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Optimizing Your Broadcast Communications

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Optimizing your Broadcast Communications to Employees: ideas for recapturing their attention and reducing internal spam.

Optimizing your Broadcast Communications to Employees: ideas for recapturing their attention and reducing internal spam.

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  • I’m Paula Cassin, CEO of Cut Through Communications, an internal communications technology company. We specialize in broadcast communications software….and it’s in working with our customers that we’ve started to see several ways to optimize broadcast comms
  • First we’ll talk a bit about the current state of broadcast communications and the problems most of us face, then we’ll give you three different ideas on how to tackle them.
  • Right now, with broadcast comms, most people get stuck here, right at the beginning. We’ve heard stories of communicators who are getting the blame from management for not getting through to employees – optional event that no one showed up to, despite emails.
  • Let’s take email as an example, as it’s the main broadcast channel we all use. Status Quo in depts is…
  • Here’s what you need to consider, probably down on paper, to be really effective in terms of your broadcast communications, OK?Right now, most people will plan around their initiative or project, and they’ll pay attention to message content, but they’ll really gloss over the rest. Let’s go through each one in detail and I’ll give you some examples.
  • When you send an email or text or promo pack out to your sales reps, how do you know it’s been effective? For most of us, we really do not measure at this level. We have high level goals or even specific goals for the PROJECT, but not for individual communications. EXAMPLE: let’s say you’re working on the new Sales competition – great prizes for reaching certain levels of sales in your newest categories. You’ll know what sales levels you need and probably analyze where you’re at each month. But it turns out you sent the initial email launching it on the day Corporate Comms announced the closure of your chocolate factory in Ohio, which was also the day that airplane landed on the Hudson River AND the day everyone got their quarterly retirement plan statement. In fact, a lot of Sales Managers were rather preoccupied in the team meetings going over the plant closure and grandfathered product lines, so they sort of glossed over the competition. This is why you better be measuring click throughs to the intranet page, downloads of the pdf, sign ups to email notifications. Whatever you can measure that will tell you whether employees have responded in some way to what you sent.Keep breaking down your goals until you’re at ground level - Where do you need them to go? Did you get them there?
  • EXAMPLE: let’s say you’re working on the new Sales competition – great prizes for reaching certain levels of sales in your newest categories. You’ll know what sales levels you need and probably analyze where you’re at each month. But it turns out you sent the initial email launching it on the day Corporate Comms announced the closure of your chocolate factory in Ohio, which was also the day that airplane landed on the Hudson River AND the day everyone got their quarterly retirement plan statement. In fact, a lot of Sales Managers were rather preoccupied in the team meetings going over the plant closure and grandfathered product lines, so they sort of glossed over the competition. This is why you better be measuring click throughs to the intranet page, downloads of the pdf, sign ups to email notifications. Whatever you can measure that will tell you whether employees have responded in some way to what you sent.
  • So on this one slide we’ve got a whole nother 30 minutes! Here’s we look at WHAT you’re writing, the content. Recently IABC, the international association for Business communicators put out a very good report on preparing messages for information overload environments. They make 6 recommendations and are a pretty good way to review your content/messages. CONSISTENT STRUCTURE. Do you send out a weekly email newsletter giving key info and linking to more details? Do you structure your emails consistently to give readers CUES.Sumup at the top, ACTION REQUIRED clearly marked. Who what when why howProctor and Gamble Memo template: the idea, background, how it works, key benefits, next steps.
  • EXAMPLE: let’s say you’re working on the new Sales competition – great prizes for reaching certain levels of sales in your newest categories. You’ll know what sales levels you need and probably analyze where you’re at each month. But it turns out you sent the initial email launching it on the day Corporate Comms announced the closure of your chocolate factory in Ohio, which was also the day that airplane landed on the Hudson River AND the day everyone got their quarterly retirement plan statement. In fact, a lot of Sales Managers were rather preoccupied in the team meetings going over the plant closure and grandfathered product lines, so they sort of glossed over the competition. This is why you better be measuring click throughs to the intranet page, downloads of the pdf, sign ups to email notifications. Whatever you can measure that will tell you whether employees have responded in some way to what you sent.
  • You’ve worked hard to put together a treasure trove of resources for employees. But they have to get there and use it
  • Transcript

