measuring the effectiveness of interactive media

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    measuring the effectiveness of interactive media - Presentation Transcript

    1. Measuring the Effectiveness of Interactive Media
    2. Introductions
      • Paul Baker, senior communicator, Wisconsin Center for Education Research, University of Wisconsin-Madison
      • www.wcer.wisc.edu
      • EducationPR blog www.pbaker.wordpress.com
    3. Introductions
      • Dan Karleen, director of new media products at Peterson’s http://www.petersons.com/
      • Syndication for Higher Education blog http://syndicateblog.petersons.com/wordpress/
    4. Overview
      • I. Overview of new media channels/ tools: examples, strengths, measurables, outcomes
      • II. Communication planning: setting goals in terms of key audiences, influence level desired, time ranges, best new media tools
      • III. Measurement tools: their uses, strengths, weaknesses
      • IV. Evaluating outputs, outtakes, outcomes
      • V. Discussion & Next Steps
    5. I. Overview of new media
      • We are seeing rapid changes in communication: Video, blogs, podcasts, news feeds (RSS), social networking and bookmarking, New Media press releases
      • Students have grown up in the world of interactive media.
      • Higher education institutions are adopting interactive media strategically to remain competitive.
    6. Blogs
    7. Blogs
      • Strengths: transparency, immediacy, 2-way communication
      • Measurables: # posts, comments, links, visits.
      • Qualitative and quantitative (audience knowledge & behavior, attitudes & values)
      • Goal: audience engagement
    8. Podcasts
    9. Podcasts
      • Strengths: convenience of subscription, bypasses spam, personal appeal
      • Measurables: # subscriptions, downloads
      • Quantitative
      • Goal: Audience knowledge and awareness
    10. News feeds (RSS)
    11. News feeds (RSS)
      • Strengths: opt-in, bypasses spam, focused content
      • Measurables: # subscribers
      • Quantitative
      • Goal: audience knowledge and awareness
    12. Networking sites
    13. Networking sites
      • Strengths: internal email and messaging, images, videos, & sound, linking
      • Measurables: # friends, profile views, comments
      • Quantitative and qualitative (comments)
    14. Wikis
    15. Wikis
      • Strengths: collaboration tool, internal messaging, linkable
      • Measurables: More search/Google presence
      • Goal: more audience knowledge and awareness
    16. Bookmarking and tagging
    17. Bookmarking and tagging
      • Strengths: Linking, networking, new resources
      • Measurables: # shared links, fans, subscriptions
      • Quantitative and qualitative
    18. Flickr
    19. Flickr
    20. Flickr
      • Strengths: hot site, comments, votes, linking, groups
      • Measurables: # views, favorites, comments
      • Qualitative and quantitative
      • Goals: knowledge & awareness
    21. New media press releases
    22. New media press releases
      • Strengths: links to RSS feed, del.icio.us, photos, video, audio, Technorati, Digg, customizable,
      • Measurables: quantitative
      • Goals: public awareness and knowledge, media calls, links
    23. Q&A Break
    24. II. Communication Planning as the Cornerstone
    25. Principles
      • Your online efforts should integrate into your broader effort communication. You should not think in terms of two separate and independent campaigns.
      • Consider your institutional or departmental goals, and the strengths and weaknesses of current communication strategies.
    26. Principles
      • Set realistic goals for new media tools. Consider the audience(s) of interest to your institution or academic unit; the degree to which you wish to influence audience awareness or behavior; and in what time frame.
      • Consider the strengths and weaknesses of each of the above new media comm channels.
    27. Principles
      • You may already have access to more baseline data than you might have thought, from campus marketing surveys, focus groups, interviews, media monitoring, etc.
      • If your unit has no baseline data, talk with your campus marketing staff, survey professionals, news office, admissions office, alumni relations, development staff, government relations office.
    28. Examples of measurable outcomes:
      • “Boost the percentage of applications from national merit finalists by 15 points in the next year”
      • “Increase the perception of our campus as ‘the high quality brand’ in our state by 15 percent over the next year.”
      • “Reduce the percentage of students arrested for underage drinking by 20 percent over the next two years.”
    29. Principles
      • What decisions do we want to be able to make as a result of our evaluations?
      • What kinds of indicators do we need?
    30. Indicators
      • Common indicators of reach: percent of target audience enrolled, percent of target audience aware of service, participation rate.
