ruth pestana - amec · ruth pestana director, strategic planning & insights, kgra asia ketchum....
TRANSCRIPT
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Ruth Pestana DIRECTOR, STRATEGIC PLANNING & INSIGHTS, KGRA ASIA
KETCHUM
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The industry stats look positive
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But are we
really walking
the talk? How integrated is research
and measurement in comms
campaign development?
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Ask yourselves…
How often
does your firm/
your client’s firm
develop a data-driven
communications
strategy?
How frequently is
measurement data
used in decision-
making
in your firm/
your client’s firm?
1 2
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Creating a
virtuous
cycle
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Improvement in reputation if performance of
all three key messages increased by 1-point
KGRA recommended that CC focus on improving the
performance of the three key messages of trusted,
innovative & visionary to close the reputation gap
between CC and its competitors
CC Mayo JH
0.3
8.4 9.0 8.9 8.7
A data driven strategy
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Now how do we drive this further?
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Rachana Panda CHIEF COMMUNICATIONS OFFICER & CIT IZENSHIP LEADER, GE SOUTH ASIA
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Empowering Communities
• Nurturing relationships with influencers in the region to create a social impact and effectively driving community engagement initiatives
GE’s Diesel Locomotive Factory – A $2.6 B project
Target: 1000 locomotives over a 10 year period
Location: Marhaura block District: Saran State: Bihar Country: India
Fostering a cohesive
ecosystem
Understand regional
and on-ground
dynamics WHY? Liaison better with
new influencers
Highlight GE’s
commitment to
national growth
agenda
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Measurement based approach
Primary and Secondary
Research
Inclusive Community
Engagement Plan
Need Assessment Study
• Demographic
• Environmental
• Socio-economic
• Cultural
Stakeholder Mapping
Sampling and
Gap Analysis
Impact Assessment
More Data Analysis
FOCUS ON
RELEVANT
OUTCOMES
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POLITICAL FRAMEWORK
Local, State and Centre levels
INFRASTRUCTURE
No major industry setup Agrarian economy
SKILLING
Basic skill-set available Few women oriented courses
CULTURE DYNAMICS
Aligning expectations Adding economic value
Identify
immediate needs
Manage the
sensitivities
Influencer
engagement
• Establish fresh linkages • Route initiatives through
local bodies
• Awareness: Safe drinking water, sustainable irrigation
• Promote: Alternative renewable power
• Explore non-formal education programs
• Highly targeted programs • Making the campaign
meaningful
Issues Key tenets Proof points
Driving Communications Strategy
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Metrics based decision-making
Defining roles and responsibilities
Managing expectations at multiple levels
Targeting tangible results
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A culture that values metrics
In today’s world of Disruptions – Metrics bring credibility
RELEVANT AND PRIORITIZE
@ GE
Simplification of
Metrics
Align our
campaigns better
Data based
assessment
Highlight relevance
and gauge
scalability
Creating Proof
Points
Stronger influencer
outreach
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Aseem Sood CEO
IMPACT RESEARCH & MEASUREMENT, INDIA
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Real-time dashboards are often more harmful than they are beneficial
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Noah Lorang Data monkey at Basecamp
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Real-time dashboards are Invaluable
EXECUTION
STRATEGY
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MEDIA UNIVERSE TOUCHED
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News TILES
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Dashboard to help you consume news faster
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WhatsAPP Dashboard during Elections
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Matthew Stanton CEO – STRATEGY & CONTENT
ISENTIA
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Owned Data can inform Earned
•Know your ‘real’ Audience
•Know what content ‘engages’ your real audience
•Know what content ‘engages’ your desired audience
•Target your desired audience
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