Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Most Valuable Platforms Research Deck

1.898 Aufrufe

Veröffentlicht am

Burson-Marsteller, in partnership with Penn Schoen Berland (PSB), interviewed business decision-makers about the value and challenges of various platforms – specifically conferences and events, corporate awards and rankings, and digital and social channels. Our research sought to identify which platforms are most relevant today, and which emerging platforms companies are gravitating toward to reach and influence stakeholders in the future.

Veröffentlicht in: Business
  • If you’re struggling with your assignments like me, check out ⇒ www.HelpWriting.net ⇐.
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • A professional Paper writing services can alleviate your stress in writing a successful paper and take the pressure off you to hand it in on time. Check out, please ⇒ www.WritePaper.info ⇐
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • You have to choose carefully. ⇒ www.HelpWriting.net ⇐ offers a professional writing service. I highly recommend them. The papers are delivered on time and customers are their first priority. This is their website: ⇒ www.HelpWriting.net ⇐
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • $40/day Cash-Only Surveys ▶▶▶ https://t.cn/A6ybK1ra
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • If you want to enjoy the Good Life: making money in the comfort of your own home with just your laptop, then this is for YOU...  http://t.cn/AieXAuZz
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Gehören Sie zu den Ersten, denen das gefällt!

Most Valuable Platforms Research Deck

  1. 1. Most Valuable Platforms (MVP) Study Executive Summary & Research Findings May 2017
  2. 2. About Most Valuable Platforms (MVP) Methodology: The research was both quantitative and qualitative, including an online survey of 300 vice presidents and above (“business decision-makers”) from large (10,000+ employees or $5 billion+ in revenue) and mid-sized enterprises (1,000 - 9,999 employees or $500 million – $4.9 billion in revenue) and eight in-depth-interviews (IDIs) that delved deeper into the quantitative findings. The online survey was conducted between June 8 and June 17, 2016. The IDIs were conducted between October 14 and November 15, 2016. Burson-Marsteller, in partnership with Penn Schoen Berland (PSB), interviewed business decision-makers about the value of and challenges associated with executive visibility platforms—specifically conferences and events, corporate awards and rankings, and digital and social channels. Our research sought to identify which executive visibility platforms are most relevant today, and which emerging platforms companies are gravitating toward to reach and influence stakeholders in the future. 2
  3. 3. Key Insights Increasedchoiceisdrivingconfusion: Business and communications executives think events, awards and rankings, and digital platforms are all important, but struggle to prioritize where to spend time and money. Most do not feel sufficiently well-informed about the options to make strategic decisions. In fact, on average, one in four respondents say they only “kind of understand” the executive visibility platforms available to them. In the survey results, many tied for the top spots, perhaps indicating that the sheer volume of options and lack of strategic approach has led to challenges in prioritization. Measurementisad-hocandunder-resourced: Decision-makers and communications professionals want a more structured and systematic approach to determine Return on Participation (ROP), but often lack the resources to do this or don’t know where to begin. Respondents believe measuring success is as much art as science; what is important to one person or department may not be important to another. Salesleadsaredefaultsuccessmetrics: In the absence of better and more relevant indicators, sales activity is the default metric used by business leaders to gauge the value of different platforms. Decision-makers and communicators recognize there are other, less tangible benefits, but need assistance to identify specific objectives and measures of success. Futuremostvaluableplatformsdifferfromtoday’s: Respondents see CEO summits and councils as important conferences and events today, but think technology, women’s and ideas-focused conferences are gaining importance. Corporate reputation, workplace and CEO awards and rankings are seen as important now; however, opportunities related to innovation, diversity and sustainability are expected to increase in importance in the coming years. Increasingfocusondigitalplatformsand“owned”events: Moving forward, decision-makers and communicators want to be more active on digital platforms. Also, recognizing the opportunities in creating their own branded channels, many want to host their own events rather than participate in third-party conferences. CEOshavemarkedlydifferentpriorities: When it comes to choosing platforms, CEOs are more concerned about visibility, thought leadership and connecting with multiple stakeholders, while decision-makers and communicators are more focused on clients or customers and new commercial opportunities. In measuring ROP, CEOs value impact on reputation over sales generated, whereas other decision-makers prioritize sales and number of new business leads generated. 3
