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Key metrics to measure:
Intranet, email and social
denise cox, Lead Communications Consultant, Newsweaver
June 15, 2015
#IABC

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Over 400 blue-chip and FTSE 100 organizations in 97 countries use
Newsweaver Internal Connect to help them inform, engage and inspire employees

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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

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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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Key Metrics To Measure: Intranet, Email and Social 14
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

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