Measurement Case Study


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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

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