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