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

Twitter

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

marlesv@intermedia.org