On-line Evaluation David Phillips
Learning Outcomes <ul><li>This week continues to examine how the practitioner convinces the client to, where appropriate, ...
Identifying Benefits <ul><li>Social media is both opportunity and threat </li></ul><ul><ul><li>Opportunities to be involve...
Evidence of deliverable benefits <ul><li>Benchmarking competition </li></ul><ul><li>Gap analysis – where we are v where we...
How we monitor <ul><li>Start with what we know </li></ul><ul><ul><li>Press v online media sites </li></ul></ul><ul><ul><li...
Traditional media online
Reach
Tone
Content www.cyberalert.co.uk
Monitoring the community <ul><li>RSS </li></ul><ul><li>Search engines (Google, Technorati, YouTube, Digg etc) </li></ul><u...
Monitor effects <ul><li>Search engine ranking </li></ul><ul><li>Site traffic </li></ul><ul><li>Buzz – volume, range, links...
Reporting <ul><li>Stuff that affects policy </li></ul><ul><li>Stuff that affects management actions </li></ul><ul><li>Stuf...
Who needs to know what <ul><li>Hard news – fast, intranet, bite sized with ‘drill down’ </li></ul><ul><li>Policy – Social ...
Timing <ul><li>Always-on, hourly v daily v monthly </li></ul><ul><li>Overload is an issue – make it pertinent </li></ul><u...
Passing comment <ul><li>Most current evaluation is about small part of the total picture </li></ul><ul><li>Most takes too ...
Your challenge <ul><li>Look for the tools that will help </li></ul><ul><ul><li>You ‘make or buy’ </li></ul></ul><ul><ul><l...
The CIPR <ul><li>What to monitor </li></ul><ul><li>How to monitor </li></ul><ul><li>When to monitor </li></ul><ul><li>How ...
Learning Outcomes <ul><li>This week continues to examine how the practitioner convinces the client to, where appropriate, ...
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Online Evaluation

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Online Evaluation

  1. 1. On-line Evaluation David Phillips
  2. 2. Learning Outcomes <ul><li>This week continues to examine how the practitioner convinces the client to, where appropriate, invoke the opportunities available using social media.  </li></ul><ul><li>The lecture examines how, after effective landscaping and arguments for deployment of social media, success is dependent on deliverable benefits supported by evidence only available through continuous intelligence, monitoring and evaluation. </li></ul><ul><li>The student will take from the lecture the need to identify, critically appraise, deploy and use management data with, where needed, technologies to provide assessment, intelligence, monitoring and evaluation as a critical element in management of on-line public relations. </li></ul><ul><li>The lecture will explain the need for appropriate and informed management reporting relevant at diverse levels in the enterprise. </li></ul>
  3. 3. Identifying Benefits <ul><li>Social media is both opportunity and threat </li></ul><ul><ul><li>Opportunities to be involved with communities (not communicate with them) </li></ul></ul><ul><ul><li>Opportunity to raise awareness and involvement </li></ul></ul><ul><ul><li>Threat because communities are already involved </li></ul></ul><ul><ul><li>Because easy to upset communities </li></ul></ul>
  4. 4. Evidence of deliverable benefits <ul><li>Benchmarking competition </li></ul><ul><li>Gap analysis – where we are v where we want to be </li></ul><ul><li>Need to monitor – the landscape changes all the time </li></ul>
  5. 5. How we monitor <ul><li>Start with what we know </li></ul><ul><ul><li>Press v online media sites </li></ul></ul><ul><ul><li>Different readers </li></ul></ul><ul><ul><li>Different reading habits </li></ul></ul><ul><ul><li>Reach v community </li></ul></ul>
  6. 6. Traditional media online
  7. 7. Reach
  8. 8. Tone
  9. 9. Content www.cyberalert.co.uk
  10. 10. Monitoring the community <ul><li>RSS </li></ul><ul><li>Search engines (Google, Technorati, YouTube, Digg etc) </li></ul><ul><li>Specific services (like Infonic ) </li></ul><ul><li>It is helpful for managing organisations. Knowing what is happening hour by hour is so important for organisations that Monitor101 has raised over $20million for development of intelligence reporting of social media ( http://www.techcrunch.com/2006/10/30/monitor110-raises-11m-more-for-market-monitoring/ ). </li></ul>
  11. 11. Monitor effects <ul><li>Search engine ranking </li></ul><ul><li>Site traffic </li></ul><ul><li>Buzz – volume, range, links-in, content </li></ul><ul><li>Report using fast, transparent tools </li></ul>
  12. 12. Reporting <ul><li>Stuff that affects policy </li></ul><ul><li>Stuff that affects management actions </li></ul><ul><li>Stuff that affects strategies </li></ul><ul><li>Stuff that affects tactics (channels, content, timescales) </li></ul>
  13. 13. Who needs to know what <ul><li>Hard news – fast, intranet, bite sized with ‘drill down’ </li></ul><ul><li>Policy – Social and political change </li></ul><ul><li>Policy - Stuff that changes corporate direction (share price, competitor/sector changes/regulators) </li></ul><ul><li>Objectives and strategies corporate/departmental </li></ul><ul><li>Pretty graphs – only if explicit and truthful </li></ul>
  14. 14. Timing <ul><li>Always-on, hourly v daily v monthly </li></ul><ul><li>Overload is an issue – make it pertinent </li></ul><ul><li>Have an issues/crisis management capability available </li></ul>
  15. 15. Passing comment <ul><li>Most current evaluation is about small part of the total picture </li></ul><ul><li>Most takes too long </li></ul><ul><li>Most is about graphs and not intelligence </li></ul><ul><li>Most is not about being global – even when a local organisation </li></ul>
  16. 16. Your challenge <ul><li>Look for the tools that will help </li></ul><ul><ul><li>You ‘make or buy’ </li></ul></ul><ul><ul><li>Stream relevant news </li></ul></ul><ul><ul><li>Add analysis </li></ul></ul><ul><ul><li>Provide drill down </li></ul></ul><ul><ul><li>Offer intelligence not just volume </li></ul></ul>
  17. 17. The CIPR <ul><li>What to monitor </li></ul><ul><li>How to monitor </li></ul><ul><li>When to monitor </li></ul><ul><li>How to report </li></ul><ul><li>Who to report to </li></ul><ul><li>What to report to whom </li></ul><ul><li>When to report </li></ul><ul><li>Alerts and issues management </li></ul>
  18. 18. Learning Outcomes <ul><li>This week continues to examine how the practitioner convinces the client to, where appropriate, invoke the opportunities available using social media.  </li></ul><ul><li>The lecture examines how, after effective landscaping and arguments for deployment of social media, success is dependent on deliverable benefits supported by evidence only available through continuous intelligence, monitoring and evaluation. </li></ul><ul><li>The student will take from the lecture the need to identify, critically appraise, deploy and use management data with, where needed, technologies to provide assessment, intelligence, monitoring and evaluation as a critical element in management of on-line public relations. </li></ul><ul><li>The lecture will explain the need for appropriate and informed management reporting relevant at diverse levels in the enterprise. </li></ul>

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