15 kevin cody - measuring intranet engagement - intranet now

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MEASURING INTRANET ENGAGEMENT

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Kevin Cody of Smallworlders talks about engagement benchmarking, at Intranet Now, the first and only independent intranet conference in the UK.

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Page 1: 15 Kevin Cody - Measuring intranet engagement - Intranet Now

MEASURING INTRANET ENGAGEMENT

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ANALYSE Engagement analysis &

benchmarking

OPTIMISE Optimising the performance of

the intranet

BUILDBuilding the

intranet

What we do

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Who we do it for

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We do it well

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BACKGROUND

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The Completeness Problem

The Overview Problem

The Comparison Problem

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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

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INTRANET ENGAGEMENT MODEL

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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

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ENGAGEMENT =

Interest x Activity

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VISUALISINGENGAGEMENT

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ZERO ENGAGEMENT

PARTIALENGAGEMENT

FULLENGAGEMENT

1 search =

1 like = 1 download=

1 comment

=

etc.

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VISUALISINGINTEREST

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100% of userbase

visit the site every day

view 10 pages every day

Interest

(visitor quantity)

(visit frequency)

(visit depth)

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Interest

visitor quantity

visit frequency

visit depth

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Partial Interest

50%

50%

50%

( 50% x 50% x 50% )

Interest =

12.5%

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VISUALISINGACTIVITY

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Activity

perform each possible form of interaction once per visit

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100% ACTIVITY

perform each possible form of interaction once per visit

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ACTIVITY = 50%

If each visitor performed half the number of possible interactions on each visit.

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Interest= 12.5%Activity = 50%ENGAGEMENT =

6.25%

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(compared to the total potential of the site)

ENGAGEMENT = 6.25%

Interest

Activity

100% Engagement

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TO SUMMARISE

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1. External Benchmarking

2: Internal Diagnosis

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1. External Benchmarking

2: Internal Diagnosis

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SizeXS (1-100), S (101-150), M (501-1000), L (1001-10000), XL (+10000)

Type of siteN (Content/News/Comms), C (Collaborative), T (Transactional), O (Other)

Types of interactions availableNumber of Passive types - Number of Active types - Number of Advocative types(e.g. 3-5-3)

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1. External Benchmarking

2: Internal Diagnosis

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COMMUNITYGet everyone interacting, sharing ideas and successes, and networking with colleagues across the Group.

INFORMATIONMake 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.

INSPIRATIONGive people a glimpse of future possibilities, through reports on new marketing innovations and emerging trends.

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content

Social

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The site is social and nothing else

Misconception of the goal of the site

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content

Social

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Content

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Re-launch

August 2013

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Oct/Nov 2012

Dec 2012 May 2013 Aug 2013

Jan 2013

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Finally

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