Change Management is Hard- Loom Can Help- Effective Strategies using Async Video (28 min- watch in 1.5x speed)

Hi everyone and welcome to our presentation on change management. I am so excited you are here with me today as we explore this topic.

Now, you've probably seen change management done before, perhaps in your organization, or at least you've seen it attempted because did you know unfortunately, only about a third of change management initiatives are actually successful?

So what's change management? Change management refers to all approaches to prepare, support, or help individuals or teams or organizations in making a change.

Today we're gonna be talking about why is change management so hard? Where do so many people go wrong and how can you more effectively approach change using I loom?

Now, whether you are a leader or an individual contributor, I promise you are in the right place today because as you're going to learn, effective change is actually not driven in a top-down approach.

It is not most effectively led by leaders.

It is actually much more effectively led by organic champion networks and natural leaders within your workforce, not just those with a management title.

Let's go ahead and take a peek. My name is Brittany and I'm looms onboarding lead. I've spent the last 10 years of my career in customer success enablement, facilitation and adult learning, and I hear this come up in every conversation that I have throughout the years.

Doesn't matter time or place, I always hear this, man, it is really hard to get my team to adopt a new way of working.

It's true. So that is what has inspired this conversation today. My hope for you is that following today's webinar, you're gonna walk away with a following first and understanding of why does so many change initiatives fail, why are they so hard?

What are some of the common pitfalls you may come across?

And then we're gonna talk about how teams can drive change more effectively using Loom. Our recent Gartner survey identified that about 65% of change initiatives fail.

Can you imagine the amount of resources and money and time that are being wasted and burned on these failing initiatives?

Let's start by exploring why this is okay. First thing, teams don't understand the why. Why are we making this change?

What's in it for me? I don't like it. I don't wanna do that. Why would I wanna do that? Skipping the step of clearly articulating the why behind a change before digging into the tactical, how it's a pretty sure fire away to shoot your change initiative right in the foot.

Next, your format might not be as effective as you think. Do you have a very clearly laid out strategic communication strategy?

Are you communicating early and often? Really important when you're trying to bring about a change?

How are you doing this today? Slack can announcement, email blast newsletter, live meeting cameras off. People probably aren't paying attention.

So if you really test the effectiveness of these formats and the retention of the message that you're sharing, we're gonna explore that further today.

Third, you are relying solely on those with leadership titles to promote the change. While it is certainly important to have unified leadership and a message coming from the top, it is actually much more effective to have natural leaders and influencers in your workforce inspire others to wanna get

on board and rally behind this cause and this change. In that same Gartner survey that I just referenced, they found that the best organizations rely on their workforce, not executives to lead the transformational change.

Lastly, tone and authenticity are everything. When you're trying to get buy-in for a change, does your communication seem robotic and like you're reading from script or does it feel human and real and fun and authentic?

Are you creating a space where people can be open and honest without judgment? Do they have a voice to share their feedback?

These are some key things I want you guys to start thinking about. And now I will play you one of my favorite movie clips as it pertains to change management.

You know what? No, that's, see, that's not what

I want. You just said that you want me to help you do the dishes. I

Want you to want to do

The dishes. Why would I want to do dishes? Why?

See, that's my whole point

Now though, I am typically always team Jennifer Aniston in most things in life. He does make a good point here.

Can't argue with that. Why would I wanna do the dishes? What's in it for me? How will this benefit me?

This does not sound like a good plan at all. Leaders often avoid the why because it tends to be more of an emotional message.

As you can imagine, some people are less comfortable with delivering those, but since organizations don't change, people do explaining the why needs to take place and it needs to feel human and personalized.

Skipping this step is truly what's gonna make the difference between the people supporting your change because they feel like they have to, they're gonna do it in a resentful way and people supporting the change because they want to.

This distinction is the critical make or break factor in the success of change initiatives.

When communicating the why, always be sure to remember with them what's in it for me. Layer that into all of your change communications and it is truly going to make your communication much more impactful.

As I mentioned, the reason behind this change management webinar is it's one of the top pain points I hear from customers.

I've heard it for 10 years across different platforms, different industries, although it is rarely so straightforward that they say change management is the issue.

