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ROI Demonstrating the Value of Meetings, Part 1

Presented by

Todd Hanson

Moderated by

Tyler Davidson

June 13, 2012

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ROI: Demonstrating the Value of Meetings, Part 2 Wednesday, June 27, 2012 1:00 PM EDT, 12:00 PM CDT, 11:00 AM MDT, 10:00 AM PDT

Presented by: Todd Hanson

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• Learn the Phillips ROI MethodologyTM, the world’s most widely

accepted measurement process

• Credibly measure the results of events at Level 1:

Reaction/Satisfaction; and Level 2: Learning

• Develop simple measures and effective survey questions

• Create a comprehensive data collection plan

• Learn the key elements of an executive summary and action plan to

present to key stakeholders.

Learning Objectives

Presented by

Todd Hanson, CPIM, CRP

President and Founder

Catalyst Performance Group, Inc. todd.hanson@catalystperformancegroup.com

Today’s Speaker

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ROI Demonstrating the Value of Meetings, Part 1

Presented by Todd Hanson, CPIM, CRP President and Founder

Catalyst Performance Group, Inc. ROI of Engagement Resource Center

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Who is ROI of Engagement?

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We Lost the Battle

BUSINESS

TOOL BOONDOGGLE

The

Rules

Changed!

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The Complete Cycle

Design

Fulfillment Results

Measurement

In which phase do you spend

your time?

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The New Normal

Smart companies… are embracing accountability and transparency

• Meetings and Events

• Incentives

• Rewards and Recognition

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Why Measure Results

Defend

Justify

Accountability

Continuous Improvement

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ROI MethodologyTM

Process refined over a 25-year period

5,000 impact studies per year

200 case studies published

4,000 individuals certified

50 ROI books

Professional network

Adopted by over 3,000 organizations in manufacturing, service, non-profit, and government settings

More than 50 countries

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ROI Methodology

Compliments ROI Institute

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ROI Methodology

Five Evaluation Levels

Compliments ROI Institute

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Compliments ROI Institute

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ROI Process Model

Compliments ROI Institute

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ROI Methodology

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Reaction/Satisfaction Objectives

Reaction objectives are critical in the measurement chain

because they:

• Describe expected immediate satisfaction with the

meeting

• Describe issues that are important to the success of the

meeting

• Provide basis for evaluating the beginning of the

measurement chain of impact

• Place emphasis on planned action, if feasible

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Reaction/Satisfaction Objectives

The best reaction objectives:

• Identify issues that are important to meeting success

• Are attitude-based, clearly worded, and specific

• Underscore the linkage between attitude and the

success of the meeting

• Represent a satisfaction index from a key stakeholder

group

• Have the capability to predict meeting success

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Reaction/Satisfaction Objectives

After this session, participants should have positive ratings on:

Satisfaction with content

Satisfaction with delivery

Satisfaction with organization of material and session

Content consistent with description

Presenter knows material

Content is relevant and useful

Participants were actively engaged

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Learning/UnderstandingObjectives

Learning/Understanding objectives are critical in the

measurement chain because they:

• Communicate expected “take-aways” from the meeting

• Describe what participants know as a result of the

meeting

• Provide basis for evaluating initial success of the

meeting

• Focus on what participants know how to do as a result

of the meeting

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Learning/Understanding Objectives

The best reaction objectives:

• Describe specific information and individuals

• Describe behaviors that are observable and measurable

• Are outcome-based, clearly worded and specific

• Specify what the participant must do (not know or

understand) as a result of the meeting

• Specify a degree or level of proficiency that is necessary

to perform skill

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Five Types of Learning Objectives

Five types of learning objectives are:

• Information — Familiarity with terms, concepts,

processes

• Knowledge — General understanding of concepts,

processes, etc.

• Skills — Ability to demonstrate the skill (at least at a

basic level)

• Perceptions — Beliefs or opinions bases on learning

something new

• Contacts — New acquaintances who may be valuable in the future

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Sample Learning Objectives

After this session, participants should have positive ratings on:

Understand ROI Methodology

Can create simple Level 1 and Level 2 Measures

Participants questions answered well

Instructional format and design facilitated learning

Materials and handouts facilitated learning

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Getting Started

Creating a Data Collection Plan

A Case Study

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Creating a Results Driven Meeting

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The Great Recession

∆Why do we run these events?

∆Do they pay off?

∆Should we continue them?

∆If so, how should they look?

