cipr conference - afternoon workshops

Channelling your inner Monica:

Getting measurement to work for you.

Claire Newton, Telefónica

Maggie Wotherspoon, HarknessKennett

Label makers

and to do lists…

The context of my measuring challenge

Our 2013 journey

The brief: What I wanted to measure

• Messages: How well people understand:

Brand promise to our customers and our vision

Their role in achieving the brand promise

Our customer offering (4G, tariffs)

Our performance (financials, sales, products)

• Channels: How well we’re engaging people though our 8

main IC channels:

Primary: Intranet home page news, team meetings, yammer,

big yaks/town halls/confs

Video, all UK employee emails, Round up emails, blogs

Measuring understanding and contribution

OUTPUT

• Hits per intranet article

• Number of people

attending a conference

• Number of site

roadshows held

V.S

UNDERSTANDING

• Message cut through

• Channel perception

(usefulness + approval

ratings)

• Perception of the internal

comms team and the value of

our role to the business

Our IC measurement objectives

• Determine if online@ the core is the right approach for IC

• Identify improvements for digital and face to face channels

• Provide a baseline measure for the value of channels to

employees

• Develop a way to report the effectiveness of channels and

message cut-through to senior managers and ICBPs on a

regular basis

• Demonstrate the value of the service the IC team provides to

Telefónica UK employees

Who to survey?

• The usual suspects:

Employees split by location, directorate, seniority

And…

• IC stakeholders:

Central IC team, IC BPs, top 50 senior leaders, The UK

board

• Into the mix:

Employee survey results

So where does Monica fit in?

Planning,

design and

organisation

Research

Analysis

Sharing

the results

Taking

action

Cost Follow up

Objectives

Tactics

Timing

Resource

Ownership Data

What if?

Getting organised

x

Being organised about analysis

• Key metrics & baselines

• Exceptions

• Comparisons

• Quantitative vs. qualitative

• Highlights and challenges

What does this

really tell me?

What

will interest my

stakeholders?

What are the

things I can

do something

about?

Being organised about analysis

Direct contribution

Key project measures

Message cut-through

Channel performance Over time Monthly

NB – fictional data used for

illustration only

Examples

Your challenge

• 1 ‘Monica’

challenge

• 1 ‘Non-Monica’

challenge

Suggested

tactics and

solutions

My top 3 learnings – are they similar?

Internal Comms Scorecard 2013 Monthly Project Track – 4G Employees as ambassadors of O2. Monthly data

collection:

• Employee advocacy: No of employees

downloading the 4G app

• Storybook leadership messaging: No of

directorate led activity e.g. ‘big yaks’, confs or

townhalls, blogs, yammer

• Digital comms: Unique hits to 4G microsite and

Posssibilities of Technology storybook section.

Key Message Counter

(Questionnaire) We’ll use the People Forum to ask 60

people across all sites these 4

questions. And we’ll take a wider

measure through the 6 monthly

Listening Post review (July/ Aug 13).

I understand my role in our Brand

Promise

I understand Telefonica’s customer

offering for a)4G b) O2 Refresh

Monthly Channel Tracker 8 selected channels. 62 workshop attendees from December have signed up to complete a monthly IC channel viewpoint score

Each channel has a month by month target based on the score from the December review and the results will be presented as

chart of ‘above or below’ target and cumulative graph over 2013. Hard targets set based on December 12 review.

Homepage

News Story

Yammer Video

message

Roundup

email

Team

meetings

Big Yaks/

Confs/

Townhall

All UK

employee

emails

Blogs

Channel effectiveness matrix Updated every 6 months from data

gathered from Listening Post in June 13.

What words do you associate with

our brand promise? (Multi choice)

I feel well informed about

Telefonica’s performance (financial,

sales, products)

4G app Storybook

leadership

messaging

on 4G

4G

microsite

Our IC Strategy

1. Be inspiring storytellers Help people understand their role in our brand promise ‘the possibilities of technology should be

open to everyone’ by supporting people managers to be brilliant at telling the 2013 story and vision

so they are proud to work for Telefónica.

2. Understand the needs of your team Support managers to get the people in their team more engaged through better people manager

communications.

3. Connect people through our existing intranet and Yammer channels Drive employee interaction by collaborating through our existing digital channels and simplifying the

number of channels we use internally.

4. Simplify, prioritise and focus Simplify, prioritise and focus on our 2013 projects, be a trusted communications advisor.

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BUILDING OUR FUTURE /

ANNUAL INTERNAL COMMUNICATION CONFERENCE 2013

In association with CIPR Inside

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WHY ARE WE HERE? SPORT WALES & THE EDGE PICTURE COMPANY

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To inspire and nurture the human spirit one

person, one cup and one neighbourhood at

a time

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To help people and businesses

throughout the world

realize their full potential

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Make natural, delicious food and drink that

helps people live well and die old

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We fulfil dreams of personal freedom

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To represent the most refined qualities of

Western "Art de Vivre" around the world

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Getting every child hooked on sport for life

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Bring a new vision to life

Strengthen the brand

Reach out and unite all communities

Celebrate sport and physical activity

Make people proud

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SOMETHING different

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CREATIVITY

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FEEDBACK

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EMPLOYEE FEEDBACK “Finally we have something which shows what we do,

by our employees who deliver it”

“The film makes me feel part of ‘Team Sport Wales’ that we are all working together towards a common goal

rather than working in silos”

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PARTNER FEEDBACK “The film is a great tool to showcase what Sport Wales does in easy to

understand language and logic” Welsh Government

“We show the film during every presentation we deliver to show why we are doing what we’re doing with Sport Wales” National Governing Body

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TRUST

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Pete Stevenson – pete@edgepicture.com Michelle Griffiths - Michelle.Griffiths@sportwales.org.uk

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THE BIG CONVERSATION

Mike Pounsford Steve Chapman LOOKING GOOD VS. BEING REAL

CHARTERED INSTITUTE OF PUBLIC RELATIONS Impact of conversations