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

5

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.

6

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 Lindgrenstaffan.lindgren@halvarsson.seg @+46 709 71 12 12Helena Wennergrenhelena.wennergren@halvarsson.com+44 7540 914 641