An Inside Look at Internal Communications November 2015 Measurement Hour

Transcription

1 An Inside Look at Internal Communications November 2015 Measurement Hour Katie Delahaye Paine CEO Paine Publishing

2 Communications then and now Traditional role 21 st Century Role 2

3 Welcome to the I want what I want, not what you send me era (aka: The Relationship Era ) 3

4 Changes in communications Big data raises false hopes There is no market for your messages Impressions are not sales or awareness Everyone is media Sentiment is overrated It s not about the media, it s about your mission & what your stakeholders do with the information when you put it out there The Barcelona Principles 4 4

5 How are you communicating? The majority of Americans get their news from Twitter and Facebook Millennials rely on Instagram, Pinterest, and Snapchat communications Gen X gets their information from YouTube Older generations use the internet as a tool for research, shopping, and banking is for old people 5

6 Just because you ve reached them doesn t mean they re aware, engaged, or motivated Awareness is worthless unless someone takes action Where s the So what? 6 6

7 Where are they getting the messages? 7

8 Likes Are Not Engagement Impressions Likes Followers Trial/Consideration Commitment Advocacy 8 8

9 There is ROI in good communications Companies that communicate effectively have a 19.4% higher market premium than companies that do not Shareholder returns for organizations with the most effective communications were 57% higher Communication effectiveness is a leading indicator of financial performance Firms that communicate effectively are 4.5 times more likely to report high levels or employee engagement Companies that are highly effectives communicators are 20% more likely to report lower turnover rates (Source: Watson Wyatt Worldwide 2005/2006 Communication ROI Study) 9

10 The New Rules of Organizational Communications You aren t in control Empower employees, rely on customers Enable the conversations it s going on, with or without you Spin is dead, long live transparency you can t fake it, so be who you are and see who is pleased Social media must be a core competency for all employees 10

11 What are the excellent companies doing? They are 26 times more likely to make extensive use of measurement They are 15 times more likely to benchmark What are they measuring: Productivity Behavior change Business outcomes Focus on continuous improvements 11

12 Transparency: The cure for relationship problems Transparency increases trust Transparency is: Disclosing what you have to disclose Disclosing what you want to disclose Disclosing what you do NOT want to disclose, but it s the thing to do 12

13 Principles of Excellent Communications Two-way symmetrical communication works best Comms participates in making strategic decisions Research is used for planning not just evaluation To define issues, relevant stakeholders, problems to solve, appropriate strategies Communications takes place at 3 levels: 1) Program 2) Organizational 3) Societal 13

14 6 steps to standards-compliant measurement Step 1: Define the goal What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define the stakeholders Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal? Step 3: Define your benchmarks Who or what are you going to compare your results to? Step 4: Define your metrics What are the indicators to judge your progress? Step 5: Select your data collection tool(s) Step 6: Use the data to make better decisions Turn it into action, measure again Steps to Success

15 Step 1: Define the goals What return is expected? Define in terms of the mission. Define your champagne moment. If you are celebrating complete 100% success one year from now, what is different about the organization? SMART Specific Measurable Attainable Realistic Timely No resumption of hostilities 15

16 Goals & Suggested Metrics Engage as Owners With Employees % increase in engagement score in pulse survey % increase in of employees who participate in extra effort action/volunteer Improving Perceptions & Creating Advocacy % of employees agreeing that they have a clear understanding and are informed of how work contributes to achieving Acme Corp goals. % increase in awareness of Acme Corp s CSR activities & community involvement Support the business Adherence to budget % increase in revenue per Communications employee (by source coding of revenue) % change in ratio of favorable to unfavorable coverage & conversations

17 Goals, Actions, and Metrics Goal Communications role Activity Metric Outcome Metric Retain/increase funding Increase public support/reduce opposition in designated ridings Increase in % of supportive conversations in designated ridings % increase in support/votes Increase access to highly qualified candidates Grow & improve relationships with mentors, teachers, and other influencers % improvement in relationships with influencers % increase in highly qualified recruits 17

18 Step 2A: Understand the stakeholders Who are the stakeholders that hold your future in their hands? Employees Partners Customers Investors Prospective customers Influencers Legislators Lobbyists Media 18

19 Step 2B: Connect the dots How does a good relationship with each group benefit your organization? What s important to those stakeholders? What shapes their decisions? Influencers? Entertainment? Media? What makes them act? How do your efforts connect with those stakeholders to achieve the goal? 19

20 Definitions of Success What s the path? Engage as Owners Trust Recommend Cost savings 20 20

21 Goals, Actions, and Metrics Goal Action Activity Metric Outcome Metric Increase Employee Engagement Messaging events Leadership involvement Culture communications % increase in participation rates in CSR program % increase in message understanding % increase in employee engagement % increase in desirable employee sentiment Increase Advocacy Connect & engage with customers online External messaging Strategic communications outreach % increase in message comprehension % increase in community goodwill % increase in belief in Acme Corp as referred and responsible brand % increase in advocacy % increase in desirable customer engagement Support the business Entertainment events International outreach to support new markets % reduction in recruitment costs % reduction in employee churn % increase in source coding revenue per employee. 21

