Measuring Employee Engagement and User Adoption...Webtrends as a Preferred Analytics Solution for...
Transcript of Measuring Employee Engagement and User Adoption...Webtrends as a Preferred Analytics Solution for...
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Measuring Employee
Engagement and
User Adoption
Simon Bloom,
Strategic Alliances & Partner
Sales Director, EMEA
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Why Webtrends?
• 350+ accounts today using
Webtrends to measure their
SharePoint initiatives
• Used by marketing teams
throughout Microsoft, including the
SharePoint team
• Gold Certified Partner
“Microsoft continues to support our relationship with Webtrends as a Preferred Analytics Solution for SharePoint, including SharePoint Online within Office 365.
With the emerging social enterprise and the ever-increasing need to measure collaboration throughout the organization, Webtrends provides an effective measurement platform for SharePoint customers worldwide,”
Jared Spataro, senior director, Microsoft Office Division and leader of the SharePoint business worldwide
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"Employee Engagement is a
measurable degree of an
employee's positive or negative
emotional attachment to their
job, colleagues and organization
that profoundly influences their
willingness to learn and perform
at work".
Scarlett Surveys
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What’s the Big Deal?
• Online Collaboration growing
• Surge in growth in next 1-3 years
• Business see this as Important!
“We used to spend half our time educating
clients about the benefits of social
collaboration. These days, businesses are
approaching us with clearly defined
strategies for reducing overheads and
connecting remote working teams. The
market has grown up.”
Clincked's founder, Tayfun Bilsel
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So What? The Case for the Prosecution!
• According to a recent McKinsey Report
office workers spend an average of 28
hours a week writing emails, searching for
information and collaborating internally.
• Most of us prefer to use email rather than
speak to a colleague, resulting in
companies like Debenhams having
to store 13.8 million new emails a month -
a figure that’s increasing 20% year on
year for the retailer.
-Clincked.com
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So this stuff can help me?
-Clincked.com
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20%-25% increase in efficiency of key employees
following the implementation of social platform on intranet McKinsey Global Institute
60% less emails after launch of social tools within the intranet
environment COO fra nSynergy
What's the Big Deal?
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Why engage?
“Organisations with high levels of
employee engagement
outperform the earnings of peers
by 57%” Source: Gartner Research, Reach Peak Performance Through Employee
Engagement, Otter 2012
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Why measure?
• Increase adoption
• Understand your investment in
SharePoint
• Understand who is using it and
for what
• Align SharePoint usage to
business goals
• Measure Employee
Collaboration
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What do you want to measure?
• New visitor and repeat visitor behaviours.
• Social collaboration
• Stand-alone metrics for individual content or
content categories.
• Usage by user, department, supervisor,
region, or any other meaningful segment.
• Understand Intranet navigation.
• Understand the effectiveness of internal
campaigns that drive usage
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What can we measure?
Internal
Staff Engagement
Retention Strategies
Training / Mentoring
Assessment
Community
Internal Relationships
Information Sharing
Collaboration
External
eConsultancy 2013
Staff Attraction
Candidate Relationships
Candidate Screening
Talent Pipeline
Assessment (Pre- employment)
Brand Reputation
Engagement (Post – employment)
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Common Questions/Challenges
"We have many different challenges regarding
using our SharePoint, mostly about change
management. I look at data as one of the
methods to convince editors/ users what gives
value for the end users etc."
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Common Questions/Challenges
"What examples can you present where the use of
actual web statistics for SharePoint is referred to
develop and improve internal SharePoint solution.
And how can we use the tool to follow up on such
investments and improvements.
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Common Questions/Challenges
“How can better web statistics assist in
continuously providing insights to better decision
making, and what consequence it would have on
the business not to have such tool in play".
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Common Questions/Challenges
"Our challenge is usability, engagement and
user adoption. One reason being that they find
it difficult to use our intranet (Sharepoint
2010)for collaborating, interacting and finding
information. Another reason being that our
mac users are login prompted all the time (we
use single sign-on) and are experiencing
system barriers".
