RACHEL COOPER - WAR & PEACE VS FIFTY SHADES OF GREY: THE CHALLENGE OF MEASURING ‘QUALITY’

1. Rachel Cooper, Director, Global Content Strategy & Editorial
GSK
Fifty Shades of Grey vs
War & Peace:
the challenge of
measuring quality

2. 2
Just 4% of
Britons
have read
this
587,000-
word novel
Bestselling
book in
Britain since
records
began

3. Who are GSK?

4. Trust
We aim to bring differentiated,
high-quality and needed
healthcare products to as
many people as possible,
with our 3 global businesses,
scientific and technical know-
how and talented people.
Santosh
Consumer Healthcare
India

5. 5
Digital communications are the shop
window of our organisation
• The first place to look for company information
• 1 million followers on LinkedIn
• 264,000 page likes on Facebook
• 157,000 followers on Twitter
• More than 5,000 followers on Insta – we haven’t
been there for long…

6. The challenge

7. • A fragmented digital landscape:
• Internal and external global digital communications channels
managed by completely different teams
• Content of varying message, tone and style within channel
and across internal and external digital channels
• Piecemeal analytics and insights
• Reactive, milestone-led storytelling
Where we were
7

8. • An integrated digital landscape:
• Internal and external digital communications channels
managed by the same team
• Content of consistent message, tone, style and quality within
channel and across internal and external digital channels
• Balance of reactive and proactive, campaign-led storytelling
that is in tune with our audience
• Sophisticated metrics which give us true insights into our
audience, our digital performance and our impact
What we are aspiring towards
8

9. The solution
(we hope…)

10. Structure of the global digital communications team
10
Channel
Audience
Channel

11. • We are commissioners, co-creators and editors of content for global
corporate internal and external audiences
• Our aim is to strengthen and simplify our storytelling through stronger
prioritisation and integration; and to consistently deliver impactful and
quality stories to support our priorities
• We partner with communications representatives for internal and
external audiences across the 3 businesses to plan, co-develop and
publish content for our global corporate channels
Our approach to developing content
11

12. A snapshot of our content approach in practice
12
Behind the Science features
now published internally as
well as externally, and shared
on social media every Friday
Behind the Science
Stories generated by our
employees shared internally
and externally to illustrate our
innovation in respiratory
Live Every Breath
Profiles of GSK colleagues
help to put a human face on
what we do, and bring our
company to life
Faces of GSK

13. But this is still one of
our most ‘successful’
posts…

14. 14

15. Should we just give up
and do emoji tweets?

16. “It’s an example of where you use
data to make decisions; don’t let data
make the decisions for you.”
Tom Kluge, digital insights manager, GSK
In a word – ‘no’
16

17. • Corporate reputation
• Employee engagement
Our KPIs
17

18. Our measurement framework
18
Familiarity
Engagement
Conversion
Advocacy
• Familiarity: reach and exposure of content eg
number of impressions, page views, users
• Engagement: user engagement with content
eg engagement rate, engagements by type,
website bounce rate
• Conversion: user behaviour eg click-throughs
to content, watching a video to the end
• Advocacy: becoming an ambassador for your
content eg shares, retweets, NPS score

19. Measure
& learn
How insights are built into content development
Plan
Share
& build
ApprovePublish

20. How are we doing?

21. • Average views of Connect GSK global news stories are more than 50%
higher than they were in 2016 plus 15% increase in the dwell time
• Majority of users consistently say that gsk.com has positively changed
their perception of GSK
• Hit 1 million followers on LinkedIn for the first time this year
• Through our measure and learn process, we’ve been able to address
issues when they arise
A snapshot analysis
21

22. Room for improvement
22
• Corporate communication are difficult to measure
• Still not listening and responding to our audiences enough
• Still challenging to track quality of engagement
• Difficult to maintain impressions in the face of tricky algorithms
• Measuring more of the right things
• Framework has helped content teams focus on digital objectives
• We know how we’re performing
• We are learning what works and what doesn’t

23. 5 tips for measuring quality
Push for a data culture where you question and learn from the insights
Consider the objective of each piece of content and measure accordingly
Measure quality, not just quantity – e.g. impressions per post
Have a suite of analytics which help you build a detailed picture
Emoji tweets are okay some of the time

24. Questions?