This blogging assignment is due as a threaded blog post below by Wednesday, February 20 at 6:00 pm. No exceptions for late work, except with Dr. W's consent.
Read our HANDS ON SOCIAL MARKETING book, Section V, VI, and VII.
In a SINGLE blog post below for ALL chapters in EACH section, provide:
1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.
2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis. (Use 2 - 3 sentences for each.)
Then, include a SINGLE specific question you have after reading and blogging on ALL chapters.
Game on,
Dr. W
Section V
ReplyDeleteChapter 14-
1. Pretesting can ensure that the target audience comprehends the messages, detects other messages, catches mistakes, tunes you back to the real world, makes the materials more appealing, identifies details that subverts the message, and help select from several potential approaches.
2. “Having other professionals conduct a review as well will increase the chances of the content being accurate.” (p. 161)
“It is better to have excellent materials later than to provide mediocre materials immediately.” (p 162)
Chapter 15-
1. When conducting a pretest, the common methods are: focus groups, intercept interviews, self-administered questionnaires, theatre or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review.
2. “Pretesting should ideally include both qualitative and quantitative research methods. The strengths of one method can help compensate for weaknesses of another.” (p165)
“When your social marketing program includes elements that go beyond communications and require people to interact with their design, it’s a good idea to conduct usability testing” (p.170)
Chapter 16-
1. After pretesting, you need to analyze and interpret the results, possibly make changes to the materials, finalize the materials, and then finally run a pilot test.
2. “If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially “new” materials.” (p180)
“Monitor the process and outcome evaluation activities very closely to catch any potential problems or opportunities that should be addressed prior to the full implementation. (p183)
Question: what would happen if you didn’t do a pretest?
Section VI
ReplyDeleteChapter 17-
1. The implementation of your social marketing strategy requires a plan. A comprehensive plan includes: a deployment plan, a public relations plan, a social media engagement plan, and an internal readiness plan.
“Rather than jumping into implementation as soon as your materials are ready, take some time to plan each necessary step.” (p187)
“The media can be a very effective ally in getting your message out to your target audience” (p188)
Chapter 18-
1. When planning and buying traditional media for a social marketing campaign, there are many different options. It is important to consider: paid versus free media, broadcast media buys, print media buys, out of home media buys, and online media buys.
2. “Your campaign will benefit much more as a result of investing money into media buys.” (p197)
“Among pieces of information in the media kit that are most important for you to not and understand are the following: publication schedule, closing dates, size of advertising units, cost, format, placement, and geographic targeting. (p202)
“ When done in a relevant way, advertising on websites can be effective in reaching your target audience. The key is determining the right type of online marketing and making sure your ads are appearing on the sites frequented by the audience.” (p205)
Chapter 19-
1. Social media has emerged as an effective way of communicating and should be used in a social marketing campaign.
2. “Because the focus is on people talking to people, social media are based on relationships.” (p211)
“Social media are also based on sharing. Sharing in this context means two different things: first, sharing information, and second, sharing control.” (p212)
“Some of the factors you will need to consider as you plan your blog include the following: audience, theme, blogger, blog design, comment policy, schedule, images.
Chapter 20-
1. Using public relations strategies as part of your social marketing campaign accomplishes the following: lends credibility to your program and message via news coverage, reaches many people at once, does not require purchase of media time or space, develops mutually beneficial long-term relationships with media, and gets your message out quickly and efficiently.
2. “Find an angle that makes your idea stand out and grabs the reporter’s interest.” (p231)
“The term media refers to many different types of entities... Each of these channels provides different opportunities to reach particular audiences with a specific type of message.” (p233)
Chapter 21-
1. Before the implementation of a social marketing campaign, monitor the implementation by putting mechanisms in place to receive feedback.
2. “ Tracking the progress of your program helps you to accomplish the following: ensure the elements of the program are being carried out as planned, ensure quality, address any potential programs that arise…” (p247)
“ Most problems can easily be solved if you detect them early enough..” (p247)
Question: why is it so important to break down the steps of implementation so narrowly?
Section VII
ReplyDeleteChapter 22-
1. The final step of a social marketing program is evaluation. It is a crucial step and increases accountability.
2. “Balch and Sutton aptly pose three simple questions pertaining to each level of evaluation research: what should we do? How are we doing? Did we do it?” (p260)
“If done well, your evaluation activities will also help improve your program while it is being implemented as well as later incarnations.” (p259)
Chapter 23-
1. The design of your evaluation is important in determining the effects of your program on the target audience.
2. “ The design you use to carry out the evaluation will depend in part on your resources and the length of time the program is implemented. An evaluation design can either be cross sectional or prospective.” (p265)
“before you decide the actual method you will use…determine the point at which you will collect the data and how complex the evaluation design will be.”(p265)
Chapter 24-
1. The most common evaluation research methods are: surveys, observation, and qualitative methods.
2. “Surveys are by far the most widely used method to asses the success of a social marketing program.”(p271)
“The methods you use will be determined in part by the evaluation design and indicators you select.” (p271)
“In addition to conducting observations of peoples behavior directly, you can measure the evidence of their actions.” (p274)
Chapter 25-
1. If you use feed back to improve your program, you will have success in future decision making.
2. “The ultimate purpose of each of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs.” (p277)
“In addition to considering the elements you would change or eliminate, think about what you might add.”(p278)
Question: What if there is no negative feedback in your evaluation?
Section V
ReplyDeleteChapter 14
Pretesting is extremely important in social marketing and can help see how effective the product would be on the target audience.
“Pretesting might seem like an “extra”- nice to be able to do but not feasible given your time or budgetary constraints. But there are many reasons to pretest your materials or other elements of your social marketing mix with the target audience before finalizing them.” (161)
“The benefits of pretesting can do a lot to improve your materials, it is not infallible. The results are only as good as the quality of the research and interpretation.” (162)
Chapter 15
Preparing for the pretesting should include focus groups, intercept interviews, self administrated questionnaires, theater or natural exposure testing, usability testing, and expert and gatekeeper review.
“Some planning is essential before starting any pretest activities. First, decide which pretesting methods you will use. Then, prepare for the pretest by developing the appropriate type of questionnaire and recruiting the participants.” (165)
“Pretesting ideally should include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weakness of another.”(165)
Chapter 16
In social marketing, after your pretesting is completed, it is important to take the data and interpret it to help make your social marketing plan better, more effective, or to understand that no changes to be made.
“The results might conflict with each other, there might be no consensus, or you might simply not be sure where to start. At this stage, you will analyze and interpret your pretest results, make changes to the materials based on the feedback, pretest the new versions (if necessary), and then finalize your materials.” (179)
“Monitor the process and outcome evaluation activities very closely to catch any potential problems or opportunities that should be addresses prior to the full implementation. Look for anything that could not be foreseen through pretesting such as problems with recruiting, campaign partners, distributing the materials, or reading the phone number on the billboards.” (183)
Section VI
ReplyDeleteChapter 17
Social marketing has an implementation plan that consists of deployment, public elations, social media engagement, and internal readiness.
“Rather then jumping into implementation as soon as your materials are ready, take some time to plan each necessary step. The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.” (187)
“The media can be very a very effective ally in getting your message to your target audience. Use public relations strategies to attract coverage by the “free” media such as news outlets and talk shows.”(188)
Chapter 18
After understanding your necessary channels it is important to plan out the way you are buying your traditional media outlets and the importance of it.
“With an introduction to how it all works, you can navigate the world of media buys yourself to save your organization money and have more control over the process. Or, if you have a more complex media buy, you may decide to work with a professional media buyer who knows the ins and outs and can save you time and money.”(197)
“When determining how to structure your advertising schedule, consider whether you want to run your spots in rotation or in flights. Scheduling the ads in rotation means that the station airs them regularly during a specific period of time.”(198)
Chapter 19
Social media is important in social marketing because it has many different outlets and tools to allow the audience to have a deeper understanding of your social marketing goal.
“Use social media to then draw the vertical line down, with deeper engagement for a narrower segment of the audience. After the campaign’s messages reach a broad swatch if the population, the people how want more information or to interact with others around the issue can move to the social media realm to do so.” (209)
“The wide variety of social media tools, with more launching every day, means that no book could explain how to use all of them. There are, however, principles that cut across all the tools that ensure that you will be more effective in your social media interactions.” (211)
Chapter 20
Public relations has a large importance in generating publicity for your social marketing message, however it is necessary that it reaches the audience in the correct and most effective way.
“Public relations cam be useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets. On the other hand, if your target audience does not pay much attention to the news, then these techniques might not be worthwhile for your program.” (229)
“As with every aspect of your social marketing campaign. Set goals consistent with your overall program strategy.” (230)
Chapter 21
Before implementation it is important to interpret the results by process evaluation and tracking mechanisms.
“Process evaluation activities monitor the day-today operations of your program so that you can saw with relative certainty what comprised the actual intervention. You can evaluate the effects and contributions of each piece of the program to change or remove elements that are not working as intended. “ (248)
“The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices. Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results.” (249)
Section VII
ReplyDeleteChapter 22
Evaluation is difficult to do in social marketing but it is necessary to receive feedback that can help benefit your goal.
“Evaluation creates accountability. For this reason, many people are wary of having their programs evaluated and would to prefer to rely on anecdotal evidence of success rather then actual data that may or may not reflect well on them.” (259)
“The anxiety often felt by new social marketers about evaluation is not entirely without basis. Done correctly, an evaluation can provide valuable data and feedback.” (262)
Chapter 23
Using an evaluation design with data from existing records, same-group pretest-posttest, comparison to standard, and evaluation indictors can help determine the effect of your program on the target audience.
“This will determine where you find your data, at what points you take measurements and whether you will use comparison groups. The design you use to carry out the evaluation will depend in part of your research and length of time the program is implemented.” (265)
“Because true experimental research can be very costly and requires a huge level of expertise, it is not practical to expect from small-scale marketing programs. You can, however, structure your evaluation to increase your chances of obtaining valid results even if you do not use the most rigorous designs. “ (265)
Chapter 24
Evaluation methods are very important and are seen in common ways, surveys, observation and qualitative research.
“Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadcast view of the effects of your social marketing program and areas that need improvement. The methods you use will determined in part of the evaluation design and indicators you select.” (271)
“Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data, preferably those that can be compared to the same measurement before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.” (271)
Chapter 25
Using feedback to improve your program is necessary to create strong social marketing goal.
“The ultimate purpose of each of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs. The results will do no good to any one if they are not acted on or are immediately retired to a shelf.” (277)
“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time-as events actually occur-allows you to improve your program when it occur-allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” (277)
How do you know if your pretesting was effective?
Section V
ReplyDeleteChapter 14:
Pretesting your materials will help ensure that they are accurate, comprehensible, and suitable for your target audience.
“Having other professionals conduct a review as well will increase the chances of the content being accurate. Pretesting helps you to avoid the cost of completely redoing unusable materials after production.” (p 161)
“The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately.” (p 162)
Chapter 15:
In conducting the pretest, qualitative and quantitative research methods should be used through focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, or expert and gatekeeper review.
“Prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants. Interviewers or focus group moderators also will need to be trained or brought on board for the project.” (p 165)
“In addition to exploratory research, focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.” (p 165)
Chapter 16:
Upon receiving your pretesting results, you must analyze and interpret your information. From there, you need to decide if you need to make changes and pretest again before finalizing your materials.
“Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics (e.g, text, visual design, message concepts). In each topic, label each idea as “definitely change,” “possibly change,” or “do not change.” (p 179)
“If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially “new” material.” (p
180)
Section VI
ReplyDeleteChapter 17:
In developing an implementation plan, you should cover activities prior to implementation as well as what to you after your plan has launched. A comprehensive plan includes: a deployment plan, public relations plan, social media engagement plan, and internal readiness plan.
“A deployment plan will help you to think through all the steps involved in producing your materials and getting them from Point A to Point B (it is not always a straight line), as well as installing any structural or environmental features of your program prior to launch.” (p 187)
“In additional to having your social media tools set up on time for the program launch (and ideally much earlier than that to be able to start to build a base of followers), you will need to create a plan for how your program will engage with people via social media.” (p 189)
Chapter 18:
When buying traditional media, it is important to look into and consider paid versus free media, broadcast media buys, print media buys, out-of-home media buys, and online media buys to adequately reach your target audience in an efficient manner.
“The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs. If you know that members of your target audience tend to listen to a particular radio station as they drive to work in the morning, then you can ensure that your ad will run at that time.” (p 197)
“To identify the publications that will reach your target audience, you have several options. One source of information is the Standard Rate & Data Service (SRDS), which publishes several directories with information for advertisers on newspapers, consumer magazines, and business publications.” (p 201)
Chapter 19:
Social marketing is a great tool that allows two-conversations through relationships with the people you are trying to reach. It is important to set objectives and find the appropriate channels to reach your target audience.
“Traditional websites provide a one-way flow of information, from the site’s creator to the user, while social media sites offer opportunities for users to interact with the site’s content creators.” (p 209)
“The biggest difference between social media and traditional media is that these tools allow for two-way conversations. Rather than talking “at” the people we want to reach, we can now talk “with” them.” (p 213)
Chapter 20:
In order to use public relations effectively, you must be able to generate coverage for the appropriate traditional and online media outlets.
“The term media refers to many different types of entities- radio, television, newspapers, and magazines, computer software, and the Internet- that vary extensively within each category. Each of these channels provides different opportunities to reach particular audiences with a specific type of message.” (p 233)
“The key to implementing your media strategy is getting your information to the right people at the right places at the right time. Use your media contact list to identify the appropriate person for your purposes at each outlet.” (p 234)
Chapter 21:
Through monitoring, you will be able to ensure that implementation is on the right path toward accomplishing your program’s goals.
“Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what comprised the actual intervention. You can evaluate the effects and contributions of each piece of the program to change or remove elements that are not working as intended. By keeping your finger on the pulse of the program, you will be able to adapt and make necessary adjustments along the way. (p 248)
“The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices. Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results.” (p 249)
Section VII
ReplyDeleteChapter 22:
Through evaluating your organization, you can gain useful information to improve your program and create accountability.
“By identifying what does and does not work, you will be able to focus your resources on the most effective parts of the program and eliminate or reduce other components.” (p 259)
“Several types of evaluation help to assess different aspects or program success throughout the life of the project...Balch and Sutton aptly pose three simple questions pertaining to each level of evaluation research: What should we do? How are we doing? Did we do it?” (p 260) (as apposed to one question- did the program work?)
Chapter 23:
Your evaluation design will help you to determine where you find your data, at what points you take measurements, and whether you will use comparison groups.
“The design you use to carry out the evaluation will depend in part of your resources and the length of time the program is implemented. An evaluation design can be either cross-section (i.e., administered to people randomly chosen at particular points in time) or prospective (i.e., following the same individuals over time).” (p 265)
“Changes in the evaluation indicators, or key outcomes to be measured, will tell you whether you have achieved your social marketing objectives.” (p 268)
Chapter 24:
The evaluation methods you use will be determined on your evaluation design and the indicators you select, but include both quantitative and qualitative research methods.
“Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.” (p 271)
“Although you generally cannot validly compare the results of qualitative research before and after the campaign, the data gathered using these methods will give a good indication of which elements were effective from the target audience’s perspective and how the campaign could be improved for the next phase.” (p 274)
Chapter 25:
Using your feedback in a timely manner, responding to relevant information, helps you improve your program when it counts, rather than going back to see what you should have done.
“The ultimate purpose of each of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs. The results will do no good to anyone if they are not acted on or are immediately retired to a shelf.” (p 277)
“Effectively using feedback is an interactive, as well as iterative, process in which the elements of your program constantly are adjusted in relation to other components based on new information.” (p 277)
This comment has been removed by the author.
DeleteQuestion: Is there any way to know if your evaluation design if efficient enough for the information you are seeking (before getting results)?
ReplyDeleteChapter 14 discusses pretesting and why it is necessary as well as basic strategy surrounding it.
ReplyDelete“By pretesting, you can accomplish the following, Ensure that the target audience comprehends the messages, detect other interpretations, catch potentially costly mistakes, tune back into the “real world”, make the materials more appealing, identify details that subvert the message, and select from among several potential approaches.” 161-162
“…There are no guarantees that the program will be successful. Pretesting can give you an indication of the strengths and weaknesses of your material, but it cannot definitely determine what will work.” 162
Chapter 15 talks about how you must plan pretesting including strategies for your specific kind of pretest.
“Common pretesting methods include the following: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, expert and gatekeeper review” 165
“In addition to testing the materials with the target audience, it often is helpful to include professionals in the field and representatives of intermediary organizations in the review process. The “experts” might include people with extensive knowledge of the subject matter or audience to ensure that the information provided is technically accurate and appropriate…” 171
Chapter 16 is all about what to do with your pretesting results after it is collected.
“ In your analysis, the “definitely change” items should include the following: factual errors, unclear sentences or words, changes noted by a clear majority (so long as the changes are reasonable), easy changes (e.g., wording, colors, layout), elements or versions that definitely do not work.” 179
“ The test market can help to diagnose strengths and weaknesses of the program so that each element can be fine-tuned. Pilot testing helps the staff become experienced in operating the program and in measuring real-life costs.” 182
Chapter 17 focuses the reader on planning for implementation not just going gong ho too quickly.
“A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan, and internal readiness plan.” 187
“In addition to having your social media tools set up on time for program launch (and ideally much earlier than that to be able to start to build a base of followers), you will need to create a plan for how your program will engage with people via social media.” 189
Chapter 18 explains how you can go about buying media space.
“ Actually your campaign will benefit much more as a result of investing money into media buys. Of coarse, if you do not have enough money to pay for your media placements, then PSA’s are an alternative.” 197
“If you have a community-based boating safety campaign, you can show your ads only to those who list boating as a favorite activity and live in your community. Or if you are reaching out to child care workers with a campaign to improve the nutritional quality of the food they serve their charges, a customized campaign might be welcomes.” 206
Chapter 19 explains social media as one form of reaching an audience.
“ The 10 “Cs” of social media: communicate your message, converse with others, connect with people with similar interests, collaborate and co-create content, collect and categorize information online, collective wisdom pooled in one place, customize your online work environment, community building, consumer research, customer service.” 211
“ As with the rest of your social marketing program, evaluation is an important part of the process to help you adjust your social media approach and improve your effectiveness. The objectives you initially set for what you would lie to achieve with social media should guide the types of data you collect to determine success.” 216
Chapter 20 describes how public relations can be used along side traditional bought media.
ReplyDelete“ You can use public relations methods to accomplish the following: supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, put pressure on policymakers to address your issue.” 230
”Keep in mind that the news media need people like you to help them fill column inches and airtime. You know the topic, you have interesting ideas for stories, and you have access to the people the stories are about. Although you should not contact a reporter every week with a story concept, do not feel intimidates about calling if you truly have a newsworthy idea.” 238
Chapter 21 says how even before implementation you must put in monitoring mechanisms to track feedback.
“Tracking methods: materials inventory, distribution list, materials placement audit, and digital materials distribution tracking.” 249
“ The information that a process evaluation provides can help with improving the program during implementation itself rather than waiting until the campaign is over to access whether the program went as planned.”
Chapter 22 is about evaluation basics like why you must evaluate and what it means to evaluate.
“Evaluation creates accountability…Positive results also might assist you in securing additional funding in the future.” 259
“Done correctly, an evaluation can provide valuable data and feedback. Done poorly, an ineffective campaign might receive glowing review, or the positive effects of a well-constructed program might go undetected.” 262
Chapter 23 discuses the commonly used approaches to evaluation design.
“ For small-scale social marketing programs, the most common evaluation design is to take a measurement of the target audience before and after implementation. This generally is the least expensive method of collecting valid data if you are conducting primary research.” 266
“Community-based indicators can be related to the following: Environmental change, policy and regulation, information accessibility, behavioral outcomes.” 269
Chapter 24 discusses methods for collecting qualitative and quantitative evaluation information.
“Surveys are by far the most widely used method to asses the success of a social marketing program... If you conducted a knowledge, attitudes, and behaviors survey in the planning phase of your program, then use the same questions in the evaluation questionnaire and the same methodology to asses overall changes in response.” 271
“The questions you ask using qualitative methods will be somewhat different from those in a survey because you can draw out more detail and context. Although you still will be looking for evidence of changes made as a result of your social marketing program, you will find it couched in the experience and viewpoint of individuals rather than as general trends in a population.” 274
Chapter 25 explains how the goal of feedback is to make future projects more successful.
“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time – as events actually occur – allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” 277
“The following information should be included in your evaluation report: Program background, evaluation methodology, evaluative findings, and recommendations.” 278
QUESTION: Are these skills transferable to non-social marketing projects?
Chapter 14: Pretesting is necessary in the social marketing process and allows for any bugs to be fixed before it is too late.
ReplyDelete--The idea of pretesting is like test driving a new car before it goes on market; any problems should be noticed and addressed while it is still relatively easy to do so.
--"By having many people look over your materials, potential problems will more likely be found...Pretesing helps you to avoid the cost of completely redoing unusable materials after production."(p161)
Chapter 15: Pretesting cannot be done properly without planning and some sort of methodology.
--Simply running a pretest without going over details can be the difference between a poorly run campaign and an excellent campaign.
--"Some planning is essential before starting any pretest activities...Pretesting should include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weaknesses of another."(p165)
Chapter 16: Pretesting is useless unless you analyze and interpret the results before releasing the marketing campaign.
--"If there is substantial disagreement, then the target audience generally should be the ultimate arbiter, but recognize that internal politics within the program might dictate some decisions as well."(p180)
--"If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially "new" materials."(p180)
Chapter 17: Even after finalizing materials, developing an implementation plan will allow for a more streamline campaign even after it is released.
--"A comprehensive plan includes a deployment plan, public relations plan, social media engagement plan, and an internal readiness plan."(p187)
--"A deployment plan will help you to think through all the steps involved in producing your materials and getting them from point A to point B."(p187)
Chapter 18: There are many different ways to approach media buying, and many different options to choose from.
--Given the number of media platforms, media buying can be stressful but there are many professional firms that act as a middle man in order to make the process less daunting.
--While PSAs are a free alternative, the station gets to choose when to run the ad which may not have the desired amount of reach as a paid ad would.
Chapter 19: Social and traditional media both have their advantages and disadvantages.
ReplyDelete--Social media reaches a narrower audience but it delivers a deeper message, and traditional media reaches a wider audience with a shallower message.
--"Using social media doesn't mean that marketing via traditional forms of media is no longer necessary; each channel is appropriate for different purposes and audiences."(p209)
Chapter 20: Public relations is a good way of spreading word about a marketing campaign in place of a mass media campaign.
--PR "lends credibility to your program and message via news coverage, reaches many people at once, does not require purchase of media time or space, develops mutually beneficial long-term relationships with media, gets your message out quickly and efficiently."(p229)
--On the other hand, "you have less control over how your messages are conveyed, media coverage is not guaranteed, you might not reach your target audience members with the media that cover your program, and big news developments might bump your story or take precedence over the press conference you planned for months."(p229)
Chapter 21: Monitoring mechanisms will provide feedback on the campaign and potentially catch any problems that arise early on.
--"Tracking the progress of your program helps to accomplish: ensuring that the elements of the program are being carried out as planned, ensuring quality, addressing any potential problems, altering the course of the program, keeping staff and partners energized, knowing when you might be running out of materials, and assessing the results of your program."(p247)
--Monitoring is a great way to keep organizers' minds on the campaign and ensures a smooth program.
Chapter 22: Evaluation is the final key component of a successful social marketing campaign and it has proved to be beneficial to those running the program.
--"Think of evaluation as something you are doing for yourself rather than for your funders because you will benefit much more than they will. Even if you do not have an outside organization telling you to evaluate your program, it is still good social marketing practice."(259)
--"Social marketing research does not have to be the type of research you learned about in school...There is a place for this type of research in social marketing, but for the most part, you can use relatively simple methods to get the type of information you need."(p259)
Chapter 23: Having a plan of action in regards to evaluation will determine the quality of the information received from said evaluation.
ReplyDelete--"In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience. How accurately you do this relates to whether or not you use an experimental approach."(p265)
--"Before you decide the actual method you will use, determine the points at which you will collect the data and how complex the evaluation design will be."(p265)
Chapter 24: Using different methods of evaluation will give you the widest array of relevant information.
--"Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data is the only way in which to really demonstrate behavior change and other effects to funders or critics of your program."(p271)
--"Observation is a technique you can use to measure people's actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task."(p272)
Chapter 25: Feedback helps you see the ups and downs of a given campaign and helps you improve on future programs.
--"The ultimate purpose of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs. The results will do no good to anyone if they are not acted on or are immediately retired to a shelf."(p277)
--"Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program."(p278)
QUESTION: Is anyone actually reading this?
Ch 14
ReplyDeletePretesting principles are a way to measure if your marketing strategy will be effective in achieving your goals by double-checking your execution of your research.
“ Pretesting can give you an indication of the strengths and weaknesses of your materials, but it cannot definitively determine what will work p.162” “Qualitative research methods, such as focus groups, are the most common form of pretesting p.162”
Ch15
In conducting the pretest one must understand the pretesting methods that will work best from focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, or expert and gatekeeper review.
“Self –administered questionnaires are a pretesting method that gathers responses from many people simultaneously without requiring a large investment in staff time p.167.” “ … focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications p.165.” ( Works similarly for focus groups for pretesting)
Ch 16
In using the pretesting results one must survey and organize/categorize all reactions, insights, and suggestions.
“In each topic, label each idea as “definitely change,” possibly change,” or “do not change p.179.” “The pretesting stage can go on indefinitely, moving back and forth from message and material development to pretesting until your results show that not a thing should be change p.180.”
Ch 17
In developing an implementation plan there are four steps, which need to be included, which will set guide the plan during and after the plan is executed.
“A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plane, internal readiness plan p.187.” “ The event you offer should meet three criteria. First, it must attract members of your target audience. Second, it must communicate your message. Third, it must be considered newsworthy enough by the media for them to cover it or be interesting enough to generate social media buzz…p188.”
Ch 18
ReplyDeleteIn order to plan and buy efficient traditional media one must understand the different types of media one can buy, which are free, and when to seek help on a deal and principles of buying traditional media.
“ Talk to the salespeople at each station to find out what is available that meets your specifications and to try to bring the price down or get more value in other ways p.200.” “The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs p.197.”
Ch19
When engaging in social media, one must approach the situation for what it is, building relations with the masses through sharing, following appropriate principles, and networking.
“ The biggest sin in social media (or any kind of communications) is being boring. To get people to pay attention to you, you need to offer something of value p.212.” “Don’t jump into writing a blog or starting a Facebook account just because it seems that everyone else has one. You will need to think through what your overall objectives are, who you audience is, and how much time you have to put into social media activities before determining which tools make the most sense p.214.”
Ch 20
In order to have an effective social marketing plan, one must invest in creating credible usage of media outlets and public relations in order to generate publicity to ones target audience.
“ Determine exactly what your want to accomplish through your public relations efforts p. 230” “The term media refers to many different types of entities-radio, television, newspapers and magazines, computer software, and internet- that vary extensively within each category p.232.”
Ch 21
There must be away in which to monitor and measure the various stages of a marketing strategy before implementation in order to create a means of which to identify and solve problems throughout the process.
“ Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what comprised the actual intervention p.247.” “Internally determine how closely the program is meeting the projected timeline and budget as well as whether staff members understand and perform their roles correctly p. 248.”
Ch 22
ReplyDeleteEvaluations are important to build a reputation of accountability, also well as to build an accessible means to identify does and don’ts as ones program progress.
“ Outcome measures are commonly used in summative evaluation to link achievement of the program’s objectives to campaign activities p.261.” “Your evaluation need not be conducted by an outside evaluator, although if you lack research expertise on your staff or wish to ensure a totally objective assessment, you will find a consultant quite useful p.259.”
Ch 23
In order to draw a reliable conclusion as to whether your strategy was successful, your plan must have a true experimental design to give a positive conclusion to the success of your campaign.
“ A true experimental design allows you to state with relative certainty that it was your campaign, rather than outside influences, that caused any differences you find p.265.” “ By carefully selecting the indicators you track, you will be able to identify where your program objectives has been most successful or where it needs more work p.268.”
Ch 24
The evaluative methods used to collect the proper data through the evaluation are qualitative and quantitative, which will influence the design and indicators selected.
“ You create a protocol for the observers to follow that tells them where and when to conduct the research, what behaviors to look for, and how to code their observations p. 273” “ The stories of individual people can be quite powerful as a way of demonstrating the program’s effects at a personal level p.275”
Ch 25
Feedback is the most important way in which to improve ones program, in terms of current and future succession of marketing strategy and implementation of program.
“ Responding to relevant information in real time- as events actually occur- allows you to improve your program when it counts rather than retrospectively realizing what you should have done p. 277.” “ Whether you will continue with additional phases of implementation of the same campaign or design future social marketing program on other topics, you can learn and apply the lessons gleaned from the outcomes of this program p.278.”
Question: Is your marketing strategy ever completely finished?
Chapter 14: Pretesting is essential in communicating with the target audience by making sure that the audience understands the message and determine how effective the campaign will be when trying to reach the target audience.
ReplyDelete“An essential part of developing a social marketing program is pretesting your communication with the target audience. That way, you will know how to get its attention and ensure its comprehension of the messages so that your target audience will hear the trees fall” (159).
“Pretesting will help you know whether the materials you have developed will generate the effect you desire. This is an essential part of the social marketing process and is a hallmark of a well-designed program” (161).
Chapter 15: When conducting the pretest, you must first decide what pretesting methods you’re going to involve and prepare for these pretests.
Common pretesting methods include the following: Focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, expert and gatekeeper review” (165).
“Pretesting ideally should include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weaknesses of another” (165).
Chapter 16: The most important part is what you do with the pretesting results after they are collected.
“If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially “new materials” (180).
“Before you spend a substantial sum on a program that might now work in the real world, a pilot test allows you to work out the kinks and to assess the effectiveness of the new marketing effort” (182).
Chapter 17: When developing an implementation plan the goal is to increase the likelihood that the social marketing campaign will reach the desired target market and change their attitude or behavior.
“”The implementation phase is where all your hard work pays off. Everything that you have developed finally sees the light of day and has a chance to work its magic on the target audience. A well-planned implementation increases the probability of reaching the right people and having the desired effect on changing behavior” (185).
“A comprehensive plan consists of the following elements: deployment plan, public relations plan, social media engagement plan, internal readiness plan” (187).
Chapter 18: The logistics of buying both traditional and alternative media space are discussed in this chapter.
“Traditionally, advertising agencies receiving a chapter a 15% commission when they place an ad, which is paid by the media outlet…Alternatively, you can work with an independent media service, which is staffed by experts in media placement and rate negotiation “(197).
“When you have an idea of the publications that are most likely to reach your audience, contact each newspaper’s or magazine’s display advertising department (display ads are provided in a graphical layout as opposed to classified ads, which generally involve lines of print only)” (202).
Chapter 19: Using social media is vital to the outcome of a social marketing campaign because there is a variety of outlets that one can take advantage of in order to help the target market understand your objective.
“Social media technology gives ‘power to the people,’ to do all these things; they can be a pundit, a publisher, a videographer, a DJ or a reporter” (210).
“To be most effective, you need to think in terms of building relationships with people you re trying to reach, not just sending messages out to them” (211).
Chapter 20: Using public relations in your strategy can be both advantageous as well as potentially disadvantageous in a social marketing campaign.
ReplyDelete“As with every aspect of your social marketing campaign, be strategic in your public relations plan. Set goals consistent with your overall program strategies” (230).
“ The key to implementing your media strategy is getting your information to the right people at the right places at the right time” (234).
Chapter 21: In order to retrieve feedback about your campaign, a social marketer must implement monitoring mechanisms to keep track of the progress various aspects of the program.
“Tracking the progress of your program helps you to accomplish the following: ensure that the elements of the program are being carried out as planned, ensure quality, address any potential problems that arise, alter the course of the program (if necessary), keep staff and partners energized, know when you might be running out of materials for restocking, assess the results of your program” (247).
“The mechanisms that you can use to track the progress of a program implementation range from simple counts of phone calls and materials to complex analysis of management practices. Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results” (249).
Chapter 22: Evaluation of a social marketing plan is key in creating accountability for all aspects of the campaign.
