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KAMPALA 2012

KAMPALA 2012. Vivien Marles Managing Director InterMedia Africa. Why Does Impact Matter?. Measuring Media Impact: An Analytical Framework. Multiple Stakeholders. Create a more pluralistic and democratic media environment. Change attitudes and behaviours in key development areas.

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KAMPALA 2012

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  1. KAMPALA 2012 Vivien Marles Managing Director InterMedia Africa

  2. Why Does Impact Matter? Measuring Media Impact: An Analytical Framework

  3. Multiple Stakeholders Create a more pluralistic and democratic media environment Change attitudes and behaviours in key development areas Inform and influence favourable attitudes and behaviours toward government policy Maximize reach, share and advertising impact Produce and distribute content which is trusted and shared Campaigning around issues

  4. 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

  5. Environment has Changed

  6. 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

  7. 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

  8. A Toolkit for Impact

  9. Four Components of Media Impact

  10. Audience Journey to Impact Knowns Unknowns 4. IMPACT OF EXPERIENCE CURRENT FOCUS OF RESEARCH 3. EXPERIENCE QUALITY 2. EXPOSURE AMOUNT AND FREQUENCY 1. MOTIVATION/ AWARENESS TO ACCESS/CONNECT NEED TO SUPPLEMENT MEASURES

  11. Knowns and Unknowns

  12. Mixed-Methods Approach • 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)

  13. Quantitative Measures

  14. Scores for Two Broadcasters Broadcaster 2 Broadcaster 1

  15. Broadcaster 1: Key Drivers to Impact Exposure Reaction Impact Motivation Top 3 Reaction Metrics Can Trust 1. Unique 2. Easy to understand 3. Up-to-date news Listened: Yesterday Discuss News About Other Countries Unbiased and Objective Listened: Last 7 Days 1. Up-to-date news 2. Unique 3. Relevant News/ High Quality Continue to Use this station Spontaneous Awareness Relevant News Listened: Last 4 Weeks Up-to-Date News 1. Unique 2. Can trust 3. High quality Recommend this station to Others Prompted Awareness Listened: Last 12 Months Easy to Understand Station helps to Inform Opinion 1. Relevant news 2. Up-to-date news 3. High quality Unique Listened: More Than 12 Months High Quality 2nd 1st 3rd KEY

  16. Broadcaster 2: Key Drivers to Impact Exposure Reaction Impact Motivation Top 3 Reaction Metrics Can Trust Listened: Yesterday Discuss News About Other Countries 1. Relevant news 2. High quality 3. Easy to understand Unbiased and Objective Listened: Last 7 Days Spontaneous Awareness 1. Easy to understand 2. Can trust 3. High quality Continue to Use this station Relevant News Listened: Last 4 Weeks Up-to-Date News 1. Relevant news 2. Unbiased and objective 3. High quality Recommend this station to Others Prompted Awareness Listened: Last 12 Months Easy to Understand Station helps to Inform Opinion 1. Relevant news 2. Can trust 3. Unbiased and objective Listened: More Than 12 Months Unique High Quality 2nd 1st 3rd KEY

  17. Engagement Quadrant as a Diagnostic Tool HIGH MOVITATION/ AWARENESS • LOW IMPACT ZONE • Little interest in (Al Jazeera) • Occasional content consumer • 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 LOW QUALITY EXPERIENCE HIGH QUALITY EXPERIENCE CONTENT PRODUCTION CHALLENGE MARKETING/BRANDING CHALLENGE • MEDIUM IMPACT ZONE • Consuming (Al Jazeera) content • Creating conversations/buzz about (Al Jazeera) content • NO IMPACT ZONE • Has never heard of (Al Jazeera) • Has heard and has no interest in (Al Jazeera) • Has rejected the (Al Jazeera) brand LOW MOVITATION/ AWARENESS

  18. Qualitative Measures

  19. Digital Measures

  20. Identifying Digital Impact Through Trend + Flow Volume, semantics and trends Facebook Friends Twitter Followers

  21. Obama in Brazil: Key Nodes LeisecaRJ Celsoathayde Maria_fro JairoRoberto Dominiofeminino

  22. Obama in Brazil: Sharing Information

  23. Digital Landscape Following Obama’s Visit State Dept. Whitehouse Obamabr.org Twitter Bloggers / political comment : Newsbusters Orkut

  24. Who is Sharing What in Uganda? Which users are mentioned? What is being discussed?

  25. Most Shared Links • 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

  26. Content Sharing Behaviour • BBC World, BBC Africa & Standard Kenya, largely passed on by different communities. • Radio / TV host Alan Kasujja. • Angelo Izama & TumwijukeOmutahinga are key information brokers in the network. • International investment discussion and President Yoweri K Museveni.

  27. 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)

  28. www.intermedia.org Vivien Marles Managing Director InterMedia Africa marlesv@intermedia.org

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