John Yembrick is always searching for new and innovative ways to connect with people. He takes pride in advocating away from traditional communications methods towards digital storytelling. It’s the single most important thing we’re doing, reaching more people directly than ever before. There is a transformation in the way we communicate as a species. Just as radio, television, and other media expanded the definition of ‘the press,’ John believes that direct engagement with the public via digital communications is not only the future, but our current reality.
John leads digital communications for Lockheed Martin. Previously, he worked as the director of Digital Engagement for the U.S. Department of Health & Human Services and had a 13-year career at NASA, where he served as the agency’s first digital communications director, sharing some of the most compelling content in the world.

Data Driven? Probably Not. Using Content Performance to Transform Communications Strategy

Everything is awesome! Reporting is often exclusively positive and seldom objective. When pulling back the curtain, the data can tell a very different story about your effectiveness.

Learn how to use metrics to develop informed judgment on content performance, which helps improve tactics, transforms the strategy, and impacts how your organization is structured. For example, when the data reflects higher performance using video, you may need to realign resource to create better videos.

Establish a consistent reporting basis to allow for evaluation and updates to tactics and strategy to ensure you are tracking towards specific goals. Being able to deliver context with metrics paints the full picture and allows you to conclude whether a campaign or post was successful.

In this session, we will discuss:

• Establishing brand consistency online to enhance user experience.
• Creating tactic to build brand sentiment and measure outcome.
• Brand reputation DOES impact business outcomes and is something you can track.
• Not just the what – but also how and why?
• Using metrics to reinforce that tactics are effective.
• Measuring and communicating who you’re reaching and whether customers engaged with your content.
• Creating achievable goals
• Planning weekly and monthly reports on the progress towards achieving those goals”