It can take a little bit of digging to boil down to that. So what I like to do is apply one of my very favorite human-centered de design techniques called the five wise analysis.

I have a four year old here at home and I swear he somehow came out of the womb knowing the five y method because it's always like, why is the sky blue?

And I explain why, mom, why, why, why? And although it can be <laugh> persistent and irritating, it does help him really boil down to the thing he is ultimately trying to understand.

So you can apply the same framework when talking with customers or prospects or your internal workforce. Here's how it goes.

A customer will share with me, my new hires are feeling overwhelmed and confused, and I say, I'm so sorry to hear that.

Why do you think that is? Why are they feeling that way? Well, there's a lot of miscommunication on our GTM team.

It's too noisy. Communication is seen as disruptive rather than helpful. So we're just avoiding extra communication. Why do you think people feel that way?

There's no standardization across teams and everybody is now operating in silos. Why do you think that is? Well, our teams don't know how to operate efficiently in a remote workforce.

Why do you think that is? We lack async guidelines. So now that we've really boiled it down, they're lacking async guidelines.

This is classic change management and now we can move forward with crafting our plan and our strategic communication. So let's go ahead and flip the script here.

Hope you guys love a meme. And what we're gonna do is craft a more clear message together and we're gonna keep in mind that they mention when their new hires join, they're feeling overwhelming and confused.

So what we wanna do is communicate in such a way that we let people go through the emotions they're naturally going to but we wanna move them from feeling resistance and frustration to feeling motivated and inspired.

Here is a suggestion of how we could do that. Hey team, we are gonna be rolling out a new series of AS and guidelines.

This is a reaction you might get. Wish I could, I really don't want to. Let's keep going. We know it's been challenging to operate in a fully remote workforce and you might get something like this if you do <laugh>.

Let's keep going. We know that there is a lack of standardization today between teams and it's causing you a lot of extra work.

All right, now we're starting to speak to those emotions. It's true. I do feel like I have a lot of extra work due to a lack of standardization.

Now you have my attention. I'm coming up on that, on that emotions curve and I'm listening. Our promise to you is that we're gonna make sure all of our processes are helpful and reduce the noise and disruptiveness you are feeling burdened by, okay, now I'm really listening.

You're really speaking to the pain points that that I have on a day-to-day. Having our guidelines documented will save us all time teaching new hires, one-off processes and let us operate cohesively.

Let's do this. I'm on board. I feel motivated and inspired to take this change.

Number two, is your format effective? Am I not be? It is no secret that change management, as I mentioned, requires early and frequent communication.

But let's examine some of the common methods for such announcements. This might be a Slack message, a link, the email, a newsletter, company-wide all hands, press play plans.

We have everybody join the the meeting. People go, cameras off. They're multitasking, they're checking emails. They might not be listening or hearing what you are saying.

So embarrassingly, and I hate to share this with you guys, as adults, we don't have the best memory. We only retain about 10% of what we read and 20% of what we hear, much like Dory here, we all suffer from short term memory loss.

So you, the methods you're using today, if it's slack, if it's email, these might not be the best communication methods for teaching a new behavior or having it stick and be retained two weeks after the fact.

Let's take a deeper look at this. This is called Edgar Deal's Cone of Experience and it incorporates several theories related to instructional design and learning processes.

The big takeaway here is that learners retain more information by what they do as opposed to what is heard, read, or observed.

I like to think of this every time I am putting together a program or a new process and I start to think about how can I turn my participants from passive involved individuals to actively involved individuals.

So let me give you a few tips for some small tweak, small tweaks you can start making today when you're trying to teach a new behavior or process.

First one, this one's easy. Change up your format. Here's little secret according to looms recent study, simply including the word video in an email subject line is gonna improve your open rate by 6%.

Simple as that video also inspires viewers to experience two times deeper emotions, feelings, and moods, which as we have learned is a huge factor in effective change management.

Be assured to build your training programs that give learners the option to engage with the information. We wanna turn them from these passive viewers into these involved and active participants.

Give them the opportunity to present the same information to somebody else. Teach them to teach or perhaps have them share their feedback in a recorded loom.

