The$7$Deadly$Sins$of$Communica5on$

Steve$Crescenzo$&$Jim$Ylisela$@write_rewrite$

April$26,$2012$

Wrath$

Wellmark:$The$347Lday$solu5on$

Why$so$many$intranet$redesigns$fail$

•  Communicators$don’t$talk$with$IT$early$enough,$or$at$all.$

•  Communicators$don’t$do$enough$audience$research.$

•  Communicators$don’t$find$a$strong$execu5ve$sponsor$to$push$for$change.$

The$Kansas$Department$of$Labor$

Iterations Jan Feb Mar Apr May Jun

I1-Social Program Development

I2-Records Mgt

I3-Call Center 1 (BTP 34.2)

I4-Collections

I5-Performance Mgt (W0)

I6-IT

I7-Finance/HR

I8-Outreach

I9-Investigations

I10-Case Management –Contributions

I11-Case Management-Benefits

I12-Appeals

I13-Call Center 2 $Team$Reviews$$Approve$Work$Facilitated$Team$Session$L$BP$

$Data$Collec5on$$Analysis/Documenta5on$$Strategy$Session/Team$Assignments$

The$chart$that$looks$like$a$hamburger$

Greed$

So$many$channels$.$.$.$to$screw$up$

•  Talking$head$“hostage$videos”$•  Corporate$content$in$the$social$media$space$

•  Forge^ng$about$the$power$of$face$to$face$

•  Was5ng$valuable$print$space$

•  Dumping$everything$online$

•  Using$audio$storytelling$to$tell$boring$stories$

Would$you$read$this?$

Standard$Chartered$Bank$

•  Major$ini5a5ve:$Sponsoring$the$Liverpool$Football$Club$– Execu5ve$message—Tell$employees$first$–  Interac5vity—Get$people$involved$– Video—Take$us$there$

Announcement$from$the$top$

Our$man$on$the$scene!$

Pride$

How$do$you$know$what’s$working?$

•  Is$it$because$you’re$really$smart?$•  The$only$way$to$find$out$is$to$ask$the$audience—and$act$on$what$you$learn$

Measurement$throughout$the$year$

•  Are$your$messages$ge^ng$through?$– Measure$outcomes,$not$outputs$

•  If$you$communicated$correctly,$what$would$happen?$• What$would$your$audience$know?$

•  How$would$they$contribute?$– Con5nuous$measurement$

• What’s$working,$and$what$isn’t?$•  Pulse$surveys,$quick$polls$•  Forums,$ra5ngs,$virtual$editorial$board$

Crescenzo Communications, Inc. !