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Measuring intranet engagement

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Measuring intranet engagement

  1. 1. MEASURING INTRANET ENGAGEMENT
  2. 2. ANALYSE Engagement analysis & benchmarking OPTIMISE Optimising the performance of the intranet BUILD Building the intranet What we do
  3. 3. Who we do it for
  4. 4. We do it well
  5. 5. BACKGROUND
  6. 6. The Completeness Problem The Overview Problem The Comparison Problem
  7. 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. 8. INTRANET ENGAGEMENT MODEL
  9. 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. 10. ENGAGEMENT = Interest x Activity
  11. 11. VISUALISING ENGAGEMENT
  12. 12. 1 like = 1 download = ZERO ENGAGEMENT PARTIAL ENGAGEMENT FULL ENGAGEMENT 1 search = 1 comment = etc.
  13. 13. VISUALISING INTEREST
  14. 14. Interest 100% of userbase visit the site every day view 10 pages every day (visitor quantity) (visit frequency) (visit depth)
  15. 15. Interest visitor quantity visit frequency visit depth
  16. 16. Partial Interest 50% 50% 50% Interest = 12.5% ( 50% x 50% x 50% )
  17. 17. VISUALISING ACTIVITY
  18. 18. Activity perform each possible form of interaction once per visit
  19. 19. perform each possible form of interaction once per visit 100% ACTIVITY
  20. 20. If each visitor performed half the number of possible interactions on each visit. ACTIVITY = 50%
  21. 21. Interest = 12.5% Activity = 50% ENGAGEMENT = 6.25%
  22. 22. ENGAGEMENT = 6.25% (compared to the total potential of the site) Interest Activity 100% Engagement
  23. 23. TO SUMMARISE
  24. 24. 1. External Benchmarking 2: Internal Diagnosis
  25. 25. 1. External Benchmarking 2: Internal Diagnosis
  26. 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. 27. 1. External Benchmarking 2: Internal Diagnosis
  28. 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 Group’s customer base and market landscape. INSPIRATION Give people a glimpse of future possibilities, through reports on new marketing innovations and emerging trends.
  29. 29. content Social
  30. 30. Misconception of the goal of the site The site is social and nothing else
  31. 31. content Social
  32. 32. Content
  33. 33. Re-launch August 2013
  34. 34. Oct/Nov 2012 Dec 2012 May 2013 Aug 2013 Jan 2013
  35. 35. Finally

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