Principles of Intranet Engagement - a framework

Dan JonesHead Of Consulting

Intranet Engagement Strategy

Why so many intranets fail

Technology Adoption Lifecycle(Everett M Rogers, 1962)

The Adoption Chasm(Geoffrey A Moore, 1991)

Typical failed intranet

Maslow’s Hierarchy of Needs(Abraham Maslow, 1943)

Adoption Curve vs. Hierarchy of Needs(SmallWorlders, 2014)

5-Part Intranet Engagement FrameworkSmallWorlders

Engaging the Conservatives & Sceptics

Reasons To Log On

Reasons To Log On

Internal Comms: Intranet vs Emails

Reasons To Log On

Reasons To Log On - Summary

Reason To Log On

• Essential functionalities (essential, exclusive, easy)

Keeping the Pragmatistscoming back

Reasons To Return

Reasons To Return

Reasons To Return

• Enhancing day-to-day jobs

• Personalisation

• Regular Turnover of Content

• Personal Relevance• Continuous Evolution

Reasons To Return

• Easy to use• Fun to use

Reasons To Return

Reason To Return

• Useful functionalities• Regular turnover of

content• Personalisation• Continuous

improvement plan• Good UX/Usability• Slick/Fun design

Reasons To Return - Summary

Appealing to the Enthusiasts and Visionaries

Reasons To Lead

ContributionVisibilityLeadershipSupercharge them into superusers

Reasons To Lead

ContributionReasons To Lead

Reasons To Lead

• Leading conversations• Supporting others• Ambassadorial opportunities

Reasons To Lead

Reasons To Lead - Summary

Reason To Lead

• Social Features

• User profile pictures wherever possible

• Self-service groups/team rooms

• User Blogs

Creating and Maintaining the Buzz

Ways To Advocate

Ways To Advocate

• Traditional Comms• Senior

Management involvement

• YES! Team

Ways To Advocate

YES! TeamWays To Advocate

• Amplification• Insights• Support• Events

Ways To Advocate - Summary

Ways to Advocate

• YES! Team strategy

• Traditional communications plan

• Management involvement plan

Making The CaseReasons To Sponsor

How much does the Intranet benefit the organisation?

Reasons To Sponsor

Measurement Strategies

Reasons to Sponsor

• Engagement Score Benchmarking

• Task Completion Times

Reasons To Sponsor - Summary

Reason To Sponsor

• Realistic KPIs (based on engagement score)

• Measuring tools in place to gather engagement data.

• Top Task Analysis plan.

Reason To Log On

• Essential functionalities (essential, exclusive, easy)

Reason To Return

• Useful functionalities• Regular turnover of content• Personalisation• Continuous improvement plan• Good UX/Usability• Slick/Fun design

Ways To Advocate

• YES! Team strategy• Traditional communications plan• Management involvement plan

Reasons To Sponsor

• Realistic KPIs (based on engagement score)

• Measuring tools in place to gather data.

• “Top Task Analysis” Plan

Reasons To Lead

• Social Features• User profile pictures wherever

possible• Self-service groups/team

rooms• User Blogs

5-Part Intranet Engagement FrameworkSmallWorlders

Technology• Essential functionalities (essential, exclusive, easy)• Useful functionalities• Personalisation• Social Features• Self-service groups/team rooms• User Blogs• Measuring tools in place to gather data.

Design• Good UX/Usability• Slick/Fun design• User profile pictures wherever possible

Communications / Launch• YES! Team strategy• Traditional communications plan• Management involvement plan

On-Going• Regular turnover of content• Continuous improvement plan• Top Task Analysis Plan• Realistic KPIs (based on engagement score)

Planning a Successful Intranet – A Checklist

Principles of Intranet Engagement - a framework

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