ROI for ROI for online corporate communicationscommunications
H&H Web management round table30 September 201030 September 2010
ROI hl h t t b k ROI means roughly what you get back from what you put in
The challenge in corporate communications is to put a value on what you get back
R t O I t t q i t Return On Investment requires you to measure
T b bl t d tTo be able to measure you need to…
Know what you want to achieveySo that you can measure success
Have a baseline So that you know where you start
Measure changeSo that you know if you’re making progress
Set a value to your measurements
What is the overall objective for online bjcorporate communication?
B i C i ti OnlineBusiness strategy
Communication strategy
Online communication
strategy
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Th d i d t tThe derived strategy
How many have a strategy for the total online communication?
Online
Website strategy
Business strategy Communication strategy
Online communication
strategySocial media
strategy
59 % of companies lack a t t i l f i l 41% HAS a strategic plan for social
media** Source: 2010 Digital Brand Expressions Social Media Survey (n=31)© 2010 Digital Brand Expressions, L.L.C.
% S astrategic plan
© 2010 Digital Brand Expressions, L.L.C.
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PR W k C Di t S 2009PR Week Comms Directors Survey, 2009
How has your role changed over the past five years?y g p y
67% said: ‘It is more strategic’
50% said: ‘I have broader responsibilities’50% said: ‘I have broader responsibilities’
34% said: ‘There are higher expectations’
What are the key challenges facing your company?
65% said: ‘Integrating comms across the business’65% said: ‘Integrating comms across the business’
57% said: ‘Communicating with diverse stakeholders’
43% said: ‘Executing an online strategy’
80 % f th l f i b d 80 % of the value of a company is based on intangible values
* Source: McKinsey study of underlying value of listed companies 2010
Obj ti lObjectives, examplesCorporate communications
Branding and corporate reputation
PressMaintain a good relation with media for good and g gcorrect coverageProvide journalists with material
CSRPresent the company’s ethical, social and environmental performance beyond the CR Report to analysts, customers, potential employees
IRMaintain a good relation with analysts for best long term valuation of the companyEnsure that shareholders get enough information online
HRHRRecruitment tool – to advertise open positions and get applicantsEmployer branding – to attract talent
C t b di d t tiCorporate branding and reputation
Corp branding/reputation and perception mgmtp g p p p gIntegrated communication to promote the corporate brand to the corporate stakeholders and to support the individual target groups
Not only the company nameBrandsKey persons and their reputationKey persons and their reputationSponsoringAssociation with other companies, brandsetc
How to measure ROI?How to measure ROI?
The “true” perception of the company
E l B d tiExample – Brand connections
Saab Automobile
Action: Brand positioning through brand association
Keywords: Saab BMW Mini EnginesKeywords: Saab, BMW, Mini, Engines
Assumption: Value of brand association to BMW is more valuable than association to GMvaluable than association to GM
E l f KPI’Example of KPI’sReputation
SERP measurement on key concepts
PressPressNumber of viewers on all servicesActivity connected to content (blog posts, retweets) as well as their sentiment
Corporate social responsibilityPerception
Investor relationsInvestor relationsKey visitor activityDownload s and activity in general
CCareerPerception in key visitor group
How do YOU measure and calculate ROI?
For more information:Staffan [email protected] @+46 709 71 12 12Helena [email protected]+44 7540 914 641