15 Kevin Cody - Measuring intranet engagement - Intranet Now

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    30-Nov-2014

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Kevin Cody of Smallworlders talks about engagement benchmarking, at Intranet Now, the first and only independent intranet conference in the UK.

Transcript

  • 1. MEASURING INTRANET ENGAGEMENT
  • 2. ANALYSE Engagement analysis & benchmarking OPTIMISE Optimising the performance of the intranet BUILD Building the intranet What we do
  • 3. Who we do it for
  • 4. We do it well
  • 5. BACKGROUND
  • 6. The Completeness Problem The Overview Problem The Comparison Problem
  • 7. Consider a hypothetical fully engaged intranet. How would it look? 100% of userbase visit the site every day view 10 pages every day perform each possible form of interaction once per visit
  • 8. INTRANET ENGAGEMENT MODEL
  • 9. Interest 100% of userbase visit the site every day view 10 pages every day (visitor quantity) (visit frequency) (visit depth) Activity perform each possible form of interaction once per visit
  • 10. ENGAGEMENT = Interest x Activity
  • 11. VISUALISING ENGAGEMENT
  • 12. 1 like = 1 download = ZERO ENGAGEMENT PARTIAL ENGAGEMENT FULL ENGAGEMENT 1 search = 1 comment = etc.
  • 13. VISUALISING INTEREST
  • 14. Interest 100% of userbase visit the site every day view 10 pages every day (visitor quantity) (visit frequency) (visit depth)
  • 15. Interest visitor quantity visit frequency visit depth
  • 16. Partial Interest 50% 50% 50% Interest = 12.5% ( 50% x 50% x 50% )
  • 17. VISUALISING ACTIVITY
  • 18. Activity perform each possible form of interaction once per visit
  • 19. perform each possible form of interaction once per visit 100% ACTIVITY
  • 20. If each visitor performed half the number of possible interactions on each visit. ACTIVITY = 50%
  • 21. Interest = 12.5% Activity = 50% ENGAGEMENT = 6.25%
  • 22. ENGAGEMENT = 6.25% (compared to the total potential of the site) Interest Activity 100% Engagement
  • 23. TO SUMMARISE
  • 24. 1. External Benchmarking 2: Internal Diagnosis
  • 25. 1. External Benchmarking 2: Internal Diagnosis
  • 26. Size XS (1-100), S (101-150), M (501-1000), L (1001-10000), XL (+10000) Type of site N (Content/News/Comms), C (Collaborative), T (Transactional), O (Other) Types of interactions available Number of Passive types - Number of Active types - Number of Advocative types (e.g. 3-5-3)
  • 27. 1. External Benchmarking 2: Internal Diagnosis
  • 28. COMMUNITY Get everyone interacting, sharing ideas and successes, and networking with colleagues across the Group. INFORMATION Make sure everyone has access to information that will help them do their job better, including research reports and data on the Groups customer base and market landscape. INSPIRATION Give people a glimpse of future possibilities, through reports on new marketing innovations and emerging trends.
  • 29. content Social
  • 30. Misconception of the goal of the site The site is social and nothing else
  • 31. content Social
  • 32. Content
  • 33. Re-launch August 2013
  • 34. Oct/Nov 2012 Dec 2012 May 2013 Aug 2013 Jan 2013
  • 35. Finally