“If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations. By identifying what does and does not work, you will be able to focus your resources on the effective parts of the program and eliminate or reduce other components” (259)”
“Several types of evaluation help to assess different aspects of program success throughout the life of the project. Balch and Sutton aptly pose three simple questions pertaining to each level of evaluation research: what should we do? How are we doing? Did we do it?” (260).
Chapter 23: Evaluation design allows the social marketer to use a variety of approaches in order understand how much their campaign influenced a certain behavior or attitude change.
“A true experimental design allows you to state with relative certainty that it was your campaign, rather than other outside influences, that caused any differences you find” (265).
“Changes in the evaluation indicators, or key outcomes to be measured will tell you whether you have achieved your social marketing objectives. By carefully selecting the indicators you track, you will be able to identify where your program has been most successful or where it needs work” (268).
Chapter 24: In a social marketing campaign it is important to use qualitative and quantitative research methods such as focus groups and surveys.
“Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement” (271).
“The questions you ask using qualitative methods will be somewhat different form those in a survey because you can draw out more detail and context” (274).
Chapter 25: Using feedback is imperative when creating a strong social marketing campaign as it allows the social marketer to make effective changes.
“Effectively using feedback is an interactive, as well as iterative, process in which the elements of your program constantly are adjusted in relation to other components based on new information” (277).
“Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program” (278).
Question: What if there is negative feedback but you don’t have the funding to make the appropriate changes to your campaign?
Section Five
ReplyDeleteChapter 14
1. A social marketers must use pretesting as a way to ensure the audience understands and interprets the message correctly, identify mistakes, tunes back into the real world, improves overall appeal, identifies details that subvert the message and lets you select from several different approaches.
2. “Pretesting will help you to know whether the materials you have developed will generate the effect you desire.” (pg 161)
“By having many people look over your materials, potential problems will more likely be found-anything from minor typos to mistakenly using a picture of someone from a nontarget ethnic or socio economic group.” (pg 162)
Chapter 15
1. When conducting a pretest, it is important to choose the right pretesting method; each one has their advantages and disadvantages.
2. “…focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.” (pg 165)
“ … [Self Administered] questionnaires can be administered to a group of people to fill out and return on the spot.”
Chapter 16
1. Once the process of collecting pretest data is completed, one must examine the results in order to modify the message and increase effectiveness.
2. “At this stage, you will analyze and interpret your pretest results, make changes to the material based on the feedback, pretest the new versions (if necessary), and then finalize the materials.” (pg 179)
“Looking at all the reactions, insights and advice you collected, sift through and categorize the information into appropriate topics.” (pg 179)
Question: How much effort should one put into pretesting?
Section Six
ReplyDeleteChapter 17
1. An implementation plan, including a deployment plan, a public relations plan, a social media engagement plan and an internal readiness plan, will help map out an appropriate direction of the campaign.
2. “The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.” (pg 187)
“Use public relations strategies to attract cover coverage by the “free” media such as news outlets and talk shows”
Chapter 18
1. By controlling which media channels to advertise through, you will be maximizing your campaign’s overall effectiveness while saving money and time.
2. “The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs.” (pg 197)
“The concepts of reach and frequency apply in the same way, but the audience reached is measured by the publications paid circulation rather than by rating points.” (pg 201)
Chapter 19
1. Social media channels can complement traditional media channels by providing an outlet for further exploration and action.
2. “After the campaign’s messages reach a broad swath of the population, the people who want more information or to interact with others around the issues can move to the social media realm to do so.” (pg 209)
“…social media sites offer opportunities to for users to interact with the site’s content and other content creators.” (pg 209)
Chapter 20
1. Public relations is a great way for organizations to promote themselves along with the use of traditional media channels.
2. “Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.” (pg 229)
“Using public relation strategies as part of your social marketing program accomplishes the following: lends credibility to your program and message via news coverage, reaches many people at once, does not require purchase of media time or space, develops mutually beneficial long-term relationships with media and gets your message out quickly and efficiently.” (pg 229)
Chapter 21
1. By monitoring the implementation of your campaign, problems will be identified, quality will be ensured, audience response will be tracked and overall effectiveness will be determined.
2. “Monitoring may be as simple as asking callers how they found out about their product, tracking participation on your social media accounts, or making sure your partners are doing what they promised.” (pg 247)
“Effective monitoring involves staying on top of trends in your program’s activities and ensuring that implementation is on the right path toward accomplishing your goals.” (pg 247)
Question: Are there any examples of non-traditional media advertising strategies?
Section Seven
ReplyDeleteChapter 22
1. Evaluation determines how effective your campaign was by looking at the amount of behavior change credited to your campaign.
2. “Do not be intimidated by evaluation; instead, see it as an opportunity to prove that your program has made a difference.” (pg 259)
“Identifying the extent of attitude and behavior change in the target audience and correlating it with individual exposure to the campaign is an important measure of the program’s effectiveness.” (pg 261)
Chapter 23
1. Structuring your evaluation will decide where your data comes from, different measuring options and possible comparisons.
2. “[Evaluation Design] will determine where you find your data, at what points you take measurements, and whether you will use comparison groups.
“For small scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation.” (pg 266)
Chapter 24
1. When deciding what research methods to use, it is important to use quantitative and qualitative channels.
2. “Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement.” (pg 271)
“Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to demonstrate behavior change and other effects to funders or critics of your program.” (pg 271)
Chapter 25
1. As a social marketer it is important to use feedback that you receive to improve your campaign.
2. “The ultimate purpose of each of your evaluation activities should be to learn how to improve our current and subsequent social marketing programs.” (pg 277)
“Use process evaluation to go beyond bean counting and and toward more diagnostic qualitative research that can uncover problems and opportunities for your program during implementation.” (pg 277)
Question: Is there a certain percent of the audience that you should aim to receive feedback from?
V
ReplyDeleteChapter 14
1. This chapter emphasizes that pretesting can help you accomplish such things as, ensuring that the target audience comprehends the messages, detects other interpretations of your message, catches potentially costly mistakes, tunes back into the “real world,” makes the materials more appealing, indentifies details that subvert the message, and selects from among several potential approaches.
2. “The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately.” (162) To determine if you need to make changes to your overall campaign the following elements will help define your effectiveness: Comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge, attitude, belief change, strong and weak points.
Chapter 15
1. This chapter focuses on how to conduct your pretest and outlines key ways to develop your pretest.
2. “Pretesting ideally should include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weaknesses of another.” (165) “First, decide which pretesting method you will use.” (165) The chapter outlines the following methods: Focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, and expert and gate keeper reviews.
Chapter 16
1. This chapter explores what happens once you have concluded your pretesting and answers the question “what do I do now?” by interpreting the pretest results.
2. When are you done pretesting? “If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you may need to go back and pretest the essentially “new” materials. If the materials do not change extensively as a result of pretesting, then you probably can assume that you are done.” (180) “Monitor the process and outcome evaluation activities very closely to catch any potential problems or opportunities that should be addressed prior to the full implementation.” (183)
VI
ReplyDeleteChapter 17
1. This chapter emphasizes that its important to develop and implementation PLAN before actually implementing because if you’ve come this far, you don’t want to screw up now. A comprehensive plan includes a deployment plan, a public relations plan, a social media engagement plan, and an internal readiness plan.
2. “The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.” (187) For the social media engagement plan, it is important to establish a plan that really gets prospective clients (your target audience) involved in social media.
Chapter 18
1. This chapter discusses the various ways in which you can purchase media as part of your implementation plan.
2. “With an introduction to how it all works you can navigate the world of media buys yourself to save your organization money and have more control over the process.” (197) The chapter moves on to discuss the numerous ways you can purchase media, including print media buys, broadcast media buys, out-of-home media buys, online media buys, and the different factors that go into all of these purchases.
Chapter 19
1. Chapter 19 explores how one should engage in social media and mention the principles that will ensure your engagement is as effective as it can be.
2. Social media principles are what you need to be to effective throughout the campaign. They include be authentic, share, be relevant, engage in 2-way conversation, and be an enabler. If followed, your possible social media outcomes can be very positive and achieve things such as improving the reputation of your organization. Blogs, microblogging (twitter), and social networks are all tools you can utilize throughout social media engagement.
Chapter 20
1. Public relations and traditional media are both useful tools in developing buzz about your campaign and generating publicity.
2. “Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.” (229) “You can use public relations methods to accomplish the following: Supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, and put pressure on policymakers to address your issues.” (230) The media favors stories that spark human interest over what is important.
Chapter 21
1. It is crucial to monitor all the existing mechanisms involved in your campaign before implementation even begins, and to do that you should establish a “monitoring system.”
2. Tracking methods for outreach activities can consist of: Materials inventory, a distribution list, a materials placement audit, and digital materials distribution tracking. (249) "Tracking the progress of your program helps to accomplish: ensuring that the elements of the program are being carried out as planned, ensuring quality, addressing any potential problems, altering the course of the program, keeping staff and partners energized, knowing when you might be running out of materials, and assessing the results of your program."(247)
VII
ReplyDeleteChapter 22
1. Evaluating your marketing program is an indispensible step.
2. “Evaluation creates accountability.” (259) Evaluation will either help you learn from your mistakes, or positive results might assist you in securing additional funding in the future. There are three types of evaluation: Formative, Process, and Summative. Formative evaluation answers the question “What should we do?” Process evaluation answers the question “How are we doing?” While summative evaluation answers the question “Did we do it?”
Chapter 23
1. This chapter discusses the “evaluation” of your summative evaluation and helps determine the quality of your, and the plans, overall performance.
2. “Before you decide the actual method you will use, such as a survey, observations, or qualitative techniques, determine the points at which you will collect the data and how complex the evaluation design will be.” (265) Elements of the evaluation design include: program goals and objectives, data to be collected, methodology, data collection instruments, data processing and analysis, and an evaluation report.
Chapter 24
1. This chapter outlines the methods you can use to accomplish your evaluation process.
2. “Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement.” (271) Surveys, observation, and qualitative methods such as a focus group, can all aid you in your evaluation process, and ultimately help your next project be the best in can be.
Chapter 25
1. This chapter discusses how to use feedback to improve your program.
2. “The ultimate purpose of each of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs.” (277) In order to write an evaluation report, you must include the following information: Program background, evaluation methodology, evaluation findings, recommendations, and future opportunities. Summarize these guidelines in a written evaluation report so that a record exists for others to read in the future. (278)
Question: Is feedback part of the evaluation process, or a separate process?
Chapter 14: Pretesting is a vital part of the social marketing process because it ensures that your message will come across exactly as you want it to.
ReplyDelete1. Pretesting is important because it addresses everything that might go wrong during your campaign. This time allows you to catch potentially costly mistakes.
2. As our textbook notes, “The results are only as good as the quality of the research and interpretation” (pg. 162). Pretesting can bring good, conclusive results, but it can also showcase the flaws or missing parts to a message.
Chapter 15: This chapter discusses the different methods of pretesting, and how effective they are on delivering your message.
1. Focus groups are heavily mentioned in our textbook, since they are one of the best ways to glean information about your campaign from your target audience.
2. One method of effectively reaching your target audience is intercept interviews. If you conduct an intercept interview, you can use rewards as incentives for participants.
Chapter 16: This chapter explains the differences between pretesting and pilot testing, both of which are important aspects of the marketing process.
1. Pretesting can go on for as long as you like, or until finances run out. It is good to thoroughly pretest your audience to make sure your campaign is accurate and well-received.
2. Pilot testing is “the ultimate pretesting method” according to our textbook. Pilot testing is essentially a “dress rehearsal” (pg. 182) of your actual campaign.
SECTION V
ReplyDeleteChapter 14:
Pretesting Principles is an essential part of the social marketing process and is a hallmark of a well designed program; involving various criteria (such as releavane or attractiveness) to properly test your materials or social marketing mix with the desired audience before finalizing them.
“Although pretesting can do a lot to improve your materials, it is not infallible. The results are only as good as the quality of the research and interpretation....Pretesting can give you an indication of the strengths and weakness of your materials, but it cannot definitely determine what will work.” (p. 162)
“Using multiple pretesting methods, you may elicit different types of information, which can help you to better understand the responses you receive. With data from several sources, you can compensate for the weaknesses in each method.” (p. 163)
Chapter 15:
Conducting the pretest includes various steps, such as deciding which pretesting methods to use (ie: Focus groups vs. Theater or natural exposure testing) as well as preparing for the pretests by developing the appropriate type of questionnaire and recruiting the participants. Depending on your criteria and whether you are looking for qualitative, quantitative or both (often the best choice) types of research, your research methods will vary.
“Pretesting ideally should include both qualitative and quantitative research method. The strengths of one research method can help compensate for the weaknesses of another.” (p. 165)
Self-Administered Questionnaires- “This method cannot be feasible for testing certain types of materials by mail (ed. television and radio ads), because of the costs of duplication and mailing, but sending video or audio links via e-mail is very easy.” (p. 167)
Chapter 16:
Using the Pretesting Results and the feedback gather from the target audience and other sources is followed by analyzing and interpreting the pretest results, and changing materials based on the feedback, pre testing new versions if need be and then finalizing the materials (such as testing a pilot version) appropriately.
“Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics (e.g., text visual design, message concepts)...Try to look at the items objectively, setting aside your own feelings about which elements you like or dislike. In addition, keep in mind that you do not have to make every change that was mentioned during the pretesting.” (p. 179)
“The best way to gauge the potential success of your social marketing program is through the pilot testing (also known as ‘test marketing’). This is the ultimate pretesting method. By bringing together all of the elements of the marketing mix in a real situation, the pilot test provides a ‘dress rehearsal’ before launching the program in all locations.” (p. 182)
SECTION VI
ReplyDeleteChapter 17:
Developing an implementation plan will help you take some time to plan each necessary steps- including the Development plan, the Public Relation Plan, the Social Media Engagement Plan and the internal readiness plan.
“The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.” (p. 187)
Social Media- “A social media policy will be important to guide how those representing your organization or campaign engage online.” (p. 190)
Chapter 18:
With the appropriate introduction planning and buying traditional media allows you to navigate the world of media buys yourself to save your organization money and have more control over the process.
“The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs.” (p. 197)
“When done in a relevant way, advertising on websites can be effective in reaching your audience. The key in determining the right type of online marketing and making sure your ads are appearing on the sites are frequented by your audience. (p. 205)
Chapter 19:
Engaging in social media provides the ‘Magic T’ of Marketing- use mass media to do what is does best: to reach the masses.
“Traditional websites produce a one-way flow of information, from the site’s creator ro the user, while social media sites offer opportunities for users to interact with the site’s content and other content creators. (p. 209)
“The biggest difference between social media and traditional media is that these tools allow for two-way conversation. Rather than ‘talking to people’ we want to reach, we can now talk ‘with them’. (p. 213)
Chapter 20:
Generating publicity is a key element in public relations- which can be a useful adjunct to your other communication activities if you are able to generate coverage by apporpriate traditional and online media outlets.
“ “Find an angle that makes your idea stand out and grabs the reporter’s interest.” (p. 231)
“The key to implementing your media strategy is getting your information to the right people at the right places at the right time. Use your media contact list to identify the appropriate person for your purposes at each outlet.” (p. 234)
Chapter 21:
Monitoring implementation includes putting monitoring mechanisms in place to retrieve feedback on the prgram to catch any problems in their early stages- many of which can be easily solved if found defective early enough.
"Tracking the progress of your program helps to accomplish: ensuring that the elements of the program are being carried out as planned, ensuring quality, addressing any potential problems, altering the course of the program, keeping staff and partners energized, knowing when you might be running out of materials, and assessing the results of your program."(p. 247)
“The mechanisms that you can use to track the progress of a program implementation range from simple counts of phone calls and materials to complex analysis of management practices. Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results” (p. 249).
SECTION VII
ReplyDeleteChapter 22:
Evaluating the basics is necessary- and it entails includes valuable information that is essential and extremely helpful to the creation of a well planned social marketing program.
“Do not be intimidated by evaluation; instead, see it as an opportunity to prove that your program has made a difference.” (p. 259)
“Evaluation creates accountability.” (259) including the questions of “What should we do?” “Did we do it? “How are we doing?” etc...
Chapter 23:
Evaluation of the design helps determine where you will find the data needed and at what points you take measurements, and whether you will use comparison groups in this process.
“A true experimental design allows you to state with relative certainty that it was your campaign, rather than other outside influences, that caused any differences you find.” (p. 265)
"Before you decide the actual method you will use, determine the points at which you will collect the data and how complex the evaluation design will be."(p. 265)
Chapter 24:
Evaluation methods include using a variety of research types, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement. The methods you use will be determined in part by the evaluation design and indicators you select.
"Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data is the only way in which to really demonstrate behavior change and other effects to funders or critics of your program."(p. 271)
“Although you generally cannot validly compare the results of qualitative research before and after the campaign, the data gathered using these methods will give a good indication of which elements were effective from the target audience’s perspective and how the campaign could be improved for the next phase.” (p. 274)
Chapter 25:
Using feedback effectively is the ultimate purpose of evaluating the activities that should help you learn how to improve your current and subsequent social marketing programs. Effectively using feedback as interactive, as well as iterative, process in which elements of your program constantly are adjusted in relation to other components based on new information.
“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time – as events actually occur – allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” (p. 277)
“In addition to considering the elements you would change or eliminate, think about what you might add.”(p. 278)
QUESTION:
How much negative feedback is needed for an organization to completely change the basis of their marketing campaign?
Ch 17
ReplyDeletePutting your plan into motion is just as important as the steps necessary to develop the plan. Internal readiness, Deployment, Public Relations, and Social media plans are all keys to success.
“The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.”
Response to the initial deployment of any plan is also important. It is essential to maintain your plan after it becomes active. Messages will stick with target audiences much longer if you maintain your plan for an extended period of time.
Ch 18
Strategically selecting your channels and outlets is very important in sending any message to a target audience.
Utilizing all options and outlets for both paid and free media coverage is very useful when deciding how you want to reach your audience. Knowing what channels and media are popular amongst your selected target audience will make your plan more successful.
Search engine advertising is a very useful outlet. Many people of various target audiences use the same or similar search engines. Also, search engines often categorize advertisements through their searches. People who often search for similar things will see similar advertising throughout those searches.
Ch 19
Effectively delivering a message to the masses through social media can be a big time move for any plan.
“Social Media gives ‘power to the people’”.
Some campaigns would be quite unsuccessful without social media. It has made it way to the top of the list of media for companies and movements to use. The people essentially operate it themselves through tools such as Facebook and Twitter. They have the power to share what they want, with whom they want, when they want to share it.
Ch 20
Standing behind the message you deliver is important to maintaining a successful program for an extended time. How you handle the attention you attract can be more important than attracting it in the first place.
“Select the target audience for your public relations efforts carefully. This may or may not be the same group you target in your other communications efforts.”
Maintaining strong public relations will make backing up any message much easier. When a good crown of people or select number of supporters positively backs up your program, other people will feel inclined to do the same. Power in numbers is always tough to go against.
Ch 21
ReplyDeleteThe saying “look before you leap” is very suitable for the implementation process. It is important to evaluate all potential outcomes of a plan implementation before you proceed to actually implementing a message to the masses.
“By keeping your finger on the pulse of the program, you will be able to adapt and make necessary adjustments along the way.”
Things can change at any time. Often times, plans do not go according to their original plan. Making changes along the way and being able to adapt do various scenarios, whether expected of unexpected, is something that separates good plans from great ones.
Ch 22
Any well-planned social marketing plan involves countless elements of evaluation from its origin to extinction.
“If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later interactions.”
Evaluating your plan on a consistent basis will lead to a steady output resulting in positive feedback from target audiences. Understanding what people like and dislike about your program will allow you to adapt and make changes so that your message can last.
Ch 23
Just as your plan needed design, the evaluation process requires design of its own in order to complement the initial plan it is intended for.
“The advantage of using existing data is clear: You do not have to start from scratch by conducting new research.”
Evaluation requires the use of several information sources. It is important to understand existing data, but it is equally important to use that information along with researched and predicted information. Recognizing trends and patterns amongst target audiences will help develop a successful marketing plan.
Ch 24
Evaluation methods can take on many forms. It is important to understand and utilize each of the selective channels and outlets.
“Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement. The methods you use will be determined in part by evaluation design and indicators you select.”
Evaluating the results of your program can be done in various ways. Surveys, observations, and consumer feedback are a few of the ways you can obtain updated information about the progress of your plan.
Ch 25
It is useless to gain information or feedback on your plan if you do not do anything with it. Building off of evaluated feedback can lead to successful progress for any social marketing plan.
“Responding to relevant information in real time – as events actually occur – allows you to improve your program when it counts rather than retrospectively realizing what you should have done.”
Keeping up to date with your plan can make or break it at times. Making changes as they need to be made is much more efficient than having them pile up over time. Procrastination is not something that should be relevant to your evaluation process.
Question: What are indicators of when changes need to be made?
Ch 14 "The benefits of pretesting are well worth the slight delay in implementing your campaign."
ReplyDeleteQuote 1: It is better to have excellent materials later than to provide mediocre materials immediately. If these are the materials you will be suing for years to come, then a difference of a few weeks in development will not mean much in the long term.
Quote 2: Although pretesting can do a lot to improve your materials, it is not infallible. The results are only as good as the quality of the research and interpretation. Even when pretesting is performed well, however, there are no guarantees the program will be successful.
Ch 15 "The strengths of one method can help to compensate for the weaknesses of another."
Quote 1: The drawback of any pretesting methods is that the target audience does not experience the materials in the same setting as it would during the actual campaign. Theater testing and natural exposure testing are more sophisticated means of assessing the effectiveness of campaign materials such as television, radio, and magazine ads.
Quote 2: In addition to testing the materials with the target audience, it often is helpful to include professionals in the field and representatives of intermediary organizations in the review process. The "experts" might include people with extensive knowledge of the subject matter or audience to ensure that the information provided is technically accurate and appropriate or professionals with health communication and social marketing expertise to assess the effectiveness of the product design.
Ch 16 "Try to look at the items objectively, setting aside your own feelings about which elements you like or dislike."
Quote 1: Elements that might cost a lot of money to change(e.g redoing an entire television spot, hiring a different spokesman, using special effects). In these cases, you will need to use your judgement as to whether the materials will really be more effective with these revisions. If so, are there ways in which you can use the suggestions without altering the elements that worked.
Quote 2: The pretesting stage can go on indefinitely, moving back and forth from message and materials development to pretesting until your results show that not a thing should be change. For those of us in the real world, however, there soon comes a point of diminishing returns.
Ch 14.
ReplyDelete1. An important part of the social marketing process is “pretesting.” When you pretest you are able to figure out whether or not the messages you’ve made will give you the effect you had wanted.
2. Pretesting lets you ensure the target audience comprehends the message, detects other interpretations of the message, catch potentially costly mistakes, and tune back into the “real world, make materials more appealing, identify details that subvert the message, and select from among several different approaches. (162)
Ch 15.
1. Before you are able to pretest, you must come up with a plan and decide what pretesting methods you will be using. It’s important to note that pretesting should include qualitative and quantitative research.
2. There are many pretesting methods. Some include: focus groups, intercept interviews, questionnaires, theater or natural exposing testing, readability testing, usability testing, and expert review. Some of these options are more effective than others, but that’s up for you to decide on which avenue will work best for your project. (165)
Ch 16.
1. Once you have gathered the results of your pretest, it’s time to analyze them and figure out what it all means. Here you will decide, “now what do I do?” Based on feedback, you might decide to change your materials, pretest the versions (if applicable) and then finalize the materials.
2. Interpreting all the reactions, insights, and advice collect, you must sift through and categorize the information into topics. In each topic label the idea as “definitely change,””possibly change,” or “do not change.” Look at items objectively and remember you don’t have to change everything that was talked about during the pretest. You will need to use your judgment to decide what next steps to make, what to change, what to keep, etc. (180) Since pretesting can go on indefinitely, so you should move back and forth from message and materials development to pretesting until your results show not a thing should be changed. (180)
Ch 17
1. It’s important to create an implementation plan to help guide your project, which will cover all the tasks needed to be complete before the plan starts, as well as during, and after the project concludes.
2. A comprehensive implementation plan includes elements that include: deployment plan, public relations plan, social media engagement plan, and internal readiness plan. Deployments plans let you think about the steps involved in making your messages and getting them from A to B. A PR plan focuses on which media outlets would be best for getting your message out. A social media plan will focus on engaging people who use social media. An internal readiness plan is a way to engage all members of your organization and educate them on all the work that has been done and what work there is to come.
Ch 18
1. Being able to invest money into media buys will benefit your project immensely and help you get your message to your target audience, however if you are not able to afford doing so PSA’s and other free marketing avenues are a possible option that may work well.
2. The chief advantage of buying media space is that you can direct exactly when and where the ad runs. (199) When you submit print material s as a PSA for example, you are at the mercy of the organization who may play your message, or perhaps they may not (or may not play your message in the best light). (198)
(Shelby Mathews)
ReplyDeleteChapter 10:
To get consumers to act on the desired behavior, you need to take into account the cues that will get them to finalize their decision(s).
“Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.” –Pg 97
“Many of these design approaches follow common patterns that can be applied to different types of issues. All of them have the effect of making either the desired behavior easier to do or the undesirable action more difficult. In all cases, however, the choice of which way to go must be voluntary.” –Pg 99
Chapter 11:
To develop and deliver an effective message, the consumers’ process of adopting a behavior, especially ones who did not adopt a trend/change, and how and why a trend is adopted needs to be known to keep brand retention.
“For a particular innovation, individuals will fall into one of the following groups based on when they accept the new idea or practice: innovators, early adopters, early majority adopters, late majority adopters, and laggards (see Figure 11.1). Social marketing programs often end up targeting the late majority adopters and laggards—the hardest people to reach and convince to change their behavior—because the people in the earlier groups have already made the change.” Pg 109
“With any given behavior, an individual might stop at a particular stage in the process or even revert to a previous stage. Someone might move back and forth between preparation and action many times over the course of his or her life, particularly for behaviors requiring long-term lifestyle changes such as weight loss and smoking cessation.” Pg 108
Chapter 12:
Finding the best channel to show your message, the outlet to deliver, formats and deciding who the messenger(s) should be will help in making a successful message.
“There are a nearly unlimited number of channels that you can use. The key is to carefully select the most effective and efficient methods of reaching each target audience segment.” Pg 125
“Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other. The more times someone is exposed to a message in different ways, the more likely it will stick.” Pg 126
Chapter 13:
Chapter 14:
Pretesting helps to determine if the materials collected will work for your message and even though it seems like it’s extra work, not skipping this step can save you money from potential mistakes, decide if the message should or should not be presented, etc.
“The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately. If these are materials you will be using for years to come, then a difference of a few weeks in development will not mean much in long term.” Pg 162
“Some of the suggestions you receive might be good but do not fit your campaign strategy, some might be unfeasible given your budget, and some might be just plain bad advice. Avoiding these pretesting pitfalls might not be easy, but being aware of them will help. One way in which to minimize problems of unclear directives from target audience is to pretest your materials with as many people as possible.” Pg 164
(Shelby Mathews)
ReplyDeleteChapter 15:
After deciding which pretesting you will use, you need to decide which qualitative and quantitative methods to use, and hopefully the strengths will balance out with the weaknesses.
“As with any survey, there is a possibility that the people who did not respond are different in some way from those who did; this is called nonresponse bias. You can reduce this bias by following up with interviews of a small sample of the nonrespondents and analyzing their answers.” PG 168
“In addition to testing the materials with the target audience, it often is helpful to include professionals in the field and representatives of intermediary organizations in the review process. The “experts”...can help identity any potential trouble spots that might not be brought to light with other forms of pretesting. “PG 171
Chapter 16:
It is a good idea for quantities and qualitative qualities to be paired up to combat strengths and weaknesses, but it is recommended to recheck your pretests for grammatical errors, its appearance, and other improvements that can be made.
“Before you spend a substantial sum on a program that might not work in the real world, a pilot test allows you to work out the kinks and to assess the effectiveness of the marketing effort. Commercial marketers often try out a new soft drink or shampoo in a few cities around the country to gauge consumer response before introducing it nationwide; that way, if it bombs, they can quietly withdraw the product and go back to the drawing board…” PG 182
“If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially “new” materials. If the materials do not change extensively as a result of pretesting, then you probably can assume that you are done.” PG 180
Chapter 17:
Developing an implementation plan will help with planning out what happens after your message is released in terms of how it is released and will the message be taken positively.
“In addition to having your social media tools set up on time for the program launch (and ideally much earlier than that to be able to start to build a base of followers), you will need to create a plan for how your program will engage with people via social media. Decide who on the project will be responsible for coordinating the overall content used on the different types of social media sites. You may want several people to interact as individuals on their own accounts as representatives of the program or as a team through a single account that funnels everything through one place.” PG 189
“During the campaign, you are likely to receive inquiries from the media for more information and you may get reactions from the community, both positive and negative. To avoid panic- stricken receptionists and staff, have a plan in place prior to implementation to respond to these types of situations. Anyone who answers the phone or interacts with others outside of the program should know what to do if faced with a persistent reporter or an irate caller.” PG 192
Chapter 18:
There are many different options when using traditional media to broadcast your message and some options can be free, but should be used as a last resort.
“Actually, your campaign will benefit much more as a result of investing money into media buys. Of course, if you do not have enough money to pay for your media placements, then PSAs are an alternative.” PG 197
“When you submit broadcast or print materials as PSAs, you are relying on the good graces of the media outlet to run them at all, let alone in a favorable position. If you have ever watched television at 3 a.m., you probably have seen several PSAs in the commercial breaks. But when was the last time you saw one during prime time? Unless your target audience includes a lot of insomniacs, you cannot count on reaching many people with PSAs.” PG 198
(Shelby Mathews)
ReplyDeleteChapter 19:
It’s important to keep up with social media trends because it moves along side with consumers’ interests.
“Any guide to the details of using specific social media tools is guaranteed to be outdated almost immediately. Sites come and go, change their features, and sometimes a new category pops up that changes everything in a short amount of time.” PG 217
“Think about who on your staff makes the most sense to engage with your audience via social media. Many CEOs, executive directors, and government officials have social media accounts that they use to share what they and their organizations are doing. You may decide it makes the most sense for the project director or someone in your communications or public relations department to be the voice of your program online, or there may be several people who engage online from different perspectives.” PG 214
Chapter 20:
When gaining publicity from your message, you need to make sure to get it to the right people at the right time.
“How do you find bloggers who might be interested in writing about your issue? Search tools such as Google Blog Search, BlogPulse, and Technorati can help identify bloggers who write about relevant topics.” PG 237
“Individual reporters or outlets might have their own preferences about how they wish to receive releases, so include that information on your media list. Nowadays, most reporters and editors prefer to receive a press release via email; information on where to send it should be available on the outlet’s website.” PG 236
Chapter 21:
Monitoring your implementations will help you keep track if your message is received positively, how many people are taking it in, and if there are problems arising that can be fixed in a timely matter.
“Effective monitoring involves staying on top of trends in your program’s activities and ensuring that implementation is on the right path toward accomplishing program goals.” PG 247
“Before putting monitoring mechanisms in place, determine your process evaluation objectives. What measures will tell you whether your program is on track? You should not necessarily measure something just because you can; measure it only if it will help you in your assessments of program success. Identify the pieces of your program that will provide an indication of whether the campaign is progressing as planned.” PG 248
Section V
ReplyDeleteChapter 14:
1. Pretesting is a hallmark of a well thought out and designed social marketing effort that portends the success of the materials you have developed on a broader audience.
2. Pretesting can portend the success of your plan because it can accomplish several goals. Pretesting can ensure that the target audience comprehends the message, detect other interpretations of the message, catch potential mistakes, tune back into the real world, make more appealing material, and finally select from one of several approaches.
Chapter 15:
1. Effective pretesting should be well planned out and include both qualitative and quantitative research methods.
2. The text explicitly describes the importance of utilizing both qualitative and quantitative methods of research, "The strengths of one method can help to compensate for weaknesses of another." (pg. 165) Planning is important in developing what types of pretests you will perform and dependent on those types what type of training the enactors should be given.
Chapter 16:
1. Once pretesting has been concluded you can analyze the results, make changes to the existing material, develop new material if necessary, test revised and new material and finalize the marketing plan.
2. Some items of the marketing mix you may want to nix all together whereas other items may be successful with simple changes. Other suggestions may conflict with one another. "Looking at the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics. In each topic, label each idea as "definitely change," "possibly change," or "do not change." (pg. 179)
Section VI
ReplyDeleteChapter 17:
1. After the completion of pretesting the next step in a successful social marketing plan is the development of an implementation plan which should include plans for deployment, public relations, social media engagement, and internal readiness.
