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October 21, 2015 Transcript of #CommsChat on IC and measurement

Last week we spoke about measurement, evaluation and internal communications with our very special guest Kevin Ruck from PR Academy. Here are some of the highlights.

  •  Measurement is absolutely the most important thing about IC, but infrastructure can hold us back from being able to measure
  •   It’s a tricky balance to find qualitative data without alienating the audience through endless surveys.
  •   Most of the companies I have worked with place great value on IC! But few analyze results.
  •  Q1 No, because not in most IC team’s self-interest to show that staff aren’t engaged or clear. Can’t be poacher and gamekeeper
  •  Measurement goes hand in hand with strategy. Which behaviour do we want to change?

 

 

  1.  

    Thats great! Metrics are a brilliant way to get leaders onboard. Simple dashboards that work!

  2.  

    Yup. Listening and responding better than hitting staff with ‘key messages’ and measuring ‘awareness’

  3.  

    Looking forward to getting hands-on with Newsweaver in next month or so…

  4.  

    generally, but takes a while to build those relationships and trust. Now I think they are more comfortable in sharing

  5.  

    exactly the approach is take – having the metrics is one thing, your strategy for sharing is another

  6.  

    Always good to check what the data you are getting is telling you and asking yourself what comms you might do differently

  7.  

    Have you been able to try out their video features. If so, how were they?

  8.  

    Do you generally get good data from f-2-f meetings with staff?

  9.  

    great for our dashboards which we are going to share with our leaders

  10.  

    . I’d love to know the answer to this as well! It’s also sparked my interest.

  11.  

    Use the numbers. If you’re asked to make a vid, and you have the metrics to show no one will watch it, show them!

  12.  

    really well so far. Had a few teething problems at first but worked with IS to resolve

  13.  

    Have any favourite you would suggest?

  14.  

    Definitely need to get better but changing behaviour slowly will achieve this

  15.  

    Yes, but implementing change is difficult. Any suggestions on gradual implementations?

  16.  

    How’s Newsweaver working out for you ?

  17.  

    T3: I’ve worked places & ran campaigns where it’s happened . Listening to staff matters more than campaign measurement

  18.  

    T3: I see a lot more use of IC dashboards now, they really are useful to track trends.

  19.  

    Also started to ask at the start of every project what are you hoping to achieve and then keep track

  20.  

    We’ve started to do this by using measurement tools such as newsweaver

  21.  

    T2: so that means going beyond outputs such as views to outcomes such as understanding, engagement and action

  22.  

    T1: No agree with on this re SoS. Big prob is that this is often seen as just a comms job. It isn’t

  23.  

    We use regular pulse checks to try and understand what’s happening across the org but support with f-2-f

  24.  

    T2: I think that research and measurement has to be linked to engagement and business objectives to show ‘effectiveness’.

  25.  

    T2 Link results or changed behaviours to IC activity.

  26.  

    . when you say ‘run’ do you mean the heads and directors are not IC people?

  27.  

    Some cracking tweets already on tonight. Keep em coming folks

  28.  

    T2 – it helps me more effectively reach teams in other locations/countries where the culture is different to my own

  29.  

    T2: useful to start with what you’re aiming to achieve; key part of strategy. Hard to measure right things without this

  30.  

    A2 setting objectives and measurement methods from outset during strategic planning and establishing clear points to evaluate

  31.  

    A2 – Know your audience. Research them, know their motivation and how they like to be communicated to.

  32.  

    . yes, the key is in the analytics and insights that help you plan comms to achieve your objectives

  33.  

    A2: annual surveys useful to some extent but need more regular research to understand behaviour change

  34.  

    All you and measurement lovers out there, don’t forget about , happening til 9pm

  35.  

    Measurement goes hand in hand with strategy. Which behaviour do we want to change?

  36.  

    . yes, it takes time to understand how to do the right research.

  37.  

    General question: Is when it comes to IC?

  38.  

    Think IC is still run mainly by non-IC people like HR or Marketing. Success based on activity, not metrics.

  39.  

    Q1 No, because not in most IC team’s self-interest to show that staff aren’t engaged or clear. Can’t be poacher and gamekeeper

  40.  

    Most of the companies I have worked with place great value on IC! But few analyze results.

  41.  

    . yes, we definitely need to focus more on outcomes that are linked to objectives to show real value.

  42.  

    A1 – At CommsGap, our clients are increasingly interested in the Metrics we can provide. especially on ‘engagement’ in dialogue

  43.  

    It’s a tricky balance to find qualitative data without alienating the audience through endless surveys.

  44.  

    ah yes the engagement survey rules! Time to focus more on the enablers of engagement and is one of them

  45.  

    Another good Twitter chat to join in on tonight!

  46.  

    Re why it’s not widespread, I find that people have budget for activity but then don’t put aside resource to measure the impact

  47.  

    Measurement is absolutely the most important thing about IC, but infrastructure can hold us back from being able to measure

  48.  

    I think it’s becoming more widespread, though still v. focused on outputs opposed to outcomes or outtakes

  49.  

    . agree, interest is growing and more measurement is done now

  50.  

    A1 – Not yet. Many still think your annual engagement survey is it! There is growing realisation of the value of metrics.

  51.  

    Good definition of and some of the topics being discussed in here:

  52.  

    no. I believe a lot of IC is SOS (send out stuff). I wrote an IC plan today with ?? under ‘evaluation’

  53.  

    I think it’s becoming more widespread. Not there yet but the interest in measuring is encouraging

  54.  

    Tweets for next hr taken over by talking about IC measurement

  55.  

    Heads up! High tweet volume coming your way – I’m participating in and you should too!

  56.  

    First question: Is measurement in IC as widespread as it should be? Why?

  57.  

    Good evening everyone, welcome to tonight’s – happy to be chatting around measurement and internal comms tonight


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