An approach to measurement at Dassault Aviation Communication

An approach to measurement at Dassault Aviation Communication on Top Davos, February 9 th, 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 Economic crisis: 20, 000 layoffs Image crisis of the business jet Drastic budgetary reductions Communication enters ISO 9001

02/07/2009 - EACP

02/07/2009 - EACP

02/07/2009 - EACP

q Consistency q Cohesion Sales CEO q Alter course H. R. q Follow. Own the strategy staff q Customer qstrategy Internal sensor q Alterperception the q Message adaptation q External image 02/07/2009 - EACP

CFO CEO Purchase Own staff q. Financialq. Analysts Supplier. Perception evaluation q. Budget Follow-up q. Budget Justification q 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

Strategic aims Sustainable development Communication targets X papers in the daily press Communication Actions Visit to a model plant Implementation Elements Briefing, plane, press kit, pictures, …

Communication Plan Conclusions --Improvement proposals Strategic aims --Communication targets Indicators Communication Actions --Implementation elements

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 Look at the horizon, not at the panel Avoid the « Big Brother » syndrom Advocate the benefits of transparency Involve everybody as a vital « actor » in the indicators selection

02/07/2009 - EACP