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Measuring Internal
Communication
Effectiveness
"The engine of
organisations is
communication"
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IC Challenges
• Employee Engagement
• Adoption of internal systems
• Communication across multiple
channels
• Creating a culture of collaboration
Ensuring that measurement,
evaluation, and continuous
improvement are part of ‘business as
usual’
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Primary IC Channels
Secondary IC Channels
Blogs Video Chat Surveys
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Level 1: BASIC
Level 2: CENTRALISED
Level 3: COLLABORATIV
E
Level 4: OPTIMISED
Information stored
in central
repository &
disseminated via
a single channel
• News
• Information
Library
• Employee Self-
service
Information used
by teams
• Social
Collaboration
• Data Available
to other
applications
• Simple
processes
• Two-way
‘conversation’
• Basic
measurement
Internal Communications Maturity Model
Bu
sin
ess V
alu
e
Information
disseminated
via single
channel &
stored in silos
Information
accessible to
extended teams
• Support of
multiple
channels
Video, blog,
Slide-share
social
• Advanced
Integration with
applications
• Advanced &
specific
processes
• Measurable
analytics
Ad-hoc Co-ordinated Diversified Strategic
Maturity
EMAIL EMAIL & INTRANET EMAIL, INTRANET,
SOCIAL ALL Channel
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Measuring Internal
Marketing
Effectiveness
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Internal Marketing Challenges
• Project collaboration
• Measuring the effectiveness of internal campaigns
• Driving adoption of new information
• Creating a culture of collaboration
• Communication across multiple channels
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Project collaboration
Define objectives
Research
Project definition
Project collaboration
Distribute tasks
Collate work
Disseminate
Train
Refresh
Effective measurement can drive project management, shorten time-scales and increase project success
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Level 1:
REACTIVE
Content is handled
on an ad-hoc basis
with little thought
on its management
Level 2:
TACTICAL
Adoption of multiple
publishing
processes, often in
silos, without any
interconnection
Level 3:
INTEGRATED
Planning has
resulted in
integration of
content at the
publishing end but
not earlier in the
content lifecycle
Level 4:
MANAGED
Content is treated
as a corporate
asset and managed
with appropriate
checks both in
processes and
technologies
Level 5:
STRATEGIC
Content is a key
aspect of the
organisations
digital strategy and
recognised for the
impact on user
experience
Content marketing maturity model
International Design
Pro
ce
ss M
atu
rity
Difficult to
measure
Essential to
measure
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Content is King!
• Not just external content
• Knowledge management and
content dissemination is vital for
company progression
• Internal content is the key to
successful external content
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‘Active Listening’
Audience
“The intelligent talk and the wise listen.”
• Published content can lie dormant
• Communicating information is there
does not ensure that it is read and
understood
• You need to actively ‘listen’ to
ensure that the content has been
read
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Digital Engagement
Everyone in your
workforce does not
interface with
technology the same
way and therefore
adopts knowledge
differently
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Characteristics
Maturists (pre - 1945 )
Baby Boomers (1945 - 1960 )
Generation X (1961 - 1980 )
Generation Y (1981 - 1995 )
Generation Z (Born after 1995 )
Percentage of workforce 3% 33% 35% 29% 0%
Aspiration Home Ownership Job Security Work – life balance Freedom / Flexibility Security /
Stability
Attitude towards technology Largely disengaged Early adaptors Digital immigrants Digital natives ‘Technoholics’
Attitude towards career Job for life Organisational Portfolio careers Work ‘with’ not ‘for’ Career multi-
taskers
Signature product Car Television Personal Computer Tablet / Smartphone
Google Glass
Graphene
Communication media
Formal Letter Telephone Email / Text Text / Social Wearable device
Communication preference
Face to Face Face to Face / Telephone Email / Text Online / Mobile / Text Video
SMS
SMS SMS
SMS
Multiple channels makes effective measurement
impossible Multiple channels makes effective measurement
challenging
Adoption of Internal Systems
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Webtrends allows you to increase
adoption by…
• Measuring what information is
being consumed and by who
CE
O U
pd
ate
s
Sa
les In
form
ation
Pro
du
cts
Co
rpo
rate
HR
Vid
eo
s
Le
ga
l
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Webtrends allows you to increase
adoption by…
• Measuring content
consumption via multiple
channels
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Webtrends allows you to increase
adoption by…
• Measuring which content is getting the most
views • How long videos are played
• What pages are less effective
• When content is becoming outdated
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Webtrends allows you to increase
adoption by…
• Monitoring intranet navigation
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Improve Campaign Strategy Impact
• Understand the effectiveness of internal
campaigns
• See what brings people to certain pages
• What content drives deepest engagement
• How to replicate success
