As an industry, we have to get smart about engagement. As I say in other posts, there are good reasons why employees often ignore typical wellness offerings. I’ve seen content that simply isn’t very original or inspiring in pretty much every corner of the corporate wellness world. If this were television, a lot of it would deserve its low ratings.
We have to level up if we hope to compete against all the cool things that vie for every moment of our employees’ digital lives.
We need to determine what wellness programs people find compelling and irresistible.
To find what works, we need data. With audio, it’s possible to look at which programs are most popular with your employees. If you have a dev team that wants to get fancy about it, you can even determine exactly who is listening to the audio, and even where in the program they stop. For this post, I’m highlighting the fundamental analytics.
First, a little background
The Go Well audio assets are hosted by Amazon Web Services. This is the same highly scalable, reliable, and fast infrastructure that Amazon uses to run its own global network of web sites, as well as some of the world’s most high-traffic website destinations. Go Well audio files are delivered over HTTPS (SSL) for secure encrypted content transfer, and Amazon allows me to control which referring sites have access.
All good, right? Well, nothing is perfect, and Amazon Web Services has a rather surprising product gap: they make their web traffic data surprisingly hard to analyze.
Isn’t hosting digital media all about the metrics? Yeah, I thought so, too.
S3Stat: Analytics for Amazon S3
My clients need to know how much traffic came from them. So I hunted around for a way to do this, and like everyone else who uses Amazon S3, I came across S3Stat.
S3Stat takes the Amazon raw data, which is not very human friendly, and packages it up in a nice dashboard. All the important stuff — referring urls, IP addresses, geographic regions, hits, and other data for all of the Go Well content — is provided in nice lists, graphs, maps, and pie charts. It’s similar to Google Analytics.
What You Need to Know
The most important metric is how much traffic is hitting a specific audio file from a wellness or employee portal, and on what dates.
That reveals the core information – did you get the kind of traffic you expected in the first 24-48 hours following a program announcement? Which audio program is most popular? Can that be tied back to the email that promoted it? Was the email exciting enough? Could it be better?
We need to act on this data. We need to understand every step of the chain. If traffic isn’t what we expect, we need to nail down where we can do better.
Participation vs Engagement: Are You Sure?
I’ve heard a lot of talk about participation versus engagement over the years. I agree with the distinction. But from a practical standpoint, what we really need to know is participation based on payments (wellness incentives) versus participation because people thought the program looked fun and meaningful.
When we, as an industry, are consistently nailing the fun and meaningful aspect of our programs — when we deserve the traffic — we will be delivering huge value to employees and employers.