Paid, earned, shared & owned - getting insight from integrated communications measurement - presentation for Ebiquity at EACD 2014 Brussels

an Ebiquity company

“Paid, earned, shared and owned”Insight from integrated communications measurement

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“73% of CEOs think marketers lack business

credibility: they can’t prove they generate

business growth.”

“They keep talking about brand, brand values,

brand equity … (without) linking back to results

that really matter: revenue, sales, EBIT or even market valuation.”

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“The trouble with marketing and communications is that it is a little like the Americans and the British. They are separated

by a common language.”

Many comms professionals see the role of the marketer

as nebulous, worrying about branding, taglines and ‘fluffy stuff’ while their work is more

hard-hitting, defending corporate reputations against a 24/7 barrage of … scrutiny.”

To many marketers, PR represents a huge cost – often

carved from their budgets – with a seemingly impossible-to-

calculate return.

Too often marketing sees comms as a sub-set, who just sit there and bang out press releases. Or spin, as some marketers still insist

on calling it.

Their world is black and

white. Ours is a bit grey.

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Today’s exam questions

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• What gets in the way of all of your different components of communication working together?

• What strategies have you used to make the different parts work together?

• If you were starting out today with a blank sheet of paper, what kind of integrated measurement approach would you create? Think about structure, planning, metrics, reporting

1. Work together right from the start. Be partners

2. Agree and align KPIs as simple & understandable

3. Accept complementary impacts of different roles

4. Create a common lexicon and understanding

5. Don’t work in silos and live close to each other

6. Demonstrate value to the C-suite (CEO, CFO)

7. Keep comms lines open b/w corporate & marketing

8. Agree who controls which parts of social

9. Be prepared to be always “on”, 24/7

10.Don’t try to control everything that happens

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Ten ways be terrific

“The Brand function at P&G now encompasses brand

management; communication; consumer and marketing,

communications; and design.”

an Ebiquity company

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LONDON, EC2W 9AY

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