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Communications Evaluation Bootcamp June 6 0230p
 

Communications Evaluation Bootcamp June 6 0230p

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Caroline Kealey\'s Evaluation Boot Camp presentation delivered at the 2010 IABC World Conference in Toronto

Caroline Kealey\'s Evaluation Boot Camp presentation delivered at the 2010 IABC World Conference in Toronto

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    Communications Evaluation Bootcamp June 6 0230p Communications Evaluation Bootcamp June 6 0230p Presentation Transcript

    • COMMUNICATIONS EVALUATION BOOTCAMP June 6, 2010
    • FOCUS COMMUNICATIONS ON DELIVERING RESULTS Moving away from an activity-based model
    • FOCUS COMMUNICATIONS ON DELIVERING RESULTS STRATEGY Moving away from an activity-based model The art and science of directing a systematic plan of action to achieve a specific result
    • FOCUS COMMUNICATIONS ON DELIVERING RESULTS Moving away from an activity-based model
    • FOCUS COMMUNICATIONS ON DELIVERING RESULTS Objectives > Evaluation RESULTS Moving away from an activity-based model
    • RESULTS MAP TM FOCUS COMMUNICATIONS ON DELIVERING RESULTS Moving away from an activity-based model
    • DRIVING ALIGNMENT FOCUS COMMUNICATIONS ON DELIVERING RESULTS Communications > The Organization Moving away from an activity-based model
    • FOCUS COMMUNICATIONS ON DELIVERING RESULTS THE CHALLENGE Finding an evaluation model that maps to our business Moving away from an activity-based model
    • Designing a Communications FOCUS COMMUNICATIONS ON Performance Indicator Matrix DELIVERING RESULTS 5-Step Process Establish Objectives Clarify Value Moving away from an activity-based model Map Tactics to Audiences Define Success Measure
    • 1.0 FOCUS COMMUNICATIONS ON DELIVERING RESULTS Moving away from an activity-based model
    • 2.0 CLARIFY VALUE FOCUS COMMUNICATIONS ON DELIVERING RESULTS CONSIDER + Messaging Moving away from an activity-based + Relationships model + Leadership + Avoidance
    • 3.0 MAP TACTICS TO AUDIENCES FOCUS COMMUNICATIONS ON DELIVERINGS RESULTS TA C T I C Moving away from an activity-based model AUDIENCES
    • 4.0 FOCUS COMMUNICATIONS ON DELIVERING RESULTS DEFINE SUCCESS What has changed? Moving away from an activity-based model What is the evidence?
    • COMMUNICATIONS PERFORMANCE INDICATOR MATRIXTM FOCUS COMMUNICATIONS ON DELIVERING RESULTS Moving away from an activity-based model
    • 5.0 MEASURE FOCUS COMMUNICATIONS ON DELIVERING RESULTS Establish Measurement Tools Moving away from an activity-based model
    • FOCUS COMMUNICATIONS ON DELIVERING RESULTS Moving away from an activity-based model
    • Objective Clarifier Worksheet         Tight alignment between objectives and performance indicators is the key to successful results‐based communications.    This worksheet is designed to guide the process of thinking through a communications process in a results‐based context by plotting the logical  sequence between the challenge/opportunity, objectives, indicators and measurement tools.    The Challenge/Opportunity  What does success look like?                            Corporate Objectives (e.g. Vision, Strategic Objectives)                Performance Indicators  Communications Objectives  What do you want to know?  Consider External, Internal,  (e.g. SMART: Specific, Measurable, Actionable, Relevant, Time‐Bound)  Quantitative and Qualitative Indicators                                                                             ©2010 Ingenium Communications Inc.          www.resultsmap.com  
    • Evaluation Framework Worksheet       OBJECTIVES  What are the communications objectives?  Ensure that they are Specific, Measurable, Actionable, Relevant and Time‐bound (SMART).    1.    2.    3.    BASELINE DATA  Evaluation is inherently a comparative exercise – findings are only relevant when compared to something, such as competitor performance, performance  last year or by a parallel tactic or product.  What are relevant data sources of comparative information for you to use in assessing your communications  performance?                            PERFORMANCE INDICATORS  An indicator provides evidence about a condition or result.  The indicator matrix should focus on quantitative or qualitative indicators of performance  relative to the statement of objectives.  The model builds sequentially from Process to Activity, then Relationship and finally Result‐based indicators  which tie communications to bottom‐line outcomes.    Consider the performance indicators in relation to your key audiences and ensure that the matrix is comprehensive in scope.                                                    ©2010 Ingenium Communications Inc.                 www.resultsmap.com  
    • Evaluation Framework Worksheet 2   PERFORMANCE INDICATOR MATRIXTM  PROCESS What demonstrates internal performance or efficiency toward achieving the communications objectives?  (e.g. client satisfaction, time to publish, numbers of approvals)          ACTIVITY What evidences the level of outputs generated in support of the communications objectives?   (e.g. number of Web hits, number of attendees at an event, reach and quality of media coverage)          RELATIONSHIP What allows you to assess how the communications activity has contributed to building/solidifying/fixing key relationships which are critical to your communications  objectives? (e.g. client feedback, level of engagement at an event, rate of follow‐up responses, rate of endorsements/referrals)          RESULTS What is the ultimate outcome of the activity in achieving communications and corporate objectives?  (e.g. new sales, increased compliance to a policy, decreased staff turnover)                                                        ©2010 Ingenium Communications Inc.                 www.resultsmap.com  
    • Evaluation Framework Worksheet 3     MEASUREMENT TOOLS  The Measurement Tools are the means of tracking the Performance Indicators. What are the instruments or techniques that you will use to evaluate performance against your indicators?    Several measurement tools are likely already available in your organization. Explore possibilities such as new or existing survey instruments,  measurements of sales performance, employee productivity/turnover, customer complaint reports, WebTrends analysis etc.  Consider cost‐effective  communications measurement tools such as:    •    Return on Investment (ROI) calculations     •    Influence on Sales  •    Share of Voice            •    Executive Interviews  •    Message/Content Analysis        •    Isolation of Factors Test  •    Avoidance of Risk          •    Brand/Communications Audit  •    Time/Productivity Analysis        •    Audience‐centric Communications Modelling                                                                    ©2010 Ingenium Communications Inc.                 www.resultsmap.com  
    • Communications De-Brief Worksheet     Aligning Objectives to Performance Indicators  Objectives  Performance Indicators    1.      2.    3.      Results  List Audiences   Results Achieved   (e.g. staff, stakeholders, external audiences) (refer to Performance Indicators)                   Continuous Improvement ‐ If you had another similar communications project…  What would you do the same?  What would you do differently?                    What is the single most significant aspect of this communications initiative for your organization?                                                                 ©2010 Ingenium Communications Inc.      www.resultsmap.com           
    • FOCUS COMMUNICATIONS ON DELIVERING RESULTS Moving away fromTO SUCCEED PLAN an activity-based model www.resultsmap.com