our integrated future
TRANSCRIPT
Measurement HourOctober 27th, 2016 Katie Delahaye Paine, CEOPaine Publishing
www.painepublishing.com | @queenofmetrics | [email protected]
Our Integrated Future
Integrated Metrics are in your Future Customer-centric outreach
requires communications + marketing to be in sync
Internal communications is critical to external effectiveness
63.2%of social media teams live within marketing, 6 points higher than last year
Only 4.5% assign social media to PR anymore
2
Who’s Doing It? Southwest Airlines MasterCard Coca-Cola SAP Why?
Agility Efficiency Consistency Happier customers Brand advocacy Recruitment Alignment of goals & metrics
3
Dashboards must answer 3 critical questions:
1) What?2) So what?3) Now what?
4
Step 1: Agree Upon Business & Communications’ Goals
Leadership must provide goals against which to measure
Translate into “SMART” Objectives for your dashboard Specific Measurable Achievable Relevant Time-based
5
Step 2: Agree on Goals & Audiences for Your Dashboard Who will use it? What decisions do they need to make from the
data? What reports do you need to generate? How much drill down and detail do they need? How much time do they have to use and
analyze the data? How often?
6
Step 3: Identify Data Sources
Web analytics Listening/monitoring Sales Data (CRM?) Product marketing data Reputational and
attitudinal data on how people perceive your brand or products
Financial data such as monthly or quarterly budget figures
7
Step 4: Define the MetricsBusiness Goal
Comms Objective Activity Metric Outcome Metric
Reposition the company
• Improve/change perceptions around our brand
• % increase in key message penetration
• % increase in share of desirable voice
• % increase in engagement with new content
• % increase in consideration and preference
Increase market share
• Increase the marketable universe
• Increase considerations & preference for brand or product
• % increase in share of desirable voice
• % decrease in share of undesirable voice
• % increase in share of engagement relative to the competition
• % increase in marketable universe
• % increase in people preferring or considering the rand.
Reduce reputational risk
• Restore/improve reputation
• % decrease in share of undesirable voice.
• % decrease in negative messaging
• % improvement in trust scores and/or reputation index
Increase stock price
• Improve leadership reputation
• Increase awareness of what we do
• % reduction in cost per message communicated
• % increase in perceptions of “well managed”
• % increase in perceived value relative the competition
8
Step 5: Define Your Benchmarks
What keeps your CEO up at night? Who’s the competition? 13-months or 5 quarters?
9
Step 6: Produce a Prototype
Start by mapping your framework
Remember, it won’t look like the final product
10
11
PUBLIC AFFAIRS DASHBOARD
Sales Target Risk Reduction New Market Share
Increases Brand Awareness, Reduce Sales Cycle
Increase Trust, Reduce Threats
Expand the Marketable Universe
Bench-mark Current Goal Bench-
mark Current Goal Bench-mark Current Goal
% increase in share of desirable voice
8.9% 8.9% 10% % Decrease in undesirable Share of Conversation
10% 12% 8% % Increase in stakeholder awareness
10% 9% 20%
% decrease in share of undesirable voice
3.1% 2.1% <3% % Decrease in stakeholders not aware
21% 21% 7% % Increase in online engagement on issue
% Increase in in-bound requests for information
10% 5% 15%
% increase in awareness
11% 11% 13% % increase in Trust scores
50% 45% 75% 0 100 500
Below TargetAt RiskOn Target
12
1
2
3
4
5
6
0
50
QUARTERLY SUMMARY
GoalBaselineLast Quarter This Quarter
Employee Engagement Quadrant: 1. Discretionary Effort2. Commitment3. Overall Satisfaction
Brand Communication Quadrant1. % increase in opportunity to see a
message 2. % increase in stakeholders hearing a
message 3. % increase in stakeholders believing a
message
Innovation Communication Quadrant1. % increase in
opportunity to see a message
2. % hearing a message 3. % believing a message Brand Ambassador Quadrant
1. Extent to which they disseminated messages
2. Engagement Score3. % Understanding Strategy
Smart Quadrant1. Extent to which they
disseminated messages2. Score on Employee Engagement3. % Understanding Strategy
Channel Engagement/Participation Quadrant1. % of high level engagement
One approach to monthly reporting:
13
Step 7: Implement Everyone has to sign off on
the prototype before implementation
Clean data first Aligning dates is critical &
time consuming Stuff will be missing Allow time for fixes and edits
14
Available Tools Dashboards:
Tableau Qlik DOMO SAP IBM Oracle
Communications Platforms: CyberAlert Prime Research
15
Thank You! Click here to explore the newest articles from
The Measurement Advisor Reminder: As a paid subscriber you have 24/7 access
to all of TMA’s articles…just visit TMA’s homepage! Follow me on Twitter: @queenofmetrics Follow Paine Publishing on Facebook and
16
16
Special thanks to Montclair State University's Graduate Program for sponsoring this month's Measurement Hour!