This document outlines 7 breakthrough ideas for creating engaging internal communication channels presented by Davis & Company. The ideas are: 1) Everyone participates in content creation rather than just being an audience; 2) Communication is mobile and on-the-go; 3) Content shifts from informational "news" to unique, useful content "at your service"; 4) Content is fun and interactive rather than just facts; 5) Content is tailored to individual needs rather than one-size-fits-all; 6) Leadership is integrated rather than separate from management; 7) Content is customized through algorithms rather than broad distribution lists. The document discusses how these ideas translate from today's approaches to future approaches and implications for communicators.

1. © Davis & Company •
7 breakthrough ideas for
creating engaging channels
Prepared by Davis & Company

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The great divide
27 breakthrough ideas for creating engaging channels

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There’s a disconnect
3
The great divide
7 breakthrough ideas for creating engaging channels
Internal communication
experience
Employee
expectations

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Employees have state-of-the-art expectations
4
The great divide
7 breakthrough ideas for creating engaging channels

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Look for curated content
5
Employees have state-of-the-art expectations
7 breakthrough ideas for creating engaging channels
But thisNot this

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Demand a social component
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Employees have state-of-the-art expectations
7 breakthrough ideas for creating engaging channels

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Rely on mobile
7
Employees have state-of-the-art expectations
7 breakthrough ideas for creating engaging channels

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But get retro communications
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Employees have state-of-the-art expectations
7 breakthrough ideas for creating engaging channels
Intranets still
operating like digital
newspapers

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Leaders lecture, rather than converse
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But get retro communications
7 breakthrough ideas for creating engaging channels

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Content explains what, not how
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But get retro communications
7 breakthrough ideas for creating engaging channels

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How can we bridge the gap?
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The great divide
7 breakthrough ideas for creating engaging channels

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7 breakthrough ideas
127 breakthrough ideas for creating engaging channels

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7 breakthrough ideas
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Everyone into the pool
Communication in motion
From “news” to “at your service”
Bring the fun
Apply the Goldilocks principle
The rise of leaders and managers
Algorithms rule (and rock)
7 breakthrough ideas for creating engaging channels

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1. Everyone into the pool
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7 breakthrough ideas
Today Future
Employee as audience We all participate
7 breakthrough ideas for creating engaging channels

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1. Everyone into the pool
22
Today
• Democratic content
creation
• Reddit-style crowd
voting
• Social networking
(really)
Future That means
Employee as audience We all participate
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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2. Communication in motion
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Today Future
Read (and sometimes
notice) the screen
On the go
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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2. Communication in motion
25
Today
• Mobile
(device-flexible)
• Wearable
• Workplace next wave
• Sound and visual
Future That means
Read (and sometimes
notice) the screen
On the go
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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3. From “news” to “at your service”
27
Today Future
Old-fashioned
“news” bureau
Unique, useful content
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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3. From “news” to “at your service”
28
Today
• Service-oriented how-to
• Arresting, surprising
information
• Instant accessibility
(through search,
customization,
personalization)
Future That means
Old-fashioned
“news” bureau
Unique, useful content
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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4. Bring the fun
30
7 breakthrough ideas
Today Future
Heavy on the facts,
token graphics
Interactivity that informs,
entertains and engages
7 breakthrough ideas for creating engaging channels

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4. Bring the fun
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Today
• Humor, creative
wordplay, cartoons
• Viral videos, selfies,
group shots, photo
bombs
• Gamification, intranet
leader boards,
recognition badges
Future That means
Heavy on the facts,
token graphics
Interactivity that informs,
entertains and engages
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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5. Apply the Goldilocks principle
33
Today Future
“One size fits all”
communication
Just enough content,
“just right” context
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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5. Apply the Goldilocks principle
34
• Bite/snack/meal
approach
• Filters, choose-your-
own feeds
(social and news)
• Communities of purpose
That means
7 breakthrough ideas
Today Future
“One size fits all”
communication
Just enough content,
“just right” context
7 breakthrough ideas for creating engaging channels

24. © Davis & Company •
6. The rise of leaders and managers
36
Today Future
Leaders report and share
direction; managers
attempt
to interpret
Integrated, inspirational
leadership
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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6. The rise of leaders and managers
37
Today
• New expectations
• Strong alignment
between
leaders/managers
• Skills/content
development
Future That means
Leaders report and share
direction; managers
attempt
to interpret
Integrated, inspirational
leadership
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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7. Algorithms rule (and rock)
39
Today Future
“Send all” and large,
dumb lists
All about me: customized
and individual
segmentation
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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7. Algorithms rule (and rock)
40
Today
• Technology, technology,
technology
• Content must be
compelling
Future That means
“Send all” and large,
dumb lists
All about me: customized
and individual
segmentation
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels

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Implications for communicators (starting today)
42
7 breakthrough ideas
7 breakthrough ideas for creating engaging channels
Today
• Client account
manager
• Channel wrangler
• Aggregator
Role will change
Future
• Facilitator
• Knowledge
manager
• “Experience”
director
• Curator
New skills will be needed
Today
• Writing/editing
• Customer service
• Packaging
Future
• Producing: visual,
video, gaming
• Coaching,
consulting,
facilitating

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Davis & Company
29
201-445-5100
Davis & Company
Employee Communication
Contact:
www.davisandco.com
7 breakthrough ideas for creating engaging channels