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ROI Demonstrating the Value of Meetings, Part 1
Presented by
Todd Hanson
Moderated by
Tyler Davidson
June 13, 2012
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ROI: Demonstrating the Value of Meetings, Part 2 Wednesday, June 27, 2012 1:00 PM EDT, 12:00 PM CDT, 11:00 AM MDT, 10:00 AM PDT
Presented by: Todd Hanson
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• Learn the Phillips ROI MethodologyTM, the world’s most widely
accepted measurement process
• Credibly measure the results of events at Level 1:
Reaction/Satisfaction; and Level 2: Learning
• Develop simple measures and effective survey questions
• Create a comprehensive data collection plan
• Learn the key elements of an executive summary and action plan to
present to key stakeholders.
Learning Objectives
Presented by
Todd Hanson, CPIM, CRP
President and Founder
Catalyst Performance Group, Inc. [email protected]
Today’s Speaker
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ROI Demonstrating the Value of Meetings, Part 1
Presented by Todd Hanson, CPIM, CRP President and Founder
Catalyst Performance Group, Inc. ROI of Engagement Resource Center
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Who is ROI of Engagement?
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We Lost the Battle
BUSINESS
TOOL BOONDOGGLE
The
Rules
Changed!
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The Complete Cycle
Design
Fulfillment Results
Measurement
In which phase do you spend
your time?
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The New Normal
Smart companies… are embracing accountability and transparency
• Meetings and Events
• Incentives
• Rewards and Recognition
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Why Measure Results
Defend
Justify
Accountability
Continuous Improvement
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ROI MethodologyTM
Process refined over a 25-year period
5,000 impact studies per year
200 case studies published
4,000 individuals certified
50 ROI books
Professional network
Adopted by over 3,000 organizations in manufacturing, service, non-profit, and government settings
More than 50 countries
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ROI Methodology
Compliments ROI Institute
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ROI Methodology
Five Evaluation Levels
Compliments ROI Institute
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Compliments ROI Institute
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ROI Process Model
Compliments ROI Institute
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ROI Methodology
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Reaction/Satisfaction Objectives
Reaction objectives are critical in the measurement chain
because they:
• Describe expected immediate satisfaction with the
meeting
• Describe issues that are important to the success of the
meeting
• Provide basis for evaluating the beginning of the
measurement chain of impact
• Place emphasis on planned action, if feasible
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Reaction/Satisfaction Objectives
The best reaction objectives:
• Identify issues that are important to meeting success
• Are attitude-based, clearly worded, and specific
• Underscore the linkage between attitude and the
success of the meeting
• Represent a satisfaction index from a key stakeholder
group
• Have the capability to predict meeting success
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Reaction/Satisfaction Objectives
After this session, participants should have positive ratings on:
Satisfaction with content
Satisfaction with delivery
Satisfaction with organization of material and session
Content consistent with description
Presenter knows material
Content is relevant and useful
Participants were actively engaged
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Learning/UnderstandingObjectives
Learning/Understanding objectives are critical in the
measurement chain because they:
• Communicate expected “take-aways” from the meeting
• Describe what participants know as a result of the
meeting
• Provide basis for evaluating initial success of the
meeting
• Focus on what participants know how to do as a result
of the meeting
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Learning/Understanding Objectives
The best reaction objectives:
• Describe specific information and individuals
• Describe behaviors that are observable and measurable
• Are outcome-based, clearly worded and specific
• Specify what the participant must do (not know or
understand) as a result of the meeting
• Specify a degree or level of proficiency that is necessary
to perform skill
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Five Types of Learning Objectives
Five types of learning objectives are:
• Information — Familiarity with terms, concepts,
processes
• Knowledge — General understanding of concepts,
processes, etc.
• Skills — Ability to demonstrate the skill (at least at a
basic level)
• Perceptions — Beliefs or opinions bases on learning
something new
• Contacts — New acquaintances who may be valuable in the future
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Sample Learning Objectives
After this session, participants should have positive ratings on:
Understand ROI Methodology
Can create simple Level 1 and Level 2 Measures
Participants questions answered well
Instructional format and design facilitated learning
Materials and handouts facilitated learning
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Getting Started
Creating a Data Collection Plan
A Case Study
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Creating a Results Driven Meeting
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The Great Recession
∆Why do we run these events?
∆Do they pay off?
∆Should we continue them?
∆If so, how should they look?
