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

You’re unlocking the treasure…

But did they even notice the map?

Agenda
1. The “Push” Paradox
2. Plan your Push messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study

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

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

Intent of Push Communications
We’re stuck
here
1. Get their
Attention
2. Build
Knowledge
3. Drive
Action/Change

Agenda
1. The “Push” Paradox
2. Plan your Push Messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study

5 Key Elements for Plan
Measurable Goals
Context
Audience
Message
Channels

Detailed, Measurable Goals

CONTEXT: Current state of affairs
• Existing Resources?
• Quality of your Push right now
Easy to read?
•
Haphazard?
•
Consolidated?
•
SPAM ?
•
• Past measurements, results?

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?

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.

CHANNELS
I.M.
Digital Signage
E-Bulletin
Boards
RSS
Posters
Print pubs
Videos
Wikis
Team Meetings
Leader Visits
Conferences
Letters to Staff

Agenda
1. The “Push” Paradox
2. Plan your Push Messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study

Channel Mix Criteria
• Cuts through?
• Appropriate?
• Media-rich?
• Targeted?
• Measurable?

Cuts Through?
High Med Low
• face-to-face • Screensavers • email
trainings • IM • microblog/Tweets
• team champions • voicemails • posters
• conferences • SMS campaigns • blogs, forums
• launch packs • print mags • html bulletins
• desktop • digital signage • podcasts
tickers/alerts • video • Q&As
• leader visits • staff letter
• teaser mailings
• team meetings

Media-Rich?
Words/Text Image-rich Interactive
• Desktop tickers • screensavers • face-to-face
trainings
• Microblog/tweets • posters
• blogs, forums
• Plain email • print mags
• Q&As
• IM • digital signage
• online training
• SMS/Texting • video
• team champions
• podcasts • teaser mailings
• team meetings
• staff letter • Conferences
• leader visits
• Voicemail • Launch packs
broadcast • html bulletins

Agenda
1. The “Push” Paradox
2. Plan your Push Messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study

Emerging broadcast Channels
Microblogs Desktop messaging Mobile Device
Yammer, present.ly Alerts, scrolling SMS,
tickers PDA apps

Emerging Broadcast Channels
Screensavers Digital Signage E-mags
New options enable Cost coming down, Highly visual, low
targetable, content interface touch, staff
click-thru-enabled, easier to use generated, desktop
easy to change delivery

Agenda
1. The “Push” Paradox
2. Plan your Push Messaging
3. Achieving the Right Channel Mix
4. New Channels
5. Case Study

Vodafone Business Overview
• Customer-focused
• Flat structure
• Decision-making close
to the customer
• Empowered and
engaged staff

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

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

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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

Takeaways
Measureable
Goals
Plan your
Push
Build a
Fresh
Channel Mix

THANK YOU,
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 Cassin
1.805.715.0300. Twitter: paulacassin. LinkedIn: paulacassin
for Intranet Tour Webinar, March 24, 2008, www.ragan.com