2. Just because you have finished pretesting and are confident in your plan does not mean that you should immediately deploy it. There are other aspects of planning that need to take place, "The implementation plan covers all of the predatory activities as well as what will happen after the program is introduced." (pg. 187)
Chapter 18:
1. While buying space on traditional media channels can seem daunting it is easily achievable with a simple introduction and can save your organization the 15% commission often paid to media buying agencies.
2. "You do not have to be an advertising whiz to be able to place your own advertisements in the media. With an introduction to how it all works, you can navigate the world of media buys yourself to save your organization money and have more control over the process." (pg. 197)
Chapter 19:
1. Despite the resistance of some groups to adopt social media engagement as part of their marketing mix it can be an incredibly influential tool and supplement to the more traditional mass media marketing.
2."Use mass media to do what it does best: to reach the masse. Traditional forms of media such as television, radio, and magazines reach large numbers f people with a relatively shallow message. Use social media to then draw the vertical line down with deeper engagement for a narrower segment of the audience." (pg. 209)
Chapter 20:
1.Public relations, while still pricey, can seem like a bargain to traditional media and is a often a successful addition to the social marketing mix.
2."Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets." (pg. 229) Public relation has the ability to accomplish many goals including the development of relationships with the media, and increased credibility via news coverage.
Chapter 21:
1. Most problems with your communications can be solved quickly and efficiently if there is a monitoring system in place before the plan's implementation.
2. "Before implementation even begins, put monitoring mechanisms in place to retrieve feedback on the program and to catch any problems in their early stages." (pg. 247)
"Most problems can be easily solved if you detect them early enough, but left unchecked, they can mean the difference between success and failure." (pg. 247)
Section VII
ReplyDeleteChapter 22
1. Many sponsors of social marketing programs require an evaluation component in the process which is beneficial to both the sponsor and the grantee.
2. "Evaluation creates accountability." (pg. 259
"Do not be intimidated by evaluation; instead, see it as an opportunity to prove that your program has made a difference. Positive results also might assist you in securing additional funding i the future." (pg. 259)
Chapter 23:
1.Much like other aspects of the communications process effective evaluation requires planning and thoughtful design.
2."In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience. How accurately you do this depends on whether or not you use an experimental approach." (pg. 265)
Chapter 24:
1.There are several methods that can be used during your evaluation each with their own pros and cons depending on the type of research.
2. The methods available to you during the evaluation process include focus groups, surveys, observation, and qualitative methods. "The methods you use will e determined in part by the evaluation design and indicators you select." (pg. 271)
Chapter 25:
1. Feedback from evaluation can help improve your program as well as develop your strategy for future social marketing strategy.
2."The ultimate purpose of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs, The results will do no good to anyone if they are not acted on or are immediately retired to a shelf." (pg. 277)
Section V
ReplyDeleteChapter 14 – Pretesting Principles
Thesis: Pretesting is an important aspect of creating a campaign, and cannot be ignored even if one’s budget is limited.
-Pretesting helps avoid potential issues that could come up later on, once the campaign begins. These could include having too much information, unrelatable content, typos, poor translations, or a boring message.
-The benefits of pretesting outweigh the delay in implementing the campaign. By double checking now, the campaign will be able to last longer, and you will avoid having to make changes later on.
Chapter 15 – Conducting the Pretest
Thesis: There are many different methods for conducting pretests, including those assessing quality, quantity, how easy it is to understand, and what the environment is.
-Using techniques that involve direct interaction, like focus groups, intercept interviews, and theater testing will help with detailed assessments, but are time consuming and can be expensive.
-Questionnaires, and testing of its readability and usability are inexpensive, and can reach large numbers of people at a time.
Chapter 16 – Using the Pretesting Results
Thesis: Using the information from the pretesting, you should make the changes necessary to alter the campaign, within reason.
-The input from the target audience, partners, and experts in the field is very important in assessing the campaign, but ultimately the information given by the target audience is the most important.
-After making the changes necessary, pilot testing is important. This involves gauging the potential success by implementing the campaign in a few focus areas that all make up the demographics of your target audience.
Section VI
Chapter 17 – Implementation
Thesis: It is important to create an implementation plan that outlines the strategy for putting the marketing campaign into play, so that everyone is on the same page, and the campaign begins in an organized fashion.
-First, prepare for all the things you must do – these include creating any handouts, pamphlets, brochures, posters, banners, advertisements, commercials, etc. Make copies if necessary, and make sure everyone who should have some does.
-Delegate responsibilities to different people, but make sure everyone has the same basic background information that you have from running the operation. Be prepared for any questions or negative feedback with a specific plan.
Chapter 18 – Planning and Buying Traditional Media
Thesis: There are many different routes you can take as far as choosing which media outlets to use, PSA’s and commercials, outdoor advertising, radio ad’s, social media, internet search engines can all reach a different part of the target audience.
-The more specific with media buys you get, the more expensive they become. It is important to balance the best ways to reach your target audience with how much you are willing to spend. Buying space for certain amounts of time, or a large number of ad’s can sometimes bring down the price, along with potential nonprofit discounts.
-Social media ads can be very specific and helpful in reaching the target audience specifically, because they have individual’s gender, age, education, demographics, interests, religion, political beliefs, and more. You can take advantage of this information to help reach your audience.
Chapter 19 – Engaging in Social Media
ReplyDeleteThesis: It is important to understand the features and uses of each social media platform, in order to effectively connect with your target audience.
-Each platform can be helpful for different reasons. Carefully research which platforms your target audience uses before implementing any of them, they may not use any.
-It is important to be relevant, interesting, open, honest, and to encourage conversation. The interaction of people is the core of social media, so you will only help yourself the more you interact with your audience through these platforms.
Chapter 20 – Generating Publicity
Thesis: Generating publicity can be helpful in addition to paying for advertising space, as it can use media channels like the news, where the audience is captivated, to share your information.
-News coverage makes your information more reliable and credible.
-Using these forms of public relations can lessen your control over how you present the message.
Chapter 21 – Monitoring Implementation
Thesis: It is important to include aspects of a campaign that can check how it is doing, and to receive feedback that may help you make necessary changes.
-There are many different mechanisms that can track your success. Sections to check include outreach, the target audience, media, and online information.
-It is important to be on top of this kind of information so that changes can be made immediately if necessary.
Section VII
Chapter 22 – Evaluation Basics
Thesis: Evaluations, regardless of who requires their implementation, are an important factor in creating a successful campaign, and also learning from your experiences, by seeing what did and did not work well.
-Instead of focusing broadly on whether or not the campaign was successful, break up each section and ask, what should we do, how are we doing, and did we do it, during each level of evaluation.
-There are a variety of challenges that can come up in conducting an evaluation, such as unrealistic expectations, limited resources, using one method, using the wrong model, and asking the wrong questions to name a few. By avoiding these issues you will be able to successfully evaluate your campaign and discover helpful data and information that can help you in the future.
Chapter 14:
ReplyDeleteIf pretesting is feasible it can provide good insight into the effectiveness of the campaign being produced.
“The benefits of pretesting are well worth the delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately.” (Pg. 162)
“You can pretest materials again once you believe that they are in their final form. This is especially important if you tested materials in a format that is substantially different from the way in which the target audience will experience them in the real world…” (Pg. 163)
Chapter 15:
It is important to perform the proper type of pretest; focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing and expert/gatekeeper reviews are the most commonly used types of pretests.
“Pretesting should ideally include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weaknesses of another.” (Pg. 165)
“The drawback of many pretesting methods is that the target audience does not experience the materials in the same setting as it would during the actual campaign. Theater testing and natural exposure testing are more sophisticated means of assessing the effectiveness of campaign materials such as television, radio, and magazine ads.” (Pg. 168)
Chapter 16:
After gathering data during the pretesting phase campaign producers must decide how to interpret the results that they have received. Although pretesting can be a never-ending part of the research it eventually brings back less returns and it is then time to move on to finalizing the materials, in many cases this is best done through a pilot study – though in small groups or areas this may not be necessary or effective.
“After you have determined exactly how the materials will look or sound, you will need to finalize the design and produce the materials in sufficient quantities for the campaign.” (Pg. 181)
“[T]he pilot test provides a “dress rehearsal” before launching the program in all locations. But if the campaign is designed for one city or community, then a pilot test might not make as much sense as it would for a statewide, regionwide, or national program.” (Pg. 182)
Chapter 17:
Comprehensive implementation plans include a deployment plan – getting from point A to point B, a public relations plan – how to incorporate the media into your implementation, a social media engagement plan – how will you gain your target audience through social media channels, and an internal readiness plan – train and instruct others you are working with on the details and actions being taken within your campaign so that everyone is on the same page.
“Use a kickoff event to introduce your campaign to the media and the community.” (Pg. 188)
“Depending on how involved others in the organization will be in the implementation phase, you might need to spend time going over each person’s role.” (Pg. 190)
Chapter 23 – Evaluation Design
ReplyDeleteThesis: It is important to come up with an evaluation design before implementing the campaign, in order to be systematic in your evaluation throughout the process and in the end.
-You can always use information that has been gathered from third parties before and after your campaign, instead of having to re-gather data.
-It is important to measure the target audience systematically to see the effects of your campaign. Along with this you just have a standard to compare to, such as a control group.
Chapter 24 – Evaluation Methods
Thesis: Evaluation methods can be implemented similarly to formative research, in both quantifying and qualifying manners.
-Quantitative methods, such as surveys, questionnaires, telephone and in-person interviews, and computer surveys can all help acquire large amounts of information on the same questions you may have about the campaign. They are easier to sift through, but less detailed.
-Qualitative methods, including in-depth interviews, focus groups, and anecdotal feedback mechanisms can provide much more detailed information, but may come at a cost, such as being more expensive, more complicated and taking longer to process.
Chapter 25 – Using Feedback to Improve Your Program
Thesis: Getting feedback from evaluations ultimately serves the purpose of learning what did and did not work, in order to reflect on the campaign and plan for future ones.
-It is important to be flexible enough to have feedback throughout the campaign process. By accepting feedback from experts, partners and the target audience you will be able to more successfully appeal to them, but only if the campaign is flexible enough to make these changes.
-Feedback also serves for future campaigns. You can determine what did and did not work, and how future social marketing projects could be more successful. By writing down this information it will be available for others who come into a similar position as you.
Question: Would formative research be considered the same thing as an evaluation, just at a different time in the campaign process?
Chapter 18:
ReplyDeleteWhen it comes to placing advertisements in the media it is important to explore the differences between free/paid media, television vs. radio, the Arbitron or Nielsen ratings of the media you would like to work through. Ads in printed publication may only reach the paid circulation, out-of-home media buys are also an option for getting a message to a broad group, and social media sites work great for reaching ‘targeted’ audiences.
“Once they have a proposed package of spots that is acceptable to you in GRPs and price, reserve the spots verbally. Within a day or so, the station will provide you with a written confirmation or contract detailing your agreement.” (Pg. 200)
“Beyond standard demographic variable such as geography, sex, age, education level, marital and parental status, networks such as Facebook and MySpace let you dig deeper into interest and occupation categories.” (Pg. 206)
Chapter 19:
Social Media is an excellent tool in the advertising arsenal. There are many forms of social media so it is important to choose the channels through which you will spend your time/money and be specific about goals.
“Social media sites offer opportunities for users to interact with the site’s content and other content creators.” (Pg. 209)
“People connect with other real people – that’s what powers social media. They don’t want to have a relationship with a computer or a faceless organization.” (Pg. 212)
Chapter 20:
This chapter discusses what you want to achieve through your public relation efforts, how to make you campaign “newsworthy”, what types of media coverage there are and how each are beneficial, who you will contact and how, the advantages of using ‘bloggers’, and how to respond when the media reaches back to you.
“The term media refers to many different types of entities – radio, television, newspapers and magazines, computer software, and the Internet – that vary extensively within each category. Each of these channels provides different opportunities to reach particular audiences with a specific type of message.” (Pg. 232-233)
“Readers often develop a relationship with bloggers, whether through interacting in the comments section or just in getting to know them through their writing, and this translates to a higher level of trust in the information that they provide.” (Pg. 237)
SectionV
ReplyDeleteChapter 14
-In order to know whether your strategy and the materials you have developed are effective, you must pretest them with a sample of your target audience.
-By pretesting, it is more likely that you can detect mistakes in your strategy before you try them in the real world. You can make sure that your message is being interpreted the way you intended it to, and also be ensured that the target audience can understand it.
-In order to measure your campaign’s effectiveness, you can break it down into specific categories and see if it addresses each one appropriately. To review specific aspects of your marketing strategy, you can look at these categories; comprehension, relevance, noticeablility, memorability, credibility, acceptability, attractiveness, knowledge, and strong and weak points.
Chapter 15
-There are numerous approaches to pretesting your ideas, but whatever way you choose, you should be sure to include both qualitative and quantitative research methods.
-Focus groups can also function as a source to pretest your materials. Try and show different versions of your strategy in order to allow the group to rank which are more effective and which aren’t.
-Self administered questionnaires are a way to simultaneously gather many reactions to your marketing strategy. Before you send out a bunch of these questionnaires you should pilot test it with about 5-10 members of your target audience (pg 167).
Chapter 16
-After finding the results of the pretest, you should analyze and interpret them, make the appropriate changes, and then pretest the revised strategy.
-You should definitely change items which were proven to have factual errors, unclear language, and changes that were noted by the majority of the audience. Some changes that are not as important will be the elements that confused only a few people, elements that will cost too much money to change, and elements that some people suggested without providing a clear consensus (pg 179).
-The ultimate pretesting method is pilot testing. Pilot sites should be representative of the demographic and geographic campaign area (pg 182). This will find strengths and weaknesses of the campaign and allow for some fine tuning.
Section VI
ReplyDeleteChapter 17
-An implementation plan includes the deployment plan, the public relations plan, the social media engagement plan, and the internal readiness plan.
-A deployment plan helps you think of all the steps needed in producing all of your materials. It is also the plan that involves installing any structural or environmental features of your program.
-The public relations plan involves using PR strategy to gain coverage by the free media. A kickoff event is a good way to introduce your campaign to your audience. This plan should also specify which media outlets you will target.
Chapter 18
-When you are ready to advertise your campaign, it is then time to buy ad space on whatever media outlet you have decided.
-PSA’s and Youtube are two cost-effective ways to get your ad out to the public. An advantage of buying your ad is that you can direct exactly when and where it runs (pg 197).
-You can purchase radio and television spots in “dayparts” which means you are choosing a particular time during the day. You can also choose to select Run of Station programming which lets the station decide when they are going to stick your ad into their schedule.
Chapter 19
-Social media becomes very effective by providing deeper insight to those who are interested after they have experienced your message through mass media.
-Focusing on authenticity is necessary when utilizing social media. These outlets are interacting with real people, so to be “real” will get a better response from your audience.
-Make sure you are measuring the success of your campaign on your social media outlets. You should monitor the web activity, the mentions your campaign gets, how many followers you gain, and how many links there are to your website.
Chapter 20
-Through PR, your marketing program gains credibility, reach many people at once, requires no media purchasing, and sends your message quickly and effectively.
-You need to determine what type of media attention you are trying to capture through your PR. You may consider reaching your secondary audience, increase community awareness of your program, or put pressure on your policy makers to address the issue.
-Timeliness is important when promoting your message through news-media. You should find a “peg” to link your information to. This is a good window of opportunity to send your message out to the audience (pg 231).
Chapter 21
-You should track the progress of your program to ensure its quality and to make sure that the elements of the program are being carried out as planned.
-Outreach activities are used to evaluate whether communications were distributed or accessed in the manner and quantities planned. The methods to use in outreach activities are materials inventory, distribution list, materials placement audit, and digital materials distribution tracking.
-Target-audience responses help assess the number of targeted audience members responding to and participating in the program as a result of the campaign. The tracking methods include response tracking sheets, activity reports, online metrics, and public diaries.
Section VII
ReplyDeleteChapter 22
-Evaluation of your campaign creates accountability and is also required by the funders of your program.
-To evaluate your program you should ask, “what should we do?”, “how are we doing?”, and “did we do it?” The three steps of evaluation are formative, process, and summative.
-One challenge to evaluation is unrealistic expectations. It cannot be expected that your program will make a difference over night. You should not make too great of a goal in order to achieve a positive evaluation.
-It is important to ask the proper questions when evaluating your program. Asking too many questions can sometimes skew your results.
Chapter 23
-The evaluation design you decide to use can be either cross-sectional or prospective and will depend on your resources as well as how much time is available.
-A good method of evaluation is to pretest and posttest the same group. By administering a pretest during the planning phase, and then posttesting after implementation, you will be able to see clear changes in behavior and attitudes.
-You can also compare to a standard by finding state or national data that displays recent trends (pg267). Your target audience must be similar to the audience polled in the standard otherwise your results will not be accurate.
Chapter 24
-To obtain the broadest view of effects of your social marketing program you should collect both quantitative and qualitative evaluation data.
-Surveys are a popular method to receive quantitative data from a large population. You can send out mailed questionnaires, telephone interviews, in-person interviews, or computerized surveys.
-Observing people is a good way to get accurate data objectively. By observing you are eliminating the possibility of somebody falsely recording changed behavior on a survey.
Chapter 25
-Receiving feedback is crucial in being able to tweak and perfect your market program.
-Feedback should happen before the end of the program. Real-time feedback allows you to improve your program when it counts.
-You should think about what needs to be eliminated as well as what should be added to your campaign. After improving your campaign you should summarize the guidelines so others can replicate it in the future.
Q: Should there be a limit on how many times you should pretest your program if you keep finding better ways to improve it?
DeleteChapter 14:
ReplyDeleteAlthough pretesting may seem like an extra, unnecessary step, it will allow you to determine if the program you created is having the effects you intended it to have.
“Pretesting will help you to know whether the materials you have developed will generate the effect you desire.” (p.161)
“By pretesting you can accomplish the following; ensure the target audience comprehends the messages, detect other interpretations of your message, catch potentially costly mistakes, tune back into the ‘real world’, make materials more appealing, identify details that subvert the message, select from among several potential approaches.” (p. 162)
Chapter 15:
Conducting a pretest may include focus groups, intercept interviews, self administrated questionnaires, theater or natural exposure testing, usability testing, and expert and gatekeeper review.
“Pretesting ideally should include both quantitative and qualitative research methods. The strengths of one method can help you compensate for weakness of another.” (p. 165)
“Focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.” (p. 165)
Chapter 16:
Following the pretest, social marketers must analyze the results and make changes if necessary.
“At this stage you will analyze and interpret your pretest results, make changes to the materials based on the feedback, pretest the new versions (if necessary), and then finalize the materials. (p. 179)
“Monitor the process and outcome evaluation activities very closely to catch any potential problems or opportunities that should be addressed prior to the full implementation.” (p. 183)
Chapter 17:
ReplyDeleteAn effective implementation includes the following elements; deployment plan, public relations plan, social media engagement plan and internal readiness plan.
“Rather than jumping into implementation as soon as your materials are ready, take some time to plan each necessary step.” (p. 187)
“Depending on which tools you are going to use in the campaign—whether its blogs, social networks, Twitter, online videos, or other social sharing sites—create a plan for how much time the responsible staff member (s) will spend on interacting through those venues.” (p. 190)
Chapter 18:
Determining whether paid versus free media, broadcast media buys, print media buys, out-of-home media buys, or online media buys will be most effective for you audience is extremely important.
“The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs. If you know that members of your target audience tend to listen to a particular radio station as they drive to work in the morning, then you can ensure that your ad will run at that time.” (p 197)
“To identify the publications that will reach your target audience, you have several options. One source of information is the Standard Rate & Data Service (SRDS), which publishes several directories with information for advertisers on newspapers, consumer magazines, and business publications.” (p. 201)
Chapter 19:
Social media has emerged as a way for people to connect and interact through a new medium.
“Use social media to then draw the vertical line down, with deeper engagement for a narrower segment of the audience. After the campaign’s messages reach a broad swatch if the population, the people how want more information or to interact with others around the issue can move to the social media realm to do so.” (p. 209)
The social media principles are to be authentic, share, be relevant, engage in two-way conversation, and be an enabler.
Chapter 20:
Having a public relations strategy has the potential to generate more attention for your product, however it may not be worthwhile for your program.
Advantages: Lends credibility to your program, reaches many people at once, does not require purchase of media time or space, develops mutually beneficial long-term relationships with media and gets your message out quickly and efficiently.
Disadvantages: you have less control over how your message is conveyed, media coverage is not guaranteed, you might not reach your target audience members with the media that cover your program, and big news developments might bump your story out.
Chapter 21:
Monitoring mechanisms allow social marketers to obtain feedback and catch problems early.
“Although you might not be able to anticipate every type of problem you will encounter, a monitoring system will a least help to identify problems as they arise during implementation.” (p. 247)
“Process evaluation activities monitor the day-today operations of your program so that you can saw with relative certainty what comprised the actual intervention. You can evaluate the effects and contributions of each piece of the program to change or remove elements that are not working as intended.” (p. 248)
Chapter 22:
ReplyDeleteThe evaluation process allows social marketers to determine what works and what does not in attempts to improve your program.
“Evaluation creates accountability.” (p. 259)
“If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations.” (p. 259)
Chapter 23
To get an accurate, constructive, evaluation you must have an evaluation design to make your conclusion.
“A true experimental design allows you to state with relative certainty that it was your campaign, rather than other outside influences, that caused any differences you find.” (p. 265)
“Change in the evaluation indicators, or key outcomes to be measured, will tell you whether you have achieved your social marketing objectives.” (p. 268)
Chapter 24
Using both quantitative and qualitative research methods allow the social marketers to gain the most insight in evaluation reports.
“Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvements. The methods you use will determine in part by the evaluation and design and indicators you select.” (p. 271)
“Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data, preferably those that can be compared to the same measurement before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.” (p. 271)
Chapter 25:
The purpose of evaluation should be to gain feedback to improve the program.
“Effectively using feedback is an interactive, as well as iterative, process in which the elements of your program constantly are adjusted in relation to other components based on new information.” (p. 277)
“In addition to considering the elements you would change or eliminate, think about what you might add.”(p. 278)
Question: How long does the pretesting typically take?
Section V
ReplyDeleteChp.14
Presenting is a key step in the social marketing process because it allows you to understand how your target audience interprets your marketing mix and allows you to collect feedback in order to finalize your program
“By presenting you can accomplish the following: Ensure that the target audience comprehends the messages, detect other interpretations of your message, catch potentially costly mistakes, tune back to the ‘real world’, make materials more appealing, identify details that subvert the message and select from among several potential approaches.”
Chp15
In order to present, you must start by considering how to go about it and which methods to use to reach out to your target audience.
“Common pretesting methods include focus groups, intercept interviews, self-administrated questionnaires, theater or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review.”
“Prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants.”
Chp16
Once pretests are done, it is time for you to analyze the test results in order to figure out how to change your program in order to please your target audience and what aspects your target doesn’t think should be changed.
“In your analysis, the ‘definitely change’ items should include the following: Factual errors, unclear sentences or words, changes noted by a clear majority, easy changes, and elements or versions that definitely do not work.”
“The ‘Do not change’ ides will also be fairly clear in the responses you receive from your pretesting respondents”
VI
ReplyDeleteChp 17
Rushing your changes could impact the program’s overall quality so take time to plan out the changes and how to go about them.
“A comprehensive plan includes deployment plan, public relations plan, social media engagement plan, and internal readiness plan.”
Chp18
It is very crucial to decide the best placement for your program to be advertised in traditional media.
“Two main variables you need to consider as you plan your media buys are reach and frequency.”
“Among the pieces of information in the media kit that are most important for you to note and understand are publication schedule, closing dates, size of advertising units, cost, format, placement, and geographical targeting.”
Chp19
Social media is growing vigorously and it is crucial to implement your program with social media tactics in order to reach your target audience and interact with them.
“As new online tools have emerged that make it easy for people to connect and interact, a new paradigm in marketing is evolving.”
“Social media sites offer opportunities for users to interact with the site’s ontnt and other content creators.”
Chp 20
Public Relations allow your message to gain publicity to target audiences that may have not been reached through advertisement.
“Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.”
“Using public relations strategies as part of your social marketing program accomplishes credibility to your programs and message via news coverage, reaches many people at one, does not require purchase of media time or space, develops mutually beneficial long-term relationships with media, and gets your message out quickly and efficiently
Chp 21
A monitoring system is important in order to become aware of any issues that may arise once the program is implemented.
“Tracking the progress of your program helps you to ensure that the elements of the program are being carried out as planned, ensure quality, address any potential problems that arise, alter the course of the program (If necessary), keep staff and partners energized, know when you might be running out of materials for restocking, assess the results of your program.”
“Although you may not be able to anticipate every type of problem you will encounter, a monitoring system will at least help to identify problems as they arise during implementation. Most problems can be easily solved if you detect them early enough.”
Chp22
ReplyDeleteEvaluation provides your own understanding of your success, achievements and failures in order to improve.
“Evaluation creates accountability”
“Three simple questions pertaining to each level of evaluation research: What should we do? How are we doing? Did we do it?”
Chp23
When you are evaluating you must construct an evaluation design in order to evaluate your program efficiently.
“The design you use to carry out the evaluation will depend in part on your resources and the length of time the program is implemented.”
“An evaluation design can be either cross-sectional (i.e. administered to people randomly chosen at particular points in time) or prospective (i.e. following the same individuals over time). Prospective studies involve more intensive recruitment and follow-up but can yield more detailed data.”
Chp24
Different research methods will help you determine the evaluation results
“The most common research methods used in evaluation are surveys, observation, and qualitative methods.”
“Just as you used qualitative methods to flesh out your exploratory research while planning your program, so too can these methods help you to better understand the effects of your campaign from another perspective.”
Chp25
The point of your evaluation is to understand and learn from mistakes in order to improve your present and future social marketing programs
“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time- as events actually occur- allows you to improve your program when it counts rather than retrospectively”
“You can learn and apply the lessons gleaned from the outcomes of this program. These lessons might include how to make the social marketing process run more smoothly, which elements of the campaign worked and which didn’t, which objectives require additional effort or a new approach, which distribution channels were most effective, how to realistically budget your time and funds for the next phase, and what types of challenges to anticipate and how to overcome them.”
Question: Shouldn’t you be continuously evaluating every step in your social marketing program from beginning preparation to the end?
Chapter 14
ReplyDelete1. Pretesting can be helpful when determining the strengths and weaknesses of your materials, this however does not always guarantee the effectiveness of the materials.
a. “The results are only as good as the quality of the research and interpretation” p. 162
b. Bias can throw a wrench into the pretesting phase. If participants of a focus group say what they think you want them to say or follow more outgoing members opinions but really feel differently, these outcomes effect the validity of your pretesting
Chapter 15
2. There are a variety of methods that can be used for pretesting that yield either qualitative or quantitative results.
a. “Intercept interviews are a way of reaching a large number of people quickly and relatively inexpensively” (p.166). However this can be problematic because in statistical terms the participants may not represent the whole target audience.
b. “Self-administered questionnaires are pre-testing method that gathers responses from many people simultaneously without requiring a large investment in staff time” (p.167). Another advantage is they can be done anonymously, which can be beneficially if the questionnaires pertains to sensitive topics.
Chapter 16
3. After analyzing initial pre-test results, it may be necessary to pre-test the newest version of the program’s material and then move onto finalizing all materials.
a. “If pre-testing elicits substantial changes in the look of the materials, messages or medium, then you might need to go back and pretest the essentially ‘new’ materials” (p.180).
b. “The best way to gauge the potential success of your social marketing program is through pilot testing (also known as ‘test marketing’)” (p.182). This process incorporates all the different aspects of the marketing mix into a real setting.
Chapter 17
4. Creating an implementation plan includes the four following elements, a deployment plan, a public relations plan, a social media engagement plan and an internal readiness plan.
a. “Use a kickoff event to introduce your campaign to the media and the community” Examples include: health fair, expert panel discussion, concert, disease screening, etc. (p. 188).
b. “To prepare others in your organization for implementation and to bring them on as part of the social marketing team, educate your staff, volunteers, and partners’ staff about what you are trying to do” (p.190)
Chapter 18
5. As a social marketer, you can work with a professional media buyer or choose the option of making media buys by oneself.
a. When planning with an advertising sales executive, you should point out to them the target audience you are looking to reach and look for the Nielsen ratings to compare and contrast with other stations.
b. “Think of the price on the rate card as the ‘suggested retail price’; rates almost always are negotiable. Ask whether the station offers a nonprofit rate (if appropriate) or whether it can reduce the price because of the public service nature of the ads” (p. 199-200).
Chapter 19
ReplyDelete6. Defining the objectives and main goals of your social media strategy is crucial to creating an effective campaign.
a. “If you do see a role for social media, use the SMART format discussed Chapter 9 to create objectives that will be useful in guiding what tools and tactics you select” (p.214).
b. In relation to defining your target audience it is important to consider, “which sites they spend time on and what types of activities they participate online in” (p.214).
Chapter 20
7. An effective public relations strategy includes getting your message out quickly and efficiently, does necessary have to involve buying media time and can help create a positive long lasting relationship with media outlets.
a. Public Service, “is information that most types of media provide as a courtesy to the community” (p.234)
b. “The news format provides great credibility to your information and attaches inherent importance to it”. While a reporter rewrites the story, you are able to build a relationship with an individual inside the media (p.233).
Chapter 21
8. Monitoring is essential to identifying issues as implementation occurs and finding a solutions as needed throughout the process
a. “The mechanisms you can use to track the progress of program implementation range from the simple counts of phone calls and materials to complex analyses of management practices” (p.249).
b. “Materials placement audit. Physically visit partner organizations or outreach locations to check whether posters are up, brochures are placed where people can pick them up and other materials are being used correctly “ (p.249)
Chapter 22
9. Three questions should be asked when evaluating a program or campaign: what should we do? How are we doing? Did we do it?
a. “Outcome evaluation occurs at the end of program implementation or periodically over the life of a campaign. Identifying the extent of attitude and behavior change in the target audience and correlating it with individual exposure to the campaign is an important measure of the program’s effectiveness” (p.261).
b. “Every year, thousands of evaluation reports that were sweated over for months end up on bookshelves, never to be touched again. Do not let this happen to your evaluation. If designed well, your evaluation results should provide you with recommendations for how to improve the next phase of your campaign” (p.264).
Chapter 23
ReplyDelete10. Programmers must first pick an evaluation design and points where you will collect data prior to choosing the actual method.
a. “The advantage of using existing data is clear: you do not have to start from scratch by conducting new research…in cases where exact information you need is not available of easily measured, consider using proxy measures” (p.267)
b. “Changes in the evaluation indicators, or key outcomes to be measured, will tell you whether you have achieved your social marketing objectives. By carefully selecting the indicators you will be able to identify where your program has been most successful and where is needs more work” (p.268)
Chapter 24
11. Three common evaluation methods are surveys, observational studies and qualitative methods.
a. Three types of qualitative methods are in-depth interviews, focus groups and anecdotal feedback mechanisms
b. Focus groups, “should be composed of people similar to each other in ey ways related to the campaign… The group setting is ideal for eliciting information on the campaign’s influence in peer groups and for generating ideas on how to improve the program” (p.275)
Chapter 25
12. Successfully utilizing feedback to improve your program is not a stagnant process and should occur as relevant situations and information arises.
a. In looking over feedback it is important to consider what would you get rid of next time? What would you add to the program? Or has the target audience shifted away from your original goals and objectives?
b. “Summarize these guidelines in a written evaluations report so that a record exists for others to read in the future, in case you leave your position or for those who might wish to replicate your program” (p.278).
Question: How would programmers implement negative feedback into a campaign with little funds?
C14
ReplyDeletePretesting is a vital part of the program development because it helps you gauge whether your message and materials will actually produce the effect you desire.
-Through pretesting “you can accomplish the following: Ensure that the target audience comprehends the message. Detect other interpretations of the message. Catch potentially costly mistakes” (161). And etc…
-“If you have sufficient resources” it is best to “pretesting into two phases. The first phase would involve pretesting the messages and concepts once you have developed them to identify those that are most effective. The second would pretest the materials based on the selected messages and concepts to determine how to best execute the idea” (162).
