How to Build a Mobile Intranet Roadmap

Who's ready to redo their intranet again? Every couple of years, we communicators seem to take another stab at finding the right equation for the perfect intranet. I believe that 2011 will be a big another year for Internal Communication folks. This is the year we add real mobile access to our intranets.

Employees are quietly demanding access to their tools when and how they want them. Us consumers are doing the same thing with outside sources, like Facebook, newspapers, maps, etc. So it makes sense that employees expect the same experience at work. Since intranets are a lot more than just company news typically, including resources like employee directories, office maps, business applications, and commissary menus, employees will greatly benefit from mobile access. 

There are many ways to deliver a mobile Intranet experience. There are also many devices and ways to digest this mobile information. The variables and tools almost seem endless. Now let's take a dive into what information should be mobile, the tools available and important variables.

Should everything be available on a mobile device?

It would terrific to have all of our tools from the office in our palm, right? It would also be cluttered and time consuming. The beauty of a mobile app, they are easy to use, simplified and work well with our favorite mobile device. We can find what we need very quickly. Apply this same thinking and ask yourself, do I really need instant access to everything on the Intranet? Not really. Less features will allow for better usability. Use the following questions to help identify what top items should be on your list for mobile access:

• Will employees be able to take action on their device vs. having to go to their desk?
• Are there important messages employees need to know immediately? (i.e. safety)
• How will employees use specific information while away from there desk?
• Will access to specific resource or information make the employees job easier?

Need a head start? Here's a few must-haves:

• Employee directory
• Location directory
• Enterprise workflow approvals (i.e. travel & expense, purchasing, time off)
• Safety messages (think push notifications)
• Social interaction (if you have something like Jive, make it easy for employees to connect)
• Brief learning courses

All-in-one, separate site or individual apps?
There are a few ways to offer mobile solutions to employees. 

• Simple design: The first idea focuses on only one build with a very clean and easy user interface that allows for ease of use on multiple devices and browsers. This offers a consistent experience. For example, if you have a two column design, the site will be much easier to navigate on smaller devices and the full screen version will be less cluttered. Intranet tools are starting to add mobile options.
• Mobile site: If your intranet is brimming with resources and you're required to keep it as is, then a separate mobile site might be the answer for you. By creating a separate version of the intranet for mobile devices, a clean and unique design can be applied. They key here is make it feel easy and make it work on multiple devices and browsers. A possible draw back may be when you hear employees loving the mobile site and complaining about the full site.  
• Mobile apps: Most of us are familiar with mole apps now. If you have a smartphone, mobile apps have saved you time and delighted you with surprised ease. In this option, you can deliver multiple apps to allow your employees to access parts of your intranet. If you are a large company with enterprise workflow, you'll probably need an app just to manage this process. Then you can offer another app for directories and important contact information. Be smart about the apps you create and only add ones that make sense. There is a limit to having too much of a good thing.      

Variables aplenty

The explosion of smartphones and tablets is very exciting for consumers (employees) and businesses. There is also the variety of browsers, operating systems and security. Does your company use BlackBerry, iPhones, Android, Windows 7, or something else? Different devices have different browser options as well. When creating or reinventing an intranet, its important to build and design for the varied options. If your business only allows one platform today, will that be the case in a year? Chances are employees will bring their personally owned devices in to the office and want to connect to the intranet. Be smart and plan for multi-platforms. Do your homework and find options that can expand. Lucky for us, the enterprise app trend seems to be focusing on apps that can cross platforms.

Are you taking the plunge with a mobile intranet soon? Will it be a big bang launch or will you test the waters with a fun and ultra desired app? If you've had some challenges, share! Tell us your nuggets of wisdom or ask your questions here.

Happy building!
  
Portions of this page are modifications based on work created and shared by Google and used according to terms described in the Creative Commons 3.0 Attribution License.   
   
   

The Emotional Connection

Have you seen the newest VW commercial with a little boy dressed up as Darth Vader? It's a viral hit that was even aired during the American Super Bowl. If you haven't seen it, watch it here. When I saw it a couple weeks ago, I immediately loved it. What's not to love - Star Wars, a child dreaming with a big imagination, and sweet caring parents. The point, I felt emotionally connected with the images and story. If you break it down a little, Star Wars is a pop culture reference that touches people in many cultures. A lot of us feel nostalgic toward this reference. Then we have a child dreaming of being something great, an icon with super powers. A lot of us remember and wish for those carefree moments today. Next, the parents, especially the dad, with a subtle movement, supports his son with a moment of believing. How could I not love and feel something toward this message? Now how do I feel about VW? I believe they care. They get me. I feel nostalgic and happy all at the same time. It's the same feeling I get when watching a bad 80's sitcom - Safe and content. 

