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Presentation Louis Schorlemer VII Debate EACD Lisbon 2011

Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, irão debater metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.

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Presentation Louis Schorlemer VII Debate EACD Lisbon 2011

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  1. Presentation Louis Schorlemer VII Debate EACD Lisbon 2011 Communication and ROI The impossible equation?A modern fairy tail for the EACD Regional Debate in Lisbon on 19 May 2011 by Louis de Schorlemer

  2. In a kingdom called Enterprise… In a kingdom called Enterprise…

  3. There is a Master, they named him… There is a Master, they named him…

  4. RETURN ONINVESTMENT

  5. Senior executives spend 24% of their time on measurement Source: P. Argenti, 2006 Senior executives spend 24% of their time on measurement Source: P. Argenti, 2006

  6. You better get ready and…

  7. Measure!

  8. Evolution of Measurementthe past the present the future DATACountingOUTPUT Source: P. Argenti, 2006 Evolution of Measurementthe past the present the future DATACountingOUTPUT Source: P. Argenti, 2006

  9. Focus of Measurement Sender OUTPUT

  10. . Output Measurement• (Online) Media monitoring – Advertising Value Equivalent – Clippings• IT Metrics

  11. . Limits Measuring Output• Focus on past resources• Not predictive• Isolation

  12. . Evolution of Measurementthe past the present the future DATA OUTPUTCounting AnalysingOUTPUT EFFECT

  13. . Evaluating EfficiencyInfluence on attitudes or consumerbehaviour• Satisfaction survey• Internal feedback mechanism

  14. . Working MechanismsESOMAR• Anonymous• Volontary participation• No invisible processing www.esomar.org

  15. . Back to Basics Growing a favorableenvironment for sales

  16. . Evolution of Measurementthe past the present the future DATA OUTPUT EFFECT EstablishingCounting Analysing VALUE CausationOUTPUT EFFECT OUTCOME

  17. . Measuring OutcomeLinking communication to business results• Revenue• Earnings• Market share

  18. . A Menu for SuccessConcrete implications measuring outcome• The communications strategy• The action plan

  19. . The Right ToolsEmotions Facts Reputation

  20. . Lean Instruments• Tailor made solutions• Focus on actionable data• A matrix of indicators

  21. . Dashboard of Indicators• Frame of reference• Progress rather than instants• Weigthing categories of measure

  22. . Some MagicFavorability brand Familiarity Source: Ipsos Reputation Center, 2008

  23. . The Happy EndGenerating value for the organisation• Measuring quality• Mitigating risk• Predicting behaviour

  24. . Louis de SchorlemerLouis@schorlemer.eu +32 479 93 92 10

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