CIPR Conference - Afternoon Workshops

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CIPR Conference - Afternoon Workshops

  1. 1. Channelling your inner Monica: Getting measurement to work for you. Claire Newton, Telefónica Maggie Wotherspoon, HarknessKennett
  2. 2. Label makers and to do lists…
  3. 3. The context of my measuring challenge
  4. 4. Our 2013 journey
  5. 5. The brief: What I wanted to measure • Messages: How well people understand:  Brand promise to our customers and our vision  Their role in achieving the brand promise  Our customer offering (4G, tariffs)  Our performance (financials, sales, products) • Channels: How well we’re engaging people though our 8 main IC channels:  Primary: Intranet home page news, team meetings, yammer, big yaks/town halls/confs  Video, all UK employee emails, Round up emails, blogs
  6. 6. Measuring understanding and contribution OUTPUT • Hits per intranet article • Number of people attending a conference • Number of site roadshows held V.S UNDERSTANDING • Message cut through • Channel perception (usefulness + approval ratings) • Perception of the internal comms team and the value of our role to the business
  7. 7. Our IC measurement objectives • Determine if online@ the core is the right approach for IC • Identify improvements for digital and face to face channels • Provide a baseline measure for the value of channels to employees • Develop a way to report the effectiveness of channels and message cut-through to senior managers and ICBPs on a regular basis • Demonstrate the value of the service the IC team provides to Telefónica UK employees
  8. 8. Who to survey? • The usual suspects: Employees split by location, directorate, seniority And… • IC stakeholders: Central IC team, IC BPs, top 50 senior leaders, The UK board • Into the mix: Employee survey results
  9. 9. So where does Monica fit in? Planning, design and organisation Research Analysis Sharing the results Taking action
  10. 10. CostFollow up Objectives Tactics Timing Resource Ownership Data What if? Getting organised
  11. 11. x Being organised about analysis
  12. 12. • Key metrics & baselines • Exceptions • Comparisons • Quantitative vs. qualitative • Highlights and challenges What does this really tell me? What will interest my stakeholders? What are the things I can do something about? Being organised about analysis
  13. 13. Direct contribution Key project measures Message cut-through Channel performance Over timeMonthly NB – fictional data used for illustration only Examples
  14. 14. Your challenge • 1 ‘Monica’ challenge • 1 ‘Non-Monica’ challenge Suggested tactics and solutions
  15. 15. My top 3 learnings – are they similar?
  16. 16. Internal Comms Scorecard 2013 Monthly Project Track – 4G Employees as ambassadors of O2. Monthly data collection: • Employee advocacy: No of employees downloading the 4G app • Storybook leadership messaging: No of directorate led activity e.g. ‘big yaks’, confs or townhalls, blogs, yammer • Digital comms: Unique hits to 4G microsite and Posssibilities of Technology storybook section. Key Message Counter (Questionnaire) We’ll use the People Forum to ask 60 people across all sites these 4 questions. And we’ll take a wider measure through the 6 monthly Listening Post review (July/ Aug 13). I understand my role in our Brand Promise I understand Telefonica’s customer offering for a)4G b) O2 Refresh Monthly Channel Tracker 8 selected channels. 62 workshop attendees from December have signed up to complete a monthly IC channel viewpoint score Each channel has a month by month target based on the score from the December review and the results will be presented as chart of ‘above or below’ target and cumulative graph over 2013. Hard targets set based on December 12 review. Homepage News Story Yammer Video message Roundup email Team meetings Big Yaks/ Confs/ Townhall All UK employee emails Blogs Channel effectiveness matrix Updated every 6 months from data gathered from Listening Post in June 13. What words do you associate with our brand promise? (Multi choice) I feel well informed about Telefonica’s performance (financial, sales, products) 4G app Storybook leadership messaging on 4G 4G microsite
