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

1. #iengage2015
Vanilla Wifi:
W1W5BB321

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. MEASURING INTRANET
ENGAGEMENT

4. The Completeness Problem
The Overview Problem
The Comparison Problem

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. INTRANET
ENGAGEMENT MODEL

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. VISUALISING
INTEREST

9. 100% of userbase
visit the site every day
view 10 pages every day
Interest
(visitor quantity)
(visit frequency)
(visit depth)

10. Interest
visitor quantity
visit frequency
visit depth

11. Partial Interest
50%50%
50%
( 50% x 50% x 50% )
Interest =
12.5%

12. VISUALISING
ACTIVITY

13. Activity
perform each possible form of
interaction once per visit

14. 1 search =
1 like = 1 download =
1 comment =
etc.

15. 100% ACTIVITY
perform each possible form of
interaction once per visit

16. ACTIVITY = 50%
If each visitor performed half the number of
possible interactions on each visit.

17. ENGAGEMENT =
Interest x Activity

18. Interest = 12.5%
Activity = 50%
ENGAGEMENT =
6.25%

19. (compared to the total potential of the site)
ENGAGEMENT = 6.25%
Interest
Activity
100%
Engagement

20. TO SUMMARISE

22. 1. External Benchmarking
2. Internal Diagnosis

23. 1. External Benchmarking
2. Internal Diagnosis

24. www.smallworlders.com/SubmitYourData

29. 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)

31. 1. External Benchmarking
2. Internal Diagnosis

32. 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.

34. content
Social

37. The site is social and
nothing else
Misconception of the goal of the site

38. content
Social

39. Content

41. Re-launch
August 2013

43. Oct/Nov
2012
Dec 2012 May 2013 Aug 2013
Jan 2013

44. 1. External Benchmarking
2. Internal Diagnosis

45. Finally