Social marketing monitoring & evaluation October 2010
October 2010 2
Not everything that
can be counted
and not everything
that counts can be
If you can not
measure it, you can
not improve it.
WHAT ARE WE
Monitoring & evaluation: differences
as the initiative is implemented.
at the end of the initiative.
Monitoring & evaluation answer Qs
Monitoring & Evaluation Plans
address these questions:
Why are we doing this?
What will we measure?
How will we measure it?
When will we measure it?
How much will it cost?
Model of Effect
WHY DO WE USE MONIT+EVAL &
FOR WHAT ?
Model of Effect
Social marketing programs
are rarely as simple as:
‘We’ll tell them, they’ll learn
it, and they’ll change.’
So the question is:
Is the program expected to
result in changes in…
1. individual behaviour?
2. social networks/norms?
Model of Effect
Mapping out how the program is
expected to work is critical, because
it ensures that the right outcomes are
Model of Effect
Define how we expect change to occur.
Describe how specific product, price,
place and promotional interventions with
priority audience segments will have an
impact on given factors.
What shall we
MEASUREMENT IN A NUTSHELL
What shall we measure?
There are 3 types of measures:
Outputs = quantity
These are measures that quantify what we’ve done.
Typically done by counting or recording our activities.
Outputs = frequencies/descriptives
Numbers of materials distributed (how many)
Reach and frequency (how many were
exposed and how often)
Media coverage (did they pick up the story?
How much space/time was allocated)
Impressions (how much would that have cost
Implementation (did we do everything? On
time? On budget? )
Outcomes what measure
Relate directly to your goals and
objectives & measure things such as:
Changes in Behavior
Changes in Knowledge
Changes in Belief
Responses to Campaign Elements
Customer Satisfaction Levels
Partnerships and Contributions Created
Impact measures the influence of the initiative on
health outcomes. Typically focus on outcomes like:
Water quality improved
Air quality improved
Wildlife and habitats protected
How & when will we measure?
Surveys through telephone, mail and online, Intercept
interviews, Controlled experiments, Content Analysis,
Records, Databases, National Registries, Survey
Interviews, Focus Groups, Observational Research,
Questions for you!
Which methods do you use for
WHEN will you measure WHAT using
Monitoring & evaluation Cost
Deciding what we need to do and
what we can do depends on budgets.
So, what can we do?
1st decide what we need to do
2nd determine if we can afford to do that
Does the benefit justify the cost?
If so, find the money
If not, revise your plan
Logic Model - 1
Displays the sequence of actions
that describe what the program is
and will do – how investments link
Logic model core components
1. INPUTS: resources, contributions, investments that go into
2. OUTPUTS: activities, services, events and products that
reach people who participate or who are targeted
3. OUTCOMES: results or changes for individuals, groups,
communities, organizations, communities, or systems
4. ASSUMPTIONS: the beliefs we have about the program, the
people involved, and the context and the way we think
the program will work
5. EXTERNAL FACTORS: the environment in which the program
exists includes a variety of external factors that interact
with and influence the program action.
From the highly recommended site:
VERB It’s what you do
Increase knowledge and improve attitudes and beliefs
about tweens’ regular participation in physical activity.
Increase parental and influencer support and
encouragement of tweens’ participation in physical
Heighten awareness of options and opportunities for
tween participation in physical activity.
Facilitate opportunities for tweens to participate in
regular physical activity.
Increase and maintain the number of tweens who
regularly participate in physical activity.
VERB Logic Model
VERB Channels – integrated
Mass Media Adv Campaign
Television commercials (Viacom, Disney, etc)
Large format print ads
VERB Channels - cont’d
National and Community Outreach
40% awareness goal for first year nearly doubled
Approx. 75% of tweens surveyed aware
Tweens understand the message
Approx. 33% increase in tween activity
Why is it appropriate?
Social media is about people and relationships,
something that is challenging to “measure”.
With social media, qualitative and quantitative
must be used hand in hand to tell the story. [...]
The reality is that quantitative measures can
only tell a small part of the social media story
and qualitative measures are very important.
FICHTER & WISNIEWSKI, 2009:56
Measuring social media success
The Trinity Approach (Kaushik, 2006),
as seen on Fichter (2008):
Behavioral Data (how much?) > Output
Outcome (so what?) > Outcome + Impact
Experience (why?) > Impact
Social Media metrics
(cfr. Fichter & Wisniewski, 2009)
Focus on specific results
Webalizer, Awstats, WP Stats, etc.
DOWN TO IT
HANDS ON SOCIAL MEDIA METRICS
CDC, Centers for Disease Control and Prevention. Social media tools for consumers and
partners - tools. Retrieved 10/5/2009, 2009, from
Doner, L. (2003). Approaches to evaluating social marketing programs. Social Marketing
Quarterly, 9(3), 18‐26.
Fichter, D. (2008). Social media metrics: Making the case for making the effort. Online,
Fichter, D., & Wisniewski, J. (2009). Social media metrics: Tracking your impact. Online,
Kaushik, A. (2006). Trinity: A mindset & strategic approach. Retrieved 10/20/2009, 2009, from
Program Development and Evaluation Unit,University of Winsconsin. Evaluation logic model. Retrieved
10/20/2009, 2009, from http://www.uwex.edu/ces/pdande/evaluation/evallogicmodel.html#more
October 2010 41
Useful Web 2.0 resources & tools
Getclicky. Real Time web analytics: http://getclicky.com/
Google Analytics: http://www.google.com/analytics
Google Blogsearch: http://blogsearch.google.com/
Google Trends: http://www.google.com/trends
Google Documents (Forms): http://docs.google.com
Social Mention. Real-time social media search and analysis: http://www.socialmention.com/
Technorati blogsearch: http://technorati.com/search
Trendistic. See trends in Twitter: http://trendistic.com/
Twitter Search. See what's happening: http://search.twitter.com/
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