This document discusses online landscape analysis for organizations. It identifies that the lecture and seminar will examine why landscape analysis is important, how it can inform strategy and tactics, and available methodologies. Landscape analysis allows organizations to understand where they stand, identify publics, spot issues and opportunities, and set targets. It also discusses how landscape analysis can be used for ongoing monitoring and evaluation given the real-time nature of online research approaches.

1. The landscape David Phillips

2. Learning outcomes * This week we examine ways that can be used to set an organisation in its online 'landscape'. *The lecture and seminar will identify why it is important to landscape; how landscaping is used to inform strategy and tactics and some of the methodologies that are available. * Because many online research approaches are real time, a view of how landscaping can also be used for monitoring and evaluation will be put forward.

3. Looking across the world So far been looking in at the organisation Time to look out What is the constituency Who are the competitors (and they are more than the guy on the next stall) Who have an interest Who are hidden (disintermendiation) organisations

4. Why Landscape? To know where your organisation is Identify publics Evaluate publics Spot issues and opportunities Set targets Gap analysis to identify resource allocation Identify what to monitor, measure and evaluate

5. Lets get organised Create a resource An list (bibliography) of resources Own research (Survey? and others) An RSS feed Searches Measures Delivery method For you For client Must be authoritative

6. Measures and matrix Informative Authoritative Help identify issues

7. Why and RSS feed? Offers continuing update Can be any web resource Can be 'mashed' into reports Always up to date Helps landscape, monitor and evaluate

8. Search Lots you can do with search Information Metrics Feeds/bookmarks

9. Lets play some games Here

10. Learning outcomes * This week we examine ways that can be used to set an organisation in its online 'landscape'. *The lecture and seminar will identify why it is important to landscape; how landscaping is used to inform strategy and tactics and some of the methodologies that are available. * Because many online research approaches are real time, a view of how landscaping can also be used for monitoring and evaluation will be put forward.