Digital AdvocacyFrameworks for Evaluation
Mary Joyce for the Health Media Initiative | June 14, 2011
Images: YouTube, Wikileaks, CartoonaDay.com, Ushahidi, Avaaz, AFP/Getty
What does it all mean
for OSF grantees?
image: Sarah G.../Flickr
What is digital media strategy?
How do I evaluate my grantee’s digital
media use?
What are the indicators of digital advocacy success?
Your questions will be answered!
5 Strategic Decisions
There are elements of digital communications
strategy.
5
Action
What needs to happen for the organization to achieve its goal
AudienceMessage
The people and groups that need to take that
action
What will motivate the audience to take
the action
5 Strategic Decisions
Goal
What the organization
wants to achieve
Action
AudienceMessage
5 Strategic Decisions
Goal
Media
The most effective medium for
transmitting the message to the
audience
Media choices come last. They can only be made after all other
elements of the communications strategy are in place.
3 Elements of Success
There are elements of good digital advocacy.
3
images: popofatticus, xavi talleda, GDS Infographics /Flickr
StrategyContent
text, video, photos, audio, etc.
Connection
relationships with individuals and organizations understanding why
3 Elements of Success
4 Stages of Development
There are stages of digital advocacy
development.
4
Crawl
images: Josh Parrish, Shandi-lee, Danielle Mohler
Walk Run
4 Stages of Development
original crawl/walk/run/fly framework by Beth Kanter
Crawl
images: Josh Parrish, Shandi-lee, Danielle Mohler, lululemon athletica, Nathan Csonka Photography/Flickr
Walk RunSit
4 Stages of Development
Let’s put it all together!
Strategic Decisions
Stages of DevelopmentElements of Success
435
Grantee Evaluation
content connection strategysit no digital content no digital connections
no strategic understanding
crawl
walk
run
Grantee Evaluation
content connection strategysit no digital content no digital connections
no strategic understanding
crawlweb site infrequently
updated, digital content exists, but not shared
site links to partners, staff use email and SMS in
personal life
aware of audience, action, and message
concepts
walk
run
Grantee Evaluation
content connection strategysit no digital content no digital connections
no strategic understanding
crawlweb site infrequently
updated, digital content exists, but not shared
site links to partners, staff use email and SMS in
personal life
aware of audience, action, and message
concepts
walkweb site updated regularly, tentative steps into social media, where appropriate
listen to partners online, staff use email and SMS in
their work
are able to speak about their media strategy
run
Grantee Evaluation
content connection strategysit no digital content no digital connections
no strategic understanding
crawlweb site infrequently
updated, digital content exists, but not shared
site links to partners, staff use email and SMS in
personal life
aware of audience, action, and message
concepts
walkweb site updated regularly, tentative steps into social media, where appropriate
listen to partners online, staff use email and SMS in
their work
are able to speak about their media strategy
runlots of creative and
persuasive content on a number of platforms
leverage connections into collaborations, use email &
SMS w/ partners, supporters
creation and implementation of a
media strategy
Grantee Evaluation
Grantee EvaluationWhere are your grantees?
content connection strategysit no digital content no digital connections
no strategic understanding
crawlweb site infrequently
updated, digital content exists, but not shared
site links to partners, staff use email and SMS in
personal life
aware of audience, action, and message
concepts
walkweb site updated regularly, tentative steps into social media, where appropriate
listen to partners online, staff use email and SMS in
their work
are able to speak about their media strategy
runlots of creative and
persuasive content on a number of platforms
leverage connections into collaborations, use email &
SMS w/ partners, supporters
creation and implementation of a
media strategy
How can you put these ideas into practice with
your grantees?
Discussion
Mary JoyceSite: www.maryjoyce.comBlog: www.meta-activism.orgEmail: [email protected]: Mary_Joyce
Thank You
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