  4. 4. Choosing the Right Engagements What sources do you use to determine if a conference/event is valuable before attending? Please choose all that apply. What sources do you use to determine if a corporate reputation award/ranking is valuable or influential? Please select all that apply. 53 43 45 53 45 53 56 64 0 20 40 60 Competitor participation Word of mouth Peer recommendation Executive’s mention or recommendation 41 38 35 38 37 41 43 43 0 10 20 30 40 50 60 Competitor participation Past experience Prestige of sponsor/host Executive's mention or recommendation Large Enterprise Mid-Size Executive recommendations carry significant weight in determining the value of attending a conference or event, especially for large enterprises. Mid-size enterprises place equal weight on their executive’s recommendation and the participation of their competitors. Other factors are almost equally important, suggesting that those responsible for consulting with executives need to be prepared with a great deal of information about these opportunities. “If it’s important to the executive, we’ll find a way to do it.” - CCO TopSourcesforDeterminingValueofa Conference/Event(Overall%) TopSourcesforDeterminingValueofa CorporateAward/Ranking(Overall%) 4
  5. 5. Choosing the Right Engagements 5 When deciding on conferences and events for your C-suite executives to attend, how important is each of the following to your decision? When deciding on which awards/rankings you would consider applying for, how important is each of the following to your decision? Which of the following are the most important reasons for your company to engage on digital platforms? “VeryImportant”Decision-MakingFactors ReasonstoEngageonDigitalPlatforms CONFERENCES AND EVENTS Top 7 - Ranked by Overall (%) Overall Networking opportunities with customers/clients 60 Relevant agenda 59 Networking opportunities with influencers 58 Audience attending conference/event 55 Aligns with our company’s aspirations 53 Ability to create and distribute thought leadership related to the event 51 Provides practical guidance for our business 50 CORPORATE AWARDS/RANKINGS Top 7 - Ranked by Overall (%) Overall Is relevant to our clients/customers 54 Important within our competitive set/ our competitors are ranked 47 Reaches multiple important audiences/stakeholders 46 Helps with recruitment and retention 46 Issued by a top tier publication or organization 45 Leads to additional opportunities 45 Typically awarded to prestigious companies 44 ALL CHOICES SHOWN Ranked by Overall (%) Overall Raising profile of your company 44 Networking with customers/clients 41 Positioning CEO as a leader/influencer 41 Being relevant in the industry 39 Networking with influencers 38 Attracting and/or retaining talent 36 Ability to demonstrate thought leadership 30 Learning 27 There is not a single key decision-making factor when it comes to choosing the most valuable opportunities. There are a number of important boxes that need to be checked, making choosing the right engagements challenging.
  6. 6. “I can’t say it’s a really great process. It’s one of these things that we always want to do better at.” – VP, Leadership Communications Current System for Measuring Return 6 Would you say you and/or your company has a formal or informal method of measuring return on executive participation in conferences and events, awards/rankings or engagement with digital platforms? (“Very formal” is top box) In your opinion, would it be valuable to have a formal method of measuring return on investment following participation in conferences and events, awards/rankings or engagement with digital platforms? Which of the following represent key challenges when measuring return on investment associated with participation in conferences and events, awards/rankings or engagement with digital platforms? 78 22 Yes No “Wouldit bevaluable to havea formal ROPprocess?” 29% “very formal” say they have a process for measuring Return On Participation 78% be valuable say it would to have a formal system.