Now all of a sudden they're going to remember a lot more of this and we can help out with that adult short-term memory loss that we all suffer from.

Today we're gonna talk about how Loom is the perfect platform for engaging and providing feedback.

Okay, number three, you are taking a solely top-down approach. One of my mentors once told me something that has really impacted me and stuck with me throughout the years and he said, it is far more impactful to lead by influence than it is to lead by authority.

I think about this all the time, and the same can be said when you are dealing with change. What I want everyone to do is think back to a time where you have felt super pumped about a new project or process or program.

You find yourself feeling inspired and you get into this deep work mindset. The building mindset. You feel yourself stretching, growing your skills and likely changing this creative energy that you're harnessing creates results.

It's typically exciting to witness and it's quite apparent that when others see you excited and jazzed about something and doing your thing.

So what we wanna do when we are trying to bring about a change is find these individuals within our workforce, activate them and have them be these natural influencers and champions who are going to inspire others to also take action and follow along.

Remember, as a leader building these organic champion influencer networks for your new processes or behavior, it's gonna be key to your changes success.

Let's harness all that creative energy to deliver results in an effective way. Number four, you're simply not keeping it real.

So let's paint a picture here. We're starting to formulate our change management plan. We've clearly articulated the why behind the plan.

We have our comms and our training built out and we even have a few champion teams champions on a tiger team and we're gonna use them to help us drive that momentum.

But here's another question I want everyone to start asking themselves before communicating, moving forward, is there any chance my message could be misunderstood?

If you are relying today on text heavy communication like slack or email, there is a pretty good chance it can and will be misunderstood or at the very least not delivered with the right tone.

In looms recent study of 3000 knowledge workers, 97% reportedly feel the need to add something extra in digital communication to clarify their tone.

Does this resonate with any of you? I know I personally feel seen here because I'm a lover of emojis and slack messages, exclamation points in emails.

But do they actually convey the right tone to your reader or viewer? Remember, when implementing change, it is very likely to stir up some kind of emotional response from your audience.

This could be anything from excitement, fear, uncertainty to enthusiasm, but you can mitigate some of these by ensuring your messages are delivered with the appropriate tone.

A life hack for you all.

Just record a loom. When your voice and your presence and your authenticity and your humanness are attached to your words and the message you're delivering, there's no chance it can be misunderstood.

Now that we understand these common pitfalls, allow me to introduce you to your new best friend for driving change effectively that's Loom.

Loom is the video communication platform for a sync work. Now most of us probably know without even looking at statistical numbers or proof, that video is the most engaging online content type.

Think about all the kids are doing these days. We've got tos, we've got reels, all the things that I am not cool enough to be doing.

But what I can do is record a loom and use this as the most effective way to communicate with anyone in the workplace.

What I wanna do now is explain to you where Loom falls into your day-to-day and into your tech stack.

Cuz I'm not suggesting you scrap all these other awesome tools and simply record async videos for everything. There's certainly a time and a place for each of these.

So let's explore that right now. First we have our async text communication. This is something like an email. If you wanna move a project forward in the middle of the night, you need to communicate with somebody perhaps in a distributed workforce or across time zones.

You're probably doing that today in an email, but have you ever found yourself multiple paragraphs into an email? You find yourself rereading it multiple times, making sure your tone is being portrayed correctly.

Nothing is being misunderstood. Checking your word choice, checking your spelling and your grammar. Forget if you need to add any sort of visual in there and try to mark that up or draw arrows or explain that.

So text is not great for delivering something with tone or visuals.

Simply our one click recording, recording loo would be a much more impactful way to do that. Let's move now and talk about synchronous text communication such as the Slack message.

I love slack as much as the rest of us. Slack is great for one to two sentence height, size pieces of information, but there is nothing worse than working on a project that you're really excited about and you announce it in Slack with all the fanfare, all the emojis and memes and dress it all up.

Try to bring some life to it. You got a couple likes on it and then five seconds later somebody else covers up your message with their announcement and all of a sudden this hard work, your announcement really just fell flat dead On arrival, you can do yourself a favor and if you do wanna dress up those

slack messages, embed a loom.

