At the recent IABC World Conference, Denise Cox spoke about the key internal metrics every internal communicator should me measuring.
If you would like to receive the slides as a PDF - get in touch and we'll be happy to send them on marketing [@] newsweaver.com
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Internal Metrics to Measure: Intranet, Email and Social
1. Key metrics to measure:
Intranet, email and social
denise cox, Lead Communications Consultant, Newsweaver
June 15, 2015
#IABC
2. Key Metrics To Measure: Intranet, Email and Social 2
Over 400 blue-chip and FTSE 100 organizations in 97 countries use
Newsweaver Internal Connect to help them inform, engage and inspire employees
3. Key Metrics To Measure: Intranet, Email and Social 3
98% say
measurement
is important
Source: Newsweaver/Melcrum Survey 2014
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But only 16% are
satisfied with their
ability to measure
Source: Newsweaver/Melcrum Survey 2014
5. Key Metrics To Measure: Intranet, Email and Social 5
Measurement activity – Benefits
Content performance – inform editorial guidance
Benchmark / trends – measurable improvement
Gather better data – influence and negotiate
Engagement levels – improve overall engagement
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Technology • Resource • Expense
TOOLS
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60% not satisfied with investment in
Internal Communications
Newsweaver/Melcrum 2014
BUDGET
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Less than 50% believe their team have
digital and technological skills to do their
jobs
Newsweaver/Melcrum 2014
EXPERTISE
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Little or none • Limited access
Quality • No access
DATA
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Channels • Departments • Teams • Goals • Data
SILOS
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• Get data on primary channels
• Measure globally across channels
• View reports by employee data
• Use insights to take action
Best practice for digital measurement
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• Baseline
• Access
• Consistent
Metrics
health check
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The two most used and most effective
digital channels:
Emailand Intranet.
And, one to watch: Social
enterprise channel. 46% plan to
implement, 60% plan to improve.
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Intranet
• Adoption / Engagement
• Reach
• Most / Least Engaged
• Content Popularity
• Benchmarks Performance
• Collaboration / Sharing
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Social
People
Adoption
Engagement
Influencers
Contributors
Activity
Content
Most popular
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Email
• Audience / Reach
• Volume
• Engagement levels
• Content popularity
• Destinations
• Devices
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Email Dashboard
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BREAK DOWN THE SILOS
View globally by campaign based on
audience
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GLOBAL BENEFITS
• People not ‘page views’
• Content by audience
• Cross channel view of campaigns
• Share overall performance
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GLOBAL BEST PRACTICE
Get quality data • Combine both across channels
Outcomes not outputs • Get actionable insight
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View across channels
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View across audiences
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View by reach – performance & benchmark
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View across campaigns
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View by data
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Important CEO announcement
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Important CEO announcement
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• Less numbers
• More people
• Less silos
• More global
• Cross channel
• All in one place
• A strategic partner
Change the landscape: Inform the
future