A presentation about why measurement of internal communications is necessary for today's organizations.

1. An Inside Look at Internal Communications
Katie Delahaye Paine
CEO
Paine Publishing
measurementqueen@gmail.com
www.PainePublishing.com

2. Communications then and now
Traditional role 21st Century Role
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3. Welcome to the “I want what I want, not what
you send me” era (aka: “The Relationship Era” ®)
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4. Changes in communications
► Big data raises false hopes
► There is no market for your messages
► Impressions are not sales or
awareness
► Everyone is “media”
► Sentiment is overrated
► It’s not about the media, it’s about
your mission & what your
stakeholders do with the info when
you put it out there
► The Barcelona Principles
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5. How are you communicating?
 The majority of Americans get their news
from Twitter and Facebook
 Millennials rely on Instagram, Pinterest,
and Snapchat communications
 Gen X gets their information from
YouTube
 Older generations use the internet as a
tool for research, shopping, and banking
 E-mail is for old people
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6. 6
Just because you’ve “reached them” doesn’t
mean they’re aware, engaged, or motivated
 Awareness is worthless
unless someone takes
action
 Where’s the “So what?”
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7. Where are they getting the messages?
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8. “Likes” are not engagement
AdvocacyCommitmentTrial/Consideration
FollowersLikesImpressions
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9. There is ROI in good communications
 Companies that communicate effectively have a 19.4%
higher market premium than companies that do not
 Shareholder returns for organizations with the most
effective communications were 57% higher
 Communication effectiveness is a leading indicator of
financial performance
 Firms that communicate effectively are 4.5 times more
likely to report high levels or employee engagement
 Companies that are highly effectives communicators
are 20% more likely to report lower turnover rates
 (Source: Watson Wyatt Worldwide 2005/2006 Communication ROI
Study)
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10. The New Rules of Organizational Communications
 You aren’t in control
 Empower employees, rely on customers
 Enable the conversations—conversations are going on,
with or without you
 Spin is dead, long live transparency – you can’t fake it,
so be who you are and see who is pleased
 Social media must be a core competency for all
employees
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11. What are the excellent companies doing?
 They are 26 times more likely to make extensive use of
measurement
 They are 15 times more likely to benchmark
 What are they measuring:
 Productivity
 Behavior change
 Business outcomes
 Focus on continuous improvements
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12. Transparency: The cure for relationship problems
 Transparency increases trust
 Transparency is:
 Disclosing what you *have to* disclose
 Disclosing what you *want to* disclose
 Disclosing what you *do NOT want to* disclose, but
it’s the thing to do
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13. Principles of Excellent Communications
 Two-way symmetrical communication works best
 Comms participates in making strategic decisions
 Research is used for planning not just evaluation
 To define issues, relevant stakeholders, problems to
solve, appropriate strategies
 Communications takes place at 3 levels:
 1) Program
 2) Organizational
 3) Societal
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14. 6 steps to standards-compliant measurement
Step 1: Define the goal
What outcomes is this strategy or tactic going
to achieve? What are your measurable
objectives?
Step 2: Define the stakeholders
Who are you are trying to reach? How do your
efforts connect with those audiences to
achieve the goal?
Step 3: Define your benchmarks
Who/what are you going to compare your
results to?
Step 4: Define your metrics
What are the indicators to judge your
progress?
Step 5: Select your data collection tool(s)
Step 6: Use the data to make better decisions
Turn it into action, measure again
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6 Steps
to Success
1
2
3
4
5
6
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15. Step 1: Define the goals
 What return is expected? – Define in
terms of the mission.
 Define your champagne moment. – If
you are celebrating complete 100%
success one year from now, what is
different about the organization?
 SMART
Specific
Measurable
Attainable
Realistic
Timely
“No
resumption
of hostilities”
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16. Goals & Suggested Metrics
Engage as Owners
With Employees
• % increase in
“engagement score”
in pulse survey
• % increase in of
employees who
participate in extra
effort
action/volunteer
Improving
Perceptions &
Creating Advocacy
• % increase in awareness
of Acme Corp’s CSR
activities & community
involvement
• % of employees
agreeing that they have
a clear understanding
and are informed of
how work contributes
to achieving Acme Corp
goals.
• % change in ratio of
favorable to
unfavorable coverage &
conversations
Support the
business
• Adherence to budget
• % increase in revenue
per Communications
employee (by source
coding of revenue)

