EXPLORING DIGITAL COMMUNICATION TOOLS

Is your company using the most effective method to distribute information and data to employees, managers, shareholders and customers?

ELECTRONIC NEWSLETTERS

When you produce a printed newsletter or brochure, get the design company or printer to save their finished document as a PDF file (a format which embeds the images, fonts and layout). That way it can be e-mailed, distributed on stiffie or CD and added to your intranet and website.

DIGITAL PRESENTATIONS

If you’re still using paper reports, flipcharts and overhead projectors in meetings, perhaps its time to update your communications technique. A digital presentation (especially one that can be given to journalist on a stiffie or CD) is a memorable and cost-effective way to show facts and figures as well as complex information such as comparisons, photos and video clips. Just remember it is a communication aid, not a replacement for a good communication technique.

SMS

If your customers are between 15-25 years of age, SMS is your primary digital medium. For the 25-39s, you will need to offer relevant, targeted information such as share prices, news headlines or sports scores. If you’re struggling with attendance at events, why not SMS a reminder 2-3 hours before.

E-MAIL

In all likelihood you send 100 times as many e-mails as you do paper mail. So why do companies overlook e-mail as a critical marketing and branding tool?

Few companies require their employees to use consistent signature lines and often there is no company name at all! Consider designing a small-sized e-mail “letterhead” for your company, or at least demand consistent signatures for all staff including relevant contact and company information.

A surprising number of employees are functionally illiterate by PR standards. They can’t spell, don’t know even the rudiments of grammar and use outrageous slang. If you have staff members writing directly to customers, get them to cc their superior on e-mail. You will be able to monitor the “real” message your company is sending!

Email is low cost, quick and easy to personalise and has numerous marketing and PR applications - keep it in mind as a communication medium.

Start now to build up an e-mail list of all your key stakeholders and segment it so you can deliver relevant information to each individual. With the spam problem looming, delivering a customized, targeted and relevant message is more important than ever.

INTRANETS

While a website communicates to customers, an Intranet communicates to employees and is an exciting new tool for internal communications professionals. Because it is part of the company’s internal network, the information is secure and access to various areas of the website can be restricted if necessary. If you need to distribute sensitive information, a well managed Intranet is far more secure than a printed report that might be left in the in-tray of an unattended office!

The benefits of an Intranet come from improved communication within the organisation, which leads to more effective decision making and improved productivity. It is especially effective:

• When you need to get information quickly and cost effectively to a large number of people who are geographically dispersed
• When you require a consistent, trustworthy message to be communicated
• When information needs to be updated regularly and without error
• When many people need to add to a central reservoir of information
• When you can use your Intranet to effectively automate processes and procedures (such as ISO 9000, or a leave application)

The web technology at the core of an Intranet makes electronic publishing easy, inexpensive and accessible to the average employee.

Perhaps the most important feature of an Intranet is that it is a “pull” rather than “push” communication medium. Currently, internal communications staff must “push” information to the organisation by means of company magazines, leaflets on new legislation or a change in company policy. Because the employee is not interested in this information right now, the expensive printed publication goes in the bin. Two months later the employee is finally being impacted by the changes so a printed copy is requested. An Intranet allows the information to be published on Day 1, but accessed any time that the employee needs and wants it - perhaps months or even years later.

Practical ideas for Intranets include:

• Sales information: customer details, price lists, frequently asked questions, products in stock, order entry and updating, complaint tracking.
• Financial information: financial reports, budgets, budget tracking, expense reports.
• Human Resources: training courses and support literature, pension and medical aid guidelines, employee surveys and internal recruitment.
• Corporate: company magazine, telephone lists, organisation charts, calendar of events.
• Operations: project progress, change requests, production schedules, quality documents, procedures, standards and forms.

ELECTRONIC NOTICEBOARDS & TOUCH-SCREENS

A touch-screen in your factory or canteen will offer easy access to your Intranet for those employees without computer experience or access to their own computer. A touch screen or electronic noticeboard in your reception or at trade shows or events could show any kind of announcement, digital presentation, video or a copy of your website.

CHATROOMS & FORUMS

Have you ever wanted to get an opinion on a new idea, product or a competitor? Surprisingly few people know about Newsgroups and Chatrooms - the “secret” areas of the internet.

Forums are “clubs” for special interest groups and there are over 40 000 different Newsgroups on the internet. If you have an arcane question that requires specialist knowledge, or if you market a niche product, newsgroups are one way to connect with enthusiasts worldwide.

Chatrooms offer “live” conversations and are second in popularity after browsing so don’t underestimate their reach and impact. Unfortunately they are primarily popular with the under-25’s

DIGITAL GIFTS

Use a company screensaver and desktop background to remind employees of key company information and can assist in changing employee attitudes or keep a vision statement “front of mind”. Appropriate screensavers, software and interactive games make fun downloadable gifts to be offered on your website or on a CD.

The various digital media offer the marketing a selection of new channels to attract, persuade, retain and service all stakeholders - both inside and outside the organisation.

Is your company using the most effective method to distribute information and data to employees, managers, shareholders and customers?