Communications Academy

What do Internal Communicators need on day one of their branded employee app

April 19, 2019 Season 1 Episode 12
Communications Academy
What do Internal Communicators need on day one of their branded employee app
Chapters
Communications Academy
What do Internal Communicators need on day one of their branded employee app
Apr 19, 2019 Season 1 Episode 12
Staffbase
Transcript
Speaker 1:
0:02
While, yes, you can build curiosity and that's great. You also want to make sure that what you're building is valuable to your end users. Sometimes people can miss the mark on that. They're very focused on kind of the top down news. Like they want to make sure corporates connected with the non desk workers and leadership's connected with the non desk workers. Um, but employee driven content is where you're going to get the most value to. Dave, we are with Heather and what we're going to talk about today is, okay, you're an enterprise and you've decided to move forward with the branded employee. What are those key things in mind that we have to accomplish?
Speaker 2:
0:43
Like Heather, thank you so much for your time for grabbing me and we're just, yeah, so okay, it's kickoff day. And in your experience, I'm a large enterprise. Um, you're probably talking to your, to the, the head of internal communications. I've got my priorities. What are they?
Speaker 1:
1:01
Yeah, so I'm kickoff is always really exciting for us on the customer success side cause that's our first kind of real connects with the customer. Um, and that's kind of where you start cultivating the relationship and the trust and building and things like that. Um, it's a big project. It's a big undertaking for a company. Um, the implementation process, there are so many moving parts, technical moving parts, administrative, moving parts, branding, design, content structure. And that's not even touching on how to your users login to the APP. How does your users download the APP? There's a million moving parts when it comes to the deliverables, uh, to get your app ready, to invite your users into it. There's so many moving parts before that. Um, so during the kickoff we try to give high level, I'm not scare them too much. Um, and try to get them to focus on the pieces that are going to get them where they want to be based on their timeline.
Speaker 1:
2:03
It doesn't always necessarily have to be getting the mobile APP in the APP store to get it published. Maybe they want to do a soft roll out with the web app first. So they weren't going to focus on kind of the branding and the design of the layout of the web app. So we kind of cater it depending on the customer, what they're looking for, how they're planning to do their rollout. Um, and who's involved in the project. Um, it's, we work with a variety of teams and leagues, have teams. Um, sometimes it's all technical people, it's all engineers and it people, sometimes it's no technical people. It's all marketing, HR, comms. Uh, so it's, it's really a, plus you add the addition of the size of the company and Industry of the company and the use cases and their personal goals, their business goals.
Speaker 1:
2:51
So it's, it's really like cater to who the customer is and when they're coming in. Um, and really the kickoff is about building trust and laying out the project ahead of them. So they kind of get a high level understanding of what's to come. As mentioned before, there's a million moving pieces during the project phase, so we don't try to get them to an undated at the start because it can be quite overwhelming. And a lot of the deliverables tend to have separate very in depth conversations regarding the specific topics. Um, so it's all deeply covered through the implementation process.
Speaker 2:
3:29
And what would some of those deliverables be? Like the, the ones at least that are like, okay well these use, you can feel the excitement, the energy like okay I can't wait for this park, this milestone to boot camp
Speaker 1:
3:41
be accomplished. Right. I mean the biggest milestone always is getting the APP okay. To have it downloadable. So we're not even talking about having users know about the APP and download the APP. I like having the administrative side and the APP managers themselves have the APP mobile app in their hand. That's always like the biggest smile.
Speaker 2:
4:00
Being able to open to open your phone and see like there's my
Speaker 1:
4:04
see your branding at that point. Staffbase has pretty much been removed from all the branding you see APP names are such a big conversation internally on the customer side. Cause it's like that's what you're promoting, that's what you want your users to see. And remember the colors, the name, the graphics, all of that. So it's really exciting to have all of this builds up and then finally be able to download the APP and then see it launch and see your launch image and man, oh my God, it's actually here
Speaker 2:
4:34
excited about it as well. Oh, that's great. Yeah. And do you find, uh, when you, cause you mentioned earlier that sometimes they'll do a soft launch and so even if it's just the admins that have access to the APP and that excitement's there, um, do you find that that is a vora successful tactic to, to first make sure that the admins can see it play with it a, B rather than doing like a ripping the bandaid off like, okay, we're all live, et cetera.
Speaker 1:
5:00
I have seen success in both ways. So soft roll out kind of small user groups based on like certain locations or business lines or departments get the excitement going and then continuously through the lifecycle add more groups into the APP. I've seen a lot of success that way, but I also have seen a lot of success with just one big launch for everyone at one time. I think the most pivotal aspect on your launch is your kind of prelaunch marketing and promotion and excitement and building curiosity. That's what's really going to get your launch going. Um, and your launch is always going to be your big push, kind of you're here it is, it's out and ready. Um, and if you don't have strong numbers on launch, it can be really hard to recoup those numbers throughout the year. Um, so it's really important. The prelaunch marketing promotion is pivotal to have a good adoption.