  7. 7. 69 55 55 43 52 58 47 50 0 20 40 60 80 100 Digital platforms Conferences/events Awards/rankings Virtual events Large Enterprise Mid-Size Where to Engage Now and in the Future Generally speaking, how important is it for your company and your company’s C-suite executives to engage with each of the following? Thinking about the future, how important will it be for your company to actively engage with each of the following in the next 2 years? 77 75 67 77 73 61 0 20 40 60 80 100 Conferences/events Digital platforms Awards/rankings Large Enterprise Mid-Size A majority of respondents think engaging with all three types of platforms is very important. CEOs, however, are more likely than other business decision-makers to view them as very important, both now and in the future. According to respondents, it will still be important to engage with these platforms in the next two years, along with virtual events. Company-sponsored events are also expected to gain in importance. Importanceofengagingwithnow: (showing“veryimportant”%) Importanceofengagingwithinnext twoyears: (showing“veryimportant”%) 7 49 41 Events sponsored by your company Changeinimportanceinnext twoyears: (showing“muchmoreimportant”%) CEOs: 90% Others: 70% CEOs: 75% Others: 60% CEOs: 89% Others: 67% CEOs: 69% Others: 56% CEOs: 63% Others: 46% CEOs: 62% Others: 55%
  8. 8. Key Challenges: Conferences & Events Coordinating executives’ schedules proves to be the key challenge for all business decision-makers, making choosing the right engagements critical to make the most of their limited time. Which of the following, if any, is most challenging about your C-suite executives attending conferences and events? 11 12 13 14 19 31 0 5 10 15 20 25 30 35 Getting the support/buy-in from leadership Preparation time Coordinating and working with internal stakeholders Cost (resources and fees) Measuring return on participation (ROP) Executive availability Overall TopChallengesinAttendingConferencesandEvents(%) 8 Large: 13% Mid-Size: 9% Large: 9% Mid-Size: 15% I think it’s the time factor, more than anything else.” – VP, Leadership Communications
  9. 9. Key Challenges: Awards & Rankings 11 19 13 13 25 13 13 17 18 27 0 5 10 15 20 25 30 Coordinating and working with internal stakeholders Preparation time Getting the support/buy-in from leadership Cost (resources and fees) Measuring return on participation (ROP) Large Enterprise Mid-Size Which of the following, if any, is most challenging about applying to corporate awards/rankings? Determining a way to measure the return on applying for corporate awards and rankings would help both those at large and mid-size enterprises. While not the most challenging part of the process, the preparation time for those at mid-size enterprises proves difficult as well. TopChallengesinApplyingforCorporateAwards/Rankings(%) 9
  10. 10. 11 13 21 8 16 10 12 14 16 23 0 10 20 30 Coordinating and working with internal stakeholders Getting the support/buy in from leadership Preparation time Taking a point of view puts us in a difficult position as some topics are sensitive Measuring return on participation (ROP) Large Enterprise Mid-Size Key Challenges: Digital Platforms Which of the following, if any, is most challenging about your C-suite executives being regularly active on digital platforms? Similar to the challenges they face with awards and rankings, measuring the return on participation on digital platforms is the most difficult task for large enterprises, while for mid-size enterprises, it is preparation time. TopChallengesinEngagingonDigitalPlatforms(%) 10 “Metrics are really hard, especially in the social space. I definitely think we have to, as a company, establish the majority of those. I wish we could get more help. I mean, I’ll be honest. I’m always open and happy for any suggestions that we can get on metrics.” - MD, Marketing
  11. 11. Measuring ROP - Conferences & Events 42 33 33 31 31 20 27 31 31 36 26 27 0 5 10 15 20 25 30 35 40 45 Sales generated* Number of new business leads generated Informal feedback Executive’s satisfaction from participation Impact on CEO’s reputation Number of business connections formed Large Enterprise Mid-Size 39 33 30 29 27 26 25 24 39 29 19 29 31 27 27 27 0 5 10 15 20 25 30 35 40 45 Sales generated* Number of new ideas generated Number of business connections formed Impact on CEO’s reputation Number of new business leads generated Attracting or retaining talent Impact on company's reputation Ability to stay ahead of trends in the industry Large Enterprise Mid-Size How do you currently measure return on investment from the participation of C-suite