Measuring Employee

Engagement and

User Adoption

Simon Bloom,

Strategic Alliances & Partner

Sales Director, EMEA

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

"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

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

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

So this stuff can help me?

-Clincked.com

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?

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

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

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

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)

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."

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.

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".

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".

Measuring Internal

Communication

Effectiveness

"The engine of

organisations is

communication"

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’

Primary IC Channels

Secondary IC Channels

Blogs Video Chat Surveys

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

Measuring Internal

Marketing

Effectiveness

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

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

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

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

‘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

Digital Engagement

Everyone in your

workforce does not

interface with

technology the same

way and therefore

adopts knowledge

differently

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

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

Webtrends allows you to increase

adoption by…

• Measuring content

consumption via multiple

channels

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

Webtrends allows you to increase

adoption by…

• Monitoring intranet navigation

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

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

Align SharePoint usage to business

goals

• Drive Sales

• Increase Customer Satisfaction

• Improve Employee Engagement

• Collaborate more

• Reduce Cost

• Expand Product Portfolio

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

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

Webtrends Analytics for SharePoint can

Show… • What effectively drives social commentary and

contribution

Webtrends Analytics for SharePoint can

Show… • Which search terms and content are trending,

and what it means to the organization

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

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.

Approach: Understand International Usage

8 COUNTRIES USA

China

Australia

UK

Other

74%

11%

6%

5%

4%

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

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.”

Approach: Adoption Strategy

Web Parts by Page Views

Most Popular

Forms

RESOURCES

Contact Us

Content Editor

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Summary of Results

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.

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.

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

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

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.

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.

-Clincked.com

Webtrends Selection of Current

Customers

Any Questions

&

Thank You

Simon Bloom, Strategic Alliances & Partner Sales Director, EMEA & APAC

E: simon.bloom@webtrends.com

M: +44 07917 156 085

IN: www.linkedin.com/in/bloomsimon