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Jan 30, 2013

5 Steps to a Winning Mobile Engagement Strategy

Employees are often tethered to their mobile devices 24/7, whether they’re in the office, at home, or in other locations. Because employees spend an enormous amount of time using their smartphones and tablets, it makes good business sense for IT, marketing, and other parts of the organization to provide employees with engaging mobile experiences and mobile content. Doing so is a highly effective way to draw employees’ attention toward adopting and using enterprise mobile apps. Here are five effective approaches for companies to develop mobile engagement strategies that click with employees:
  1. Identify and generate content that resonates with different employee types and groups. Every person in the organization has a different set of interests and preferences. Understanding the type of content that interests different types of employees and groups of employees (e.g., finance or HR professionals) and tailoring mobile content that’s relevant to their interests and roles will likely result in higher click rates and open rates.
  2. Mix it up and keep it fresh. Content that’s shared with employees doesn’t always have to be tied to their roles and responsibilities in the workplace. Employees like to receive content about a variety of topics that can nevertheless be tied to the organization. This might include updates about corporate volunteer initiatives, blood drives, charitable efforts, extracurricular activities such as group bowling events or movie nights, etc. Keep it interesting and continue to refresh the content.
  3. Align content with organizational goals. Make sure that the content that’s being developed, repurposed, and shared is correlated with organizational objectives. For example, if one of the organizational goals is to increase the adoption rates and uses of mobile field service apps, ensure that the mobile content that’s being developed and shared with field service employees is relevant to their interests. Also be sure it provides them with incentives to use field service apps to improve their productivity and field service performances.
  4. Ask the people what they want. IT and marketing leaders aren’t psychics. Canvass employees and employee teams through online surveys, town hall meetings, online forums, and other venues about enterprise mobility apps that could be developed or even improved that would help them to do their jobs better.
  5. Steal that idea. Adopt best practices in mobile engagement strategies from industry leaders, including competitors and best-in-class companies outside a company’s industry. Mobile engagement is a continual learning exercise. Even companies that are extremely adept at providing customers and employees with engaging mobile experiences are constantly refining their efforts and applying new lessons learned.

Mark Lorion

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