Achieving ChangeA guided tour into a new era

Steffen Henke

Vodafone Germany

Who needs Internal Communications?

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It‘s change, stupid!

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Re-building internal comms

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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

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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

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Building the house: bringing channels to live

12

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30 October 2019

Mobile first

Kuration & Aggregation

Tonality & Processes

Vodafone Content Plattform

Vodafone Podcast

30 October 2019

Townhall Talk

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One Gamification-Platform.

For all activities around digitalisation.

We are on a…

Let‘s Play!

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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

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Beispiel Themenwoche: Mission Digital – the next level

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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

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C2 General

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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