If You Can’t Measure It, You Can’t Improve It. Is evaluating metrics your weak spot? In a recent survey, we found that only 22% of internal communicators were actually confident that the metrics they chose to track were effective in improving their content. Watch this webinar recording with SocialChorus’ Gregg Apirian, Senior Director, Advisory Services, and Kevin Juskowski, Data Analyst. They will guide you step-by-step on how to measure your internal comms confidently. With their straightforward plan, you’ll reach every employee with the right message at the right time. You’ll learn: How to get started by setting clear goals for your team that are aligned with your organization’s business priorities What you need to create the best system or process to measure effectively and form actionable insights to continually improve your work Why it’s important to think like a data scientist and to embrace both qualitative and quantitative research How to prove your team’s value through the power of storytelling to capture and explain your metrics Watch a video of the webinar: https://www.socialchorus.com/webinar-recording-a-communicators-guide-to-metrics-and-measuring-success/ Or read our How to Measure Internal Communications blog series with a goals setting worksheet: https://www.socialchorus.com/how-to-measure-internal-communications-introduction-defining-your-goals/

1. SocialChorus Measuring Internal Communications Webinar
Measuring Internal
Communications
1
October 24, 2018
Gregg Apirian, Senior Director, Advisory Services
Kevin Juskowski, Data Analyst

2. SocialChorus Measuring Internal Communications Webinar
2
Gregg Apirian
Senior Director, Advisory Services
SocialChorus
Speakers
Kevin Juskowski
Data Analyst
SocialChorus

3. SocialChorus Measuring Internal Communications Webinar
3
➔ The webinar audio is being streamed
through your computer – there is no dial
in number
➔ Submit questions through the Q&A
widget on your screen

4. SocialChorus Measuring Internal Communications Webinar
Agenda
4
●Challenges and Opportunities
●Foundational Tenets
●People, Process & Technology
●Analysis, Insights and Actions
●Q&A

5. SocialChorus Measuring Internal Communications Webinar
Challenges
5

6. SocialChorus Measuring Internal Communications Webinar
Hard to Reach
Everyone
Changing Employee
Expectations
Wrangling Too Many
Channels
Constant Timing
Pressure
No Way to Measure
Real Impact
Managing Global
Enterprise
What You’re Up Against
6

7. Activating employees is hard!
7

8. 8
One message to all
doesn’t work anymore.
88

9. 9
Are they receiving and
reading your emails?
99

10. 10
Is your intranet really
the channel of choice?
1010

11. 11
In person meetings and
events are valuable but
not always relevant
1111

12. Opportunity
12

13. We believe every worker matters.
Because companies thrive and win when
all of their workers feel informed,
aligned, and supported.
13

14. 14
The right content to the right people
in the right place at the right time.

15. SocialChorus Measuring Internal Communications Webinar
Current
State
No mobile-first
communications
platform
Desired
State
Email
overload
Less than
ideal
intranet
experience
Engaging user
experience on
any device
Available for all
employees to access
at any time
Mobile-first
platform
Employee Experience
Transformation
15

16. SocialChorus Measuring Internal Communications Webinar
Mostly
Mobile Users
80%
16

17. SocialChorus Measuring Internal Communications Webinar
Current
State
Desired
State
Communication Transformation
Easy to use publisher
for comms team to
publish in real time
Team needs to
send content to
another team to
use HTML and
publish
Painful process to publish
across channels
Single point of
publishing all platforms
Mobile and video
publishing
No mobile or
video publishing
17

18. SocialChorus Measuring Internal Communications Webinar
• Leads a data-driven communications practice
• Understands their audiences
• Operates with an internal comms strategy
• Uses segmentation and targeting strategies to deliver value to
employees
• Manages a team of cross-functional resources that plan, create,
publish, measure and optimize content
• Optimizes content for mobile users
• Measures the effectiveness of internal comms strategy and
tactics
Employees need your help. It is time
to use your super powers.
The Modern Communicator
18

