Emetrics October 2006 Newswanger

8/2/2019 Emetrics October 2006 Newswanger

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2006 IBM Corporation

Intranet Analytics

Emetrics SummitOctober 17, 2006, Washington, DC

James F. Newswanger, Ph.D.Total Workplace Effectiveness, Research Manager, IBM

11 Madison Avenue, New York, NY (917-472-3340)


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Emetrics Summit | October 2006 2006 IBM Corporation

Outline

Why Measure the Intranet and Total WorkplaceEffectiveness?

Understanding Activity: Coremetrics/SurfAid Software

Understanding Users: Intranet Research Design in IBMQuarterly User Satisfaction Surveys

Key Issues

Content Delivery and Personalization

Tools and Applications that Facilitate Work andCollaboration

Culture Change: IBM Jams and Web 2.0


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IBM w3 v8 On Demand Workplace Design (2004-present)

Essential Links

Tabs Navigation

Market Report

Other Portlets

BluePages

Whats New

News

Search


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22

19

18

35

35

72

0 20 40 60 80

Exec Letters

IBM Internet

External Media

Co-workers

My Manager

Intranet/w3

Intranet/w3

Current Preferred Sources for Information About IBM

Q. In the last 12 months, which of the following have been the best (credible, preferred, useful) sources of information about IBM (e.g., strategy,

results, products, policies)? Please select up to 3 from the list and leave the others blank. Put a 1 next to the most important, a 2 next to the

second most important, and a 3 next to the third most important.

Note: Score = Percent of respondents choosing each item in the top three.


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Understand traffic volumes anduser behaviors to inform editorialand user design

Set standards strategy andvalidation

Target important information tousers based on profiling

Provide justification of investment inintranet

Influence productivity Study the effectiveness and

integration of tools and applicationson the intranet

Cost Reduction

Metric: hard cost savings

Infrastructure reduction

Reduced spans and layers

Less costly training

Innovation

Metric: increased revenue

Access to knowledge

Real-time collaboration

Operational Efficiency

Metric: time savings

Decrease proposal generation time

Improved communication

Cross-business integration

Access to integrated information

Reduced cycle time

Increased Productivity

Employee Satisfaction

Metric: employeesatisfaction

Making work easier

Creating better usability

Better retention

Align I/T Investment

Share single infrastructureFocus on content and services, not technologyStreamline operational support

Why Measure the Intranet? The IBM OnDemandWorkplace Balanced Scorecard and Value Metrics


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Understanding Activity:Coremetrics/SurfAid Software


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Coremetrics software is used to track all Intranet activity

KPIs summarize key metrics thatcommunicate the vitality status of thesite: How many visitors are coming? How long do they spend? How many pages do they view? How loyal are visitors? Are the trends of each of these

metrics doing better or worsethan last week/month?

KPI Comparison Chart allows analysts to plot multiplekey performance indicators on a single, normalizedchart for trend comparison despite metrics havingdifferent scales.

Here, we see that although Visits and Page Views are up(good), purchase conversions are down (bad).

Note: Statistics here are examples from a non IBM site.



Most keyword success is analyzed by only measuring click-throughs. The keyword barrier can be broken by using aKeyword Optimization report to determine specifically which words/phrases generate the: most visitors most traffic (page views) best stickiness

Use Index Value as a starting point for consideringall keyword KPIs weighted together. Re-sortdata and recreate chart on-the-fly withoutrunning additional reports.

Slice data across different Search Engines todetermine how keywords perform fordifferent sources. Maximize return oninvestment to each search engine bytargeting high performers, optimizingmedium/low performers, and divestingfrom non-performers.

Note: Statistics here are examples from a non IBM site.

Intranet teams need to understand search better.SurfAid models for search on internet sites can help


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User Satisfaction Survey Themes


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Survey Modules

Geo/Country

Business Unit andJob Role

How often

Where

Intranet Overall

Home Page

Overall

Key attributes

Preferred News/

Information

Sources

EXAMPLES:

News Module

Expertise Location Information Reqs

Value Statements

Specific Sites/Apps

Focus Topic

Examples

Satisfaction

Batteries &

Preferred Info.

