Presentation for the Open Society Foundations' Public Health Program on methods for analyzing the digital media use of grantees.

1. Digital Advocacy
Frameworks for Evaluation
Mary Joyce for the Health Media Initiative | June 14, 2011

2. Images: YouTube, Wikileaks, CartoonaDay.com, Ushahidi, Avaaz, AFP/Getty

3. What does it all
mean
for OSF grantees?
image: Sarah G.../Flickr

4. What is digital media
strategy?

5. How do I evaluate
my grantee’s digital
media use?

6. What are the indicators of
digital advocacy success?

7. Your questions will be
answered!

8. 5 Strategic Decisions
There are 5 elements of
digital communications
strategy.

9. 5 Strategic Decisions
Message Audience Action
Goal
What will motivate The people and groups What needs to What the
the audience to take that need to take that happen for the organization
the action action organization to wants to
achieve its goal achieve

10. 5 Strategic Decisions
Media Media choices come last.
They can only be made after all other
elements of the communications
The most effective Message strategy are in place.
medium for
transmitting the
message to the Audience
audience
Action
Goal

11. 3 Elements of Success
There are 3 elements of
good digital advocacy.

12. 3 Elements of Success
Content Connection Strategy
relationships with individuals
text, video, photos, audio, etc. understanding why
and organizations
images: popofatticus, xavi talleda, GDS Infographics /Flickr

13. 4 Stages of Development
There are 4 stages of
digital advocacy
development.

14. 4 Stages of Development
Crawl Walk Run
original crawl/walk/run/fly framework by Beth Kanter images: Josh Parrish, Shandi-lee, Danielle Mohler

15. 4 Stages of Development
Sit Crawl Walk Run
images: Josh Parrish, Shandi-lee, Danielle Mohler, lululemon athletica, Nathan Csonka Photography/Flickr

16. Grantee Evaluation
5 Strategic Decisions
3 Elements of Success
4 Stages of Development
Let’s put it all together!

17. Grantee Evaluation
content connection strategy
no strategic
sit no digital content no digital connections
understanding
crawl
walk
run

18. Grantee Evaluation
content connection strategy
no strategic
sit no digital content no digital connections
understanding
web site infrequently site links to partners, staff aware of audience,
crawl updated, digital content use email and SMS in action, and message
exists, but not shared personal life concepts
walk
run

19. Grantee Evaluation
content connection strategy
no strategic
sit no digital content no digital connections
understanding
web site infrequently site links to partners, staff aware of audience,
crawl updated, digital content use email and SMS in action, and message
exists, but not shared personal life concepts
web site updated regularly, listen to partners online,
are able to speak about
walk tentative steps into social staff use email and SMS in
their media strategy
media, where appropriate their work
run

20. Grantee Evaluation
content connection strategy
no strategic
sit no digital content no digital connections
understanding
web site infrequently site links to partners, staff aware of audience,
crawl updated, digital content use email and SMS in action, and message
exists, but not shared personal life concepts
web site updated regularly, listen to partners online,
are able to speak about
walk tentative steps into social staff use email and SMS in
their media strategy
media, where appropriate their work
lots of creative and leverage connections into creation and
run persuasive content on a collaborations, use email & implementation of a
number of platforms SMS w/ partners, supporters media strategy

21. Where are your grantees?
Grantee Evaluation
content connection strategy
no strategic
sit no digital content no digital connections
understanding
web site infrequently site links to partners, staff aware of audience,
crawl updated, digital content use email and SMS in action, and message
exists, but not shared personal life concepts
web site updated regularly, listen to partners online,
are able to speak about
walk tentative steps into social staff use email and SMS in
their media strategy
media, where appropriate their work
lots of creative and leverage connections into creation and
run persuasive content on a collaborations, use email & implementation of a
number of platforms SMS w/ partners, supporters media strategy

22. Discussion
How can you put these
ideas into practice with
your grantees?

23. Thank You
Mary Joyce
Site: www.maryjoyce.com
Blog: www.meta-activism.org
Email: Mary@meta-activism.org
Twitter: Mary_Joyce