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Congres intranet 2015 Measuring & maximising intranet engagement

Date post: 15-Jul-2015
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OPTIMISE Optimising the

performance of the

intranet

BUILDBuilding the

intranet

ANALYSEEngagement analysis &

benchmarking

Common measurement methods

The Completeness Problem

The Overview Problem

The Comparison Problem

INTRANET ENGAGEMENT MODEL

Consider a hypothetical fully engaged

intranet. How would it look?

100% of userbase

visit the site every day

view content every day

perform each possible form of

interaction once per visit

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

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

1 search =

1 like = 1 download =

1 comment =

etc.

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

www.smallworlders.com/submityourdata

Intranet Engagement

Strategy

Why so many intranets fail

Technology Adoption Lifecycle

(Everett M Rogers, 1962)

The Adoption Chasm

(Geoffrey A Moore, 1991)

Typical failed intranet

Maslow’s Hierarchy of Needs(Abraham Maslow, 1943)

Adoption Curve vs. Hierarchy of Needs

(SmallWorlders, 2014)

5-Part Intranet Engagement FrameworkSmallWorlders

5-Part Intranet Engagement FrameworkSmallWorlders

5-Part Intranet Engagement FrameworkSmallWorlders

5-Part Intranet Engagement FrameworkSmallWorlders

5-Part Intranet Engagement FrameworkSmallWorlders

Engaging the Conservatives & Sceptics

Reasons to log on

Internal Comms: Intranet vs Emails

Reasons To Log On - Summary

Reason To Log On

• Essential functionalities

(essential, exclusive,

easy)

Keeping the Pragmatistscoming back

Reasons to return

• Enhancing day-to-day jobs

• Personalisation

Making an intranet

USEFUL

• Regular Turnover of Content

• Personal Relevance

• Continuous Evolution

Making an intranet

INTERESTING

• Easy to use

• Fun to use

Making an intranet

LIKEABLE

Reason To Return

• Useful functionalities

• Regular turnover of

content

• Personalisation

• Continuous

improvement plan

• Good UX/Usability

• Slick/Fun design

Reasons To Return - Summary

Appealing to the Enthusiasts and Visionaries

Reasons to Lead

• Leading conversations

• Supporting Others

• Ambassadorial Opportunities

• Flexibility & Agility

Reasons To Lead - Summary

Reason To Lead

• Social Features

• User profile pictures

wherever possible

• Self-service groups/team

rooms

• Flexibility & agility

Making the caseReasons to Sponsor

• Streamlining & efficiency

• Creating new behaviours

• Measurement

• Intranet Engagement Score

• Business KPIs such as Profit & Growth

Intranet Engagement Score

Reasons To Sponsor - Summary

Reason To Sponsor

• Streamlined business

functions

• Support for serendipitous

connections

• KPIs (based on

engagement score)

• Measuring tools in place to

gather data.

Creating and Maintaining the Buzz

Ways to advocate

Ways to advocate

Ways To Advocate - Summary

Ways to Advocate

• Well defined purpose for

intranet

• YES! Team strategy

• User generated

communications

• Traditional

communications plan

• Management involvement

plan

Reason To Log On

• Essential functionalities (essential,

exclusive, easy)

Reason To Return

• Useful functionalities

• Regular turnover of content

• Personalisation

• Continuous improvement plan

• Good UX/Usability

• Slick/Fun design

Ways To Advocate

• Well defined purpose for intranet

• YES! Team strategy

• User generated communications

• Traditional communications plan

• Management involvement plan

Reasons To Sponsor

• Support for serendipitous

connections

• Streamlined business functions

• KPIs (based on engagement

score)

• Measuring tools in place to

gather data.

Reasons To Lead

• Social Features

• User profile pictures wherever

possible

• Self-service groups/team

rooms

• Flexibility & agility

5-Part Intranet Engagement FrameworkSmallWorlders


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