I recently delivered a Social Enterprise marketing campaign titled "Being Social...More Than Just Talking" where the purpose was to raise awareness inside the enterprise that Being Social is not just about tools, it's about a work style change.
The campaign followed Steve, a Sales Communications Specialist, who was a bit of a social sceptic but was open minded to listen. He went on a social journey of discovery and soon realised that by being better socially connected with his colleagues he could be more collaborative AND more productive. Though he didn't managed to reduce his caffeine intake too much ;-)
The campaign was delivered on 3 fronts:
- An introductory email to 25,000 employees
- A poster campaign
- A set of 5 Diary Entry videos (done in the style of Bridget Jones) - one released each day for a week
The campaign has been received very favourably (average marks 9/10 by the employees) and I have had numerous requests to do a follow up Diary Series. BUT what was interesting was the statistics on the initial email that went out.
The email introducing the marketing campaign went out on a Monday morning. Of those 25,000 employees who received it only 5,569 actually opened the email (22%) on the Monday. By the end of the week this figure had increased marginally to 6,310 (25%).
Just let me reiterate that:
three quarters of the workforce had not even bothered to open the email before deciding to discard or delete it
Now there are other factors that have to be taken into consideration here like:
- was it holiday season?
- was the subject heading interesting?
- does the sender have influence and respect of the employees?
The answers to these questions are no, subjective, and again subjective respectively (though the name of the programme was used rather than a senders name here to provide more credibility).
The conclusion I draw from this is that if you want to communicate a message to the masses you can no longer rely only on traditional communication channels but you must use a combination of both traditional and social communication platforms. This is true inside and outside the enterprise.
The days of email blast campaigns are coming to an end.
Welcome to the Social Communication Revolution!