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How To Use Research In Advocacy Presentation
- 1. Using Research to Guide Your Advocacy Strategy Sue Zoldak, Vice President Adfero Group Follow @Get_PR_Smart and #prsmart to join the conversation on Twitter
- 2. Who am I? • Sue Zoldak, Adfero Group, @suezoldak • Public affairs, advertising, digital strategy • Adfero is not a research firm • Research based strategy @Get_PR_Smart | #prsmart
- 3. Why do research for a campaign? • Right messages • Right number of messages • Right messengers • Right audiences • Right time • Right delivery mechanism @Get_PR_Smart | #prsmart
- 4. Why do research for your organization? • Right services • Right value (Are you pricing correctly?) • Right information getting through @Get_PR_Smart | #prsmart
- 5. First Steps: Prior to research @Get_PR_Smart | #prsmart
- 6. Set goals & expectations • What do you want to learn? • What do you need to learn? • What is the right amount to spend? • What does success look like? • How will the information be used? • How often do you need to repeat research? @Get_PR_Smart | #prsmart
- 7. “Pre-search” • Look at your current data/lists • Don’t overlook: – Web analytics – Facebook Insights – Twitter followers – YouTube analytics • “Have you just asked them?” @Get_PR_Smart | #prsmart
- 8. Kinds of Research @Get_PR_Smart | #prsmart
- 9. Qualitative vs. Quantitative Qualitative Quantitative Subjective Objective Inductive; generates a theory Deductive; tests a theory Not generalizable Generalizable “Words” “Numbers” Used often in early stages of research Used often in later stages @Get_PR_Smart | #prsmart
- 10. Qualitative Testing • Focus groups - do more than one • Go in person • Be ready to change your approach mid-stream • Choose the right moderator @Get_PR_Smart | #prsmart
- 11. Quantitative Testing • Almost entirely done online • Ask questions efficiently • Test your “common sense” 4 questions vs. 1 question 1.) Are you a Netflix subscriber? 1.) After the Netflix increase, will you: • Can be more than just multiple choice polling 2.) Do you have an unlimited plan? a.) Cancel my unlimited plan 3.) Will you be cancelling your unlimited plan b.) Change to the unlimited DVD plan after the price increase? 4.) If you continue with Netflix, will you convert c.) Change to the unlimited online plan to the unlimited online or unlimited DVD plan? d.) I’m not a Netflix subscriber @Get_PR_Smart | #prsmart
- 12. Web Usability Testing • A true test of how people actually use a web site • User is given set of tasks or information to find • Facilitator tracks how the task is accomplished – How long did it take? – How difficult was the task? – Did the user follow the path you thought they would take? – How can you make the experience better? • Part of web redesign process that is often overlooked @Get_PR_Smart | #prsmart
- 13. Web Usability Testing • Testing little and often is far more valuable and cost effective • Don’t wait until site is almost finished • At minimum, read this book! @Get_PR_Smart | #prsmart
- 14. Ongoing Issue Tracking • Ask the same question over time • Correlate change in sentiment to key events – either your own or outside • Explore changes in crosstabs • Provide backup for your messaging @Get_PR_Smart | #prsmart
- 16. On your own? @Get_PR_Smart | #prsmart
- 17. “Do It Yourself” Research • Is it bad research? Of course not. • But keep in mind restrictions – Audience is self-selecting – Audience has pre-disposition – Facilitator has pre-disposition • Ask yourself – who won’t respond and what is that person like? @Get_PR_Smart | #prsmart
- 18. Use Digital Advertising as Research • Google AdWords, Facebook ads, banner ads can all be used to gather information • Test different messages & images • Segment audiences (i.e. gender, age, location) • See what happens in real time • Added benefit while recruiting visitors @Get_PR_Smart | #prsmart
- 19. Case Study: Letting go @Get_PR_Smart | #prsmart
- 20. Where we started • Don’t emphasize the company logo • Don’t emphasize the company color • Don’t make it too loud • Yet, brand the company @Get_PR_Smart | #prsmart
- 21. Where we ended up • Final campaign revolved around the company logo and color • You have to start at the beginning – Who you are, what you stand for • Campaign became a company mantra that showcased brand @Get_PR_Smart | #prsmart
- 22. Case Study: Get to know your audience @Get_PR_Smart | #prsmart
- 23. Where we started • Client offers huge stipend to attract audience • Wanted to know whether to increase stipend • Wanted to know how to attract only the right applicants @Get_PR_Smart | #prsmart
- 24. Where we ended up • Found out that money doesn’t matter • Sense of doing something worthwhile and loving what you do does matter • Stipend was already too high @Get_PR_Smart | #prsmart
- 25. What to look for in a partner @Get_PR_Smart | #prsmart
- 26. Finding a partner • Do they understand your issue? • Will they help you ask the right questions? • Will they lead you to where you haven’t been already? Will you let them? • Will they know how to advise you on how to use the results? @Get_PR_Smart | #prsmart
- 27. Questions? @Get_PR_Smart | #prsmart
- 28. Thanks for coming! For more information, contact szoldak@adfero.com Twitter @SueZoldak