Creating a Measurable Intranet Strategy

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  • Alexis Southard-Wray, V.P., Senior Manager, Online Internal Communications , PNC Financial Services Group,
  • Creating a Measurable Intranet Strategy

    1. 1. Creating a Measurable Intranet Strategy Presented by Carmine Porco, Prescient Digital Media © 2009 Prescient Digital Media © 2009 Prescient Digital Media
    2. 2. About Prescient <ul><li>Consultants that provide strategic Internet and intranet consulting, planning and communications services to organizations of all sizes. </li></ul>© 2009 Prescient Digital Media © 2009 Prescient Digital Media
    3. 3. Agenda <ul><li>Importance of an Intranet Strategy </li></ul><ul><li>Research Techniques </li></ul><ul><li>Creating Measurable Goals for your Strategy </li></ul><ul><li>PNC Case Study </li></ul><ul><li>Q&A </li></ul>© 2009 Prescient Digital Media © 2009 Prescient Digital Media
    4. 4. Questions to consider <ul><li>Does your intranet have a plan? </li></ul><ul><li>Does it have goals / objectives to measure against? </li></ul><ul><li>What metrics or KPIs are valued by senior management? </li></ul><ul><li>Is there anyone that has the experience and can impartially plan your intranet (cutting through all the internal politics)? </li></ul>© 2009 Prescient Digital Media © 2009 Prescient Digital Media
    5. 5. Strategy provides direction © 2009 Prescient Digital Media © 2009 Prescient Digital Media Vision OBJECTIVES GOALS Tactics
    6. 6. Strategy <ul><li>Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. - Sun Tzu </li></ul>© 2009 Prescient Digital Media © 2009 Prescient Digital Media
    7. 7. Measurable Objectives <ul><li>If you don’t have specific objectives, how do you know if and when you are successful? </li></ul>© 2009 Prescient Digital Media © 2009 Prescient Digital Media
    8. 8. Research Techniques © 2009 Prescient Digital Media
    9. 9. Tools for measurement © 2009 Prescient Digital Media Activities Measurement 1 Metrics <ul><li>Quantitative </li></ul>2 Audience Analysis <ul><li>Qualitative User Feedback </li></ul>3 ROI <ul><li>Quantitative </li></ul>4 Heuristic Evaluation <ul><li>Quantitative </li></ul>5 Benchmarking <ul><li>Quantitative Research </li></ul>
    10. 10. 1. Key Metrics <ul><li>Unique visitors </li></ul><ul><li>Page views </li></ul><ul><li>Originating pages </li></ul><ul><li>Departing pages </li></ul><ul><li>Minutes per page </li></ul><ul><li>Average user session (time on site) </li></ul><ul><li>Click stream analysis </li></ul><ul><li>Hits (How Idiots Track Success) </li></ul>© 2009 Prescient Digital Media
    11. 11. <ul><li>Excellent for deeply examining design and content issues uncovered during a survey </li></ul><ul><li>Highly valuable qualitative feedback, low quantitative value </li></ul><ul><li>Closed group sessions with 8 – 10 users </li></ul><ul><li>Sessions no longer than 1.5 – 2 hours </li></ul><ul><li>An experienced moderator is mandatory </li></ul><ul><li>Separate groups in separate cities </li></ul><ul><li>Segment user groups (18-25, males, etc.) </li></ul>2. Audience Analysis: Focus Groups
    12. 12. <ul><li>Five to 10 users </li></ul><ul><li>8 to 10 tasks </li></ul><ul><ul><li>4 - 5 common tasks </li></ul></ul><ul><ul><li>4 - 5 client specific tasks </li></ul></ul><ul><li>1 hour per testing session </li></ul><ul><ul><li>30 to 45 minutes for testing </li></ul></ul><ul><ul><li>15 minutes for test write up </li></ul></ul><ul><li>Analysis </li></ul><ul><li>Timing (drop longest & shortest time) </li></ul><ul><li>Scoring (drop the highest and lowest score) </li></ul><ul><li>Comments by testers </li></ul><ul><li>Findings </li></ul>2. Audience Analysis: Usability Testing
