Monique Visintainer Sr. Executive Communications Manager Microsoft Corporation
Measure and Prove the ROI of Your Executive Communications
• Understand what, when and how to measure executive communications.
• Net out executive communications results and still tell an interesting story.
• Use measurement to have fruitful discussions with leaders.
• Create a year-end summary any executive will appreciate.
• Allows you to track and demonstrate ROI.
• Provides data to validate observations and recommendations.
• Enables you to have productive and sometimes tough discussions with your executive.
• Provides valuable feedback to improve communications efforts.
• Provides employees/stakeholders an opportunity to feel and be heard.
• What do you currently measure?
• What should you measure?
• When is the right time to measure?
• How do you measure?
• What are your sources?
• Things your executive cares about
• Employee sentiment
• Current and desired perception/s
• Results against what you planned
• Communications deliverables
As soon as you can!
• Surveys/Evaluations
• Focus Groups
• Social Media
• Anecdotal Feedback
• “Live” Polling
All Hands Reach Metrics • X in person attendees (Main location)
• X in person attendees (Remote locations if you have them)
• X online views (Webcast)
• X evaluations submitted (online survey)
Summary of observations Overall Experience and Results
• X
Keynote Main Story Points
• X
Key Learning
• X
Survey Comments:
Yammer Comments:
Percentage represented is Very Satisfied + Satisfied (Vsat + Sat) or Strongly Agree
+ Agree * This data is based on 6 evaluations submitted
Survey Question Score Satisfaction with content
Satisfaction with celebration of success
From this All Hands, do you understand our FY15 strategy?
From this All Hands, do you understand how you can
contribute to our strategy?
Satisfaction with videos
Satisfaction watching LIVE streaming media experience
Satisfaction watching ON DEMAND via streaming media
Yammer Feedback Score
Please vote! The July 9th Global All Hands was a valuable use of my time
Strongly Agree
Agree
Disagree
* This data is based on 13 total votes
Verbatim Comments: •X
Reach Metrics •X
Summary of observations: Overall Keynote Experience and Results •X •X •X Keynote Main Story Points •X •X •X Key Learning •X •X •X
Keynote Score
The speaker(s) was effective(Scale of 1-9)
The session subject matter was of interest (Scale of 1-9)
Panel Score
The speaker(s) was effective(Scale of 1-9)
The session subject matter was of interest (Scale of 1-9)
Social Networking Comments/Sentiment: •X
Don’t rely on
one channel,
one person,
or one result.
• Compare results to your plans/goals.
• Look for themes in scores/feedback.
• Identify alignment and misalignment with conclusions you have drawn.
• Flag information that supports feedback you want to give to your executive.
• Find what is working and areas of concern.
• Restate communications goals and approach.
• Include a summary of results.
• Based on learning, provide high level recommendations for next period.
• Present year-over-year messaging themes.
• Share next steps.
• Include summary details in appendix.
• Do not send YE summary in email.
• Meet face to face whenever possible.
• Prepare to be taken off topic.
• Stay focused.
• Give the ONE piece of coaching feedback that matters most.
• Ask for feedback on your performance and deliverables.
• Focus on internal audiences.
• Continue establishing (executive’s) leader voice.
• Create a consistent communications drumbeat.
• Positively influence perception of broader organization.
Executive Communications
Speeches
• X Internal Speeches reaching X people
• X External Speeches reaching X people
• Quarterly All Hands reaching X% of the
organization
• On average X% of survey respondents
rated speeches good or above
Emails
• X 1:many emails
• X emails to broader organization
• X emails to Director +
• X emails to small group
Videos
• X Total (X Podcasts - X Views)
• X recording consumption was X%
Organizational Communications
• Internal web properties maintenance
• Branding update
• Consistent LT communications drumbeat
and messaging
• Executive podcast/channel maintenance
• New hire experience updated
• Walking deck created and updated
quarterly
Net Takeaways (Examples)
• Align with your plan if possible
• Make it about more than numbers
• Comment about employee sentiment
• Comment about executive’s presence & voice
FY13 Key Learning and Takeaways
Main points in darker font
Important but not high priority points in lighter font
What should we Do Differently
1
What should we Start Doing
3
2
(Time Period) Plan – Desired impact/Outcome
Key communications deliverables
Anticipated or desired results
Key Milestones by Quarter
Q1 Q2 Q3 Q4
Planned Emails throughout each quarter (Reduce Adhoc emails)
Known milestones in darker font
Tentative and other related
milestones in lighter font (Other
communications deliverables
important but not directly related to
executive such as: organizational
marketing materials, web property
updates, etc.)
5
Planned activities only, does not include adhoc speech or video requests
6
Organization’s Strategy: • X Culture: • X People: • X Behaviors: • X Leadership Principles: • X Organization’s Story: • X Organization’s Vision: • X
Organization’s Strategy: • X Culture: • X People: • X Behaviors: • X Leadership Principles: • X Organization’s Story: • X Organization’s Vision: • X
Prior Year/Time Period Next Year/Time Period
• Complete draft of executive communications plan. • Review/finalize in (insert date)
• Finalize and begin leveraging comms request process.
• Complete organizational communications plan. • Aligned tightly with communities and culture efforts
Appendix Counts for in person reach are conservative estimates if exact count was unavailable.
10%
27%
47%
6%
2% 7%
1% Singapore All Hands
Americas All Hands
Q4 WW All Hands
Sr. Leader Event
Fargo All Hands
OBO All Hands
Training Intro.
Q4
1611 attendees
55%
2% 6%
21%
3% 11%
2%
People Celebration
July Keynote
Partner Summit
Internal All Hands
Internal All Hands
Sr. Leader Event
College Hire Event
Q1
596
70
911 attendees 20
20
125
30 15%
3%
82%
SLF: Keynote &
Panel
Internal Mgr All
Hands
Q2 WW All Hands688
Q2 125 20
833 attendees
8% 3%
50%
3%
18%
2% 7%
9%
Sr. Leader Event
FL All Hands
Q3 WW All Hands
Women's Breakfast
EMEA All Hands
GRC Summit
MOPR All Hands
WIT Coffee & Learn
Q3
1312 attendees
225
658
231
121
109 40
33
30 90
762
426
96 160
117 30
20
Counts include in person and online
16%
20%
22%
4% 3%
2%
1%
9%
2%
21%
People Celebration
Q2 WW All Hands
Q3 WW All Hands
EMEA All Hands
Q3 Leader Event
Women's Coffee Event
Singapore All Hands
Americas All Hands
Q4 Leader Event
Q4 WW All Hands
612
67
593
466
1,268 Attendees
539
276
106
90
45 40
19%
23%
58%
Seattle Keynote
Americas Partner Event
EMEA Partner Event
100
120
520 Attendees
300
Date Event Overall Score
Event Date Name of Event Speaker’s score on overall presentation/content
Event Comments
Event Name Comment summary, overall impressions from your observations and what you heard from
others for each event.
19%
57%
24%
Q3 Diversity &
Inclusion
Culture
What's Top of
Mind for Partners
94
230
77
Executive Channel (Podcasts)
• X Total Downloads
• X Average Rating (X total ratings)
• Viewers:
• Include insight on roles viewing
• Insight on where viewers are
from (geo mix)
Other Videos
• List out other videos you don’t
have reach for. Total Podcast Reach: 401
0
5
10
15
20
Q1 Q2 Q3 Q4
5 3
8
3
1
2
3
2
7
2
6
8
Smaller Group
Director +
Global Org.
Observations
• Communicated monthly to global
org. (except for Dec. and June)
• Volume of emails higher in H2
• Other interesting observations
13
17
13
7
Total: 50