  17. 17. Our IC Strategy 1. Be inspiring storytellers Help people understand their role in our brand promise ‘the possibilities of technology should be open to everyone’ by supporting people managers to be brilliant at telling the 2013 story and vision so they are proud to work for Telefónica. 2. Understand the needs of your team Support managers to get the people in their team more engaged through better people manager communications. 3. Connect people through our existing intranet and Yammer channels Drive employee interaction by collaborating through our existing digital channels and simplifying the number of channels we use internally. 4. Simplify, prioritise and focus Simplify, prioritise and focus on our 2013 projects, be a trusted communications advisor.
  18. 18. CHARTERED INSTITUTE OF PUBLIC RELATIONS BUILDING OUR FUTURE / ANNUAL INTERNAL COMMUNICATION CONFERENCE 2013 In association with CIPR Inside
  19. 19. CHARTERED INSTITUTE OF PUBLIC RELATIONS WHYARE WE HERE? SPORT WALES & THE EDGE PICTURE COMPANY
  20. 20. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  21. 21. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  22. 22. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  23. 23. CHARTERED INSTITUTE OF PUBLIC RELATIONS To inspire and nurture the human spirit one person, one cup and one neighbourhood at a time
  24. 24. CHARTERED INSTITUTE OF PUBLIC RELATIONS To help people and businesses throughout the world realize their full potential
  25. 25. CHARTERED INSTITUTE OF PUBLIC RELATIONS Make natural, delicious food and drink that helps people live well and die old
  26. 26. CHARTERED INSTITUTE OF PUBLIC RELATIONS We fulfil dreams of personal freedom
  27. 27. CHARTERED INSTITUTE OF PUBLIC RELATIONS To represent the most refined qualities of Western "Art de Vivre" around the world
  28. 28. CHARTERED INSTITUTE OF PUBLIC RELATIONS Getting every child hooked on sport for life
  29. 29. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  30. 30. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  31. 31. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  32. 32. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  33. 33. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  34. 34. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  35. 35. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  36. 36. CHARTERED INSTITUTE OF PUBLIC RELATIONS Bring a new vision to life Strengthen the brand Reach out and unite all communities Celebrate sport and physical activity Make people proud
  37. 37. CHARTERED INSTITUTE OF PUBLIC RELATIONS SOMETHING different
  38. 38. CHARTERED INSTITUTE OF PUBLIC RELATIONS CREATIVITY
  39. 39. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  40. 40. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  41. 41. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  42. 42. CHARTERED INSTITUTE OF PUBLIC RELATIONS FEEDBACK
  43. 43. CHARTERED INSTITUTE OF PUBLIC RELATIONS EMPLOYEE FEEDBACK “Finally we have something which shows what we do, by our employees who deliver it” “The film makes me feel part of ‘Team Sport Wales’ that we are all working together towards a common goal rather than working in silos”
  44. 44. CHARTERED INSTITUTE OF PUBLIC RELATIONS PARTNER FEEDBACK “The film is a great tool to showcase what Sport Wales does in easy to understand language and logic” Welsh Government “We show the film during every presentation we deliver to show why we are doing what we’re doing with Sport Wales” National Governing Body
  45. 45. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  46. 46. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  47. 47. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  48. 48. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  49. 49. CHARTERED INSTITUTE OF PUBLIC RELATIONS TRUST
  50. 50. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  51. 51. CHARTERED INSTITUTE OF PUBLIC RELATIONS
  52. 52. CHARTERED INSTITUTE OF PUBLIC RELATIONS Pete Stevenson – pete@edgepicture.com Michelle Griffiths - Michelle.Griffiths@sportwales.org.uk
  53. 53. CHARTERED INSTITUTE OF PUBLIC RELATIONS THE BIG CONVERSATION Mike Pounsford Steve Chapman LOOKING GOOD VS. BEING REAL
  54. 54. CHARTERED INSTITUTE OF PUBLIC RELATIONSImpact of conversations

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