How O2 Engages Their Deskless Workforce at Global Scale
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Founded in 1985, O2 is the commercial brand of Telefónica UK Limited and is a leading digital communications company. With over 25 million customers, O2 has over 450 retail stores and sponsors The O2, O2 Academy venues, and England Rugby. When O2 originally partnered with Dynamic Signal, its vision was to create an employee advocacy program that would increase brand awareness. However, it didn’t take long for its executive team to leverage Dynamic Signal’s multi-use platform for additional use cases. Within the first year, O2’s program “O2 Amp” expanded into social selling and eventually, internal communications. As more employees were onboarded, the communications and marketing teams noticed a lot of active usage from retail employees and call centers. Because most employees don’t have access to desktop computers or the company’s intranet, they relied heavily on their access to mobile devices within the retail stores. Employees gave feedback that the Dynamic Signal platform was a great way to stay up-to-date on the latest marketing campaigns and product announcements. Putting the app directly into their pockets enabled employees to access important information and become more integrated into O2’s overall communications strategy. Kristian Lorenzon, Head of Social Media at O2, discusses topics such as: • How to keep a deskless, global workforce informed with company news • How to drive engagement via more personalized internal communications • Why O2 chose Dynamic Signal as their primary way to engage employees on mobile
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How O2 Engages Their Deskless Workforce at Global Scale
- 2. #DySiWebinar @gisanders@krislorenzon Traditional Methods of Communications are Broken
- 3. #DySiWebinar @gisanders@krislorenzon The Problem Facing Today’s Global Enterprises Technology has changed the way we communicate, internally and externally When companies communicate with employees in a way that mirrors how we all interact in our everyday lives, employees will do the same when they engage with customers. MOBILE SOCIAL VIDEO
- 4. #DySiWebinar @gisanders@krislorenzon Why Companies Must Evolve Companies that transform the way they communicate will have more connected and informed employees. Those that fail to adapt to a modern method of communications face a disconnected workforce, struggling to engage consumers. This costs the company time and money. 74% of employees feel that they're missing out on company information and news. (Gallup)
- 5. #DySiWebinar @gisanders@krislorenzon What prompted O2 to dive into digital transformation?
- 6. #DySiWebinar @gisanders@krislorenzon O2’s Digital Evolution FROM TRADITIONAL TELCO TO DIGITAL SERVICE PROVIDER KEY OBJECTIVE Give our people the skills and means to share the range of digital products, services and specialist stories they have.
- 7. #DySiWebinar @gisanders@krislorenzon Key Challenges Large employee base to consider Complex structure (departments, roles, locations) Many employees solely dependent on mobile Keep the content relevant and interesting Empower employees in safe and easy ways
- 8. #DySiWebinar @gisanders@krislorenzon How did O2 Amp begin?
- 9. #DySiWebinar @gisanders@krislorenzon The Evolution of O2 Amp Since Launch Internal communications for deskless workers identified as next step Expansion into Social Selling use case B2B Employee Advocacy established as initial focus Employees in HQ were first to be invited
- 10. #DySiWebinar @gisanders@krislorenzon Informing O2’s Deskless Workers High usage amongst retail employees sparked interest from program owners Employees in retails stores and call centers were asked for their feedback Marketing campaigns and product information was highlighted as content they wanted Giving them access to these updates on mobile was critical for success
- 11. #DySiWebinar @gisanders@krislorenzon The Importance of Mobile to Deskless Workers “Employees on the floor - which make up the majority of our employee base - don’t have access to a computer.” o Easy/fast access for employees o Cuts through the noise of other media/content o Content relevant to their role and interests o Frequently updated feed always fresh o One click to share content on social
- 12. #DySiWebinar @gisanders@krislorenzon What types of content and news are distributed to employees?
- 13. #DySiWebinar @gisanders@krislorenzon Alignment with the O2 Brand O2 Amp is positioned to support the company mantra Aligned closely with external marketing/branding Another way that employees can “do more for customers” Allows the brand to stand out from the competition
- 14. #DySiWebinar @gisanders@krislorenzon An Integrated Approach to Content Synced with marketing programs Sourced from company website and blogs Social media content incorporated
- 15. #DySiWebinar @gisanders@krislorenzon How is O2 Amp structured from an administration perspective?
- 16. #DySiWebinar @gisanders@krislorenzon Departmental Focus Content & Social Selling Marketing Campaigns Important Announcements B2B MARKETING INTERNAL COMMS
- 17. #DySiWebinar @gisanders@krislorenzon What are some examples of success with O2 Amp?
