When it comes to judging the performance of a live corporate video event such as a CEO town hall, success can be a subjective thing.
If you’re the CEO, a successful event might be one where you felt like you delivered the message you wanted to convey in a way that felt authentic yet polished. For the IT team, a successful event is one that went off without any technical glitches or crashes mid-presentation. And for the comms team, success might not be able to be judged until they see changes in employee sentiment or behavior.
It’s obviously important that all stakeholders feel good about how an event was handled as a performance and a task. But after the camera is off and high-fives are exchanged, there’s a wealth of hard data every team should be collecting to measure and prove their event’s success.
With an analytics platform like Kollective IQ, you can look at a number of key performance indicators to understand how your event performed, how you can improve future events, and the return your company is receiving on its live video investment. While Kollective IQ lets users dig into the unique metrics that matter most to each specific organization, these are the five most important KPIs that every comms and IT team should be monitoring:
1. UNIQUE EVENT VIEWS
This key metric is the entire reason you’re doing video in the first place. By measuring the number of people who watch your event, you can then compare it to your total invited audience, whether that’s your entire workforce or a specific department, to help you understand the effectiveness of your event promotion efforts. You can compare total views of other events to the same audience for an apples-to-apples comparison, or create a ratio of invited-to-views to judge engagement across different audiences.
2. AVERAGE VIEW DURATION
While unique views are important, an equally important metric is view duration. After all, it does you no good if you had 10,000 employees log in to watch a 60 minute CEO presentation if they all switch off after the first five minutes. By comparing the view duration with the total time of the event, you can understand how engaged your audience was with the content. In Kollective IQ, you can also easily see on a timeline when your audience dropped in or out of the event to help you structure future events more effectively.
Don’t just assume everyone is watching content on their desktop. Mobile employees watching your event on their phone are going to struggle to read packed Powerpoint presentations. By looking at the types of devices being used to watch the event, you can optimize future content to take advantage of the preferred format.
4. BUFFERING TIME
A buffering video not only impacts view-ability and employee engagement. It can mean there are serious bottlenecks in your network that may be affecting business application performance. Analyzing and benchmarking views by buffering time can help you score the quality of the event stream, along with helping to raise any red flags to address before the next event.
5. PEERING EFFICIENCY
Live video is a resource hog that can tie up your network, impacting both video performance and overall business application performance. Kollective’s peering technology automatically creates and self-optimizes a peer-to-peer network architecture that significantly reduces the number of files traveling North/South on your network. By analyzing peering efficiency, you can see the number of gigabytes that were saved from having to travel over your network. This helps not only prove the ROI of your Kollective investment, but a lower-than-average peering efficiency can also help you determine if any network issues need to be addressed.