Tips for communicating in io environments

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Tips for communicating in io environments

  1. 1. Tips for Communicating in Information Overload Environments Paula Cassin CEO/FounderFor Webinar, July 2009 www.cutthroughcommunications.com
  2. 2. Technology solutions torevolutionize employee messaging and communication INFO FOR YOU….INFO FOR Y
  3. 3. Agenda1. Information Overload - the Impact2. The Old vs New Comms Paradigm3. 3 Suggested Solutions4. Examples & Takeaways
  4. 4. 1. Info Overload: a real issue First, some stats:Information Overload costs the US Economy $650billion a year in lost productivity and innovation dueto unnecessary interruptions (Basex Research Dec 2007)“The average e-mail user spends 25 per cent of theirtime checking and responding to e-mail – and up tohalf of that time is wasted.” (Jan 2008, Edinburg Evening News )Effective employee communication is a leadingindicator of financial performance and can produce ahigher shareholder return. (Watson Wyatt, 2007-2008 Report)
  5. 5. 1. The Business Impact: Too much emailand communications clutter means important business info gets missed
  6. 6. Agenda1. Information Overload - the Impact2. The Old vs. New Comms Paradigm3. 3 Suggested Solutions4. Examples & Takeaways
  7. 7. 2. Levels of Communication 1. Get their Attention 2. Build Knowledge 3. Drive Action/Change
  8. 8. 2.Old: Push and Inform. Change to staff healthcare plan Welcome new hires Human Weekly positions vacant Your New Expense claim form Resources New employee disputes process from 1st Jan Employees Financial industry forecast Finance Annual Shareholder Meeting live webcast SAP Training for Accounting Dept – sign up Corp Company mission statement and annual Comms objectives now on intranet New intranet goes live Executive Briefing coming up R&D Sales Conference - registerExecutive Annual Engagement Survey - complete this week New Communities of Interest - Innovation Sales Brown Bag lunch on retail industry trends New sales claims process Marketing Upcoming Product Launch – X version 6.2 January special offers and promos Monthly call center performance stats Customer Top Telesales rep for the month Service Customer support stories Cisco Certification coming up New technology updates I.T. Outage notifications
  9. 9. 2. The New Paradigm: Pull and Push, 2-Way Conversations
  10. 10. Inviting Employee Interaction“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
  11. 11. 2. Implications of New ParadigmInternal Communicators‟ role changes:• Channel (but don‟t Control) the Conversation• Coaching Execs rather than simply “Order-Taking”• More Complicated, More potential noiseThe Comms Change:• Better Target employee audiences• Provide more PULL options for employees• PUSH used to spark interaction, not just to inform• Incorporate Social Media and ask for contributions.• Change the business‟ comms culture
  12. 12. Agenda1. Information Overload - the Impact2. The Old vs. New Comms Paradigm3. 3 Suggested Solutions4. Examples & Takeaways
  13. 13. Suggested Solutions Manage Optimize your Provide Broadcast Broadcasts – Alternatives –Comms – Take Improve the Remove the Charge message noise
  14. 14. Solution #1: Manage Broadcast Comms
  15. 15. Solution #1: OutcomesProtect Employees from Spam and Info OverloadMake sure that the top 5% gets through
  16. 16. Suggested Solutions Manage Optimize your Provide Broadcast Broadcasts – Alternatives –Comms – Take Improve the Remove the Charge message noise
  17. 17. Solution #2: Optimize your Broadcasts Measurable Context Message Channels Interaction
  18. 18. Measurable Measure, Benchmark1. Are you getting through? Do you even know?2. What’s a normal response rate in yr org? • Readership • Click-throughs • Survey responses • Ratings1. Pick your ideal target outcomes • X entries tagged in CRM by at least X sales reps • X click throughs to new product page • Training module viewed/completed by % reps
  19. 19. Context Context:1. COMPETITION. Who else sends them broadcasts?2. FREQUENCY. How often do staff receive broadcasts?3. VOLUME. How many other emails/voicemails do they get a day/week?4. PAST RESPONSE. How have they responded in the past?5. INTRANET. Quality of intranet/in-depth resources
  20. 20. Optimize your Message* MessageSix key recommendations.• Consistent structure• Make it fresh• Pare it down• Overview for context• Use more than one format (text, image, table, video…)• Invite interaction*based on IABC Research Report:Preparing Messages for Information OverloadEnvironments,” Eppler/Mengis, 2009.Read it for more great details!
  21. 21. Channels Channel Mix CriteriaChannel Mix: Criteria.• Cuts through?• Appropriate?• Media-rich?• Targeted?• Measurable?
  22. 22. Inviting Interaction Interaction“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
  23. 23. Solution #2: OutcomesMake Comms easier to absorbMake Comms moreenjoyable and interestingfor employees
  24. 24. Suggested Solutions Manage Optimize your Provide Broadcast Broadcasts – Alternatives –Comms – Take Improve the Remove the Charge message noise
  25. 25. Solution # 3: Provide Alternatives I.M. Digital Signage E-Bulletin 1. Convert info to PULL Boards RSS 2. Consolidate Interruptions Posters Print pubs 3. Provide Channels for every Videos requirement WikisTeam MeetingsLeader VisitsConferencesLetters to Staff
  26. 26. Email Overload Case Study2005: 3,000-employee company, knowledge workers, email overload.• Volume: hundreds of email broadcasts per day, mostly spam (corporate, divisions, employees… free for all).• Audience: Email fatigue, “one-to-many” deleted unread• Comms Team: Even the best email in the world would get a low response. Struggling to get key info to audiences.• Impact: team meetings – 20-30 mins for announcements
  27. 27. Email Overload Case StudySolution: Consolidate 90%, showcase 10%, stop broadcast email.• Consolidate: Employees invited to stop emailing, submit to weekly employee bulletin• Consolidate: Division/depts invited to stop emailing, submit to weekly corporate bulletin• Showcase: Comms Team manages screensaver slideshow, pop-up alerts, quizzes, surveys and onscreen newsfeed content.• Email: reserved for one-to-one or one-to-team. Only CEO can use email distribution lists.
  28. 28. The Snap Comms Tools Pop-up Alerts, Video, Invites Scrolling Newsfeeds, RSS Pop-up Quiz, Surveys Employee-generated newsletters Screensaver messaging Desktop Wallpaper messaging
  29. 29. Solution #3: OutcomesAll Communications still givenan outlet (nothing stifled)Info available on demandDelivery method matchescontent relevance
  30. 30. TAKEAWAYS & QUESTIONS? MANAGEyour broadcast comms company-wide OPTIMIZE Checklists,each message to be easy for staff to absorb and action CHANNELcontent into appropriate mediums toreduce noise, maximize cut through
  31. 31. THANK YOU! 5 ways to reduce Email Overload: http://blog.cutthroughcommunications.com IABC Preparing Messages Report: www.iabc.com (free for members or $99) CHECKLISTS HERE: http://bit.ly/lqkjc Feel free to contact me/us at Cut Through Comms www.cutthroughcommunications.com Paula.cassin@cutthroughcommunications.com Paula Cassin http://www.twitter.com/paulacassin 1.805.715.0300. Twitter: paulacassin. LinkedIn: paulacassinfor Webinar: July 2009

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