    • 1. Optimizing Your
      Broadcast Communications
      Capture Employee Attention and
      Weed Out ‘Internal Spam’
      For Webinar, April 16, 2008 www.cutthroughcommunications.com
    • 2. Technology solutions to revolutionize employee messaging and communication
      Paula Cassin
      CEO/Founder
    • 3. Agenda
      The Problem of Internal Spam, Employee Information Overload
      Three Suggested Solutions
      Takeaways
    • 4. Role of Broadcast Communications
      We’re stuck here
    • 5. The Status Quo
      Change to staff healthcare plan
      Welcome new hires
      Your Employees
      Weekly positions vacant
      New Expense claim form
      New employee disputes process from 1st Jan
      Financial industry forecast
      Annual Shareholder Meeting live webcast
      SAP Training for Accounting Dept – sign up
      Company mission statement and annual objectives now on intranet
      New intranet goes live
      Executive Briefing coming up
      Sales Conference - register
      Annual Engagement Survey - complete this week
      New Communities of Interest - Innovation
      Brown Bag lunch on retail industry trends
      New sales claims process
      Upcoming Product Launch – X version 6.2
      January special offers and promos
      Monthly call center performance stats
      Top Telesales rep for the month
      Customer support stories
      Cisco Certification coming up
      New technology updates
      Outage notifications
    • 6. The Issue
      Too much email and communications clutter
      means
      important business info
      gets missed
    • 7. Suggested Solutions
      Manage Broadcast Comms – Take Charge
      Optimize your Broadcasts – Improve the message
      Provide Alternatives – Remove the noise
    • 8. Solution #1: Manage Broadcast Comms
    • 9. Solution #1: Outcomes
      Protect Employees from Spamand Info Overload
      Make sure that critical 5% gets through
    • 10. Solution #2: Optimize your Broadcasts
    • 11. Measure, Benchmark
      Are you getting through? Do you even know?
      What’s a normal response rate in yr org?
      Readership
      Click-throughs
      Survey responses
      Ratings
      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
    • 12. Context: Current state of affairs
      COMPETITION. Who else sends them broadcasts?
      FREQUENCY. How often do staff receive broadcasts?
      VOLUME. How many other emails/voicemails do they get a day/week?
      PAST RESPONSE. How have they responded in the past?
      INTRANET. Quality of intranet/in-depth resources
    • 13. 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!
    • 14. Channel Mix Criteria
      Cuts through?
      Appropriate?
      Media-rich?
      Targeted?
      Measurable?
    • 15. 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
    • 16. Solution #2: Outcomes
      Make Comms easier to absorb
      Make Comms more
      enjoyable and interesting
      for employees
    • 17. Convert info to PULL
      Consolidate Interruptions
      Have Channels for every requirement
      Email
      Voicemail broadcasts
      Screensavers
      Internal Blog
      Q&As
      Forums
      I.M.
      Digital Signage
      E-Bulletin Boards
      RSS
      Posters
      Print pubs
      Videos
      Wikis
      Scrolling news tickers
      Desktop Alerts
      SMS/Text Apps
      Micro Blogs
      INTRANET news
      Launch Packs
      Peers/Champions
      Training Sessions
      Team Meetings
      Leader Visits
      Conferences
      Letters to Staff
      Solution # 3: Provide Alternatives
    • 18. 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
    • 19. Solution #3: Enterprise Example
      Cut through for critical content
      Feedback and education
      Targeted advertising
      News aggregation
      Contributions and social media
    • 20. Solution #3: Outcomes
      All Communications still given
      an outlet (nothing stifled)
      Info available on demand
      Delivery method matches
      content relevance
    • 21. The Snap Comms Tools
      Snap Alert
      Snap Ticker
      Snap Quiz
      Snap Poll
      Snap Mag
      Snap Shots
      Snap Interactive
    • 22. TAKEAWAYS&QUESTIONS?
      MANAGEyour broadcast comms company-wide
      OPTIMIZE each message to be easy for staff to absorb and action
      CHANNEL content into appropriate mediums to reduce noise, maximize cut through
      Checklists,
    • 23. CHECKLISTS HERE: http://bit.ly/lqkjc
      Feel free to contact me/us at Cut Through Comms
      www.cutthroughcommunications.com
      Paula Cassin
      1.805.715.0300. Twitter: paulacassin. LinkedIn: paulacassin
      for Webinar: Communicate to Help, not Hinder, your Salesforce, April 2009
      THANK YOU!
      5 ways to reduce Email Overload:http://blog.cutthroughcommunications.com
      IABC Preparing Messages Report: www.iabc.com (free for members or $99)
      Paula.cassin@cutthroughcommunications.com
      http://www.twitter.com/paulacassin

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