improving internal communications
TRANSCRIPT
TRANSFORMING THE CITIZEN EXPERIENCE: Improving Internal Communica2ons
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STATE OF INTERNAL COMMUNICATIONS
20-‐25% produc)vity increase in organiza)ons with
connected employees. – McKinsey Global Ins2tute
31% of employees never par)cipate in their employer’s intranet. -‐ Prescient Digital Media
70% of US employees are not
engaged at work cos)ng US organiza)ons $300B annually.
-‐ Gallup 2012
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THE LANDSCAPE FOR INTERNAL COMMUNICATIONS
Limited Time for Internal PrioriIes
Modern ExpectaIons for Access and Engagement
Ongoing Management Needs
Need Proof of Value for InteracIng with
Internal News
“Linking increased employee engagement to improved organiza)onal performance is important because it recognizes that improved engagement is not an end in itself, but is a means to enhance the ability of agencies to cost-‐effec)vely carry out their missions.”
-‐ US Government Accountability Office, July 2015
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WHAT ARE YOU COMMUNICATING?
LIFECYCLE MESSAGING
• Onboarding informa)on
• HR Enrollment & Updates
• Transi)on of role
EMPLOYEE
BENEFITS & HEALTH • Career Development Resources
• Policy/Regula)on Changes
• Wellness Program Info
URGENT UPDATES
• Safety, Closure, Commu)ng Alerts
• Time-‐sensi)ve Informa)on
• IT System Outages
AGENCY UPDATES
& ACTIVITIES • Morale-‐Boos)ng Engagement
• Leadership Updates • Feedback and Surveys
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WHERE ARE YOUR AUDIENCES?
Centralized
In the Field
Remote Desks
On the Floor On Break
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HOW ARE YOU COMMUNICATING?
The average worker receives over 300 emails per week, checks their email 36 )mes an hour and spends over 2 hours per day reading and
replying to emails. -‐ Source: McKinsey
The average leader spend 50 percent of their )me in mee)ngs.
-‐Source: Muse
IN-‐PERSON
Large and small employers alike are seeing the benefits of using a consistent internal pla\orm as a form of internal communica)ons.
INTRAWEB
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HOW ARE YOU ACQUIRING AUDIENCES?
Overlays Capturing visitors to websites and conver)ng them to subscribers
List Uploads Uploading contacts from different resources for digital engagement
IntegraIon with Online Channels Connec)ng all of your other digital outreach and tools together for one pool of subscribers
IntegraIon with Offline Channels Incorpora)ng opportuni)es and short links or SMS in promo)ons, resources, and materials
AcIve Directory Syncing with agency’s ac)ve directories for seamless access to internal contacts
List Servs Collec)ng exis)ng internal List Serves for offices, teams, and groups
Restricted/Unlisted Topics Leveraging mul)ple non-‐public topics to segment audiences and target content
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WHAT RESOURCES ARE YOU DIRECTING THEM TO?
Intranet/SharePoint
Newsle_ers
Forms Toolkits
External Websites Surveys
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5 EASY WAYS TO BOOST INTERNAL ENGAGEMENT
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LEVERAGE CHANNELS LIKE TEXT MESSAGING
TEST WHAT WORKS AND INCREASE TRANSPARENCY
DESIGN IMPROVEMENTS
PRIORITIZE YOUR MESSAGE
DRIVE YOUR AUDIENCE TO INTERNAL PLATFORMS
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DESIGN IMPROVEMENTS: USE A MATRIX
Did you know? 65 percent of the popula2on are visual learners, so making design improvements a priority can help improve internal engagement with email messages.
