Internal Communication Essentials: Measurement
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This document discusses the importance of measurement for internal communications and provides guidance on key metrics to track. It notes that while 98% of organizations say measurement is important, only 16% are satisfied with their ability to measure, and outlines common measurement tools. Specific metrics recommended for tracking include audiences, volumes sent, channel adoption, campaign trends, social/multimedia/multichannel activity, and engagement levels. Benchmark data is also provided showing average open and click rates. The document stresses that measurement can help internal communications demonstrate business value and shape strategic planning.
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Internal Communication Essentials: Measurement
- 1. Measurement denise cox, Lead Communications Consultant, Newsweaver Twitter hashtag: #icewebinar
- 3. 400 blue-chip and FTSE 100 organizations in 97 countries use Newsweaver Internal Connect to help them inform, engage and inspire employees
- 4. denise cox Lead communications consultant, Newsweaver Twitter: @denisecox Website: www.newsweaver.com/internal-communications Twitter hashtag: #icewebinar Claire Bergin Digital Marketing Executive, Newsweaver Twitter: @Newsweaver_IC Website: www.newsweaver.com/internal-communications
- 5. Channels Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014
- 6. 98% said measurement important Just 16% are satisfied with their ability to measure ‘Email metrics’ would most like to have Only 21% plan to invest resources email Measurement Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014
- 7. Determine success Understand consumption Measure engagement Benchmark Trend Editorial guidance View across the organization Forward planning Reduce clutter / Increase relevance Prove business value What you’re missing
- 8. Opens Clicks Content popularity Channel traffic Device consumption Should have access to real time metrics What to measure
- 9. Audiences Volumes sent Channel adoption Campaign trends Social activity Multimedia activity Multichannel activity Levels of engagement Benchmarks Trends Strategic dashboard What to measure
- 10. IC benchmark opens and clicks • Average open rate: 48% • Average click rate: 24% Source: Newsweaver aggregated stats 2014 48% Opens 24% Clicks
- 11. 11 Measurement makes IC matter Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014
- 12. Tools used Source: Melcrum Use of Technology / Ragan Email Best Practice Surveys 2014
- 14. Most commonly used tool
- 15. Most commonly used tool
- 16. Most commonly used tool
- 17. Most commonly used tool Sub MyFirstExcelReport() Dim objWB As Excel.Workbook Dim objWS As Excel.Worksheet Dim objRange As Excel.Range ' GetExcelWB from Listing 24.1 Set objWB = GetExcelWB() If Not objWB Is Nothing Then Set objWS = objWB.Sheets(1) objWS.Cells(1, 1) = "My First Excel Report" objWS.Cells(4, 5) = "End of Report" Set objRange = objWS.Range _ (objWS.Cells(1, 1), objWS.Cells(4, 5)) objRange.Font.Bold = True objWS.Application.Visible = True objWS.Activate End If Set objRange = Nothing Set objWS = Nothing Set objWB = Nothing End Sub Listing 24.2. Apply formatting to Excel worksheets with range objects Source: MSDN Library - Chapter 24: Generating Reports on Outlook Data
- 27. Depth of measurement – by pay grade
- 28. View across the organization
- 29. Lead way in best practice Share with stakeholders Prove ROI Demonstrate value Help shape strategy
- 30. Access free How to guides, research and white papers www.newsweaver.com/internal-communications/learning-centre/ Next IC Essentials webinar – Wed, February 26th Personalizing Your Communications
Editor's Notes
- Organizations increasingly recognize the need for and benefits of internal communications. IC has been afforded increasing influence and investment but with that has come a great expectation that is should provide more or less like every other corporate function. For IC that places a spotlight on two areas of historic weakness and poor practice, measurement and email. Email and the intranet are the engines for driving internal communications.
- We’re breaking down the barriers, 500 IC told us how mi
- Organizations who can measure ROI are almost twice as likely to be satisfied with the level of investment made in IC
- Here is
- Email Heavy Bees– Do You Attach A Read Receipt To Emails?
- In the unlikely event that the recipient actually clicks Yes, this message that the sender receives back – -
- This is what a delivery receipt looks like in the sender’s inbox after the email has been delivered. Imagine receiving several thousand receipts like this, on top of all the delivery receipts. Imagine receiving several thousand of these! Problems; how do you count all delivery & read receipts as % of people how received and open your email, and this on top of flooding your inbox. Left to create an Excel file for creating measurement and statistics
- The right technology available today Adding real email measurement allows for improved communications and greater confidence in messaging. REAL TME METRICS DASHBOARD Central email platform to provide enterprise-wide control and visibility. Protected lists (all employees worldwide, all use employees, all sales & marketing employees being used to limite those with the capability to send mass emails. Pre-designed branded Interactivity Integrated to HR/people datsa. Customized Measurement and alaytics. Organizations should review the effectiveness of their email channel on two levels. First, there should be a company wide adherence to best practice. All-employee emails, excessive CCs and reply-to-all, plus the misuse of email for collaboration, document transfer and storage, leads to information overload and inbox clutter. Organizations need to address this specifically to educate and improve the use of email in the workplace. The second level is to make use of the email technology available today. By using this technology communicators can increase the relevance and impact of their communications, in turn increasing results. Once the technology is being used, Internal Communication teams should take a cue from their Marketing co-workers. This means moving away from a one-to-all tactic, and taking a sophisticated approach to communication. Internal Communication teams should implement a content marketing strategy, one that uses data to segment and send timely, targeted, relevant emails – the right information, to the right employee at the right time. In addition, they can use these email communications to drive adoption and traffic to their other channel strategies, including social and Intranet.
- And Behavior change KPIs Sharepoint, great place to work survey results, use of comms portal Video views Web stats Forward rates Events held Leaderhsip satisfcation Events held Understandin go message Number of comments / likes Awareness of company strategic plan Even attendance Click through rates Actions take from comms Feedback received Intranet metrics employee survey results.
- TIME SPENT: 98% of employees read a mass email within one hour, spending an average of five minutes, but submitted very few questions. This suggested we’d got it aobut right.