Usage

Intranet & w3

Home Page+ +

Actionable

Strategies

To Address

Business

Issues

Psychographics

Segmentation

This Module changes each quarter.

Currently, the Workplace Effectiveness satisfaction survey reaches approximately 3,000 randomly selected

IBMers each quarter approx. 20 countries and 10 languages are included, although this varies by quarter.

Primary Research to Drive Intranet Design DecisionsUsability Testing, Focus Groups and Quarterly Surveys


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Major Challenges: Search, Expertise Location, andBecoming the preferred source for Job Role andCollaboration Tools/Applications

Search

Content offline

Tools/apps for Job Role

Expertise LocationCollab. Tools

Customization

Comp info

Ability tonavigate easy

Relevant info

Email/calendar on w3

Client infoInnovative

techPersonalized

info

-0.80

-0.60

-0.40

-0.20

0.00

0.20

0.40

0.60

0.80

-1.00 -0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00

Importance

Satisfaction


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Keys to Increasing Intranet SatisfactionMultiple Regression Model

Satisfaction is most likely to increase by improving scores on these issues:

1. * The Intranet saves me time on the job

2. *Overall satisfaction with Blue Pages (Staff Directory)

3. Consistent navigation and design throughout

4. I trust the information I find on the Intranet

5. Good search tool

6. The information I obtain on the Intranet makes me feel more satisfied to be an IBM employee

7. Information that helps me understand IBMs business strategy is provided

The model considered satisfaction attributes, value indicators and BluePages satisfaction vis a vis w3 satisfaction.

Items marked with asterisks are in the model every quarter. All others are in at least half of the models.


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I am more productivein my job as a result

of using the Intranet

Overall Satisfaction

with w3

Correlation between productivity and Intranet satisfaction

Principal Bivariate Correlation Relationships

Overall Satisfaction

with Home Page

.4

.4

Note: While Intranet overall satisfaction is driven more by ease of use,productivity is driven more by information/content and tools/applications.


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Keys to Increasing Productivity SatisfactionMultiple Regression Model

Satisfaction with productivity is most likely to increase by improving scores onthese issues:

1. *The Intranet saves me time on the job

2. *The Intranet is a critical tool for me to perform my job

3. The information I obtain on the Intranet makes me feel more satisfied to be an IBM

employee4. I have used the Intranet to deliver better service to my clients

5. I have gained specific job-related skills through the Intranet, which has enhancedmy effectiveness at IBM

The model considered satisfaction attributes, value indicators and BluePages satisfaction vis a vis w3/ODW productivitysatisfaction.

Items marked with asterisks are in all models. Other items are in 50%+ of the models.

Saving time can be increased by facilitating client service/success.

Critical tool can be increased by providing job-skill development andfacilitating client service/success.


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IBMs On Demand Business TransformationDrives Current w3 Workplace Strategy, which includes:

Content Delivery: Enhance speed by reducing complexity; Bringthe marketplace inside

Personalization: Facilitate roles-based delivery of content

Tools and applications that facilitate work: Drive flexibility andproductivity through on-line, increasingly roles-based,technology

Collaboration: Unlock the company's collective knowledge

through expertise location and acceleration

Culture Change: Develop company values via w3 Jams


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Content Delivery and Personalization


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Redesign of the News Portlet: 2003 to 2004-present


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Challenge: Yahoo and Google are used often for news. Both haveexternal validity, basic designs and strong search. Yahoo offersusers obvious, advanced, personal news management features,

including RSS feeds

Q. You indicated that you are satisfied with portals, non-IBM e-mail sources, and/or print sources for information. Please indicate the specific names or URLs of

those sources that you are particularly satisfied with. (OPEN END)

External Sources for News that are Used by IBMers


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Receiving News Items

On w3 HomePage

Daily e-mail/Note Both Places

News for all IBM Employees 43 19 37

Personalized News 23 45 29

Q. Please indicate where you would prefer to receive these two different types of news: on the w3 home page, in a dailye-mail/Note, in both places, or someplace else regardless of how it is actually being delivered to you now.

