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Intranet Engagement Conference - Intro & measurement top line

Introduction to #iengage2015 a morning focused on intranet engagement. Outlines SmallWorlders intranet engagement measurement & benchmarking methodology

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Intranet Engagement Conference - Intro & measurement top line

  1. 1. #iengage2015 Vanilla Wifi: W1W5BB321
  2. 2. AGENDA KEVIN Measuring Engagement DAN Engagement Strategy NICK Behavioural Economics SIMON Designing for Engagement WEDGE Creating Engaging Content ROSIE MAT REENA NATALIE BREAK
  3. 3. MEASURING INTRANET ENGAGEMENT
  4. 4. The Completeness Problem The Overview Problem The Comparison Problem
  5. 5. 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
  6. 6. INTRANET ENGAGEMENT MODEL
  7. 7. 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
  8. 8. VISUALISING INTEREST
  9. 9. 100% of userbase visit the site every day view 10 pages every day Interest (visitor quantity) (visit frequency) (visit depth)
  10. 10. Interest visitor quantity visit frequency visit depth
  11. 11. Partial Interest 50%50% 50% ( 50% x 50% x 50% ) Interest = 12.5%
  12. 12. VISUALISING ACTIVITY
  13. 13. Activity perform each possible form of interaction once per visit
  14. 14. 1 search = 1 like = 1 download = 1 comment = etc.
  15. 15. 100% ACTIVITY perform each possible form of interaction once per visit
  16. 16. ACTIVITY = 50% If each visitor performed half the number of possible interactions on each visit.
  17. 17. ENGAGEMENT = Interest x Activity
  18. 18. Interest = 12.5% Activity = 50% ENGAGEMENT = 6.25%
  19. 19. (compared to the total potential of the site) ENGAGEMENT = 6.25% Interest Activity 100% Engagement
  20. 20. TO SUMMARISE
  21. 21. 1. External Benchmarking 2. Internal Diagnosis
  22. 22. 1. External Benchmarking 2. Internal Diagnosis
  23. 23. www.smallworlders.com/SubmitYourData
  24. 24. 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)
  25. 25. 1. External Benchmarking 2. Internal Diagnosis
  26. 26. 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.
  27. 27. content Social
  28. 28. The site is social and nothing else Misconception of the goal of the site
  29. 29. content Social
  30. 30. Content
  31. 31. Re-launch August 2013
  32. 32. Oct/Nov 2012 Dec 2012 May 2013 Aug 2013 Jan 2013
  33. 33. 1. External Benchmarking 2. Internal Diagnosis
  34. 34. Finally

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