DON T JUST MEASURE, EVALUATE!

Transcription

1 DON T JUST MEASURE, EVALUATE! , HAMAR ASST PROF. DR. ALEXANDER BUHMANN CO CENTRE FOR CORPORATE COMMUNICATION

2 Question Can measurement of our communication activities make us better?

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4 FROM MEASUREMENT TO EVALUATION Value Evaluation The systematic assessment of the value of all communication activities for the organization Measurement Research-based activity of collecting and analyzing data about communication activities and their effects Metrics Methods Tools

5 WHAT IS THE VALUE OF COMMUNICATION?

6 THE VALUE CREATING COMMUNICATION PROJECT Project launched 2015 World s most comprehensive research program for strategic corporate communications Academic Society for Management & Communication One of the key questions: What are the core values generated by communication?

7 INTRODUCING THE COMMUNICATION VALUE CIRCLE

8 TWO LEVELS OF VALUE CREATION

9 STRATEGY AT THE CORE!

10 FOUR GENERIC CORPORATE GOALS

11 FOUR GENERIC CORPORATE GOALS CURRENT VALUE AND ENABLING FUTURE VALUE current future

12 FOUR OVERARCHING COMMUNICATION GOALS TWELVE DIMENSIONS OF COMMUNICATION VALUE

13 Question Can measurement of our communication activities make us better?

14 Answer Only if we first have a sound understanding of the value of communication which allows us to evaluate, not just measure

15 Answer 1. Organizational Goals 2. Communication Goals 3. KPI s 4. Measurement

16 IDENTIFYING ORGANIZATIONAL GOALS

17 DEFINING COMMUNICATION GOALS

18 KPI S Employee Commitment Readiness for Change Network Quality Social Capital Word of Mouth Customer Satisfaction Media Reach Page Impressions Admiration Perceived Service Quality Brand Recall Brand Advocacy Teamwork and Collaboration Vision and Values Share of Voice Credibility Authenticity Social Acceptance Perceived Appropriateness of Actions Emergent Issues Identifies Employee Awareness of Crisis Plans Willingness to Innovate Use of Innovation Platforms Visibility on Relevant Platforms

19 TAKE HOME MESSAGE 1. Organizational Goals 2. Communication Goals 3. KPI s 4. Measurement

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21 BI Centre for Corporate Communication (BICCC) BI Norwegian Business School Department of Communication and Culture Postal address: NO-0442 Oslo Tel: Fax: Team Prof. Dr. Peggy Brønn Ass. Prof. Dr. Alexander Buhmann Prof. Dr. Tor Bang Prof. Dr. Christian Fieseler Prof. Dr. Maria Isaksson Prof. Dr. Ansgar Zerfass BICCC on Social Media Website: BI Centre for Corporate..Communication 2017 by BICCC. This document is provided for the personal use of participants of the speaker s workshop or lecture. Spreading or storing this document in digital media or on the internet is not allowed due to the fact that the presentation may contain preliminary or private data and/or visual material with copyrights held by third parties. Any utilization, i.e. incorporating arguments and figures presented here in own presentations, requires the written approval of the speaker.