Urgency Design Example
Low High Monthly Newsleder
Medium Medium Benefits Update
High Low Office Closing
65%
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DESIGN IMPROVEMENTS: USE A MATRIX
Urgency
Design
More
Less
Less More
Monthly Newsleder
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DESIGN IMPROVEMENTS: USE A MATRIX
Urgency
Design
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Monthly Newsleder
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DESIGN IMPROVEMENTS: USE A MATRIX
Urgency
Design
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Benefits Update
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DESIGN IMPROVEMENTS: USE A MATRIX
Urgency
Design
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Benefits Update
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DESIGN IMPROVEMENTS: USE A MATRIX
Urgency
Design
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Benefits Update
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DESIGN IMPROVEMENTS: USE A MATRIX
Urgency
Design
Office Alerts
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DESIGN IMPROVEMENTS: USE A MATRIX
Urgency
Design
Office Alerts
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DESIGN IMPROVEMENTS: USE A MATRIX
Urgency
Design
Office Alerts
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DESIGN IMPROVEMENTS: USE A MATRIX
Urgency
Design
Office Alerts
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PRIORITIZE YOUR MESSAGE Focused on the recipient, short and to the point
Relatable image to audience; Points to call to ac)on
Headline provides context for message
Concise body text
Single call to ac)on; Large, simple budon
Personalized
Subject Line: Are you maximizing your savings?
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PRIORITIZE YOUR MESSAGE: CONSIDER APPEAL & SUBJECT-‐LINE
ü Emo)onal
ü Analy)cal
ü Join the Bandwagon
ü New and Improved
ü Time of Day
ü Ask a Ques)on
ü Informa)onal
ü Announcing
ü Introducing
ü Important update on
ü New for you
ü Your update on
ü Don’t miss out
ü Top 3 Tips
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DRIVE YOUR AUDIENCE TO INTERNAL PLATFORMS
Include addi)onal points of digital connec)on
Footer with ability to update subscrip)ons (when necessary)
Highlight links to addi)onal employee resources
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LEVERAGE CHANNELS LIKE TEXT MESSAGING
Targeted Message Service (one way) and Interac)ve Text Messaging (two way) have high engagement rates with ci)zens.
Examples of Interac)ve Text Messaging Benefits: • No)fy or remind for important events or dates • Get ac)onable feedback • Recruit and enroll program par)cipants • Change behavior • Track outcomes • Feed content strategy
8 sec average aden)on span
17 min between phone checks, 30 seconds at a )me
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TEST WHAT WORKS AND INCREASE TRANSPARENCY
Campaign & Message TesIng
• Mul)-‐message Campaigns drive people to ongoing engagement
• Onboarding Messaging can include cri)cal info and be automated
• A/B Tes)ng can provide metrics behind successful appeals and mo)va)ons
Metrics ReporIng
• Bulle)n Analy)cs show how many employees are reading messages
• Regular Repor)ng and Reviews can show what content employees prefer
• Data can provide proof on which programs work and which don’t
Surveys and Feedback
• Surveys provide the simplest method to poll employees on expecta)ons
• Regularly asking for feedback can lead to high employee sa)sfac)on
• Demonstrate how employees have a voice and can help influence change
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GOVDELIVERY DIGITAL ENGAGEMENT SERVICES CAN HELP
• Deliver Personalized Content Based on Age, Interest • Engage Through Today’s Top Digital Channels • Re-‐engage Lapsed or InacIve Audiences
Digital Campaign Management
Managed Services
Audience AcceleraIon
We’ll provide ways for you to reach more people and iden)fy and connect with them in a targeted manner.
We’ll help you compel people to take ac)on through proven email and mobile technologies.
We’ll provide a complete team of digital communica)on and technology experts for your monthly ini)a)ves.
ü Prominent placement in the GovDelivery Network
ü Outreach accelera)on ü Digital Ads Integra)on
ü Email Design/Formaong ü A/B Tes)ng & Analy)cs ü Message Strategy & Configura)on ü Campaign Effec)veness Repor)ng
ü Strategic Planning ü System Admin Op)miza)on ü Subscrip)on Management ü Monthly Progress Reports
THANK YOU FOR YOUR TIME
For more )ps on op)mizing your internal communica)ons go to: bit.ly/internal_comms_2ps