ETDE is hitting the headlines in the world of in-house communications. The electrical contracting and maintenance subsidiary of Bouygues Construction has just launched its Web TV, a new interactive tool replacing the in-house paper magazine, in preference of online exchange and communication. This initiative has just won 1^st prize in the “Web TV” category during the 2009 UJJEF Awards. UJJEF is the leading corporate communications group in France, covering more than 1400 key players in the sector.

This innovation will enable 13,000 ETDE employees, working in 250 sites in France and across 30 countries worldwide, to stay in touch with company news wherever they are. ETDE Web TV’s instinctive navigation and ultra-contemporary design will take Group employees on a journey of discovery.

This new web space, accessible with a login name and password, will showcase the vitality of the Group and its employees, highlight the range of technical skills available to promote synergies and encourage exchanges by inviting visitors to post content, comment on and score videos, and participate in discussion forums.

Using the best web tools to share with employees
ETDE Web TV, available in French and English, uses the very best web tools and borrows from TV and video sharing site codes to make navigation easier for employees.

Visitors can use several entry points to access videos on the site: a word cloud, activity or theme categories, or direct links to the most popular videos, classed according to number of viewings, scores or duration. Moreover, they can also directly access weekly programmes: “hot seat” interviews and “vox pop” reports from the field.

The site also has a participatory element, offering employees the opportunity to post videos or work photos, comment on videos and vote for their favourites, respond to the “question of the week” or indeed exchange news and views on a non-work-related forum.

Besides this web 2.0 aspect, Web TV also has a headline tickertape feature, similar to news channels.

 

 

Regular updating of editorial content
Continuous updating of content will keep Web TV dynamic:

• Regular programmes such as “hot seat” and “vox pop” or “question of the week”, frequently updated;

• Up-to-the-minute news coverage (interviews with management on all topical issues);

• Content uploaded directly by employees and moderated by the ETDE communications department.

An unconventional and effective launch campaign
ETDE Web TV got underway at the beginning of June, with a pilot phase involving 150 Group employees. The pilot ended in September, followed up by a feedback questionnaire, which led to a number of changes.

ETDE then conducted an unconventional and multi-channel publicity drive, from October 1^st through October 16^th, including:

• A workplace and home information campaign using posters, flyers, intranet pop-ups, internal emails;

• 3 cinema-style teasers featuring ETDE employees and a “reveal” on the theme of “what’s happening at ETDE on October 16th?” All available on a dedicated site: www.quesepassetil.fr;

• A buzz campaign among 300 major ETDE partners featuring a Web TV preview.

In addition to this, a campaign was conducted to ensure a loyal audience and encourage employees to tune regularly into Web TV: posters in each centre advertising the programme of the week: TV15Jours (TV15Days), an RSS headline feed, the publicising of events online to create buzz, and the regular updating of programmes.

About ETDE:
An electrical contracting and maintenance subsidiary of Bouygues Construction, ETDE is an integrator offering multi-technical solutions and associated services, working with private and public sector clients in the fields of energy, industry, services, transports, nuclear power and telecommunications. ETDE offers expertise, geared towards client needs, in four clearly structured areas: external networks, electrical, mechanical and thermal engineering, Facility Management, Telecommunications networks and services. ETDE offers a global package of services in engineering, civil works, maintenance and exploitation, both in France and internationally. ETDE draws on the know-how, commitment and responsiveness of its 13,000 employees to offer innovative solutions with added technological value to its clients. With 200 sites in France and a presence in 28 countries worldwide, ETDE posted revenues of €1.7 billion in 2008.

ETDE Press service: ADOCOM RP Tel.: +33 (0)1 48 05 19 00 Fax: +33 (0)1 43 55 35 08 adocom@adocom.fr

ETDE Communications Department: Jean-Luc Letouzé Tel.: +33 (0)1 30 60 43 18 Fax: +33 (0)1 30 60 48 13 j.letouze@etde.fr