Evolving Communications to Match the Company Culture

Background: The Xbox team initially came to us asking for help with using Yammer. We asked them to step back and tell us why - what was it they really needed? It turns out they had a clear goal to make Xbox employees better connected, informed, and heard, and trying Yammer in one small scenario was just their first step.

Insight: We then conducted a broader research project, including dozens of interviews with a cross-section of their 4000 employees. One of the themes that came through clearly was a need for more cross-organizational transparency. Most sharing of strategic direction was happening in opaque meetings that not everyone could attend or infrequent org-wide emails.

Solution: This led to the creation of a family of SharePoint sites for formal publishing and connected Yammer groups for broad email-free conversations. The environment employed a consistent design, community management to drive the right culture, and analytics across all channels to monitor progress. 

Results: The team is transforming the way they communicate internally. Channels that had never been used previously saw 40% reach (SharePoint) and 300% growth (Yammer). More new channels such as Microsoft Teams and Skype Broadcast are seeing active investment and integration into core rhythms of the business. After 6 months, a plateau in usage was explained by our ongoing interviews: the content wasn’t compelling enough. This is now driving a shift toward more exclusive, video-driven content about the people and culture that unites the team.