Post on 18-Mar-2020
Achieving ChangeA guided tour into a new era
Steffen Henke
Vodafone Germany
Who needs Internal Communications?
Insert Confidentiality Level in slide footer 2
It‘s change, stupid!
Insert Confidentiality Level in slide footer 3
Re-building internal comms
Insert Confidentiality Level in slide footer 4
Speed
Technology
Disruption
Passion
Platforms
Information
Speed
Technology
Platforms
Speed matters!
Be fast & first! Information
Tools & formats
Mobile first, new language
The End…
…of the cascade
Passion
Relevence
Be real!
Re-building internal comms
7
New
channelsNew
formats
New
ways of
working
Setting the base: channel & content structure
8
Content App:
News & dynamic
content
feed
collaboration
ESN:
Collaboration &
discussion
Landingpage:
Tools, portals,
static conent
(no news)
Collaboration
Content
Productivity
Different Channels, one Digital Workplace:
the Vodafone way
Hero
Focustopic
Search Content
News-Story
Informational Content
User generated Content
Long term strategic orientation
Multi-perspective view on
relevant topic (CXX, DWR, ..)
Individual edited stories,
(product news w/o strategic impact, …)
Information on relevant topics (DWP
Tutorials, CXX infos,…)
Need-to-know infos
(new tools, processes, …)
Company
chronicler
time &
effortfrequency
Multi-channel and / or
specific media format
Depending on topic/ content:
Hub, App, Flare, Workplace
Hub/ App
Workplace,
work relevant: Hub
Workplace
channel
Multi-channel
Internal Comms VF Germany: Content Model
Talk to your neighbors: Digital Workplace, Collaboration & Knowlede Management It
11
Building the house: bringing channels to live
12
Insert Confidentiality Level in slide footer 13
30 October 2019
Mobile first
Kuration & Aggregation
Tonality & Processes
Vodafone Content Plattform
Vodafone Podcast
30 October 2019
Townhall Talk
Insert Confidentiality Level in slide footer
One Gamification-Platform.
For all activities around digitalisation.
We are on a…
Let‘s Play!
19
The missions
Weekly Townhall Talk with the CEO
Offline Events & Online Talks
Collaboration & discussion on yammer.
E-Learnings on Vodafone Learning
Platform University.
1
Your Log-in via
App
Your missions
(off- and online),
your progress, your
ranking
Your rewards:
change your digits for
a coffee, a voucher, ….
2 3
Crossmedia-
Campaign
for maximum
attention
4
Beispiel Themenwoche: Mission Digital – the next level
Insert Confidentiality Level in slide footer 21
Beispiel Themenwoche: Mission Digital – the next level
Insert Confidentiality Level in slide footer 22
C2 General
Day One Experience
Welcome Video
Welcome Video
Initial Touchpoints
• Personalized Video
• Quick introduction of
Vodafone
• Vodafone as dynamic,
purposeful and likeable
company
• Distribution via mail
Pop-Up Cube
• Mailing to all employees in a
surprisingly different format
• Haptic experience
• Need-to-know
• Where-to-find
• Call to action for employee
app layer
Employee ApplLayer
• Access to news, stories and
static information from the
first moment
• Easy registration
• A smart navigator for the first
steps within the Vodafone
family
C2 General
Day One Experience
Welcome Video
Welcome Video
Initial Touchpoints
„Vodafone is even
cooler than I have
thought. And: My new
CEO knows me by
name“
Employee App layer
I already feel like a part
of the Family! I have
access to everyting I
need to know.
Pop-Up Cube
Surprise: That‘s a funny
idea. I will carefully read
everything and discover
more.
C2 General
Augmented Reality: digital content layer
26
C2 General
Insert Confidentiality Level in slide footer
Willkommen im GigaTeam!
KPI Internal Comms - Day 1
• 2.400 registered Unitymedia-colleagues
•+ 400% APP-Visits @ Day 1 (vs. previous week)
•+ 150% unique visitors
•> 6.500 views Augmented Reality Top-Artikel zur Integration (1.-20.8.)
Willkommen im Gigabit-Zeitalter 5.572
Das Friends & Family Programm 4.844
Unitymedia Management: Wer macht in Zukunft was? 3.260
Trainingslager für die Sales-Mannschaft 2.359
HR-Interview: So geht‘s jetzt weiter 2.228
Questions