Internal Communication Essentials: Personalization

Personalization denise cox, Lead Communications Consultant,

Newsweaver

Twitter hashtag: #icewebinar

400 blue-chip and FTSE 100 organizations in 97 countries use Newsweaver Internal Connect to help them inform, engage and inspire employees

denise coxLead communications consultant, NewsweaverTwitter: @denisecoxWebsite: www.newsweaver.com/internal-communications

Twitter hashtag: #icewebinar

Claire Bergin Digital Marketing Executive, NewsweaverTwitter: @Newsweaver_IC Website: www.newsweaver.com/internal-communications

Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014

32% personalize emails (name, job title)

10% target content

Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014

Reduce frequencyIncrease relevanceTarget audiencesPersonalize to each employeePromote engagement, feedbackAccess in-depth measurementAchieve better resultsInsight to share with stakeholders

What you’re missing

Targets

Goals

  Next step: employee data

Who needs the communicationWhat role in the organizationWhere sit in the organizationWhy need the communicationUp-to-date data essential

Timely, targeted and relevantTreated as individualsIncreased engagement

Results?

Personal detailsNamePreferred nameIDTitleStart dateLanguage

Data fields

Work detailsPay gradeFunctionDepartmentBusiness unit/lineDivisionTeamReports toEmployment type

Location detailsState/RegionCityCountry Office/BuildingCost centreSite/LocationCampusCustom field

Ideas for personalizingFromSubject lineTime zoneLine managerDeviceAction requiredJob relatedLinksLanguageHQ news / regional news

From fieldIC teamLine managerTeam leaderCEODepartmentSenior leader

Subject lineFirst 4 words (30 characters)Event / date / campaignLocationUrgency

Personalize the envelope

123

What works best?

Today’s technology

70% say their email system lacks the capabilities

Ne

wsl

ette

r co

urt

esy

of :

Sta

nd

ard

Life

Language and region

Sourc

e:

Su

rrey C

oun

ty C

oun

cil, C

hild

ren,

Sch

ools

an

d F

am

ilies

Dir

ect

ora

te (

CSF)

Personalized, targeted content

Self-select personalization

Regional news links

Newsletter courtesy of : Travelport

Self-select personalization

Personalized links

Personalized based on response

Personalized based on an audience

Senior leader

Line manager

Personalized cascaded messages

Sourc

e:

The F

inan

cial O

mb

ud

sman

Serv

ice

Personalized change management

Real time metrics dashboard

Depth of measurement

View across the organization

Gain insight into audiencesEditorial guidanceIncrease personalizationBetter targetingDecrease frequencyShare insight with stakeholders

Use measurement to improve

Access free How to guides, research and white papers

www.newsweaver.com/internal-communications/learning-centre/

Next IC Essentials webinar – Thursday, March 26th

Information Overload