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Identifying the Awareness Campaign Audience Focus
Within most any organization there are varying types of users that cross multiple departments, business units (BU), as well as governing bodies that are responsible for the actual content stored to ensure compliance. By using the example I described above around identifying the various communication channels, it is then key to match those communication “vehicles” to the core audiences you are trying to promote your message to and the available times or availability of those audiences.
For example, most everyone will be able to access a recorded webcast or receive targeted emails around specific SharePoint communication topics but not everyone will be able to attend specific brown bag sessions over the lunch hour or view business unit specific presentations. By using the strategy of developing a multifaceted “SharePoint communications machine” that touches everyone, your message will be much better received as detailed below:
Example: 5 Month SharePoint Awareness Campaign Activities
Within a SharePoint awareness campaign there are the messages as well as the actual dates those messages go out along with the type of campaign activity that is best suited for that message. I have created an example below of a five month SharePoint awareness campaign and several sample activities that you can modify to best meet your organization and your goals.
Note: Do you really want to call SharePoint SharePoint, or give your project a specific name? This helps with any false starts a project may have had or previous versions of SharePoint that may have been implemented that may not have followed a best practices deployment strategy.
This can help resolve any negative comments that users or team members within your organization may have heard about “someone else’s SharePoint deployment” that failed.
Each SharePoint awareness campaign will be tailored to a specific organization and it is also key to identify any existing communication vehicles that you can “piggyback” onto.
Formulating Your SharePoint Marketing and Public Relations Messages
To help provide a bit of a head start on examples of SharePoint communication and PR messages that I have seen work well in the past, I have developed the graphic below to show how a message can correspond to a business need as well as a specific audience.
Some other simple core messages may also be:
- I Now Have the Power | We are Addressing “BYOD”
- Social and Professional Networking “all in one”
- The companies secure internal “Facebook” (Think of an angle around security, audience driven, community support, etc. for My Sites and SharePoint’s Social Capabilities)
- Promoting and enforcing the organization’s retention schedule
- Implementing Real and User Friendly Content Management
- Set yourself free of multiple systems
- Newly Remodeled/New and Improved “SharePoint 2013”
- Not Your Father’s SharePoint
- Work Smarter
- Your Professional Organizer/ Get Organized
- Get there before your competition
- Safety and Security
- Let’s Finally Automate that Paper-based Process
Understanding SharePoint’s Competency Model
It is key to understand that SharePoint will continue to evolve as it grows, matures and as additional features are deployed. As SharePoint matures, Business Intelligence (BI), expanded mobile use and enterprise content management (ECM) will be ever glaring issues and opportunities that must be addressed in your communication strategy.
By keeping the pulse of the competency of your organization’s SharePoint user base you will have a more educated metric on how well certain new initiatives might fare for a designated department or set of users.
The graphic below is an example of how a phase one SharePoint’s competency model is going to be much greater in future phases. You will need to improve your training, compliance and keep pushing the SharePoint communication’s snowball up the hill.
Don’t stop communicating to the users after a year when users are entrenched in SharePoint! You must continue to get your SharePoint power users communicating internal wins as well as identifying new opportunities where SharePoint can be used to continue to empower your users. This all must be done, in a perfect world of course, while keeping pace with governance, security and compliance in your message.
Editor's Note: This is the first of Errin's articles for CMSWire. Until his next, check out this oldie but goodie by Joe Shepley SharePoint Implementation the Right Way
About the Author
Errin O’Connor is a three time Microsoft SharePoint Author and the Founder and CEO of EPC Group, a firm which he founded in 1999. Errin’s latest book, set to release later this year, “SharePoint 2013: Advice from the Trenches” by Sams Publishing, covers all areas of a SharePoint 2013 implementation from “the EPC Group consulting trenches.” Errin works with EPC Group’s clients to develop long-term SharePoint enterprise-wide strategies and roadmaps.
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