Speaker 1:
5:57
When you launched, what are some of the tactics that you've seen that have been wildly successful? So, um, I have customers who throw events, um, to build curiosity. So they figure out top of the list once they kind of come over to customer success, they want to work on their naming and their branding because that's how they're going to start promoting it. This could be mailers directly to the users' homes. This could be, um, signature. Your branding. I've seen a admins have their branding and the signature of their emails promoting the APP that way. Um, free stuff. People love free stuff, food prizes. I'm kind of building the curiosity of what's to come. And also while yes, you can build curiosity and in this great, you also want to make sure that what you're building is valuable to your end users. Of course. Um, sometimes people can miss the mark on that. They're very focused on kind of the top down news. Like they want to make sure corporates connected with the non desk workers and leadership's connected with the non desk workers. Um, but employee driven content is where you're going to get the most value, where you're going to get the highest adoption and in the greater picture, be able to feel the return of your investment and feel like you've purchased a valuable product and you're gaining value out of it.
Speaker 2:
7:18
And while you're going through this life cycle, do you find that that return starts to be recognized when people are starting to see engagement numbers and metrics and such and things like that? Or is there something else?
Speaker 1:
7:32
Um, it's, it's completely dependent on how the customer views the success of the product. It could be quantitative, it can be strictly the metrics. They have 80% adoption, which is amazing. Yeah. Um, so it could be quantitative or it could be qualitative. Maybe they have a leadership section and now the employees are super excited because they're engaging with leadership. And so maybe the adoptions, 40 50% the activity of the customer, the activity of the employees that are in the APP, that can be a success as well.
Speaker 2:
8:09
Right? Cause they're engaging and communicating with leadership where otherwise they had almost no communication with if ever.
Speaker 1:
8:16
Right. And I do see that as kind of, um, that's a typical business goal for customers when they come over to staff base is a connection with leadership. Um, which can be done in a variety of different ways with the product
Speaker 3:
8:31
enjoying the podcast. I hope so. If you'd like to learn more about staff days, go to [inaudible] dot com you click on schedule a demo and now back to the show
Speaker 2:
8:41
your experience. So you, you had the kick off call and then months go by, weeks go by or whatever it may be, depending on how long it's going to take to get the APP ready to go. And now it's launch day. So those folks that you got to meet for the first time at that kickoff call, what do you see more often in terms of their perspective of what they're expecting has changed from that first kickoff call to the day of launch?
Speaker 1:
9:11
Mostly it's a huge sigh of relief. Okay, that's fair. There's so many tasks to do on the project and you're relying on so many different departments and in some senses it could be like herding cats, trying to get everybody in line to do things. I mean that's like project management one on one anyway. So it's always a huge, like huge relief sigh of relief when you get to launch. Um, but just knowing that you have to kind of pick that back up again and that's not where it's dropped off. Um, and I think that customers get really excited that they launch and it's kind of like a short term excitement because maybe a couple of weeks go by and then they think, oh, well that was really great, but now we are, adoption hasn't gone up and it's been a couple of weeks since since launch. Like what's going on? And then they think, okay, now what do I do here? And that's where it's important to do the ongoing promotion of the APP. Consistent content, always make sure your content is valuable to your end user. Um, you always want to have your end user in mind. Um, even when it comes to just structure and content and updating content and pushing out content. Yep.
Speaker 2:
10:17
Have you found that giving employees the capability to post be more effective than having it a little bit locked down or,
Speaker 1:
10:27
absolutely. 100%. Something I always pushed for every customer has to have some sort of social engagement and your app because that's what really drives not only adoption but activity. So adoption could say, could mean that you have 80% of your employee base registered. Okay. Which is great, but also registration could mean they signed in once because it was the launch date and then they never launched the app again. Yeah. So what you're really want to look at is your activity. Like, how often are you using just come back in the APP and to do that, it's always very to have a social aspect. Yeah. So it could be a social wall where people are having their own updates. Um, I know that sometimes that's a little bit hard to get past, um, for compliance reasons and things like that. So you can have some sort of um, permission change, log available, anything to get user stories, recognition, fun stuff, pets, babies, um, blackboard buy and sell. You could have open groups for runners or bikers. Like these are the types of things that employees love to see and interact with
Speaker 2:
11:32
so that I can see that being really successful. So at the, at the, at the one hand you have this ability to feel connected to your organization, right? So yeah, you can do the baby pictures, the bike groups, the things of that nature. But that's where that reliance and anticipation to use the, the desire to use the APP comes into play. And then if that is successful, my guess is then when the leadership team post something and uses the push notification or something of that nature, that's when it's so much more effective because it's a relevant message to me as an employee. Um, in this place where I'm already comfortable cause I'm engaging on a regular basis.
