Sky embeds Chatter directly into their email employee newsletter, linking employees to an internal conversation
Newsweaver Internal Connect Customer: Sky is a satellite broadcasting, broadband and telephone services company headquartered in London, with operations in the United Kingdom (UK) and Ireland.
Internal Communication Challenge: Sky wanted to create awareness and inspire participation in their newly launched internal social network tool, Chatter.
The Internal Communication tactic
Tactic: Sky’s newsletter template facilitates inserting snippets to highlight stories, and embedding links directly to the pertinent Chatter conversation. Their ‘Bike to Work’ scheme had launched on Chatter, but didn’t gain much traction or attention. So Sky included it in the newsletter, with a direct link to the conversation.
Outcome: By including the initiative and link to Chatter in the newsletter, Sky is widening the awareness beyond the employees already using their social channel to the entire organization. With access to real-time metrics, Sky can measure the increase in engagement and clicks from the newsletter – and can gain real insight into levels of interest in the various initiatives they include in each campaign.
“Linking up channels of communication has helped to align and strengthen the messages. Including direct links to conversation and feedback through Chatter has been a great part of this. It’s simple to do, effective and easy to measure.” Emer Cullen, Internal Communications Manager, Sky Ireland at BSkyB
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