interaction 2015: six guaranteed ways to make your intranet magnetic (number three will shock you!)
TRANSCRIPT
Six Guaranteed Ways To Make Your Intranet Magnetic (Number 3 Will Shock You!)
Matt McCourty and Haydn Smith
2. Establish your objective
3. Master the Headline Formula
4. Create Shareable Content
1. Know your audience
5. Unleash the power of Storytelling
6. Cut their food for them
1. KNOW YOUR AUDIENCE
63%Office Based
37%Mobile
Age 18-25
Age 25-40
Age 40+
0.25
55%
0.2
65% Female35% Male
Financial Reports
Executive Appointments
Compliance Documents
News
2. ESTABLISH YOUR OBJECTIVE
Stop reading / not relevant
Carry on reading
How You Can Consumerise Your Comms
Bite
CRISPS
Snack Meal
3. MASTER THE HEADLINE FORMULA
Try Using This FormulaNumber or trigger world | Adjective | Promise
Formula
After formula:
18 Unbelievable ways you can bath an elephant
After formula:How you can effortlessly sell your home in less than 24 hours
Before formula:How to bathe an elephant
Before formula:How to sell your house
Photos that proveOf all time
Didn't know about(x) Reasons you
(x) Signs you(x) Most important
Probably didn't knowReasons you shouldThings you probably
(x) Things thatIn your life
Are the mostYou probably didn't
Is this theBefore you die(x) Things only
Character are you
2003320325209312097922770244522506125614257262584326685284402867032383
5506870389
100877
57 Powerful CRM Tips You Probably Didn’t Know21 Surprising Facts About Our New CEO (You’ll Never Forget Number 8)This Department Saved £50k With One Clever Trick
5 Monday-Morning Tasks for a Successful Week
3 Colleagues Just Got Made Redundant (You Won’t Be Surprised To See Who)
Examples of Headline Formula
4. CRAFT SHAREABLE CONTENT
5. UNLEASH THE POWER OF STORYTELLING
If history were taught in the form of stories, it would never be forgotten
Rudyard Kipling
Why stories?
W A S HWho
Describe the person in
your story in 3 simple
facts
AdversityWhat
difficulties has that
person faced in their work?
Strength
What is their “secret
sauce” that helped them to overcome
their adversity?
Happiness
Describe why they are now happy with
the outcome
W A S HA young and successful
banker
Is wrongly convicted for
murdering his wife and
sent to a harsh prison
for life
His unbreakable
spirit and determinatio
n – along with his
accounting knowledge
Helps him expose the
corrupt prison
governor and escape to
start the new life he’s
dreamed of
W A S HA naïve farm boy who
dreams of being a pilot
Finds himself wrapped up in a civil war after his aunt and uncle are
murdered
He meets an old friend of
his father who tells him
a secret, which gives him the self
belief…
To rescue the princess who
has the secret plans,
allowing them to
destroy the enemy fortress
W A S HA young prince with a tendency to
test his boundaries
Is framed for the murder of
his father and exiled from the kingdom forever
By chance, he meets an
old friend and falls in
love with her. He realises it is wrong to run away from the
past, so…
He returns to his rightful kingdom,
overthrows it’s
oppressive ruler and wins the
forgiveness of his mother
W A S HDavid, our Procurement Manager, has been with the business less than a year
Discovered that he’d inherited over two
dozen poor value
supplier contracts wasting £250k
His tenacity and
experience in renegotiating terms helped
him
To create a preferred
suppliers list that reduced annual spend
by 17%
W A S HEmma, the Marketing
Director, who has been with the company
since she left university
Was struggling to measure the success of this year’s
digital campaigns
She found help from an
unlikely source. Sue in Accounts.
Together they built an ROI
measurement tool that
proved they should
reduce PPC and increase
Social Ad spend
6. CUT THEIR FOOD FOR THEM
Structure articles for scalability
Opening paragraph should communicate the most important
facts
Use sub-headings throughout the article
Respect that many people will not read the full article
2. Establish your objective
3. Master the Headline Formula
4. Create Shareable Content
1. Know your audience
5. Unleash the power of Storytelling
6. Cut their food for them