It’s unofficially “Corporate Communications week” here at YUDU, as we prepare for Smile, Simply Communicate’s event for Corporate Communications on Thursday.
As part of our research in the run up to the event, we’ve been thinking about how mobile devices and apps are changing the way we think about corporate communication’s strategies; and how they can make messaging clearer, more effective and deliver better results.
According to Cisco, the sum of all forms of video will exceed 84% of global consumer internet traffic by 2018. As an expected response to this trend, a number of companies are using in-house video to supplement written communications.
In-house videos are less instantaneous than Enterprise Social Network’s (ESN) like Yammer, Jive or Chatter. However, engagement rates are higher, and especially when compared to newsletters and documents, which are often ignored by the vast majority of staff.
Video also allows messages be communicated in a totally different way. To some degree, video makes messages more consistent as it is easier to reach everyone in the same way; the way that text can be interpreted can differ more widely. For example, messages from senior management to employees could be sent through a corporate app as a “video memo”, keeping the workforce up to date about hot-button issues within the company.
Reaching employees on their device of choice
App frameworks enable media and text to be communicated quickly, with employees getting quick access on the device of their choice. Although Intranets were designed to serve this role too, Forrester Research shows that “just 43% of enterprise employees access an intranet every day. Worse, 35% of don’t even use their intranet on a monthly basis”. This lack of engagement with traditional intranets has been understood for some time, but it’s important to stress they still fulfill an important part of any communication strategy.
When supplementing an intranet with an corporate communications app however, it is easier for employees to find the time to log-on and get updates. Employees are increasingly using mobile devices and much of what was traditionally the area of “enterprise software” is being supplanted by employee-led adoption of mobile app software. A good illustration of this trend was how Dropbox initially took off in the corporate environment.
Convenience is key to the success of mobile corporate communications: Those who are busy can access the app on their commute, between meetings or simply whenever they have their device to hand. It’s both a solution to multiple engagement problems whilst fitting neatly within corporate “mobilization strategies” that we hear so much about these days.
As communication get rolled out across ESNs, messages can get diluted and ultimately lose meaning. Research in our mobile communications whitepaper shows that the key to engagement is making sure that each individual only needs to see what is most relevant to them. In other words, carefully segmenting communications by department, seniority and other categories.
This is where apps with access-control can benefit each department. It means that one technology system can be used for both employees and visitors; with communications teams regulating who can see what and when. There are many stories around employees accessing database access-control privileges. This is a lot harder to do within a gated app environment, where certain content is password protected.
To find out about YUDU Apps, which give organisations the ability to distribute documents and video to employees on any device, please contact us.