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Is your company ready for Employee Generated Content?

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Employee Generated ContentFirst things first, what exactly is Employee Generated Content or ECG? In case you’re not immediately familiar with the term ECG simply means anything produced and shared through an organisation by internal staff members themselves. So things like a company newsletter, video blogs, company wiki page, even a full on musical about the dangers of parking in the CEOs space they all count, as long as the staff are the driving force behind the content.

Why Should This Matter To Me?

If you subscribe to the adage that people are a company’s biggest asset, then allowing them to use their knowledge, wit and personality to help further your businesses aims has got to be a no brainer. Employee-generated content has been used to great effect by some of the world’s biggest companies – as everything from external marketing campaigns to internal training and team building. That’s not to say that those companies didn’t recruit a creative agency along the way to help shape and focus the campaigns, but it does show that the resources and creativity of your own people shouldn’t be underestimated.

To help you work out if your business might just be ready to consider EGC why not try the checklist? The more yeses you get the more you might want to start thinking about it…

•  Are your employees experts in your business?
•  Can your employees provide a unique insight into your products and services?
•  Are you looking to increase employee retention, work ethic or morale?
•  Are there some current best practices you’d like help propagating through the company?
•  Are you looking for a new way to connect management to the wider base of employees?
•  Do you have a company that operates over many different regions?
•  If so do your staff have different experiences and innovative solutions which may inspire others elsewhere in the organisation?

We’ll be thinking, writing and generally the strategising the heck out of employee generated content over the coming months so let us know if there’s a specific subject you’d like us to go into more detail about.

Making Lemonade Out Of A Communication Lemon (And How To Make Sure It Doesn’t Happen Again)

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So you’ve just launched your new campaign – unfortunately the film you though was the firework has caused more of a whimper than a bang, so what do you do?  It may be tempting to just move on and forget it ever happened, but hang on there might be something more you can do.

Film, what film?

Firstly check that people are actually watching what you’ve made. It needs to be easy enough to find online or on your intranet site.  Would it have benefited from some more promotion? A poster or email campaign can help let people know why they should be watching.

What do you want me to do again?

If people aren’t reacting it could be a simple case of information overload – consider whether a  re-edit to create a series of a shorter film with a single message might be more effective.

So why am I watching this?

A bit of contextualisation can make all the difference, especially if you’re asking people to change their behaviour.  Look at new ways to communicate the film’s relevance to your audience.  Adding a message from your CEO or independent expert could help add weight to your case.

Who do you think you’re talking to?

Make the film too basic or too high level and you can risk alienating your audience.  By adding in vox-pops or testimonials from people that represent your viewer you can show you’re listening.

But did it have to be so boring?

Although it’s always better to get creative at the start of the project it’s not impossible to add a little extra sparkle later on.  A great voice over or piece of music can change the whole tone of the piece and if you’ve got some great comments but no visuals why not turn them into a quirky animation?

And the really good news is once you can pinpoint why a particular piece of communication isn’t working then you can target your next piece of communication far more effectively.

If you’ve saved a project from the brink of disaster or just been subjected to one why not tell us about it?

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