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Evaluating the effectiveness of your online presence
Balancing the global potential and local constraints of web-
based educational and informational campaigns
Web-presence: pros and cons
PROSWhat 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?
Internet presence and and web-analytics
When?
• Before the program starts
• During the program
• After the program
What?• Mine the history • Track movements
and conversations
• Observe engagement• Listen 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 above
Case Study 1: Audience beforea global educational consortium
• Identify the web environment in which the program takes place: Find key topics and key people Understand relationships
What can Twitter tell us?
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 discussions
Conversation tracking: LiveJournal, Facebook and Twitter are potential platforms for promoting Broadcaster
Audience 1
• The 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 duringan international broadcaster
• Are you talking to the right people? Are we using the same language as they do?
Can we fix broken links?
Case study 3: Audience aftera public diplomacy initiative
• What will people do next? For a lasting impact, audiences should remain
actively connected even after the program is over
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-outs
• Staying connected with participants after the program is over helps tracking and encouraging a long-lasting impact of the program
Dr. Anastasia Mirzoyants-McKnightInterMedia Africa
mirzoyantsa@intermedia.org
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