Data-Driven Internal Communication Overcoming the Barriers to Effective Measurement and Using

Data to Drive Change, Outcomes & Prove Value

Mossy O’Mahony, Newsweaver

@Newsweaver_IC

400 blue-chip and FTSE 100 organizations in 97 countries use Newsweaver

Internal Connect to help them inform, engage and inspire employees

98%say measurement

is important

Source: Newsweaver/Melcrum Survey 2014

16%But only

Source: Newsweaver/Melcrum Survey 2014

are satisfied with their

ability to measure

Why measure internal communications?

Proof of business impact of communications

Insight to drive real change

Data to influence and negotiate with top leaders

Credibility to get more resources and budget

Protect the resource you have from cuts

Why measure digital internal communications?

Understand performance

Improve results / effectiveness

Increase engagement & performance

Barriers

Why aren’t you satisfied with your

internal communications measurement?

Why so

dissatisfied?

Data

Little or none

Poor quality

Limited access

Hard to analyze

SilosChannels • Data

Departments • Teams

Tools• ResourceTechnology • Expense

Expertise

Less than 50%

believe their team have the digital and

technological skills to do their jobs

Source: Newsweaver/Melcrum Survey 2014

Budget60% not satisfied with

investment in Internal

Communication

Source: Newsweaver/Melcrum Survey 2014

“In God we trust.

All others must

bring data”

- W. Edwards Deming

The Solution

Global

Best Practice

Best practice for digital measurement

Get data on

primary channels

Measure globally

across channels

View reports by

employee data

Understand reach &

outcome of comms

Use insights to

take action

Break down the silos

All in one place

Easy to analyze & understand

Cross-Channel Analytics

For the first time, understand employee

digital engagement in 3 dimensions

Campaigns/Content

ChannelsEmployee

Audiences

Customer Case Study

FMCG blue-chip with

over 100k employees

Large comms function:

- HQ Team of 5

- 40 Regional Communicators

across company

No way for Comms to easily

and effectively measure

Campaign PerformanceImplementing

Newsweaver Analytics

solved this

The Problems

The SolutionImplemented Newsweaver Analytics for Pilot Campaign

Simplification Segmentation

Continuous Improvement Prove value to the business

Pilot to solve Problem

Actionable insights

to improve results

Pilot to solve Problem

The Future

Thank you for your

time & attention

Questions

?