Within the Office 365 ecosystem, what is the best method to have your message heard by the right audience? This presentation walks through the different options in the Microsoft arena, including SharePoint News and Communication Sites, Yammer, Teams, and more.

1. Kickstarting Your
Content Marketing Strategy
Christian Buckley
Founder & CEO of CollabTalk LLC
Office Servers and Services MVP

2. Christian Buckley
Founder & CEO of CollabTalk LLC
Office Servers and Services MVP
cbuck@collabtalk.com
www.buckleyplanet.com
@buckleyplanet

3. CollabTalk.com
CollabTalk provides academic research and community-driven
conversations around key tools and trends in the enterprise
collaboration, social, and business intelligence ecosystem, allowing
you to stay on top of these changes -- and ahead of the game.
Our latest research project:
The State of Hybrid SharePoint
http://hybrid-sp.collabtalk.com/

4. When author and marketing guru Seth
Godin published his book ‘Permission
Marketing‘ back in 2001, the traditional
methods of marketing were being
fundamentally transformed by the
maturity of the internet and advanced
email marketing techniques.
https://www.amazon.com/Permission-Marketing-Turning-Strangers-Customers/dp/0684856360

5. “Permission marketing is the privilege
(not the right) of delivering anticipated,
personal and relevant messages to
people who actually want to get them.”
— Seth Godin

6. Changing the Way We Think About Comms
 Within many companies, collaboration is viewed as a “nice-to-have,” but
may not be viewed as business-critical.
 In these organizations, internal communications are still treated as a top-
down activity, with important news and company policies pushed out to
employees in a one-way flow.
 In other words, these companies have not “asked permission” to broadcast
their messages, and as a result, people largely ignore them.
 And then these management teams wonder why adoption and engagement
are stagnant, and why the corporate intranet seems abandoned.

7. Collaboration
and productivity
are being
transformed

9. Different teams gravitate toward different tools,
different collaboration approaches

10. Collaboration is about
finding the right “fit”

11. Mobility has become business-critical

12. We need to try
things, iterate,
and innovate

13. The next generation of employees
expect social to be ubiquitous

14. People want flexibility in the
tools and devices they use We want shared experiences,
but personalized, as well

15. What is the Intelligent Enterprise?
 With the focus on building intelligent systems within the enterprise,
including the expansion of social collaboration capabilities and data-
driven personalization, these same ideas that Godin wrote about in
2001 are being woven into our expectations for internal
communications.
 By making internal comms more interactive and personal,
organizations are giving employees more opportunities to collaborate
— and positively impacting end user adoption and engagement.

16. The Internal Comms “Shift”
 Companies are increasingly moving toward solutions that incorporate real-time
communication and social collaboration capabilities into the workplace, but the trend
is also shifting toward more user-generated and data-driven content as a way to pull
people into the corporate dialog. By providing a much more personal and relevant
end user experience, employees are more willing and able to discuss and share ideas,
and to collaborate.
 Personal
 Relevant
 End-user driven
 Collaborative

17. THERE ARE FOUR
COLLABORATION “TRUTHS”
• The traditional intranet has failed
• The standalone ESN is dead
• Real work happens between
the workloads
• Culture directs communication

18. You need
critical mass

19. You need the
extra mile
User Experience
Adoption

23. Organizations need comms to be:
 Dynamic
 Personalized
 Social
 Measured
 Actionable

24. Do you have an
strategy?

25. In a 2015 study conducted by uSamp
Research (CMSWire), their survey results
showed that the ways in which people
communicate are changing. Much of this
change has to do with the nature of our
enterprise tools which give us the ability
to work from anywhere, across any
device, and collaboratively with the
people we need to work with, when we
need to work with them.

26. 4 Trends in Workplace Communication
 Use of Multiple Devices
 Demand for Instant Communication
 The Fall of Face-to-Face Meetings
 Wider Adoption of Internal Communication Tools
http://www.cmswire.com/cms/social-business/4-trends-in-workplace-communication-infographic-027762.php

27. http://www.cmswire.com/cms/social-business/4-trends-in-workplace-communication-infographic-027762.php

29. In The Social Organization by
Bradley and McDonald (Gartner),
the authors talk about the components
of successful collaboration:
 Community
 Social
 Purpose

30. But where do we begin?

31. So many options…

32. Outlook Groups
Skype for Business
Yammer
Microsoft Teams
SharePoint Social
ISV solutions

41. Stay In the Know Find What you Need Discover New Connections
Connect with the right experts and
learn more about their content.
Find just the right results from any
source and take action
Discover new information tailored
to you from your network
Powered by Microsoft Graph

43. Teams are scrambling to find the right tools
and technologies to fit their cultural needs
What we know is that the traditional intranet
approach has failed to deliver what we need

44. How to Leverage Internal Comms

45. 1. Community Development

46. 2. Thought-Leadership

47. 3. Product Management

48. 4. Partner Development

49. 5. Customer Enablement

50. Where is your focus?

52. Outcomes
Acquisition
Quality Engagement Content
Support
What is your desired business impact?
Customer

53. What are your business outcomes?
Engagement drives
business outcomes
Acquisition
Reduce
churn
Community
Advocacy
Happy
customers
Brand
Word of
Mouth
Peer to
peer
education
Real-time
interaction
Connect
to Devs
Visibility

55. Business Benefits
 Making internal communications more interactive can have a
number of business benefits:
 Establishing and supporting corporate culture
 Disseminating important information more quickly that traditional channels
 Making communication more personal and relevant
 Fostering friendships and the cross-pollination of ideas
 Driving toward a shared understanding of corporate goals and purpose

56. Building your IC strategy is really
about building an adoption strategy

57. Build a Champion Program (Office 365 Team) http://bit.ly/2roTeZS

58. Build a Champion Program (Office 365 Team) http://bit.ly/2roTeZS

59. Build a Champion Program (Office 365 Team) http://bit.ly/2roTeZS

60. Build a Champion Program (Office 365 Team) http://bit.ly/2roTeZS

61. Focus on Key Business Problems
 Many transformative efforts fail because key users decide to “play with the
tools” rather than take the planning process seriously.
 The lack of goals and purpose quickly leads to low levels of engagement and
superficial usage. Without clear goals and engaged users, you’ll never gain a
clear assessment of the end results.
 Take it seriously. You will be using other people’s time to make your decisions
on how to move forward. Make good use of their time – and yours.

62. Wrap-Up

63. In my personal experience, what works is:
 Develop a balanced communications strategy
 Matching communication tools to company culture
 Accountability for adoption

64. Resources
 Create an Adoption Plan (FastTrack) http://bit.ly/2qG5D84
 Build a Champion Program (Office 365 Team) http://bit.ly/2roTeZS
 Ideas to help you roll out and use Yammer (AllThingsIC) http://bit.ly/2qBsUJ5
 Bring Office 365 Internal Comms to Life (CPS) http://bit.ly/2sne3lE
 The Power of Employee Engagement (buckleyPLANET) http://bit.ly/2obc44K
 Best Practices for Effective Internal Communications (Forbes) http://bit.ly/2rouwsH
 Leveraging Permission Marketing for Internal Comms (LinkedIn) http://bit.ly/2qG5VLY
 Finding instant productivity with Yammer (MPN) http://bit.ly/2qANVre
 Getting to Know Office 365 (Microsoft) http://bit.ly/2qBiqt9

65. Christian Buckley
cbuck@collabtalk.com
@buckleyplanet
Thank you very much!