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Using Metrics to Guide Your Communications Department
- 1. @bshank @tvondeak 6/4/2013 1 USING M ETRICS TO GUIDE YOUR COM M UNICATIONS DEPARTM ENT A 75-M INUTE GUIDE TO ANSW ERING THE TRICKIEST QUESTION IN ASSOCIATION COM M UNICATIONS -OR- Brendon Shank Society of Hospital Medicine Todd Von Deak, MBA, CAE TVD Associates
- 2. @bshank @tvondeak 6/4/2013 2 Our Big Take-Aways Brendon’s: “Keep an eye on your dashboard. And your windshield.” Todd’s: “Metrics tell a story…and buy space”
- 4. @bshank @tvondeak 6/4/2013 4 • Pulse Oximetry • Heart Rate • Systolic Pressure • Diastolic Pressure • Skin Tone • Demeanor • Awareness • Weight • Body Mass Index • Heart Rhythm • Lung Sounds • Heart Sounds • Fluid Intake
- 5. @bshank @tvondeak 6/4/2013 5 No, Seriously. Answer the Question: “How Are We Doing?” • Goal Alignment • Resource Allocation • Return on Investment • Why Else?
- 6. @bshank @tvondeak 6/4/2013 6 Why Report? • Quantifying challenges, successes • Defining department functions • Giving teams chance to report / contribute • Promote, maintain & protect the brand
- 7. @bshank @tvondeak 6/4/2013 7 The Barcelona Principles (condensed) • Goal-setting and measurement are fundamental • Measuring the outcomes is preferable to measuring outputs • Measure effect on business results • Media measurement should include quality and quantity • Advertising Value Equivalents not the same thing as value • Social media can & should be measured • Transparency & replicability are paramount to sound measurement
- 8. @bshank @tvondeak 6/4/2013 8 A Word On The “I” of “ROI” Communications ROI = Return Expenses + Time
- 9. @bshank @tvondeak 6/4/2013 9 A Word On The “I” of “ROI”
- 10. @bshank @tvondeak 6/4/2013 10 Know Where Your chips are Time Tracking Apps: •Toggl (www.toggl.com) •TimeFox (www.functionfox.com)
- 11. @bshank @tvondeak 6/4/2013 11 The Need for Narrative Assessment of metrics (“XYZ happened because of ABC)” The untold stories Links communications success to organizational success
- 12. @bshank @tvondeak 6/4/2013 12 Let’s Get To It!
- 13. @bshank @tvondeak 6/4/2013 13 During this portion of the presentation, we used interactive technology to decide on specific elements to include in the group dashboard we created during the session
- 14. @bshank @tvondeak 6/4/2013 14 Identify our critical metrics
- 15. @bshank @tvondeak 6/4/2013 15 So…Thursday, After MMC: Think about alignment with department & organizational goals. Brainstorm categories and metrics that support them. Start measuring! Use a template that makes sense to you!
- 16. @bshank @tvondeak 6/4/2013 16 And remember some principles Decide on a set of metrics, but be flexible Be Strategic - weave into the bigger story Your biggest commodity is your time - track it Have a windshield - tell the story Work it...work it...work it
- 17. @bshank @tvondeak 6/4/2013 17 IF WE CAN HELP… Brendon Shank Society of Hospital Medicine bshank@hospitalmedicine.org @bshank Todd Von Deak, MBA, CAE TVD Associates todd@toddvondeak.com @tvondeak
Editor's Notes
- TODD STARTS WELCOME THANKS FOR JOINING US GOALS: GET YOU NOODLING, GET YOUR SHARING, SET YOU UP WITH STUFF YOU CAN IMPLEMENT COME THURSDAY TALK ABOUT BUILDING METRICS FOR A COMM FUNCTION GIVE YOU TWO PERSPECTIVES WHO HAS, WHO DOESN’T HAVE A DASH NEW: WALK AWAY WITH A TEMPLATE YOU CAN RUN WITH OR ADJUST AND RUN WITH HAVE: HOPE YOU’LL GET A COUPLE OF NEW IDEAS DISCLAIMER: THIS REQUIRES TECHNOLOGY...WE HAVE A BACKUP PLAN, BUT THIS REQUIRES TECHNOLOGY HAVE A BIT OF A WORKSHOP: AND HOPING TO GIVE YOU A DASHBOARD TO WALK THROUGH TWITTER - KEEP THE CONVERSATION
- BRENDON - INTRODUCE HIMSELF THEMES - HOPEFULLY YOU SEE THROUGH PRESENTATION AT LEAST TWO TAKEAWAYS TODD: INTRODUCE AND TAKEAWAY
- BRENDON QUANTUM UNCERTAINTY OF MEASURING COMMUNICATIONS NO PERFECT, JUST MEASUREMENT DON’T LET PERFECT BE THE ENEMY OF GOOD
- BRENDON What’s the perfect metric of health? There isn’t one. The key is to find the metrics that matter the most to the situation at hand.