It's gonna have a moving thumbnail preview with your face and you waving in the beginning. Remember, just having the word video is 6% more likely to be open.

Now imagine if it's got your face and your presence and your wave and your smile. Somebody is going to watch that.

You're gonna get a lot better viewership and engagement by embedding a loom in those text communication formats. Then of course we have our synchronous video communications such as Zoom, zoom.

This also isn't going anywhere. Zoom is wonderful for when you need to present a message live, when you need to come together and collaborate back and forth, talk back and forth, come off camera, come off of mute.

Zoom is not great for a one-way dissemination of information, especially if you have a large audience. It requires a lot of time and money and resources.

If you think about all the calendars and the the holds we're putting on people's calendars and in their day to get them to drop what they're doing and join live this meeting at this time for a one-way dissemination of information in those cases, simply recording a loom would be a better option.

People can watch this in their own time at their own speed from anywhere. So I love Loom if you can't tell <laugh>.

Let's take a further look at how Loom is gonna be instrumental when you guys are trying to bring about a change in your organization.

So here are just a couple of the benefits. First with our one click recording technology, you can't explain anything such as the why and skip the meeting.

You're gonna make sure that your message is delivered with the right tone and hey, it's actually gonna be retained much better than that 10% memory that we have when we are reading something.

Your viewers can watch your loom at any time from anywhere and they can up the playback speed. I love to watch my looms at two x speed.

I try to race the clock and see how much time I can get back in my day for my deep work in creative mode and next loom helps you scale knowledge in an effective format.

In fact, as we talked about, the video is the most engaging online content type. So why not layer that into your work?

In addition to being more engaging to your viewers, recording content is all of a sudden reusable. It's gonna save you time in the future.

It's gonna save everyone time in the future, anyone from your teammates to your new hires, to your customers. Having this repertoire of recorded institutional knowledge is really gonna scale and benefit you more and more.

Third Loom gives everyone a voice and a platform for active participation and involvement. Remember, our goal here is to turn our listeners into active participants so that they're gonna retain 70 to 90% of the information that they learned and they'll then be able to enable others and help others rally

behind this change that you are trying to bring about. Viewers have several fun ways to interact with looms such as adding emoji reactions, comments, or even recording their own loom reply.

It gives everyone a voice to present and share their viewpoint and people who typically wouldn't have a voice on something like an all hands meeting or you wouldn't hear from on different departments and different teams.

By posting your Loom to the Loom homepage, now you have the opportunity to have your work stumbled upon by others and you can learn a lot from other people who you typically wouldn't be hearing from.

Lastly is Loom creates authentic and human moments at work. The simple change of using Async video at work is gonna allow you to build rapport in a fun and natural way.

No exclamation points or emojis needed. Meetings, the dreaded meetings. Here is a quick loom about how most of us feel about meetings.

How about new

Meetings? How about no <laugh>? All right, let's take a step back. I am not suggesting that you run off and cancel every single meeting at you have that you have, but what I do wanna help you do is skip the meetings that don't need to be calendar and make sure that the meetings that you are having live

and synchronously are as impactful as possible. We all know the delight of having a meeting canceled and getting some free time back in our day.

We can go get a snack, we can dive back into the deep work that we need to get into, but we still need to be able to move our projects forward and make sure we're not losing any momentum.

So Async video is the best solution here. Our research shows that using Loom can cut down meetings by 29%. That is 11 hours per week per person.

I can attest to that being a Luma Loom mate, I have never had more time in my life for creativity and deep work that I do now.

Loom users eliminated 117 million meetings in 2022, so I thought that was perfect for our Dr. Evil <laugh> 117 million meetings. Remember, change initiatives require frequent transparent communication, but no one wants to be invited to several meetings.

There could have been an email that really just should have been a loom. Loom is great for company-wide announcements when you need to disseminate information quickly and effectively and make sure you are making any meetings still on the calendar count.

You can use Loom to explain something and generally get by and faster in a much more fun way than a traditional memo.

Lastly, as I mentioned, you can use Loom to record a meeting pre watch. This is actually one of our very top use cases.

You can use this to generate some emotion and excitement ahead of the meeting as well as establish establish critical content and goals ahead of the meeting.