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Allsante Encounter Objectives

• Increase sales & profits in specific geographic markets

• Fully engage selected channel partners with the company’s brand, products and personnel

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Audience

• 50 Targeted Health Insurance Brokers in GA and LA – Brokers currently under contract – High growth potential

• Allsante Personnel – Corporate Leadership – Sales Management – Sales – Department Heads – Service Personnel

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Strategy

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Data Collection

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Data Collection Plan

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Real-Time Evaluation Assess Messaging Speaker Evaluation Content Evaluation

DESIGN

Diagnostic Identify Gaps

Identify Barriers Define Opportunities

BULLETPROOF MEETINGS

Maximize ROI with Data-Driven Insight

Pulse Benchmark/Baseline Validate Objectives

Post-Event Evaluation Reaction/Satisfaction

Planned Action Learning

ROI Application/Implementation

Business Impact Return on Investment

Discovery Clarify Objectives Audience Needs

Audience Expectations

EVENT MEASUREMENT

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Designing a Communication Plan

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Communication Model

Establish Objectives

Select Audience

Develop Content

Select Media

Present

Analyze Feedback

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Impact Report Content

• General Information

• Methodology

• Results

• Barriers and

Enablers

• Conclusions and

Recommendations

• Exhibits

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Action Plan Development

• Review Raw Scores

• Identify Barriers and

Enablers

• Extract Recurring

Themes

• Develop Draft Action

Plan

• Collaborate with Key

Stakeholders

• Finalize Action Plan

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Virtual Edge Summit Case Study Educate/Improve

Attendees/Leadership

Develop Content

Impact Report/Research

Paper

Present/Publish

Analyze Feedback

For a sample Impact Report, todd@roiofengagement.com

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Review

• Learn the Phillips ROI MethodologyTM.

• Credibly measure the results of events at Level 1,

Reaction/Satisfaction and Level 2, Learning.

• Develop simple measures and effective survey

questions.

• Create a comprehensive data collection plan.

• Learn the key elements of an executive summary and

action plan to present to key stakeholders.

Presented by

Why Measure Results?

Defend

Justify

Accountability

Continuous Improvement

Presented by

Q&A

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Resources

• MPI

• Linked In - ROI Network and CMM

• ww.roiofenagement.com - Case studies, white papers, articles

• www.roiinstitute.net

• Books – Show Me the Money – Phillips

– ROI of Meetings and Events – Phillips

• Twitter/ROIofEngagement

• ROI Certification

Presented by

A New Day with Results Measurement

Todd Hanson, CPIM, CRP President and Founder

Catalyst Performance Group, Inc. ROI of Engagement Resource Center

Presented by

Bonus Resource

Top Ten Ways to Increase ROI

1. Align the Meeting to a Business or Organizational Need

2. Ask a Key Question: What Do You Want Them to Do?

3. Set Objectives for Reaction, Learning, Application, and Impact

4. Communicate Expectations to Participants

5. Decide on the Levels of Evaluation

6. Explain the Purpose of Evaluation

7. Review Data Collection

8. Make Follow Up Data Collection Easy

9. Use Many Techniques to Increase Response Rate

10. Share the Data

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Bonus Resource

Increasing Response Rates Provide advance communication

Clearly communicate the reason for the questionnaire

Indicate who will see the results

Show how the data will be integrated

Keep the questionnaire simple and brief

Make it easy to respond

Use one or two follow-up reminders

Have the introduction letter signed by a top executive

Enclose a giveaway item with the questionnaire

Provide an incentive for quick response

Send a summary of results to target audience

Distribute questionnaire to a captive audience

Consider an alternative distribution channel

Have a third party gather and analyze data.

Use the local manager to help distribute the questionnaires and show support

Let the target audience know that they are part of a carefully

selected sample

Design questionnaire with a professional format to attract

attention

Let participants know what actions will be taken with the data

Provide options to respond

Use a local coordinator to help distribute and collect

questionnaires

Frame questions so participants can respond appropriately

and make the questions relevant

Communicate the time limit

Consider paying for the time it takes to complete the

questionnaire

Review the questionnaire at the end of the formal session

Carefully select the survey sample

Allow completion of the survey during work hours

Add emotional appeal

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Questions?

Todd Hanson, CPIM, CRP President and Founder

Catalyst Performance Group, Inc. todd.hanson@catalystperformancegroup.com

Tyler Davidson

Chief Content Director Meetings Focus

Tyler.davidson@meetingsfocus.com

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ROI Demonstrating the Value of Meetings, Part 2 Wednesday, June 27, 2012 1:00 PM EDT, 12:00 PM CDT, 11:00 AM MDT, 10:00 AM PDT

Presented by: Todd Hanson

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