Monique Visintainer Sr. Executive Communications Manager Microsoft Corporation

Measure and Prove the ROI of Your Executive Communications

• Understand what, when and how to measure executive communications.

• Net out executive communications results and still tell an interesting story.

• Use measurement to have fruitful discussions with leaders.

• Create a year-end summary any executive will appreciate.

• Allows you to track and demonstrate ROI.

• Provides data to validate observations and recommendations.

• Enables you to have productive and sometimes tough discussions with your executive.

• Provides valuable feedback to improve communications efforts.

• Provides employees/stakeholders an opportunity to feel and be heard.

• What do you currently measure?

• What should you measure?

• When is the right time to measure?

• How do you measure?

• What are your sources?

• Things your executive cares about

• Employee sentiment

• Current and desired perception/s

• Results against what you planned

• Communications deliverables

As soon as you can!

• Surveys/Evaluations

• Focus Groups

• Social Media

• Anecdotal Feedback

• “Live” Polling

All Hands Reach Metrics • X in person attendees (Main location)

• X in person attendees (Remote locations if you have them)

• X online views (Webcast)

• X evaluations submitted (online survey)

Summary of observations Overall Experience and Results

• X

Keynote Main Story Points

• X

Key Learning

• X

Survey Comments:

Yammer Comments:

Percentage represented is Very Satisfied + Satisfied (Vsat + Sat) or Strongly Agree

+ Agree * This data is based on 6 evaluations submitted

Survey Question Score Satisfaction with content

Satisfaction with celebration of success

From this All Hands, do you understand our FY15 strategy?

From this All Hands, do you understand how you can

contribute to our strategy?

Satisfaction with videos

Satisfaction watching LIVE streaming media experience

Satisfaction watching ON DEMAND via streaming media

Yammer Feedback Score

Please vote! The July 9th Global All Hands was a valuable use of my time

Strongly Agree

Agree

Disagree

* This data is based on 13 total votes

Verbatim Comments: •X

Reach Metrics •X

Summary of observations: Overall Keynote Experience and Results •X •X •X Keynote Main Story Points •X •X •X Key Learning •X •X •X

Keynote Score

The speaker(s) was effective(Scale of 1-9)

The session subject matter was of interest (Scale of 1-9)

Panel Score

The speaker(s) was effective(Scale of 1-9)

The session subject matter was of interest (Scale of 1-9)

Social Networking Comments/Sentiment: •X

Don’t rely on

one channel,

one person,

or one result.

• Compare results to your plans/goals.

• Look for themes in scores/feedback.

• Identify alignment and misalignment with conclusions you have drawn.

• Flag information that supports feedback you want to give to your executive.

• Find what is working and areas of concern.

• Restate communications goals and approach.

• Include a summary of results.

• Based on learning, provide high level recommendations for next period.

• Present year-over-year messaging themes.

• Share next steps.

• Include summary details in appendix.

• Do not send YE summary in email.

• Meet face to face whenever possible.

• Prepare to be taken off topic.

• Stay focused.

• Give the ONE piece of coaching feedback that matters most.

• Ask for feedback on your performance and deliverables.

• Focus on internal audiences.

• Continue establishing (executive’s) leader voice.

• Create a consistent communications drumbeat.

• Positively influence perception of broader organization.

Executive Communications

Speeches

• X Internal Speeches reaching X people

• X External Speeches reaching X people

• Quarterly All Hands reaching X% of the

organization

• On average X% of survey respondents

rated speeches good or above

Emails

• X 1:many emails

• X emails to broader organization

• X emails to Director +

• X emails to small group

Videos

• X Total (X Podcasts - X Views)

• X recording consumption was X%

Organizational Communications

• Internal web properties maintenance

• Branding update

• Consistent LT communications drumbeat

and messaging

• Executive podcast/channel maintenance

• New hire experience updated

• Walking deck created and updated

quarterly

Net Takeaways (Examples)

• Align with your plan if possible

• Make it about more than numbers

• Comment about employee sentiment

• Comment about executive’s presence & voice

FY13 Key Learning and Takeaways

Main points in darker font

Important but not high priority points in lighter font

What should we Do Differently

1

What should we Start Doing

3

2

(Time Period) Plan – Desired impact/Outcome

Key communications deliverables

Anticipated or desired results

Key Milestones by Quarter

Q1 Q2 Q3 Q4

Planned Emails throughout each quarter (Reduce Adhoc emails)

Known milestones in darker font

Tentative and other related

milestones in lighter font (Other

communications deliverables

important but not directly related to

executive such as: organizational

marketing materials, web property

updates, etc.)

5

Planned activities only, does not include adhoc speech or video requests

6

Organization’s Strategy: • X Culture: • X People: • X Behaviors: • X Leadership Principles: • X Organization’s Story: • X Organization’s Vision: • X

Organization’s Strategy: • X Culture: • X People: • X Behaviors: • X Leadership Principles: • X Organization’s Story: • X Organization’s Vision: • X

Prior Year/Time Period Next Year/Time Period

• Complete draft of executive communications plan. • Review/finalize in (insert date)

• Finalize and begin leveraging comms request process.

• Complete organizational communications plan. • Aligned tightly with communities and culture efforts

Appendix Counts for in person reach are conservative estimates if exact count was unavailable.

10%

27%

47%

6%

2% 7%

1% Singapore All Hands

Americas All Hands

Q4 WW All Hands

Sr. Leader Event

Fargo All Hands

OBO All Hands

Training Intro.

Q4

1611 attendees

55%

2% 6%

21%

3% 11%

2%

People Celebration

July Keynote

Partner Summit

Internal All Hands

Internal All Hands

Sr. Leader Event

College Hire Event

Q1

596

70

911 attendees 20

20

125

30 15%

3%

82%

SLF: Keynote &

Panel

Internal Mgr All

Hands

Q2 WW All Hands688

Q2 125 20

833 attendees

8% 3%

50%

3%

18%

2% 7%

9%

Sr. Leader Event

FL All Hands

Q3 WW All Hands

Women's Breakfast

EMEA All Hands

GRC Summit

MOPR All Hands

WIT Coffee & Learn

Q3

1312 attendees

225

658

231

121

109 40

33

30 90

762

426

96 160

117 30

20

Counts include in person and online

16%

20%

22%

4% 3%

2%

1%

9%

2%

21%

People Celebration

Q2 WW All Hands

Q3 WW All Hands

EMEA All Hands

Q3 Leader Event

Women's Coffee Event

Singapore All Hands

Americas All Hands

Q4 Leader Event

Q4 WW All Hands

612

67

593

466

1,268 Attendees

539

276

106

90

45 40

19%

23%

58%

Seattle Keynote

Americas Partner Event

EMEA Partner Event

100

120

520 Attendees

300

Date Event Overall Score

Event Date Name of Event Speaker’s score on overall presentation/content

Event Comments

Event Name Comment summary, overall impressions from your observations and what you heard from

others for each event.

19%

57%

24%

Q3 Diversity &

Inclusion

Culture

What's Top of

Mind for Partners

94

230

77

Executive Channel (Podcasts)

• X Total Downloads

• X Average Rating (X total ratings)

• Viewers:

• Include insight on roles viewing

• Insight on where viewers are

from (geo mix)

Other Videos

• List out other videos you don’t

have reach for. Total Podcast Reach: 401

0

5

10

15

20

Q1 Q2 Q3 Q4

5 3

8

3

1

2

3

2

7

2

6

8

Smaller Group

Director +

Global Org.

Observations

• Communicated monthly to global

org. (except for Dec. and June)

• Volume of emails higher in H2

• Other interesting observations

13

17

13

7

Total: 50