executives from your company in conferences and events? Please choose all that apply. Looking ahead, how would you prefer to measure return on investment from the participation of C-suite executives from your company in conferences and events? Please choose all that apply. “Everything ties back to whether or not you’re generating revenue or generating awareness that leads to revenue.” – CCO Sales generation is the default metric currently considered for measuring ROP, but business decision-makers are open to using additional metrics moving forward. When examined more closely, CEOs tend to value impact on reputation over sales, more so than other decision-makers who favor commercial measures. TopCurrentMetricsforMeasuringROP(%) PreferredMetricsforMeasuringROPinFuture(%) 11 CEOs: 40% Others: 22% CEOs: 37% Others: 39%CEOs: 33% Others: 35% CEOs: 44% Others: 29% CEOs: 42% Others: 23% CEOs: 32% Others: 24%
  12. 12. Top Conferences & Events by Stated Importance Currently Important How would you categorize each of the following conferences and events? (Showing among Overall) CEO summits and councils are seen as important today, but respondents believe topic-focused events particularly technology, women’s and ideas-focused conferences are gaining in importance. 12 Rank Currently Important % Gaining Importance % 1 Bloomberg LIVE Events, hosted by Bloomberg Consumer Electronics Show, hosted by Consumer Technology Association 42 Aspen Ideas Festival, hosted by The Atlantic and The Aspen Institute Bloomberg Technology Conference, hosted by Bloomberg Milken Institute Global Conference, hosted by Milken Institute Events hosted by YouTube 28 2 AWS re:Invent, hosted by Amazon CEO Council events, hosted by The Wall Street Journal Microsoft CEO Summit, hosted by Microsoft 41 Fortune Most Powerful Women Summit, hosted by Fortune Events hosted by The New York Times Women in the World Annual Conference, hosted by Women in the World and The New York Times 27 3 Forbes Global CEO Conference, hosted by Forbes Events hosted by The New York Times WSJ ECO:nomics, hosted by The Wall Street Journal 40 Brainstorm E, hosted by Fortune Conference of the Parties (COP), hosted by United Nations Framework Convention on Climate Change Corporate Conference, hosted by Council on Foreign Relations Dreamforce, hosted by Salesforce Events hosted by LinkedIn Zeitgeist events, hosted by Google 26
  13. 13. Top Conferences & Events by Stated Importance, cont’d Currently Important How would you categorize each of the following conferences and events? (Showing among Overall)13 Rank Currently Important % Gaining Importance % 4 CEO Summit, hosted by Yale School of Management World Business Forum, hosted by World of Business Ideas 39 Annual Meeting at Davos, hosted by World Economic Forum AWS reInvent, hosted by Amazon Buttonwood, hosted by The Economist CERAWeek, hosted by IHS Markit FT Innovate, hosted by The Financial Times Sustainable Brands’ Annual Conference, hosted by Sustainable Brands Events hosted by Politico TEDGlobal, hosted by TED The Future Of: events, hosted by The Wall Street Journal (formerly known as Viewpoints Executive Breakfast Series) World Innovation Forum, hosted by World of Business Ideas 25 5 Annual Meeting at Davos, hosted by World Economic Forum APEC CEO Summit, hosted by Asia-Pacific Economic Cooperation Forbes Healthcare Summit, hosted by Forbes WSJ D.Live, hosted by The Wall Street Journal 38 APEC CEO Summit, hosted by Asia-Pacific Economic Cooperation BSR Conference, hosted by Business for Social Responsibility Forbes Healthcare Summit, hosted by Forbes GreenBiz Annual Conference, hosted by GreenBiz SXSW Conference, hosted by South By Southwest Techonomy Annual Conference, hosted by Techonomy Media Inc. World Retail Congress, hosted by Ascential World Water Week, hosted by Stockholm International Water Institute 24
  14. 14. Top Conferences & Events: Importance vs. Attendance How would you categorize each of the following conferences and events? (Showing among Overall) Which of the following conferences and events have you or other executives at your company attended, and which are you considering attending in the next year? (Showing among Overall) Currently Important % Have Neither Attended in the Past or Are Not Planning on Attending Next Year Gaining Importance % Have Neither Attended in the Past or Are Not Planning on Attending Next Year AWS re:Invent, hosted by Amazon 43 Aspen Ideas Festival, hosted by The Atlantic and The Aspen Institute 48 Bloomberg LIVE events, hosted by Bloomberg 38 Bloomberg Technology Conference, hosted by Bloomberg 39 Consumer Electronics Show, hosted by