19. SocialChorus Measuring Internal Communications Webinar
• Leads a data-driven communications practice
• Understands their audiences
• Operates with an internal comms strategy
• Uses segmentation and targeting strategies to deliver value to
employees
• Manages a team of cross-functional resources that plan, create,
publish, measure and optimize content
• Optimizes content for mobile users
• Measures the effectiveness of internal comms strategy and
tactics
Employees need your help. It is time
to use your super powers.
The Modern Communicator
19
Measures the effectiveness of internal
comms strategy and tactics

20. 20
Getting Started
2020

21. SocialChorus Measuring Internal Communications Webinar
21
Be ready to up
your data-driven
game
Things to consider before jumping into
measuring internal communications.
1
Foundational Tenets

22. SocialChorus Measuring Internal Communications Webinar
22
Be ready to up
your data-driven
game
Things to consider before jumping into
measuring internal communications.
Your team should
be comprised of
the right people
with the right skills
1 2
Foundational Tenets

23. SocialChorus Measuring Internal Communications Webinar
23
Be ready to up
your data-driven
game
Things to consider before jumping into
measuring internal communications.
Your team should
be comprised of
the right people
with the right skills
Align your IC
strategy to metrics
and outcomes
1 2 3
Foundational Tenets

24. SocialChorus Measuring Internal Communications Webinar
24
Be ready to up
your data-driven
game
Things to consider before jumping into
measuring internal communications.
Your team should
be comprised of
the right people
with the right skills
Align your IC
strategy to metrics
and outcomes
What do you know
vs. what do you
need to know
1 2 3 4
Foundational Tenets

25. SocialChorus Measuring Internal Communications Webinar
25
Be ready to up
your data-driven
game
Things to consider before jumping into
measuring internal communications.
1
Foundational Tenets
Your team should
be comprised of
the right people
with the right skills
Align your IC
strategy to metrics
and outcomes
What do you know
vs. what do you
need to know
What should you
measure? How will
you measure?
What will you do
with the data and
insights?
2 3 4 5

26. 26
People
2626
Process Technology

27. 27
Measuring internal communications
requires the right people with the right
mix of skills and experience.

28. SocialChorus Measuring Internal Communications Webinar
28
1-2
2-5
5+
+
What does your team and resources
look like?
Team Structure & Skills

29. SocialChorus Measuring Internal Communications Webinar
29
Your Internal Communications strategy should
align to your staffing plan. Key roles and skill
sets to consider including are:
Auditing Your Team
Strategist Data Analyst
Content/Editorial
Strategist
Copywriters Designers
Videographer/
Editor

30. SocialChorus Measuring Internal Communications Webinar
30
Look for alignment with your team,
then business leaders, and then
executives and the C-Office.
Organizational Alignment
Team
Executives
Business
Leaders

31. SocialChorus Measuring Internal Communications Webinar
31
• Requirements
• Use Cases
• Vendor Research
• Vendor Outreach
So how can you architect and implement
the right data and analytics tools?
You Can’t Measure Without Technology

32. SocialChorus Measuring Internal Communications Webinar
32
• Set realistic goals
• Define KPIs
• Align metrics to channels and KPIs
• Define and re-evaluate roles &
responsibilities
With the right team structure and resources
with skills, and tech, you now need to
consider an iterative workflow.
Introduction to Goal Setting

33. SocialChorus Measuring Internal Communications Webinar
33
• Understand their expectations, similarities
and differences
• What content and information do they
care about?
• What information will help solve their
challenges or offer them value?
• Segment your audiences
• Use the segmentation to deliver targeted,
relevant content
The only way to understand your audience
is to continuously study them.
Study Your Audiences

34. SocialChorus Measuring Internal Communications Webinar
34
• Research
• Measure daily/weekly/real-time if possible
• Create reports and share insights
• Rinse and repeat
Find the right balance of often you review your
data and analytics vs. how often you meet with
leaders to report.
Cadence & Workflow

35. 35
Analysis
3535
Insights Action

36. What metrics should I focus on?

37. SocialChorus Measuring Internal Communications Webinar
37
• Create natural groups based on
department/division/etc
• Publish same content to same
channel
(if applicable)
• Measure the engagement
across each group
Identifying content that is important
in specific groups.
Use Case 1 (Targeted Content)

