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Whatever the question, measurement is the answer

Ann CroninAnn Cronin·

Q: How do you know if your CEO communications are reaching employees and resonating?

A: Measurement.

Q: How can you tell which content is engaged with most?

A: Measurement.

Q: How can you tell which digital channel is most effective for particular audiences?

A: Yep that’s right, “MEASUREMENT”.

Measurement, measurement, measurement! Every internal communicator knows how important it is, but too often the theory isn’t translated into profitable and advantageous practice to underline IC’s crucial role in organizations.

That said, having worked in Poppulo for over half a decade, it’s been interesting and reassuring to see the many positive changes in IC over that time.

Five years ago, IC people needed to be coaxed into buying the concept that measurement was important, but we are now seeing that the same people have a new and surprisingly unexpected challenge: too much data.

Who would have thought that we’d ever see the day! To make matters worse, the overload of data is in silos.

You have measurement on email, measurement on the intranet, measurement on video and even measurement on social. And that’s without introducing surveys and offline activity like events and town halls into the picture….yet.

The fact that all this data is coming from different sources and in different formats, it can seem almost impossible to merge and understand how your communications are landing. Which channel mix is the best? Who in the business you are reaching and even more important, who are you not reaching.

Here at Poppulo, we believe that the most successful organizations are made of informed, engaged, and empowered people,  but how can IC help impact their business if they can’t analyze their own data, gain insights, adapt and change course if necessary? How can IC plan an effective campaign if they don’t have insightful data to learn from past campaigns?

It’s why Poppulo built simple-to-use measurement software specially designed specially for internal communicators, Cross-Channel Analytics. It enables IC to take on and conquer the new challenge of siloed data, merging and displaying in a single dashboard the data from your different digital channels.

At the click of a button you can see how many employees you have reached or not reached with your corporate narrative or campaign and break it down further by audience such as Department, Business Unit, Country, Title, Role etc.

You can gain insights on channel preference, content popularity, employee journey, again by audience. This enables communicators to take corrective action and change course during a campaign,  rather than looking back afterwards, realizing too late that the communication campaign didn’t land as desired, expected or intended.

With the introduction of Cross Channel Analytics in some of the customers I work closely with, the increasing  attention IC is getting from other parts of the business, including IT, Security, L&D and HR has been very noticeable.

To illustrate this I will share some recent examples with you.

IT typically work on large costly projects and one that most businesses are going through is a migration to Office 365.

So how can IC help the IT teams here? It might seem like an unlikely question!

Not only can this support be provided by  helping manage their communications, but IC can also provide valuable insights due to the data it holds, and which it can measure if they have the requisite analytics software.

IT are interested in the adoption of Office 365,  and while typical Intranet analytics tools only ever give the generic ‘x amount of people viewed this page’,or  ‘the average session is x’, this works for IT – but the fact that IC can have the data broken down by audience is powerful and complementary to IT’s existing data.

IT can see where in the business adoption is high and where it is low, using IC’s data to paint a picture of why it’s low in a certain area. Perhaps it’s low in sales because the team are on the road, and due to the security that is in place for accessing the intranet on mobile, a barrier of sorts has been created.

Or maybe when you look at the Cross Channel Analytics dashboard and see that the reach of the communications is low in a particular country, then the awareness of the change is low, hence low adoption. Through Poppulo’s analytics software IC have the data, allowing them to target only those not yet reached with specific content to educate and signpost them to the intranet.

I have also recently seen a large increase in campaigns relating to the forthcoming EU’s General Data Protection Regulation (GDPR). This Data Protection regulation  will impact most companies on May 25th, and if legislation is not complied with, not only will companies be open to potentially large fines but, even more importantly, suffering the subsequent loss of trust.

So how can IC help the Security teams? Content targeting.

IC can lead the business in the various challenges of effectively communicating the requirements and implications of GDPR. The topic is vast, GDPR means different things for different areas in your business such as, how will marketing now manage leads and marketing to them? How will sales manage outbounding? What type of data can HR store on candidates and applicants?

While GDPR will have universal impact, it will affect different business units and functions in very different ways – hence the absolute necessity for different communications targeted to these functions.

Employees need clear, relevant and personalised information. Sales really only need to know what GDPR means to them as do HR, and the same with Marketing. The ability to target comms, and subsequently analyze the engagement with these comms will be very important.

Is sending a series of communications across your different channels enough? Not really. This is where surveys come in, taking a random sample of your audience and surveying just those with a few simple questions such as:

  • Are you aware of GDPR?
  • Do you understand how this will impact your role?
  • Do you feel informed?

You now have a baseline, so you can inform the Security Team of the most important content employees need. You can push this content out on their behalf across your channels and analyze the reach.

Where in the business are we not reaching? Let’s target those we have not reached and as we know their role, let’s ensure we only serve them the relevant content based on their role.

After the series of communications you can then re-run your survey with another random sample, and compare the impact that IC has had on the employees understanding and awareness of GDPR.

These are only a few examples of how the data and tools which IC have at their disposal today facilitate effective communication, but also assists other departments in a way that would have been unimaginable five years ago.

So, here’s to the next five. Who knows where it will take us!

 


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