C15
When conduction pretesting you should use a variety of methods, both qualitative and quantitative, so that the strengths and weaknesses of each method compliment each other.
-“Intercept interviews are a way of reaching a large number of people quickly and relatively inexpensively. But because the respondents are not selected randomly from the population, this method is not necessarily statistically representative or projectable to the entire audience” (167).
-“The drawback of many pretesting methods is that the target audience does not experience the materials in the same setting as it would during the actual campaign. Theater testing and natural exposure are more sophisticated means of assessing the effectiveness of campaign materials such as television, radio, magazine ads” (168).
C16
After pretesting, you must take time to interpret the results to figure out what must be changed, what should possibly change, and what should not change before finalizing the materials.
-“Many of the necessary changes will be obvious as you look at the results. The ‘do not change’ ideas also will be fairly clear in the responses you receive from your pretesting respondents” (179). “’Definitely change’ items should include the following: Factual errors, unclear sentences or words, changes noted by a clear majority, easy changes, [and] elements or versions that do not work” (179).
-“The ‘possibly change’ items might include the following: elements that some people suggested changing but with no real consensus, elements that confused a few people but were understood by most people, [and] elements that might cost a lot of money to change” (179-180)
C17
Develop an implementation plan that comprehensively covers each step of implementation to ensure the process goes smoothly and successfully and everyone is on the same page—it should include a deployment plan, public relations plan, social media engagement plan, and internal readiness plan.
-Kickoff events are a great way “to incorporate the media into your implementation. The event you offer should meet three criteria. …it must attracts members of your target audience… communicate your message… [and] be considered newsworthy” (188).
-“A social media policy will … guide how those representing your organization or campaign engage online. Some factors to include: who is authorized to act as an official representative for the project, approval process for online content, …disclosure guidelines when commenting on blogs and other sites,” etc… (190).
C18
ReplyDeleteBy acting as your own media buyer, you can save yourself money and have more control, however is a campaign is particularly complex or large you may need to seek out a professional media buyer—and in social marketing media buy prices are always negotiable (or at least worth asking).
-“The more flexible you can be, the less the placement will cost, but you lose the benefit of targeting your audience precisely. Repetition and access to the target audience are the keys to effective media placement, and these are hard to obtain through PSAs” (198).
-“The key … in determining [online media buys is in] the right type of online marketing and making sure your ads are appearing on sites frequented by your audience. When you target the people who are looking for information related to your issue or can pinpoint which websites are most popular with the people you are trying to reach, you can be more efficient in reaching them” (205).
C19
Social media is an effective way to draw deeper engagement with an audience because it allows the audience to participate in the campaign—if successful this creates a long term, sustained relationship.
-“With social media, think in terms of building a long-term movement through relationships and trust, rather than creating a short-term marketing campaign. Even Kevin Roberts, the worldwide CEO of advertising firm Saatchi & Saatchi, has said, ‘Marketing is dead. We need to build movements instead’” (211).
-“The biggest difference between social media and traditional media is that these tools allow for two-way conversations… This feature can lead to greater engagement with your issue by giving people the opportunity ask questions, discuss concerns, and receive social support from you and others” (213).
C20
Public relations can be a beneficial addition to your communications providing credibility and efficient delivery of your message, however just because they are free doesn’t mean they don’t cost considerable effort on your part and they are impossible to control.
-“Find an angle that makes your idea stand out and grabs the reporter’s interest. The media prefer stories that contain at least one of the following elements: Timeliness… general interest… local angle… conflict… human interest… novelty… celebrity… [and/or] superlatives” (231-232).
-“The more you can do to help the reporter do his or her work, the more likely your story will be the one that gets covered that day. Succinct information, such as fact sheets and backgrounders (explaining the events, legislation, or scientific concepts behind your news story), helps the reporter to quickly understand the issue. Photographs or video footage related to the story also heightens your chances of coverage.” (238)
C21
Setup a monitoring system of process evaluation and tracking mechanisms to identify problems that surface during implementation—whether you detect a problem earlier on or not could be the difference between success and failure.
-“Before putting monitoring mechanisms in place, determine your process evaluation objectives… Identify the pieces of your program that will provide an indication of whether the campaign is progressing as planned,” don’t just measure something because you can (248).
-“Target Audience Response… Purpose: To assess the number of target audience members responding to and participating in the program as a result of the campaign.” Example of a tracking method: “Activity reports. Determine the number of people participation in program activities through sign-up sheets or attendance records” (249).
C22
ReplyDeleteDesign evaluation activities around the uncertainties you need illuminated to improve your program, and by identifying what does and does not work, you will be able to direct your resources to the most effective parts of the campaign and eliminate or reduce the other parts.
-“Balch and Sutton aptly pose three simple questions pertaining to each level of evaluation research: What should we do? How are we doing? Did we do it? The first question… is answered through formative evaluation. Formative research if done to shape the program strategy and pretest the materials prior to implementation” (260).
-“One of the main challenges in your evaluation [you might face is]…. Reliance on a single method… To avoid getting just one possibly skewed description of your program’s effects, use several different methods whenever possible to round out the picture. Combining the results of more than one research method can compensate for the weaknesses of each technique; this is called triangulation” (262-263).
C23
When designing your evaluation, use an experimental approach, which will allow you to distinguish with certainty that is was your campaign, not any other outside influences, that caused the differences you find in your evaluation.
-“Individual-level indicators encompass measures such as the following: knowledge, attitudes, beliefs, behaviors, stage of change, [and] demographics. The advantage of using individuals as the base of analysis is that you can directly measure changes in the factors your program seeks to influence. You also can examine the characteristics of those who adopted the behavior versus those who did not” (268-269).
-“…community-level indicators might be more appropriate to use when you have limited resources… Community-based indicators can be related to the following: environmental change, policy and regulation, information accessibility, [and] behavioral outcomes” (269).
C24
Use a variety of research methods (quantitative and qualitative) to collect evaluation data so that you may achieve the broadest view of the effects of your campaign and the areas that need improvement.
-“Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program” (271).
-“The questions you ask using qualitative methods will be somewhat different from those in a survey because you can draw out more detail and context… Qualitative methods for gathering evaluative data include the following: In-depth interviews… Focus groups… [and] Anecdotal feedback mechanisms” (274-275).
C25
The ultimate goal of your evaluation activities should be to discover how to improve your current and successive social marketing campaigns.
-“Responding to relevant information in real time—as events actually occur—allows you to improve your program when it counts rather than retrospectively realizing what you should have done. Effectively using feedback in an interactive, as well as iterative, process in which the elements of your program constantly are adjusted in relation to other components based on new information” (277).
-Lessons you can learn from the outcome of your program for future implementations of the same campaign or other programs include: “How to make the social marketing process run more smoothly… Which distribution channels were most effective… What type of challenges to anticipate and how to overcome them” (278).
Q
How does one approach funders if the evaluation shows that the program has been unsuccessful?
-Corin Vallee
Section V
ReplyDeleteChapter 14:
- Although pretesting may seem like a waste of time, it is crucial in social marketing to pretest in order to see if your plan works with your target audience.
- “The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately.”
“After awhile, a clear consensus might emerge. Using multiple pretesting methods, you may elicit different types of information, which can help you better understand the responses you receive. With data from several sources, you can compensate for the weaknesses of each method.”
Chapter 15:
- When planning a pretest, there are 2 things that social marketers must do: 1. Decide which pretest methods will be used and 2. Make the questionnaire and choose participants
- “Common pretesting methods include the following: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, expert and gatekeeper review.”
“Self-administered questionnaires are a pretesting method that gathers responses from many people simultaneously without requiring a large investment in staff time. These questionnaires can be administered to a group of people to fill out and return on the spot, to individuals in intercept interview via an online survey, or to a large sample through the mail.”
Chapter 16:
- After you have received feedback, you will interpret pretest results, make changes based on the results, and then finalize your materials.
- “Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics. In each topic, label each idea as definitely change, possibly change, or do not change.”
“After you have determined exactly how the materials will look or sound, you will need to finalize the design and produce the materials in sufficient quantities for the campaign. This includes printing posters, brochures, or written material; duplicating television or radio ads; producing billboards or other outdoor ads; and manufacturing other types of items.”
Question: Is pretesting absolutely necessary? Or could social marketers skip this step?
Section VI
ReplyDeleteChapter 17:
- An implementation plan consists of a deployment plan, public relations plan, social media engagement plan and internal readiness plan and is necessary to outline the actions needed to prepare before and after the program is introduced.
- “A deployment plan will help you think through all the steps involved in producing you materials and getting them from Point A to Point B, as well as installing any structural or environmental features of your program prior to launch…use public relations strategies to attract coverage by the free media such as news outlets and talk shows.”
“In addition to having your social media tools set up on time for the program launch, you will need to create a plan for how your program will engage with people via social media. Decide who on the project will be responsible for coordinating the overall content used on the different types of social media sites.”
Chapter 18:
- Planning and buying traditional media is a process in which social marketers need to decide whether they want to place an ad through paid or fee media and on the type of media buy they want: print, out-of-home, or online.
- “The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs…you can purchase radio and television as spots at particular times of day or for specific programs.”
“Out-of-home media include outdoor advertising such as billboards and painted signs, transit ads, and other types of displays. These media can reach a large proportion of the total population but are more difficult for narrowly targeting demographics below the level of neighborhood.”
Chapter 19:
- When social marketers engage in social media they have to follow certain principles, build a strategy and decide which tools and tactics they will use.
- “There are principles that cut across all the tools that ensure that you will be more effective in your social media interactions. Each tool develops its own set of netiquette guidelines over time, but these general rules of the road will help you avoid the biggest missteps on all of the types of sites.”
“Don’t jump into a blog or starting a Facebook account just because it seem that everyone else has one. You will need to think through what your overall objectives are, who your audience is, and how much time you have to put into social media activities before determining which tools make the most sense.”
Chapter 20:
- Using public relations in a social marketing program has various pros if you are able to generate coverage by media outlets, when using a PR strategy you need you ask certain questions.
- “You can use PR methods to accomplish the following: supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, and put pressure on policymakers to address your issue.”
“The media prefer stories that contain at least one of the following elements: timeliness, general interest, local angle, conflict, human interest, novelty, celebrity, and superlatives…standard media formats that you can use to promote your messages include the following: news, feature, editorial, entertainment, and public service.”
Chapter 21:
- Monitoring implementation successfully includes making sure that the process is on the right track toward achieving the program’s goals.
- “Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what comprised the actual intervention. You can evaluate the effects and contributions of each piece of the program to change or remove elements that are not working as intended.”
“Monitor closely all aspects of you program throughout the course of the implementation period rather than waiting until the end to look at the results. Some items will need to be assessed once a week or month, whereas others should be tracked on a daily basis.”
Question: What would happen if social marketers didn’t monitor implementation?
Section VII
ReplyDeleteChapter 22:
- Although evaluation of your program has challenges, it will, however, create accountability, help make improvements, and give you useful information.
- “The first question “What should we do?” is answered through formative evaluation…during implementation, the second question “How are we doing?” assesses whether the program is executed as planned…answering the third question “Did we do it?” involves summative evaluation.”
“Done correctly, an evaluation can provide valuable data and feedback. Done poorly, an ineffective campaign might receive a glowing review, or the positive effects of a well-constructed program might go undetected. This is due to a variety of challenges to conducting a sound evaluation.”
Chapter 23:
- The first step in creating an evaluation design is determining where the data will be collected and how complicated the design will be.
- “The advantage of using existing data is clear: you do not have to start from scratch by conducting new research. If you can find data that answer you evaluation questions, then by all means, use them…for small-scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation.”
“If you cannot use a control group in your design but wish to compare your results, you might be able to find state or national data for the same time period that will give an indication of overall trends…changes in the evaluation indicators, or key outcomes measured, will tell you whether you have achieved you social marketing objectives.”
Chapter 24:
- The most common research methods in evaluation are surveys, observations, and qualitative data.
- “Surveys are by far the most widely used method to assess the success of a social marketing program…observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task.”
“Although you generally cannot validly compare the results of qualitative research before and after the campaign, the data gathered using these method will give a good indication of which elements were effective from the target audience’s perspective and how the campaign could be improved for the next phase. For qualitative evaluation research, the most useful type of person to recruit as a participant is someone who has been at least moderately exposed to the campaign messages or materials.”
Chapter 25:
- You should use feedback to improve your program as events occur and for improvements in the future.
- “Responding to relevant information in real time—as events actually occur—allows you to improve you program when it counts rather than retrospectively realizing what you should have done. Effectively using feedback is an interactive, as well as iterative, process in which the elements of your program constantly are adjusted in relation to other components based on new information.”
“Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lesion gleaned from the outcomes of this program. In addition to considering the elements you would change or eliminate from your program, think about what you might add.”
Question: Why do you have to conduct more research in the evaluation step?
Chapter 20
ReplyDelete-Public relations had a large impact and importance when it comes to generating publicity.
“Just as you can get your message out by purchasing advertising time or space, you can promote your program in the spaces between the commercials through public relations.” (Pg 229)
“A press kit should contain all the information a media professional needs to put together a story about your issue or organization. Provide press kits to the media at a press conference or media briefing or when you pitch a story.” (Pg 240)
Chapter 21
-Before implantation it is important to get feedback on the program.
“Monitoring may be as simple as asking callers how they found out about your program, tracking participation on your social media accounts, or making sure that your partners are doing what they promised.” (Pg 247)
“The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices.” (Pg 249)
Chapter 22
-Evaluation can be a hard subject, but it is necessary to do so to achieve your goal.
“The word evaluation often strikes fear in the hearts of program planners. However, with an understanding of why it is necessary and what it entails you soon will see evaluation as an indispensable and not so daunting piece of a well-planned social marketing program.” (Pg 259)
“When you begin to consider evaluation of your social marketing campaign, you might focus primarily on the question “did the program work?” but evaluation entails more than this broad question.” (Pg 260)
Chapter 23
Using evaluation design can help you determine the effect of your program.
“With any research method you choose, you first will decide how to structure your evaluation design. This will determine where you find your date, at what points you take measurements, and whether you will use comparison groups.” (Pg 265)
“Because you are collection data from a relatively small number of organizations rather than from many individuals, community-based indicators can be less expensive and time-consuming to track.” (Pg 269)
Chapter 24
-Evaluation methods are very crucial and essentials in social marketing.
“The methods you use will be determined in part by the evaluation design and indicators you select. For example, focus groups will not yield date on the rate of adoption of the target behavior but can provide important feedback on how the campaign was received among target audience member and how they used the information and materials.” (Pg 271)
“In addition to conducting observations of peoples behaviors directly, you can measure the evidence of their actions. Percentage of supermarket shelf space, for example, is a good indicator of the types of food that neighborhood shoppers buy. “ (Pg 274)
Chapter 25
-Using feedback to improve your program is key in creating social marketing goals.
“The ultimate purpose of each of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs. The results will do no good to anyone if they are not acted on or are immediately retired to a shelf.”
(Pg 277)
“Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lesion gleaned from the outcomes of this program.” (Pg 278)
Question: What would happen if you didn’t do the pretesting?
Chapter 14:
ReplyDelete1. Pretesting can help you know whether your materials will convey the message you intended for the target audience.
2. “It is better to have excellent materials later than to provide mediocre materials immediately.”
“Pretesting can give you an indication of the strengths and weaknesses of your materials, but it cannot definitively determine your work.”
Chapter 15:
1.Pretesting should be a combination of qualitative and quantitative research methods that complement each other.
2. “In addition to exploratory research, focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.”
“Intercept interviews (sometimes called “central site” or “central location” interviews) are an efficient way in which to collect quantitative data, particularly for pretesting.”
Chapter 16:
1. After pretesting, it’s time to evaluate the results and make changes based on the feedback you obtained from pretesting.
2.”In addition, keep in mind that you do not have to make every change that was mentioned during pretesting.”
“The pretesting stage can go on indefinitely, moving back and forth from message and materials development to pretesting until your results show that not a thing should be changed.”
Chapter 17:
1. An implementation plan is necessary to make sure you have every step considered before you just jump into implementation once you have all of your materials.
2. “Estimate the potential demand for items that will be requested or picked up by the target audience so that you know the quantities to produce.”
“Depending on which tools you are going to use in the campaign--whether it’s blogs, social networks, Twitter, online video, or other social sharing sites--create a plan for how much time the responsible staff member(s) will spend on interacting through those venues.”
Chapter 18:
1. You can save money on media buys by either learning the basics of how it all works or working with a professional media buyer.
2.”The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs.”
“One source of information is the Standard Rate & Data Service (SRDS), which publishes several directories with information for advertisers on newspapers, consumer magazines, and business publications.”
Chapter 19:
1. Using Social Media is not a substitute for traditional forms of media; instead it is a form of media that can complement the advertising already on traditional media.
2.”Traditional websites provide a one-way flow of information, from the site’s creator to the user, while social media sites offer opportunities for users to interact with the site’s content and other content creators.”
“You will need to think through what your overall objectives are, who your audience is, and how much time you have to put into social media activities before determining which tools make the most sense.”
Chapter 20:
1. Public relations can be used to promote your message as a cheaper alternative to buying airtime or advertising space.
2.”On the other hand, if your goal in attracting media attention is to publicize your organization and its services throughout the community, then you should contact as many outlets as you can for possible coverage.”
“The news media have their own criteria for judging what is worth covering, so to get their attention, you will need to frame the issue in an appealing way.”
Chapter 21:
ReplyDelete1. Before the implementation process begins, putting a monitoring system in place can help you detect any problems early in implementation.
2.”Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what comprised the actual intervention.”
“Monitor closely all aspects of your program throughout the course of the implantation period rather than waiting until the end to look at the results.”
Chapter 22:
1. Evaluation can help improve your program while it is being implemented by identifying what does and does not work.
2.”Your evaluation need not be conducted by an outside evaluator, although if you lack research expertise on your staff or wish to ensure a totally objective assessment, you will find a consultant quite useful.”
“Impact evaluation makes the leap from behavior change to health or social outcomes. This type of evaluation determines whether the people who adopt the behavior promoted by the social marketing program experience a subsequent reduction in morbidity or mortality (or improvement in quality of life) related to the overall goal of the program.”
Chapter 23:
1. The structure of your evaluation design should help you determine if it was actually your campaign, not outside influences, that made a difference.
2.”For small-scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation (and sometimes at additional midpoints for long-term programs).”
“If you cannot use a control group in your design but wish to have an external standard with which to compare your results, you might be able to find state or national data for the same time period that will give an indication of overall trends.”
Chapter 24:
1. The evaluation methods you use will be determined by the design and should be a variety of qualitative and quantitative methods.
2.”Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.”
“Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task.”
Chapter 25:
1. Feedback from your program should not wait until the end of the program but should be continuous throughout so that you can use that feedback to better the program.
2.”Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program.”
“In addition to considering the elements you would change or eliminate from your program, think about what you might add.”
Question: How much time should you spend on pretesting as a percentage of the entire social marketing program?
Chapter 14
ReplyDeleteA good social marketer will build time in their campaign for pretesting to ensure quality materials are delivered.
Keep a list of pretesting criteria to abide by once you have measured your effectiveness, what works and what doesn’t.
“Even when pretesting is performed well, however, there are no guarantees that the program will be successful. Pretesting can give you an indication of the strengths and weaknesses of your materials, but it cannot definitively determine what will work.” (162)
Chapter 15
The social marketer first needs to decide which pretest methods will reach the desired results for their marketing materials and start recruiting for participants and in some cases moderators.
“In addition to exploratory research, focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.” (165)
When your social marketing program includes elements that go beyond communications and require people to interact with their design, it’s a good idea to conduct usability testing. This applies to websites – especially if they include functionality that goes beyond standard navigation and text – as well as other types of tools, products, or environmental design components.” (170)
Chapter 16
Review your pretest results and make labels to categorize changes(positively change, maybe change, do not change), then make changes accordingly.
“Before you spend a substantial sum on a program that might not work in the real world, a pilot test allows you to work out the kinks and to assess the effectiveness of the marketing effort.” (182)
“Qualitative information, such as interviews or focus groups with the target audience, can help you to know what those who have been exposed to the campaign think about it and whether they have any suggestions for improving the visibility and effectiveness of the campaign.” (183)
Chapter 17
You need to implement your social marketing plan using all the following comprehensive elements; deployment plan, public relations plan, social media engagement plan and internal readiness plan.
“The media can be a very effective ally in getting your message out to your target audience. Use public relations strategies to attract coverage by the “free” media such as news outlets and talk shows.” (188)
“The internal readiness plan focuses on the reactive side of your outreach efforts. This can be just as important to your campaign as other public relations activities, depending on who contacts you and what they do with the information.” (192)
Chapter 18
Once you familiarize yourself with how media buying works and do your research, you can create an action plan for how you would like to do your advertising; paid versus media, broadcast media buys, print media buys, out-of-home media buys, and online media buys.
“In some cases, the same company might own more than one station in the area you want and could provide less expensive “combo” rates if you purchase ads on two or more of its stations. Do not forget about cable television; it allows you to reach a very specific niche (e.g. , ESPN, Telemundo, HGTV, Syfy) and to run commercials within a small geographic area.” (199)
“The key is knowing where your target audience spends its time online and placing relevant ads there. If you do not want to figure out the specific websites yourself but would rather spread your ads across many different types of websites that reach people with the relevant demographics, contract with an online ad network that distributes ads across the web.” (207)
Chapter 19
ReplyDeleteIt is appropriate to use social media as the channel for deeper engagement for a narrower segment of the audience.
“Because the focus is on people talking to people, social media are based on relationships. To be most effective, you need to think in terms of building relationships with the people you’re trying to reach, not just sending messages out to them.” (211)
“In addition, to be able to tie social media engagement in with other elements of the social marketing program, as well as ultimate outcomes such as knowledge, attitude, and behavior change, you can conduct a survey that assesses links between those.” (217)
Chapter 20
With the use of public relations in your marketing plans, you gain credibility to your program, reach a large number of people in one sitting, it doesn’t require the purchase of media time or space and you develop long-term relationships with media.
“The term media refers to many different types of entities – radio, television, newspapers and magazines, computer software, and the Internet – that vary extensively within each category.” (232)
“The key to implementing your media strategy is getting your information to the right people at the right time.” (234)
Chapter 21
Tracking the progress of your program to ensure quality, address any foreseeable problems, be sure your plan is being carried out and make alterations as necessary is key to a successful program.
“Effective monitoring involves staying on top of trends in your program’s activities and ensuring that implementation is on the right path toward accomplishing program goals.” (247)
“Make sure that media buys are implemented as directed. Track the online interactions with your organization as a result of the campaign and how they were handled. The specifics of your program will determine will determine the elements that are included in your process evaluation.” (248)
Chapter 22
Evaluation is an opportunity to prove your program makes a difference by creating accountability for your program.
“If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations. By identifying what does and does not work, you will be able to focus your resources on the most effective parts of the program and eliminate or reduce other components.” (259)
“Done correctly, an evaluation can provide valuable data and feedback. Done poorly, an ineffective campaign might receive a glowing review, or the positive effects of a well-constructed program might be undetected.” (262) “The most imposing barrier to conducting an evaluation can be lack of resources, whether in for the form of funds, staff time, or expertise.” (262)
Chapter 23
ReplyDeleteYou must first choose your evaluation design so you can collect the data and evaluate your program efficiently.
“For small-scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation (and sometimes at additional midpoints for long-term programs).” (266)
“The advantage of using individuals as the base of analysis is that you can directly measure changes in the factors your program seeks to influence. You also can examine the characteristics of those who adopted the behavior versus those who did not. Collecting the data you need from a large number of individuals, however, can be expensive and time-consuming and, therefore, is not always feasible.” (269)
Chapter 24
To get the best data from your marketing efforts you should use both quantitative and qualitative research methods.
“Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task. Observing people in a natural setting without their awareness of you watching them can provide a better indication of what they actually do.” (272)
“For qualitative evaluation research, the most useful type of person to recruit as a participant is someone who has been at least moderately exposed to the campaign messages or materials.” (274)
Chapter 25
Review evaluation results to improve your programs and make future decisions by considering some key strategies such as: involve key decision makers and stakeholders in the design of program objectives and evaluation planning, focus on strategic, rather than exploratory, formative research, use pretesting results to build strong communication strategies, use social media to tap into the pulse of your audience.
“This report should be user- friendly -no longer than necessary, easy to read, and providing clear action items.” (278)
“Compile all the documentation from the development and evaluation of the campaign as an appendix for easy reference. Share your results with all those involved in the development of the program including staff, partners, and funders.” (279)
How can you be sure you chose the right evaluation design to get the greatest feedback for future program planning?
Section V
ReplyDeleteChp 14
Pretesting is an important step before final implementation of your campaign. Using specific criteria you can observe the strengths and weaknesses of your program.
1. Pretesting can help you catch costly mistakes; it “helps you avoid the cost of completely redoing unusable materials after production.” (161)
2. One criteria of pretesting is to measure the attractiveness of your campaign, and determine if audiences would be interested/pick up on the material. (164)
Chp 15
When conducting a pretest it is important to determine what sort of information (qualitative or quantitative) you want and how to best get it according to your program.
1. Intercept interviews are a good way to get qualitative and quantitative information and “are a way of reaching a large number of people quickly and relatively inexpensively.” (166)
2. Usability testing is essential if your program involves audience participation, like a website. “After you observe many people, you will see what works, as well as what is confusing and needs to be fixed.” (171)
Chp 16
After conducting your pretest you finalize the changes you need to make. Conducting a ‘pilot test’ after these changes have been made works as the last simulation of implementation to make sure everything runs smoothly.
1. Finalizing your materials is essential if print is involved. “Leave plenty of time for printing and other production work. Deadlines are notorious for being broken…” (181)
2. “The best way to gauge the potential success of your social marketing program is through pilot testing. This is the ultimate pretesting method.” (181)
Section VI
ReplyDeleteChp 17
Implementation is the stage where action takes place. In order to successfully present your campaign to the public you will need a deployment plan, PR plan, social media engagement plan and internal readiness plan.
1. “A deployment plan will help you think through all the steps involved in producing your materials and getting them from Point A to Point B... as well as installing any structural or environmental features of your program prior to launch.” (187)
2. “Set up a social media monitoring system to start tracking where conversations about your issue and program are happening online. You can create a set of criteria to determine when to respond to blog posts, tweets or other online comments.” (190)
Chp 18
In order to promote your campaign you have to understand the differences between paid and free media, and assess what sort of media outlets are applicable to your campaign/audience, and determine what sort of channels (broadcast, print, online or out of home) are worth your time and money.
1. “The chief advantage of buying media time or space is that you can direct exactly what and where the ad runs.” (197) Paid media ensures you can reach your target audience effectively.
2. “Out-of-home media include outdoor advertising such as billboards and painted signs, transit ads and other types of displays. These media can reach a large proportion of the total population, but are more difficult for narrowly targeting” (203)
Chp 19
Because media has become more personal and participatory social media sites are a good way to narrow down your message to a specific target audience. It allows your message to be received in an interactive environment and engage your audience in a way that traditional media cannot.
1. Certain sets of principles apply to this unique form of media. An important thing is to share. “Sharing in this context means two different things: first sharing information, and, second sharing control.” (212)
2. Determining a set strategy for social media engagement is also important. “You will need to think through what your overall objectives are, who your audience I, and how much time you have to put into social media activities” (214)
Chp 20
Determining how to use public relations is an essential part of implementation. While public relations offers pros to your strategy, such as credibility, there are also downsides to PR such as lack of control. By determining what sort of PR strategies are best for your campaign and target audience, you can save yourself time and money.
1. “Select the target audience for your public relations efforts carefully. This may or may not be the same group you target in your other communications efforts.” (230) The people you might wish to promote your campaign (ex Congress) may be different than the people you are aiming to help (ex: people with diabetes).
2. “The more you can do to help the reporter do his or her work, the more likely your story will be the one that gets covered that day… provide as many pieces of the story as you can of real people affected by the issue” (238)
Chp 21
Evaluation is essential throughout the entire social marketing planning process. By monitoring your implementation from start to finish you are able to keep track of what works and what doesn’t, and are more likely to solve any potential threats to success before any severe problems occur within the campaign.
1. “Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what comprised the actual intervention.” (247)
2. One important part of implementation to track is media exposure, especially if you invested money. “If you purchased media time, you will receive a list of exactly when each ad ran including (usually) any extra spots the station provided as public service announcements.” (250)
Section VII
ReplyDeleteChp 22
Evaluation is important throughout the entire planning process, but is no doubt necessary at the end of your program. Final evaluation ensures accountability and also provides information that could help improve your program in the future.
1. “Process evaluation determines what information or services were delivered as a result of the program and to whom. Understanding what actually happened during the course of implementation, as opposed to what was supposed to occur, can help identify why certain elements of the program were or were not effective.” (261)
2. “Outcome evaluation occurs at the end of program implementation or periodically over the life of a campaign. Identifying the extend of attitude and behavior change in the target audience and correlating it with individual exposure to the campaign is an important measure of the program’s effectiveness.” (261)
Chp 23
Your evaluation design is determined by the research and data you acquired throughout the planning process. By comparing results to projected results/data from earlier in your planning you are most likely to find relevant results that can measure the sucesss or failure of your campaign.
1. “For small-scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation. This generally is the least expensive method of collecting valid data if you are conducting primary research.” (266)
2. “To be the most certain that your evaluation results truly reflect the effects of your social marketing program, use a control group that has not been exposed to the campaign for comparison.” (268)
Chp 24
When collecting evaluation data it is important to ensure you receive both quantitative and qualitative data. Different methods provide different kinds of results; the most effective evaluation design uses a few in order to properly assess effectiveness.
1. “Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data… are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.” (271)
2. “The stories of individual people can be quite powerful as a way of demonstrating the program’s effects at a personal level. By themselves, anecdotes do not prove anything about the program, but they ca be used to bring to life the people behind the statistics.” (275)
Chp 25
The final step in the evaluation process is what to do with your results. Improving your program for the future, or your strategy for future programs, is the main goal behind the evaluation process.
1. “Responding to relevant information in real time…allows you to improve your program when it counts rather than retrospectively…” (277) Strategies include involving key decision makers and tapping into social media.
2. While considering what elements you want to change in the future, don’t forget to think about what you can add. “Summarize these guidelines in a written evaluation report so that a record exists” (278)
Chapter 14
ReplyDeletePretesting will help you know if your campaign is going to work the way you want it to.
“The benefits of pretesting are well worth the slight delay in implementing your campaign” (pg. 162).
“Pretesting can give you an indication of the strengths and weaknesses of our materials, but it cannot definitively determine what will work” (pg. 162).
Chapter 15
Pretesting methods include focus groups, intercept interviews, self-administered questionnaires, theatre or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review.
“Theatre testing or natural exposure testing are more sophisticated means of assessing the effectiveness of campaign materials such as television, radio, and magazine ads. These methods present the campaign’s advertisement in the midst of other ads without telling the audience what they are evaluating” (pg. 168).
On Gatekeepers: “The experts might include people with extensive knowledge of the subject matter or audience to ensure that the information provided is technically accurate and appropriate or professionals with health communication and social marketing expertise to assess the effectiveness of the product design” (pg. 171).
Chapter 16
The results from pretesting mean nothing if you don’t know how to interpret them.
“Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics (e.g. text, visual design, message concepts)...Many of the necessary changes will be obvious as you look at the results” (pg. 179).
“Qualitative information, such as interviews or focus groups with the target audience, can help you to know what those who have been exposed to the campaign think about it and whether they have any suggestions for improving the visibility and effectiveness of the campaign” (pg. 183).
What is the best pretesting method?
Chapter 17
ReplyDeletePlan each step of implementation rather than being rash as soon as all of the materials are ready.
“Use public relations strategies to attract coverage by the “free” media such as news outlets and talk shows” (pg. 188).
Regarding Social Media: “You can create an editorial calendar to guide the themes to focus on from week to week or even day to day” (pg. 190).
Chapter 18
Buying ad space or broadcast time can be confusing and a risk if you have never done it before, but it is worth it to do the research and spend time negotiating because your campaign will benefit if you do it the right way.
“Ask each outlet to send you a media kit, which includes information about the station, its rate card, and a chart of the latest Arbitron or Nielsen ratings for your target audience. The ratings will give you an idea of where the station ranks compared to others in the same market for your audience’s demographics at certain times of the day” (pg. 199).
“Search engine advertising takes advantage of the fact that you can put a link to your campaign in front of people who are at the moment looking for related information” (p. 205).