- TODD NOW THAT WE’RE COMMITTED TO REPORTING, WHY DO IT? VITAL TO KEEP THE BIG PICTURE IN MIND. AT SHM, WE NOT ONLY REPORTED B/C THE CEO ASKED “WHAT AM I BUYING” AS I KNOW MANY OTHERS HAVE, BUT WE SAW THIS REPORTING IN A BIGGER LIGHT OF TALKING ABOUT HOW THE FUNCTION FITS INTO THE ORGANIZATION AND CONTRIBUTES TO THE BIG PICTURE. INVITE GROUP TO TALK ABOUT WHY THEY REPORT - BIG PICTURE TODD THROWS: BUY SPACE
- TODD IF PROCEEDING SLIDE WAS THE STRATEGIC, THIS BECOMES SOME OF THE TACTICAL
- BRENDON Barcelona Declaration of Measurement Principles: From the 2010 conference of PR professionals to talk re: measuring PR. Applies more broadly to communications & marketing. THIS IS WHAT SHM DID SEEING ADOPTION FROM PRSA AND EVANGELISM ABOUT IT’S PRINCIPLES FROM FIRMS LIKE KETCHUM
- ALWAYS TRYING TO SHOW VALUE AND PROVE WORTH “WHAT HAVE YOU DONE FOR ME LATELY” BE ABLE TO ANSWER THE QUESTION BEFORE THE WRONG PERSON ASKS YOU TODD: USE IT AS A TOOL DURING BUDGETING SEASON...ESPECIALLY IN CUT DOWN CYCLES
- REINFORCE THAT TIME IS YOUR BIG COMMODITY IN A COMM PROGRAM
- TODD GIVEN THAT, TRACKING YOUR TIME BECOMES A KEY THAT EVEN IF YOU DON’T HAVE A DASH, ALL COMM PROFESSIONS SHOULD BE DOING SUGGESTION - CREATE TARGET ZONES AND VET THOSE ZONES WITH LEADERSHIP AND KEY PARTNERS, UP/DOWN/SIDEWAYS BRENDON - TALK ABOUT THIS IN THE CONTECXT OF AN AGENCY
- BRENDON AT END OF DAY, FOCUS ON METRICS IS GREAT BUT DOESN’T TELL YOU WHAT’S AHEAD NEED FOR NARRATIVE AND COMMENTARY SEE YOU ARE ABOUT TO RUN THE RED LIGHT CELEBRATE SUCCESSES
- TODD NEED TO HIT AT 30 WILL TAKE THIS WORKSHOP AT THE GROUP’S PACE AND INTEREST USING TECHNOLOGY BRENDON HANDS OUT, COVERS WHILE I SET UP
- Communications Dashboard Categories http://www.polleverywhere.com/multiple_choice_polls/3ygx0NFmpqecwps
- ABOUT TIE IN TO ORGANIZATION’S KPI’S PUT YOURSELF IN POSITION TO BE TELLING YOUR STORY ALONGSIDE MEMBERSHIP, FINANCE AND OTHER DEPARTMENTS...MAKE YOUR OWN SEAT AT THE TABLE