17. Goals, Actions, and Metrics
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Goal
Improve Customer
Satisfaction
Increase access to
highly qualified
candidates
Communications role
Drive employee
knowledge and
engagement with a
variety of
communications tools
Grow & improve
relationships with
mentors, teachers, and
other influencers
Outcome Metric
% increase in
employee retention
% increase in customer
satisfaction
% increase in highly
qualified recruits
Activity Metric
% employee
engagement in
communications
products
% improvement in
relationships with
influencers

18. Step 2B: Connect the dots
 How does a good relationship with each
group benefit your organization?
 What’s important to those stakeholders?
 What shapes their decisions?
Influencers?
Entertainment?
Media?
 What makes them act?
 How do your efforts connect with those
stakeholders to achieve the goal?
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19. Definitions of “Success”
 What’s the path?
Engage as Owners
Trust
Recommend
Cost savings
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20. Activity Metric
• % increase in participation
rates in CSR program
• % increase in message
understanding
• % increase in message
comprehension
• % increase in community
goodwill
• % reduction in recruitment
costs
• % reduction in employee
churn
Goals, Actions, and Metrics
Goal
Increase Employee
Engagement
Increase Advocacy
Support the business
Action
• Messaging events
• Leadership involvement
• Culture communications
• Connect & engage with
customers online
• External messaging
• Strategic communications
outreach
• Entertainment events
• International outreach to
support new markets
Outcome Metric
• % increase in employee
engagement
• % increase in desirable
employee sentiment
• % increase in belief in
Acme Corp as referred and
responsible brand
• % increase in advocacy
• % increase in desirable
customer engagement
• % increase in source coding
revenue per employee.
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21. Comparing messaging & sentiment across
channels
0
0.1
0.2
0.3
0.4
0.5
0.6
0
0.1
0.2
0.3
0.4
0.5
0.6
Q1 Q2 Q3 Q4
Positive Sentiment Across All Channels
News Social Media Employee
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22. -6
-4
-2
0
2
4
6
Jan Feb Mar Apr May June
% point change since last month
Share of desirable voice Share of undesirable voice
Unique visits to Website Engagement Index
Overview
Brand Metrics
-20
0
20
Jan Feb Mar Apr May June
% point change since last month
Share of desirable voice in biologics
Visits to UnderstandingBiologics.com
Share of desriable HepC voice
Share of undersirable voice in HepC
-10
0
10
Jan Feb Mar Apr May June
% point change since last month
Desirable Oncology SOV
Innovative positioning in media
Visits to specific URL
Innovation social engagement index
Perception of AbbVIe as Oncology leader
2222
-5
0
5
10
Jan Feb Mar Apr May June
% point change since last quarter
Ratings on trust
Employee knowledge of "Way We Work"
Understanding of Strategic Objectives
Reduction in Say/Do gap
Culture MetricsScience & Innovation Metrics
On-Market Products

