DRIVING IMPACT THROUGH GREAT RESEARCH

Presented byRyan Williams, M.A., ABC

Tyrell Mara, MBA

Twitter: #IABCRyan Williams: @willy26Tyrell Mara: @TyrellMaraIf you enjoy this Slideshare presentation, please consider sharing!

Agenda

Our Goal• Support your communication efforts with the

best communication measurement tools, practices and tactics available

Event Overview:– 11:30am -11:45pm - Registration– 11:45am - 1:15pm Lunch/Presentation/Workshop– 1:15pm -1:30pm - Wrap up/Q&A

Introduction

The Communication Challenge

• Share a time when you were really happy with the impact of your work? – How did you know it was successful?

• What are the expectations of your leadership team when it comes to communication support?– How do they measure success?

Observe, listen and ask questions

Walk with

Go to where they are

Communication context

Types of measures

The tools – measuring digital influence

• What are the opportunities with these evolving tools?

• What are the limitations?• What are the risks?

Communication Audit Process

Communicating Results

Think in systems

Mapping how information moves

PepsiCo Preparing Employees for Social Media

The Situation– Employees represent a potentially dynamic force

for helping tell PepsiCo’s story– Employees were probably not familiar with

PepsiCo’s social media policy– Employees could create problems for themselves

and/or PepsiCo if they acted in a manner contrary to the policy

Segment Audiences

Able to compare and contrast

The Measurement• Objective 1

– Large number of volunteers– Measure – count 1596– Result – an informed communication channel

• Objective 2– Motivate employees– Measure – survey 93% feel confident– Result – will share positive expressed feelings – reputation enhancement

• Objective 3– Quality of the training– Measure – survey 90% participants felt it was valuable– Result – more likely to recommend to others to participate with the end

result a continued growth of the program that develops an effective social communication channel

The Measurement

• Objective 4– Know the policy – risk mitigation– Measure – survey 98 % agreed they understood the policy– Result – those that go through the training will be less likely to

violate the policy and they become knowledgeable information sources about the policy

• Objective 5– Create dialogue with employees to inform how they may risk or

enhance the reputation – Measure – use of the feedback loops – the post survey observation

and sharing of channel usage– Result – future strategies and training will be informed by ongoing

measures

Secondary ResearchThe IABC Research Foundation

Types of research to inform your decisions

Think tanks – discover innovations

Focus groups – identify emotions and contextualize your tactics

Surveys – find the degree to which an opinion is held and set benchmarks

Academic studies – identify evidence for a specific communication strategy, process or practice

Study: Creating Vibrant Online Collaborative Communities 2012

• Qualitative – appreciative inquiry• Defines effective practices

“Communication patterns shift from top-down to becoming more democratic as employees from

all levels in the organizational hierarchy interact with each other.”

Study: Preparing Messages for Information Overload Environments 2009

• Qualitative – case Studies• Looked at tactics to address challenges

IABC/Buck Employee Engagement Survey 2011

• Survey members• Looks at the predominance of a practice

Social media communications strategyCase Study: Tekara Organizational Effectiveness

by: Tyrell Mara

@TekaraIncFacebook.com/TekaraInc

Goals and Objectives

• External– Thought Leadership

Goals and Objectives

• External– Engaging conversations

Goals and Objectives

• External– Online Communities

Goals and Objectives

• Internal– Create a safe learning environment– Blog = Foundation of Internal Strategy

Goals and Objectives

• Internal– Empower Associates• Social Media Communications Training• Building Online Personal Brand

Measurement

• Internal– 5 month Blogging and Social Media Contest

• Purpose and Objectives (learning environment)• Clear Deliverables (Outcomes)• Incentive Based (Measurement Criteria)

July 1st Jan 1st

Unique Monthly Visitors

230 525

Monthly Pageviews

1458 2120

Measurement

• External– Social Footprint

July 1st Jan 1st

Facebook Fans 8 185

Twitter Followers 132 1055

July 1st Jan 1st

Facebook Engagement Ratio 0 10-15

Twitter RT’sTwitter Mentions

4585

3101610

Blog Comments 0 70

Measurement

• External– Sentiment and Engagement

July 1st Jan 1st

Unique Monthly Visitors 230 525

Monthly Pageviews 1458 2120

Measurement

• External– Website Analytics

• Qualified Traffic– Blog is the most view page on the site

– Top 5 referrers of traffic are social networking sites

Listen Deeply

Top five research tips to impact your communications

1. Aim to see the world through the eyes of your audience

2. The research process changes those who participate

3. The research process will focus your thinking4. Use multiple sources of information to increase the

strength of your evidence5. Research involves people in your communications

and predisposes them to change in attitude and behaviour

Thank you

Come join the conversation!Twitter: @TyrellMara and @willy26

Facebook: www.facebook.com/TekaraIncOr visit our website: www.tekara.com