BOSCH-ZÜNDER ONLINE: THE NEXT LEVEL OF INTERNAL STORYTELLING ALEXANDER FRITSCH ROBERT BOSCH GMBH INTRA.NET RELOADED BERLIN APRIL 19/20, 2018

Transcription

1 BOSCH-ZÜNDER ONLINE: THE NEXT LEVEL OF INTERNAL STORYTELLING ALEXANDER FRITSCH ROBERT BOSCH GMBH INTRA.NET RELOADED BERLIN APRIL 19/20, 2018

2 When taking a break at work what would you usually do? Browse the intranet news? 2

3 Competing with smartphones and apps Employees have limited time for consuming corporate media Many digital channels compete for their attention Messengers Social media News websites Apps Intranet Internal communications channels have to stand out from the crowd in order to reach their target groups and objectives 3

4 What we need: high standards as in external media Up-to-date content High relevance Dialogue orientation, social media features Attractive design Journalistic storytelling approach Controversial topics Mobile access Entertaining content 4

5 The mission: relaunching our intranet magazine Bosch-Zünder Online has existed since 2012 as the global intranet homepage for the Bosch Group Design completely out of date Limited possibilites for a strong visualization of content Low visibility for content from areas that matter most to employees No mobile access; only a separate app with less content was available Our goals: Higher relevance thanks to more visible divisional, regional, local news Higher attractiveness with state-of-the-art design and storytelling features Mobile access Easier editorial processes (WCMS) 5

6 Why develop an intranet magazine? Besides communities, blogs, and collaboration tools, there is still a strong need for an official source of internal information on the intranet that reaches all employees The four purposes of an intranet: Information Internal Communication Collaboration Business Processes 6

7 What again are the tasks of internal communication? Turning strategy into individual action Increasing identification and commitment Supporting change initiatives Helping develop a corporate culture Fostering collaboration and dialogue Giving orientation more crucial than ever 7

8 Our challenges: a company in transformation Internet of Things Artificial Intelligence Changes in mobility Industry 4.0 8

9 Our challenges: global target groups Many different industries, e.g. Home appliances Mobility solutions Many different countries, cultures, professions, e.g. Power tools Asia Europe Africa 9

10 The new Bosch-Zünder Online Central hub for internal communication on the intranet Highly personalized content Some 4,500 stories published per year in up to 20 different languages Default browser home page across the Bosch world with ~200,000 visitors daily 10

11 Personalized top stories Automatic selection of news based on the individual user account/hr data Three global top stories for everyone (corporate news) One top story from my division One top story from my region 11

12 Personalized and configurable news stream Automatically personalized stories from the Bosch Group and a user s division, region, and location Filters are based on hashtags and can be changed or removed Hashtags for crossdivisional topics such as Industry 4.0 are available 12

13 Easy access to business processes and collaboration tools Easy access to other intranet applications, quick links, and Enterprise Search Highly configurable 13

14 Stories on strategy 14

15 Stories on markets and economy 15

16 Stories on global trends 16

17 Stories on technologies and the people behind 17

18 Comments and debates Up to 22,000 comments and 130,000 likes annually Social media actions automatically published in the social business platform Bosch Connect as well Strong participation of internal experts 18

19 Mobile access: Bosch-Zünder Xtended App Mobile access to Bosch-Zünder Online Personalized content Targets those that are rarely in the office (e.g. managers, salespersons) Available for Bosch-managed mobile devices at first 19

20 One brand many channels Bosch-Zünder print version Quarterly magazine 200,000 copies, 10 languages Bosch-Zünder News Weekly wall newspaper Distributed in 17 countries Bosch-Zünder Online Intranet home page 200,000 unique visitors per day Bosch-Zünder App Mobile access to intranet news Special versions for external/internal platforms 20