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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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MEASURING INTRANET ENGAGEMENT
ANALYSE Engagement analysis &
benchmarking
OPTIMISE Optimising the performance of
the intranet
BUILDBuilding the
intranet
What we do
Who we do it for
We do it well
BACKGROUND
The Completeness Problem
The Overview Problem
The Comparison Problem
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
INTRANET ENGAGEMENT MODEL
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
ENGAGEMENT =
Interest x Activity
VISUALISINGENGAGEMENT
ZERO ENGAGEMENT
PARTIALENGAGEMENT
FULLENGAGEMENT
1 search =
1 like = 1 download=
1 comment
=
etc.
VISUALISINGINTEREST
100% of userbase
visit the site every day
view 10 pages every day
Interest
(visitor quantity)
(visit frequency)
(visit depth)
Interest
visitor quantity
visit frequency
visit depth
Partial Interest
50%
50%
50%
( 50% x 50% x 50% )
Interest =
12.5%
VISUALISINGACTIVITY
Activity
perform each possible form of interaction once per visit
100% ACTIVITY
perform each possible form of interaction once per visit
ACTIVITY = 50%
If each visitor performed half the number of possible interactions on each visit.
Interest= 12.5%Activity = 50%ENGAGEMENT =
6.25%
(compared to the total potential of the site)
ENGAGEMENT = 6.25%
Interest
Activity
100% Engagement
TO SUMMARISE
1. External Benchmarking
2: Internal Diagnosis
1. External Benchmarking
2: Internal Diagnosis
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)
1. External Benchmarking
2: Internal Diagnosis
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.
content
Social
The site is social and nothing else
Misconception of the goal of the site
content
Social
Content
Re-launch
August 2013
Oct/Nov 2012
Dec 2012 May 2013 Aug 2013
Jan 2013
Finally
Recommended