of your online presence Balancing the global potential and local constraints of webbased educational and informational campaigns Webpresence pros and cons PROS What does the internet have to offer ID: 178716
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Slide1
Evaluating the effectiveness
of your online presenceSlide2
Balancing the global potential and local constraints of web-based educational and informational campaignsSlide3
Web-presence: pros and cons
PROS
What does the internet have to offer?
Visibility:
Everyone’s ideas and offers are visible; access can be extended or limited at will at any time Flexibility: Discussions are fast and diverse; online programs can be adjusted based on interests and/or abilities of the audience Low costs: Information can be distributed to a potentially limitless audience at minimal cost Interactivity: Consumers of information can easily cross to producers and distributors and back
CONSWhat are the potential challenges?
Unknown:
Audience before online engagement
Who are they?
What are they interested in?
Who are their leaders?
Unknown:
Audience during online engagement
Do we have the right people?
How are they getting to the program?
What attracts them to the program?
Unknown:
Audience after online engagement
What is the effect of the program?
Will they stay connected?
Will they spread the word? Will they connect others?Slide4
Internet presence and and web-analytics
When?
Before the program starts
During the program
After the programWhat?Mine the history Track movements and conversationsObserve engagementListen to conversations
How?
Data mining tools, web-crawlers, Twitter and Facebook analytics
Google analytics
Radian6,
Alterial
, brand tracking software
Track topics
Track post-program engagement transformation
All of the aboveSlide5
Case Study 1: Audience before
a global educational consortium
Identify the web environment in which the program takes place:
Find key topics and key people
Understand relationshipsWhat can Twitter tell us?Slide6
Network
Analysis:
Mail.ru is an important platform for discussing issues of
Broadcaster
country; Broadcaster can serve as a connector and information hub for such discussionsConversation tracking: LiveJournal, Facebook and Twitter are potential platforms for promoting Broadcaster
Audience 1The blog users are located in the Broadcaster country
The topics discussed are relevant to the mission of Broadcaster
Blog community on mail.ru is fragmented and not very internet savvy
Audience 2
These blog users are outside Broadcaster
country
and less concerned with censorship
They are internet savvy, connected to their own and other online communities, and are engaged online
They are interested in more sensational topics
Case Study 2: Audience during
an international broadcaster
Are you talking to the right people?
Are we using the same language as they do?
Can we fix broken links?Slide7
Case study 3: Audience after
a public diplomacy initiative
What will people do next?
For a lasting impact, audiences should remain actively connected even after the program is overSlide8
Key takeaways:
The online space has benefits and challenges – research can help leverage the former while avoiding the latter.
While online space encourages flexibility, it’s essential to know your audience before the program launch to avoid losing them due to a “false start”
Monitoring the audience during the program helps keeping them engaged and
intersted and prevent drop-outsStaying connected with participants after the program is over helps tracking and encouraging a long-lasting impact of the programSlide9
Dr. Anastasia Mirzoyants-McKnight
InterMedia Africa
mirzoyantsa@intermedia.org