What should be the future role of Internal Communication? How do we create content in a distracted world? How do we measure the impact of Internal Communication?

1. 2019 Copyright 1
The Future of Internal Communication
Jonas Bladt Hansen, Founder, Inversus, Denmark

2. 2019 Copyright 2
THE EVOLUTION

3. 2019 Copyright 3

4. 2019 Copyright 4
OPPORTUNITIES

5. 2019 Copyright 5

6. 2019 Copyright 6
FUTURE FOCUS

7. 2019 Copyright 7

8. 2019 Copyright 8
THE EVOLUTION

9. 94/3/209 Enterprise IG

10. 104/3/2010

11. New Generations
2019 Copyright 11

12. The Evolution of Channels and Devices
1965 1970 1975 1980 1985 1990 2000 2005 2010 20151995
VCR
Cable AOL
DBS
Satellite
Yahoo
Broadband
Google
HDTV
VOD
Roku
DVR
Satelite radio
HD DVD & BluRay
Facebook
7th gen game console
Twitter
YouTube
Netflix streaming
Hulu+
Smart TV
Tablet
Instagram
Streaming radio
8th gen game console
Amazone Prime
Instant Video
Chromecast
Baby Boomers & Gen X Millenials & Gen Z
Smartphone
Apple TV
Time-shifted viewing
Source: KPCB

13. 134/3/2013 Enterprise IG3 April 2020
1
3

14. We can not solve the challenges
of the 21st century with a mindset
from the 20th century

15. Organizational Design from the 20th Century

16. 2019 Copyright 16
The Iceberg of
Ignorance
Problems hidden
from Senior
management
of
problems
Executives see
4%
Team managers see …
9%
Team Leaders see …
74%
Staff see …
100%
Source: Sydney Yoshida

17. The Impact of Corporate Culture
An Example
American Airlines
web page in 2009

18. 2019 Copyright 18
Suggestion from a
frustrated customer
The Impact of Corporate Culture
An Example

19. 2019 Copyright 19
”The problem with the design of AA.com, however, lies
less in our competency (or lack thereof, as you pointed
out in your post) and more with the culture and
processes employed here at American Airlines”
Employee answer to the customer
The Answer from an Employee at AA

20. 2019 Copyright 20
FREEDOM TO ACT
FLOW
WHAT PEOPLE NEED TODAY

21. The Challenges Ahead for IC People
212019 Copyright
01.
02. Settle for less
03. Our own capabilities
Silo thinking

22. 2019 Copyright 22
OPPORTUNITIES

23. Opportunities
232019 Copyright
01.
02. Strengthen corporate culture and engagement and build trust
03. Deliver real business value
Connect everyone (create multidirectional communication)

24. 2020 Copyright 24
20th century 21st century
Read
Producer
Corporate
Action
Facilitator
Authentic

25. Internal Comms Mindset
PROACTIVE
“Give me what I need when I need it without me
knowing I needed it”
RESPONSIVE
“Give me what I need, when I ask for it”
.
PASSIVE
“Make information available”

26. Your New – and Proactive - Colleague
2019 Copyright 26

27. v
Podcast Video
Quiz/Q&A
Digital Signage External sociale mediaProduktivitet
Newsletter/Email
Listening
Internal social media
Coming up
Action & Learning
Employee Advocacy
Intranet
2020 Copyright
Examples of Channels in Internal Communication
Non-exhaustive list

28. 2019 Copyright 28
FUTURE FOCUS

29. “A brand is defined by the customer’s
experience.
The experience is delivered by the
employees.”
Shep Hyken, Chief Amazement Officer

30. 2019 Copyright 30
Information Action
How do we transform information into action at the front line?

32. 2019 Copyright 32

33. Correlations between passionate employees and customer
experiences @Southwest
140 Mio. $

34. The Customer Experience is a Result of the Employee Experience
2019 Copyright 34

35. Employee Experience overview
2019 Copyright 35
01
01
01
01
01
01
01
01
01
01
MY FIRST IMPRESSION THE LAST IMPRESSION
MY LEADER MY IMPACT
GREAT COLLEAGUES REWARDS & RECOGNITION
HAPPY CUSTOMERS PHYSICAL WORKPLACE
OPPORTUNITIES TO LEARN PROCEDURES & TOOLS

36. 2019 Copyright 36
CONTENT IN THE AGE OF
DISTRACTION

37. ENTERTAIN INSPIRE
INFORM INSTRUCT
Sender-oriented
High emotional
connection
Low emotional
connection
KILDE: “COMMUNICATE TO INFLUENCE” BEN DECKER AND KELLY DECKER
Receiver oriented
Content in the Age of
Distraction

38. The Difference Between Informing and Entertaining
2019 Copyright 38
Air New ZealandContinental Airlines

39. 2019 Copyright 39
HOW TO GET STARTED

40. 2019 Copyright 40

41. Prioritizing Internal Comms Activities
Opportunity to influence behavior
StrategicImportance
High
Low High
STANDARD
COMMUNICATION
BIG WINS
WHAT THE…
“
RED HERRINGS
FOCUS HERE
Focus your time and resources on big wins and
efficient support of standard procedures
Inspired by Gartner/CEB

42. Identifying Internal Comms Activities
2019 Copyright 42
AREA 1
AREA 2
AREA 2
FOCUS AREAS
WHY IS THIS
IMPORTANT
WHY IS THIS
IMPORTANT
WHY IS THIS
IMPORTANT
WHY
WHAT ARE YOU
GOING TO DO
WHAT ARE YOU
GOING TO DO
WHAT ARE YOU
GOING TO DO
WHAT
HOW ARE YOU
GOING TO DO IT?
HOW ARE YOU
GOING TO DO IT?
HOW ARE YOU
GOING TO DO IT?
HOW
HOW DO WE MEASURE
IF WE SUCCEED
HOW DO WE MEASURE
IF WE SUCCEED
HOW DO WE MEASURE
IF WE SUCCEED
GOALS SUPPORTED

43. 2019 Copyright 43
KPIsAchieved!
The Danger of Measuring the Wrong Things

44. 1
4
3
2
Communication
Consumption
Understanding
Action
Outputs
Advocacy / eNPS, Retention, Attraction,
Sales, Reduced safety incidents, increased
adoption, internal applicants, reduced time
spend on internal service
Measurable Impact
Outtakes
Outcomes
Measuring the Impact of Internal Communication

45. 2019 Copyright 45
How the mobile company “3”
improved the customer
experience by improving
communication with their
store employees

46. Your new role - the manager of >>white space<<
2019 Copyright 46

47. Your to do list
472019 Copyright
01. Get back on the floor
02.
Evaluate strategy, channels and resources. Press the restart button.03.
Start networking across the organization and find out how you can help
the business (not the other way around)
04. Be brave– experiment, measure & learn. Never stop!

48. 2019 Copyright 48
@Bladt77 https://www.linkedin.com/in/jonasbladthansen/
Спасибо!
www.inversus.info
Jonas Bladt Hansen