Barbara fagan smith iabc houston presentation on measurement, oct. 2013 - for distribution

Welcome"We Have Metrics on This?" Building Executive Support withMeasurement

Barbara Fagan-Smith

IABC Southern Region

Mini-Conference

October 25, 2013

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Value of measurement

• How you are performing in support of the business objectives

• How you are performing in support of your communication objectives

• How you are performing in comparison to peers

• What you need to do more of, less of and differently

Understand:

Actual financial savings or gains

Changes in program success metrics

Increase in participation, usage and activity

Knowledge, perception change

Hits, views, attendance

How did it impact the bottom line?

Did the actions have the desired impact?

Did the audience receive the message?

Level 5 Financial Impact

Level 4 Business Impact

Did they take action? Level 3 Application/Behavior Change

What did they learn?

Level 2 Knowledge Transfer

Level 1 Access/Usage

Levels of measurement for communication

How we measure

What we measure

4-step process to measure communication

Identify what should be measured

2 Identify current metrics

3 Create measurement

strategy

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Define communication

success

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Dashboards

Insert image of navigation dashboard

• What do you hope to accomplish?

• Who is the audience?

• How will it be shared?

• What actions will emerge from the information?

• What categories of information are interesting?

• Business objectives

• Communication objectives

• Employee engagement

• Channel and vehicle performance

• Employee satisfaction

Communication dashboard questions

1. Identify what data and information you want to track

2. Determine what data you currently have access to and what data you need to collect

3. Decide how you will collect new or additional data

4. Determine how you will assemble, design, update and maintain the dashboard

Steps to build a dashboard

Based on your measurement strategy:

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The ROI Communication Benchmark

An annual survey that measures the scope and effectiveness of employee communication at the world’s leading companies and the impact of such communication on their financial performance.

The study’s goal is to help companies quantify, understand and increase the impact of their employee communication to deepen engagement and improve business results.

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2013 participants

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The ROI Employee Communication Model™

A strategic planning and management framework that helps organizations improve the performance of their employee communication function.

Three core areas critical to employee communication

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Structure Skills

Support

Leader and Manager Communication

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Governance and Oversight

Role of the Employee

Communication in the

Organization

Communication Infrastructure

Internal Social Business

Measurement

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Open Communication Culture

Message Type and Quality

Trust and Engagement

Information Sharing and Feedback

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Outcome variables

Identify which elements of employee communication have the greatest impact on company performance

We only reported data with a statistically meaningful relationship

Our approach to the analysis

Survey data

3 Areas of Focus Leader and Manager Communication Communication Infrastructure Open Communication Culture

10 Categories Trust and Engagement Message Type and Quality Information Sharing and Feedback Governance and Oversight Social Business, etc.

60 Survey Questions My company has a robust employee

communication measurement program. Senior leaders regularly talk with and

listen to employees. Managers provide recognition and

appreciation for a job well done., etc.

Predictor variables

Collected data Revenue Change in Revenue Profits Change in Profits Earnings per Share Total Return to Investors

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Ratio of Employee Communication Professionals Per 10K Employees

ROI Communication Benchmark – staffing and budget data

Lowest Highest

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6.2 : 10K Employees 62 : 100K Employees

0.1 : 10K Employees 1 : 100K Employees

25 : 10K Employees 250 : 100K Employees

Average budget per 10K employees is $421,352

Average

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ROI Communication Benchmark – key findings

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Trouble for managers

Managers understand their communication roles and responsibilities.

The employee communication team is actively involved in communication training for managers.

Managers regularly ask employees for their opinions.

Communication effectiveness among people managers is a meaningful part of the performance management process.

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We improve what we measure

Communication Infrastructure

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Internal social business tools are not supported or measured for effectiveness

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ROI Communication Benchmark results by rank

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Overarching recommendations

Invest in your employee communication staff

Strengthen leader and manager communication systems, training and accountability

Measure your overall communication effectiveness

Do a custom report to see how you compare with the benchmark

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Register for the 2014 survey – IT’S FREE!!

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1. Understand what your leaders care about 2. Identify communication goals that support the business goals3. Develop a measurement strategy4. Create a dashboard

Thank YouBarbara Fagan-Smith

(831) 430-0170 office(415) 298-3411 mobile

[email protected]

www.roico.com