Why is an emotional connection important?
We have all seen great marketing that is smart, hip, interesting, provocative, etc. But even the most interesting marketing sometimes doesn't have the impact one would hope. This often happens because of the lack of emotional connection with the audience. It's an easy equation; people make decisions based on the way they feel. See, I said feel, not think. An emotion will drive thinking and a decision. Look at politics, I make choices I think are morally right, not because it's the facts and I am not connected emotionally at all. I feel close to the ballot measure and my thinking follows. So if we want people (our employees) to do something, we need to find out what they really want and deliver our messages that relates to them emotionally.

How to do it
This isn't rocket science at all. You probably have seen this a million times. Now it's time to put it in place. Start with powerful images. Use images that strike a strong feeling in you when you see them. Why an image? People usually react faster and stronger to images more than to words. Of course, use strong text statements to connect the image with the audience. Here's an example of introducing a new vacation policy at a company. See if you have a much bigger reaction to the first or second example.

Text version of the policy:  

Enjoying the simple part of life

Effective June 1, 2011 our company will introduce a new vacation policy. A change in the vacation allotment has been simplified for ease of use and understanding. More information will be coming soon. 

A version with an emotionally-based graphic:

Enjoying the simple part of life

Effective June 1, 2011 our company will introduce a new vacation policy. A change in the vacation allotment has been simplified for ease of use and understanding. More information will be coming soon.

Telling the truth (my example)

Recently I've come to the conclusion that employees really want three things at work. They want to belong, feel proud of their company and get their job done. Sure there are many more elements. But these simple statements help me center on how to connect with my colleagues. Here's a real-life example of something I'm doing in my group and company.

Throughout the company, employees have many options, tools, resources, and information to help them grow and to complete the many tasks within their job. But employees cannot easily find the stuff they need or find the people that can help. Easy tasks like entering an expense report became a frustrating nightmare. Employees have become angry and at some points even disengaged. As I work to fix the issue of creating easy paths to tools and resources, it's not enough to send a message and say here it is. No one cares or believes it now. Instead, I share the honest truth, it's been tough and you deserve better. We're listening and we know it's time we made your life easier. By using images that make this statement and that remind them of our honesty, employees are hearing their voice heard. Isn't that what most of us want, to be heard?
   
The next time you design a marketing plan or create a presentation, remember to tell a story and connect with your audience on an emotional level. A clear message and just the facts will not deliver the real message and change behavior.

What are you doing?
Who's had a successful presentation or marketing plan using emotionally connected images? Are you using less words and more picture-driven story making? Share some examples!        

How Will I Communicate in 2011

2011 is just around the corner and my thoughts now move toward my next communication adventures. This new year brings new possibilities and challenges. I'm excited to jump in to new projects, share my knowledge, learn from others, and experiment with new styles. Since I'm a "list man", I've started a list of the key targets in my scope to help me plan my year. What can I say, "A type" personality suites me well. So dig in to my list and then share what your're doing to move communications forward. Excited about the new year as well? Then share your ideas and see where we can make changes together.

Work Projects (Disney)

• Launching not one, but three additional employee-focused web-series
• Developing measurement dashboards, capturing all forms of communications
• Creating a new over-arching brand; a stamp of approval; connecting with emotion
• Re-defining intranet sites, by reshaping the spaces, content and user adoption
• Piloting mobile apps and an app store internally - managing marketing and communications.
• Further development in community spaces - beyond just come and chat. Learn, laugh and share! 

Freelance Projects

• Developing a marketing/communications strategy for Willow Tree Bakery. Building brand identity and awareness.
• Who is Christopher Swan? Developing an expanded approach with video.

Speaking Engagements

• IABC/San Diego Chapter - March Speaker 3/16 : Creating An Engaging Communication Video Series
• IABC World Conference 6/12: Open Space: Communicate Now!  Co-facilitating an open forum and think camp for communicators, new ideas and real-life communication issues.

Getting Involved

• Social Media Breakfast Los Angeles is launching. I'm excited to share the word and meet other social nerds. Let's ramble and share the love.
• IABC Los Angeles - The chapter is getting better than ever and I'm excited to get further involved. Speaking, sharing and whatever else moves us.
• Internal Communications Community (at Disney) - This community is growing and I am leading the efforts to bring us together. Only as a community will we change and be a force for the better.  

 
Experiments & Styles

• New video styles: Interview, learning, and promotional.
• Using music and big Hollywood/Intranet-based styles in all new ways for Internal Communications. Entertainment is king!
• Flash mobs and/or real-time meets. Figuring out how employees of walks-of-life embrace unique events, challenges, contests, information sharing, etc. 

So there it is, the beginning of my 2011 Communication "to do" list. I'm excited and ready to do it all. Who's ready to start a new project, join me in a community or share their ideas and projects?  I'd love to hear from my fellow communicating junkies. Share the love!