AMEC’s INTEGREREDE EVALUERINGS-FRAMEWORK
Velkommen til AMEC’s nye integrerede evaluerings-framework. Denne nye del af AMEC’s hjemmeside er sammensat for at imødekomme nogle af de mest almindelige udfordringer, som kommunikatører står over for i dagens foranderlige medielandskab.
Mange af de evalueringsmetoder og -teknikker, som branchen i efterhånden mange år har taget for givet, er ikke længere tilstrækkelige, da den organisatoriske silotankegang er ved at udfases. PR-folk forventes i dag at arbejde på tværs af mange forskellige medier og ikke mindst aktivt at anvende og måle på disse nye platforme. Dette betyder, at arbejdet med PR i dag omfatter mange forskellige slags medier – både betalte, delte og ejede. For at holde fokus er man således nødt til at planlægge og måle kommunikationsindsatsen på en ny og integreret måde.
For at bevise værdien af kommunikation i en tid, hvor ansvarlighed er i fokus, er det afgørende at hæve analyseindsatsen. De seneste 20 år har normen været at behandle indhold, men i dag er kommunikatører nødt til at vise den effekt, som kommunikationsindsatsen har haft på virksomhedens målsætning.
AMEC’s nye integrerede evaluerings-framework illustrerer netop, hvordan dette kan gøres.
Det interaktive element i dette værktøj guider dig gennem processen – fra formuleringen af en eller flere målsætninger til etableringen af en plan, identificering af målgrupper og efterfølgende måling af outputs (resultater), outtakes (reaktioner), outcomes (effekter) og indflydelse (impact).
Hvert trin i denne proces bidrager med yderligere information og forslag til potentielle tilgange og målinger, som kunne være interessante i henhold hertil.
AMEC’s integrerede evaluerings-framework tilbyder en valideret metode, som kan anvendes af virksomheder i alle størrelser, men som ligeledes kan skræddersys i forhold til specifikke cases og målsætninger. Det er gratis, og alle har lov til at gøre brug af det, hvilket betyder, at alle organisationer kan anvende og gøre gavn af værktøjet – det være sig alt fra universiteter til in-house-afdelinger i virksomheder, PR-bureauer eller analysevirksomheder.
Denne nye integrerede metode erstatter AMEC’s tidligere frameworks ”Valid Metrics” og ”Social Media Measurement Frameworks”. Branchen har nu i stedet én samlet tilgang og ét framework, som er tilpasset nutidens udfordringer.
Dette nye framework illustrerer, hvordan man kan operationalisere Barcelona-principperne og demonstrerer, hvordan man kan omforme disse principper til handlinger og slutteligt vise og bevise værdien af din kommunikationsindsats.
Som tillæg til og baggrundsmateriale for frameworket består dette site af en række artikler, som kan visualisere målingerne. Dette inkluderer en evalueringstaksonomi, som for hvert trin i processen oplister og forklarer, hvilke målinger, milepæle og metoder, som skal tages i betragtning.
Jeg vil gerne give en stor tak til professor Jim Macnamara fra University of Technology Sydney for at have skabt dette værdifulde værktøj og for at dele det med AMEC-netværket.
Det nye framework er resultatet af en masse menneskers hårde arbejde – en stor tak til dem alle.
AMEC Chair
INTRODUCTION TO THE NEW INTERACTIVE TOOL
Welcome to the new Integrated Evaluation Framework! For over six years, AMEC has been championing a better way of measuring communications with its Integrated Evaluation Framework. This framework has helped many agencies and clients improve their measurement and evaluation. But we needed to make it more user friendly, intuitive and engaging.
So a working group spanning agency, in-house, market research and academia built the new Interactive Integrated Evaluation Framework.
We wanted to make something that took users on a clear measurement journey. Importantly, we wanted to find a mechanism that would help higher quality measurement pervade the industry.
THE NEW INTERACTIVE TOOL
We have built it in a tile format for a clear step by step process. Each tile is numbered so you know where you are in the process. The journey takes you from organization objectives and communication objectives all the way to business impact.
When you click each tile, you get the space to fill in your work. To guide you, within each tile is an (i) icon, which when clicked provides a pop-up with additional information and an explanation of the section. Furthermore, inside the pop-up is a link to a measurement taxonomy – giving you even more information on what types of measures to include.
So how do you use it?
Giles Peddy
Group Managing Director UK, LEWIS
Lewis gets great benefit by putting each of its clients squarely at the heart of the Integrated Evaluation Framework. We urge you to do the same.
Image use courtesy of Lewis.
Like all good measurement, it should start with clear organizational objectives. These can come in many different forms, whether they be awareness, advocacy, adoption or demand related. Following on from organizational objectives, is communication objectives. These should reflect and mirror the organizational objectives. Remember, the difference between an objective and a goal is that an objective has a measure of impact (e.g. 20% increase in brand awareness), compared to a goal that is an aspiration (e.g. increase brand awareness).
In outputs, this covers the core measures across PESO. So for example what was the reach of the paid advertising, how many visitors to the website, how many posts, tweets or retweets, how many people attended the event, and how many potential readers of the media coverage. This is quantitative and qualitative measures of outputs.
PLEASE NOTE: AMEC cannot save the information due to data protection requirements and therefore once you close the webpage, the information is lost. It is why we have made the PDF generator available for saving to your computer so you can keep your work, and use other PDF converter tools to make it editable.
This section covers two important areas. Firstly, to define the target audiences of the campaign. Second, is the strategic plan and other inputs such as describing some of the situation analysis, resources required and budgets.
This section is outlining what activities were carried out, any testing or research, content production etc. Importantly, the tool recognizes the importance of paid, earned, shared and owned (PESO) and gives users the ability to tag accordingly.
In outtakes, this refers to the response and reactions of your target audiences to the activity. How attentive were they to the content, what was their recall, how well understood is the topic, did the audience engage with the content or did the audience subscribe to more information.
In outcomes, this measures the effect of the communications on the target audience. Have the target audience increased understanding, has it changed their attitude to the topic, has it increased trust and/or preference, has it had an impact on the intention to do something (e.g. trial, subscribe, register) or increased online advocacy.
This final section is where impact on the organizational objectives is evaluated. So here the tool is looking to cover reputation improvement, relationships improved or established, increase in sales or donations, change in policy, or improved social change. This is a clear demonstration of business outcome and link to organizational objectives.
Now what? Once completed click the SUBMIT buttons and you can convert your work into PDF for sharing or using in meetings or presentations. If you want to go back and EDIT, then click the red button at the top to make changes. Then click SUBMIT again. Save the PDF to your computer.