How to Recapture Employees’ Attention<br />Paula Cassin<br />CEO/Founder<br />For Webinar, November 2009 www.cutthroughcom...
Companies have got treasure…<br />
But did employees even notice the map?<br />?<br />
Stages of Communication<br />We’re stuck here<br />
Agenda<br />Employees: Why won’t they listen? <br />Companies: What are they doing wrong? <br />Creative new approaches<br...
1. Information Overload<br />Too much email and communications clutter means<br />Important business info gets missed<br />
1. Information Overload<br />“The average e-mail user spends 25 per cent of their time checking and responding to e-mail –...
1. Not on their Top 10 List<br />Doesn’t Make the Top 10: <br />	Individual To-Do List for employees does NOT include corp...
2. What are companies doing wrong?<br />Depending on Email<br />Sending Too Much<br />Sending Irrelevant Content<br />Send...
2.Old: Push and Inform.<br />Change to staff healthcare plan<br />Welcome new hires<br />Your Employees<br />Weekly positi...
Get Beyond Content<br />When should message be delivered?<br />What’s the best way to deliver?<br />Did it work? (Measure)...
2. The New Paradigm: Pull and Push, 2-Way Conversations<br />
Use any key for next slide<br />
Inviting Employee Interaction<br />“We need to ‘push’ out information that explains WHAT the business is doing, and WHY it...
2. Implications of New Paradigm<br />
Agenda<br />Information Overload - the Impact<br />The Old vs. New Comms Paradigm<br />3  Suggested Solutions<br />Example...
Suggested Solutions<br />
Solution #1: Manage Broadcast Comms<br />
Solution #1: Outcomes<br />Protect Employees from Spamand Info Overload<br />Make sure that the top 5% gets through<br />
Suggested Solutions<br />
Solution #2: Optimize your Broadcasts<br />
Measure, Benchmark<br />Are you getting through? Do you even know?<br />What’s a normal response rate in yr org?<br />Read...
Context:<br />COMPETITION. Who else sends them broadcasts? <br />FREQUENCY. How often do staff receive broadcasts?<br />VO...
Read this. Really, I mean it <br />Optimize your Message*<br />Six key recommendations.<br />Consistent structure<br />Mak...
Channel Mix Criteria<br />Channel Mix: Criteria.<br />Cuts through?<br />Appropriate?<br />Media-rich?<br />Targeted?<br /...
Inviting Interaction<br />“We need to ‘push’ out information that explains WHAT the business is doing, and WHY it is doing...
Solution #2: Outcomes<br />Make Comms easier to absorb<br />Make Comms more <br />enjoyable and interesting<br />for emplo...
Suggested Solutions<br />
Convert info to PULL<br />Consolidate Interruptions<br />Have Channels for every requirement<br />Email<br />Voicemail bro...
Solution #3: Enterprise Example…<br />Competition: every staff member with girl scout cookies to sell<br />Audience: extre...
Solution #3: Enterprise Example<br />Cut through for critical content<br />Feedback and education<br />Targeted advertisin...
Solution #3: Outcomes<br />All Communications still given <br />an outlet (nothing stifled)<br />Info available on demand<...
The Snap Comms Tools<br />Snap Alert<br />Snap Ticker<br />Snap Quiz<br />Snap Poll<br />Snap Mag  <br />Snap Shots<br />S...
TAKEAWAYS&QUESTIONS?<br />MANAGEyour broadcast comms company-wide<br />OPTIMIZE each message to be easy for staff to absor...
CHECKLISTS HERE: http://bit.ly/lqkjc<br />Feel free to contact me/us at Cut Through Comms<br />www.cutthroughcommunication...
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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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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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