Driving the Road to success Performance Measurement of Siemens Communication for the World Energy Congress 2013

Transcription

1 Driving the Road to success Performance Measurement of Siemens Communication for the World Energy Congress Fachtag Kommunikations-Controlling,, Frankfurt/Main Dr. Mark-Steffen Buchele & Dr. Heike Bernard Un Siemens AG 2013 All rights reserved. siemens.com/wec

2 The Road to Daegu A Global Energy Dialogue Awards WINNERLIST Page 2

3 Initial situation and objectives Communication strategy in short THE GOAL We strengthen Siemens as a thought leader for today s & tomorrow s energy world. 3 main communication channels Internal communication 6 Round Table discussions with energy experts from politics, science, industry around the globe 2 bloggers travelling each continent, pushing global discussions by examining the energy situation 1 study developing scenarios for Energy for different regions of the world Press activities Landing page Conference booth Social media Advertising Page 3

4 Initial situation and objectives Tasks and target areas Communication strategy Positioning Siemens as a thought and solutions leader for today s & tomorrow s energy world. Task: goal-oriented control of the overall concept on all channels involved Strategic: efficiency and effectiveness of integrated communication output Operative: channels performance from communicator and user perspective The success of the communication is measured in 4 target areas that build on each other. Draft and action plan Internal and external communication activities are integrated, coordinated in terms of timing and content, across departments and channels (1) Performance tasks Operational objectives - communication management Content & Messages (2) Knowledge (3) objectives (3) Siemens has Goals of perception (4) Goals of behavior Dialogue-oriented and open yet topic-centered communication Measures & Events Siemens is a. Page 4

5 Strategic consideration Value drivers relevant for control With which media do we reach our target groups and how well do we do this? Reach Which content and energy topics are used and to what extent? Topic relevance Which target groups generate new ideas and impulses? Content generation When compared, how much do the individual campaigns cost in order to reach our communication goals? Cost transparency Which campaigns made the best use of available resources to achieve the set goals? Cost efficiency Which target groups perceive Siemens as thought leader & to what extent do they do so? Thought leader image Which target groups make use of the interaction opportunities & to what extent do they do so? Dialogue intensity Page 5

6 Strategic consideration Frame of reference and key performance indicators Strategic level: Selective Performance Reports for management, with a focus on the overall communication Operative level: Monthly Performance Reports for the project team Thought leader image Content generation Cost transparency What do we invest in order to to perceive our communication tasks? INPUT RESOURCES assignment of personnel expenditure Cost efficiency How well do our processes run? INTERNAL OUTPUT process efficiency quality OUTPUT Reach Topic relevance Dialogue intensity What do we communicate strongly? Which content is used and how? EXTERNAL OUTPUT reach content availability & visibility of content to target groups What do the target groups know? DIRECT OUTCOME perception & use of WEC related media knowledge about the messages & measures What do the target groups think and how do they behave? OUTCOME INDIRECT OUTCOME opinions attitudes emotions regarding the campaign & the company; behavioral disposition behavior How do we contribute to value creation? OUTFLOW ADDED VALUE Impact on strategic and/or financial target values (performance process) Impact on tangible and/or intangible assets (capital formation) ORGANIZATION MEDIA/ CHANNELS REFERENCE GROUPS ORGANIZATION Page 6

7 Results and value creation Sample reporting for the KPI Reach With which media do we reach our target groups and how well do we do this? Reach individual channel analyses illustrate success or a need to adjust At crucial stages of the campaign, with a focus on achieving goals the channels used are considered in relation to each other and compared... summing up, management and the project team are regularly supplied with actionable information in various reporting formats. Page 7

8 Contact Dr. Mark-Steffen Buchele, CEO Nadin Ernst, Consultant Dr. Heike Bernard, Project Manager Jan-Peter Schwartz, Corporate Vice President for Energy Communications Peterssteinweg Leipzig T: +49 (0) F: +49 (0) Sector Energy Freyeslebenstraße Erlangen T: +49 (9131) Page 8 November 2013 PR Report Awards / Schwerpunktkategorie Data, Research und Analyse