Internal Communication
Workplace: The launch of the Facebook Workplace platform was planned to take place together with multiple actions and tools but, given the expected launch date of March 16, 2020 and due to the pandemic, it was launched 100% virtually. Within this framework, a Covid19 Chat Bot was developed so that employees could ask all kinds of questions in relation to the pandemic.
A total of 3,097 active users were achieved in the first week since launch, equivalent to 82% of the Bank's total staff, reaching a total of 3,481 users at the end of the first month. Facebook defines success when engagement reaches 80% of active users in the first month. Moreover, two months after the launch, we achieved 100% of active users.
There were 135 user sessions with 1,280 messages sent on the Covid19 Chat BOT. Overall, there were 3,124 publications, 7,478 comments, 63,420 reactions and 202,411 messages.
Influencers: We launched the concept of “Influencers” for Internal Communications, an initiative typically engaged for external communications. We created a network of Influencers composed of the most active employees in the Bank's social network. These employees were trained to transmit the tenets of Digital Transformation and its areas of action. Therefore, the role of these internal influencers was paramount in advancing the Bank's transformation strategy.
The role of the influencer is to be the communications reference for their area, keeping a 360 view, and thus, decentralizing internal communications to more effectively reach all employees. The Influencer communicates the initiatives in his area and works as a team member with the internal communications area.
Each sector of the organization selected a representative to communicate the relevant news within the group, reaching a total of 300 influencers distributed across all areas of the Bank.
The creation of the Influencer figure had the goal of generating facilitators within each group to ease interaction, generate best practices and provide social network information to assist their groups in a particularly challenging time given the Pandemic. To achieve this, profiles for influencers included effective communication skills, commitment, innovation, adjustment to change, productivity and content generation.
A special communications campaign was developed to publicize the role of influencers and to carry out this initiative. The Influencer had to have self-initiative, and work as a team with the internal communications area.
The influencers were an important pillar behind the successful launch of Workplace. As members of the initial pilot, they encouraged their colleagues to join the new network, created a group where they share important information and became a representative that reflects proximity and constantly creates content to share.