6. Source: Newsweaver/Melcrum Emerging Trends and Use of Technology survey report 2014
Of the channels you
currently used - select
the 3 most effective
24. Best practice for measuring
Get data on your primary channels
Measure globally by campaign across channels
View reports by employee data / audiences
Get actionable insights
CHANNELS
Interestingly, the intranet is the most used channel in IC, but email is actually the most effective. The future of IC channels places the focus firmly on internal social networking tools and an intranet with 1 in 2 companies planning to invest in both of these equally. Not surprisingly, print newsletters are dying out and the most unused tool with more that 50% of companies not using them anymore. How are your teams communication skills set up to take advantage of these new channels.
Sets the stage for knowing the tools you have to communicate … and we’ll pick a few to focus on.
Last year social networking tools was 4.6% is now at 12.9%
These stats have remained very consistent over the years (last study was 2011), hardly moved at all but social has tripled it’s gone from 6% to 12%. Social is growing. We know at simply that 10% of our members had a social network, today that’s 20%. So if you look forward into the future obviously as social continues to grow, something’s going to have to give. And what is it that’s going to have to give? That’s the key thing here. what’s interesting here
We’re going to focus on technology, email intranet and social.
Sets the stage for knowing the tools you have to communicate … and we’ll pick a few to focus on.
Last year social networking tools was 4.6% is now at 12.9%
These stats have remained very consistent over the years (last study was 2011), hardly moved at all but social has tripled it’s gone from 6% to 12%. Social is growing. We know at simply that 10% of our members had a social network, today that’s 20%. So if you look forward into the future obviously as social continues to grow, something’s going to have to give. And what is it that’s going to have to give? That’s the key thing here. what’s interesting here
We’re going to focus on technology, email intranet and social.
Depends on the communication objective
Email comes top for consistent message to all employees, but lower for collaboration and driving behaviour change
CHANNELS
Interestingly, the intranet is the most used channel in IC, but email is actually the most effective. The future of IC channels places the focus firmly on internal social networking tools and an intranet with 1 in 2 companies planning to invest in both of these equally. Not surprisingly, print newsletters are dying out and the most unused tool with more that 50% of companies not using them anymore. How are your teams communication skills set up to take advantage of these new channels.
Add in IC grader
Add in IC grader
Tips
Tools
Resources
Talking Points
Video is a great way to engage employees – whether you’re featuring CEO updates (EasyJet feature a weekly video update from their CEO, but importantly also include the option to view a mobile-friendly video, or to download a transcript) – or short video messages for staff (Financial Ombudsman are using short Vine-style videos to communicate key messages – they’re simple and cheap to make, but effective).
Another thing to consider is whether the content you’re writing is actively encouraging your audience to engage with it. This is a brilliant example from Barclays Global Payments, where they tapped into something that we’re all affected by (in this case, business jargon). What I particularly like about this example is the way they used an Image Gallery to help tell the story, then used active language to get their audience to participate – and received a huge amount of comments as a result. It’s just an example, but it’s worth thinking about whether you’re encouraging your audience to take part in the conversation.
Encourage employees to update their data by including personalized links that bring them directly to their own profile page on the intranet.
Jonathan Phillips @DigitalJonathan
Snr Manager of Digital Communications at Coca-Cola Enterprises
Toby Jones @tobyjones00
Internal Communications Manager at RFU
Stanley Awuku@Stanos22
Internal Digital Experience Manager at Vodafone Group
View across organization
Leadership comms
Engagement by groups
Actionable insights
Demonstrate value
Understand how Internal Comms Campaigns are performing?
Improve results based on measurement to improve overall effectiveness of comms
Employees are better informed and engaged, biz and financial performance
Insight into audiences
Editorial guidance
Click maps
Trends
Best time and day
Target / personalize
Decrease volume
Content balance
Most/least traction
Destination traffic
Re-send
Consolidation opportunities
Share insight with stakeholders
How many people have signed up to latest benefit scheme?
How many people completed PDR reports on time?
Has a communication campaign achieved any major business outcomes – e.g. increases in Productivity etc?
For lots of good ideas see: http://www.thoughtfarmer.com/blog/the-best-intranet-metrics-measure-business-outcomes/
Deliver powerful communications by having total visibility during planning
Communicate key messages via primary digital channels intranet, emails and social
Analyze results of all digital internal comms across intranet email and social
Take action based on iinsights from analytics to improve awareness, engagement and performance
For better IC measurement, you need to be able to measure the effectiveness of your comms across your primary digital channels; email, intranet, social, mobile, etc.
This will help you understand how employees are engaging with your comms and the organisation so that you can understand areas of high and low engagement, and then use these insights to improve things
Equally with better data on how content is performing, you can use this to improve the results that you get from creating content to create more content that resonates with employees, and cut out the content that doesn’t work and stop wasting time.
Furthermore where you run campaigns with a specific purpose, you’ll be able to understand are these campaigns achieving their objectives; whether that’s improving employees awareness and understanding of company strategy to getting them to complete their profiles on the Intranet.
Improving the type of data that Communicators collect has the potential to transform the business value of the IC function. By understanding how employees are engaging with Internal Comms as a whole, it will become possible to see if there is a correlation between those that engage most with IC and better employee performance. Conversely, if those who engage least with comms are those that perform worst.