A presentation about how to measure your investments and efforts in online corporate communications, presented at H&H Web management round table 30 Sept 2010.

1. ROI for
online corporate
communications
H&H Web management round table
30 September 2010

2. ROI means roughly what you get b k
hl h t t back
from what you put in
The challenge in corporate communications is to put a
value on what you get back

3. Return On I
R t O Investment requires you t
t t q i to
measure

4. To b bl t
T be able to measure you need t
d to…
Know what you want to achieve
y
So that you can measure success
Have a baseline
So that you know where you start
Measure change
So that you know if you’re making progress
Set a value to your measurements

5. What is the overall objective for online
bj
corporate communication?
Online
Business
B i Communication
C i ti
communication
strategy strategy
strategy
5

6. The derived t t
Th d i d strategy
How many have a strategy
for the total online
communication?
Website
strategy
Online
Business strategy
Communication communication
strategy strategy
Social media
strategy
59 % of companies lack a
41% HAS a
% S
strategic plan f social
t t i l for i l
strategic plan
media*
* Source: 2010 Digital Brand Expressions Social Media Survey (n=31)
© 2010 Digital Brand Expressions, L.L.C.
6

7. PR Week Comms Directors Survey, 2009
W kC Di t S
How has your role changed over the p
y g past five years?
y
67% said: ‘It is more strategic’
50% said: ‘I have broader responsibilities’
34% said: ‘There are higher expectations’
What are the key challenges facing your company?
65% said: ‘Integrating comms across the business’
57% said: ‘Communicating with diverse stakeholders’
43% said: ‘Executing an online strategy’

8. 80 % of the value of a company i b d
f th l f is based
on intangible values
* Source: McKinsey study of underlying value of listed companies 2010

9. Objectives, examples
Obj ti l
Corporate communications
Branding and corporate reputation
Press
Maintain a good relation with media for g
g good and
correct coverage
Provide journalists with material
CSR
Present the company’s ethical, social and environmental performance beyond the
CR Report to analysts, customers, potential employees
IR
Maintain a good relation with analysts for best long term valuation of the company
Ensure that shareholders get enough information online
HR
Recruitment tool – to advertise open positions and get applicants
Employer branding – to attract talent

10. Corporate b
C t branding and reputation
di d t ti
Corp branding/reputation and perception mgmt
p g p p p g
Integrated communication to promote the corporate brand to the
corporate stakeholders and to support the individual target groups
Not only the company name
Brands
Key persons and their reputation
Sponsoring
Association with other companies, brands
etc
How to measure ROI?

11. The “true” perception of the company

12. Example – B
E l Brand connections
d ti
Saab Automobile
Action: Brand positioning through brand association
Keywords: Saab BMW Mini, Engines
Saab, BMW, Mini
Assumption: Value of brand association to BMW is more
valuable than association to GM

14. Example of KPI’
E l f KPI’s
Reputation
SERP measurement on key concepts
Press
Number of viewers on all services
Activity connected to content (blog posts, retweets) as well as their
sentiment
Corporate social responsibility
Perception
Investor relations
Key visitor activity
Download s and activity in general
Career
C
Perception in key visitor group

15. How do YOU measure and calculate ROI?

16. For more
information:
Staffan Lindgren
staffan.lindgren@halvarsson.se
g @
+46 709 71 12 12
Helena Wennergren
helena.wennergren@halvarsson.com
+44 7540 914 641