Chapter 19
Social Media have become an important part of marketing campaigns.
“Traditional forms of media such as television, radio and magazines reach large numbers of people with a relatively shallow message...Use social media...with deeper engagement for a narrower segment of the audience” (pg. 209).
Social media principles include “be authentic”, “be an enabler”, “share”, “be relevant”, and “engage in two way communication”.
Chapter 20
Public relations can be a useful tool to help generate publicity.
“The ket to implementing your media strategy is getting your information to the right people at the right places at the right time... For long term relationship building, get to know the media gatekeepers at each outlet” (pg. 234).
“The more you can do to help the reporter do his or her work, the more likely your story will be the one that gets covered that day” (pg. 238).
Chapter 21
Before you implement your campaign, make sure to have a monitoring system in place to catch any problems as they arise.
“Monitoring may be as simple as asking callers how they found out about your program, tracking participation on your social media accounts, or making sure that your partners are doing what they promised” (pg 247).
“The mechanisms you can use to track the progress of program implementation ranfe from simple counts of phone calls and materials to complex analyses of management practices” (pg. 249).
How important is making connection in implementing public relations?
Chapter 22
ReplyDeleteEvaluation give the opportunity to prove that your campaign works and also helps to be anecdotal for the future.
Outcome: “Identifying the extent of attitude and behavior change in the target audience and correlating it with individual exposure to the campaign is an important measure of the programs effectiveness” (pg. 261).
Impact: “Impact evaluation makes the leap from behavior change to health or social outcomes. “This type of outcome determines whether the people who adopt the behavior promoted by the social marketing program experience a subsequent reduction in morbidity or mortality related to the overall goal of the program” (pg. 261).
Chapter 23
If your evaluation design is experimental, then you can really be sure that your campaign works.
“A true experimental design allows you to state with relative certainty that it was your campaign, rather than other outside influences, that caused any differences you find (pg. 265).
“By carefully selecting the indicators you track, you will be able to identify where your program has been most successful or where it needs more work” (pg. 268).
Chapter 24
Evaluation methods are determined by the design and indicators you select and are important to know how the target audience reacted to your campaign.
“Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task” (pg. 272).
“the data gathered using these methods (qualitative) will give a good indication of which elements were effective from the target audiences perspective and how the campaign could be improved for the next phase” (pg. 274).
Chapter 25
Using feedback to improve your program should occur throughout the process.
“Effectively using feedback is as interactive as well as iterative process in which the elements of your program constantly are adjusted in relation to other components based on new information” (pg. 277).
“Summarize these guidelines in a written evaluation report so that a record exsiss for others to read in the future” (pg. 278).
Can feedback ever be misleading?
Sec V
ReplyDeleteChapter 14
Although pretesting may not be feasible due to time and money constraints, it could help your campaign by: ensuring that the target audience comprehends the messages, detecting other interpretations of your message, catching potentially costly mistakes, tuning back in to the “real world”, making the materials more appealing, identifying details that subvert the message, and selecting from among several potential approaches.
“Pretesting can give you an indication of the strengths and weaknesses of your materials, but it cannot definitely determine what will work. Qualitative research methods, such as focus groups, are the most common form of pretesting. These methods help you to learn what the target audience members think about all aspects of your campaign…”
“Pretesting criteria include comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge, attitude and/or belief change, and strong and weak points.” These are all measures to see if you need to change anything in your overall campaign.
Chapter 15
Common pre-testing measures include focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, expert and gatekeeper reviews. Each type of pre-testing method has its strengths and weaknesses, and as a social marketer, it’s important to find out which one is most fitting to your campaign.
“Pretesting ideally should include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weaknesses of another.”
“As with any survey, there is a possibility that the people who did not respond are different in some way from those who did; this is called nonresponse bias. You can reduce this bias by following up with interviews of a small sample of the nonrespondents and analyzing their answers.”
Chapter 16
When interpreting pretest results, “the definitely change” items should include factual errors, unclear sentences or words, changes noted by a clear majority, easy changes, and elements or versions that definitely do not work.
“The pretesting stage can go on indefinitely, moving back and forth from message and materials development to pretesting until your results show that not a thing should be changed. If pretesting elicits substantial changes in the look of the materials, messages or medium, then you might need to go back and pretest the essentially “new” materials.
“Before you spend a substantial sum on a program that might not work in the real world, a pilot test allows you to work out the kinks and assess the effectiveness of the marketing effort.”
Sec VI
ReplyDeleteChapter 17
You should first come up with an implementation plan before you introduce your program. A comprehensive plan includes a deployment plan, public relations plan, social media engagement plan and an internal readiness plan.
“A social media policy will be important to guide how those representing your organization or campaign engage online. Some of the factors to include in the policy are: Who is authorized to act as an official representative for the project, approval process for online content, level of personal content that is appropriate, criteria to decide who to follow/friend on the official account, disclosure guidelines when commenting on blogs and other sites, and information about the project that is and is not appropriate to share online.”
“To prepare others in your organization for implementation and to bring them on as part of the social marketing team, educate your staff, volunteers, and partners’ staff about what you are trying to do. You can gather people for a short meeting to explain the campaign or conuct an intensive training on social marketing and how the campaign was created.”
Chapter 18
After implementing a plan for your campaign, it is important to understand the different media used to channel your message.
“Your campaign will benefit much more as a result of investing money into media buys. Of course, if you do not have enough money to pay for your media placements, then PSAs are an alternative. Distributing your ads directly online through video sites such as YouTube is also a cost-effective way of reaching your audience if you promote them through your other outreach efforts…”
“When determining how to structure your advertising schedule, consider whether you want to run your spots in rotation or in flights. Rotation means that the stations airs them regularly during a specific amount of time. Scheduling in flights means that the spots run for a set amount of time, then are not run for the same amount of time, and then appear again for another flight.”
Chapter 19
Social media is important in a social marketing campaign because you are trying to target a large audience and without these media, it would be a lot harder to reach a larger population.
When conveying a message through social media channels, remember to be authentic and relevant, and share your information and control. Engage in two-way conversations and be an enabler, also.
Blogs are an important part of social media. They have an audience, theme, a blogger, blog design, comment policy, schedule and images. These are all crucial components in appealing to a target audience.
Chapter 20
Using public relations strategies as part of your social marketing program helps lend credibility to your program and message via news coverage, reaches many people at once, does not require purchase of media time or space, develop mutually beneficial long-term relationships with media, and it helps get your message out quickly and effectively.
“Public relations methods help supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, and puts pressure on policymakers to address your issue.”
“The media prefer stories that contain the following elements: timeliness, general interest, local angle, conflict, human interest, novelty, celebrity, superlatives, news, feature, editorial, entertainment and public service.”
Chapter 21
ReplyDeleteIt’s important to track your results by process evaluation and tracking mechanisms in order to see if your social marketing campaign needs any alterations or improvements.
“Tracking the progress of your program helps you to oversee if the elements of your project are being carried out as planned, ensure quality, address any potential problems that arise, alter the course of the program if necessary, keep staff and partners energized, know when you might be running out of materials for restocking, and assess the results of your program.”
“The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices.”
Sec VII
Chapter 22
Evaluation creates accountability. However, evaluation should not be intimidating. See it as an opportunity to prove that your program has made a difference and that the positive results also might assist you in securing additional funding in the future.
“Your evaluation need not be conducted by an outside evaluator, although if you lack research expertise on your staff or wish to ensure a totally objective assessment, you will find a consultant quite useful.”
“Some evaluation challenges include unrealistic expectations, limited resources, reliance on a single method, using the wrong model, asking the wrong questions, technical problems, resistance from program staff or participants, waiting until the program is over to start evaluation, or failure to use evaluation results.”
Chapter 23
The ultimate goal is to determine the effects of your program on the target audience, and by doing that you need to depend in part on your resources and the length of time the program is implemented.
“For small-scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation (and sometimes at additional midpoints for long-term programs).”
“Because you are collecting data from a relatively small number of organizations rather than from many individuals, community-based indicators can be less expensive and time-consuming to track.”
Chapter 24
Collect the evaluation data using both qualitative and quantitative methods in order to reach the broadest view of the effects of your social marketing campaign, and to see which areas need improvement.
There are many methods of collecting survey data, such as mailed questionnaires, telephone interviews, in-person interviews and computerized surverys.
“Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task. Research that relies on self-reports of behavior runs the risk of obtaining answers that the respondents think reflect best on themselves, whether accurate or not.”
Chapter 25
“The ultimate purpose of each of your evaluation activities should be to learn how to improve your currect and subsequent marketing programs. The results will do no good to anyone if they are not acted on or are immediately retired to a shelf.”
Question: How do you know how effective your campaign was if you have the target audience do self-evaluation and they skew their answers to make themselves look better? (Ex: quitting smoking)
Section V
ReplyDeleteChapter 14
1. Pretesting is an important step meant to ensure the effectiveness of your marketing campaign.
2. "The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately," (p. 162).
3. Assess the "comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge, attitude and/or belief change, and strong and weak points," of your campaign during pretesting (p. 162-164).
Chapter 15
1. Before conducting a pretest, one must decide which methods will be most appropriate for the situation by weighing out the pros and cons of each option.
2. "Pretesting ideally should include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weaknesses of another," (p.165).
3. "Common pretesting methods include the following: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review," (p. 165).
Chapter 16
1. Results of a pretest can be very telling about what you should and should not change about your marketing campaign so that you can move on to the ultimate pretesting step: the pilot test.
2. "Looking at all the reactions, insights and advice you collected, sift through and categorize the information into appropriate topics. In each topic, label each idea as 'definitely change,' 'possibly change,' or 'do not change," (p. 179).
3. "The pilot differs from the full program only in its scale; implementation and evaluation occur in the same way whether it is a test market or the full-scale program," (p. 182).
Chapter 25 (forgot to paste this section)
ReplyDelete“If you feel that others can learn from your efforts, then take the time to write up a synopsis of your project for publication as either a journal article or a brief program note.”
“Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program.”
Chapter 14:
ReplyDeletePretesting is extremely important in social marketing and help you see the effective of the target audience.
“The benefits of pretesting can do a lot to improve your materials, it is not infallible. The results are only as good as the quality of the research and interpretation.” (162)
Chapter 15:
You must plan pretesting including strategies for your specific kind of pretest.
“In addition to testing the materials with the target audience, it often is helpful to include professionals in the field and representatives of intermediary organizations in the review process. The “experts” might include people with extensive knowledge of the subject matter or audience to ensure that the information provided is technically accurate and appropriate…” (171)
Chapter 16:
How to do with your pretesting results after it is collected.
“ The test market can help to diagnose strengths and weaknesses of the program so that each element can be fine-tuned. Pilot testing helps the staff become experienced in operating the program and in measuring real-life costs.” (182)
Chapter 17:
Focuses on planning for implementation not just going gong how too quickly of readers.
“In addition to having your social media tools set up on time for program launch (and ideally much earlier than that to be able to start to build a base of followers), you will need to create a plan for how your program will engage with people via social media.” (189)
Chapter 18:
About how to by the media space in this chapter.
“ Actually your campaign will benefit much more as a result of investing money into media buys. Of coarse, if you do not have enough money to pay for your media placements, then PSA’s are an alternative.” (197)
Chapter 19:
The form of reaching an audience of the social media.
“ The 10 “Cs” of social media: communicate your message, converse with others, connect with people with similar interests, collaborate and co-create content, collect and categorize information online, collective wisdom pooled in one place, customize your online work environment, community building, consumer research, customer service.” (211)
Chapter 20:
Explain the public relations can be used along side traditional bought media.
"Keep in mind that the news media need people like you to help them fill column inches and airtime. You know the topic, you have interesting ideas for stories, and you have access to the people the stories are about. Although you should not contact a reporter every week with a story concept, do not feel intimidates about calling if you truly have a newsworthy idea.” (238)
Chapter 21:
ReplyDeleteYou must put in monitoring mechanisms to track feedback before the implementation.
“Tracking methods: materials inventory, distribution list, materials placement audit, and digital materials distribution tracking.” (249)
Chapter 22:
Why you must evaluate and what it means to evaluate shows in this chapter.
“Done correctly, an evaluation can provide valuable data and feedback. Done poorly, an ineffective campaign might receive glowing review, or the positive effects of a well-constructed program might go undetected.” (262)
Chapter 23:
Explain the commonly used approaches to evaluation design.
“Community-based indicators can be related to the following: Environmental change, policy and regulation, information accessibility, behavioral outcomes.” (269)
Chapter 24:
In this chapter shows the methods for collecting qualitative and quantitative evaluation information.
“Surveys are by far the most widely used method to asses the success of a social marketing program... If you conducted a knowledge, attitudes, and behaviors survey in the planning phase of your program, then use the same questions in the evaluation questionnaire and the same methodology to asses overall changes in response.” (271)
Chapter 25:
Shows how can do the goal of feedback is to make future projects more successful.
“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time – as events actually occur – allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” (277)
This comment has been removed by the author.
ReplyDeleteSection V
ReplyDeleteChapter 14:
Pretesting is an essential part of social marketing and allows you to know whether you have developed a plan that will produce the outcome you want.
Quote #1: “The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately.” Pg 162
Quote #2: “Pretesting might seem like an “extra”—nice to be able to do but not feasible given your time or budgetary constraints. But there are many reasons to pretest your materials or other elements of your social marketing mix with the target audience before finalizing them.” Pg 161
Chapter 15:
Conducting a pretest involves planning and implementing both qualitative and quantitative research methods as offset each other’s weaknesses.
Quote #1: “Intercept interviews are a way of reaching a large number of people quickly and relatively inexpensively. But because the respondents are not selected randomly from the population, this method is not necessarily statistically representative or projectable to the entire target audience.” Pg 166
Quote #2: “The drawback of many pretesting methods is that the target audience does not experience the materials in the same setting as it would during the actual campaign. Theater testing and natural exposure testing are more sophisticated means of assessing the effectiveness of campaign materials..” pg 168
Chapter 16:
The next step after gathering your pretest feedback is to analyze, make changes to your material, pretest the new version and then finalize.
Quote #1: “Looking at all the reactions, insights and advice you collected, sift through and categorize the information into the appropriate topics. In each topic, label each idea as “definitely change,” “possibly change,” or “do not change.” Pg 179
Quote #2: “If pretesting elicits substantial changes in the look of materials, messages or medium, then you might need to go back and pretest the essentially “new” materials. If the materials do not change extensively as a result of pretesting, then you probably can assume that you are done.” Pg 180
Section VI
ReplyDeleteChapter 17:
An Implementation Plan goes over all the tasks you need to do in order to prepare for introducing your new program; these tasks include: deployment plan, public relations plan, social media engagement plan and internal readiness plan.
Quote #1: “A deployment plan will help you to think through all the steps involved in producing your materials and getting them from point A to Point B, as well as installing any structural or environmental features of your program prior to launch.” Pg 187
Quote #2: “Do not forget, however, that others in your organization might have only a vague notion of what you have been doing. To prepare others in your organization for implementation and to bring them on as part of the social marketing team, educate your staff, volunteers and partners’ staff about what you are trying to do.” Pg 190
Chapter 18:
There are several kinds of media to choose from when buying ad space; these include broadcast, print, out-of-home and online media buys.
Quote #1: “Ask each outlet to send you a media kit, which includes information about the station, its rate card, and a chart of the latest Arbitron (for radio) or Nielsen (for television) ratings for your target audience. The ratings will give you an idea of where the station ranks compared to others in the same market (geographic area) for your audience’s demographics at certain times of the day.” Pg 198
Quote #2: “To identify the publications that will reach your target audience, you have several options. One source of information is the Standard Rate & Data Service (SRDS), which publishes several directories with information for advertisers on newspapers, consumer magazines and business publications.. Another helpful source is Mediamark Research Inc., which regularly publishes data on readership of consumer magazines according to demographics.” Pg 201
Chapter 19:
Social Media is an important part of marketing; it allows deeper engagement for a smaller segment of the audience, the people who want more information and to intermingle with other people about the issue.
Quote #1: In contrast to the traditional website, which is mostly static and centrally managed, social media sites are dynamic, with new content added by the users rather than just the site managers. Traditional websites provide a one-way flow of information, from the site’s creator to the user, while social media sites offer opportunities for users to interact with the site’s content and other content creators.” Pg 209
Quote #2: “You have already defined your target audience as part of your overall strategy. If you do not know their social media habits, now is the time to find out…You need to know which sites they spend time on and what types of activities they participate in online.” Pg 214
Section VI Continued..
ReplyDeleteChapter 20:
Public relation strategies can be a cheaper but also effective way of promoting your social marketing program.
Quote #1: “The news media have their own criteria for judging what is worth covering, so to get their attention, you will need to frame the issue in an appealing way. Find an angle that makes your idea stand out and grabs the reporters interest.” Pg 231
Quote #2: “The key to implementing your media strategy is getting your information to the right people at the right places at the right time. Use your media contact list to identify the appropriate person for your purposes at each outlet.” Pg 234
Chapter 21:
Putting monitoring mechanisms in place for implementation allows you to catch any problems in your program and keep it running smoothly.
Quote #1: “Monitoring may be as simple as asking callers how they found out about your program, tracking participation on your social media accounts, or making sure that your partners are doing what they promised. If you find that most of your referrals are coming from just a couple of members, then follow up with partners to learn why they are not referring more people to you.” Pg 247
Quote #2: “The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices. Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results.” Pg 249
Section VII
ReplyDeleteChapter 22:
Evaluation of your program is vital to creating accountability and proving that you made a difference.
Quote #1: “If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations. By identifying what does and does not work, you will be able to focus your resources on the most effective parts of the program and eliminate or reduce other components. A good evaluation is one that provides useful information, not just interesting statistics.” Pg 259
Quote #2: “When you begin to consider evaluation of your social marketing campaign, you might focus primarily on the question “Did the program work?” But evaluation entails more than this broad question. Several types of evaluation help to assess different aspects of program success throughout the life of the project.” Pg 260
Chapter 23:
In order to design your evaluation you must first choose the points when you will collect your data and how complex the design will be—there area four commonly used approaches.
Quote #1: “You do not always need to create an elaborate questionnaire to find information that is useful for your evaluation. Use data that are already being collected, either by your organization or by secondary sources, to compare relevant measurements before and after the social marketing program.” Pg 265
Quote #2: “To be the most certain that your evaluation results truly reflect the effects of your social marketing program, use a control group that has not been exposed to the campaign for comparison. This more complex and costly evaluation design is not often used by community-based programs that have fewer fiscal and professional resources, but it is the most rigorous type of research. “ pg 268
Chapter 24:
There are several different evaluation methods, which are determined by the evaluation design and the indicators chosen.
Quote #1: “Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.” Pg 271
Quote #2: “Just as you used qualitative methods to flesh out your exploratory research while planning your program, so too can these methods hep you to better understand the effects of your campaign from another perspective…The data gathered using these methods will give a good indication of which elements were effective from the target audience’s perspective and how the campaign could be improved for the next phase.” Pg 274
Chapter 25:
Feedback is a good way to improve your program and is not to just be used at the end.
Quote #1: “Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Respond to relevant information in real time—as events actually occur—allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” Pg 277
Quote #2: “In addition to considering the elements you would change or eliminate from your program, think about what you might add. Are there any new developments in the issue you addressed that should be included in future campaigns?” pg 278
This comment has been removed by the author.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteCHAPTER 14
ReplyDeletePretesting is the most important element in planning your social marketing campaign.
1. “Pretesting will help you to know whether the materials you have developed will generate the effect you desire. This is an essential part of the social marketing process and is a hallmark of a well-designed program” (161).
2. Pretesting will help you become successful because it makes you carefully plan out every element of the social marketing campaign
CHAPTER 15
Not only is the pretest itself important in the social marketing campaign, but it’s how you pretest.
1. Using different methods to reach your target audience for pretesting depending on the campaign.
2. “’Gatekeepers’ are those you must work with to reach the target audience. They might be the staff of a partner organization that will be disturbing the materials to their clients or members” (171).
CHAPTER 16
Pilot testing is a rough draft of what your social marketing campaign is going to look like.
1. Pilot testing varies depending on the type of campaign.
2. “The pretesting stage can go on indefinitely, moving back and forth from message and materials development to presenting until your results show that not a thing should be changed” (180).
CHAPTER 17
The public relations plan is the most important element within the Implementation Plan, but it has to be able to reach your target audience.
1. “The media can be a very effective ally in getting your message out to your target audience’ (188).
2. You have to look at how big your target audience is, with who they are as an audience. Different media outlets reach out to different audiences.
CHAPTER 18
Buying traditional media is important for a social marketer because it validates where the marketing goes and which audience it’s reaching.
1. “If your campaign is nationwide, then you should work with the network salespeople who sell space at a national level. This means that you will not have to contact every station across the country but rather only deal with a few people” (199). (broadcast media)
2. “The process and principles involved in purchasing advertising space in a newspaper or magazine are very similar to those of broadcast media. The concepts of reach and frequency apply in the same way, but the audience reached is measures by the publication’s paid circulation rather than by ratings points” (201).
CHAPTER 19
Social Media is the most efficient way to get out information because it is free and there is many different ways of access.
1. “Using social media is free…like a ‘free puppy’ is free. While most social media tools are available at either no charge or very low cost, they still require care and feeding” (214).
2. “The wide variety of social media tools, with more launching every day, means there no book could explain how to use all of them” (212).
CHAPTER 20
Publicity require knowing your audience and what types of media they use on a daily basis.
1. “Select the target audience for your public relations efforts carefully. This may or may not be the same group you target in your other communications efforts. If you want the same target audience, then refer back to your research on the group’s media habits and work through those outlets to get your message to that group. For other audiences, research the media that will best reach them” (230).
2. “Many bloggers specialize in writing about a particular niche, and the best are avidly read by others who are interested in that topic” (237).
Continuted...
ReplyDeleteCHAPTER 21
Feedback is necessary to make future campaigns a success/more successful than the previous one.
1. “Internally, determine how closely the program is meeting the projected timeline and bidget as well as whether staff members understand and perform their roles correctly” (248).
2. “The information that a process evaluation provides can help with improving the program during implementation itself rather than waiting until the campaign is over to assess whether the program went as planned” (248).
CHAPTER 22
Having the campaign evaluated from an outside source on what went right and what went wrong shows room for improvement on the next campaign. This also reassures people that you put a lot into the campaign, and therefore it receives credibility.
1. “Evaluation creates accountability. For this reason, many people are wary of having their programs evaluated and would prefer to rely on anecdotal evidence of success rather than actual data that may or may not reflect well on them” (259).
2. “Answering the third question, ‘Did we do it?’ involves summative evaluation. This type of research investigates the effect that your program had on factors related to the problem or issue it was designed to address, and it is the focus of this chapter” (261).
CHAPTER 23
Evaluation Design shows how the program is only truly about how the target audience reacts.
1. “In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience” (265).
2. “The advantage of using individuals as the base of analysis is that you can directly measure changes in the factors your program seeks to influence. You also can examine the characteristics of those who adopted the behavior versus those who did not” (269).
CHAPTER 24
Observation is the least bias of the evaluation methods.
1. “’You can observe a lot just by watchin’. Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether the have the skills needed to perform a particular task” (272).
2. The reason why observation is the least bias of methods is because there is no involvement from the person who is looking for answers. In a survey, the people who they get responses from are the people who are willing to participate; observation can be anyone and everyone.
CHAPTER 25
Feedback is essential to revamp a program and make it the best it can be. Without feedback, the program cannot grow.
1. Feedback can primarily help in, “Which elements of the campaign worked and which did not” (278).
2. “If you feel that others can learn from your efforts, then take the time to write up a synopsis of your project for publication as either a journal article or a brief program note” (279).
QUESTION:
Is pretesting necessary or just recommended in the social marketing process?
ReplyDeleteSection VI
Chapter 17
1. A well-rounded implementation plan requires planning in four areas: deployment, public relations, social media engagement and internal readiness.
2. "To prepare others in your organization for implementation and to bring them on as part of the social marketing team, educate your staff, volunteers, and partners' staff about what you are trying to do," (p. 190).
3. "Use public relations strategies to attract coverage by the 'free' media such as news outlets and talk shows," (p. 188).
Chapter 18
1. Understanding how to plan and buy media (ad space, broadcast time, etc.) is not difficult; though it seems like a daunting task, there are several options and methods of advertising for all budgets and capabilities.
2. "The two main variables you need to consider as you plan your media buys are reach and frequency. Reach refers to the number or percentage of people who see or hear your ad at least once during a given period. Frequency is the number of times the average person or household sees or hears your ad during that period of time," (p.198).
3. Some options to consider are, "paid vs. free media, broadcast media buys, print media buys, out-of-home media buys, and online media buys," (p. 197-205).
Chapter 19
1. Social media includes several interactive tools that can boost your marketing "mileage" in the appropriate situation.
2. "The Magic 'T' of Marketing': Use mass media to do what it does best: to reach the masses. Traditional forms of media such as television, radio and magazines reach large numbers or people with a relatively shallow message. This is the horizontal bar of the 'T'. Use social media to then draw the vertical line down, with deeper engagement for a narrower segment of the audience," (p.209).
3. "Just as you built an overall strategy for your social marketing program and one for the communications within that strategy, you need to think strategically about how you will use social media," (p. 213).
Chapter 20
1. Public relations can be a great addition on the activities that go into promoting and advertising your campaign.
2. "You probably would not use the same media to reach members of Congress as to reach low-income parents of 2-year-olds. Be as specific in your public relations outreach as you are in the rest of the social marketing program," (p. 230).
3. "Find an angle that makes your idea stand out and grabs the reporter's interest," (p. 231)
Chapter 21
1. By monitoring the implementation process, the chance of problems getting out of hand is reduced.
2. "Tracking the progress of your program helps you to accomplish the following: Ensure that the elements of the program are being carried out as planned, ensure quality, address any potential problems that arise, alter the course of the program (in necessary) keep staff and partners energized, now when you might be running out of materials for restocking, and assess the results of our program," (p. 247).
3. "Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results. Some items will need to be assessed once a week or month, whereas others should be tracked on a daily basis," (p. 249).
Section VII
ReplyDeleteChapter 22
1. Evaluation may seem intimidating, but it lends accountability to your marketing campaign because anecdotal evidence is not as reliable.
2. "Do not be intimidate by evaluation; instead, see it as an opportunity to prove that your program has made a difference. Positive results also might assist you in securing additional funding in the future," (p.259).
3. "Done correctly, an evaluation can provide valuable data and feedback. Done poorly, an ineffective campaign might receive a glowing review, or the positive effects of a well-constructed program might go undetected," (p. 262).
Chapter 23
1. One can evaluate the effects of a program in varying degrees of accuracy by carefully designing an evaluation process.
2. "An evaluation design consists of the following elements: program goals and objectives, data to be collected, methodology, data collection instruments, data processing and analysis, and evaluation report," (p. 266).
3. "“To be the most certain that your evaluation results truly reflect the effects of your social marketing program, use a control group that has not been exposed to the campaign for comparison. This more complex and costly evaluation design is not often used by community-based programs that have fewer fiscal and professional resources, but it is the most rigorous type of research,“ (p. 268).
Chapter 24
1. Carefully select evaluation methods to get the most well-rounded view of your campaign's effects on your target audience.
2. "For example, focus groups will not yield data on the rate of adoption of the target behaviour but can provide important feedback on how the campaign was received among target audience members and how they used the information and materials," (p. 271).
3. "The most common research methods used in evaluation are discussed in this chapter: surveys, observations, and qualitative methods," (p. 274).
Chapter 25
1. In order to ensure improvement in future campaigns, one must actually USE the feedback from the evaluation process.
2. "Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program," (p. 278).
3. "Use what you learned from the experience to continually improve your program. That is what social marketing is all about," (p. 279).
CHAPTER14-
ReplyDelete1. Pretesting is important in finding strengths, and weaknesses in order to create the proper message for your targeted audience.
2A. “Pretesting will help you to know whether the materials you have developed will generate the effect you desire. This is an essential part of social marketing process and is a hallmark of a well-designed program.” (161)
2B. “Pretesting can give you an indication of strengths and weaknesses of your materials, but cannot definitively determine your work” (162)
CHAPTER15-
1. During the Pretesting process, it is key to determine whether you are using qualitative, quantitative research methods or both based on which helps you the most.
2A. “Pretesting ideally should include both qualitative and quantitative research methods.” (165)
2B. “The strengths of one method can help to compensate for weaknesses of another.” (165)
CHAPTER16-
1. After you have completed the Pretesting you must finalize and evaluate your results in order to make changes needed.
2A. “Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics.” Label these topics in order to find out which ones to change. (179)
2B. “you will analyze and interpret your pretest results, make changes that was mentioned during the pretesting.” (179)
CHAPTER17-
1. You will need an implementation plan to keep order and make sure you cover all your bases needed to cover your plan through successful deployment.
2A. ”A deployment plan will help you think through all the steps involved in producing your essential materials and getting from point A to point B as well as installing any structural or environmental features of your program prior to launch.” (187)
2B. Figure 17.1 (191) also represents an example.
CHAPTER18-
1. It is important to understand what forms of media you need and can afford, along with the right type of channels to go with it.
2A. “Why pay to place an ad when you can have it run as a public service announcement for free? Actually, your campaign will benefit much more as a result investing money into media buys.” (197)
2B. “Tell him or her about the target audience you are trying to reach, particularly its demographics, and ask each outlet to send you a media kit.” (198)
CHAPTER19-
1. By using Social media we are able to improve traditional media through advertising due to its personal, and participatory aspects.
2A. “You will need to think through what your overall objectives are, who your audience is, and how much time you have to put into social media activities before determining which tools make the most sense.” (215)
2B. “As new online tools have emerged that make it easy for people to connect and interact. A new paradigm in marketing is evolving. In contrast to the traditional website, which is mostly static and centrally managed, social media sites are dynamic, with new content added by users rather than just site managers.” (209)
CHAPTER20-
ReplyDelete1. Developing the right Public relations strategies is key to your implementation, including message and price.
2A. “Just as you can get your message out by purchasing advertising time space, you can promote your program in the spaces between the commercials through public relations.” (229)
2B. “Select the target audience for your public relations efforts carefully. This may or may not be the same group you target in your other communications efforts.” (230)
CHAPTER21
1. By monitoring your implementation process you can help discover any potential problems or threats in your way.
2A. “Monitoring may be as simple as asking callers how they found out about your program, tracking participation on your social media accounts, or making sure that your partners are doing what they promised” (247)
2B. “Before implementation even begins, put monitoring mechanisms in place to retrieve feedback on the program and to catch any problems in their early stages” (247)
CHAPTER22
1. By using evaluation you can help determine what is needed in order to improve it.
2A. “Evaluation creates accountability. For this reason, many people are wary of having their programs evaluated and would prefer to rely on anecdotal evidence of success rather than actual data that may or may not reflect well on them. (259)
2B. “What should we do? How are we doing?” “Assesses whether the program is executed as planned, and is answered in formative evaluation.” (260)
CHAPTER23
1. The purpose of the evaluation design is to improve your current situation by acting on them and making a difference.
2A. “In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience.” (265)
2B. “You do not always need to create an elaborate questionnaire to find information that is useful for your evaluation. Use data that are already being collected, either by your organization or by secondary sources.” (265)
CHAPTER24
1. Evaluation should be comprised of both qualitative and quantitative methods and should help provide feedback in order to create success.
2A. “Surveys are by far the most widely used method to asses the success of a social marketing program.”
2B. “Many methods of collecting survey data exist, each with its own advantages and disadvantages.” (271)
CHAPTER25
1. By using this feedback you should be able to maximize your program in order to create the most possible success.
Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete.” (277)
2B. “Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program.” (278)
14. A. Pretesting in a social marketing campaign is essential because it allows the marketer to understand if their message is being clearly communicated.
ReplyDeleteB. “By having many people look over your materials, potential problems will more likely be found- anything from minor typos to using a picture of someone from a nontargeted ethnic or socioeconomic group.”
“The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately.”
C. How can behavior change be measured in the limited scope of pretesting? How long is the pretesting process and what does the the follow-up process look like?
15. A. There are several different methods to pretesting, all of which allow marketers to assess the receptivity of target audience members, to a certain message.
B. “Prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants.”
“Focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.”
C. Once the pretest is conducted, are the amendments then put through pretesting? When does the process end?
16. A. Interpreting the results from your pretests, you will be able to make changes to your campaign and finalize your production plans.
