It’s a typical day in the office. A colleague visits your desk. People are continually running overtime in meetings, he says, and it’s impacting meetings that follow. He says he’d like to make people aware that they need to keep to set meeting times.
On auto-pilot, you suggest an email to the PA network, a reminder message on the intranet and perhaps some notices on meeting room doors. Job done.
But how about trying something different? How often do we look at a common comms situation – something as seemingly mundane as meeting room etiquette – and think of ways to actively engage our audiences, involve them in the issue and encourage positive action?
Here’s an example of how I took the challenge above and tried something new……
Case study: ineffective meetings campaign
- The objective of this campaign was to change behaviour, so the approach needed to involve employees and prompt action. With a colleague I created the idea of a designated day when we would encourage employees to ‘take the pledge’ to finish their meetings on time.
- Rather than launching the campaign through a news article or email, we looked first to social media.
- We used the collaboration area of the intranet (ours is combined, yours might be yammer, chatter etc) to start a conversation, creating a hashtag #itakethepledge to ensure the conversation was searchable and collected in one place. The post went something like this: “Fed up of meetings not finishing on time? Why not do something about it this Friday by taking a pledge to finish all your meetings on time? Show your support by commenting on this post and include #itakethepledge.”
- We emailed a network of supporters asking them to comment on the post, ensuring it got off to a good start. (This was VITAL to the success of the campaign).
- Momentum then took over – before long dozens of people were posting #itakethepledge to show their support and ‘liking’ the post. The more people who commented, the longer the post stayed as the top post on the activity feed – meaning more people were likely to see it.
- By now, we’d got ourselves something newsworthy. Now it was time for the news story. I created an intranet news article about all the employees who had signed up for the day of action. I linked back to the activity post, encouraging even more people to take the pledge.
- Finally, we took the campaign offline, displaying some posters around the office too.
- On the day of action – ‘pledge day’ – we continued the conversation on the intranet, reminding all participants of the pledge and asking them to spread the word about the campaign.
It’s worth mentioning that the entirety of the above campaign comprised no more than a few hours work. Yet it generated more conversation, more interest and more genuine engagement than any standalone news article could have ever hoped to do. While it started off as an experiment, with little planning, it’s given us so many ideas for future comms challenges. We plan to repeat the campaign in the new year.
Top tips for how you can use an enterprise social network campaign in your business:
- make it an issue people care about (late running meetings frustrate everyone).
- make use of your networks: you need a network of people to help join the conversation to get the momentum going. So pre-existing relationships across the business are a must.
- monitor what’s happening: keep a close eye on the conversation, if you start to see signs it’s fizzling out, then spice it up with a new angle or ask a few co-workers to write a post.
- use the traditional channels too: once the conversation went crazy, we knew we were onto something exciting and followed it up with a news story on the intranet and slides on the plasma screens in the common areas of the building.
Have you tried anything like this campaign? Please let me know in the comments field!