1. Using Data to Drive Employee Communications
Instead of it driving us …

2. Manager, Corporate Communications
Jennifer Rector
Manager, Corporate Communications

3. Employee Communications
We all do it, but are we any good at it?
We like to say we are mass communicators, but really there are no masses in employee communications
We are all employees at the end of the day
How do you feel about your communication pieces?
Are there too many?
Are they too complex?
Would you have time to read and understand it if it wasn’t your job?

4. Employee Communications
Feelings … it’s all about feelings … isn’t it?
We’ve spent a lot of time/years using words and phrases like …
I think we do a good job talking to the field
I feel like most everyone understood that
Maybe if we tried this
It’s probably the right time to communicate about this

5. Employee Communications
Feelings are great, but …

6. Employee Communications
We are on a mission …
To prove our theories using data
Understand the difference in perception and reality
How are we accomplishing it?
Measurement
Testing
New resources
Crossing our fingers

7. Using Data to Drive Results
Bananatag – Weird name; amazing results

8. Started using Bananatag September 1, 2015
Background
Started using Bananatag September 1, 2015
Easy to implement; little IT support required
To date, we’ve tracked:
More than 450 messages
407,000 opens
26,500 link clicks

9. Full reporting capabilities Open rate Repeat rate Links clicked
Bananatag
What do we get?
Full reporting capabilities
Open rate
Repeat rate
Links clicked
Location
Time
Mobile device rate

10. What does it do for us? Capability Incapability
Bananatag
What does it do for us?
Capability
Track behavior in real time
Understand device usage
Analyze message impact
Measure interest through link clicks
Incapability
Can’t make decisions for us
Can’t tell us if the message was understood
Can’t track follow through on actions

11. Data and Measurement – Gen Next
What now?
Moving from feelings to proof
Replacing I think with I know
Have the ability to adjust our actions based on behavior
Supervisor read messages more consistently
Friday is a terrible day to communicate
Average of percent are accessing on a mobile device

12. Data and Measurement – Gen Next
Driving decisions
Using data to make final recommendations to executives
Proved that a larger population of field workers are accessing s
It’s a matter of “choosing to be engaged” in some instances
We have to continue to use multiple tools; is only one tool
Face to face (most preferred)
Webcasting
Conference calls
Flyers/Mailers
Network

13. Never stop tracking metrics
Data and Measurement
Takeaways
Never stop tracking metrics
We are working on the next phase of data capture
Use your data to drive results and help to make decisions
At the end of the day, you are making the recommendations
The data doesn’t lie, but sometimes people do
Don’t rely on open rates to equal a success
An opened is not an read or understood
Track the actions associated with the message

14. Questions/Discussions
What are you doing to measure success?