In Stage 2: Plan, we discuss how to use analytics to measure success, including measurement tools available and how to create key performance indicators (KPIs) that align with your digital workplace strategy. Use what you learned in Stage 2 to develop specific outcomes you'd like to see and measure that focus specifically on engagement levels and how users are engaging. This ensures that engagement plans, campaigns, and tactics have a purpose and desired result to strive for.
All engagement goals and related outcomes must align with the goals and objectives set out in your digital workplace strategy.
Scoring goals and outcomes
It's time to score how you did on your goals, objectives, and outcomes. These scores will determine how well your engagement programs performed based on your expected outcomes. One of the easiest ways to score engagement is to focus on the Solutions deployed in your digital workplace.
In Stage 3: Solutions each Igloo Solution has recommended KPIs designed to measure and score the success of that particular Solution. These KPIs align with some common engagement goals many organizations like to measure, such as:
- Opening lines of communication
- Reducing email traffic
- Increasing organizational intelligence
- Increasing productivity
- Fostering a self-service culture
- Keeping people aligned and informed
Don't forget to...
Think about what your goals for engagement are and how they link back to your overall digital workplace plan. Use the list above to start thinking about how you'd like to see your organization engage with the digital workplace and what outcomes you'd like to see based on that high level of engagement.
Do you want to see your employees collaborating more often and more efficiently? Do you want to see your leaders actively communicating key messages to the rest of the organization through the digital workplace instead of email?
The possibilities of what successful engagement looks like are endless and different for every organization. Work with your engagement and digital workplace teams to discuss what successful engagement will look like for your organization within the first month of using the digital workplace, the first quarter, and even the first year. Revisit these goals and outcomes regularly to keep up with the changing needs of your employees and the organization.
Measuring engagement for campaigns
Once you've determined what successful engagement looks like for your digital workplace, it's time to focus on the success of your engagement campaigns. This is an opportunity to get specific about what successful engagement looks like. Each campaign will result in different types of engagement and therefore require different sets of KPIs and desired outcomes.
For major campaigns, you'll likely need to create a series of KPIs for the various elements of these campaigns. Think about what sort of engagement you'd like to see for the related drip campaigns, calls-to-action, or events that come together to form a major campaign such as a Digital Workplace Launch.
For minor campaigns, take this opportunity to get a bit more specific, such as aiming for X number of opens for each email in a drip campaign.
For micro campaigns, get really specific and aim for engagement levels that can be measured in distinctive ways, such as 100% of employees completed a town hall event feedback survey or number of poll responses.
Finding ways to measure
There are many ways to measure engagement. Within your digital workplace, there is some key data and activity information available that are ideal for creating KPIs that will allow you to measure engagement. Below is a list of commonly tracked information to understand the performance of a digital workplace and overall engagement. Make sure your metrics continue to align with overall corporate objectives.
- Article views
- Social interactions per article (views, likes, comments, ratings)
- Number of requests submitted to the Help Desk
- Number of users on the mobile app
- Active users (available through Workplace Analytics)
- Conversations through comments on articles, posts, documents, etc.
- Activity levels (views, downloads, etc.) on digital workplace training materials
- Frequency of Microblog posts in key areas
- Frequency of Blog Articles published in key areas
- Subscriptions and followers
In addition to the Solution-specific KPIs found in Stage 3: Solutions, below are some high-level KPIs to help get you started with measuring engagement in your digital workplace.
- X% increase in the number of Followers of key Channels (Corporate News and Departmental News channels are a good place to start) Note: If you've only just launched your digital workplace start with a number of Followers you'd like to reach before moving to measuring the overall increase in Followers over time.
- X% increase in the number of Views of articles featured on the homepage (alternatively, set a goal for the total number of Views for these articles based on the total number of employees in your organization)
- X% increase in the number of Views of key Blog Articles posted by the CEO or other leaders (alternatively, set a goal for the total number of Views for these articles based on the total number of employees in your organization)
- X% increase in the number of questions for the leadership team being submitted
- X% of submitted Help Desk requests "Resolved" within the expected response time
- X% increase in average number of active users per week/month/quarter (monitor this one closely during your first year to see how active your users are in general)
- Average session time of X to X minutes