our integrated future

Measurement HourOctober 27th, 2016 Katie Delahaye Paine, CEOPaine Publishing

www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com

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

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Who’s Doing It? Southwest Airlines MasterCard Coca-Cola SAP Why?

Agility Efficiency Consistency Happier customers Brand advocacy Recruitment Alignment of goals & metrics

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Dashboards must answer 3 critical questions:

1) What?2) So what?3) Now what?

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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

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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?

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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

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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

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Step 5: Define Your Benchmarks

What keeps your CEO up at night? Who’s the competition? 13-months or 5 quarters?

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Step 6: Produce a Prototype

Start by mapping your framework

Remember, it won’t look like the final product

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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

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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:

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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

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Available Tools Dashboards:

Tableau Qlik DOMO SAP IBM Oracle

Communications Platforms: CyberAlert Prime Research

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Special thanks to Montclair State University's Graduate Program for sponsoring this month's Measurement Hour!