the Consumer Technology Association 41 Fortune Most Powerful Women Summit, hosted by Fortune 46 CEO Council events, hosted by The Wall Street Journal 36 Milken Institute Global Conference, hosted by the Milken Institute 47 Forbes Global CEO Conference, hosted by Forbes 39 Events hosted by The New York Times 41 Microsoft CEO Summit, hosted by Microsoft 33 Women in the World Annual Conference, hosted by Women in the World and The New York Times 44 Events hosted by The New York Times 41 WSJ ECO:nomics, hosted by The Wall Street Journal 40 Events hosted by YouTube 45 There is a disparity between which conferences and events business decision-makers say are currently important, which are gaining importance and which they have attended or plan to attend. This indicates a lack of strategy for getting where they want to be. A snapshot of how this is playing out among the stated top platforms: 14
  15. 15. Top Awards & Rankings by Stated Importance Currently Important How would you categorize each of the following conferences and events? (Showing among Overall) Corporate reputation, workplace and CEO awards and rankings are seen as important now; however, opportunities related to innovation, diversity and sustainability are expected to increase in importance in the coming years. 15 Rank Currently Important % Gaining Importance % 1 Fortune’s 100 Best Companies to Work For 47 Fast Company’s Most Creative People in Business 33 2 Forbes’ America’s Best Employers Fortune’s World’s Most Admired Companies 44 Glassdoor’s Highest Rated CEOs 29 3 Forbes’ World’s Most Innovative Companies 42 DiversityInc’s Top 50 Companies for Diversity Newsweek’s Top Green Companies in the World 26 4 Barron’s World’s Best CEOs Barron’s World’s Most Respected Companies Chief Executive Magazine’s CEO of the Year Forbes’ World’s 100 Most Powerful Women 40 Fast Company’s World’s Most Innovative Companies Forbes’ World’s 100 Most Powerful Women Glassdoor’s Best Places to Work National Association for Female Executive’s Top Companies for Executive Women 25 5 Dow Jones Sustainability Indices Fortune’s Businessperson of the Year 39 Corporate Knights’ Global 100 Most Sustainable Corporations in the World CR Magazine’s 100 Best Corporate Citizens 24
  16. 16. Top Awards & Rankings: Importance vs. Application How would you categorize each of the following corporate reputation awards/rankings? (Showing among Overall) Which of the following corporate reputation awards/rankings has your organization applied for and which are you considering applying for in the next year? (Showing among Overall) Currently Important % Have Neither Applied in the Past or Are Not Considering Applying Next Year Gaining Importance % Have Neither Applied in the Past or Are Not Considering Applying Next Year Barron’s World’s Best CEOs 44 DiversityInc’s Top 50 Companies for Diversity 48 Barron’s World’s Most Respected Companies 39 Fast Company’s Most Creative People in Business 58 Chief Executive Magazine’s CEO of the Year 42 Fast Company’s World’s Most Innovative Companies 46 Forbes’ Best Employers 37 Forbes’ World’s 100 Most Powerful Women 44 Forbes’ World’s 100 Most Powerful Women 44 Glassdoor’s Best Places to Work 46 Forbes’ World’s Most Innovative Companies 46 Glassdoor’s Highest Rated CEOs 55 Fortune’s 100 Best Companies to Work For 35 National Association for Female Executive’s Top Companies for Executive Women 51 Fortune’s World’s Most Admired Companies 37 Newsweek’s Top Green Companies in the World 52 Similar to conferences and events, the same trend of indicating certain awards and rankings are important but not applying for them is apparent among respondents. A snapshot of how this is playing out among the stated top platforms: 16
  17. 17. Current & Preferred Future Activity on Digital Platforms 64 69 72 73 81 0 20 40 60 80 100 YouTube Twitter Facebook LinkedIn Company website CurrentActivity (Activeatleastafewtimesaweek%) Overall 35 45 47 53 55 -10 10 30 50 70 90 Company website Twitter YouTube LinkedIn Facebook PreferredFutureActivity (%) Overall Company website Company website How active are your C-suite executives and/or CEO on the following digital/social platforms? That is, how often do they post content on the following platforms? Which of the following digital platforms would you like your C-suite executives/CEO to be more active on? Please select all that apply. A majority of executives are active on various digital platforms, and want to remain active in the future. 17 Large: 52% Mid-Size: 41% Large: 40% Mid-Size: 31% Large: 83% Mid-Size: 79% Large: 76% Mid-Size: 70%
  18. 18. Questions? Contact us at MVP@bm.com 18

×