data-driven internal communication · @newsweaver_ic. 400 blue-chip and ftse 100 organizations in...
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Data-Driven Internal Communication Overcoming the Barriers to Effective Measurement and Using
Data to Drive Change, Outcomes & Prove Value
Mossy O’Mahony, Newsweaver
@Newsweaver_IC
400 blue-chip and FTSE 100 organizations in 97 countries use Newsweaver
Internal Connect to help them inform, engage and inspire employees
98%say measurement
is important
Source: Newsweaver/Melcrum Survey 2014
16%But only
Source: Newsweaver/Melcrum Survey 2014
are satisfied with their
ability to measure
Why measure internal communications?
Proof of business impact of communications
Insight to drive real change
Data to influence and negotiate with top leaders
Credibility to get more resources and budget
Protect the resource you have from cuts
Why measure digital internal communications?
Understand performance
Improve results / effectiveness
Increase engagement & performance
Barriers
Why aren’t you satisfied with your
internal communications measurement?
Why so
dissatisfied?
Data
Little or none
Poor quality
Limited access
Hard to analyze
SilosChannels • Data
Departments • Teams
Tools• ResourceTechnology • Expense
Expertise
Less than 50%
believe their team have the digital and
technological skills to do their jobs
Source: Newsweaver/Melcrum Survey 2014
Budget60% not satisfied with
investment in Internal
Communication
Source: Newsweaver/Melcrum Survey 2014
“In God we trust.
All others must
bring data”
- W. Edwards Deming
The Solution
Global
Best Practice
Best practice for digital measurement
Get data on
primary channels
Measure globally
across channels
View reports by
employee data
Understand reach &
outcome of comms
Use insights to
take action
Break down the silos
All in one place
Easy to analyze & understand
Cross-Channel Analytics
For the first time, understand employee
digital engagement in 3 dimensions
Campaigns/Content
ChannelsEmployee
Audiences
Customer Case Study
FMCG blue-chip with
over 100k employees
Large comms function:
- HQ Team of 5
- 40 Regional Communicators
across company
No way for Comms to easily
and effectively measure
Campaign PerformanceImplementing
Newsweaver Analytics
solved this
The Problems
The SolutionImplemented Newsweaver Analytics for Pilot Campaign
Simplification Segmentation
Continuous Improvement Prove value to the business
Pilot to solve Problem
Actionable insights
to improve results
Pilot to solve Problem
The Future
Thank you for your
time & attention
Questions
?