38. SocialChorus Measuring Internal Communications Webinar
38
• Create a series of incentivized challenges
- Like a certain number of posts
- Follow a certain number of channels
• At end of challenge period determine net
change in user base
Drive audience adoption of program.
Use Case 2 (Adoption & Retention)

39. SocialChorus Measuring Internal Communications Webinar
39
• Determine the current state/breakdown
of usage across platforms (web, mobile,
etc) or TOD
• Does this change or have any trend
over time?
• Adjust your publishing style to coincide
with high usage platforms or periods
Analyze platform/time of day in which most
users access program so that content may
be optimized for their usage.
Use Case 3 (Engagement)

40. SocialChorus Measuring Internal Communications Webinar
40
• Have data to use
• Making sure you are collecting data
that helps you to measure progress
of goals
• Data is clean (free of errors),
standardized, etc.
• Data is in a format that can exported
to excel or other tools you use
Transforming raw data into a clean state.
Establishing Your Data Infrastructure

41. SocialChorus Measuring Internal Communications Webinar
41
• Aggregating data where
appropriate (in its raw state you
can’t do this)
• Verifying accuracy of data
• Is the data relevant to your
decision maker and audience?
• It is iterative process and
requires a detailed eye
Preparing the data to be able to read it and
garner insights from.
Analysis

42. SocialChorus Measuring Internal Communications Webinar
42
• Turn your key learnings into a story so
you can effectively communicate
findings with a non-quantitative
audience (people who have a hard time
turning analysis into insight)
- Summarize
- Narrative
- Visualize
The qualitative analysis and learning
of the scenario.
Insights & Key Learnings

43. 434343
Action Planning

44. SocialChorus Measuring Internal Communications Webinar
44
Hypothesis of
issues and
opportunities
A story to prove how research and
measurements enables achieving
business/comms objectives.
1
Action Plan Example
Study employee
across markets and
locations (Surveys
and Interviews)
Identified
important insights:
• Visual Learning
Style
• Promotional
materials
• Relocation
Issues
• Compensation
Issues
Action Plan:
• Revised
promotions
process and
solved business
issues
• Created new
materials for
visual learners
and marketed
new process
Outcome:
• Employees read
materials
• Proactively
signed up for
promotions
• Brought balance
to supporting
company’s
growth
2 3 4 5

45. SocialChorus Measuring Internal Communications Webinar
45
• It is never too late to begin your data-
driven journey
• With measurement comes data and
insights you can act upon
• If you need more people, budget and
other similar resources — use data and
analytics to build your irrefutable
business case
Wrap up
As communicators it is our responsibility to
operate as data-driven specialists.

46. SocialChorus Measuring Internal Communications Webinar
Q&A
46

47. SocialChorus
Our Vision
47
We believe every worker matters.
Because companies thrive and win
when all of their workers feel
informed, aligned, and supported.

48. SocialChorus Measuring Internal Communications Webinar
ONE SINGLE POINT OF PUBLISHING
48
• Publish to multiple
channels from one
platform
• Reach your employees on
where they are
• Measure everything in
one place

50. SocialChorus Measuring Internal Communications Webinar
UPCOMING WEBINARS AND EVENTS
50
October 30: How to Tell Stories Like a Boss – New York City
October 31: Your Seat at the Table Series: Communication Strategy Mistakes You’ll Want to Avoid
November 13: Live Webinar – Is Your Internal Communications Strategy Broken?
November 14: Your Seat at the Table Series: Bridging the Gap Between External and Internal
Communications
November 27: London Insight Series – Employee Engagement in Financial Services
November 29: London Insight Series – How to Tell Stories Like a Boss
December 5: Live Webinar – Telling Great Stories
April 24, 2019: FutureComms 2019 – New York City
Please visit socialchorus.com/events to register for any of our webinars or events.

51. SocialChorus Measuring Internal Communications Webinar
51
Thank You!
Stay in touch with us on social media, and if you have any questions about this
webinar or anything else, please email: info@socialchorus.com.
LinkeIn.com/company/socialchorus
Twitter.com/socialchorus
Facebook.com/socialchorus