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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 FinancialAnalysts 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

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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


http://forumdavos.com/sites/default/files/ppt/y.robins