23. Step 3: Establish benchmarks
 Peer data from Industry
Groups
 Past performance over time
 Measurement is a
comparative tool
 Whatever keeps senior
leadership up at night
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24. Step 4: Define your Kick Butt Index
 You become what you measure,
so pick your metrics carefully
 The Perfect KBI
 Is actionable
 Is there when you need it
 Continuously improves your
processes & gets you where you
want to go
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25. Activity Metric
• % increase in participation
rates in CSR program
• % increase in message
understanding
• % increase in message
comprehension
• % increase in community
goodwill
• % reduction in recruitment
costs
• % reduction in employee
churn
Goals, Actions, and Metrics
Goal
Increase Employee
Engagement
Increase Advocacy
Support the business
Action
• Messaging events
• Leadership involvement
• Culture communications
• Connect & engage with
customers online
• External messaging
• Strategic communications
outreach
• Entertainment events
• International outreach to
support new markets
Outcome Metric
• % increase in employee
engagement
• % increase in desirable
employee sentiment
• % increase in belief in
Acme Corp as referred
and responsible brand
• % increase in advocacy
• % increase in desirable
customer engagement
• % increase in source
coding revenue per
employee.
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26. Social Media Engagement Index
Action Score
Like/Follow/Opens/+1 0.5
Favorite or Opens or Views 1
Comment 1.5
Share content 2
Signs up to receive email or other owned content 2.5
Shares a link to an owned site 2.5
Total 1024
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27. Elements in an Employee Engagement Index
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Element Score
More likely to invest discretionary time 0.5
More likely to recommend to family & friends as a great
place to work
1
Greater understanding of organizational mission vision
& values
1.5
Greater understanding of key organizational messages 2
Lower retention rate 2.5
Lower recruitment costs 2.5
Total 10
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28. Step 5: Pick the right measurement tools
 If you want to measure messaging,
positioning, themes, sentiment:
Content analysis
 If you want to measure awareness,
perception, relationships, preference:
Survey research
 If you want to measure engagement, action,
purchase:
Web, Social, and E-Mail Analytics
 If you want predictions and correlations
you need two out of three of these tools
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29. Activity Metric
• % increase in participation
rates in CSR program
• % increase in message
understanding
• % increase in message
comprehension
• % increase in community
goodwill
• % reduction in recruitment
costs
• % reduction in employee
churn
Goals, Actions, and Metrics
Goal
Increase Employee
Engagement
Increase Advocacy
Support the business
Outcome Metric
• % increase in employee
engagement
• % increase in desirable
employee sentiment
• % increase in belief in
Acme Corp as referred and
responsible brand
• % increase in advocacy
• % increase in source coding
revenue per employee.
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Tools Required
• Intranet metrics, Banana
Tag (Email metrics)
sentiment analysis
• Pulse Survey
• Web Analytics
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30.  Ask “So What?” 3 times
 Rank everything from worst
performing to best performing
 Compare to last month, last
quarter, 13-month average
 Move resources from what
isn’t working to what is
working
 Be data informed, not data-
driven
Step 6: Research without insight is just trivia
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31. Photo Event
High Engagement Index
Resource Use
Low
High
Medium
Veryhigh
Level of Engagement
VeryHigh
Medium
High
Low
High Resources
Low Engagement Index
Low Resources
Webinar
Status update
Link
Ultimate
Road Trip
Google + Chat
Media Day
Corporate Video
What gets the most bang for the buck?
Resource Use
Low
High
Medium
Veryhigh
VeryHigh
Medium
High
Low
Webinar
Status update
Link
Ultimate
Road Trip
Google + Chat
Media Day
Corporate Video
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32. What Worked:
What Didn’t:
What we will do next:
Employee Communications Dashboard
Program YTD 2012 Q1 2013 YTD 2013
Increase in “engagement
score” in pulse survey
50 76 +26% 76 +26%
% increase in employees
proud to work with score
1% 2% +1 2% +1
% increase in of
employees who
participate in extra effort
action/volunteer
1% 2% +1 2% +1
% of employees agreeing
that they have a clear
understanding and are
informed of how work
contributes to corporate
goals
50& 76 +26% 76 +26%
% decline in Absenteeism 49% 30%  +19 30 +10
0
10
20
30
40
50
60
0
10
20
30
40
50
60
70
Jan Feb Mar Apr May June July Aug Sept October Nov Dec
Employee Engagement vs Sentiment Over Time
Employee Positive Sentiment Employee Engagement Index

33. What people are doing with metrics
 Saving over $2 million in IT costs
 Demonstrating communications impact on
organizational goals
 Ensuring consistency between external and internal
communications
 Demonstrating impact of employee engagement on
recruitment
 Demonstrating impact of employee engagement on
profits
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34. Want more Internal Comms knowledge?
 Check out the following articles we recently published in
The Measurement Advisor newsletter:
 “5 Steps to Measure and Improve Communications with Your
Employees”
 “Why You Need to Integrate Internal Communications Into Your
Measurement Dashboard Now”
 “Best New Communications Measurement Tool of the Month:
Bananatag”
 “The Essential Toolkit for Internal Communications Measurement”
Please note: Some articles in this list/the newsletter are premium content which
means they require a paid subscription to read. Get 30 days for free, then it’s
only $9.99 per month for complete access to all content! Details here.
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35. Thank You!
 For more resources on measurement, check out Paine
Publishing’s Measurement Mall
 For any questions, email me at
measurementqueen@gmail.com
 Follow me on Twitter: @queenofmetrics
 Follow Paine Publishing on Facebook
 Or call me at 1-603-682-0735
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