How do you improve engagement and prove business value? Learn what and how to measure your key internal communications channels . Plus get best practice tips from industry thought leaders.

1. Measuring Your Digital Internal
Communication Channels
Email, Intranet and Enterprise
Social Networks (ESN)
How to improve engagement and prove business value
Effective Channels Put To The Test
LIVE When measuring the impact of new
technologies, start with some type of desirable
business result, and identify the stakeholder
behaviors that will lead to that result. Then, you
can apply different techniques to connect the
communication method to the results.
Angela Sinickas1
To get started with sharing, identify the
platform your employees are already using.
Then think of a story you can tell there that
will inspire someone to take action toward
achieving a key objective.
Charlene Li, Founder and CEO of Altimeter Group
and author of the New York Times bestseller,
Open Leadership4
EMAIL.......................................
INTRANET.......................................
Be sure to measure:
1. Both opens and clicks.
2. Content popularity.
3. Opens and clicks
on content over time.
4. Device consumption.
5. Email benchmarks.
Measuring will get you:
1. Insight into what employees are
opening - or not opening.
2. A view across the organization of
your most/least engaged
audiences.
3. What devices are most popular?
4. Tracking content popularity to
inform editorial decisions.
Be sure to measure:
1. Search terms used.
2. Sections visited.
3. Average time spent per
employee.
4. Number of pageviews
per employee.
5. Percent and frequency
of employees that view
content .
Will help you answer:
1. What are employees searching for?
2. What content are they viewing?
3. How long employees are staying
on the intranet?
4. How often are
employees returning?
5. Are there patterns as to what
content is viewed across
departments, teams etc?
ESN.......................................
Be sure to measure:
1. Number of messages -
daily/weekly/monthly.
2. Active users/
commenters/viewers.
3. Popular messages
or hot topics.
4. Response time to
answer questions.
5. User adoption through
growth patterns.
WIll help you answer:
1. Is the volume working, are
employees responding well?
2. Are employees engaging with you?
3. What content do employees want
to receive, are there any
trends/patterns?
4. Do employees feel that they can
use the ESN as a channel to
communicate?
5. Are you identifying trends - new
groups formed, increased or
decreased traffic to sections?
Best Practice Email Tips
Use your employee data -
Emails with targeted content
perform better than group emails
Measure, benchmark and improve -
Use insight to improve engagement
and prove business value
Send it from someone meaningful -
Match the message to the sender
(i.e. CEO, manager, team leader)
55% of internal communicators
don’t measure the performance
of their content separately from
the performance of the Intranet
as a whole.3
TV
LIVE
73% of internal
communicators ranked
social the top channel
for collaboration 2
TV
And finally...
Better measurement of internal communications
requires that we break down the data and information
silo's that exist, not only do we need to look at
measuring the impact of our content and campaigns
by individual channel, we also need to look at the
picture that is presented when you look at the impact
and reach of all the channels together i.e. ' a global view'
If you want to get a
consistent message to
everyone, email
is the tool of choice for
78% of communicators.2
TV
Start with goals and objectives, the
questions you want answered. Then you
can look for the data in your analytics
tools to help measure against these.
Sam Marshall, Intranet and digital
workplace consultant, Clearbox
LIVE
www.newsweaver.com
twitter.com/newsweaver_ic
www.newsweaver.com
REFERENCES:
1. Measuring the Impact of New Media Tools
http://www.sinicom.com/Sub%20Pages/pubs/articles/article100.pdf
2. Exploring the Use of email for internal communications
http://www.ragan.com/Main/NewsweaverWhitePaperUseofEmailforInternal.aspx
3. 7 mistakes organizations make with intranet measurement
http://signup.newsweaver.com/7-mistakes-organizations-make-with-intranet-measurement-on-demand
4. Why No One Uses the Corporate Social Network
https://hbr.org/2015/04/why-no-one-uses-the-corporate-social-network
AliveWithIdeas.com