Digital Advocacy: Frameworks for Evaluation

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Presentation for the Open Society Foundations' Public Health Program on methods for analyzing the digital media use of grantees.

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<ul><li>1.Digital Advocacy Frameworks for EvaluationMary Joyce for the Health Media Initiative | June 14, 2011</li></ul> <p>2. Images: YouTube, Wikileaks, CartoonaDay.com, Ushahidi, Avaaz, AFP/Getty 3. What does it allmeanfor OSF grantees? image: Sarah G.../Flickr 4. What is digital media strategy? 5. How do I evaluatemy grantees digitalmedia use? 6. What are the indicators ofdigital advocacy success? 7. Your questions will be answered! 8. 5 Strategic DecisionsThere are 5 elements ofdigital communications strategy. 9. 5 Strategic DecisionsMessageAudience Action Goal What will motivate The people and groups What needs to What thethe audience to take that need to take that happen for the organization the action actionorganization towants toachieve its goal achieve 10. 5 Strategic DecisionsMedia Media choices come last.They can only be made after all other elements of the communicationsThe most effective Message strategy are in place.medium for transmitting themessage to the AudienceaudienceActionGoal 11. 3 Elements of SuccessThere are 3 elements ofgood digital advocacy. 12. 3 Elements of SuccessContentConnectionStrategy relationships with individualstext, video, photos, audio, etc.understanding why and organizations images: popofatticus, xavi talleda, GDS Infographics /Flickr 13. 4 Stages of DevelopmentThere are 4 stages ofdigital advocacy development. 14. 4 Stages of DevelopmentCrawlWalkRunoriginal crawl/walk/run/fly framework by Beth Kanterimages: Josh Parrish, Shandi-lee, Danielle Mohler 15. 4 Stages of DevelopmentSitCrawl WalkRunimages: Josh Parrish, Shandi-lee, Danielle Mohler, lululemon athletica, Nathan Csonka Photography/Flickr 16. Grantee Evaluation5 Strategic Decisions3 Elements of Success4 Stages of Development Lets put it all together! 17. Grantee Evaluation content connection strategy no strategic sitno digital content no digital connectionsunderstandingcrawlwalkrun 18. Grantee Evaluationcontent connectionstrategyno strategic sit no digital contentno digital connections understanding web site infrequently site links to partners, staff aware of audience,crawl updated, digital content use email and SMS inaction, and message exists, but not shared personal life conceptswalkrun 19. Grantee Evaluation content connectionstrategy no strategic sitno digital contentno digital connectionsunderstanding web site infrequentlysite links to partners, staff aware of audience,crawlupdated, digital content use email and SMS in action, and messageexists, but not shared personal lifeconceptsweb site updated regularly, listen to partners online,are able to speak aboutwalktentative steps into social staff use email and SMS in their media strategymedia, where appropriatetheir workrun 20. Grantee Evaluation contentconnection strategy no strategic sitno digital contentno digital connectionsunderstanding web site infrequentlysite links to partners, staff aware of audience,crawlupdated, digital contentuse email and SMS inaction, and messageexists, but not shared personal lifeconceptsweb site updated regularly,listen to partners online,are able to speak aboutwalktentative steps into social staff use email and SMS in their media strategymedia, where appropriatetheir worklots of creative and leverage connections into creation andrunpersuasive content on a collaborations, use email &amp; implementation of a number of platformsSMS w/ partners, supporters media strategy 21. Where are your grantees? Grantee Evaluation contentconnection strategy no strategic sitno digital contentno digital connectionsunderstanding web site infrequentlysite links to partners, staff aware of audience,crawlupdated, digital contentuse email and SMS inaction, and messageexists, but not shared personal lifeconceptsweb site updated regularly,listen to partners online,are able to speak aboutwalktentative steps into social staff use email and SMS in their media strategymedia, where appropriatetheir worklots of creative and leverage connections into creation andrunpersuasive content on a collaborations, use email &amp; implementation of a number of platformsSMS w/ partners, supporters media strategy 22. DiscussionHow can you put theseideas into practice withyour grantees? 23. Thank You Mary Joyce Site: www.maryjoyce.com Blog: www.meta-activism.org Email: Mary@meta-activism.org Twitter: Mary_Joyce </p>

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