    13. 13. 2. Audience Analysis: Usability Testing
    14. 14. 2. Audience Analysis: Surveys © 2009 Prescient Digital Media
    15. 15. 2. Most trusted source of info (IBM ) ‏ © 2009 Prescient Digital Media
    16. 16. 2. IBM W3 © 2009 Prescient Digital Media Source: IBM, Liam Cleaver, Transforming our workplace: enabling collaboration in a complex organisation
    17. 17. 2. Other critical measures (IBM) ‏ <ul><li>80% IBM employees visit w3 at least once per day </li></ul><ul><li>68% view the intranet as crucial to their jobs </li></ul><ul><li>52% are more satisfied to be an IBM employee because of information obtained on w3 </li></ul>© 2009 Prescient Digital Media
    18. 18. 2. Microsoft Intranet © 2009 Prescient Digital Media Source: Microsoft.com http://technet.microsoft.com/Cc184928.image003(en-us,TechNet.10).gif
    19. 19. 2. MSWeb Saves Time <ul><li>One-third of respondents (33%) agree completely that MSWeb saves them time while 27% agree completely that it has helped to improve their productivity (8 or 9 on a nine-point scale). </li></ul>© 2009 Prescient Digital Media
    20. 20. 3. ROI – Intranet Benefits <ul><li>Hard Costs </li></ul><ul><li>Sales </li></ul><ul><li>Productivity </li></ul><ul><li>Competitiveness </li></ul><ul><li>Application Access </li></ul><ul><li>Infrastructure </li></ul><ul><li>Collaboration </li></ul><ul><li>Time to Market </li></ul><ul><li>Customer Service </li></ul><ul><li>Human Resources </li></ul>© 2009 Prescient Digital Media
    21. 21. 3. Sodexho intranet sales leads © 2009 Prescient Digital Media
    22. 22. 3. Sales lead form © 2009 Prescient Digital Media
    23. 23. 3. Sales benefits <ul><li>Has increased leads by more than 100%. </li></ul><ul><li>$90 million dollars US in sales volume </li></ul><ul><ul><li>One easy-to-access company-wide program. </li></ul></ul><ul><ul><li>Promotes lead exchange across business segments / breaks down silos. </li></ul></ul><ul><ul><li>Reduces administrative effort, leads get to sales executives more quickly for action. </li></ul></ul>© 2009 Prescient Digital Media
    24. 24. 3. British Telecom Ideas Jar <ul><li>BT Ideas encourages staff to be submit ideas online </li></ul><ul><li>Implemented ideas pay out rewards </li></ul><ul><li>Approx. 10% of ideas are implemented </li></ul><ul><li>10% of the savings up to a maximum of £30,000 </li></ul><ul><li>BT paid out £400,000 (about US$700,000) to employees last year </li></ul><ul><li>Saved £100m (US$173 million) over 4 years </li></ul>© 2009 Prescient Digital Media
    25. 25. 3. Finding ROI www. PrescientDigital .com © 2009 Prescient Digital Media
    26. 26. 4. Heuristic Evaluation - Site Assessment <ul><li>Six evaluation categories: </li></ul><ul><ul><li>Content (25%) </li></ul></ul><ul><ul><li>Planning & Resources (25%) </li></ul></ul><ul><ul><li>Usability & Information Architecture (12.5%) </li></ul></ul><ul><ul><li>Design & Layout (12.5%) </li></ul></ul><ul><ul><li>Tools & Innovation (12.5%) </li></ul></ul><ul><ul><li>Search & Find-ability (12.5%) </li></ul></ul>© 2009 Prescient Digital Media
