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RACHEL COOPER - WAR & PEACE VS FIFTY SHADES OF GREY: THE CHALLENGE OF MEASURING ‘QUALITY’

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RACHEL COOPER - WAR & PEACE VS FIFTY SHADES OF GREY: THE CHALLENGE OF MEASURING ‘QUALITY’

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RACHEL COOPER - WAR & PEACE VS FIFTY SHADES OF GREY: THE CHALLENGE OF MEASURING ‘QUALITY’

  1. 1. Rachel Cooper, Director, Global Content Strategy & Editorial GSK Fifty Shades of Grey vs War & Peace: the challenge of measuring quality
  2. 2. 2 Just 4% of Britons have read this 587,000- word novel Bestselling book in Britain since records began
  3. 3. Who are GSK?
  4. 4. Trust We aim to bring differentiated, high-quality and needed healthcare products to as many people as possible, with our 3 global businesses, scientific and technical know- how and talented people. Santosh Consumer Healthcare India
  5. 5. 5 Digital communications are the shop window of our organisation • The first place to look for company information • 1 million followers on LinkedIn • 264,000 page likes on Facebook • 157,000 followers on Twitter • More than 5,000 followers on Insta – we haven’t been there for long…
  6. 6. The challenge
  7. 7. • A fragmented digital landscape: • Internal and external global digital communications channels managed by completely different teams • Content of varying message, tone and style within channel and across internal and external digital channels • Piecemeal analytics and insights • Reactive, milestone-led storytelling Where we were 7
  8. 8. • An integrated digital landscape: • Internal and external digital communications channels managed by the same team • Content of consistent message, tone, style and quality within channel and across internal and external digital channels • Balance of reactive and proactive, campaign-led storytelling that is in tune with our audience • Sophisticated metrics which give us true insights into our audience, our digital performance and our impact What we are aspiring towards 8
  9. 9. The solution (we hope…)
  10. 10. Structure of the global digital communications team 10 Channel Audience Channel
  11. 11. • We are commissioners, co-creators and editors of content for global corporate internal and external audiences • Our aim is to strengthen and simplify our storytelling through stronger prioritisation and integration; and to consistently deliver impactful and quality stories to support our priorities • We partner with communications representatives for internal and external audiences across the 3 businesses to plan, co-develop and publish content for our global corporate channels Our approach to developing content 11
  12. 12. A snapshot of our content approach in practice 12 Behind the Science features now published internally as well as externally, and shared on social media every Friday Behind the Science Stories generated by our employees shared internally and externally to illustrate our innovation in respiratory Live Every Breath Profiles of GSK colleagues help to put a human face on what we do, and bring our company to life Faces of GSK
  13. 13. But this is still one of our most ‘successful’ posts…
  14. 14. 14
  15. 15. Should we just give up and do emoji tweets?
  16. 16. “It’s an example of where you use data to make decisions; don’t let data make the decisions for you.” Tom Kluge, digital insights manager, GSK In a word – ‘no’ 16
  17. 17. • Corporate reputation • Employee engagement Our KPIs 17
  18. 18. Our measurement framework 18 Familiarity Engagement Conversion Advocacy • Familiarity: reach and exposure of content eg number of impressions, page views, users • Engagement: user engagement with content eg engagement rate, engagements by type, website bounce rate • Conversion: user behaviour eg click-throughs to content, watching a video to the end • Advocacy: becoming an ambassador for your content eg shares, retweets, NPS score
  19. 19. Measure & learn How insights are built into content development Plan Share & build ApprovePublish
  20. 20. How are we doing?
  21. 21. • Average views of Connect GSK global news stories are more than 50% higher than they were in 2016 plus 15% increase in the dwell time • Majority of users consistently say that gsk.com has positively changed their perception of GSK • Hit 1 million followers on LinkedIn for the first time this year • Through our measure and learn process, we’ve been able to address issues when they arise A snapshot analysis 21
  22. 22. Room for improvement 22 • Corporate communication are difficult to measure • Still not listening and responding to our audiences enough • Still challenging to track quality of engagement • Difficult to maintain impressions in the face of tricky algorithms • Measuring more of the right things • Framework has helped content teams focus on digital objectives • We know how we’re performing • We are learning what works and what doesn’t
  23. 23. 5 tips for measuring quality Push for a data culture where you question and learn from the insights Consider the objective of each piece of content and measure accordingly Measure quality, not just quantity – e.g. impressions per post Have a suite of analytics which help you build a detailed picture Emoji tweets are okay some of the time
  24. 24. Questions?

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