KAMPALA 2012 Vivien Marles Managing Director InterMedia Africa.
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Transcript of KAMPALA 2012 Vivien Marles Managing Director InterMedia Africa.
KAMPALA 2012
Vivien MarlesManaging DirectorInterMedia Africa
Why Does Impact Matter?
Create a more pluralistic and democratic media environment
Inform and influence favourable attitudes and behaviours toward government policy
Campaigning around issues
Change attitudes and behaviours in key development areas
Maximize reach, share and advertising impact
Produce and distribute content which is trusted and shared
Multiple Stakeholders
Measuring Impact is Challenging
• Relevant to communication strategy and mission
• Contextualised to platform(s), target audience(s), geographies
• Incorporate multiple data inputs (quantitative, qualitative, online and offline)
• Build on existing research and measurement practice
• Easily articulated
• Aid decision making and strategic action at all levels
Environment has Changed
Media Behaviour has Changed• Seismic shifts in media/news consumption due to
technology
• “Patchwork” of news/views drawing from ever-increasing sources
• New technologies have both increased access to traditional media and changed the very definition of media and news
– citizen journalism, blogs, user-generated content
• Growing trust and pride in domestic news sources—outside voices no longer have monopoly on “truth”
• WOM influences multiply and amplify through mobile and social media
But…Some Things Haven’t Changed• Audiences are sophisticated
• People seek verification of news and views from multiple sources
• Trusted personalities draw loyal audiences
• Word-of-mouth (friends, family) remain most trusted sources
• While news and politics are important, entertainment is increasingly trumping news
• Traditional media are still dominant in most markets
• Young people are more demanding when it comes to access, presentation and quality, and are “heavily into” new technology
Four Components of Media Impact
CURRENT FOCUS OF RESEARCH
1. MOTIVATION/ AWARENESS TO
ACCESS/CONNECT
2. EXPOSURE AMOUNT AND FREQUENCY
3. EXPERIENCEQUALITY
4. IMPACT OF EXPERIENCE
NEED TO SUPPLEMENT
MEASURES
Audience Journey to Impact
Knowns Unknowns
Knowns: Motivation and Exposure
Unknowns: Experience and Impact
Media AccessMedia UseAwarenessP7D/ P4W reachAudience compositionMedia use by time of dayConsumption of media
content
KnowledgeAttitude changeBehaviour change:
Information shared (online, offline)
Content createdFurther info soughtReactions shared (online,
offline)Action taken
Knowns and Unknowns
• Integrates quantifiable and experiential issues around engagement online and offline
• Quantitative measures to produce scored indices
• Qualitative measures to strengthen the numbers and deepen understanding of individual impacts
• Digital measures of interaction to provide nuanced understanding of connections and interactions (networks)
Mixed-Methods Approach
Engagement Journey Possible Data Sources Measure
Motivation/ Awareness (score)
Establishment Survey?