Speaker 1:
12:20
Absolutely. I mean relevance is so important. It seems so obvious like to have relevant content so people come and look at it. Um, but sometimes, you know, that's just not thought of. Um, they're more focused on, again, the top down kind of corporate news. Um, but relevance, I'm a social aspect and um, employer resources is another amazing, great way to drive engagement and adoption and the APP by, um, kind of killing off all the other available outlets to gain the resources and funneling them through the APP. Um, so that could be discount perk programs that could be benefit information, that could be payroll information, um, stuff like that.
Speaker 2:
13:04
Well, making that immediate like me making that accessible in your pocket in of branded application that I know I just have to tap three times. Tap on the APP, tap on resources, and then tap on whichever resource I want. Wildly more easy than either contacting HR, remembering where that onboarding email was fuddling through maybe a really old outdated intranet site, you know, um, I can see, yeah, just having that in your hand is really quite helpful. We were talking in another episode about, you know, desk-less workers. So these are drivers, these are field workers, onsite folks that they might actually be more connected. Like the drivers might be more connected with their spouses to some extent and the, if the driver is ill and knowing that the spouse could pick up that device and instantly have access to those, the health benefits et cetera for is necessary emergency numbers, things like that. Um, that's, that's right.
Speaker 1:
14:03
Pretty powerful. It is. It really is. And to have the availability of the web app and the Mobile App, um, obviously our big focus is the mobile app, non desk workers. That's kind of our bread and butter. But having kind of a one to one pairing with a web app works really well with desktop workers as well. Yeah. Um, so it's cool to have, you know, both sides of it.
Speaker 2:
14:25
[inaudible] and it seems, do you find that because our focus is on the APP itself and then it go, it is available also on the web and not the other way around. Are you, do you find that it just the easability is a adopted better or what are,
Speaker 1:
14:43
yeah, I mean to have the information that you need available in a few clicks, whether it's mouse clicks or finger touches on your device, especially when the layout and the structure of it is all the same. Right. Makes it so much easier. Imagine if you're out on the field and you need to find your, you need to find information. You're, um, you're a truck driver and need to find information about a specific location regarding the security to get into the location and things like that. And the APP has information and you're in your truck and you can do click, click, click you're there. Um, and then to have the desktop aspect of that, say you call in to your manager and your manager pulls it up. It's the same workflow. It's not multiple different programs, different tools. Trying to search here and search there and try and find it's quite easy. Yeah. Excellent.
Speaker 3:
15:37
Enjoying the podcast. I hope so. If you'd like to learn more about staff days, go to staff based.com you click on schedule a demo and now back to the show.
Speaker 2:
15:46
So, okay. Um, when you're talking to, uh, folks in the internal communications realm and you know, this, I imagine when organizations are going through this, especially for internal communications, this is kind of life changing in terms of their job and like how they're able to communicate successfully. Um, at the same time, it's almost like they turn to marketers right now, a PR specialist. Absolutely. What are some of your, if you can think off the top of your head here, I'm kind of going a little bit off script, but I'm curious if you've heard having a good use cases where you've seen someone go, wow, they got it and they saw where that success can come from by changing that perspective.
Speaker 1:
16:32
Yeah, absolutely. It's so true. Um, I mean, majority we're working with internal comms people. They may have a marketer available to them to maybe like spend some, some, an icon up or something they might need, but it's really on them. Um, and it's great. I do have, I have a healthcare client, she's a internal coms, a director, but she really put her PR marketing hat on. Um, they have like 90% adoption, um, super high activities, so that's users continuously coming in the APP. Um, and she did like the full, she had a full plan laid out of head of her before even the kickoff. Um, tee shirts, events, prizes, mailers, emails. Uh, they configured the web app to be the main desktop browser when users go and click on like shared terminals and things like that. So she really went like a full three 60 thinking about how she can get everybody into the APP and it, and it, she got what she should, we wanted. So it was a good return on that investment for her. Yeah.
Speaker 2:
17:43
So I mean, it gives you a completely new way of community. I mean, I'm on my assumption here that a lot of people that we talked to, right. Mass emails, even bulletin boards to some extent. Yeah. Um, or mailing like physical mail, um, was the way to figure out a scalable way to communicate to five to 10,000 people. Um, and then this application instantly can give you access to everybody. So it just shifts the whole frame of mind of how you're going to communicate and how do I do it so that it fits in that with that social element so that people want to be engaged. They want to be excited to communicate and share thoughts and find little user groups that they can, you know, I didn't even know Tony and a Chicago biked as well. That's great. Those types of things and having those human moments where they, they feel truly connected regardless of how many miles separate them or where they rank in the organization, you know? Um, I think that's really, that's cool.