B. “At this stage, you will analyze and interpret your pretest results, make changes to the materials based on the feedback, pretest the new versions (if necessary), and then finalize the materials.”
“Qualitative information, such as interviews or focus groups with the target audience, can help you to know what those who have been exposed to the campaign think about it and whether they have any suggestions for improving the visibility and effectiveness of the campaign.”
C. How does one know when to discontinue pretesting (when the suggestions made by audience members become contradictory)?
17. A. Before you put your campaign into production, you need to develop an implementation plan to ensure efficiency and success.
B. “The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced. A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plant, internal readiness plan.”
“To prepare others in your organization for implementation and to bring them on as a part of the social marketing team, educate your staff, volunteers, and partners’ staff about what you are trying to do.”
C. Does the implementation plan include contingency plans for market failure?
18. A. When deciding what media to buy in order to spread your campaign message, consider your target audience and their tendency towards media consumption (which channels, schedule).
B. “With an introduction to how it all works, you can navigate the world of media buys yourself to save your organization money and have more control over the process. Or, if you have a more complex media buy, you may decide to work with a professional media buyer who knows the ins and outs and can save you time and money.”
“If you know that members of your target audience tend to listen to a particular radio station as they drive to work in the morning, then you can ensure that your ad will run at that time.”
C. Would you ask questions about media consumption patterns during pretesting or target audience analysis?
19. A. While not to be relied on as a sole basis for marketing, social media are incredibly important in reaching the masses.
ReplyDeleteB. “Use mass media to do what it does best: to reach the masses. Traditional forms of media such as television, radio and magazines reach large numbers of people with a relatively shallow message.”
“After the campaigns messages reach a broad swath of the population, the people who want more information or to interact with others around the issue can move to the social media realm to do so.”
C. Is it true that social media are important in the persuasion stage of the decision making process, because it allows for peer interaction?
20. A. While advertising and social media are important channels for getting your campaign messages to spread, publicity lends your campaign efficiency and credibility.
B. “Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media.”
“By building in social sharing and engagement tools within the press release itself, your message will spread beyond the press to reach more of the audience directly.”
C. What is the difference between blogger outreach and social media?
21. A. During the implementation of your social marketing campaign, monitor failures and successes so that mistakes can be corrected in the early stages of application.
B. “Before implementation even begins, put monitoring mechanisms in place to retrieve feedback on the program and to catch any problems in their early stages.”
“Effective monitoring involves staying on top of trends in your program’s activities and ensuring that implementation is on the right path toward accomplishing program goals.”
C. How does one measure how many people were reached through the campaign for advertisements?
22. A. Having regular evaluation of your marketing program provides you with hard data that can allow you to recognize success or plan amendments to your process.
B. “If designed well, your evaluation results should provide you with recommendations for how to improve the next phase of your campaign. The feedback also can assist you with designing and implementing social marketing programs on other issues, based on what you learned about the process and target audience.”
“Do not be intimidated by evaluation; instead, see it as an opportunity to prove that your program has made a difference.”
C. Is there overlap between monitor implementation and evaluation?
23. A. There are many different methods to the evaluation process, all of which hope to provide insight on the rate of behavior change among the target audience.
B. “In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience.”
“By carefully selecting the indicators you track, you will be able to identify where your program has been most successful or where it needs more work.”
C. Does evaluation ever result in the termination of a social marketing program?
24. A. Survey, observations, and qualitative research are all methods use for evaluation of the effects of your campaign.
ReplyDeleteB. “Collect the evaluation data using a variety of research methods, both qualitative and quantitative, for the broadest view of the effects of your social marketing program and areas that need improvement.”
“Although you generally cannot validly compare the results of qualitative research before and after the campaign, the data gather using these methods will give a good indication of which elements were effective from the target audience’s perspective and how the campaign could be improved for the next phase.”
C. How are anecdotal feedback mechanisms analyzed/displayed?
25. A. After evaluation is through, feedback received should be used to evaluate and amend your program, hopefully improving future results.
B. “Responding to relevant information in real time- as events actually occur- allows you to improve your program when it counts rather than retrospectively realizing what you should have done.”
“Use what you learned from the experience to continually improve your program.”
C. Are social marketing campaign most often continual or scheduled?
Section V
ReplyDeleteChapter 14: Pretesting allows marketers to understand how their message is being received, and if the campaign is generating the desired effect.
-Through pretesting, one can: ensure that the target audience comprehends the messages, detect other interpretations of your message, catch potentially costly mistakes, tune back in to the ‘real world,’ make the materials more appealing, identify details that subvert the message, and select from among several potential approaches.
-The most common form of pretesting is the use of focus groups. However, pretesting is not a set and stone method for figuring out what will or won’t work.
Chapter 15: Before you begin collecting qualitative and quantitative research through pretesting, it is important to plan the best method.
-Common pretesting methods include: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, usability testing, and expert and gatekeeper review.
-Usability testing pros/cons: Pros- best way to assess effectiveness of noncommunications elements, observes how people would use a website/product in the real world. Cons- May be more difficult to code the interactions for analysis.
Chapter 16: After gathering information from your target audience through pretesting, one must analyze the results and make any necessary changes. -When interpreting the pretest results, one should definitely change: factual errors, unclear sentences or words, changes noted by a clear majority, easy changes, and elements or versions that definitely do not work. -If the materials do not change extensively as a result of pretesting, then you probably can assume that you are done.
Section VI Chapter 17: Once your materials are tested and ready to be executed, it is first important to develop an implementation plan. -The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced. -It includes: deployment plan (how will you put all the pieces of your program in place prior to implementation?), public relations plan (the media can be a very effective ally in getting your message out to your target audience), social media engagement plan (you will need to create a plan for how your program will engage with people via social media), and internal readiness plan (focuses on the reactive side of your outreach efforts).
ReplyDeleteChapter 18: When your campaign is ready to be launched into the media, determining where to purchase ad placements is a strategic process. -Why pay to place an ad when you can have it run as a public service announcement for free? Actually, your campaign will benefit much more as a result of investing money into media buys. -The media outlets that a campaign can buy into are: broadcast media, print media, out-of-home media, and online media.
Chapter 19: Using social media outlets are a new way of communicating with a large audience, and one must choose certain tactics to effectively reach their target. -Social media principles to follow: be authentic, share, be relevant, engage in two-way conversation, and be an enabler. Social media is participatory, so it’s important to connect with the online audience. -Blogs and social networks allow you to stay current and up-to-date with your audience, and build a relationship with your followers.
Chapter 20: Publicity, or media coverage about your campaign, increases the amount of conversation surrounding your message. -Public relationships strategies can accomplish: gaining credibility to your program and message, reaches many people at once, does not require purchasing media time/space, develops mutually beneficial long-term relationships with media, and gets your message out quickly and effectively. -Set goals consistent with your overall program strategy. You can use public relationships methods to accomplish the following: supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, and put pressure on policymakers to address your issue.
Chapter 21: It is important to put monitoring mechanisms in place to keep track of your media program and to receive feedback. -Tracking the progress of your program helps you to accomplish the following: ensure that the elements of the program are being carried out as planned, ensure quality, address any potential problems that arise, alter the course of the program (if necessary), keep staff and partners energized, know when you might be running out of materials for restocking, and assess the results of your program. -Tracking methods include: outreach activities, target audience response, media exposure, online ‘buzz’, management effectiveness/ efficiency, and issue monitoring.
Section VII Chapter 22: After implementing a campaign, evaluating its effectiveness is an essential step in a media program to understand how your message made a difference. -Evaluation creates accountability, provides proof to funders, and can be carried out personally. -There are three types of evaluation: Formative evaluation (‘what should we do?’), which is done to shape the program strategy and pretest the materials prior to implementation. Process evaluation (‘how are we doing?’) takes place during implementation, and assesses whether the program is executed as planned. Finally, summative evaluation (‘did we do it?’) investigates the effect that your program had on factors related to the problem or issue it was designed to address.
ReplyDeleteChapter 23: Creating an evaluation design must begin by determining the points at which you will collect the data and how multifaceted the assessment design will be. -The most commonly used approaches are: data from existing records, same-group pretest-posttest, comparison to standard, and using control groups. -The key outcomes to be measured will tell you whether you have achieved your social marketing objectives. Individual-level indicators encompass measures such as: knowledge, attitudes, beliefs, behaviors, stage of change, and demographics. Community-based indicators include: environmental change, policy and regulation, information accessibility, and behavioral outcomes.
Chapter 24: When collecting data to evaluate, using a variety of research methods using both qualitative and quantitative data will give you the best understanding of your program. -Common research methods include: surveys (mailed questionnaires, telephone interviews, in-person interviews, and computerized surveys) and observations (a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task). -Qualitative methods include: in-depth interviews (a trained interviewer meets one-on-one with individuals with who have been exposed to the campaign), focus groups (formal or informal groups of people to discuss the campaign and its effects), and anecdotal feedback mechanisms (the stories of individual people can be quite powerful as a way of demonstrating the program’s effects at a personal level).
Chapter 25: The evaluative process is used to learn ways to improve your communication methods in the future. -Responding to relevant information in real time- as events actually occur- allows you to improve your program when it counts rather than retrospectively realizing what you should have done. -Improvements for the future: how to make the social marketing process run more smoothly, which elements of the campaign worked and which did not, which objectives require additional effort or a new approach, which distribution channels were most effective, how to realistically budget your time and funds for the next phase, and what types of challenges to anticipate and how to overcome them.
Question: How often should evaluations be done?
Section V: Step 4- pretesting
ReplyDeleteChapter 14: pretesting principles:
1. Pretesting is an important part of ensuring that your social marketing campaign is successful and will help you make sure your materials are ready to be implemented.
a.“Pretesting might seem like an “extra”….ut there are many reasons why to pretest your materials or other elements of your social marketing mix with the target audience before finalizing them.” (page 161)
b.“By pretesting you can accomplish the following: ensure that the target audience comprehends the messages, detect other interpretations of your message, catch potentially costly mistakes, tune back in to the ‘real world’, make the materials more appealing, identify details that subvert the message, select from among several potential approaches.” (page 161-162)
Chapter 15: conducting the pretest
1.Before you begin the actual pretest you must do some planning to make sure that it will effectively evaluate the outcome of your campaign.
a.”First, decide which pretesting methods you will prepare. Then, prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants.” (page 165)
b.“Pretesting ideally should include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weaknesses of another.” (page 165)
Chapter 16: using the pretesting results:
1.After gathering the results from your pretesting you must look at them closely and categorize them to determine what needs to happen next.
a.“At this stage, you will analyze and interpret your pretest results, make changes to the materials based on the feedback, pretest new versions (if necessary), and then finalize the materials.” (page 179)
b.“Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics….in each topic label each idea as “definitely change,” “possible change,” or “do not change.” (page 179)
Section VI: Step 5- Implementation
Chapter 17: Developing an implementation stage:
1.Although it may seem that pretesting is all over and it is time to carry out implementation, there are some other steps that must be completed to guarantee that all the materials are ready.
a.“Rather than jumping into implementation as soon as your amterials are ready, take some time to plan each necessary step….a comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan, internal readiness plan.” (page 187)
b.“To prepare others in your organization for implementation and to bring them on as part of the social marketing team, educate your staff, volunteers, and partners’ staff about what you are trying to do.” (page 190)
Chapter 18: Planning and Buying Traditional Media
1.Putting your message out into the media to reach your target audience is the next step for implementation. You must research which avenue you will use and gather information on each type of media to efficiently allocate your budget, or maybe consider using free publicity.
a.“With an introduction to how it all works, you can navigate the world of media buys yourself to save your organization money and have more control over the process.” (page 197)
b.“Why pay to place an ad when you can have it run as a public service announcement (PSA) for free? Actually, your campaign will benefit much more as a result of investing money into media buys…. the chief advantage of buying media time or space is that you can direct exactly when and where the ad runs.” (page 197)
Chapter 23: Evaluation Design
ReplyDelete1.There is a specific way to go about doing an effective evaluation. This includes looking at the different methods and elements that go into evaluating your program and creating a design that will help measure successes and failures.
a.“In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience.” (page 265)
b.“An evaluation design consists of the following elements: program goals and objectives, data to be collected, methodology, data collection instruments, data processing and analysis, evaluation report.” (page 266)
Chapter 24: Evaluation Methods
1.After designing your plan to evaluate your program you will need to choose a method and carry out the evaluation. These methods include surveys, observation, and several qualitative methods.
a.“Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.” (page 271)
b.“Although you generally cannot validly compare the results of qualitative research before and after the campaign, the data gathered using these methods will give a good indication of which elements were effective from the target audience’s perspective and how the campaign could be improved for the next phase.” (page 274)
Chapter 25: Using Feedback to Improve Your Program
1.The feedback that results from evaluation is important to your campaign and its future. Feedback should be used to improve areas of your program and summarize your evaluation findings. Writing an evaluation report can be helpful for others to refer to.
a.“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time-as events actually occur-allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” (page 277)
b.“In addition to considering the elements you would change or eliminate from your program, think about what you might add…summarize these guidelines in a written evaluation report so that a record exists for others to read in the future, in case you leave your position or for those in other organizations who might wish to replicate your program. “ (page 278)
Chapter 14:
ReplyDelete1. Before making your social marketing mix public, pretesting will determine if the materials are effective.
2. Pretesting will ensure that the target audience comprehends the right interpretation of your message and can catch potentially costly mistakes. “Even when pretesting is performed well, however, there are no guarantees that the program will be successful.” (pg. 162) Some ways to measure the effectiveness of your campaign are credibility, acceptability, attractiveness, and relevance.
Chapter 15:
1. Using both qualitative and quantitative research methods during pretesting is the most beneficial.
2. Some pretesting methods include focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing and expert and gatekeeper review. “Intercept interviews are a way of reaching a large number of people quickly and relatively inexpensively.” (pg. 166) However, since intercept interviews do not use a random sample the results are not always statistically representative. “In addition to testing the materials with the target audience, it often is helpful to include professionals in the field and representatives of intermediary organizations in the review process.” (pg. 171)
Chapter 16:
1. After pretesting, it is important to analyze/interpret all the results and make changes if necessary.
2. “The pretesting stage can go on indefinitely, moving back and forth from message and materials development to pretesting until your results show that not a thing should be changed.” (pg. 180) However, doing this may not be possible if funds and time are limited. Test marketing can determine the effectiveness of your social marketing mix. “...the pilot test provides a “dress rehearsal” before launching the program in all locations.” (pg. 182)
Chapter 17:
1. When your materials are ready, take time to plan each step.
2. This plan should include a deployment plan, public relations plan, social media engagement, and internal readiness plan. “Use public relations strategies to attract coverage by the “free” media...” (pg. 188) If you decide to use social marketing, it is important to monitor the conversation around your issue. “You can create a set of criteria to determine when to respond to blog posts, tweets, or other online comments.” (pg. 190)
Chapter 18:
1. Navigating through the world of media can be difficult but using traditional media to place advertisements is useful.
2. Out-of-home media buys include billboards, subway/bus signs, taxi advertising and, “can reach a large proportion of the total population but are more difficult for narrowly targeting demographics below the level of neighborhood.” (pg. 203) Search engine advertising is a good way to get attention from people who searching for related information.
Chapter 19:
1. Social media is a new concept, and confusing to some, but it is a valuable tool in marketing.
2. “Social media allow people to easily connect with others who have similar interests and to reach thousands of others with one click.” (pg. 210) Social media focuses on relationships and it is now easier to connect with people in a short amount of time. “In social media, the currency is not money but information and helpfulness.” (pg. 212) Using social media in the right way can build relationships, improve reputation, build awareness, and gain social support.
Chapter 20:
ReplyDelete1. Public relations strategies can be useful in getting your message out, developing relationships and reaching many people at once.
2. Make sure what your saying is relevant and offer a different spin on things. Some elements to think about are timeliness, general interest, conflict, and novelty. “The key to implementing your media strategy is getting your information to the right people at the right places at the right time.” (pg. 234) Developing relationships with the gatekeepers will be beneficial because they determine what stories are covered.
Chapter 21:
1. Monitoring and keeping track of your program will help catch problems early on.
2. “To evaluate whether communications were distributed or accessed in the manner and quantities planned,” use tracking methods such as materials inventory, distribution list, materials placement audit and digital materials distribution tracking. Monitoring media exposure can be tracked using methods like television and radio logs, news hits, and tear sheets.
Chapter 22:
1. Evaluation is an important step that creates accountability and helps implement your program.
2. “Several types of evaluation help to assess different aspects of program success throughout the life of the project...” (pg. 260) Three important questions to ask are what should we do, how are we doing it and did we do it. Some challenges one might face during evaluation are unrealistic expectations, limited resources, reliance on a single method, and technical problems.
Chapter 23:
1. Based on resources and time decide what evaluation design you will use, cross-sectional or prospective studies.
2. Use indicators to tell you when you have achieved your objectives. “To be the most certain that your evaluation results truly reflect the effects of your social marketing program, use a control group that has not been exposed to the campaign for comparison.” (pg. 268) Some individual-level indicators include knowledge, attitudes, beliefs, behaviors and demographics.
Chapter 24:
1. Based on the evaluation design and indicators, collect evaluation data using either qualitative or quantitative research methods.
2. “Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task.” (pg. 272) Observations sound simple but it is necessary to have a systematic approach that ensures validity and reliability. Some qualitative methods include in-depth interviews, focus groups and anecdotal feedback mechanisms. “The questions you ask using qualitative methods will be somewhat different from those in a survey because you can draw out more detail and context.” (pg. 274)
Chapter 25:
1. The results of your evaluation will provide social marketers with feedback to improve their program.
2. This feedback can highlight things that need to be changed or eliminated from the social marketing program. “Effectively using feedback is an interactive, as well as iterative, process in which the elements of your program constantly are adjusted in relation to other components based on new information.” (pg. 277) A few things you may learn from feedback are, “how to make the social marketing process run more smoothly, which distribution channels were most effective, and which elements of the campaign worked and which did not.” (pg. 278)
How long does it typically take to develop an “implementation plan”?
Chapter 14
ReplyDeleteI) Pretesting helps a social marketing team know if the materials they are developing will generate the results desired.
II) “It is better to have excellent materials later than to provide mediocre materials immediately.” (Pg. 162)
“Can give you an indication of the strength and weaknesses of your materials…” (Pg. 162)
Chapter 15
I) There are several methods of pretesting, having an understanding of all will allow your social marketing team to pick the most effective way of testing your materials.
II) “The ‘experts’ might include people with extensive knowledge of the subject matter or audience to ensure that the information provided is technically accurate and appropriate.” (Pg. 171)
“Evaluate the materials on accuracy, comprehensiveness, appropriateness for the target audience, clarity, and design.” (Pg. 171)
Chapter 16
I) It is important to analyze and interpret the results of pretesting, in order to determine the needed changes to the materials based on the feedback.
II) “Before you spend a substantial sum on a program that might not work in the real world, a pilot test allows you to work out the kinks and to assess the effectiveness of the marketing effort.” pg. 182
“The test market can help to diagnose strengths and weaknesses of the program so that each element can be fine-tunes.” Pg. 182
Chapter 17*
I) A comprehensive implementation plan will include
a. Deployment plan b. Public relations plan c. Social Media engagement plan d. internal readiness plan
II) A deployment plan includes the steps in producing your materials and getting them from Point A to Point B “as well as installing any structural or environmental features of your program prior to launch.” Pg. 187
“The media can be a very effective ally in getting your message out to your target audience.” Pg. 188
Chapter 18
I) Having an understanding on how to purchase media advertisement allows you to navigate this process in order to give you more control and potentially save money.
II) “Reputation and access to the target audience are the keys to effective media placement.” Pg. 198
“…set a budget (daily or total campaign lifetime), determine how long you want long you want ads to run, and bid on how much you are willing to pay.” Pg. 206
Chapter 19
I) Social Media is used for a narrower more focused engagement of a segmented target audience.
II) “Social media sites are dynamic, with new content added by the users rather than just the site managers.” Pg. 209
Social Media Principles: Be Authentic, Share, Be Relevant, Engage in a Two-Way Conversation, Be an Enabler
Chapter 20
I) Knowing when and how to use a Public Relations strategy can be a helpful technique in “earning” the attention of your target audience.
II) “Although you should not contact a reporter every week with a story concept, do not fell intimidated about calling if you truly have a news worthy idea.” Pg. 238
“Know the main message you want to get across and repeat it in several different ways through the interview.” Pg. 240
Chapter 21
ReplyDeleteI) Putting monitoring techniques in place before implementation allows you to evaluate the effects and contributions of each part of your program and allows you to make the appropriate changes.
II) “Identify the pieces of your program that will provide an indication of whether the campaign is progressing as planned.” Pg. 248
“The mechanisms you can use to track the progress of the program implementation range from simple counts of phone calls and materials to complex analyses of management practices.” Pg.249
Chapter 22
I) Evaluation allows for accountability within your program and if done appropriately helps you to improve your program while it is being implemented as well as in later stages.
II) The three main questions to ask while evaluating your campaign include;
1. What should we do?
2. How are we doing?
3. Did we do it?
“If designed well, your evaluation results should provide you with recommendations for how to improve the next phase of your campaign.” Pg. 264
Chapter 23
I) Picking the right structure of evaluation will help you fulfill your ultimate goal of determining the effects of your program on your target audience.
II) “Before you decide the actual method you will use, such as a survey, observations, or qualitative techniques, determine the points at which you will collect the data and how complex the evaluation design will be.” Pg.265
“Changes in the evaluation indicators, or key outcomes to be measured, will tell you whether you have achieved your social marketing objectives.” Pg. 268
Chapter 24
I) Evaluation data can be collected using both qualitative and quantitative methods will give the best view of your programs effects on your target audience.
II) “Surveys are by far the most widely used method to assess the success of a social marketing program.” Pg.271
“Observation requires a systematic approach to ensure valid research results.” Pg. 273
Chapter 25
I) Results of your evaluation activities should ultimately be used to improve your current or subsequent program.
II) “Effectively using feedback is an interactive, as well as interative, process in which the elements of your program constantly are adjusted in relation to other components based on new information.” Pg. 277
“In addition to considering the elements you would change or eliminate from your program, think about what you might add.” Pg. 278
Question:
What journals would you recommend for finding ideas for formulating innovative and new social marketing campaigns?
SECTION V
ReplyDeleteChapter 14
-Pretesting is important when conducting a social marketing campaign because it gives you an insight into whether your materials/approach with produce the desired effect.
-“By pretesting you can accomplish the following: ensure that the target audience comprehends the messages, detect other interpretations of your message, catch potentially costly mistakes, tune back in to the “real world”, make the materials more appealing, identify details that subvert the message and select from among several potential approaches.” (162)
-“The following list suggests some of the measures you can use to determine whether you need to make changes in your overall campaign: comprehension, relevance, noticeability, memorability, creditability, acceptability, attractiveness, knowledge, attitude, belief change and strong/weak points.” (164)
Chapter 15
-Many steps go into preparing to conduct a proper pretest including, deciding which method to use, writing the questions and finally recruiting participants and training moderators.
-“Pretesting ideally should include both qualitative and quantitative research methods. Common pretesting methods include the following: focus groups, intercept interviews, self-administered questionnaires, theatre or natural exposure testing, readability testing, usability testing or expert and gatekeeper review.” (165)
-“First, decide which pretesting methods you will use. Then, prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants. Interviewers or focus group moderators also will need to be trained or brought on board for the project.” (165)
Chapter 16
-In order to appropriately utilize the information collected during pretesting it is important to organize your information into distinguishing categories and put your own feelings and opinions aside.
-“Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics. In each topic, label each idea as definitely change, ‘possibly change’, or ‘do not change’.” (179)
-“If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially ‘new’ materials. If the materials do not change extensively as a result of pretesting, the you probably can assume than you are done.” (180)
Question
-If, after conducting you pretest, you only get information contradictory to what you had hoped people reaction would be what should your next step be?
SECTION VI
ReplyDeleteChapter 17
-It is important to organize the execution of you campaign before diving right in, this include making plans such as: deployment plan, public relations plan, social media engagement plan and internal readiness plan
-“Rather than jumping into implementation as soon as your materials are ready, take some time to plan each necessary step.” (187)
-“The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.” A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan and internal readiness plan.” (187)
Chapter 18
-When using media to execute you social marketing campaign you have many options to consider, including: paid verses free media, broadcast media buys, print media buys, out-of-home media buys, online media buys (search engine advertising, social network site ads or other online advertising).
-“The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs/ If you know that members of your target audience tend to listen to a particular radio station as they drive to work in the morning, then you can ensure that your ad will run at that time.” (197)
-“The two main variable you need to consider as you plan your media buys are reach and frequency. Reach refers to the number or percentage of people who see or hear your as at least once during a given period of time. Frequency is the number of times the average person or household sees or hears you as during that period of time”(198)
Chapter 19
-Successful use of social media is all about establishing and maintaining relationships through pointed messages, it is not about the technology or platform.
-“Social media technology gives ‘power to the people’ to do all these things; they can be a pundit, a publisher, a videographer, a DJ, a reporters. A middleman such as a new editor or publishing house no longer serves as a gateway for deciding which information gets to flow to the masses.” (211)
-“But remember social media are not about the technology—they are about the people…people speaking ideas and messages to each other like they have always done. Because the focus is on people talking to people, social media are based on relationships,. TO be most effective, you need to think in terms of building relationships with the people you’re trying to each, not just sending messages out to them” (211)
Chapter 20
ReplyDelete-Like all aspects of executing a social marking campaign there are advantages and disadvantages to using publicity to get your message across, you just need to know your audience and what they will best respond to.
-“Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets. On the other hand, if your target audience does not pat much attention to the news, then these techniques might not be worthwhile for your program.” (229)
-“The media prefer at least one of the following elements: timeliness, general interest, local angle, conflict, human interest, novelty, celebrity or superlatives.” (232)
Chapter 21
-It is important to monitoring the initial and continued implementation of your campaign so you can monitor what you are doing successful and continue doing it and what is not working so you can modify you implementation.
-“Before implementation even beings, put monitoring mechanisms in place to retrieve feedback on the program and to catch any problems in their early stages. Although you might not be able to anticipate every type of problem you will encounter, a monitoring system will at least help to identify problems as they arise during implementation.” (247)
-“Tracking the progress of your program helps you to accomplish the following: ensure that the elements of the program are being carried out as planned, ensure quality, address any potential problems that arise, alter the course of the program, keep staff and partners energized, know when you might be running out of materials for restocking and access the results of your program.” (247)
Question
-If you are conducting a study on something like hand washing behavior after going to the bathroom (something people would do if they know they are being monitored) what is the best way to monitor implementation?
SECTION VII
ReplyDeleteChapter 22
-After putting hard work into a campaign it is hard to be evaluated and potentially receive negative feedback but it is an integral step in making your campaign as successful as possible.
-“Evaluation creates accountability. For this reason, many people are wary of having their programs evaluated and would prefer to rely on anecdotal evidence of success rather than actual data that might not reflect well on them.” (259)
-“When you begin to consider evaluation of your social marketing campaign, you might focus primarily on the question “Did the program work?’ But evaluation entails more than this broad questions. Three simple questions to ask are: what should we do? How are we doing? Did we do it?” (260)
Chapter 23
-When starting to design your evaluation you will need to pick between a cross-sectional evaluation and a prospective evaluation.
-“The design you use to carry out the evaluation will depend in part on your resources and the length of time the program is implemented. AN evaluation design can be either cross-sectional or prospective.” (265)
-“The four most common approaches to evaluation design are: data from existing records, same-group pretest-posttest, comparison to a standard and evaluation indicators.” (268)
Chapter 24
-The most common research methods used in evaluation are surveys, observation and qualitative methods.
-“Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects on your social marketing program and the areas that need improvement.” (271)
-“The methods you use will be determined in part by the evaluation design and indicators you select.”(271)
Chapter 25
-You are your own best teacher and if your campaign was not successful you can make changes based on what you know went wrong and if you were successful you can use yourself as a positive case study.
-“Responding to relevant information in real time—as events actually occur—allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” (277)
-“Effectively using feedback is an interactive process in which elements of your program constantly are adjusting in relation to other competed based on new information.” (277)
Question
-If your campaign was successful is it appropriate to use your own study as research for future campaigns dealing with the same subject?
Ch. 14
ReplyDelete1) Pretesting highlights the pros and cons of all aspects of a campaign, helping a marketer to fine-tune their campaign and to make sure that every aspect of their campaign will come together to be as successful and effective as possible.
2) Pretesting can: “ensure that the target audience comprehends the messages, detect other interpretations of your message, catch potentially costly mistakes, tune back into the ‘real world,’ make materials more appealing, identify details that subvert the message, and select from among several potential approaches” (pages 161,162).
3) “Although pretesting can do a lot to improve your materials, it is not infallible. The results are only as good as the quality of the research and interpretation” (page 162).
Ch. 15
1) In order to prepare for pretesting, which should reflect both qualitative and quantitative data, a marketer must decide on which of the many pretesting methods they will use, create a questionnaire, recruit participants, and train their research team members.
2) There are 7 pretesting methods: “focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review” (page 165).
3) “Intercept interviews are a way of reaching a large number of people quickly and relatively inexpensively” while “self-administered questionnaires are a pretesting method that gathers responses from many people simultaneously without requiring a large investment in staff time” (pages 166,167).
Ch. 16
1) After pretesting a marketer must correctly analyze and interpret their pretest results, and then make changes based on the feedback they have gathered.
2) “…Look at the items objectively, setting aside your own feelings about which elements you like or dislike. In addition, keep in mind that you do not have to make every change that was mentioned during the pretesting” (page 179).
3) Pilot testing is the “ultimate pretesting method” that “allows you to work out the kinks and to assess the effectiveness of the marketing effort.” (page 182).
Ch. 17
1) A good and organized implementation plan is crucial in order for a campaign to be successful.
2) “A well-planned implementation increases the probability of reaching the right people and having the desired effect on changing behavior” (page 185).
3) “A comprehensive plan includes…a deployment plan, public relations plan, social media engagement plan, and internal readiness plan” (page 187).
Ch. 18
1) Buying traditional media for advertising can be tricky because there are many channels to consider, but, if done correctly, it can be easy and affordable.
2) “The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs” (page 197).
3) “…If you do not have enough money to pay for your media placements, the PSAs are an alternative. Distributing your ads directly online through video sites such as YouTube is also a cost-effective way of reaching your audience if you promote them through your other outreach efforts and make them compelling enough that people want to share them” (page 197).
Ch. 19
ReplyDelete1) Social marketing allows a marketers’ target audience to become a part of their campaign because it creates a two-way flow of information.
2) “Social media technology gives ‘power to the people’ to do all these things; they can be a pundit, a publisher, a videographer, a DJ, or a reporter” (page 210).
3) “Because the focus is on people talking to people, social media are based on relationships. To be most effective, you need to think in terms of building relationships with the people you’re trying to reach, not just sending messages out to them” (page 211).
Ch. 20
1) Public relations helps with many aspects of a social marketing program, but only if a marketer chooses the proper channels in which it will reach the target audience.
2) Public relations strategies have many advantages such as: “lends credibility to your program and messages via news coverage, reaches many people at one, does not require purchase of media time or space, develops mutually beneficial long-term relationships with media, [and] gets your message out quickly and efficiently” (page 229).
3) Public relations has disadvantages such as: “you have less control over how your messages are conveyed, media coverage is not guaranteed, no matter how good your public relations efforts, you might not reach your target audience members with the media that cover your program, big news developments might bump your story or take precedence over the press conference you planned for months” (page 229).
Ch. 21
1) Before implementation it is important to gather feedback and effectively find and correct problems with your program by using monitoring and tracking tools.
2) “Effective monitoring involves staying on top of trends in your program’s activities and ensuring that implementation is on the right path toward accomplishing program goals” (page 247).
3) “Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results. Some items will need to be assessed once a week or month, whereas others should be tracked on a daily basis” (page 249).
Ch. 22
1) Evaluating helps a marketers’ program end up to be more successful and helps a marketer create accountability.
2) “If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations. By identifying what does and does not work, you will be able to focus your resources on the most effective parts of the program and eliminate or reduce other components” (page 259).
3) There are three questions that should be asked with each level of evaluation research: “what should we do, how are we doing, and did we do it? (page 260).
Ch. 23
ReplyDelete1) The evaluation process must have a planned design in order to accurately understand and interpret the effects that the program had on the target audience.
