Transforming The Business Value Of Internal
Communications Through Better MeasurementMossy 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 measurementis important
Source: Newsweaver/Melcrum Survey 2014
16%But only
Source: Newsweaver/Melcrum Survey 2014
are satisfied with theirability to measure
Why measure internal communications?Proof of business impact of communications
Insight to drive real changeData to influence and negotiate with top leadersCredibility 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 yourinternal communications measurement?
Why sodissatisfied?
DataLittle or nonePoor quality
Limited accessHard to analyze
SilosChannels • Data
Departments • Teams
Tools• ResourceTechnology • Expense
ExpertiseLess than 50%
believe their team have the digital andtechnological skills to do their jobs
Source: Newsweaver/Melcrum Survey 2014
Budget60% not satisfied with investment in Internal
Communication
Source: Newsweaver/Melcrum Survey 2014
The Solution
GlobalBest Practice
Best practice for digital measurement
Get data onprimary channels
Measure globallyacross channels
View reports byemployee data
Understand reach & outcome of comms
Use insights to take action
Break down the silosAll in one place
Easy to analyze & understand
Cross-Channel Analytics
For the first time, understand employee digital engagement in 3 dimensions
Campaigns/Content
Channels EmployeeAudiences
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 Performance
Implementing 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