Recapturing Employees Attention

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Webinar given Nov 19th, 2009, talking about fresh ways to recapture employee's attention and overcome information overload and email fatigue.

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  • You’ve worked hard to put together a treasure trove of resources for employees. But they have to get there and use it
  • You’ve worked hard to put together a treasure trove of resources for employees. But they have to get there and use it
  • 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.
  • Let’s take email as an example, as it’s the main broadcast channel we all use. Status Quo in depts is…
  • 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.
  • 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
  • Recapturing Employees Attention

    1. 1. How to Recapture Employees’ Attention<br />Paula Cassin<br />CEO/Founder<br />For Webinar, November 2009 www.cutthroughcommunications.com<br />
    2. 2. Companies have got treasure…<br />
    3. 3. But did employees even notice the map?<br />?<br />
    4. 4. Stages of Communication<br />We’re stuck here<br />
    5. 5. Agenda<br />Employees: Why won’t they listen? <br />Companies: What are they doing wrong? <br />Creative new approaches<br />Examples & Takeaways<br />
    6. 6. 1. Information Overload<br />Too much email and communications clutter means<br />Important business info gets missed<br />
    7. 7. 1. Information Overload<br />“The average e-mail user spends 25 per cent of their time checking and responding to e-mail – and up to half of that time is wasted.” (Jan 2008, Edinburg Evening News )<br />Information Overload costs the US Economy $650 billion a year in lost productivity and innovation due to unnecessary interruptions (Basex Research Dec 2007)<br />
    8. 8. 1. Not on their Top 10 List<br />Doesn’t Make the Top 10: <br /> Individual To-Do List for employees does NOT include corporate comms (unless you work for Comms).<br />
    9. 9. 2. What are companies doing wrong?<br />Depending on Email<br />Sending Too Much<br />Sending Irrelevant Content<br />Sending Boring Content<br />Not Prioritizing Content<br />
    10. 10. 2.Old: Push and Inform.<br />Change to staff healthcare plan<br />Welcome new hires<br />Your Employees<br />Weekly positions vacant<br />New Expense claim form<br />New employee disputes process from 1st Jan<br />Financial industry forecast<br />Annual Shareholder Meeting live webcast <br />SAP Training for Accounting Dept – sign up<br />Company mission statement and annual objectives now on intranet<br />New intranet goes live<br />Executive Briefing coming up<br />Sales Conference - register<br />Annual Engagement Survey - complete this week<br />New Communities of Interest - Innovation<br />Brown Bag lunch on retail industry trends<br />New sales claims process<br />Upcoming Product Launch – X version 6.2<br />January special offers and promos<br />Monthly call center performance stats<br />Top Telesales rep for the month<br />Customer support stories<br />Cisco Certification coming up<br />New technology updates<br />Outage notifications<br />
    11. 11. Get Beyond Content<br />When should message be delivered?<br />What’s the best way to deliver?<br />Did it work? (Measure)<br />How can we go beyond “inform”?<br />
    12. 12. 2. The New Paradigm: Pull and Push, 2-Way Conversations<br />
    13. 13. Use any key for next slide<br />
    14. 14. Inviting Employee Interaction<br />“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.”<br />Steve Crescenzo, Consultant<br />
    15. 15. 2. Implications of New Paradigm<br />
    16. 16. Agenda<br />Information Overload - the Impact<br />The Old vs. New Comms Paradigm<br />3 Suggested Solutions<br />Examples & Takeaways<br />
    17. 17. Suggested Solutions<br />
    18. 18. Solution #1: Manage Broadcast Comms<br />
    19. 19. Solution #1: Outcomes<br />Protect Employees from Spamand Info Overload<br />Make sure that the top 5% gets through<br />
