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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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Digital Advocacy: Frameworks for Evaluation

  1. 1. Digital Advocacy Frameworks for EvaluationMary Joyce for the Health Media Initiative | June 14, 2011
  2. 2. Images: YouTube, Wikileaks, CartoonaDay.com, Ushahidi, Avaaz, AFP/Getty
  3. 3. What does it all meanfor OSF grantees? image: Sarah G.../Flickr
  4. 4. What is digital media strategy?
  5. 5. How do I evaluatemy grantee’s digital media use?
  6. 6. What are the indicators ofdigital advocacy success?
  7. 7. Your questions will be answered!
  8. 8. 5 Strategic DecisionsThere are 5 elements ofdigital communications strategy.
  9. 9. 5 Strategic Decisions Message Audience 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 action organization to wants to achieve its goal achieve
  10. 10. 5 Strategic Decisions Media 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 the message to the Audience audience Action Goal
  11. 11. 3 Elements of SuccessThere are 3 elements ofgood digital advocacy.
  12. 12. 3 Elements of Success Content Connection Strategy relationships with individualstext, video, photos, audio, etc. understanding why and organizations images: popofatticus, xavi talleda, GDS Infographics /Flickr
  13. 13. 4 Stages of DevelopmentThere are 4 stages of digital advocacy development.
  14. 14. 4 Stages of Development Crawl Walk Runoriginal crawl/walk/run/fly framework by Beth Kanter images: Josh Parrish, Shandi-lee, Danielle Mohler
  15. 15. 4 Stages of DevelopmentSit Crawl Walk Run images: Josh Parrish, Shandi-lee, Danielle Mohler, lululemon athletica, Nathan Csonka Photography/Flickr
  16. 16. Grantee Evaluation5 Strategic Decisions3 Elements of Success4 Stages of Development Let’s put it all together!
  17. 17. Grantee Evaluation content connection strategy no strategic sit no digital content no digital connections understandingcrawlwalkrun
  18. 18. Grantee Evaluation content connection strategy no strategic sit no digital content no digital connections understanding web site infrequently site links to partners, staff aware of audience,crawl updated, digital content use email and SMS in action, and message exists, but not shared personal life conceptswalkrun
  19. 19. Grantee Evaluation content connection strategy no strategic sit no digital content no digital connections understanding web site infrequently site links to partners, staff aware of audience,crawl updated, digital content use email and SMS in action, and message exists, but not shared personal life concepts web site updated regularly, listen to partners online, are able to speak aboutwalk tentative steps into social staff use email and SMS in their media strategy media, where appropriate their workrun
  20. 20. Grantee Evaluation content connection strategy no strategic sit no digital content no digital connections understanding web site infrequently site links to partners, staff aware of audience,crawl updated, digital content use email and SMS in action, and message exists, but not shared personal life concepts web site updated regularly, listen to partners online, are able to speak aboutwalk tentative steps into social staff use email and SMS in their media strategy media, where appropriate their work lots of creative and leverage connections into creation andrun persuasive content on a collaborations, use email & implementation of a number of platforms SMS w/ partners, supporters media strategy
  21. 21. Where are your grantees? Grantee Evaluation content connection strategy no strategic sit no digital content no digital connections understanding web site infrequently site links to partners, staff aware of audience,crawl updated, digital content use email and SMS in action, and message exists, but not shared personal life concepts web site updated regularly, listen to partners online, are able to speak aboutwalk tentative steps into social staff use email and SMS in their media strategy media, where appropriate their work lots of creative and leverage connections into creation andrun persuasive content on a collaborations, use email & implementation of a number of platforms SMS w/ partners, supporters media strategy
  22. 22. DiscussionHow can you put theseideas into practice with your grantees?
  23. 23. Thank You Mary Joyce Site: www.maryjoyce.com Blog: www.meta-activism.org Email: Mary@meta-activism.org Twitter: Mary_Joyce

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