We recently had the pleasure of attending the Toronto stop on Jive’s 2016 “Power of Connection” tour. The luncheon featured speakers Tim Wike, formerly of Thomson Reuters and now Sharper Solutions, John Miller from Scotiabank, and Martin Teasdale from the Royal Bank of Canada. The panel covered topics ranging from Intranet adoption to engagement measurement.
The Power of Connection session expanded on Intranet adoption best practices and took a deeper look at employee engagement measurement, insights and tactics.
Key Measurement Criteria
The speakers agreed that the most common measurement mistake platform owners make is to focus on increases in monthly impressions. All three panelists advocated for measurement criteria that tells a compelling story that can be used to build your business case internally come renewal time. As Martin Teasdale, Enterprise Community Manager at RBC put it, “it’s about how many people do something as a result of the content.”
Key measurement criteria includes:
- # of searches being performed within the community
- # of members using tools designed for their specific job functions (e.g. are project managers using agendas, to do lists, calendars, tasks)
- Focus usage measurement on specific use cases (e.g. reducing # of third party tools)
- Weighting interactions heavier than views, Likes, Ratings and Comments to get a proper sense of whether users are “digesting” content rather than simply skimming it
Evolve Your Content
John Miller, Sr. Manager of Enterprise Collaboration at Scotiabank, used the example of short form versus long form communications to highlight how you can promote engagement by adapting your publishing behaviours. His observation was that greater engagement is achieved with shorter posts, such as a quick thought ending in a question mark or even several sentences to spur a conversation or thread. In an example, he described how a CEO could quickly ask a question to the company that results in a healthy dialogue rather than spend hours crafting a multi-paragraph post that results in “crickets”.
Shorter communication tactics reduce time and resources for senior leaders, while making it more clear that employees at all levels are being invited to participate in the conversation.
Create an Engagement Index
Tim Wike, Founder of Sharper Solutions, described creating his own Engagement Index. The Index is an amalgamation of all activities that users can engage in, both on a Content level and a Place level. The Index is an elaborate attempt to determine what content sparks the most engagement. He also spoke to the idea of weighting actions as part of the Index, where actions such as a “like” would not be as heavily weighted as a new “comment” or “post”.
Another interesting tactic Tim described was conditioning user behaviour and responses, and understanding how to distinguish between "liking" something (which is more of an acknowledgement) and actually getting value from it and wanting to recommend it. Tim noted that every organization will value types of engagement differently but indicated that the amount of time spent in Places (or with certain content) tells you what content is successful in engaging a community.
One final measurement takeaway from the session: It’s critical for organizations to establish goals for engaging its communities because without goals, how can there be an understanding of what you want to measure for community engagement? Technology is truly a means to support what you and your organization want to achieve.