    20. 20. Suggested Solutions<br />
    21. 21. Solution #2: Optimize your Broadcasts<br />
    22. 22. Measure, Benchmark<br />Are you getting through? Do you even know?<br />What’s a normal response rate in yr org?<br />Readership<br />Click-throughs<br />Survey responses<br />Ratings<br />Pick your ideal target outcomes<br />X entries tagged in CRM by at least X sales reps<br />X click throughs to new product page<br />Training module viewed/completed by % reps<br />
    23. 23. Context:<br />COMPETITION. Who else sends them broadcasts? <br />FREQUENCY. How often do staff receive broadcasts?<br />VOLUME. How many other emails/voicemails do they get a day/week?<br />PAST RESPONSE. How have they responded in the past?<br />INTRANET. Quality of intranet/in-depth resources<br />
    24. 24. Read this. Really, I mean it <br />Optimize your Message*<br />Six key recommendations.<br />Consistent structure<br />Make it fresh<br />Pare it down<br />Overview for context<br />Use more than one format(text, image, table, video…)<br />Invite interaction<br />*based on IABC Research Report:<br />Preparing Messages for Information Overload Environments,” Eppler/Mengis, 2009.<br />Read it for more great details!<br />
    25. 25. Channel Mix Criteria<br />Channel Mix: Criteria.<br />Cuts through?<br />Appropriate?<br />Media-rich?<br />Targeted?<br />Measurable?<br />
    26. 26. Inviting Interaction<br />“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.”<br />Steve Crescenzo, Consultant<br />
    27. 27. Solution #2: Outcomes<br />Make Comms easier to absorb<br />Make Comms more <br />enjoyable and interesting<br />for employees<br />
    28. 28. Suggested Solutions<br />
    29. 29. Convert info to PULL<br />Consolidate Interruptions<br />Have Channels for every requirement<br />Email<br />Voicemail broadcasts<br />Screensavers<br />Internal Blog<br />Q&As<br />Forums<br />I.M.<br />Digital Signage<br />E-Bulletin Boards<br /> RSS<br /> Posters<br /> Print pubs<br /> Videos<br /> Wikis<br />Scrolling news tickers<br />Desktop Alerts<br />SMS/Text Apps<br />Micro Blogs<br />INTRANET news<br />Launch Packs<br />Peers/Champions<br />Training Sessions<br />Team Meetings<br />Leader Visits<br />Conferences<br />Letters to Staff<br />Solution # 3: Provide Alternatives<br />
    30. 30. Solution #3: Enterprise Example…<br />Competition: every staff member with girl scout cookies to sell<br />Audience: extreme email fatigue<br />Volume: hundreds of email broadcasts per day, mostly spam.<br />Context shows that even the best email in the world would get a low response<br />
    31. 31. Solution #3: Enterprise Example<br />Cut through for critical content<br />Feedback and education<br />Targeted advertising<br />News aggregation<br />Contributions and social media<br />
    32. 32. Solution #3: Outcomes<br />All Communications still given <br />an outlet (nothing stifled)<br />Info available on demand<br />Delivery method matches <br />content relevance<br />
    33. 33. The Snap Comms Tools<br />Snap Alert<br />Snap Ticker<br />Snap Quiz<br />Snap Poll<br />Snap Mag <br />Snap Shots<br />Snap Interactive<br />
    34. 34. TAKEAWAYS&QUESTIONS?<br />MANAGEyour broadcast comms company-wide<br />OPTIMIZE each message to be easy for staff to absorb and action<br />CHANNEL content into appropriate mediums to reduce noise, maximize cut through<br />Checklists,<br />
    35. 35. CHECKLISTS HERE: http://bit.ly/lqkjc<br />Feel free to contact me/us at Cut Through Comms<br />www.cutthroughcommunications.com<br />Paula Cassin<br />1.805.715.0300. Twitter: paulacassin. LinkedIn: paulacassin<br />for Webinar: July 2009<br />THANK YOU!<br />5 ways to reduce Email Overload:http://blog.cutthroughcommunications.com<br />IABC Preparing Messages Report: www.iabc.com (free for members or $99)<br />Paula.cassin@cutthroughcommunications.com<br />http://www.twitter.com/paulacassin<br />

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