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Internal Communication Essentials: Personalization

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Learn how, why and what to personalize to increase the impact, effectiveness and readership of your internal communications

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Internal Communication Essentials: Personalization

  1. 1. Personalization denise cox, Lead Communications Consultant, Newsweaver Twitter hashtag: #icewebinar
  2. 2. 400 blue-chip and FTSE 100 organizations in 97 countries use Newsweaver Internal Connect to help them inform, engage and inspire employees
  3. 3. denise cox Lead communications consultant, Newsweaver Twitter: @denisecox Website: www.newsweaver.com/internal-communications Twitter hashtag: #icewebinar Claire Bergin Digital Marketing Executive, Newsweaver Twitter: @Newsweaver_IC Website: www.newsweaver.com/internal-communications
  4. 4. Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014
  5. 5. 32% personalize emails (name, job title) 10% target content Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014
  6. 6. Reduce frequency Increase relevance Target audiences Personalize to each employee Promote engagement, feedback Access in-depth measurement Achieve better results Insight to share with stakeholders What you’re missing
  7. 7. Next step: employee data Who needs the communication What role in the organization Where sit in the organization Why need the communication Up-to-date data essential
  8. 8. Timely, targeted and relevant Treated as individuals Increased engagement Results?
  9. 9. Personal details Name Preferred name ID Title Start date Language Data fields Work details Pay grade Function Department Business unit/line Division Team Reports to Employment type Location details State/Region City Country Office/Building Cost centre Site/Location Campus Custom field
  10. 10. Ideas for personalizing From Subject line Time zone Line manager Device Action required Job related Links Language HQ news / regional news
  11. 11. From field IC team Line manager Team leader CEO Department Senior leader Subject line First 4 words (30 characters) Event / date / campaign Location Urgency Personalize the envelope
  12. 12. 1 2 3 What works best?
  13. 13. Today’s technology 70% say their email system lacks the capabilities
  14. 14. Newslettercourtesyof:StandardLife Language and region
  15. 15. Source:SurreyCountyCouncil,Children,SchoolsandFamiliesDirectorate (CSF) Personalized, targeted content
  16. 16. Self-select personalization
  17. 17. Regional news links Newsletter courtesy of : Travelport Self-select personalization
  18. 18. Personalized links
  19. 19. Personalized based on response
  20. 20. Personalized based on an audience
  21. 21. Senior leader Line manager Personalized cascaded messages
  22. 22. Source:TheFinancialOmbudsmanService Personalized change management
  23. 23. Real time metrics dashboard
  24. 24. Depth of measurement
  25. 25. View across the organization
  26. 26. Gain insight into audiences Editorial guidance Increase personalization Better targeting Decrease frequency Share insight with stakeholders Use measurement to improve
  27. 27. Access free How to guides, research and white papers www.newsweaver.com/internal-communications/learning-centre/ Next IC Essentials webinar – Thursday, March 26th Information Overload

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