The document discusses how video is becoming an increasingly important tool for internal communication as employee expectations change. It notes that 55% of employees expect to see video as part of the internal communication mix, and that 92% of communicators see visual communication as important. The document also discusses how different types of video content are more or less suitable for different levels of employee involvement and understanding regarding organizational changes. It emphasizes that internal video should strive for consistency, enable conversation, and help employees make personal connections.

1. The revolution
will be
televised…internally
How video is changing the internal communication landscape
Jonathan Champ
(Former) Research & Content Director
October 2013

2. Melcrum researches internal communication best
practice
• Great internal communication unlocks competitive
advantage
• Employee communication trends, and the latest
thinking, tools and techniques teach us what works
• Goal is to align IC strategy with business needs
• Studies include:
o Measurement and Evaluation
o Innovation and Intervention in Manager Communication
o Communication for Collaboration
o Engagement to Empowerment
o Maximising the business value of video
• Video for Internal Communicators - program
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3. The News
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4. • “Real world” experience changes
employee expectations of
channels
• Video is an important tool in the
mix of IC channels when used
effectively
• Video can help or hinder change
and engagement activity
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5. The numbers
• 55% of employees expect to see video as part of
the IC mix
• 92% of communicators see visual communication
as increasingly important
• 72% expect their company to increase investment
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6. • 59% of senior executives prefer to watch video
instead of reading text, if both are available on the
same page
• 80% of executives are watching more online video
today than they were 18 months ago
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7. The business issues
• Complexity
• Change
• Information overload
• Changing workforce
• Resources and efficiency
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8. Changing expectations
• Bring your own device
• Speed
• Quality
• Expense
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9. The rise of the employee voice
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10. Competing for “share of mind”
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12. Not all channels are created equal
Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke
Degreeofchange
Degree of involvement
Understanding
Commitment
Involvement
Support
Awareness
Employees
need only be
aware
something has
changed
Employees
need to fully
understand
Employees
need to
believe the
change is
something
they can
support
Employee
involvement
and ideas are
required
Employee
commitment is
essential for
success

13. Not all channels are created equal
Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke
Degreeofchange
Degree of involvement
Awareness
Employees
need only be
aware
something has
changed
Broadcast Video
Timeliness
Consistency
Low-interactive
Sound-bite level retention

14. Not all channels are created equal
Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke
Degreeofchange
Degree of involvement
Understanding
Employees
need to fully
understand
„Inform‟
Interviews
Reportage
Instructional
Visualisations

15. Not all channels are created equal
Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke
Degreeofchange
Degree of involvement
Support
Employees
need to
believe the
change is
something
they can
support
Make it real
Training and instruction
Responses to Q&A
Stakeholder stories
Expert opinion

16. Not all channels are created equal
Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke
Degreeofchange
Degree of involvement
Involvement
Employee
involvement
and ideas are
required
How do I get involved?
Peer – based stories
User-generated content
Q&A

17. Not all channels are created equal
Source: How to communicate with hard-to-reach employees, Melcrum. Original model by Bill Quirke
Degreeofchange
Degree of involvement
Commitment
Employee
commitment is
essential for
success
Top down and bottom up
Broadcast milestone events
Roadshows & celebrations
Ongoing stories into news
channels
Reportage
Expert sessions

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19. Research
o Access, technology, tools, work
habits
o Attitude, style, tone, consumption
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20. What does good look like?
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• Consistency
o we need to share the same story
• Conversation
o chatter or dialogue
• Connection
o show me myself or people like me

21. Consistency
• Cut through the
confusion
• Be timely
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22. Conversation
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23. Enabling leader and manager dialogue
• Provide the consistent content for local
conversations
• Supports managers
• New report Innovation and Intervention
in Manager Communication
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24. Connection
• Most watched shows in Australia in 2012
• People like us:
o Competing (reality shows like the Block or My Kitchen
Rules)
o „Ordinary‟ dramas – Packed to the Rafters, Winners
and Losers)
• News:
o Things that concern us
• Sport
o Belonging, tribes, social discourse, excitement
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25. Engaging people in change through stories
• Own experience
• Colleague experience
• Customer experience
• Competitor and market experience
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26. Let‟s check the ratings…
• Robust measurement of video is inconsistent across
organisations
• Where organisations do measure video, the most
popular tools used are surveys and online tracking
methodologies
• Draw on analytics to understand behaviour
• Employee feedback mechanisms are being looked at as part of
a blend of measurement approaches
• Understanding the costs and practices of production helps
quantify ROI
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27. About Melcrum
• We‟re in the business of smarter Internal
Communication.
• Melcrum works with leaders and teams around the
globe to build skills and know-how in Internal
Communication. Our strategic advice, analysis, tools
and training help you excel at connecting with your
people. When you do this well, you unlock powerful
business results that give your company a
competitive edge.
• www.melcrum.com
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