      • Common indicators of reputation: number of favorable reviews or awards; number of community partnerships.
    31. Example: Admissions
      • Audience: Prospective students and their parents
      • Measurables: More applications from high performing students
      • Data source: long-term admissions stats
      • Comm channels: blogs, videos, web site, email
    32. Example: Public relations
      • Audience: The news media, legislators, parents, other key audiences
      • Measurables: Favorable perception, willingness to collaborate
      • Data sources: surveys, focus groups, opinion polls, clipping library
      • Comm channels: RSS, videoblogs, podcasts, YouTube,
    33. Example: Government relations
      • Audience: state legislators
      • Measurables: Amount of change in awareness or visibility of an issue, key stakeholder groups engaged in an issue, legislation passed.
      • Data sources: liaisons, lobbyists, legislative research bureaus, news clips
      • Comm channels: web site, RSS, email
    34. Q&A Break
    35. III. Measurement tools for new media
      • Overview, strengths, and weaknesses of each tool
    36. Technorati
    37. Technorati
      • Strengths: almost immediate blog tracking, “buzz,” top searches, top tags
      • Qualitative and quantitative
      • Weakness: limited to blogs
    38. Google alerts
    39. Google alerts
      • Strengths: keyword and phrase tracking, very customizable, includes news media and discussion groups as well as blogs
      • Quantitative and qualitative
    40. Google Trends
    41. Google Trends
      • Strengths: Analyzes a portion of Google web searches to compute how many searches have been done for the terms you enter, relative to the total number of searches done on Google over time.
      • Weaknesses: limited to Google News
      • Measurables: spikes in media coverage
    42. Blog stats
    43. Blog stats
    44. Blog stats
    45. Blog stats
      • Strengths: # visits, post views and favorites, referrers, out-clicks
      • Measurables: topics of most interest to your readers, both in views and in comments
      • Goals: engage readers in dialog, boost search rankings
    46. Flickr
    47. Flickr
      • Strengths: networking, comments, communities
      • Measurables: # views, favorites
      • Weaknesses: More recreational than scientific, but some qualitative and quantitative information
    48. Feedburner
    49. Feedburner
      • Strengths: lots of kinds of stats
      • Weaknesses: just one of many measures of RSS feed reach
      • Quantitative, not qualitative
    50. Evaluating outcomes
      • Your communication evaluation should:
      • Clearly identify the evaluation criteria.
      • Map communication flaws as well as appropriate practices.
      • Provide innovative responses for the organization to improve its communication.
      • These criteria are generic but their application to your organization will be unique.
    51. Qualitative and quantitative outcomes
      • Paul began blogging and podcasting to reach new audiences, increase awareness of WCER research, increase WCER’s web presence
      • Cross promotes each comm channel
      • Podcast has subscribers and has received favorable reviews
    52. Qualitative and quantitative outcomes
      • Blog has subscribers, inbound links, comments
      • Wikipedia entries appear in Google searches
      • WCER web site ranked higher in Google ranks
    53. Outcomes
      • More email newsletter subscription requests per month
      • New professional contacts with education media and business
      • Conference speaking engagements; WCER presence at more K-12 events
    54. Drawback
      • Caveat: this all takes time away from other responsibilities
      • Maintaining a blog can take up to 20% of one’s time
    55. Ball State U. student blogs
      • Goal: to better portray campus life to prospective students and their parents
      • Ball State asked 12 students to blog in fall 2005.
      • Promoted the blogs with postcards mailed to high school seniors. A few months later the student blogs received more than 11,000 visits per day and resulted in press clips.
      • To evaluate blogs’ effectiveness, staff interviewed prospects and parents during campus tours and summer orientation.
      • “We have not tried to quantify our ROI but can say confidently that the value we have received has far outweighed our cost," says Ball State’s web content coordinator.
    56. Q&A Break
    57. Next steps
      • Talk with your communications team about your overall communication strategy.
      • Weigh the benefits and costs (mostly person-hours) of implementing some or all of the new media we have discussed today.
      • Take advantage of existing baseline data
    58.  
    59. Contact us
      • Paul Baker Wisconsin Center for Education Research [email_address]
      • Dan Karleen Peterson’s [email_address]

    + paul bakerpaul baker, 3 years ago

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