Here is a question we should all start asking ourselves day after day. I will not judge you if you print this out and put it on your wall and start asking, could this be a Loom instead T Loom or not T Loom?

That is the question. Here's how it goes. First question, is the tone of your message important? If it is, just hit record.

Record a loom Your tone is not gonna be misunderstood. Perfect if the tone is not important. Do you need visuals to explain it?

Save yourself the headache, trying to use markup tools and screenshots. Just record a loom. Lastly, can you communicate in less than a paragraph?

If you can one to two sentence, maybe something with number.

Go ahead and throw that in a Slack message. If it is longer than a paragraph, remember, remember our short-term memory problem.

Record a loom and help your reviewers retain that information. Benefit number two, when using Loom for Change management, loom helps scale knowledge in an effective format.

All right, now since Loom is recorded communication it all of a sudden instantly does this extra thing. It becomes this documented, reusable institutional knowledge.

We consider a loom to be evergreen or scaled when it is still receiving views five days after it has been recorded.

And in fact about 95% of our users say that they reuse looms in this way. So hope you guys can all start doing that too.

It is really gonna save you time in the future. It's great to have this recorded repertoire of knowledge. Here are just a couple of our top use cases, which as you can see, range from single and formal use cases, like a quick update to more prepared evergreen content such as communicating company

strategy.

So if you're reading through these, you're probably starting to see that many of these are gonna be used in your change initiatives.

Loom benefit number three, and this is truly one of my very favorite things about Loom, is it gives everyone a voice and a platform for involvement.

I now have the opportunity to hear from teammates on different teams or in different departments at different levels who I typically would never be learning from or even working with in a distributed workforce.

As we've learned today, the best change management initiatives turn their participants into actively involved participants. So have your participants record a feedback loom, have them practice a new talk track to discuss your new strategy with customers.

Encourage them to share a story about this, how this change has changed their day-to-day or positively impacted them. Similar tips.

Create a social challenge in Loom.

Have each member put their own spin on presenting. Make it fun, add some kind of funny element. Have them present on what they heard.

You can even create a fun hashtag for this. Have everybody tag their video with that. It'll add it to a collection of similar videos.

So encourage your videos, encourage your videos, encourage your recorders to really have fun with it and to get involved. They have a voice and a platform for being heard and being seen.

By encouraging this behavior, you're gonna notice that those natural leaders and champions emerge and organizations can effectively rely on their workforce, not leaders to lead that transformational change.

This is our Loom homepage. This is a great place to stumble upon institutional knowledge that others have created. I make a best practice of coming into my Loom homepage.

Every Friday morning I see the videos that are training, I see the tags that are training. When I watch something that interests me, I go ahead and follow that individual or follow that tag, follow that team or that space.

And what we are doing is really creating a culture of show and tell. Keep your teams feeling connected, inspired and feeling seen and heard.

Loom helps bring visibility to your work when and where you want to. We have a lot of different sharing options that range from sharing with a single individual all the way to posting to our Loom community on our public website so others can also feel inspired by the content that you are creating.

Lastly, loom helps you create human and authentic moments at work. And it's rare that we have this ability now, unfortunately, in such a distributed workforce, but it is so important, especially when you need your team to rally behind a change.

And this is what really sets Loom apart from a lot of other forms of Async communication. It increases connections in this human way and it's just a great authentic way to communicate with one another.

Even though we are separated, 64% of our users say that using Loom has made them feel more connected to their teammates.

Not only can viewers see your face and hear your tone, I hope you guys are feeling that today as you are watching this presentation and getting inspired by using Loom to disseminate any kind of communication, especially when it is something so important, such as a change management initiative.

So let's summarize everything we just talked about and learned today. Number one, using Loom is gonna help you pull your teams together quickly.

Get them to rally organically behind a change initiative without having to schedule another dreaded meeting. Loom is the perfect platform for engaging participants and ensuring they're actually gonna retain the information that you're sharing.

Loom to Thrones the top-down approach and gives everyone a platform to participate. And lastly, loom is super fun and authentic.

Your teams are gonna love it. Thank you everyone for being here today. I hope you learned a thing or two about change management and we'll see you next time.

Bye.