sasha watson, arm, how research and measurement can be used to transform your ic strategy...

How Research & Measurement can be used to transform your IC

Strategy

Sasha Watson

Hello!

It all began in January 2014…

January 2014

• Director of Internal Communications.

• Everything, everywhere.

• Building the function from scratch.

• Systems and processes.

• Engaging leaders.

• Began to lay foundations.

ResearchTaking stock of the situation

Conducting research in three parts

• Talked to people. “What does good look like?”

• Looked at what had been done.

• Conducted a communications audit.

Comms AuditWhat we discovered

Vision.Mission.Stratgy

Leader Communication

ChannelsContentPreferencesDevices &

platformsOpinionsWhat to change in

IC

IC Strategy

Internal communications vision:

connecting people

Channel Strategy

Lay foundations, then get my house in order!

The Results Data-driven

Decision making

Constant reference guide

IC StrategyThe plan to get our house in order

Vision. Mission. Strategy

2014 / 2015Laying foundations

TeamARM

Corporate responsibil

ity

Corporate responsibil

ity

Corporate responsibil

ityCorporate responsibil

ity

Audienceinsight

Audience Understand

ing

Audience Understand

ing

Audience Understand

ingAudience

Understanding

Channels

Channels

Channels

Channels

Channels

Leadershipsupport

Leadershipsupport

Leadershipsupport

Leadershipsupport

Leadershipsupport

Content

Content

Content

Content

Content

Campaigns& events

Campaigns& events

Campaigns& events

Campaigns& events

Campaigns& events

Internal Communications Strategy at a Glance

All with measures of success

Feedback BehaviourData

How this had an impact

Did the research & measurement have an impact?

Building• Vision• Strategy• Relationships• Team credibility

Insight• Leadership• People• Culture• Priorities &

decisions

Connection

• Track progress / milestones

• My audience• People bought into a

strategy built on their feedback

ConclusionsCan research & measurement have an impact?

Well…We’ve been

shortlisted for an award!

A place at the right tables

Team has grown from 2 in January 2014, to 6 today!

£Budget

increase

Still not convinced?

It will make you look really good!