The revolution will be televised internally: enterprise video for internal communication

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Enterprise video can be an engaging and effective channel for internal communication. How is video being used for employees? What do you need to consider before selecting video as a channel?
View the original presentation here: http://publish.viostream.com/play/ctoaztuda7iw

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The revolution will be televised internally: enterprise video for internal communication

  1. 1. The revolution will be televised…internally How video is changing the internal communication landscape Jonathan Champ (Former) Research & Content Director October 2013
  2. 2. Melcrum researches internal communication best practice • Great internal communication unlocks competitive advantage • Employee communication trends, and the latest thinking, tools and techniques teach us what works • Goal is to align IC strategy with business needs • Studies include: o Measurement and Evaluation o Innovation and Intervention in Manager Communication o Communication for Collaboration o Engagement to Empowerment o Maximising the business value of video • Video for Internal Communicators - program 2
  3. 3. The News 3
  4. 4. • “Real world” experience changes employee expectations of channels • Video is an important tool in the mix of IC channels when used effectively • Video can help or hinder change and engagement activity 4
  5. 5. The numbers • 55% of employees expect to see video as part of the IC mix • 92% of communicators see visual communication as increasingly important • 72% expect their company to increase investment 5
  6. 6. • 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page • 80% of executives are watching more online video today than they were 18 months ago 6
  7. 7. The business issues • Complexity • Change • Information overload • Changing workforce • Resources and efficiency 7
  8. 8. Changing expectations • Bring your own device • Speed • Quality • Expense 8
  9. 9. The rise of the employee voice 9
  10. 10. Competing for “share of mind” 10
  11. 11. 11
  12. 12. Not all channels are created equal Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke Degreeofchange Degree of involvement Understanding Commitment Involvement Support Awareness Employees need only be aware something has changed Employees need to fully understand Employees need to believe the change is something they can support Employee involvement and ideas are required Employee commitment is essential for success
  13. 13. Not all channels are created equal Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke Degreeofchange Degree of involvement Awareness Employees need only be aware something has changed Broadcast Video Timeliness Consistency Low-interactive Sound-bite level retention
  14. 14. Not all channels are created equal Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke Degreeofchange Degree of involvement Understanding Employees need to fully understand „Inform‟ Interviews Reportage Instructional Visualisations
  15. 15. Not all channels are created equal Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke Degreeofchange Degree of involvement Support Employees need to believe the change is something they can support Make it real Training and instruction Responses to Q&A Stakeholder stories Expert opinion
  16. 16. Not all channels are created equal Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke Degreeofchange Degree of involvement Involvement Employee involvement and ideas are required How do I get involved? Peer – based stories User-generated content Q&A
  17. 17. Not all channels are created equal Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke Degreeofchange Degree of involvement Commitment Employee commitment is essential for success Top down and bottom up Broadcast milestone events Roadshows & celebrations Ongoing stories into news channels Reportage Expert sessions
  18. 18. 18
  19. 19. Research o Access, technology, tools, work habits o Attitude, style, tone, consumption 19
  20. 20. What does good look like? 20 • Consistency o we need to share the same story • Conversation o chatter or dialogue • Connection o show me myself or people like me
  21. 21. Consistency • Cut through the confusion • Be timely 21
  22. 22. Conversation 22
  23. 23. Enabling leader and manager dialogue • Provide the consistent content for local conversations • Supports managers • New report Innovation and Intervention in Manager Communication 23
  24. 24. Connection • Most watched shows in Australia in 2012 • People like us: o Competing (reality shows like the Block or My Kitchen Rules) o „Ordinary‟ dramas – Packed to the Rafters, Winners and Losers) • News: o Things that concern us • Sport o Belonging, tribes, social discourse, excitement 24
  25. 25. Engaging people in change through stories • Own experience • Colleague experience • Customer experience • Competitor and market experience 25
  26. 26. Let‟s check the ratings… • Robust measurement of video is inconsistent across organisations • Where organisations do measure video, the most popular tools used are surveys and online tracking methodologies • Draw on analytics to understand behaviour • Employee feedback mechanisms are being looked at as part of a blend of measurement approaches • Understanding the costs and practices of production helps quantify ROI 26
  27. 27. About Melcrum • We‟re in the business of smarter Internal Communication. • Melcrum works with leaders and teams around the globe to build skills and know-how in Internal Communication. Our strategic advice, analysis, tools and training help you excel at connecting with your people. When you do this well, you unlock powerful business results that give your company a competitive edge. • www.melcrum.com 27

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