Campaign launch framework

Nexthink Campaigns allows you to share and collect sentiment data from your employees.

Problem

Launching Nexthink Campaigns within your organization differs from deploying other IT tools due to their extensive reach. Campaigns require more input, oversight, and approvals.

Solution

The Campaign launch framework on this page presents a set of best practices to help you overcome internal obstacles, ensuring the continued success of each campaign you launch.

Launching your first campaign

Before launching your first campaign, it is essential to communicate and share its purpose, content, and a plan for its deployment.

Follow these steps to obtain approval within your organization:

Log in to Nexthink Community to listen to the Overcoming hurdles to Engage Success recording and learn more about defining goals, setting up a team, selecting your first use case and preparing for launch.

Step 1 - Educate your organization about the value of Nexthink Campaigns

Provide your organization with an overview of how campaigns work. Highlight the following benefits of using campaigns:

Attention-grabbing and rapid notifications
Timed, targeted and scalable messages for higher response rates
Information sharing, two-way feedback and self-help for fixing IT issues

What's in it for your organization?

Gain support from Executives, the Human Resources department and individual employees by explaining what's in it for them:

For Executives:
- Companies with high employee engagement are 21% more profitable (Forbes).
For HR & Communication teams:
- Higher engagement. For example, a pharmaceutical company saw employee response rates increase from 3-5% to nearly 70% (Nexthink).
For employees:
- High employee engagement is associated with productivity gains of 18% (Forrester).

In addition, rely on the following content to further educate your organization about campaigns:

White paper Sentiment and Technology Management for IT Leaders to learn how to set defaults, plus everything you need to know before talking to leadership about sentiment data.
Customer success stories from Nexthink Blog:

Step 2 - Establish stakeholders, roles and responsibilities

Include other departments in the campaign project as early as possible for their buy-in and collaboration.

Determine a team or workforce with representatives from each department to streamline processes, avoid overlapping tasks and secure campaign approval.

Define roles and responsibilities throughout the project stages. Below is a list of common team representatives to include at this stage:

Execute sponsor
Technical sponsor
HR or Corporate Communications representative
Nexthink representative

Step 3 - Plan and develop an engaging campaign

Refer to the Conducting engaging campaigns documentation to design your campaign plan and content:

Set goals and measurable objectives or metrics.
Define the target audience.
Determine campaign duration and deployment timeline.
- Which campaigns require approval and by whom?
- What is the timeline for approval?
Create campaign content.
- Refer to the following section below for more details on content development.

Creating campaign content

Refer to the Creating campaigns and Managing campaigns documentation for in-depth information on developing an actual campaign in Nexthink.

Find below some quick and essential tips on campaign content development:

Adapt the campaign branding to fit your organization:
- Choose the correct logo, image, font, colors.
- Include consistent sender information: from whom—IT Desk, Service Desk, or other—and the campaign subject.
Write simple campaign content:
- Use plain language and address one subject per question.
  - Ensure response options are specific enough to choose between.
  - Minimize the number of free-input questions.
- Avoid ambiguity, metaphors, culturally specific terminology and jargon.
- Avoid assumptions and judgment.
  - Do not reference observed past behaviors.
  - Do not ask for participant predictions.
- Use a statement instead of a question when necessary.
- Stick to the suggested number of items and amount of content:
  - Cards/questions: 1-3 questions per campaign—no more than 7 questions.
    1-2 text lines per question—no more than 3 text lines.
  - Rating scale: 5 points or 3-4 points if unipolar—no more than 7 points.
  - Single/Multiple choice: 7 options or less—no more than 10 options.

Refer to the Conducting Engaging Campaigns documentation for more tips on writing effective campaigns.

Additionally, review the following content from other Nexthink portals:

Step 4 - Get approval for campaign testing and deployment

After educating your organization and sharing your campaign plan with all stakeholders, request approval for testing and final deployment. Keep in mind that:

Not all campaigns require the same approval.
Many organizations do not need corporate communication approval for IT self-help campaigns.

At this stage, all stakeholders and involved teams should know the evaluation strategy to collect, analyze and share results after running the campaign.

Step 5 - Inform your employees about the upcoming campaign

Before sending your campaign to employees:

List campaign benefits:
- Solves IT issues before users submit a ticket
- Collects feedback to understand what IT issues matter to your employees
- Improves employee experience
Outline the campaign content type:
- Informative notifications
- Questionnaire or survey
- Self-help instructions
Clarify that a campaign does not replace existing surveying tools, nor is it a surveillance tool.
- Share the Responding to Nexthink Campaigns documentation to prevent your employees from seeing the campaign prompt as a phishing attempt.

In addition, communicate with employees and the organization using multiple channels, including email, newsletter, intranet, company meetings, and team meetings. Provide contact information to answer any employee questions.

Email template to announce an upcoming campaign to your employees

Subject:

Improving your digital experience with Nexthink

Body:

To improve your digital employee experience, our organization will be sending Nexthink Engage strategic campaigns.

These will be pop-up notifications sent to your device. They are designed to notify, help, or collect your feedback. Nexthink Engage campaigns will be sent to:

Provide technical support and IT fixes.
Share information and send timely notifications.
Solicit your feedback with short questions. The pop-up will have our organization’s branding and will look like this: [Insert picture of Engage pop-up]

When will they start?

Campaigns will be sent to employees on [insert Month, Date, Year].

What do I need to do?

Read and respond to the campaigns as they come in. If you cannot respond, close out the campaign by clicking the X in the upper-right corner and selecting Yes, Remind Me Later.

What about my privacy?

Nexthink provides real-time analytics about network, applications and device performance. Nexthink Engage provides a two-way communication tool to act on the data that matters most to your digital employee experience and prevent common issues from impacting how you work. Nexthink only monitors the network, applications and devices that contribute to your digital experience, not you. Nexthink does not collect any information about the content of files, email, websites or any other content. You can read more about the privacy policy at Nexthink here.

For more information about Nexthink Engage, watch this video. For any additional questions, please contact our Service Desk at [insert contact XX].

Step 6 - Test and deploy your campaign

After publishing a campaign in Nexthink, run a test on a smaller representative group. Based on test results, redesign accordingly.

Both testing and final campaign deployment depend on the campaign triggering configuration and campaign urgency.

Refer to the Manage campaigns documentation for more information on campaign deployment management.

Scrutinize the results of a campaign using Nexthink Campaign Overview dashboards and NQL. This way, you can align the results with campaign goals and measurable metrics.

Discuss the possible actionable items that derive from the campaign insights.

Refer to the Drivers of DEX report example, which includes campaign analysis and conclusions.