presentation louis schorlemer vii debate eacd lisbon 2011
DESCRIPTION
Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, irão debater metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.TRANSCRIPT
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Communication and ROI
The impossible equation?
by Louis de Schorlemer
A modern fairy tail for the EACD Regional Debate in Lisbon on 19 May 2011
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In a kingdom called
Enterprise…
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There is a Master,
they named him…
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RETURN ON INVESTMENT
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Senior executives spend 24% of their time on measurement
Source: P. Argenti, 2006
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You better get ready and…
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Measure!
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Evolution of Measurement
DATA
OUTPUT
Counting
the past the future the present
Source: P. Argenti, 2006
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Sender OUTPUT
Focus of Measurement
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Output Measurement
• (Online) Media monitoring
–Advertising Value Equivalent
–Clippings
• IT Metrics
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Limits Measuring Output
• Focus on past resources
• Not predictive
• Isolation
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Evolution of Measurement
DATA
EFFECT OUTPUT
OUTPUT
Counting Analysing
the past the future the present
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Evaluating Efficiency
Influence on attitudes or consumer behaviour
• Satisfaction survey
• Internal feedback mechanism
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Working Mechanisms
ESOMAR
• Anonymous
• Volontary participation
• No invisible processing
www.esomar.org
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Back to Basics
Growing a favorable environment for sales
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Evolution of Measurement
DATA
EFFECT OUTPUT
EFFECT OUTPUT
OUTCOME
VALUE Counting Analysing Establishing Causation
the past the future the present
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Measuring Outcome
Linking communication to business results
• Revenue
• Earnings
• Market share
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A Menu for Success
Concrete implications measuring outcome
• The communications strategy
• The action plan
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The Right Tools
Facts
Reputation
Emotions
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Lean Instruments
• Tailor made solutions
• Focus on actionable data
• A matrix of indicators
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Dashboard of Indicators
• Frame of reference
• Progress rather than instants
• Weigthing categories of measure
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Some Magic
Familiarity
Favorability brand
Source: Ipsos Reputation Center, 2008
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The Happy End
Generating value for the organisation
• Measuring quality
• Mitigating risk
• Predicting behaviour