Evaluating Impact

Government Communication ServiceCabinet Office

• Measuring the impact of communications

• Identifying what worked and what didn’t work

• Insight for future communications activity

Having Impact

The campaign framework

Audience Insight

Objectives

Strategy/Ideas

Implementation

Scoring/Evaluation

Review and refresh the

approach after each phase of the

campaign

Use real time feedback to optimise

implementation

Use audience insight to check whether

objectives are realistic and feasible

PROOF: 5 principles for good evaluation

P

R

O

O

F

Pragmatic - best available within budget, not best ever

Realistic - prove what you can, acknowledge what you can’t

Open - record and share as much as possible

Objective - be honest and constructive about results, so we can learn for the future

Fully integrated – integral part of planning and delivery, not an add-on at the end

Mapping the impact of your activity on that

journey

What activity will you

carry out?

How many of end audience do you

reach?

How do they react – what do they think or feel?

What is the end behaviour

achieved?

What do they do as a result of seeing the

activity?

Inputs Outputs Out-takesIntermediate

outcomesFinal

outcome

Where your audience are now

Where you want them to be

Identify data sources and collect data

Standard metrics

Return to your evaluation plan and journey map

Analysis

Report: sharing results

Some pointers if you’re writing your own reports:

In agreed formatLogical structureSeparate fact from opinion and

conclusionsAppropriate visualsDashboards Forward-facing and actionable Who needs to do what?Tailored to different audiencesStored in accessible format

Badger cull coverage on social networks

Brian May has continued to tweet today (see right) and some general comments from interested parties continue but at low levels.

The trend however continues downwards with less than 150 in the past 24 hours.

Influencers

Social Analytics – typical announcement

12

Example of a dashboard

Any questions?