% hh with access to TV/ radio/ mobile/ Internet% spontaneous awareness% prompted awareness
Exposure (score) AMPS? % used yesterday% used P7D% used P4W
Experience (score) Surveys % trustworthy% interested in topic(s)% no difficulty understanding
Impact (score) Surveys % report increased awareness of topic(s)/ increased understanding/ took some form of action
Quantitative Measures
Broadcaster 2
Broadcaster 1
Scores for Two Broadcasters
Exposure
Spontaneous Awareness
Prompted Awareness
Listened: Last 4 Weeks
Relevant News
Unbiased and
Objective
Can TrustDiscuss News About Other
Countries
Recommend this station to
Others
Continue to Use this station
Motivation Reaction Impact
KEY
Up-to-Date News
High Quality
Easy to Understand
Unique
Station helps to Inform Opinion
Listened: Last 7 Days
Listened: Last 12 Months
Listened: More Than 12 Months
Listened: Yesterday
1. Unique2. Easy to understand3. Up-to-date news
1. Up-to-date news2. Unique3. Relevant News/ High Quality
1. Unique2. Can trust3. High quality
1. Relevant news2. Up-to-date news3. High quality
Top 3 Reaction Metrics
Broadcaster 1: Key Drivers to Impact
1st 2nd 3rd
Exposure
Spontaneous Awareness
Prompted Awareness
Listened: Last 4 Weeks
Relevant News
Unbiased and
Objective
Can Trust
Discuss News About Other
Countries
Recommend this station to
Others
Continue to Use this station
Motivation Reaction Impact
KEY
Up-to-Date News
High Quality
Easy to Understand
UniqueStation helps to Inform Opinion
Listened: Last 7 Days
Listened: Last 12 Months
Listened: More Than 12 Months
Listened: Yesterday 1. Relevant news
2. High quality3. Easy to understand
1. Easy to understand2. Can trust3. High quality
1. Relevant news2. Unbiased and objective3. High quality
1. Relevant news2. Can trust3. Unbiased and objective
Top 3 Reaction Metrics
Broadcaster 2: Key Drivers to Impact
1st 2nd 3rd
HIGH MOVITATION/ AWARENESS
LOW MOVITATION/ AWARENESS
LOW QUALITY EXPERIENCE HIGH QUALITY
EXPERIENCE
CONTENT PRODUCTION CHALLENGE
MA
RK
ET
ING
/BR
AN
DIN
G
CH
AL
LE
NG
ENO IMPACT ZONE•Has never heard of (Al Jazeera)•Has heard and has no interest in (Al Jazeera)•Has rejected the (Al Jazeera) brand
HIGH IMPACT ZONE•Avidly consuming (Al Jazeera) content•Creating conversations/buzz about (Al Jazeera)content•Passing on (Al Jazeera) content to network – content has multiple lives
MEDIUM IMPACT ZONE
•Consuming (Al Jazeera) content•Creating conversations/buzz about (Al Jazeera) content
LOW IMPACT ZONE•Little interest in (Al Jazeera)•Occasional content consumer
Engagement Quadrant as a Diagnostic Tool
Engagement Journey Data Sources Measure
Motivation In-depth interviews & FGDs
Content resonates and meets a need
Exposure In-depth interviews & FGDs
Importance and place of content in daily life
Experience In-depth interviews & FGDs
Message engagement and information retention
Impact In-depth interviews & FGDs
Knowledge, understanding, action and change
Qualitative Measures
Engagement Journey Data Sources Measure
Motivation Establishment Survey/ AMPS
% platform access% interest in different types of content
Exposure Digital platform metrics # tweets# hash tags
Experience Digital platform metrics # Followers
Impact Digital network analysis # RetweetsTweet semanticsFollower networksAccount positioning
Digital Measures
Twitter Followers Facebook Friends
Volume, semanticsand trends
Identifying Digital Impact Through Trend + Flow
Celsoathayde
Maria_fro
JairoRoberto
LeisecaRJ
Dominiofeminino
Obama in Brazil: Key Nodes
Obama in Brazil: Sharing Information
Whitehouse
Obamabr.org
Orkut
Bloggers / political comment :
Newsbusters
State Dept.
Digital Landscape Following Obama’s Visit
What is being discussed? Which users are mentioned?
Who is Sharing What in Uganda?
• Uganda Olympic champion Kiprotich given hero's welcome
• Ugandan Office of the Prime Minister website defaced by hacker group “Anonymous”
• Global Voices coverage of gay pride march
Most Shared Links
• BBC World, BBC Africa & Standard Kenya, largely passed on by different communities.
• Radio / TV host Alan Kasujja.
• Angelo Izama & Tumwijuke Omutahinga are key information brokers in the network.
• International investment discussion and President Yoweri K Museveni.
Content Sharing Behaviour
Final Comment
“If democracy would be poorer without journalism, then journalism must have some effect. How can we measure those effects in some way?
While most news organizations already watch the numbers that translate into money (such as audience size and pageviews), the profession is just beginning to commit resources and invest in metrics for the real value of its work
Major newsrooms are publicly asking the question: How do we measure the impact of our work? Not the economic value, but the democratic value” (New York Times)
www.intermedia.org
Vivien MarlesManaging DirectorInterMedia Africa