Challenge: IBMers prefer to receive IBM news on w3, butpersonalized news via e-mail


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Career and Life Tab: HR Content, Tools and Applications


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Tools and Applications thatFacilitate Work and Collaboration


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Business

Card

Collaboration

Standardtaxonomy

Datasources Attached

Documents

Location &Local Time

ReportingStructure

ExpertiseSummary

Collaboration and Expertise Location via New BluePages


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Culture Change:IBM JamsandWeb 2.0

May 2001

July 2002

Feb 2003

July 2003

Dec 2005

Oct 2004


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The Business Case for Jamming(Further Reference: Harvard Business Review, December 2004)

Use the preferred source for information at the company,the Intranet, as the platform to invite employees to anonline collaboration and knowledge management eventand experimentfocused on finding ideas, connectingpeople, building community, and issuing fact-basedrecommendations throughout the enterprise in new ways.The platform uses a unique discussion interface and

sophisticated tools to mine the content.

Subject Quality Scope Timing ValueAddsFind Ideas Great Ideas An "Event" Otherwise difficult to do

Global v Group synergy/boosterFind People Experts Continuous Organizational snapshot

Someday Voting to surface ideas

Guide CXO/ Fact-Based Multilingual Sense of Instant Transcript

Owner Findings Acceleration Real-time text analysis


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And we saw the coming birth of Collaborative Innovation,including blogs, syndication and social networking, and goingbeyond just buzz identification

A new arena for public discussion and influenceA radically democratized bully pulpit

Instant legitimacy and fact-checking: nobody knows nothing until proven otherwise

Expertise and authenticity are the coin of the realm

New information & social space for learning & collaboration is bornInterlinked, holistic and emergent -- via syndication, trackbacks, links and tagging

Lightweight, low-cost, easy-to-use -- KM done right

Requires new thinking, skills and methods to engageFrom passive audience to active co-creator

From control to interdependency

From intellectual property to intellectual capital cf. open source


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The IBM primer for an all encompassing Web 2.0 strategy (2005)

Build an internal understanding of/strategy for the value of blogs et al., laypipe

Encourage internal and external blogging by employees and executiveswith reasonable internally developed guideposts.

Be recognized for effort. Corporate Reputation could be influenced. Explore all avenues of open end commentary, starting internally. (Jams) Build collection sieves for open end unstructured content. Understand

key word/phrase text analysis and then sentiment. Understand state of the art models for weighting and analyzing

traditional online media that has moved to the web

Ask what is important to the company and how much do we want to

invest? Does communications really want to fund a neutral score card? Adapt leading online traditional media metrics to a new Consumer

Generated Media (CGM) model that can handle blogs and RSS.


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Values Jam (July 2003) and follow-up World Jam (October 2004)All-IBM w3-hosted online discussions about Values

Building on WorldJam, Manager Jamand ConsultantJam, the Jam toolnow offers substantially more robustexperience and completeness:

Easier to find people and ideas: Search,Jam themes, Improved Navigation

Link to directory (reveals photos ofposters) helps reinforce small company

Easier to comment (more prominent entryfield)

Comments can be rated during or after

Optional designs for presence or absenceof moderators; always utilizing behind-the-scenes facilitators to guide discussions

IBM SurfAid web metrics software tracking

to report activity on the site IBM e-classifier text analysis for themes

Both pre- and post-event surveys to testuser experience and results


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Values Jam delivered Our Values at Work and threeValues. The follow up Jam is now driving adoption( See www.ibm.com/ibm/values/us )
http://www.ibm.com/ibm/values/ushttp://www.ibm.com/ibm/values/us


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Views of Jam postings can include links to BluePages:In Values Jam this produced the most active week ofviewing directory information ever


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IBM Software e-Classifier and JamAlyzer providessearch, conversation browsing, cross-tabulation andvisualization to identify themes


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