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Understand your investment in
SharePoint
• Measure the effectiveness of SharePoint
• Understand which departments are utilising SharePoint
• Provide measurement to business users
• Understand what content works and what doesn’t
• Monitor upgrade path
• Help with transition to Office 365
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Align SharePoint usage to business
goals
• Drive Sales
• Increase Customer Satisfaction
• Improve Employee Engagement
• Collaborate more
• Reduce Cost
• Expand Product Portfolio
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Webtrends Analytics for SharePoint can
Show… • How specific teams, divisions, and offices
interact and cooperate
• Where key contributors, experts, and content
reside across teams, divisions, and global
regions
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Webtrends Analytics for SharePoint can
Show… • Which assets are commonly or rarely used,
which content to showcase or deprioritize, and
what can be archived or eliminated
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Webtrends Analytics for SharePoint can
Show… • What effectively drives social commentary and
contribution
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Webtrends Analytics for SharePoint can
Show… • Which search terms and content are trending,
and what it means to the organization
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Capabilities of Webtrends Analytics for
SharePoint
• Simple, powerful and unlimited and adaptive data
collection and analysis across all SharePoint properties
• Unified multi-channel measurement platform
• Data privacy and ownership
• Digital measurement expertise, account management
and • support
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The Challenge
• More personalized
• Culture of collaboration and
knowledge sharing within the
organization.
The Problem
• The client did not know what specific
issues they should address first to
get the greatest return on their
investment.
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Approach: Understand International Usage
8 COUNTRIES USA
China
Australia
UK
Other
74%
11%
6%
5%
4%
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Approach: Search and “Findability”
ENGINEERING ESSENTIALS
ADP FACILITIES
SALES SOURCE
HOLIDAY SCHEDULE
LEARNING CONNECT PAYROLL
JOB OPENINGS
BUILDING MAPS
W2
PAYROLL
SALES SOURCE
FACILITIES
EFFORTLESS EUROPEAN REGISTRY
WANT LOADS EMPLOYEE REFERRAL
ADP
Search
Search Phrases Found Search Phrases Not Found
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Approach: Site Navigation
“BrightStarr created a feature where users
could personalize their own favorite links
on the site. This feature was a great
success and had an adoption rate of
approximately 40 percent by the global site
users within the first week of its
implementation.”
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Approach: Adoption Strategy
Web Parts by Page Views
Most Popular
Forms
RESOURCES
Contact Us
Content Editor
3.26K
1.10K
1.09k
888
725
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Summary of Results
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The Challenge:
How can the company’s internal
online communications team keep all
their thousands of employees on the
same page? That page starts with a
SharePoint intranet.
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The Challenge:
Readership and engagement had
waned after the novelty wore off. The
team needed data to show what was
happening, and to test ways to fix it.
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The Solution:
• Webtrends Analytics for SharePoint
• Tracks internal content and
campaigns.
• The internal communications team could
see downloads, uploads, edits, PDFs,
PowerPoints, videos and other
documents.
• Dashboards show engagement, top
downloads, visits and locations
• Siemens experimented with link and
content types
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The Findings:
Users love video. Text, not so much.
• The team, in conjunction with the Employee and Leadership Communications team,
moved toward more open forums, letting people post videos and interact with other
employees. The team kept the executive blog, but also let others post “day in the life”
videos, contests and other content.
“We introduced a contest on one of our online forums that not only increased visitors to the site, but also
pushed visitors to our employee intranet site by connecting them as part of a scavenger hunt. Unique
visitors went up 162%.”
– Irene LeCourt | Manager Internal Online Communications, Siemens
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The Results:
• Marketing tactics used on its external
website, like contests, also worked on the
intranet.
• The team also learned how content
updates increase Sharepoint use,
prodding contributors to post new material
more often—boosting usage and
productivity.
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Next Up…
• Next up, the team wants to optimize internal search as part of a plan to match internal
metrics with strategic business goals. “We want to streamline information and
distribute those reports to the right people at the right time,” Ms. LeCourt said.
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-Clincked.com
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Webtrends Selection of Current
Customers
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Any Questions
&
Thank You
Simon Bloom, Strategic Alliances & Partner Sales Director, EMEA & APAC
M: +44 07917 156 085
IN: www.linkedin.com/in/bloomsimon