Grow, Engage, Activate: The 3 Stages of Launching a New Tool
Last updated on August 23, 2021 at 08:12 pm
It can be really overwhelming when you’re launching any new tool, campaign, or channel. And this feeling of being overwhelmed really comes from trying to measure everything and find that all-important ROI that your leaders are going to want to see. But when you try to measure everything, you end up measuring nothing. And that’s why we break up the rollout of theEMPLOYEEapp into three stages for our clients: Grow, Engage, and Activate. By doing this, we make it easier to set the right objectives at each stage of your rollout and benchmark appropriately against them. So, let’s dive in and talk about each stage in detail.
The “Grow” Phase
“Grow” is all about driving adoption. The first step is to get people into the platform in the first place. And once you do, that’s where you can start measuring some of the data points in the Engage Phase to see what content and strategies are successful.
Some great strategies for the grow phase include:
- Creating exclusive content for the new channel
- Asking employees what they want and need and including that content in the channel
- Leveraging your managers to explain why the channel is great and how it will help the team
The “Engage” Phase
The Engage stage is all about how your employees are using the technology. How active are they? What features and functionality are they using? What are they opening, liking, or commenting on? When are they engaging? And is all of that data lining up with your goals and what you anticipated?
Like most data analytics, slice and dice this data by audience, role, and other demographic data. This will give you more insight into what you might need to do differently to meet your benchmarks.
If collecting and analyzing data is completely terrifying to you, check out our comprehensive measurement and analytics guide.
The “Activate” Phase
And finally, we move into the Activation stage. This is where you really start to measure ROI and whether or not you’re achieving your business goals. These come back to the goals that you should have set at the very beginning when you decided you needed a new channel in the first place.
Is having better access to communicating changing what employees think, say, feel, or do? Are you improving culture or retention? Have you saved money by replacing a printed channel? Whatever your objectives were at the beginning, you should start to prove in the activation phase.
Putting it all Together
These stages take a different amount of time for every organization we work with. One company might be in the Grow Phase for six months, others cruise through it in four weeks. But it’s okay if your Grow Phase takes longer than that, because the reality is all of these phases are truly ongoing as you introduce new audiences.
So, for example, one of our clients in the automotive industry had great success using the Grow, Engage, Activate stages to assess the ROI of theEMPLOYEEapp.
This client launched their app in March 2020 at the beginning of the pandemic. But it was because of those extraordinary circumstances and a huge need for communication and information that they were able to hit 60% adoption incredibly quickly, simply by engaging the frontline managers.
But another secret to their success in the Grow phase was that they tapped into “app champions”—essentially, community leaders who were well liked and sociable that helped them spread the word about how great theEMPLOYEEapp was. And this outreach was incredibly successful.
As they now are working in the Engage and Activate phases, they are using focus groups to verify that they are providing the right information in the app and that employee needs are being met. This is driving app usage, which ultimately will help them achieve their business goals.