the hook model - ali conferences · the hook model — for internal communications —— for...

R E W A R D T R I G G E R I N V E S T M E N T A C T I O N S T A R T R E P E A T Marcus sees a new message notification in his inbox. Marcus clicks to open the email, scrolls through it or clicks links for more information. Marcus completes additional steps that: From Nir Eyal’s book, Hooked: How to Build Habit-Forming Products. 2014 Marcus finds out what the email is about, what the poll results from last week are, and/or who the employee of the month is. (Bonus: his inbox is cleared!) Inbox (0) Complete survey Newsletter feedback Submit photo/story Email subject Poll results Employee of the month 1 2 3 4 The Hook Model — for Internal Communications — The Hook Model — for Internal Communications — Internal channels are now directly competing with a host of other apps for employee attention and time. It’s now time for internal comms to catch up. Here are the four stages of the hook model and how to create internal emails that stick with your audience, like Marcus from Marketing. Triggers: - Smartphone notifications - Email notification - Feeling of lonliness, boredom, or uncertainty Repeat Trigger Internal trigger- something the employee feels like boredom or loneliness that needs to be resolved. External trigger- A signal that can be seen, heard or even felt (ie. a buzzing smartphone) that causes an employee to need or want to perform an action. Action The simplest action an employee can take in anticipation of a future reward. Reward The objective for the employee (or the ‘itch we seek to scratch’). Investment The little bit of work employees must do to get a future reward and pass through the hook framework again to form a habit. More Examples More Examples The 4 Stages Explained The 4 Stages Explained Actions: - Scrolling through to reach the content - Finding and acting on the call to action (CTA) Rewards: - Recurring variable content (weekly poll results, quote, contest,...etc.) - Personally relevant content (employee stories) - Powerful images - Receiving recognition (likes, shares, comments) Investments: - Time (reading updates) - Personal information (survey input, creating profile,...etc.) - Effort (filling out information, comments and feedback,...etc.) 1 2 3 4 Hungry For More? Check out our Hooked Webinar

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Page 1: The Hook Model - ALI Conferences · The Hook Model — for Internal Communications —— for Internal Communications — ... - Feeling of lonliness, boredom, or uncertainty Repeat

REWARD

TRIGGER

INV

ESTM

ENT

ACTIO

START

REPE

Marcus sees a new message notification in his inbox.

Marcus clicks to open the email, scrolls through it or clicks links for more

information.

Marcus completes additional steps that:

From Nir Eyal’s book, Hooked: How to Build Habit-Forming Products. 2014

Marcus finds out what the email is about, what the poll results from last week are, and/or who the employee of the month is. (Bonus: his inbox is cleared!)

Inbox (0)

Complete survey

Newsletter feedback

Submit photo/story

Email subject

Poll results

Employee of the month

The Hook Model— for Internal Communications —The Hook Model

— for Internal Communications —

Internal channels are now directly competing witha host of other apps for employee attention and time.It’s now time for internal comms to catch up. Hereare the four stages of the hook model and how tocreate internal emails that stick with your audience, like Marcus from Marketing.

Triggers:- Smartphone notifications- Email notification- Feeling of lonliness, boredom, or uncertainty

Repeat

TriggerInternal trigger- something the employee feels like boredom or loneliness that needs to be resolved.

External trigger- A signal that can be seen, heard or even felt (ie. a buzzing smartphone) that causes an employee to need or want to perform an action.

ActionThe simplest action an employee can take in anticipation of a future reward.

RewardThe objective for the employee(or the ‘itch we seek to scratch’).

InvestmentThe little bit of work employees must do to get a future reward and pass through the hook framework again to form a habit.

More ExamplesMore Examples

The 4 Stages ExplainedThe 4 Stages Explained

Actions:- Scrolling through to reach the content- Finding and acting on the call to action (CTA)

Rewards:- Recurring variable content (weekly poll results, quote, contest,...etc.)- Personally relevant content (employee stories)- Powerful images- Receiving recognition (likes, shares, comments)

Investments:- Time (reading updates)- Personal information (survey input, creating profile,...etc.)- Effort (filling out information, comments and feedback,...etc.)

Hungry For More?

Check out our Hooked Webinar

http://bananatag.com/hub/internal-comms/resources/how-to-get-your-employees-hooked/

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