    27. 27. 4. Site Assessment <ul><li>Comprehensive review of site </li></ul><ul><ul><li>Click through drill down </li></ul></ul><ul><ul><li>Each main area of navigation </li></ul></ul><ul><li>Analysis </li></ul><ul><li>Synopsis of each category with   of site attributes </li></ul><ul><li>Scoring out of 10 for each area </li></ul><ul><li>Screen examples of key corrections needed </li></ul><ul><li>Summary of findings </li></ul>© 2009 Prescient Digital Media
    28. 28. 4. Site Assessment © 2009 Prescient Digital Media
    29. 29. 4. Evaluation Scores © 2009 Prescient Digital Media Overall Score: 1 2 3 3.6 4 5 6 7 8 9 10
    30. 30. 5. Benchmarking <ul><li>3-5 leading or competitor intranets are compared against </li></ul><ul><ul><li>Similar size organizations </li></ul></ul><ul><ul><li>Same or comparable industry </li></ul></ul><ul><ul><li>Top 10 or clear innovators </li></ul></ul><ul><li>Each site is scored according to the same evaluation criteria </li></ul><ul><li>Score comparison and benchmarking provide a qualitative and quantitative gap analysis </li></ul>© 2009 Prescient Digital Media
    31. 31. 5. Benchmarking - Comparison © 2009 Prescient Digital Media Design & Layout IA & Usability Content Search & Find-ability Tools & Innovation Planning & Resources Overall Client 2 2 2 4 5 4 3.6 benchmark1 4 2 4 4 4 4 3.7 benchmark2 4 3 6 8 8 6 6.16 benchmark 3 5 5 4 7 8 5 6.16
    32. 32. Developing a Measurable Intranet Strategy © 2009 Prescient Digital Media
    33. 33. Strategy Methodology <ul><li>Develop: </li></ul><ul><ul><li>Vision and Mission Statement </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Key performance indicators (KPIs) </li></ul></ul><ul><ul><li>Governance model </li></ul></ul>© 2009 Prescient Digital Media © 2009 Prescient Digital Media
    34. 34. Engaging stakeholders <ul><li>Online survey based on S.W.O.T. & organization’s strategic directives </li></ul><ul><li>Stakeholders craft or vote on possible mission statements, objectives & goals </li></ul><ul><li>Use workshop as a forum for building consensus </li></ul><ul><ul><li>3 - 4 hours </li></ul></ul><ul><ul><li>6 - 8 stakeholders </li></ul></ul>© 2009 Prescient Digital Media © 2009 Prescient Digital Media
    35. 35. Strategic planning survey © 2009 Prescient Digital Media
    36. 36. Goals & Objectives - Definitions <ul><li>Goals </li></ul><ul><ul><li>Qualitative </li></ul></ul><ul><ul><li>Something worked toward, or striven for </li></ul></ul><ul><ul><li>Something toward which effort is directed </li></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>Quantitative </li></ul></ul><ul><ul><li>The finish line </li></ul></ul><ul><ul><li>End result of an endeavor/effort </li></ul></ul><ul><ul><li>SMART </li></ul></ul><ul><ul><ul><li>Specific, Measurable, Attainable, Realistic, Time Defined </li></ul></ul></ul>© 2009 Prescient Digital Media
    37. 37. Sample Goals <ul><li>To improve process & efficiencies. </li></ul><ul><li>To improve employee collaboration. </li></ul><ul><li>To improve organizational effectiveness. </li></ul><ul><li>To increase compliance with policies and procedures. </li></ul><ul><ul><li>To improve data security. </li></ul></ul><ul><li>To improve employee engagement. </li></ul><ul><ul><li>To improve overall communication. </li></ul></ul><ul><li>To provide the most current, accurate information. </li></ul><ul><li>To improve employee understanding of strategic directions. </li></ul>S T R I C T L Y C O N F I D E N T I A L © 2009 Prescient Digital Media