Speaker 1:
18:51
I actually have a, a great story that you reminded me of. Um, talking about mass mailers and email inboxes full of him, me emails you can never catch up behind. I went and visited a client, uh, last year and they are in, uh, logistics. Uh, so all of their non desk workers are truck drivers. Yeah. And I went to visit and I wanted to see kind of how everything was laid out. They have really great adoption with the APP. Um, and their end users are all, they're not millennials, they're just blue collar workers. Um, some of them probably had a flip phone up until like two years ago. Uh, so they're not, you know, tech savvy people and they're busy with their lives and their work and their job in their trucks. So went and visited and it was great cause he showed me around, um, their main office and he showed me how they used to communicate to their truck drivers, which was one of those giant mail slots where everybody had their name tag and they would just throw, you know, a paper documents and mail slots. And the truckers would come through the headquarters to get gas or maintenance and pick up their mouthwash. So it would be like Jerry Maguire putting in these little like ultimatum document.
Speaker 4:
20:01
Yeah. Cause he was like, yeah, this is what we, this is our old APP. This is, this is what we used to do. So that was really awesome. And again,
Speaker 1:
20:12
back to like the idea of the workers being, you know, just blue collar, not super into technology. Um, they've adopted the APP and they love it and they, um, they actually call my point of contact who's the administrator of the APP. They call him by the APP name. Okay. So we literally walk around the office and everybody's yelling.
Speaker 4:
20:34
Yeah. It's great. That's fantastic. Yeah. I mean that's,
Speaker 2:
20:41
I feel like that is such a, a relevant example of why this social element and so important, right? Yeah. I think it's, it's important to go back to that social part of it because we're, we're not trying to, these organizations are not trying to just simply replicate and latch onto what is Facebook and Twitter and linkedin when, when the word social can get a little confusing social meaning interaction and communicating, uh, in a very personal, local and relevant way. Um, and I think that's, you know, when you send out the mailer to 10,000 people versus being able to isolate a message specifically to folks in one region, folks in another region, and then, you know, be able to prevent other groups from seeing a message that it's not relevant to them. Exactly. The kind of governance really helps a lot with that, with the conversation. And I just, I, I get excited thinking about the, the, the folks that you're working with being, having that light bulb go off and go, wait, I can do that. Right?
Speaker 1:
21:52
Yeah. No, I mean, targeted content is it big, big use case for almost every customer across every single industry. And the APP can get really granular when it comes to targeting. And this again, high adoption, high activity with relevant information, top down corporate news, always important because you want to make sure you're all your employees are connected. Um, but location, news, parking updates, weather reports, traffic reports, local discounts, these are the things that users really love to see it to have all in one place and really easy to find. Um, it's a no brainer.
Speaker 2:
22:32
We were also talking more tragic example, but his crisis when there's an emergency alerts and things of that nature, um, wow how powerful it is to be able to give a warning in advance and sure people don't come to the office, stay home, go to the shelter, et Cetera. Or even something as simple as the emergency exit on the second floor of this specific office, send that message out just to that office. Hey, heads up, that door is blocked off if you need to leave, go the other way. Those types of things.
Speaker 1:
23:02
Very, very, very relevant. Um, safety alerts, crisis alerts, the push notification makes it like pivotal, immediate. I'm right there for you. So definitely another highly used use case.
Speaker 2:
23:19
Great. Well then just I think just to wrap it up, thank you so much for your time. Absolutely. Um, I just want to say if there's one thing about success that you've seen where you're like, okay, I'm going to put a big check next to that box that you have seen. What is the most, uh, not the highest rated success example that you could think of? Uh,
Speaker 1:
23:45
like specific customer
Speaker 2:
23:47
or you're saying just like, like in joints work with, you don't have to mention customers. That's fine. Just like you're like, okay, 900, 10 times. If they get this one thing right,
Speaker 1:
23:58
it's always, always, always going to be the relevant content, the valuable content. And that sounds vague because it is vague because it's different across industries. It's different companies. In the same industry you have different cultures. So it's about the culture of your employees, the industry of your employees, who you, the age group of your employees. So relevance, value and consistently updating content. Users will not go back if it's always stale content. Um, old schedules, old policies, news channels from six months ago, like not good. So relevance, value, and consistently updating
Speaker 2:
24:42
now content. Excellent. Heather, this has been so helpful. I really appreciate your time. Thank you so much, and we'll see you next time.
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