Because it is a major project, the launch of a corporate social network requires a specific communication plan.
We will identify 3 phases: before the launch, on the day of the launch, and after the launch. Here are some elements to work on and support that we can offer you.
Before the launch: raising interest and providing information
A few examples to prepare for the launch:
- Communicating about the project on the intranet
- Each member of the steering committee presents in a short video format what the platform will allow by presenting concrete benefits (showing that this is a project that affects all professions and various fields).
- Communicate in your email signatures on the project (give a name to the platform, this name will ideally be usable in your day to day communication > go to "Name", I shared it on "Name". Most of our clients keep Talkspirit, others customize it).
- Organize internal meetings to present the project for the first groups to get started (involve ambassadors and managers).
- Produce a video of the CEO + content to be broadcast on the platform on D-day.
- Prepare a welcome message (very important for a personalized warm welcome with video and download of a summary medium for support / handling (Starter Kit) to immediately understand the What, Why, Who, How, ... ) and some useful elements to help you get started.
- Create posters, kakemono positioned in key areas of the company. We have "poster backgrounds" that we can share with you in the classic formats
- Order Goodies (see our catalogue attached)
- Prepare a homepage image for the platform (in offline mode) and the graphic charter (colors to be implemented on the platform)
- Prepare the distribution / communication of how to access (email invitation, collaborators without emails, ...)
For the launch day: inform, position
- Broadcast a launch announcement. If it is not a live event, broadcast a video of the CEO with an accompanying message (reminder: the CEO gives the impetus, legitimacy and sets the security framework necessary to encourage participation).
- Distribute the goodies on the different sites
- Explain and position the platform VS other tools and supports. A social network exists only because of the groups it hosts. The success of a social network is the success of each group you create. If each group brings usefulness, an interest; if each group is clear in its functioning, in what it replaces or in what it complements, ... then the platform as a whole will be perceived positively. Explain that this is the launch of a project, the support of a process that has already begun and will continue with the creation of new groups.
- Let people know online and offline, be creative.
- Rely on ambassadors and managers to relay messages. Make each person responsible for a group of users and ensure that they are properly informed.
After the launch: spread the word, explain and relay the message.
- Explain the process of creating groups to allow those who wish to do so to start their group.
- Organize and encourage one-to-one meetings with the support of ambassadors. Ambassadors should be trained on the key messages and know enough about the platform to help their colleagues. A change/transformation process involves changing everyone in the company. Only a one-to-one approach allows the process to be anchored by lifting the brakes. The organisations that have the strongest and fastest commitment are those which have carried out this type of meeting.
- Communicate certain information exclusively on the social network. Use the photo galleries, media available to make the platform a place to live.
- Be exemplary (managers, steering committee, ...)
- Communicate on successes (Quick wins)
- Announce the launch of each new group by thinking about the communication specific to each group (according to its nature, its audience, what the group changes vs. what already exists...).