Brand Strategist
Slack App Logo.png

Slack App

Main output: Internal communication campaign
Approach: Seek opportunity internally.

 

Slack

Slack App Logo.png

Approach: Seek opportunity internally.

Skills used: qualitative focus group, quantitative survey research, creative brief writing, comms planning, social listening

About the brand

Branded as an email replacement, Slack is a work productivity app that also just so happens to be one of the most successful startups of all time.  

People believe Slack is more popular, engaging, reliable, and innovative than any of its category competitors. Plus, there was always the promise that Slack would make you "be less busy."

Brand problem

Slack was not living up to that brand promise.

We found that Slack increased people's communication, made them feel more busy, had not cut down on unnecessary communication, and that people abused the availability of Slack frequently. 

Insight

  The same 7 percent of users who said there was no such thing as a Slack abuser (someone who sent too many messages at inappropriate times, used excessive gifs or bots, etc.) were the exact same people who said that they had set standards for using Slack.

The same 7 percent of users who said there was no such thing as a Slack abuser (someone who sent too many messages at inappropriate times, used excessive gifs or bots, etc.) were the exact same people who said that they had set standards for using Slack.

Problems with the brand were not directly related to anything the brand controlled directly. Instead, how others used it reflected badly on the app.
Once the shiny newness of adopting Slack wore off, bad habits by co-workers were most likely to turn people off from it forever.

Solution

Set "best use" guidelines.

Introduce "Slack Etiquette" to minimize the number of awkward conversations between team members and to maximize Slack's efficiency and effectiveness. All messaging should be around knowing your audience (even within channels), taking care with crafting your messages in order to be thoughtful, and knowing that it's okay to turn off Slack sometimes, but especially outside of work hours.

The Team

Carole Trickey, ST (hi!)
Eliza Hadjis, ST
Eddie Bennett, ST