Engagement Campaigns & Tactics

Tactics

As engagement campaigns are truly a communications effort, it's best to identify goals, audience, medium, message, action, and measurement elements within the framework.

Using S.M.A.R.T. goals

To set campaigns up for success, they must be built around S.M.A.R.T. goals:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

Creating a communication plan 

Every engagement campaign also requires a communication plan. This plan should answer the following questions:

  • Who are you trying to reach? (Audience)
  • How will you reach them? (Medium)
  • What is the information to be communicated? (Message)
  • What is your relevant call to action? (Action)
  • How will you measure the campaign’s effectiveness? (Measurement)

Addressing key business challenges

As a best practice, Igloo recommends tying every engagement campaign to one of the key business challenges: 

  • Communication
  • Collaboration
  • Knowledge Management
  • Culture and Engagement

Ensuring your campaigns align with these challenges, as well as your overall digital workplace strategy, helps ensure you're getting the outcomes you set out to achieve.  

Targeting key messages 

It's important to remember that you are not restricted to just one medium for each campaign. In fact, you'll likely have to consider multiple formats, channels, and approaches to messaging for campaigns that impact multiple audience groups. The most effective campaigns use targeted messaging, delivered through the right medium, to reach the right audience group. 

For example, to effectively reach your executive leadership team, you may want to provide high-level messaging that outlines the key benefits for the organization and push that messaging to this group through the Leadership Center or Management Center. To reach all employees, your messaging may focus on the key benefits for individual employees, delivered via a visually-appealing email campaign. 


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Playbook Tip: Deliver the right message, to the right people
Ensure your communication plan takes targeted messaging into consideration. Identify each audience group you need to reach, which medium that group prefers to receive communications on, and the type of information that group is likely to find most valuable. From there, craft targeted messaging that also takes into consideration the tone and style each audience group finds most engaging. This allows you to create campaigns that can reach multiple audience groups, engaging each group in meaningful ways.

Campaigns

"Always on"

There are a few simple tricks to ensure that your digital workplace is "always on" for your employees:

  • Single sign-on (SSO): Have your IT department configure SSO for your digital workplace to ensures employees don't have to keep logging in.
  • Default homepage: Have your IT team set the default homepage in the corporate web browser to your digital workplace.
  • Subscriptions: Pre-configure the top solutions, areas, and content to instant notifications to bring the digital workplace to your employees.
  • Drip campaign: Set up a promotional email campaign with your marketing team (e.g. Eloqua) for the first 8 to 16 weeks following your digital workplace launch, sending out a message per week guiding employees to key areas and content.

Employee feedback

Create various ways for your employees to provide feedback and have a plan to continue gathering feedback regularly in both formal and informal ways. For example, within a month of launch, deploy an end-user survey or run focus groups to gather feedback. Other tactics may include an "Ask the Expert" area, user forums, ad-hoc polls, and even a user group committee to help drive adoption. These tools and tactics help your users get the most out of your digital workplace. If they're struggling, try to identify their barriers to adoption.  

Help desk

Create a centralized place within the digital workplace to get help. This area should include tools and services such as:

  • Ticket tracking
  • FAQs
  • Documentation
  • Quick links
  • Tips and tricks
  • Interactive videos

Training lab

Provide a training lab to teach employees how to use your digital workplace. Your training lab can include different types of training, such as:

  • Self-serve (e.g. videos, training labs) 
  • Instructor-led (e.g. online or face-to-face)

You should also build training into your employee onboarding process. At the end of each training session, give your employees a list of tasks to complete over the next few days within the digital workplace. Tasks could include:

 These simple to-dos will help them get familiar with the new digital workplace in a non-intimidating way.

Social zones

Elements of fun are important for creating a positive culture. Engagement soars when social elements can grow organically. Set up informal spaces or "Water Cooler" areas that focus on sharing anything members want (movies, songs, etc.). Recognize celebrations like birthdays, anniversaries, weddings, and more. Provide an opportunity for employees to create their own special interest group, like a Running club, or Book club.

Lead by example

It’s crucial to the success of the digital workplace that the company’s leaders truly set the example. If they don’t blog, post, comment, and participate, neither will their employees. Some ways to "lead by example" include: 

  • Measure executive participation and ensure they know the value of their visibility in the digital workplace.
  • Provide leaders with a preview of and training on the new digital workplace, prior to launch, to give them the opportunity be in the know and able to speak knowledgeably about the platform, its benefits, and how easy it is to use.
  • Post videos hosted by the CEO (or other executives), explaining the reason and benefits of the new digital workplace, new solutions, or other updates.  
  • Create an editorial calendar to gain commitment from employees and leaders to create content regularly, increasing engagement. Create one central calendar where content creation schedules are created, shared, and acknowledged.

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