The days of a “one size fits all” approach to internal communication are long gone. Communicating with people in different roles, with different priorities, on mixed shifts, in different locations, from varying backgrounds, with different attitudes and experiences, represents a huge challenge.
Therefore excellent audience segmentation is key to delivering messages that compel and engage employees. But are your segmentation efforts actually achieving what they should? Are your employees really engaged in the communication you're delivering? Now's the time for you to transform your internal communication by harnessing the latest tools, techniques and best practices in audience segmentation.
Mastering audience segmentation is the new report from Melcrum that helps you apply segmentation techniques to improve internal communication and, ultimately, drive employee engagement. Based on a survey of over 1,100 global communication practitioners, the report contains robust data on how organizations are using segmentation internally, as well as best-practice case studies and expert opinion from some of the world’s leading thinkers in internal communication.
To download your free executive summary of the report’s key findings, please click here.
Order your copy of Mastering audience segmentation now with our special 35% discount and get solutions to the following tough problems:
| The problem |
This report gives you... |
| You've always segmented your audiences in the same way. You're looking for new ideas. |
- Understanding how marketers and politicians use segmentation
- An outline of the different types of segmentation available
- Examples of attitudinal segmentation in action
|
| You don't know when to stop segmenting - there are potentially so many different groups. |
- Advice from marketing experts about when enough is enough
- A detailed case study on how to avoid over-segmenting your audience
|
| You're looking to benchmark - how are other organizations using segmentation? |
- Survey statistics outlining how organizations are using segmentation
- Best-practice organizational case studies (click here for details)
|
| You'd like to think about using attitudinal segmentation. |
- An explanation of how marketers and politicians use attitudinal segmentation
- Examples of attitudinal segmentation in internal communications
|
| You're interested in re-designing the intranet, and wondered about personalizing content and possibly using RSS. |
- Expert guidance on using task-based segmentation to structure your intranet
- Case studies from companies who are including personalized content on their intranets
- An explanation of RSS and how to use it
|
| Your business language is English - what's the evidence about whether you should think about translation? |
- Expert opinion on when to translate
- In depth case study of an organization that has recently begun translating
|
| You've heard about Generation Y but your not sure about the implications for your IC strategy. |
- Information about the values and preferences of Generation Y and the implications for communication strategies
|
"Any company that doesn't segment its audience is wasting company resources"
Professor Malcolm McDonald, Cranfield University
(Source: Mastering audience segmentation, Melcrum, 2006)
Mastering audience segmentation
now at the special discount price of
£295/US$495/€450!
(regular
price is £465/US$775/€695)
Buy now
|
 |
Money back guarantee! If you are not completely happy with the
report you can return it within 14 days for a full refund.
Learn the segmentation techniques used at some of the world’s leading organizations, including:
Segmenting by hierarchy and geography at Avaya
With 20,000 employees in 30 countries, Avaya segments its internal audience and structures its communications to them carefully. The company segments in two key ways, by organizational hierarchy and by lateral segmentation.
- Learn how the vice president of internal communications ensures all employee groups are communicated with effectively and their communication methods are up to date, compatible with Avaya’s systems and work well for all segments.
Segmenting from an HR perspective at Royal Bank of Scotland Group
RBS has been segmenting its employee audience since its acquisition of Natwest and resulting emergence as a global financial institution in 2000. “Segmentation was vital to the company as it enabled us to quickly pool employee data together, helping the organization make informed decisions,” explains Greg Aitken, head of human capital strategy.
- Learn how they achieved this through segmentation from an HR perspective.
Segmenting by country and business groups at Intel
In 2005, Intel’s employee communication department undertook a global study into their internal communications department, with the aim of defragmenting the organization’s communications. “We wanted employees to receive fewer, more targeted messages,” explains Steve Sanders, one of the program leaders. “This was a new challenge as we hadn’t targeted communications before.”
- Learn how the research was conducted and analysed, and how the new segmentation approach was devised.
Segmenting by job role at Royal & Sun Alliance
Jeremy Phillips-Powell, internal communications manager at Royal & Sun Alliance, is successfully transforming a one-size-fits-all communication strategy into a targeted and segmented approach. He has recognized that segmentation by job title is the most appropriate method to use in Royal & Sun Alliance’s working environment.
-
Read how they are doing this by dividing the company up into six sections and managing which content is delivered to which people via the relevant channels.
Mastering audience segmentation
now at the special discount price of
£295/US$495/€450!
(regular
price is £465/US$775/€695)
Buy now
|
|
Money back guarantee! If you are not completely happy with the
report you can return it within 14 days for a full refund.
The report also contains extensive interviews with some of the world's leading thinkers in internal communications, including:
- Alison Davis - advice to communicators embarking on segmentation
- Angela Sinickas - tailoring campaigns by audience
- Sue Solomons - eight segmentation types
- Daniel Tse - how to conduct statistical segmentation
- Adrian Cropley - popular and alternative segmentation channels
- Susan Walker - how to segment attitudinally and demographically
- Tamara Erickson - using segmentation to increase employee engagement
- Michael Rudnick - challenges in implementing audience segmentation
- Joel Grossman - redesigning the intranet to segment employee communication
- Shel Holz - using RSS to cut through the clutter
- Carol Kinsey Gorman - different generations, different comms preferences
- Sally Bridgeland - one size doesn't fit all
|
