Extending program logic to the Web

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Delivered numerous times over the years. Introduction to a "Web logic model" approach to strategy that was developed by Phillip Smith.

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Extending program logic to the Web

  1. 1. Extending program logic to the Web Phillip Smith, Simplifier of Technology Community Bandwidth http://communitybandwidth.ca
  2. 2. Why would anyone trust that guy? • 11 years of experience working as a new media producer • Founded/co-founded three successful businesses • Produced/co-produced over 100 projects for clients in Canada, the US, and the UK
  3. 3. What did I learn in 11 years?
  4. 4. Extend program logic to the Web!
  5. 5. A logic model is a tool for evidence-based storytelling
  6. 6. • Road map • Mental model • Framework for action • Program theory • Rationale • Theory of change
  7. 7. • Purpose or mission • Context or conditions • Inputs or resources • Activities or interventions • Outputs, measurements, indicators • Effects, results, outcomes, impacts
  8. 8. Guides all investments toward measurable and important outcomes
  9. 9. Makes it easier for people to complete their tasks and for orgnaizations to prioritize what tasks result in measureable and important outcomes.
  10. 10. Answers the question: WHY ARE WE ONLINE?
  11. 11. New Expectations
  12. 12. The Web is evolving
  13. 13. The bigger question: WHAT DOES “BEING ONLINE” MEAN IN 2006?
  14. 14. Investing strategically in the Web
  15. 15. Organization-centric view • About us • Our programs • Our staff • Our funders • Our supporters • Our contact information
  16. 16. User-centric view • Find out what we do • Make an appointment • Ask a question • Make a donations to support our work • Attend an event • Take action • Etc.
  17. 17. The logic model outcomes feed into the Web logic model
  18. 18. Task analysis and prioritization User types: 1. People you have contact with 2. People you have not had contact with 3. Staff
  19. 19. Task analysis and prioritization … cont’d • Why are they visiting? How did they get to the site? • What do they want to do? What’s their desired outcome? • What do we want them to do? What outcomes would move toward our organizations objectives • How can these outcomes be measures? What are the indicators?
  20. 20. Information design
  21. 21. Case study …and how campaigns use the logic model
  22. 22. Kleercut outcomes to date: • 1000 new activists/month for 20 straight months • Over 150,000 messages sent to K-C • Nation Day of Action (media attention) • Ad placed in the New York Times • Shareholder resolution introduced
  23. 23. Extending program logic to the Web Phillip Smith, Simplifier of Technology Community Bandwidth http://communitybandwidth.ca

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