DON T JUST MEASURE, EVALUATE! 31.08.2017, HAMAR ASST PROF. DR. ALEXANDER BUHMANN CO DIRECTOR @BI CENTRE FOR CORPORATE COMMUNICATION
Question Can measurement of our communication activities make us better?
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
WHAT IS THE VALUE OF COMMUNICATION?
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? www.akademische-gesellschaft.com
INTRODUCING THE COMMUNICATION VALUE CIRCLE
TWO LEVELS OF VALUE CREATION www.akademische-gesellschaft.com
STRATEGY AT THE CORE! www.akademische-gesellschaft.com
FOUR GENERIC CORPORATE GOALS www.akademische-gesellschaft.com
FOUR GENERIC CORPORATE GOALS CURRENT VALUE AND ENABLING FUTURE VALUE current future www.akademische-gesellschaft.com
FOUR OVERARCHING COMMUNICATION GOALS TWELVE DIMENSIONS OF COMMUNICATION VALUE www.akademische-gesellschaft.com
Question Can measurement of our communication activities make us better?
Answer Only if we first have a sound understanding of the value of communication which allows us to evaluate, not just measure
Answer 1. Organizational Goals 2. Communication Goals 3. KPI s 4. Measurement
IDENTIFYING ORGANIZATIONAL GOALS
DEFINING COMMUNICATION GOALS
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
TAKE HOME MESSAGE 1. Organizational Goals 2. Communication Goals 3. KPI s 4. Measurement
BI Centre for Corporate Communication (BICCC) BI Norwegian Business School Department of Communication and Culture Postal address: NO-0442 Oslo Tel: +47 464 106 70 Fax: +47 232 647 81 ccc@bi.no 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: www.bi.edu/ccc 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.