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Allsante Encounter Objectives
• Increase sales & profits in specific geographic markets
• Fully engage selected channel partners with the company’s brand, products and personnel
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Audience
• 50 Targeted Health Insurance Brokers in GA and LA – Brokers currently under contract – High growth potential
• Allsante Personnel – Corporate Leadership – Sales Management – Sales – Department Heads – Service Personnel
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Strategy
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Data Collection
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Data Collection Plan
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Real-Time Evaluation Assess Messaging Speaker Evaluation Content Evaluation
DESIGN
Diagnostic Identify Gaps
Identify Barriers Define Opportunities
BULLETPROOF MEETINGS
Maximize ROI with Data-Driven Insight
Pulse Benchmark/Baseline Validate Objectives
Post-Event Evaluation Reaction/Satisfaction
Planned Action Learning
ROI Application/Implementation
Business Impact Return on Investment
Discovery Clarify Objectives Audience Needs
Audience Expectations
EVENT MEASUREMENT
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Designing a Communication Plan
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Communication Model
Establish Objectives
Select Audience
Develop Content
Select Media
Present
Analyze Feedback
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Impact Report Content
• General Information
• Methodology
• Results
• Barriers and
Enablers
• Conclusions and
Recommendations
• Exhibits
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Action Plan Development
• Review Raw Scores
• Identify Barriers and
Enablers
• Extract Recurring
Themes
• Develop Draft Action
Plan
• Collaborate with Key
Stakeholders
• Finalize Action Plan
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Virtual Edge Summit Case Study Educate/Improve
Attendees/Leadership
Develop Content
Impact Report/Research
Paper
Present/Publish
Analyze Feedback
For a sample Impact Report, [email protected]
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Review
• Learn the Phillips ROI MethodologyTM.
• Credibly measure the results of events at Level 1,
Reaction/Satisfaction and Level 2, Learning.
• Develop simple measures and effective survey
questions.
• Create a comprehensive data collection plan.
• Learn the key elements of an executive summary and
action plan to present to key stakeholders.
Presented by
Why Measure Results?
Defend
Justify
Accountability
Continuous Improvement
Presented by
Q&A
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Resources
• MPI
• Linked In - ROI Network and CMM
• ww.roiofenagement.com - Case studies, white papers, articles
• www.roiinstitute.net
• Books – Show Me the Money – Phillips
– ROI of Meetings and Events – Phillips
• Twitter/ROIofEngagement
• ROI Certification
Presented by
A New Day with Results Measurement
Todd Hanson, CPIM, CRP President and Founder
Catalyst Performance Group, Inc. ROI of Engagement Resource Center
Presented by
Bonus Resource
Top Ten Ways to Increase ROI
1. Align the Meeting to a Business or Organizational Need
2. Ask a Key Question: What Do You Want Them to Do?
3. Set Objectives for Reaction, Learning, Application, and Impact
4. Communicate Expectations to Participants
5. Decide on the Levels of Evaluation
6. Explain the Purpose of Evaluation
7. Review Data Collection
8. Make Follow Up Data Collection Easy
9. Use Many Techniques to Increase Response Rate
10. Share the Data
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Bonus Resource
Increasing Response Rates Provide advance communication
Clearly communicate the reason for the questionnaire
Indicate who will see the results
Show how the data will be integrated
Keep the questionnaire simple and brief
Make it easy to respond
Use one or two follow-up reminders
Have the introduction letter signed by a top executive
Enclose a giveaway item with the questionnaire
Provide an incentive for quick response
Send a summary of results to target audience
Distribute questionnaire to a captive audience
Consider an alternative distribution channel
Have a third party gather and analyze data.
Use the local manager to help distribute the questionnaires and show support
Let the target audience know that they are part of a carefully
selected sample
Design questionnaire with a professional format to attract
attention
Let participants know what actions will be taken with the data
Provide options to respond
Use a local coordinator to help distribute and collect
questionnaires
Frame questions so participants can respond appropriately
and make the questions relevant
Communicate the time limit
Consider paying for the time it takes to complete the
questionnaire
Review the questionnaire at the end of the formal session
Carefully select the survey sample
Allow completion of the survey during work hours
Add emotional appeal
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Questions?
Todd Hanson, CPIM, CRP President and Founder
Catalyst Performance Group, Inc. [email protected]
Tyler Davidson
Chief Content Director Meetings Focus
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Presented by: Todd Hanson
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