Optimizing Your Broadcast Communications

Optimizing Your
Broadcast Communications
Capture Employee Attention and
Weed Out ‘Internal Spam’
For Webinar, April 16, 2008 www.cutthroughcommunications.com

Technology solutions to revolutionize employee messaging and communication
Paula Cassin
CEO/Founder

Agenda
The Problem of Internal Spam, Employee Information Overload
Three Suggested Solutions
Takeaways

Role of Broadcast Communications
We’re stuck here

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

The Issue
Too much email and communications clutter
means
important business info
gets missed

Suggested Solutions
Manage Broadcast Comms – Take Charge
Optimize your Broadcasts – Improve the message
Provide Alternatives – Remove the noise

Solution #1: Manage Broadcast Comms

Solution #1: Outcomes
Protect Employees from Spamand Info Overload
Make sure that critical 5% gets through

Solution #2: Optimize your Broadcasts

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

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

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

Make Comms easier to absorb
Make Comms more
enjoyable and interesting
for employees

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

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

Solution #3: Enterprise Example
Cut through for critical content
Feedback and education
Targeted advertising
News aggregation
Contributions and social media

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?
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,

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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Optimizing Your Broadcast Communications

by Paula Cassin on Jun 24, 2009

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