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Getting past 'so what' metrics like page views and visits to show the business impact of intranets - Mossy O'Mahoney

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Lightning talk at Intranet Now 2016.

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Getting past 'so what' metrics like page views and visits to show the business impact of intranets - Mossy O'Mahoney

  1. 1. Mossy O’Mahony, Newsweaver @mossyomahony Getting past ‘so what’ metrics like page views and visits to show the business impact of intranets & digital channels
  2. 2. Mossy O’Mahony, Newsweaver @mossyomahony 500 blue-chip and FTSE 100 organizations in 97 countries use Newsweaver to help them inform, engage and inspire employees
  3. 3. Mossy O’Mahony, Newsweaver @mossyomahony
  4. 4. Mossy O’Mahony, Newsweaver @mossyomahony
  5. 5. Mossy O’Mahony, Newsweaver @mossyomahony Why measure? Understand & Improve Performance Proof of business impact Insight to drive engagement & change Data to influence and negotiate with top leaders Credibility to get more resources and budget
  6. 6. Mossy O’Mahony, Newsweaver @mossyomahony Who is responsible for Intranet Measurement? Function Percentage Intranet Manager / Professional 19.5% IT 12.3% Internal Comms 57.6% Other 10.6%
  7. 7. Mossy O’Mahony, Newsweaver @mossyomahony 98%say measurement is important Source: Newsweaver/Melcrum Survey 2014
  8. 8. Mossy O’Mahony, Newsweaver @mossyomahony
  9. 9. Mossy O’Mahony, Newsweaver @mossyomahony Marketin g
  10. 10. Mossy O’Mahony, Newsweaver @mossyomahony “In God we trust. All others must bring data” - W. Edwards Deming
  11. 11. Mossy O’Mahony, Newsweaver @mossyomahony What did they do?
  12. 12. Mossy O’Mahony, Newsweaver @mossyomahony Internal
  13. 13. Mossy O’Mahony, Newsweaver @mossyomahony
  14. 14. Mossy O’Mahony, Newsweaver @mossyomahony
  15. 15. Mossy O’Mahony, Newsweaver @mossyomahony Barriers
  16. 16. Mossy O’Mahony, Newsweaver @mossyomahony Barriers Data
  17. 17. Mossy O’Mahony, Newsweaver @mossyomahony Tool
  18. 18. Mossy O’Mahony, Newsweaver @mossyomahony Existing Tools • Marketing Software Reports • SharePoint’s / O365s Reports • Generic Web Analytics • Other 3rd Party Analytics
  19. 19. Mossy O’Mahony, Newsweaver @mossyomahony Data Outputs
  20. 20. Mossy O’Mahony, Newsweaver @mossyomahony These problems mean We can’t... -demonstrate business impact -know what is and isn’t working -see which employees aren’t engaging -take action to improve results
  21. 21. Mossy O’Mahony, Newsweaver @mossyomahony The Solution
  22. 22. Mossy O’Mahony, Newsweaver @mossyomahony Global Best Practice
  23. 23. Mossy O’Mahony, Newsweaver @mossyomahony What would the ideal look like? Purpose built for Internal Actionable insights that make a difference Easy and accessible reports All data in one place
  24. 24. Mossy O’Mahony, Newsweaver @mossyomahony Know how effective you are at reaching distinct employee audiences such as departments, business units, countries and regions Employee Audiences Country Business Unit Department
  25. 25. Mossy O’Mahony, Newsweaver @mossyomahony Know how your campaigns are performing across your different channels By Goals, Initiatives, Campaigns Leadership comms Health & Safety Compliance Update
  26. 26. Mossy O’Mahony, Newsweaver @mossyomahony Understand how your channels are working, independently and together as a whole Cross-Channel Effectiveness Email Intranet ESN, Video, etc
  27. 27. Mossy O’Mahony, Newsweaver @mossyomahony ● Within article edit, you will now see the option to apply an Analytics Campaign(s). Newsweaver Analytics Campaign dropdown
  28. 28. Mossy O’Mahony, Newsweaver @mossyomahony
  29. 29. Mossy O’Mahony, Newsweaver @mossyomahony For the first time, understand employee digital engagement in 3 dimensions Strategic Goals linked to Content & Campaigns Employee Audiences Channels
  30. 30. Mossy O’Mahony, Newsweaver @mossyomahony Transform business value All in one place Less meaningless output numbers More people oriented outcome results From order-taker to strategic partner

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