- 18. #DySiWebinar @gisanders@krislorenzon O2 Content That Resonates with Employees Supporting Brand and Sponsorship campaigns Announcing new products and services Celebrating employee and company successes e.g. Website of the Year
- 19. #DySiWebinar @gisanders@krislorenzon Corporate Social Responsibility Bringing social purpose to life through ambassadors Getting behind corporate initiatives e.g. Digital Skills Helping educate social connections e.g. Online Child Safety
- 20. #DySiWebinar @gisanders@krislorenzon Thought Leadership & Industry Insights Communicate key corporate messages from senior leaders Hyper-relevant topics and content for vertical sales Nurture prospective & existing relationships with vertical content
- 21. #DySiWebinar @gisanders@krislorenzon How has technology helped O2 Amp grow and scale?
- 22. #DySiWebinar @gisanders@krislorenzon A Mobile-First Approach to Employee Communications Accessibility for employees Better personalization of content Ability to segment by divisions/roles/locations More control over usage and content Measurement of adoption and impact
- 23. #DySiWebinar @gisanders@krislorenzon Results to Date 150K+ Clicks 50M+ Social Impressions 3K+ Employees Enrolled 120K+ Social Shares £150k+Earned media value per annum
- 24. #DySiWebinar @gisanders@krislorenzon Dynamic Signal Works With The World’s Leading Companies
- 25. #DySiWebinar @gisanders@krislorenzon Learn more at dynamicsignal.com Explore other webinars on demand, ebooks and videos THANKS!
Editor's Notes
- Just over two years ago O2 was in the middle of a journey from traditional Telco to becoming a digital service provider. A key objective was to give our people the skills and means to share the range of digital products, services and specialist stories they have.
- With such a large employee footprint and relatively complex structure our key challenge was how we empower our people to develop their own digital footprints in a way that was safe, interesting and easy for them.
- Program started 2-3 years ago as an advocacy program, focused on employees in the head office. Then over the first 6-12 months, it started to evolve into B2B advocacy and social selling. That took them into the 2-year mark, and built up a pilot case for social selling. Launched the program formally with the central technology - O2 Amp through Dynamic Signal.
- At the same time, they noticed a lot of active usage was coming from people in their retail estate and call centers. Therefore, they identified it was a great way (from feedback from them) for people to stay up-to-date on what’s going on with the company (marketing campaign, products, etc.) That was really enabled by the mobile access in the store. Employees on the floor - which make up the majority of the employee base - don’t have access to a computer. Having O2 Amp in their pockets provided them broadcast notifications and access.
- Especially with retail employees Access, speed to employee, ability to communicate and pace. Pull out some metrics and figures around response rates. App usage, response to broadcast. Content: Big marketing campaigns like brand campaigns are really popular. Anything around CSR. New products and devices. Encourage even the sharing behavior, or the engagement metrics to reward people with a prize. People are increasingly time poor and bombarded with media, make it easy and keep it fresh. Mobile access, new content, relevant to their jobs and passions.
- The program is positioned in such a way that is supports both our company mantra and external branding. Internally it is positioned as another way that we do ‘more for our customers’ that makes us stand out from the competition.
- The content and materials are very integrated with the wider marketing programs at the organisation; in fact, the majority of content comes from sources such as company websites, blogs and social media channels.
- The way they’ve structured broad advocacy and O2Amp - they have sponsors in different areas. B2B - looks after content and social selling. Marketing - looks after marketing and campaign focused things. Internal comms - just another device for them to communicate with employees. Although they still may create an Intranet tory and face-to-face engagement around different offices. DS is another toolbox for them to create content on O2 Amp, f there is an important announcement they can do a general broadcast. They’re also looking for new ways to drive engagement. New product for example - they’re giving away one of those products through O2
- Content examples Brand campaigns and corporate social responsibility are most viewed/shared pieces of content.
- Content examples Brand campaigns and corporate social responsibility are most viewed/shared pieces of content.
- Content examples Brand campaigns and corporate social responsibility are most viewed/shared pieces of content.
- How are you learning from each other? Because everyone has access they see success in front of them. Quarterly meetups. Enables employees to contribute to, and celebrate company success Helps communicate employee brand externally, which is becoming increasingly important in competitive talent environment.
- The program has now been live for 3 years and each quarter it has managed to exceed KPIs. We now have 3,000 employees on-boarded which is nearly half the organisation, coming from all areas including Stores, HR, Marketing and Board-level. Our most active users tend to come from Stores and B2B Marketing. We have 3,000 employees taking part in the program; over half of these are active sharers on content. In 2017, we expect to exceed over 20 million organic impressions from up to 100,000 unique shares. In terms of ROI we are seeing 3x media ROI for every £1 spent on the program.