2) “By randomly assigning people or communities either to participate in the social marketing program or to serve as a comparison group that is not exposed, you can eliminate much of the ‘noise’ that obscures the program’s effects” (page 265).
3) “Before you decide on the actual method you will use, such as a survey, observations, or qualitative techniques, determine the points at which you will collect the data and how complex the evaluation design will be” (page 265).
Ch. 24
1) A marketer must use a few different qualitative and quantitative research methods that match their evaluation designs in order to gather evaluation data.
2) Popular research methods used in evaluation are: “surveys, observations, and qualitative methods” (pages 271- 275). “Qualitative methods are in-depth interviews, focus groups, and feedback mechanisms” (page 275).
3) “Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program” (page 271).
Ch. 25
1) Getting feedback as well as listening to feedback is extremely necessary in order to improve your program.
2) “…The feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time- as events actually occur- allows you to improve your program when it counts rather than retrospectively realizing what you should have done” (page 277).
3) A marketer can use what they have learned from the outcomes of their social marketing campaign and apply it to future campaigns. “In addition to considering the elements you would change or eliminate from your program, think abut what you might add” because new developments occur and outside factors change with time (page 278).
Question: Since there is a ton of different information and details for one to keep track of, what is the best way to keep oneself organized throughout the evaluation process?
Chapter 14
ReplyDeleteAlthough you may think pretesting may not be worth your time or money, it can help to accomplish many things in social marketing.
“The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately (p. 162)”
“The campaign slogan might seem clever to you, but the words might mean something completely different to the target audience. This might be due to slang words used in that group or ambiguous wording on your part (p. 161)”
Chapter 15
You must plan your strategy with focus groups and questionnaires before starting any pretest activities.
“Encourage negative reactions if only positive one are emerging. Participants might be hesitant to criticize the materials, especially if they think you were involved in their development (p. 166)”
“In printed materials, the readability of the text is critical, particularly for audiences that are likely to have lower reading levels than the general population. You can assess the readability of printed text either by hand or through a computer program (p. 169)”
Chapter 16
Interpret your results after the pretest and make changes to best suit the target audience.
“Review all materials before they go into final production. Check the proofs from the printer to catch any final errors of misalignments of the color plates (p. 181)”
“Before you spend a substantial sum on a program that might not work in the real world, a pilot test allows you to work out the kinks and to assess the effectiveness of the marketing effort (p. 182)”
Chapter 17
Develop an implementation plan for your social marketing campaign that includes a deployment plan, PR plan, social media engagement plan, and internal readiness plan.
“The media can be a very effective ally in getting your message out to your target audience. Use public relations strategies to attract coverage by the “free” media such as news outlets and talk shows (p. 188)”
“Set up a social media monitoring system to start tracking where conversations about your issue and program are happening online. You can create a set of criteria to determine when to respond to blog posts, tweets, or other online comments (p. 190)”
Chapter 18
Familiarizing yourself with how media buying works can help save your organization money while effectively getting your message out there.
“Why pay to place an ad when you can have it run as a PSA for free? Actually, your campaign will benefit much more as a result of investing money into media buys (p. 197)”
“Search engine advertising takes advantage of the fact that you can put a link to your campaign in front of people who are at that moment looking for related information. Google AdWords is the most well-known service, and most other search engines offer similar advertising services (p. 205)”
Chapter 19
Unlike traditional media, social media gives you a stronger engagement with your audience segment.
“Internet model requires some level of technological knowledge of HTML or other programming languages to design and post web pages. Many social media sites make it simple to build a web page or a whole new online presence with no technological knowledge whatsoever (p. 210)”
“Blogs offer an effective platform for sharing your story and drawing people into your issue. A blog is an easy-to-use website that you can update with news, commentary, personal stories, videos, photos, or other types of content (p. 217)”
Chapter 20
ReplyDeleteUse public relations to generate publicity for your social marketing campaign.
“Provide local data or reactions to a national or international news event. People want to know how the big story relates to them (p. 232)”
“They key to implementing your media strategy is getting your information to the right people at the right places at the right time. Use your media contact list to identify the appropriate person for your purposes at each outlet (p. 234)”
Chapter 21
Use a monitoring system to identify problems early in your social marketing program so ensure its success.
“Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what compromised the actual intervention. You can evaluate the effects and contributions of each piece of the program to change or remove elements that are not working as intended (p. 248)”
“The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices (p. 249)”
Chapter 22
Evaluation can help to improve a social marketing program even as it is being implemented.
“Impact evaluation makes the leap from behavior change to health or social outcomes. This type of evaluation determines whether the people who adopt the behavior promoted by the social marketing program experience a subsequent reduction in morbidity or morality related to the overall goal of the program (p. 261)”
“The most imposing barrier to conducting an evaluation can be lack of resources, whether in the form of funds, staff time, or expertise. Often, social marketing projects barely have enough money for formative research and materials production, so summative evaluation gets short shrift (p. 262)”
Chapter 23
Figure out how to build your evaluation design before choosing any research methods.
“For small-scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation. This generally is the least expensive method of collecting valid data if you are conducting primary research (p. 266)”
“If you cannot use a control group in your design but wish to have an external standard with which to compare your results, you might be able to find state or national data for the same time period that will give an indication of overall trends (p. 267)”
Chapter 24
Use quantitative and qualitative research methods to help the areas of your social marketing program that need improvement.
“The survey questionnaires are sent by mail to randomly selected respondents along with cover letters and stamped return envelopes. This is a low-effort way of distributing and collecting the questionnaires (p. 271)”
“A trained interviewer meets one-on-one with individuals who have been exposed to the campaign. Through these interviews, the researcher can learn about the context in which the program’s messages and materials were received and how they were interpreted by the participants (p. 275)”
Chapter 25
There is no point in feedback unless it’s being used to improve your social marketing program.
“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time- as events actually occur- allows you to improve your program when it counts rather than retrospectively realizing what you should have done (p. 277)”
“Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program (p. 278)”
With social media growing rapidly, will traditional media be obsolete in the near future?
Chapter 19- Social media is a powerful marketing tool to reach the masses, and, if used effectively, can reach target audiences. “Social media principles: be authentic, share, be relevant, engage in two-way conversation, be an enabler” (213). “Just as you built an overall strategy for your social marketing program and one for the communications within that strategy, you need to think strategically about how you will use social media. Don’t jump into writing a blog or starting a Facebook account just because it seems that everyone else has one” (213).
ReplyDeleteChapter 20- Generating publicity and using media coverage for promoting the campaign is an effective use of resources and will get the word out quickly. “As with every aspect of your social marketing campaign, be strategic in your public relations plan. Set goals consistent with your overall program strategy” (230). “The media prefer stories that contain at least one of the following elements: timeliness, general interest, local angle, conflict, human interest, novelty, celebrity, superlatives, news, feature, editorial, entertainment, and public service” (233).
Chapter 21- While the campaign is in motion, make sure to have a monitoring system in place so you can receive feedback and catch any problems that arise. “Monitoring may be as simple as asking callers how they found out about your program, tracking participation on your social media accounts, or making sure that your partners are doing what they promised” (247). “The mechanisms you can use to track the progress of program implementations range from simple counts of phone calls and materials to complex analyses of management practices” (249).
Chapter 22- Evaluating the effectiveness of the campaign can provide proof of whether or not the message made a difference. “Evaluation creates accountability. For this reason, many people are wary of having their programs evaluated and would prefer to rely on anecdotal evidence of success rather than actual data that may or may not reflect well on them” (259). “Long-term prospective studies following participants over time often are necessary to assess the program’s effects on these types of issues” (262).
Chapter 23- The design of the evaluation is the first step of the planning process to test the effectiveness of the campaign message. “Changes in the evaluation indicators, or key outcomes to be measured, will tell you whether you have achieved your social marketing objectives” (268). “If you cannot use a control group in your design but wish to have an external standard with which to compare your results, you might be able to find state or national data for the same time period that will give an indication of overall trends” (267).
Chapter 24- In order for the evaluation to be effective, the appropriate method of qualitative and quantitative data collection must be chosen. “The most common research methods: surveys, observation, and qualitative methods” (271-275). “Surveys are by far the most widely used method to assess the success of a social marketing program” (271).
Chapter 25- Take the results and feedback received from the evaluation process and us it to improve the campaign’s effectiveness. “Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time allows you to improve your program when it counts rather than retrospectively realizing what you should have done” (277). “In addition to considering the elements you would change or eliminate from your program, think about what you might add. Are there any new developments in the issue you addressed that should be included in future campaigns?” (278).
Chapter 14-
ReplyDeletePretesting will help you create an effective plan, and see if the target audience responds to the message. Even if it is an extra step
“The benefits of pretesting are well worth the slight delay in implementing your campaign”
“Ensure that the target audience comprehends the messages”
Chapter 15-
Pretest should include, qualitative and quantitative research methods should be used through focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, or expert and gatekeeper review.
“Prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants. Interviewers or focus group moderators also will need to be trained or brought on board for the project.”
“Pretesting ideally should include both qualitative and quantitative research method. The strengths of one research method can help compensate for the weaknesses of another.”
Chapter 16-
After receiving the results from the pretest you should make any necessary changes to the plan, and get ready to begin the implementation phase.
“Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics.”
“The pretesting stage can go on indefinitely moving back and forth from message and materials development to pretesting until your results show that not a thing changed.”
Chapter 17-
It is important to develop an implementation plan, which includes: a deployment plan, public relations plan, social media engagement plan, and internal readiness plan.
“The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.”
“Have a plan prior to implementation to respond to these types of situations”
Chapter 18-
In regard to planning and buying media, there are a few different options. It is important to consider: paid versus free media, broadcast media buys, print media buys, out of home media buys, and online media buys.
“The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs. If you know that members of your target audience tend to listen to a particular radio station as they drive to work in the morning, then you can ensure that your ad will run at that time.”
“To identify the publications that will reach your target audience, you have several options. One source of information is the Standard Rate & Data Service (SRDS), which publishes several directories with information for advertisers on newspapers, consumer magazines, and business publications.”
Chapter 19-
ReplyDeleteSocial media is a new online tool that enables social marketers to engage with people.
“In contrast to the traditional website, which is mostly static and centrally managed, social media sites are dynamic.”
“Because the focus in on people talking to people, social media are based on relationships”
Chapter 20-
You can use public relations as a form to develop advertising without purchasing through traditional forms.
“Public relations can be a useful adjunct to your other communications activities.”
“As with every aspect of your social marketing campaign, be strategic in you public relations plan.”
Chapter 21-
It is important to implement monitoring mechanisms in order to get feedback, and catch any problems that could happen.
"Tracking the progress of your program helps to accomplish: ensuring that the elements of the program are being carried out as planned, ensuring quality, addressing any potential problems, altering the course of the program, keeping staff and partners energized, knowing when you might be running out of materials, and assessing the results of your program."
“Monitoring is a great way to keep organizers' minds on the campaign and ensures a smooth program. ”
Chapter 22-
Evalutation may be a difficult process, but it is a necessary piece of a well planned social marketing plan, it enables you to look at the plan.
“Evaluation creates accountability.”
“if done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations”
Chapter 23-
In order to have a successful evaluation, the design must be structured in order to determine the effect the marketing plan had on the target audience
“Because true experimental research can be very costly and requires a huge level of expertise, it is not practical to expect from small-scale marketing programs. You can, however, structure your evaluation to increase your chances of obtaining valid results even if you do not use the most rigorous designs. “
“If you cannot use a control group in your design but wish to compare your results, you might be able to find state or national data for the same time period that will give an indication of overall trends…changes in the evaluation indicators, or key outcomes measured, will tell you whether you have achieved you social marketing objectives.”
Chapter 24-
There are a variety of ways to collect the evaluation methods, it is best to use qualitative and quantative methods.
“Collect the evaluation data using a variety of research methods, both quantative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement”
“In addition to conducting observations of peoples behavior directly, you can measure the evidence of their actions.”
Chapter 25-
It is important to use feedback in order to improve current and future social marketing plans
“The results will do no good to anyone if they are not acted on or are immediately retired to a shelf.”
“If you feel that others could learn from your efforts, then take the time to write up a synopsis of your project for publication…”
Question:
What is more valuable, free publicity obtained through PR? Or paid advertisement? Which one is easier to measure?
SECTION V-
ReplyDeleteChapter 14: Pretesting
Thesis: Pretesting may seem like an inefficient use of time, but it is necessary to make sure your product will be successful without wasting the time and money of
Two Pieces of Support: Pretesting ensures that the target audience will comprehend the message, it will detect other interpretations of the message, catch potentially costly mistakes, and tune back into the “real world”. You might think your product is great and success is inevitable, but if the target audience doesn’t understand your product or show interest in its development, then it is bound to fail.
Chapter 15: Conducting the Pretest
Thesis: There are many different methods to go about pretesting, such as focus groups or questionnaires, and mixing up the styles and ways of conducting them along with encouraging negative feedback is essential.
Two Pieces of Support: There are pros and cons to each type of testing. Considering which will be the most efficient and cost effective relative to your product is key. For instance, a plus of intercept interviews is that if it is done in the right location, it can target a lot of key target audience members, but it is not a true random sample and interviews must be short, and interviewees should be given considerable incentive. While focus groups can entice more group discussion and response, but also they can be very expensive and time costly.
Question: How do you ensure a focus group really is a sample of the target audience?
Chapter 16: Using the Pretesting Results
Thesis: Analyzing the pretesting results may seem overwhelming, because data can conflict, there may be consensus, but it is key to use this analysis to better your potential product.
Two Pieces of Support: Many changes suggested by the target audience may not be necessary, due to cost effectiveness or time consumption. For example, you must use your own judgement if the target audience suggests changing something like the spokesperson, TV time, etc. that could be something you’ve already paid for and can’t get your money back on. But if there is something easy and minor to change that the target audience finds crucial, listen to them.
SECTION VI-
ReplyDeleteChapter 17: Developing an Implementation Plan
Thesis: Because implementation is such an important part of the process, developing a plan that includes: deployment, public relations, social media engagement, and internal readiness is key.
Two Pieces of Support: Figuring out dissemination channels, non-communication strategies, how many copies of each communication piece are necessary, how to manage inventory, and material distribution methods are all key. Also developing ideas for a PR plan, such as fairs, fun runs, or just anything to really get the people involved and informed on your campaign or product is key. Also, seeing as we live in such a sharing time, how to engage social media is key as well. Be ready for anything. This isn’t all entirely possible, but being as ready as possible is.
Chapter 18: Planning and Buying Traditional Media
Thesis: An important part getting the word out about your product is how you utilize media space.
Two Pieces of Support: “If you are not working through a media service, call the radio or television station that you know or think your audience watches or listens to.” (198). This is important because it is another essential part of reaching your target audience. Advertising Jewish surfboards at the Vatican won’t exactly sell products. Bad example, but you get the point.
“Among the pieces of information in the media kit that are most important for you to note and understand are the following:” Publication schedule, closing dates, size of advertising units, cost, format, placement, geographic targeting. Being assertive with the sales people is necessary too, without being rude or pushy.
Chapter 19: Engaging in Social Media
Thesis: A new type of media is evolving in which marketers are capitalizing on promoting their products: interactive social media.
Two Pieces of Support: “As new online tools have emerged that make it easy for people to connect and interact, a new paradigm in marketing is evolving. In contrast to the traditional website, which is mostly static and centrally managed, social media sites (what some call web 2.0) are dynamic, with new content added by the users rather than just the site managers” (209).
Another key part of engaging in social media is building a social media strategy. When doing this you must think about what your objectives are, who you want to reach, what your capacity is, and which tools and tactics are best to use.
Chapter 20: Generating Publicity
Thesis: Where would the popularity of your product be without publicity? By gaining a successful PR strategy, you can effectively publicize your product.
Two Pieces of Support: Publicity can lend credibility to your program and message by using credible news media coverage. “Determine exactly what you want to accomplish through your public relations efforts... As with every aspect of your social marketing campaign, be strategic in your public relations plan. Set goals consistent with your overall program strategy (230).
Another important strategy in publicizing your product is tying it in to what is currently going on in the news. “Look for a news ‘peg’ (an issue that is currently in the news) to tie your information into current events or upcoming holidays” (231).
Chapter 21: Monitoring Implementation
ReplyDeleteThesis: Monitoring mechanisms are essential in ensuring that your implementation and its feedback are being received properly.
Two Pieces of Support: “Monitoring may be as simple as asking callers how they found out about your program, tracking participation on your social media accounts, or making sure that your partners are docking what they promised. If you find that most of your referrals are coming from just a couple of partners, then follow up with the other partners to learn why they are not referring more people to you (247). This is important because if you lose track of how you monitor your target audience, they could slip away from you and learn of a new, similar, product to yours.
“The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices” (249).
SECTION VII-
Chapter 22: Evaluation Basics
Thesis: Evaluations may seem daunting to product designers, but this chapter explains why they are helpful and necessary to the success of the product.
Two Pieces of Support: “Evaluations create accountability. For this reason many people are wary of having their programs evaluated and would prefer to rely on anecdotal evidence of success rather than actual data that may or may not reflect well on them” (259). This is very true because we are all human, and taking criticism can be hard. But when a company realizes that this criticism is constructive, it will benefit the product, and show room for growth.
There can be many evaluation challenges such as unrealistic expectations, limited resources, reliance on a single method, using the wrong model, asking the wrong questions, technical problems, and resistance from program staff or participants.
Question: How can we ensure that participants don’t have some kind of personal vendetta against the product?
Chapter 23: Evaluation Design
Thesis: Evaluation design is important because it determines where you find your data, at what points you take measurements, and whether you will use comparison groups.
Two Pieces of Support: “You do not always need to create an elaborate questionnaire to find information that is useful for your evaluation. Use data that are already being collected, either by your organization or by secondary sources, to compare relevant measurements before and after the social marketing program” (265).
Several key evaluation indicators are: knowledge, attitudes, beliefs, behaviors, stage of change, and demographics.
Chapter 24: Evaluation Methods
ReplyDeleteThesis: Keeping in mind observations, and the use of qualitative methods vs. quantitative ones determine the quality of an evaluation method.
Two Pieces of Support: Similar to prior chapters, different methods of collecting data exist, each with their own respective pros and cons. For instance, mailed questionnaires are beneficial in that they are a low effort way of collecting data, offer anonymity and give respondents more time to answer. But at the same time they can be ineffective and data can be misrepresented or forged. Telephone interviews are good because they are personal but more labor intensive, which can lead to cost inefficiency.
Question: When does quantitative data not stack up to qualitative?
Chapter 25: Using Feedback to Improve your Program
Thesis: The ultimate goal of everything that was gone over in this book was to create an effective product or campaign, and this can only really be done by interpreting quality feedback.
Two Pieces of Support: “Use your process evaluation to go beyond bean counting and towards more diagnostic qualitative research that can uncover problems or opportunities for your program during implementation” (277). This is valuable information because it teaches the evolution of analyzing feedback, and how to make the most of it.
“Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program.” (278)
Chapter 14
ReplyDeleteThesis: Pretesting is a way to determine how the target audience will comprehend, interpret, and understand the messages within the campaign.
Supporting Documentation: “Pretesting can give you an indication of the strengths and weaknesses of your materials, but it cannot definitively determine what will work (162).”
“By pretesting you can accomplish the following: Ensure that the target audience comprehends the messages, detect other interpretations of your message, catch potentially costly mistakes, tune back in to the ‘real world’, make materials more appealing, identify materials that subvert the message, and select from among several potential approaches (160-161).”
Chapter 15
Thesis: There are numerous ways social marketers can go about pretesting their campaigns to the target audience/general public.
Supporting Documentation: “Common pretesting methods include the following: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, expert and gatekeeper review (165).”
Chapter 16
Thesis: Evaluating the pretesting results is an important factor in finalizing and launching the final campaign.
Supporting Documentation: “…sift through and categorize the information into appropriate topics (e.g., text, visual design, message concepts.) In each topic, label each idea as ‘definitely change,’ ‘possibly change,’ or ‘do not change’ (179).”
“The best way to gauge the potential success of your social marketing program is through pilot testing. This is the ultimate pretesting method... the pilot provides a ‘dress rehearsal’ before launching the program in all locations (181-182).”
Chapter 17
ReplyDeleteThesis: Once the program is launched, it is important to have a comprehensive plan, which includes: a deployment plan, public relations plan, social media engagement plan, and internal readiness plan to ensure all staff members are fully prepared once the campaign is launched.
Supported Documentation: “A deployment plan will help you to think through all the steps involved in producing your materials and getting from Point A to Point B, as well as installing any structural or environmental features of your program prior to launch (187).”
“Use public relations strategies to introduce your campaign to the media and community (188).”
The social media engagement plan determines “how your program will engage with people via social media (189).”
“To prepare others in your organization for implementation and to bring them on as part of the social marketing team, educate your staff, volunteers, and partners staff about what you are trying to do (190).”- Internal Readiness Plan.
Chapter 18
Thesis: There are a variety of ways to publicize a social marketing campaign; therefore thoroughly evaluating the campaign before choosing a media outlet can help ensure the campaign reaches the correct target audience.
Supporting Evidence: “Consider your target audience and when it is most apt to be listening to the radio or watching television (199).”
“The SRDS (Standard Rate & Data Service) directories offer information on each publication’s intended audience, circulation, rates, and production requirements as well as other useful pieces of information. Another helpful source is Mediamark Research Inc., which regularly publishes data on readership of consumer magazines according to demographics (201).”
Chapter 19:
Thesis: Using social media is a highly effective way to spread the word and reach large audiences regarding your campaign.
Supporting Evidence: “Social media allow people to easily connect with others who have similar interests and to reach thousands of others with one click. They can take something someone else created and turn it into something even better or collaborate with others around the world. Tools such as blogs, social network sites, Twitter and photo-and video-sharing sites put the capability right at your fingertips. Social media technology gives ‘power to the people’ to do all these things…(210).”
Chapter 20: Public Relations offers media coverage of your Social Marketing Campaign if the correct media outlets are used.
Supporting Documentation:
“If you have an idea for a story on your issue, then contact the reporter who covers that beat or the news director. When you plan an event that you want covered by the media, contact the assignment editor or news director. To be booked as a guest on a television or radio talk show, approach the shows producer or host (234).”
Chapter 21:
Thesis: Tracking the campaigns progress will help monitor the effectiveness of the social marketing campaign and catch any problems that may have occurred.
Supporting Documentation: “…a monitoring system will at least help to identify problems as they arise during implementation (247).”
“The information that a process evaluation provides can help with improving the program during implementation itself rather than waiting until the campaign is over to assess whether the program went as planned (248).”
Chapter 22:
ReplyDeleteEvaluation is imperative throughout the entire social marketing program to ensure your campaign is the most effective it can be.
Supporting Documentation: “…Evaluation activities will help to improve your program while it is being implemented as well as in later incarnations (259).”
The three questions to ask while evaluating your social marketing campaign are “‘What should we do?’ ‘How are we doing?’ and ‘Did we do it? (260-261).”
Chapter 23
Thesis: The most commonly used approaches for evaluation designs are using data from existing records, same group pretest-protest, comparison to a standard, and using control groups.
Supported Evidence: “Use data that are already being collected, either by your organization or by secondary sources, to compare relevant measurements before and after the social marketing program (265).”
“For small-scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation (266).”
“…you might be able to find state or national data for the same time period that will give an indication of overall trends (267).”
“…use a control group that has not been exposed to the campaign for comparison (268).”
Chapter 24:
Thesis: The most effective methods to evaluate a social marketing program are administering surveys, observing a group, and using qualitative methods.
Supporting Evidence: “Survey’s are by far the most widely used method to assess the success of a social marketing program (271).”
“Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task (272).”
Qualitative methods “help you to better understand the effects of your campaign from another perspective (274).”
Chapter 25:
Thesis: Evaluating your social marketing campaign in real time will benefit the current campaign and future campaigns.
Supporting Documentation: “Responding to relevant information in real time-as events actually occur- allows you to improve your program when it counts rather than retrospectively realizing what you should have done (277).”
“…learn and apply the lessons gleaned from the outcomes of this program (278).”
Question:
Once the campaign is evaluated, what do social marketers do to maintain the success of the campaign?
Chapter14: Pretesting allows us to achieve a predestined effect by gaging the audiences desires and wants.
ReplyDelete-”Pretesting can give you an indication of the strengths and weaknesses of your material, but it cannot definitively determine what will work”(162)
-”Some of the suggestions you receive might be good but do not fit your campaign strategy, some might be unfeasible given your budget, and some might be just plain bad advice.”(163)
Chapter15: Pretesting forces us to further narrow the characteristics of our programs to ensure success.
-”If you are trying to decide between several different graphics, show the pictures by themselves without the text to the group and ask what message they think the graphics convey.”(166)
-”In addition to testing the materials with the target audience, it often is helpful to include professionals in the field and representative of intermediary organizations in the review process.”(171)
Chapter16: Pretesting results can be used discretionarily to tweak and change product to further satisfy desired audience based on consumer pretest reaction.
-”Looking at all the reactions, insights and advice you collected, sift through and categorize the information into appropriate topics.”(179)
-”The test market can help to diagnose strengths and weaknesses of the program so that each element can be fine tuned.”(182)
Chapter17: Implementation plans are crucial to proper execution of a program; they can provide structure to an unstable weak point in a program.
-”A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan, internal readiness plan.”(187)
-”Set discrete objectives for what you want to accomplish through the partnership, and give the partners tasks that are reasonable.”(192)
Chapter18: Using media advertisements can be tricky however, it is severely beneficial to the program developments and continuos growth.
-”When you have an idea of the publications that are most likely to reach your audience, contact each newspaper’s or magazine’s display advertising department..”(201-202)
-”Purchasing advertising on social network sites gives you the opportunity to reach your audience in a very targeted way.”(206)
Chapter19:Although not all publicity can be good, once people are seeing the message, it can boost your awareness on how to further market.
-”Traditional forms of media such as television, radio, and magazines reach large numbers of people with a relatively shallow message.”(209)
-”After the campaigns messages reach a broad swath of the population, the people who want more information or to interact with others around the issue can move to the social media realm to do so.”(209)
Chapter20:Public relations is a key aspect of marketing, you can further control your message when its spoken or released directly from the program itself, versus the alternative: a social media site.
ReplyDelete-”Public relations can be a useful adjunct to your other communication activities if you are able to generate coverage by appropriate traditional and online media outlets.”(229)
-”Many commercial and social marketers have had success in reaching out to a blog’s readers by working with the blogger to get the word out(either in a paid or voluntary capacity).” (237)
Chapter21:Monitoring your audiences reactions is necessary to ensure your program does not die off or become old news, you must use reactions to find new avenues of marketing.
-”Monitoring may be as simple as asking callers how they found out about your program, tracking participation on your social media accounts, or making sure that your partners are doing what they promised.”(247)
-”The information that a process evaluation provides can help with improving the program during implementation itself rather than waiting until the campaign is over to assess whether the program went as planned.” (248)
Chapter22:Evaluation can help designers of programs to create a informal or formal form of checks and balances. It will help keep everyone on the same page.
-”The main challenges you might face in your evaluation include the following: unrealistic expectations, limited resources, reliance on a single method, using the wrong model, asking the wrong questions, technical problems, resistance from program staff or participants, waiting until the program is over to start evaluation, and failure to use evaluation results.”(262-264)
-”The most imposing barrier to conducting an evaluation can be lack of resources, whether in the form of funds, staff time, or expertise.”(262)
Chapter23:Evaluation design can have different effectiveness based upon structure of your program.
-”Changes in evaluation indicators, or key outcomes to be measured, will tell you whether you have achieved your social marketing objectives.”(268)
-”The advantage of using individuals as the base of analysis is that you can directly measure changes in the factors your program seeks to influence.”(269)
Chapter24: There are many evaluation methods, using a diverse assortment of them will help you achieve a better understanding of the the spectrum.
-”Observing people in a natural setting without their awareness of you watching them can provide a better indication of what they actually do.”(272)
-”Jut as you used qualitative methods to flesh out your exploratory research while planning your program, so too can these methods help you to better understand the effects of your campaign from another perspective.”(274)
Chapter25: Using feedback can make or break your abilities to have a successful program. People will talk, so listen.
-”Whether you will continues with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn to apply the lessons gleaned from the outcomes of this program.”(278)
-”Summarize these guidelines in a written evaluation report so that a record exists for other to read in the future, in case you leave your position or for those in other organizations who might wish to replicate your program.”(278)
Section V
ReplyDeleteChapter 14:
Pretesting your materials will help ensure that they are accurate, comprehensible, and suitable for your target audience.
“Having other professionals conduct a review as well will increase the chances of the content being accurate. Pretesting helps you to avoid the cost of completely redoing unusable materials after production.” (p 161)
“The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately.” (p 162)
Chapter 15:
In conducting the pretest one must understand the pretesting methods that will work best from focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, or expert and gatekeeper review.
“Self –administered questionnaires are a pretesting method that gathers responses from many people simultaneously without requiring a large investment in staff time p.167.” “ … focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications p.165.” ( Works similarly for focus groups for pretesting)
Chapter 16:
The next step after gathering your pretest feedback is to analyze, make changes to your material, pretest the new version and then finalize.
Quote #1: “Looking at all the reactions, insights and advice you collected, sift through and categorize the information into the appropriate topics. In each topic, label each idea as “definitely change,” “possibly change,” or “do not change.” Pg 179
Quote #2: “If pretesting elicits substantial changes in the look of materials, messages or medium, then you might need to go back and pretest the essentially “new” materials. If the materials do not change extensively as a result of pretesting, then you probably can assume that you are done.” Pg 180
Section VI
ReplyDeleteChapter 17:
An effective implementation includes the following elements; deployment plan, public relations plan, social media engagement plan and internal readiness plan.
“Rather than jumping into implementation as soon as your materials are ready, take some time to plan each necessary step.” (p. 187)
“Depending on which tools you are going to use in the campaign—whether its blogs, social networks, Twitter, online videos, or other social sharing sites—create a plan for how much time the responsible staff member (s) will spend on interacting through those venues.” (p. 190)
Chapter 18:
When it comes to placing advertisements in the media it is important to explore the differences between free/paid media, television vs. radio, the Arbitron or Nielsen ratings of the media you would like to work through. Ads in printed publication may only reach the paid circulation, out-of-home media buys are also an option for getting a message to a broad group, and social media sites work great for reaching ‘targeted’ audiences.
“Once they have a proposed package of spots that is acceptable to you in GRPs and price, reserve the spots verbally. Within a day or so, the station will provide you with a written confirmation or contract detailing your agreement.” (Pg. 200)
Chapter 19:
Social media has emerged as a way for people to connect and interact through a new medium.
“Use social media to then draw the vertical line down, with deeper engagement for a narrower segment of the audience. After the campaign’s messages reach a broad swatch if the population, the people how want more information or to interact with others around the issue can move to the social media realm to do so.” (p. 209)
The social media principles are to be authentic, share, be relevant, engage in two-way conversation, and be an enabler.
Chapter 20:
This chapter discusses what you want to achieve through your public relation efforts, how to make you campaign “newsworthy”, what types of media coverage there are and how each are beneficial, who you will contact and how, the advantages of using ‘bloggers’, and how to respond when the media reaches back to you.
“The term media refers to many different types of entities – radio, television, newspapers and magazines, computer software, and the Internet – that vary extensively within each category. Each of these channels provides different opportunities to reach particular audiences with a specific type of message.” (Pg. 232-233)
Chapter 21:
Monitoring your implementations will help you keep track if your message is received positively, how many people are taking it in, and if there are problems arising that can be fixed in a timely matter.
“Effective monitoring involves staying on top of trends in your program’s activities and ensuring that implementation is on the right path toward accomplishing program goals.” (pg 247)
Section VII
ReplyDeleteChapter 22:
Evaluation is an opportunity to prove your program makes a difference by creating accountability for your program.
“If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations. By identifying what does and does not work, you will be able to focus your resources on the most effective parts of the program and eliminate or reduce other components.” (259)
“Done correctly, an evaluation can provide valuable data and feedback. Done poorly, an ineffective campaign might receive a glowing review, or the positive effects of a well-constructed program might be undetected.” (262)
Chapter 23:
When designing your evaluation, use an experimental approach, which will allow you to distinguish with certainty that is was your campaign, not any other outside influences, that caused the differences you find in your evaluation.