    38. 38. Sample Objectives <ul><li>To reduce the number of mass distribution emails by 50% by providing a reliable standard source for up-to-date information. </li></ul><ul><li>Reduce the employee engagement baseline metric on “email and phone volume” </li></ul><ul><ul><li>Decrease the use of email so that 20% more employees feel it is manageable (53% feel it is manageable; 45% feel that email is “more than necessary” and “far too much”, combined) </li></ul></ul><ul><li>To increase employee engagement (e.g. the 53% moderately engaged and the 9% with low engagement) by 10% overall. </li></ul><ul><li>To increase engagement and organizational understanding by increasing readership of the Home Page News by 25%. </li></ul><ul><li>To automate the top 20 most used forms and processes. </li></ul><ul><li>Increase employee rating of intranet from 4.1 to 7.5 </li></ul>© 2009 Prescient Digital Media
    39. 39. Strategic Key Performance Indicators © 2009 Prescient Digital Media Improvements Time/ Growth <ul><li>Maximized: </li></ul><ul><li>Site Access </li></ul><ul><li>Culture & Adoption </li></ul><ul><li>Site Analytics (Views & Use) </li></ul><ul><li>High level maintenance: </li></ul><ul><li>Content </li></ul><ul><li>Level off maintenance: </li></ul><ul><li>IT Resources </li></ul>
    40. 40. PNC Financial Services Group Case Study Quantifying Your Intranet’s Effectiveness Alexis Southard-Wray © 2009 Prescient Digital Media © 2009 Prescient Digital Media
    41. 41. Getting started <ul><li>Do you have a strategy? </li></ul><ul><ul><li>Collect and analyze user input </li></ul></ul><ul><ul><li>Conduct SWOT analysis </li></ul></ul><ul><ul><li>Develop a Mission/Vision for your site </li></ul></ul><ul><ul><li>Create Measurable Goals and Objectives </li></ul></ul><ul><ul><li>Regularly (every 6 months) review goals </li></ul></ul><ul><ul><li>Celebrate success </li></ul></ul>© 2009 Prescient Digital Media © 2009 Prescient Digital Media
    42. 42. Q&A © 2009 Prescient Digital Media
    43. 43. Upcoming Prescient events: <ul><li>Intranet 2.0 - J. Boye Conferences USA 09, Philadelphia, PA, from May 05, 2009 to May 07, 2009. Toby Ward and Jed Cawthorne </li></ul><ul><li>Social Media for Government: How to engage your employees by using the latest web 2.0 technologies to drive communications results. Ottawa, Ontario, from May 11, 2009 to May 14, 2009. Carmine Porco </li></ul><ul><li>2nd Annual Onboarding Talent Seminar, Metropolitan Hotel, 108 Chestnut Street, Toronto, Ontario, from May 25, 2009 to May 26, 2009. Carmine Porco </li></ul><ul><li>Delivering a high-performing intranet: The reality in successfully implementing your intranet plan, May 28th with Cathy McKnight </li></ul><ul><li>Innovative E-HR, Metropolitan Hotel, 108 Chestnut Street, Toronto, Ontario,, from June 18, 2009 to June 19, 2009. Carmine Porco </li></ul><ul><li>Intranet 2.0 – Learnings from Europe - KMWorld 09, San Jose, California, from November 17, 2009 to November 19, 2009, Toby Ward </li></ul><ul><li>Other Upcoming Webinar topics: Intranet Search, Governance, Intranet Deployment, WCMS and Implementing Executive & Employee Blogs </li></ul>© 2009 Prescient Digital Media
    44. 44. Carmine Porco General Manager & V.P. Prescient Digital Media [email_address] .com www. PrescientDigital .com www. IntranetBlog .com www. Facebook .com (search “Intranet Global Forum”) ‏ www.Twitter.com/intranet2 ‏ 416.986.8800 Available on SlideShare: Creating a Measurable Intranet Strategy - Prescient Digital Media 09&quot; http://www. slideshare .net/Prescient © 2009 Prescient Digital Media © 2009 Prescient Digital Media

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