Companies can no longer rely on vertical communication cascades to effectively
influence employees' attitudes and behaviours. Instead, "viral" approaches to
communication are fast becoming the more trusted method for getting messages to employees.
- So how do messages and behaviours spread through organizations?
- What are the implications for internal communicators?
- And how can you harness peer influence and user-generated content to drive change and achieve business goals?
This report, with commentary by Sue Dewhurst, Director, The SD Group, will help you acknowledge and understand the informal grassroots networks that exist in your organization and the value that staff place on them. It will also give you the tools to successfully drive change from the bottom up using an innovative set of "viral" communication approaches. Plus, there is expert commentary from Sue Dewhurst, Director at SD Group.
Order your copy today and find out
- The importance of viral approaches for 21st century communication
- How you can use social media tools to connect employees
- How user-generated content can be more credible than it's corporate counterpart
- How you can use behaviours to drive through change
- How to put the theory into practice in your organization
BUY NOW!
Viral communication
in the workplace
Order by phone:
UK: +44 (0)20 8600 4670
US: +1 312 379 6500
AUS: +61 (0) 2 8249 8352
Email: customerservice@melcrum.com
This new research report from Melcrum focuses on the following key areas:
Why it matters
- The trust and credibility limitations of traditional communication channels
- The benefits of peer-to-peer content, viral communication and utilising key influencers
- Why these are important for organizations and internal communicators
Working with networks inside organizations
- Identifying your organization's informal networks of persuasion and opinion
- Securing the participation of key influencers and high-credibility sources for communication initiatives
- sing viral communication channels to help achieve key business objectives such as organizational change, internal branding and employee engagement
Peer-to-peer Communication in Action
- Changing behaviours
- Using grassroots sources of communication to drive change from the bottom up
- How user-generated content, social media and the new technologies can improve informal horizontal communication and knowledge sharing
Putting into practice
- Logistics of using informal channels
- Laying the foundations
- Using informal networks and viral communication to support traditional channels
- Managing the risks - loss of confidentiality, reputation management
- Measuring performance
BUY NOW!
Viral communication
in the workplace
Order by phone:
UK: +44 (0)20 8600 4670
US: +1 312 379 6500
AUS: +61 (0) 2 8249 8352
Email: customerservice@melcrum.com
In addition, case studies from leading companies give an insight into what has and hasn't worked, and offer practical recommendations for your organization...
BAA, the world's leading airport company, used measurement to gauge the penetration level of formal communication. The results showed that not only were staff unreceptive to communication 'from the top', but in their unionised environment were also heavily influenced by people outside the company altogether. Learn how by implementing a much more informal, viral communication strategy, the internal communication manager was able to listen to staff, understand their issues, and use the insights they provided to successfully manage difficult changes within the business.
Friends Provident, the leading FTSE100 financial services group, used a series of focus groups to identify key influencers within their business and formed an 'Influencer Network'. Hear firsthand how the people within this network were empowered to use whatever means they thought appropriate to encourage individual behaviour change, and by extension to drive a complete culture change from the bottom up.
In 2006 Pfizer announced a 'transformation' program to radically streamline the business and make it more competitive. Read how their approach focused more on the concepts of fluidity, leanness and flexibility rather than traditional, bureaucratic decision-making processes and how as a result, the company saw increased employee buy-in and the successful implementation of the 'transformation'.
Sun Microsystems provides a diversity of software, systems, services and microelectronics, and launched one of the very first corporate leadership blogs in 2004. Hear how this medium continues to form a key part of the CEO communication profile and learn how it can be successfully rolled out to a global employee network to encourage new ideas, drive business initiatives, and stay in touch with the grapevine.
BUY NOW!
Viral communication
in the workplace
Order by phone:
UK: +44 (0)20 8600 4670
US: +1 312 379 6500
AUS: +61 (0) 2 8249 8352
Email: customerservice@melcrum.com
Other Research Reports from Melcrum
- How to communicate with hard-to-reach employees
- How to communicate with a global workforce
- How to develop outstanding internal communicators
- How to structure internal communication
- How to use social media to engage employees
- Transforming your intranet
- Making managers better communicators
- Melcrum's Top 50 Internal Communication Case Studies
Published end July 2008
If for any reason you're not satisfied with this report, you can return it within 14 days for a full refund. No questions asked!
PUBLISHED BY MELCRUM
Melcrum is a research and training business, expert in
all aspects of internal communication. Through our global networks, we connect more than
25,000 professional
communicators in
sharing what works. Other
products and services
include: How to Structure
Internal Communication,
How to Measure Internal
Communication, Making
Managers Better
Communicators and
Effective Communication
from the Top.
For more details visit:
www.melcrum.com or
www.melcrumblog.com
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