measuring intranet engagement
DESCRIPTION
- Principles of Engagement: What do we mean by engagement & why it matters - Measuring Engagement: The intranet engagement formula, identifying trends, engagement heatmaps, benchmarking & intranet fingerprints - Interpreting your score: What your score means – is it good or bad? - Engagement strategy: Actionable insights from your engagement analysis Presented at Intranätverk 2014: Stockholm, 13 November by Kevin Cody, Smallworlders.TRANSCRIPT
MEASURING INTRANET ENGAGEMENT
ANALYSE Engagement
analysis & benchmarking
OPTIMISE Optimising the
performance of the intranet
BUILD Building the
intranet
What we do
Who we do it for
We do it well
BACKGROUND
The Completeness Problem
The Overview Problem
The Comparison Problem
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
1000N
n
H
n n
x = 1
px
U3
N
N D2N
xN
NH
pxN
UN
DN
xN
Total userbase
Total working days
Number of hits
Number of interactors (of type x)
Number of interactions (of type x)
Number of interaction types
INTRANET ENGAGEMENT MODEL
100% of userbase visit the site every day view 10 pages every day
Interest (visitor quantity)
(visit frequency)
(visit depth)
perform each possible form of interaction once per visit
Activity
ENGAGEMENT =
Interest x Activity
VISUALISING ENGAGEMENT
ZERO ENGAGEMENT
PARTIAL ENGAGEMENT
FULL ENGAGEMENT
1 search =
1 like = 1 download =
1 comment =
etc.
VISUALISING INTEREST
100% of userbase visit the site every day view 10 pages every day
Interest
(visitor quantity)
(visit frequency)
(visit depth)
Interest
visitor quantity
visit frequency
visit depth
Partial Interest
50% 50%
50% ( 50% x 50% x 50% )
Interest =
12.5%
VISUALISING ACTIVITY
Activity
perform each possible form of interaction once per visit
100% ACTIVITY
perform each possible form of interaction once per visit
ACTIVITY = 50%
If each visitor performed half the number of possible interactions on each visit.
Interest = 12.5% Activity = 50% ENGAGEMENT =
6.25%
(compared to the total potential of the site)
ENGAGEMENT = 6.25%
Interest
Activity
100% Engagement
TO SUMMARISE
1000N
n
H
n
n
x = 1
px
U3
N
N D2N
xN
NH
pxN
UN
DN
xN
Total userbase
Total working days
# hits
# interactors
# vinteractions
# interaction types
1. External Benchmarking 2: Internal Diagnosis
1. External Benchmarking 2: Internal Diagnosis
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)
1. External Benchmarking 2: Internal Diagnosis
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.
content
Social
The site is social and nothing else
Misconception of the goal of the site
content
Social
Content
Re-launch
August 2013
Oct/Nov 2012
Dec 2012 May 2013 Aug 2013
Jan 2013
Finally