22 Comparing messaging & sentiment across channels Positive Sentiment Across All Channels Q1 Q2 Q3 Q4 News Social Media Employee

23 Overview Brand Metrics % point change since last month On-Market Products % point change since last month Share of desirable voice Share of undesirable voice Share of desirable voice in biologics Unique visits to Website Engagement Index Visits to UnderstandingBiologics.com Jan Feb Mar Apr May June Share of desriable HepC voice Share of undersirable voice in HepC Jan Feb Mar Apr May June Science & Innovation Metrics % point change since last month Culture Metrics % point change since last quarter Desirable Oncology SOV Ratings on trust Innovative positioning in media Employee knowledge of "Way We Work" Visits to specific URL Understanding of Strategic Objectives Innovation social engagement index Reduction in Say/Do gap Perception of AbbVIe as Oncology leader Jan Feb Mar Apr May June Jan Feb Mar Apr May June

24 Step 3: Establish benchmarks Peer data from Industry Groups Past performance over time Whatever keeps senior leadership up at night 24 24

25 Step 4: Define your Kick Butt Index You become what you measure, so pick your metrics carefully The Perfect KBI Is actionable Is there when you need it Continuously improves your processes & gets you where you want to go 25

26 Goals, Actions, and Metrics Goal Action Activity Metric Outcome Metric Increase Employee Engagement Messaging events Leadership involvement Culture communications % increase in participation rates in CSR program % increase in message understanding % increase in employee engagement % increase in desirable employee sentiment Increase Advocacy Support the business Connect & engage with customers online External messaging Strategic communications outreach Entertainment events International outreach to support new markets % increase in message comprehension % increase in community goodwill % reduction in recruitment costs % reduction in employee churn % increase in belief in Acme Corp as referred and responsible brand % increase in advocacy % increase in desirable customer engagement % increase in source coding revenue per employee. 26

27 Social Media Engagement Index Action Score Like/Follow/Opens/+1.5 Favorite or Opens or Views 1 Comment 1.5 Share content 2 Signs up to receive or other owned content 2.5 Shares a link to an owned site 2.5 Total

28 Elements in an Employee Engagement Index Element Score More likely to invest discretionary time.5 More likely to recommend to family & friends as a great place to work Greater understanding of organizational mission vision & values Greater understanding of key organizational messages 2 24 Lower retention rate 2.5 Lower recruitment costs 2.5 Total

29 Step 5: Pick the right measurement tools If you want to measure messaging, positioning, themes, sentiment: Content analysis If you want to measure awareness, perception, relationships, preference: Survey research If you want to measure engagement, action, purchase: Web, Social, and Analytics If you want predictions and correlations you need two out of three 29

30 Goals, Actions, and Metrics Goal Activity Metric Outcome Metric Tools Required Increase Employee Engagement % increase in participation rates in CSR program % increase in message understanding % increase in employee engagement % increase in desirable employee sentiment Intranet metrics, Banana Tag ( metrics) sentiment analysis Increase Advocacy % increase in message comprehension % increase in community goodwill % increase in belief in Acme Corp as referred and responsible brand % increase in advocacy Pulse Survey Support the business % reduction in recruitment costs % reduction in employee churn % increase in source coding revenue per employee. Web Analytics 30 30

31 Step 6: Research without insight is just trivia Ask So What 3 times Rank everything from worst performing to best Compare to last month, last quarter, 13-month average Move resources from what isn t working to what is Be data informed not data driven Page 31 31

32 Very high High Medium Low Low Medium High Very High What gets the most bang for the buck? High Engagement Index Google + Chat Webinar Level of Engagement Ultimate Road Trip Media Day Status update Low Resources Photo Event High Resources Resource Use Corporate Video Link Low Engagement Index 32

33 Employee Communications Dashboard Program YTD 2012 Q YTD 2013 Increase in engagement score in pulse survey % % What Worked: % increase in employees proud to work with score % increase in of employees who participate in extra effort action/volunteer 1% 2% +1 2% +1 1% 2% +1 2% +1 What Didn t: % of employees agreeing that they have a clear understanding and are informed of how work contributes to corporate goals 50& % % % decline in Absenteeism 49% 30% What we will do next: Employee Engagement vs Sentiment Over Time Jan Feb Mar Apr May June July Aug Sept October Nov Dec Employee Positive Sentiment Employee Engagement Index

34 What people are doing with metrics Saving over $2million in IT costs Demonstrate communications impact on organizational goals Ensuring consistency between external and internal communications Demonstrating impact of employee engagement on recruitment Demonstrate impact of employee engagement on profits 34

35 Thank You! For more resources on measurement, check out Paine Publishing s Measurement Mall For any questions, me at measurementqueen@gmail.com Follow me on Follow Paine Publishing on Facebook Or call me at