Presentation Louis Schorlemer VII Debate EACD Lisbon 2011

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Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, irão debater metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.

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Presentation Louis Schorlemer VII Debate EACD Lisbon 2011

  1. 1. Communication and ROI The impossible equation?A modern fairy tail for the EACD Regional Debate in Lisbon on 19 May 2011 by Louis de Schorlemer
  2. 2. In a kingdom called Enterprise…
  3. 3. There is a Master, they named him…
  4. 4. RETURN ONINVESTMENT
  5. 5. Senior executives spend 24% of their time on measurement Source: P. Argenti, 2006
  6. 6. You better get ready and…
  7. 7. Measure!
  8. 8. Evolution of Measurementthe past the present the future DATACountingOUTPUT Source: P. Argenti, 2006
  9. 9. Focus of Measurement Sender OUTPUT
  10. 10. Output Measurement• (Online) Media monitoring – Advertising Value Equivalent – Clippings• IT Metrics
  11. 11. Limits Measuring Output• Focus on past resources• Not predictive• Isolation
  12. 12. Evolution of Measurementthe past the present the future DATA OUTPUTCounting AnalysingOUTPUT EFFECT
  13. 13. Evaluating EfficiencyInfluence on attitudes or consumerbehaviour• Satisfaction survey• Internal feedback mechanism
  14. 14. Working MechanismsESOMAR• Anonymous• Volontary participation• No invisible processing www.esomar.org
  15. 15. Back to Basics Growing a favorableenvironment for sales
  16. 16. Evolution of Measurementthe past the present the future DATA OUTPUT EFFECT EstablishingCounting Analysing VALUE CausationOUTPUT EFFECT OUTCOME
  17. 17. Measuring OutcomeLinking communication to business results• Revenue• Earnings• Market share
  18. 18. A Menu for SuccessConcrete implications measuring outcome• The communications strategy• The action plan
  19. 19. The Right ToolsEmotions Facts Reputation
  20. 20. Lean Instruments• Tailor made solutions• Focus on actionable data• A matrix of indicators
  21. 21. Dashboard of Indicators• Frame of reference• Progress rather than instants• Weigthing categories of measure
  22. 22. Some MagicFavorability brand Familiarity Source: Ipsos Reputation Center, 2008
  23. 23. The Happy EndGenerating value for the organisation• Measuring quality• Mitigating risk• Predicting behaviour
  24. 24. Louis de SchorlemerLouis@schorlemer.eu +32 479 93 92 10

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