driving communications impact through great research
DESCRIPTION
This was a presentation given the the IABC Edmonton chapter on driving great communications research to support strategies and initiatives. The latter portion of this presentation dives into measurement in social media strategy. Several case studies from global brands to small and medium sized organizations.TRANSCRIPT
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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!
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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
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Introduction
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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?
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Observe, listen and ask questions
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Walk with
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Go to where they are
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Communication context
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Types of measures
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The tools – measuring digital influence
• What are the opportunities with these evolving tools?
• What are the limitations?• What are the risks?
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Communication Audit Process
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Communicating Results
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Think in systems
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Mapping how information moves
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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
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Segment Audiences
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Able to compare and contrast
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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
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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
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Secondary ResearchThe IABC Research Foundation
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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
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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.”
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Study: Preparing Messages for Information Overload Environments 2009
• Qualitative – case Studies• Looked at tactics to address challenges
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IABC/Buck Employee Engagement Survey 2011
• Survey members• Looks at the predominance of a practice
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Social media communications strategyCase Study: Tekara Organizational Effectiveness
by: Tyrell Mara
@TekaraIncFacebook.com/TekaraInc
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Goals and Objectives
• External– Thought Leadership
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Goals and Objectives
• External– Engaging conversations
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Goals and Objectives
• External– Online Communities
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Goals and Objectives
• Internal– Create a safe learning environment– Blog = Foundation of Internal Strategy
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Goals and Objectives
• Internal– Empower Associates• Social Media Communications Training• Building Online Personal Brand
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Measurement
• Internal– 5 month Blogging and Social Media Contest
• Purpose and Objectives (learning environment)• Clear Deliverables (Outcomes)• Incentive Based (Measurement Criteria)
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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
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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
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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
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Listen Deeply
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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
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Thank you
Come join the conversation!Twitter: @TyrellMara and @willy26
Facebook: www.facebook.com/TekaraIncOr visit our website: www.tekara.com