Measurement Hour October 27th, 2016 Katie Delahaye Paine, CEO Paine Publishing
Business Goal Comms Objective Activity Metric Outcome Metric Reposition the company
• Improve/change perceptions around our brand
• % increase in key message penetration
• % increase in share of desirable voice
• % increase in engagement with new content
• % increase in consideration and preference
Increase market share
• Increase the marketable universe
• Increase considerations & preference for brand or product
• % increase in share of desirable voice
• % decrease in share of undesirable voice
• % increase in share of engagement relative to the competition
• % increase in marketable universe
• % increase in people preferring or considering the rand.
Reduce reputational risk
• Restore/improve reputation
• % decrease in share of undesirable voice.
• % decrease in negative messaging
• % improvement in trust scores and/or reputation index
Increase stock price
• Improve leadership reputation
• Increase awareness of what we do
• % reduction in cost per message communicated
• % increase in perceptions of “well managed”
• % increase in perceived value relative the competition
PUBLIC AFFAIRS DASHBOARD
Sales Target Risk Reduction New Market Share
Increases Brand Awareness, Reduce Sales Cycle
Increase Trust, Reduce Threats
Expand the Marketable Universe
Bench-mark
Current Goal Bench-mark
Current Goal Bench-mark
Current Goal
% increase in share of desirable voice
8.9% 8.9% 10% % Decrease in undesirable Share of Conversation
10% 12% 8% % Increase in stakeholder awareness
10% 9% 20%
% decrease in share of undesirable voice
3.1% 2.1% <3% % Decrease in stakeholders not aware
21% 21% 7% % Increase in online engagement on issue % Increase in in-bound requests for information
10% 5% 15%
% increase in awareness
11% 11% 13% % increase in Trust scores
50% 45% 75% 0 100 500
Below Target
At Risk
On Target
0
5
10
15
20
25
30
35
40
45
50
1
2
3
4
5
6
QUARTERLY SUMMARY
Goal
Baseline
Last Quarter
This Quarter
Employee Engagement Quadrant: 1. Discretionary Effort 2. Commitment 3. Overall Satisfaction
Brand Communication Quadrant 1. % increase in opportunity to see a
message 2. % increase in stakeholders hearing a
message 3. % increase in stakeholders believing a
message
Innovation Communication Quadrant 1. % increase in
opportunity to see a message
2. % hearing a message 3. % believing a message Brand Ambassador Quadrant
1. Extent to which they disseminated messages
2. Engagement Score 3. % Understanding Strategy
Smart Quadrant 1. Extent to which they
disseminated messages 2. Score on Employee Engagement 3. % Understanding Strategy
Channel Engagement/Participation Quadrant 1. % of high level engagement
16 Special thanks to Montclair State University's Graduate Program for
sponsoring this month's Measurement Hour!
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