Optimizing Your Broadcast Communications
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Transcript of Optimizing Your Broadcast Communications
Optimizing Your Broadcast Communications
Capture Employee Attention andWeed Out ‘Internal Spam’
For Webinar, April 16, 2008 www.cutthroughcommunications.com
Technology solutions to revolutionize employee
messaging and communication
Paula CassinCEO/Founder
Agenda
1. The Problem of Internal Spam, Employee Information Overload
2. Three Suggested Solutions
3. Takeaways
Role of Broadcast Communications
3. Drive Action/Chan
ge
2. Build Knowledg
e
1. Get their
Attention
We’re stuck here
The Status QuoExecutive
Human Resources
Finance
Corp Comms
R & D
Sales
Marketing
Customer Service
I.T.
Your Employees
New Communities of Interest - Innovation
Financial industry forecastAnnual Shareholder Meeting live webcast SAP Training for Accounting Dept – sign up
Cisco Certification coming upNew technology updatesOutage notifications
Monthly call center performance statsTop Telesales rep for the monthCustomer support stories
Upcoming Product Launch – X version 6.2January special offers and promos
Brown Bag lunch on retail industry trendsNew sales claims process
New Expense claim formNew employee disputes process from 1st Jan
Change to staff healthcare plan
Weekly positions vacantWelcome new hires
New intranet goes liveExecutive Briefing coming up
Annual Engagement Survey - complete this weekSales Conference - register
Company mission statement and annual objectives now on intranet
Too much email and communications
clutter means
important business infogets missed
The Issue
Suggested Solutions
1. Manage Broadcast Comms – Take Charge
2. Optimize your Broadcasts – Improve the message
3. Provide Alternatives – Remove the noise
Solution #1: Manage Broadcast Comms
• Limit access to Distribution Lists• Sign-off process for “push”Control
• Define which messages qualify for each channel
• Company-wide guidelines + trainingCriteria
• Central Comms Calendar and Timeline• Protect employees from too much infoVisibility
• To reduce ‘push’, provide good alternatives• Full Range from Pull to PushOptions
Solution #1: Outcomes
Protect Employees from Spamand Info Overload
Make sure that critical 5% gets through
Solution #2: Optimize your Broadcasts
Measurable
Context
Message
Channels
Interaction
Measure, Benchmark
1. Are you getting through? Do you even know?
2. What’s a normal response rate in yr org?
• Readership
• Click-throughs
• Survey responses
• Ratings
1. Pick your ideal target outcomes
• X entries tagged in CRM by at least X sales reps
• X click throughs to new product page
• Training module viewed/completed by % reps
Context: Current state of affairs
1. COMPETITION. Who else sends them broadcasts?
2. FREQUENCY. How often do staff receive broadcasts?
3. VOLUME. How many other emails/voicemails do they get a day/week?
4. PAST RESPONSE. How have they responded in the past?
5. INTRANET. Quality of intranet/in-depth resources
Read this.
Really, I mean it
Optimize your Message*
Six key recommendations.• Consistent structure• Make it fresh• Pare it down• 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.Read it for more great details!
Channel Mix Criteria
• Cuts through?
• Appropriate?
• Media-rich?
• Targeted?
• Measurable?
Inviting Employee Interaction
“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
Solution #2: Outcomes
Make Comms easier to absorb
Make Comms more enjoyable and interestingfor employees
EmailVoicemail
broadcastsScreensaversInternal BlogQ&AsForums
I.M.Digital
SignageE-Bulletin
Boards RSS Posters Print pubs Videos Wikis
INTRANET newsLaunch PacksPeers/ChampionsTraining Sessions
Scrolling news tickers
Desktop Alerts
SMS/Text Apps
Micro Blogs
Team MeetingsLeader VisitsConferencesLetters to Staff
Solution # 3: Provide Alternatives
1. Convert info to PULL
2. Consolidate Interruptions
3. Have Channels for every requirement
Solution #3: Enterprise Example…
• Competition: every staff member with girl scout cookies to sell
• Audience: extreme email fatigue
• Volume: hundreds of email broadcasts per day, mostly spam.
• Context shows that even the best email in the world would get a low response
Contributions and social media
News aggregation
Targeted advertising
Solution #3: Enterprise Example
Feedback and education
Cut through for critical content
Solution #3: Outcomes
All Communications still given an outlet (nothing stifled)
Info available on demand
Delivery method matches content relevance
The Snap Comms Tools
Snap Alert
Snap Ticker
Snap Quiz
Snap Poll
Snap Mag
Snap Shots
Snap Interactive
TAKEAWAYS&
QUESTIONS?
Checklists,
MANAGEyour broadcast comms company-
wideOPTIMIZE
each message to be easy for staff to absorb and action
CHANNEL content into appropriate mediums
to reduce noise, maximize cut through
for Webinar: Communicate to Help, not Hinder, your Salesforce, April 2009
CHECKLISTS HERE: http://bit.ly/lqkjcFeel free to contact me/us at Cut Through Comms
www.cutthroughcommunications.com
Paula Cassin1.805.715.0300. Twitter: paulacassin. LinkedIn: paulacassin
THANK YOU!
5 ways to reduce Email Overload:http://blog.cutthroughcommunications.com
IABC Preparing Messages Report: www.iabc.com (free for members or
$99)
http://www.twitter.com/paulacassin