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Measurement Case Study
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Measurement Case Study

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Case study of communications measurement.

Case study of communications measurement.

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  • Here are some fast facts about Symantec to provide a snapshot of who we are and what we’ve accomplished.

Measurement Case Study Presentation Transcript

  • 1. Communications Measurement at Symantec Genevieve Haldeman Vice President, Corporate Communications Symantec
  • 2. Symantec At a Glance Communications Metrics at Symantec More than 17,500 employees Founded in 1982 IPO in 1989 Operations in more than 40 countries 99 percent of Fortune 1000 companies are customers #353 on the 2010 Fortune 500 $6.2 billion revenue in FY 2009 More than 600 global patents More than 120 million active consumer users 110 million enterprise customers Invests approximately 15% of annual revenue in R&D
  • 3. Why do we measure?
    • To prove our worth/value
    • To have something to show for all that effort
    • To demonstrate ROI
    • To connect Communications to the larger business
    • To make budgeting decisions
    • To make decisions on future actions
    Communications Metrics at Symantec
  • 4.
    • ROI
    • Reputation Score
    • Prominence
    • Customer references
    • Impact Score
    • Number of Interviews
    • Partner References
    • Link backs
    • Website hits
    • Product reviews
    • Competitive Infiltration
    • Awards
    • Retweets
    • Media Audit
    • SEO
    • Share of Voice
    • Ad Equivalency
    • Volume of clips
    • Eyeballs
    • Favorability
    • Number of Releases
    • Keywords
    • Readership
    • Impressions
    • Message resonance
    • Number of Speaking Opportunities
    • Mentions
    • Track backs
    What to Measure? Communications Metrics at Symantec
  • 5. Measurement Hurdles
    • Identifying metrics vs. activity reports
    • Measuring the influence of our output on outcomes
    • Understanding the limitations
    • Getting comfortable with the perspective
    • Getting the Communications team on board
    • Setting the expectations with executives and stakeholders
    Communications Metrics at Symantec
  • 6. Tying Metrics to the Business Communications Metrics at Symantec
  • 7. Communications’ Victory Goals Communications Metrics at Symantec
  • 8. Communications Team Metrics Communications Metrics at Symantec
  • 9. Establishing/Reading the Metrics
    • Look at historical and seasonal trends to establish benchmarks and targets
    • Compare with other intelligence to find correlation – market share, Net Promoter Score, spending
    • Aim for consistency rather than spikes
    • Investigate the surprising spikes as well as the disappointing lows
    Communications Metrics at Symantec
  • 10. Reading Between the Lines Communications Metrics at Symantec
  • 11. Telling a Story Communications Metrics at Symantec
  • 12. Getting Social
    • Campaign/Launch
    Communications Metrics at Symantec Quarterly Benchmarks Symantec 4867: 40.8% Competitor 2 3122: 26.2% Competitor 1 3945: 33.1% Compet 1 Compet 2 Symantec Mail Security SOV DLP Mentions Volume Comparison
  • 13. Watching the Conversation
    • SlideShare
      • The IR presentation has been featured all day today on SlideShare’s homepage due to its popularity
      • Downloads 55
      • Total Views 3195
        • 1916 view on SlideShare
        • 1279 view from embeds (779 views from our embed on  http://www.symantec.com )
    •   Facebook
      • 225 interactions on our /symantec and /Norton Facebook accounts
      • Very positive comments
    •   Twitter
      • Nearly 3000 micromedia posts (by far the majority of them are on Twitter)
      • 75 interactions with our @symantec account (mostly retweets)
    Communications Metrics at Symantec
  • 14. Taking Action
    • In addition, there have been more than 2,496 social media interactions that include:
      •   270 product page views and 302 clicks to the press kit and press release
      • 263 clicks to downloadable or multimedia materials, including 60 views of the SlideShare presentation
      • 1,661 clicks on the Bit.ly links directing viewers to relevant Symantec Twitter feeds and Facebook pages
    • As a result
      • 18 percent conversion ratio measured of unique visitors to the Symantec website
      • 9 percent downloaded collateral from the Symantec website
    Communications Metrics at Symantec
  • 15. Demonstrating Value Communications Metrics at Symantec
  • 16. Reaching The Holy Grail Communications Metrics at Symantec
  • 17. The Bottom Line
    • There is no magic bullet
    • Metrics must be aligned and tied to the broader business
    • They must be connected to outcomes, not just output
    • They must provide you with intelligence to help you make decisions
    • You must educate your executives and set expectations appropriately
    Communications Metrics at Symantec
  • 18. Genevieve Haldeman [email_address] 650-527-5524