An approach to measurement at Dassault Aviation
Communication on Top Davos, February 9th, 2010
Yves ROBINS Senior VP External Relations & Corporate Communication
"A great part of the information obtained in war is contradictory, a still greater part is false, and by far the greatest part is of doubtful character" Karl von Clausewitz
The Environment
02/07/2009 - EACP
02/07/2009 - EACP
02/07/2009 - EACP
Consistency Cohesion Sales CEO Alter course
H.R.
FollowOwn the strategy staff Customer Internal sensor Alterperception the strategy Message adaptation External image 02/07/2009 - EACP
CFO
CEO
Purchase
Own staff FinancialAnalysts SupplierPerception evaluation Budget Follow-up Budget Justification No substitute to Com D 02/07/2009 - EACP
Strict requirements • • • • •
accurate, concrete and measurable Indicator’s assessment & definition sheets Stability & consistency : no change Reduced number and complexity iso: process, interpret, draw lessons, good practice
Indicator
A B C
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Indicator’s assessment sheet
Indicator definition sheet • • • • • • • • •
Indicator name Communication target to be measured Accurate definition of the measurement Computation method Frequency Person in charge of the measurement Indicator representation (figure, symbol, graphs,…) Indicator users (who needs to know ? ) Indicator frequency and release mode
The Toolbox • Methods – Polls & Barometers – Qualitative enquiries
• Volume indicators – Budgetary data (allocated, engaged, planned) – « Raw Communication Data »: number of …
• Signs Analysis – Semiology – Content Analysis – Association Analysis
• Economic Intelligence • The « Wind of the Time »
Competitive Market Issues Analysis: France (Nov 07 – Oct 08)
Competitive Market Issues Analysis: France (Nov 07 – Oct 08)
Our approach • Reduced human processing • Reduced number of indicators • Embedding the indicators at the earliest stage • Built-in indicators in the preliminary brief (online)
Towards a virtual communication plateau • A single base centralizing all data in real time • Automatically processing the results • Generating the data • Good practice for each action • Selective access according to function
Corporate Communication barometer – June 2009
General communication data Budget Communication Actions Press releases: 5 Newsletters: 2 Interviews: 7 Visits: 8
Alert ! Exhibitions
75 %
45 %
Regular data Web visitors
Press articles
Crisis risks
Average visitors June: 3.200 / day
Lyon
Memberships
New data Aerospace & EU
Exhibitions Paris Air Show: 550.000 visitors *** new potential buyers
Aerospace, key to economic growth
Background noise Politics
Economics
02/07/2009 - EACP Thales shares acquisition French Defense White Paper
The First Lessons
02/07/2009 - EACP