Ragan Webinar Mar 24v3

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,