-“Individual-level indicators encompass measures such as the following: knowledge, attitudes, beliefs, behaviors, stage of change, [and] demographics. The advantage of using individuals as the base of analysis is that you can directly measure changes in the factors your program seeks to influence. You also can examine the characteristics of those who adopted the behavior versus those who did not” (268-269).
Chapter 24:
o get the best data from your marketing efforts you should use both quantitative and qualitative research methods.
“Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task. Observing people in a natural setting without their awareness of you watching them can provide a better indication of what they actually do.” (272)
“For qualitative evaluation research, the most useful type of person to recruit as a participant is someone who has been at least moderately exposed to the campaign messages or materials.” (274)
Chapter 25:
Shows how can do the goal of feedback is to make future projects more successful.
“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time – as events actually occur – allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” (277)
Question:
Is pretesting completely appropriate in every scenario?
Section V
ReplyDeleteCh 14
Pretesting is incredibly important because you can iron out your material and make sure that it will be understood and effective before making potentially costly mistakes.
-“Pretesting will help you to know whether the materials you have developed will generate the effect you desire. This is an essential part of the social marketing process and is a hallmark of a well-designed program.”
-“It is better to have excellent materials later than to provide mediocre materials immediately.”
Ch 15
Before conducting a pretest, it is important to do some research and prepare for it by hiring interviewers and finding focus groups (for example).
-“Prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants. Interviewers or focus group moderators also will need to be trained or brought on board for the project.”
-“In addition to testing the materials with the target audience, it often is helpful to include professionals in the field and representatives of intermediary organizations in the review process.”
Ch 16
After pretesting, you must analyze the results, decide when to stop pretesting, and finally finalize your materials.
-“At this stage, you will analyze and interpret your pretest results, make changes to the materials based on the feedback, pretest the new versions (if necessary), and then finalize the materials.”
-“You will need to use your judgment as to whether the materials will really be more effective with these revisions.”
Section VI
ReplyDeleteCh 17
You can’t simply jump into implementing your work, instead, you must carefully plan it out, including all of these elements: a deployment plan, public relations plan, social media engagement plan, and an Internal readiness plan.
-“Rather than jumping into implementation as soon as your materials are ready, take some time to plan each necessary step. The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.”
-“In addition to having your social media tools set up on time for the program launch, you will need to create a plan for how your program will engage with people via social media.”
Ch 18
This chapter outlines the ins and outs of actually getting your ad broadcasted in the media – how to negotiate commissions, determining reach and frequency, and how to use different outlets, for example.
-“For those who have never done it before, buying ad space or broadcast time on radio, television, print, outdoor, or online advertising can be somewhat intimidating. But you do not have to be an advertising whiz to be able to place your own advertisements in the media.”
-“Why pay to place an ad when you can have it run as a PSA for free? Actually, your campaign will benefit much more as a result of investing money into media buys.”
Ch 19
The new paradigm social media has created is one of conversation with the users in the market – it is important to understand how to interact with users in your target audience effectively using social media.
-“Social media have emerged as an effective and different way of communicating with people that some organizations have been slow to adopt because it seems counterintuitive: how can we do marketing without controlling every aspect of the message?”
-“After the campaign’s messages reach a broad swath of the population, the people who want more information or to interact with others around the issue can move to the social media realm to do so.”
Ch 20
Besides spending money on advertising, public relations is a less expensive way to generate awareness about your campaign, and should be utilized alongside other forms of advertising.
-“Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.”
-“As with every aspect of your social marketing campaign, be strategic in your public relations plan. Set goals consistent with your overall program strategy.”
Ch21
A key part of actually implementing your campaign is monitoring it in order to ensure quality, address potential problems, maintain organization, and assess your results.
-“Before implementation even begins, put monitoring mechanisms in place to retrieve feedback on the program and to catch any problems in their early stages. Although you might not be able to anticipate every type of problem you will encounter, a monitoring system will at least help to identify problems as they arise during implementation.”
-“Monitoring may be as simple as asking callers how they fond out about your program, tracking participation on your social media accounts, or making sure that your partners are doing what they promised.”
Section VII
ReplyDeleteCh 22
Evaluation should not be intimidating; rather, it is an important learning process that should be taken seriously.
-“Evaluation creates accountability… do not be intimidated by evaluation; instead, see it as an opportunity to prove that your program has made a difference.”
-“If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations.”
Ch 23
There are many elements to a comprehensive evaluation design, and they are important to understand in order to conduct a successful evaluation.
-“With any research method you choose, you first will decide how to structure your evaluation design. This will determine where you find your data, at what points you take measurements, and whether you will use comparison groups.”
-“In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience… A true experimental design allows you to state with relative certainty that it was your campaign, rather than other outside influences, that caused any differences you find.”
Ch 24
You should use a variety of different methods to conduct your evaluation, including surveys, observation, and qualitative research.
-“Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement.”
-“Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.”
Ch 25
In order for evaluation to be successful you have to react to it in real time as well as afterwards, to make your social marketing campaign more successful in the future.
-“The ultimate purpose of each of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs. The results will do no good to anyone if they are not acted on or are immediately retired to a shelf.”
-“Ideally the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time – as events actually occur – allows you to improve your program when it counts rather than retrospectively realizing what you should have done.”
Question: How many people, exactly, are involved in a typical social marketing campaign?
Chapter 14
ReplyDeletePretesting is important to make sure that your product and or service is well received by your intended audience.
“Although you understand all of the words you used, the target audience might not.” (p 161) “The campaign slogan might seem clever to you, but the words might mean something completely different to the target audience.” (p 161)
Chapter 15
Each marketing campaign is different and therefore cannot be approached with the same pretesting tactics always; there are pros and cons to everything.
“Pretesting ideally should include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weakness of another.” (p165)
Chapter 16
Pretesting needs to be done in a timely and realistic manner but also needs to get you results without going bankrupt before you even start the real campaign.
“The pretesting stage can go on indefinitely, moving back and forth from message and materials development to pretesting until your results show that not a thing should be changed.” (p180) “The best way to gauge the potential success of your social marketing program is through pilot testing (also know as “test marketing”). (p181)
Chapter 17
I step by step plan is necessary for envisioning the reality of the road that lies ahead with your campaign that is about to be released.
“The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced. (p 187) “If your organization is unprepared when a reporter calls, then the headline story in the local news the next day might feature your program’s critics along with an in appropriate quote from your receptionist.” (p192)
Chapter 18
It’s not always a bad idea to hire a professional to help navigate around the world of paid media if you have complex needs and wants for your campaign.
“Actually, your campaign will benefit much more as a result of investing money into media buys.” (p 197) “The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs. If you know the members of your target audience tend to listen to a particular radio station as they drive to work in the morning, you can ensure that your ad will run at that time..” (197)
ReplyDeleteChapter 19
While building your strategy, it is important to remember to be authentic and relevant because that is what will grab the public’s attention.
“You will need to think through what your overall objectives are, who your target audience is, and how much time you have to put into social media activities before determining which tools make the most sense. “While most social media tools are available at either no charge or very low cost, they still require care and feeding.” (p214)
Chapter 20
When gaining publicity for your marketing campaign, you have to consider what is newsworthy and going to grab people’s attention for the right reasons.
“Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.” (229) “Often, what we consider newsworthy and exciting in our own programs would make a reporter yawn.” (p 231)
Chapter 21
Monitoring and tracking the effectiveness in your campaign is extremely important to make sure that you are not just wasting resources.
“Process evaluation activities monitor the day to day operations of your program so that you can say with the relative certainty what comprised the actual intervention. You can evaluate the effects and contributions of each piece of the program to change or remove elements that are not working as intended.” (p 247)
Chapter 22
Evaluation can be scary, but is necessary to make sure that you are being effective.
“Balch and Sutton aptly pose three simple questions pertaining to each level of evaluation research: What should we do? How are we doing? Did we do it?” (p 260)
“Done correctly, an evaluation can provide valuable data and feedback.” (p 262)
Chapter 23
“Use data that are already being collected, either by your organization or by secondary sources, to compare relevant measurements before and after the social marketing program.” (p 265) “If you cannot use a control group in your design but wish to have an external standard with which to compare your results, you might be able to find state or national data for the same time period that will give an indication of overall trends.” (p 276)
Chapter 24
There are different methods for measuring different aspects of your program and you have to find the one that fits your needs.
“Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task.” (p 272) “Surveys are by far the most widely used method to assess the success of a social marketing program. (p271)
Chapter 25
The whole purpose of evaluating your program is to make necessary changes and adjustments to make your program more effective.
“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time- as events actually occur- allows you to improve your program whit it counts rather than retrospectively realizing what you should have done.” (p 277)
How do you really know if it is your campaign that is being effective or if it is some other outside factor that is actually changing people’s behaviors?
SECTION V
ReplyDeleteCHAPTER 14
Pretesting your materials allows you to ensure that your message is accurate, comprehensible and suitable for your target market.
- However the results of pretesting will reflect the amount of effort that was put forth in finding quality research. Pretesting is not a guarantee and will not be able to determine what will and will not work; it will give indication as to what the current strengths and weaknesses are.
- Decide which measures will be used to determine whether or not your campaign is effective; comprehension, relevance, memorability, attractiveness, and knowledge are a couple that can be measured.
CHAPTER 15
Prior to the conduction your pretests it should be determined what methods you plan on using, these methods having both their advantages and disadvantages.
- Pretesting should use both qualitative and quantitative research methods. Some common pretesting methods include focus groups, interviews, questionnaires, readability testing, and usability testing.
- Using both qualitative and quantitative methods can help to compensate each other. The strength of one will combat the weakness of the other and vice-versa.
CHAPTER 16
Once you have concluded your pretesting the results should be interpreted and analyzed to determine next steps and to create effective messages.
- Not all of the results and recommendations should be used. It takes judgment and considerations to determine what category each elements belong to; “definitely change” “do not change” “possibly change.”
- When looking at the “possibly change” category judgment must be used again to determine if the revisions will really bring about a more effective change. Innovations can be helpful in finding ways to make the change with limited costs and resources.
SECTION VI
ReplyDeleteCHAPTER 17
After materials have been tested and prior to your campaign kick-off, it is important to develop an implementation plan to ensure success.
- Comprehensive plans include the following; Deployment, Public Relations, Social Media Engagement, and Internal Readiness. Deployment plans help you think through all the steps and answer the questions of how you will get from point A to point B.
- Others in the organization should be made aware of what you are doing, you should take time to prepare your staff, volunteers and partners of what you are trying to accomplish.
CHAPTER 18
Proper media channels must be determined relative to your target audience, there are several different types of media to choose from when buy ad space.
- Broadcast, print, out-of-home and online advertising are common channels to choose from. When deciding between options, ask each outlet to send you a media kit. (rate card, information about outlet, ratings, etc.
- There is also an option to pay for media or take a free media approach. Paid media tends to benefit much more from their investment. Free media can be effective as well, it may just require more work on the companies end.
CHAPTER 19
Social media outlets have the potential to reach large audiences using an effective and personal approach.
- “The Magic T of Marketing” refers to the tv, radio, and magazine as the horizontal line, this line reaches the masses. Whereas social media creates the vertical line down, engaging the audiences deeper into the campaign’s message.
- A few social media principles to follow are to be authentic, share information & control, be relevant (don’t be boring), engage in two-way conversations, and be an enabler (a place to gather information and talk about your issue)
CHAPTER 20
Public relation strategies can be used alongside traditional media, however, developing the right strategies are key to its success.
- PR strategies tend to lend credibility to your program and reach many people at once, however there are some disadvantages of PR to be aware of. The primary concern is the loss of control you have over how your message is perceived, in addition coverage is not a guarantee.
- Traditional media channels can vary extensively within each category (TV, Newspaper, magazine, Internet, Radio) Features may be in the context of news, feature, editorial, entertainment, and public service.
CHAPTER 21
Monitoring mechanisms should be in place before implementation to keep and eye on your campaign, to retrieve feedback, and to catch problems in early stages.
- These tracking mechanisms can track the progress of programs through outreach activities, target audience response, media exposure, online buzz, and issue monitoring.
- Using these techniques to track the progress of the campaign can ensure the campaign is being carried out as planned, ensure quality, address current and/or future problem, and asses the results of the program.
SECTION VII
ReplyDeleteCHAPTER 22
Evaluation of your programs can create accountability and help to improve your program both during the implementation stages and after implementation.
- There are 3 main questions and stages of evaluating the social marketing campaign. What should we do, is answered through formative evaluation. How are we doing, is diagnosed through process evaluation. While did we do it? Is summed up in the summative evaluation.
- When done correctly evaluation can provide valuable feedback, however there are many challenges in creating an evaluation. Unrealistic expectations, limited resources, dependence on a single method, unsuccessful models, and resistance from staff can all cause challenges in evaluation.
CHAPTER 23
The design of the evaluation will be determined by where our data is found, what points we take measurements, and whether or not we will use comparison groups.
- There is an option to create your own data and records, or use data that has already been collected by secondary sources. The four most common approaches to evaluation include: data from existing records, same-group pretest/posttest, and comparison to a standard, and evaluation indicators.
- The decision to use a cross-sectional or prospective study should be made in the early stages.
CHAPTER 24
Different methods should be used to collect data both quantitative and qualitative data; surveys, observations, questionnaires, etc.
- Surveys are the most widely used method to determine the success of campaigns. There are different methods of survey distribution that can be used, each with their own advantages and disadvantages.
- Observations seem like a simple task, however it is necessary to have a systematic approach that ensures validity and reliability of the results.
CHAPTER 25
Evaluations are beneficial for many reasons, however they are most beneficial in learning how to improve your social marketing program.
- It is ideal to get feedback in real-time. It is not as useful to get feedback at the end of the program when it is too late. Responding to problems in real time can create an effective campaign.
- Use what you have learned from past mistakes or pretests in future programs. The lessons learned of how to make the process run smoothly, which elements worked and did not, etc. can be very helpful.
Question: How much of the work in a social marketing campaign is done on the front end?
This comment has been removed by the author.
ReplyDeleteChapter 14
ReplyDeletePretesting is an essential part of the social marketing process and will help you determine if your campaign will be effect.
By pretesting, you can accomplish: ” …That the target audience comprehends the messages. Detect other interpretations of your messages. Catch potentially costly mistakes. Tune back into the real world. Make the materials more appealing. Identify details that subvert the message.Select from among several potential approaches.”
Pretesting Criteria: Comprehension, Relevance, Noticeability, Memorability, Credibility, Acceptability, Attractiveness, Knowlegdge, attitude and/or belief change, Strong and weak points.
Chapter 15
Pretesting ideally should include both qualitative and quantitative research methods.
Common pretesting methods: Focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review.
Focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.
Chapter 16
Pretesting is over, now it’s time to take all that material; weed out all the change items, and start pilot testing.
Analysis the “definitely change” … Factual errors, unclear sentences or words, changes noted by a clear majority (so long as the changes are reasonable), easy changes (wording, color, layout), Elements or versions that definitely do not work.
The best way to gauge the potential success of your social marketing program is through pilot testing (also knowing as “test marketing”)
Question: How many pilot test are sufficient before implementing your campaign to the Nation?
Chapter 17
ReplyDeleteYou shouldn’t jump right into setting your campaign in motion. You should have a well thought out plan so it goes smoothly.
Comprehensive plan includes a Deployment plan, a public relations plan, a social media engagement plan, and an internal readiness plan.
Create some talking points to help the spokesperson communicate the key ideas of the campaign… Those four points should include Facts about the problem including local statistics, how your program is addressing the problem, why you chose to use that approach, and responses to foreseeable objections to your program.
Chapter 18
Understanding how to buy media space without breaking your campaign funds the more you know the more control you have over the process.
Paid v. Free media – your campaign will benefit much more from paid media services but PSA’s will work if money is tight… The chief advantage to buying media time and space is that you can direct exactly when and where your ads run.
Among the pieces of information in the media kit that are most important for you to note and understand are the following: Publication schedule, Closing dates, Size of advertising units, Cost, Format, Placement, Geographic targeting.
Chapter 19
Social media are key outlets to get your audience engaged , using as many social media tools as possible will make your campaign stronger.
What are social media? ...new online tools have emerged that make I easy for people to connect and interact… In contrast to traditional websites, which is mostly static and centrally managed, social media sites are dynamic, with new content added by the users rather than just the site managers.
Social Media tools: Blogs, Micro-blogging, Social network sites (ex: facebook)
Chapter 20
Find as many avenues in getting your ads noticed…. Generating Publicity is earned media that can help your ad if you don’t have top dollar funds.
Public relations strategies as part of your social marketing program accomplishes: Lends credibility to your program and message via news coverage, reaches many people at once, does not require purchase of media time or space, develops mutually beneficial long-term relationships with media, and gets your message out quickly and efficiently.
PR Methods accomplish – Supplement and reinforce your campaign with target audience, reach your secondary audiences, increase community awareness of your program and put pressure on policymakers to address your issue.
Chapter 21
Feedback can be one of the biggest tools in your playbook when implementing your campaign due to it letting you know if any messages are unclear or if any problems are occurring in early stages.
Tracking the progress of your program helps you to accomplish the following: Ensure that the elements of the program are being carried out as planned, ensure quality, address any potential problems that arise, alter the course of the program, keep staff and partners energized, know when you might be running out of materials for restocking, ans assess the results of your program.
Tracking Mechanisms range from simple counts of hone calls and materials o complex analyses of management practices such as… Outreach Activities: Tracking Methods – Materials inventory, distribution list, materials placement audit, digital materials distribution tracking.
Question:
If your campaign fails at implementation and feedback isn’t sufficient enough. How can you salvage all your work? Do you stop implementation until can obtain the info needed?
Chapter 14:
ReplyDeleteDiscusses about the pretesting is important in the social marketing, it is necessary as well as a basic strategy surrounding the social marketing. And it can help see how effective the product would be on the target audience.
“The benefits of pretesting can do a lot to improve your materials, it is not infallible. The results are only as good as the quality of the research and interpretation.” “There are no guarantees that the program will be successful. Pretesting can give you an indication of the strengths and weaknesses of your material, but it cannot definitely determine what will work.” pg.162
Chapter 15:
This chapter is talking about how the effective pretesting should be preparing, including qualitative and quantitative research methods, strategies for the specific pretest.
“Pretesting ideally should include both qualitative and quantitative research methods. The strengths of one method can help to compensate for weakness of another.” “Some planning is essential before starting any pretest activities. First, decide which pretesting methods you will use. Then, prepare for the pretest by developing the appropriate type of questionnaire and recruiting the participants.” pg.165
Chapter 16:
Talking about once pretesting has been completed, what you need to do with your pretesting results, you can analyze the results, and it can help you to make your social marketing plan more effective.
“The results might conflict with each other, there might be no consensus, or you might simply not be sure where to start. At this stage, you will analyze and interpret your pretest results, make changes to the materials based on the feedback, pretest the new versions, and then finalize your materials.” pg.179
“ The test market can help to diagnose strengths and weaknesses of the program so that each element can be fine-tuned. Pilot testing helps the staff become experienced in operating the program and in measuring real-life costs.” pg.182
Chapter 17:
ReplyDeleteThis is talking about after social marketing completion of the pretesting, next is to consist of the implementation plan deployment. Which is included public relations, social media engagement, and internal readiness.
“A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan, and internal readiness plan.” “Rather than jumping into implementation as soon as your materials are ready, take some time to plan each necessary step. The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.” pg.187
Chapter 18:
To understanding the necessary channels, which will be important to plan the traditional media outlets you are buying about. And you can save organization of the commission which is often paid to media buying agencies.
“With an introduction to how it all works, you can navigate the world of media buys yourself to save your organization money and have more control over the process. Or, if you have a more complex media buy, you may decide to work with a professional media buyer who knows the ins and outs and can save you time and money.”pg.197
Chapter 19:
In the social marketing social media is really important, as a part of the marketing it can be an incredibly and influential tool. The supplement can be more traditional mass media marketing.
"Use mass media to do what it does best: to reach the masse. Traditional forms of media such as television, radio, and magazines reach large numbers f people with a relatively shallow message. Use social media to then draw the vertical line down with deeper engagement for a narrower segment of the audience." pg. 209
“The wide variety of social media tools, with more launching every day, means that no book could explain how to use all of them. There are, however, principles that cut across all the tools that ensure that you will be more effective in your social media interactions.” pg.211
Chapter 20:
This chapter describes about public relations has a large importance in the generationg publicity for the social marketing message. It seem like a bargain to the traditional media and it is necessary need to reaches the audience in the correct and find a most effective way.
“Public relations cam be useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets. On the other hand, if your target audience does not pay much attention to the news, then these techniques might not be worthwhile for your program.”pg.229
“ You can use public relations methods to accomplish the following: supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, put pressure on policymakers to address your issue.” pg.230
Chapter 21:
Before the implementation, you must interpret the results by process feedback and tracking mechanisms.
"Before implementation even begins, put monitoring mechanisms in place to retrieve feedback on the program and to catch any problems in their early stages." "Most problems can be easily solved if you detect them early enough, but left unchecked, they can mean the difference between success and failure." pg. 247
“Tracking methods: materials inventory, distribution list, materials placement audit, and digital materials distribution tracking.” pg.249
Chapter 22:
ReplyDeleteEvaluation is necessary and difficult to do in the social marketing, however to receive the feedback, it can help you to benefit your goal. Some social marketing sponsors are require and evaluation, that will beneficial both the sponsor and the grantee in the social marketing.
“Evaluation creates accountability. For this reason, many people are wary of having their programs evaluated and would to prefer to rely on anecdotal evidence of success rather than actual data that may or may not reflect well on them.”pg.259
“The anxiety often felt by new social marketers about evaluation is not entirely without basis. Done correctly, an evaluation can provide valuable data and feedback.” pg.262
Chapter 23:
This chapter talking about the evaluation design with data, and evaluation indicators can help determine the effect of your program on the target audience.
“This will determine where you find your data, at what points you take measurements and whether you will use comparison groups. The design you use to carry out the evaluation will depend in part of your research and length of time the program is implemented.” pg.265
“ For small-scale social marketing programs, the most common evaluation design is to take a measurement of the target audience before and after implementation. This generally is the least expensive method of collecting valid data if you are conducting primary research.” pg.266
Chapter 24:
There are several methods which can be used in your evaluation, they are very important. The evaluation process includes focus groups, surveys, observation and qualitative methods.
“Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data, preferably those that can be compared to the same measurement before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.” pg.271
“Although you still will be looking for evidence of changes made as a result of your social marketing program, you will find it couched in the experience and viewpoint of individuals rather than as general trends in a population.” 274
Chapter 25:
The feedback is used to improve the program, as well as to develop and create strong for further social marketing goal.
"The ultimate purpose of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs, The results will do no good to anyone if they are not acted on or are immediately retired to a shelf." pg. 277
“Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time-as events actually occur-allows you to improve your program when it occur-allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” pg.277
Section V
ReplyDeleteChapter 14
A) Pretesting is an important component in making sure that your message is received and understood by all target audiences.
B) "Pretesting is important because it addresses everything that might go wrong during your campaign. This time allows you to catch potentially costly mistakes."
Chapter 15
A) There are several different ways of pretesting, all of which are talked about throughout this chapter.
B) "Common pretesting methods include the following: Focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, expert and gatekeeper review.”
Chapter 16
A) It is very important to interpret your data after your pretest is completed in order to make your social marketing plan as effective and efficient as possible before finalizing your plans.
B) "“At this stage, you will analyze and interpret your pretest results, make changes to the material based on the feedback, pretest the new versions (if necessary), and then finalize the materials.”
Section VI
ReplyDeleteChapter 17
A) An implementation plan which includes a plan for development, public relations, social media engagement and internal readiness, will allow you to fully plan out what will happen before you actually implement your campaign.
B) "A comprehensive plan includes a deployment plan, public relations plan, social media engagement plan, and an internal readiness plan."
C) "A deployment plan will help you to think through all the steps involved in producing your materials and getting them from point A to point B."
Chapter 18
A) Owning media to run your ad through allows you to be in control of when the audience is reached, and also allows you to place it strategically.
B) “The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs.”
Chapter 19
A) From engaging in social media throughout your campaign, you can ensure that your audience will see your campaign as trusting and authentic."
B) Social media principles are what you need to be to effective throughout the campaign. They include be authentic, share, be relevant, engage in 2-way conversation, and be an enabler. If followed, your possible social media outcomes can be very positive and achieve things such as improving the reputation of your organization. Blogs, microblogging (twitter), and social networks are all tools you can utilize throughout social media engagement.
Chapter 20
A) Including public relations with your traditional media, you can accomplish many more objectives and goals in your campaign.
B) “You can use public relations methods to accomplish the following: supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, put pressure on policymakers to address your issue.”
Chapter 21
ReplyDeleteA) By monitoring and tracking the progress of your program, you will be able to evaluate and analyze any problems, issues, and successes of your campaign.
B) "Tracking the progress of your program helps to accomplish: ensuring that the elements of the program are being carried out as planned, ensuring quality, addressing any potential problems, altering the course of the program, keeping staff and partners energized, knowing when you might be running out of materials, and assessing the results of your program."
C) “Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what comprised the actual intervention. You can evaluate the effects and contributions of each piece of the program to change or remove elements that are not working as intended."
Chapter 22
A) Evaluation is usually the last step of the plan and it measures the outcomes of behavior change due to your campaign.
B) “Outcome measures are commonly used in summative evaluation to link achievement of the program’s objectives to campaign activities.”
Chapter 23
A) Using data from existing records, same group pretest-protest, comparison to a standard and using control groups are some of the commonly used approaches for creating an evaluation design.
B) “With any research method you choose, you first will decide how to structure your evaluation design. This will determine where you find your data, at what points you take measurements, and whether you will use comparison groups.”
Chapter 24
A) In order to collect both quantitative and qualitative data efficiently, one must consider using the different methods of monitoring success, such as surveys, observations and questionnaires.
B) “Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task.”
C) “Surveys are by far the most widely used method to assess the success of a social marketing program."
Chapter 25
A) By listening to what people say and evaluating your campaign status during the process, it will be easier to see what successes you have made, as well as what you need to improve for the future.
B) “The feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time, as events actually occur, allows you to improve your program when it counts rather than retrospectively realizing what you should have done.”
Ch. 14
ReplyDeletePretesting is a crucial component to the success of a campaign.
“The campaign slogan might seem clever to you, but the words might mean something completely different to the target audience” 161
Many times creativity is lost on others and pretesting will be able to detect that.
“The target audience will serve to check ideas that seem good in theory but do not work in practice.” 162
Pretesting allows you to see how effective a campaign can be prior to the actual launching of the campaign.
How negative would results to pretesting need to be to completely eliminate the campaign as a whole?
Ch. 15
Deciding precisely which pretesting methods are most appropriate for your campaign will set you up for a good pretest.
“Intercept interviews are an efficient way in which to collect quantitative data.” 166
On the spot interviews with consumers allows for interviewers who have been trained to gain immediate data in regards to pretesting.
“Natural exposure testing occurs when respondents view or hear the ad in a normal setting such as on their own television or radio at home”
Natural exposure is another method of pretesting that produces one of the more reliable results as it happens where the target would normally see the advertisement instead of in a room with ten other people and a few pizzas.
Would people feel pressured with a on the spot interview?
Ch. 16
Breaking down the results of your pretest will allow you to decide what aspects of your advertisements you want to keep and which you should change.
“ Many of the necessary changes will be obvious as your look at the results.” 179
Pretesting grants you a chance to see the necessary changes, as they will be obvious.
“The ‘possibly change’ items might include the following: elements that some people suggested changing but with no clean consensus and elements that confused a few people but were understood by most people” 179
Taking the time to break down your observations into categories will allow for you to see trends.
How often are ideas seen as do not change ideas as people’s opinions vary so much?
Ch. 17
Being over eager to begin a campaign should be avoided as you should develop an implementation plan.
“A deployment plan will help you think through all the steps involved in producing your materials and getting them from point a to point b. “ 187
A deployment plan allows you to see the possible issues that can affect your campaign in the first few days of deployment.
“Whether your own staff or that of other organizations ensure that all involved know what to do once they have materials in hand.” 188
The materials that you worked on and paid for are useless if those who are handling them do not know what to do with them. Taking the time to develop a deployment plan can allow for your materials to be handled as effective as possible.
How else can future issues be discovered before implementing a campaign?
Ch. 18
Purchasing the correct form of media and then having that media played at the correct time and place is crucial to the success of your media campaign.
“The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs.” 197
If you were to run an ad aimed at children at 10 PM, not many children would see the ad and it would not be as effective as it could be if it were run at a time during the day.
“The two main variables you need to consider as you plan your media buys are reach and frequency.” 198
If your ad is only running once a day in another county, that ad is useless, but if the advertisement is running once an hour in your area, that ad would be much more ideal.
Is radio advertising a dying breed with the influx of social media?
Ch. 19
ReplyDeleteIf you want to reach as many people in an area as you can mass media is the way to go, but to reach a specific audience and begin a relationship with them, social media is crucial.
“In contrast to the traditional website which is mostly static and centrally managed, social media sites are dynamic, with new content added by the users rather than just the site managers” 209
Social media sites allow you to see exactly what the consumer/target audience is saying and how they feel as many people will be more emotionally open on social media than in person.
“To be most effective, you need to think in terms of building relationships with the people you’re trying to reach.” 211
“Liking” a page on Facebook is a lot different than actually having questions and comments answered and responded to by the group. Tweets sent to businesses and groups by average users of Twitter can be strong examples of feedback and tweeting back at these users can produce brand loyalty and problem solving.
What are the dangers of social media for a social marketing campaign?
Ch. 20
Public relations is a crucial part of social marketing.
“As with every aspect of your social marketing campaign, be strategic in your public relations plan. Set goals consistent with your overall program strategy” 230
Public relations should not be an emergency plan b situation when dealing with a problem; these issues should be seen ahead of time and be prepared for.
“Often, what we consider newsworthy and exciting in our own programs would make a reporter yawn.” 231
Having a legitimate story is crucial when looking for press. Connect an hot button issue in the local news cycle with your group and a reporter will jump at the story.
How often is public relations overlooked as a key component?
Ch. 21
The putting in place monitoring mechanisms can facilitate discovery of issues and concerns within a campaign.
“The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices” 249
No matter how big or small your campaign is, looking for issues and success is crucial. Simply asking people how they heard about your issue or product is one form of monitoring success and failure.
“…determine whether paid media ran as scheduled…” 250
Media is no good if it isn’t being run at the proper time or in the proper area. If media was not run and you do not know, that is your own fault.
Should a campaign put finances into monitoring mechanisms?
Ch. 22
Evaluation and feedback should be consistent throughout the campaign.
“Evaluation creates accountability” 259
Without evaluation, issues can go unnoticed and if you wait till the end of the campaign to look at feedback and evaluation, you may not be able to succeed to the campaign’s full potential.
“ Impact evaluation makes the leap from the behavior change to health or social outcomes.” P261
Just putting a campaign in motion is good, but being able to say that a certain percentage of people changed their behavior is even better.
At what point do you consider a campaign over?
Ch. 23
ReplyDeleteThere are many different forms of research one can use to structure the evaluation.
“Before you decide the actual method you will use, such as survey, observations, or qualitative, determine the points at which you will collect the data and how complex the evaluation design will be.” 265
Methods to evaluate your campaign can be as extensive or shallow as you want. Money can be a factor.
“If you cannot use a control group in your design but wish o have an external standard with which to compare your results, you might be able to find a state or national data or the same time period that will give an indication of overall trends.” 267
Methods of evaluation do not need to be expensive or in depth.
Are some campaigns so unsuccessful that they do not even bother to do research after?
Ch. 24
Both quantitative and qualitative data should be collected when evaluating a campaign.
“Surveys are by far the most widely used method to assess the success of a social marketing campaign.” 271
Surveys are most widely used as they are the easiest to administer.
“Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task.” 272
Observation can give you a better read on the actual response and feeling of the target audience.
Is more weight put on qualitative or quantitative data?
Ch. 25
Feedback should be used to better future campaigns.
“Ideally the feedback function should not wait until the end of the program when summative evaluation activities are complete.” 277
Feedback, when collected at the end of a campaign, can be used to better a future campaign, but if the feedback is gained during the campaign, the campaign can be bettered.
“You can learn and apply the lessons gleaned from the outcomes of this program.” 278
I’m tired and I don’t particularly want to do this any more.
Will we need to do this for the next book as well?
Section V
ReplyDeleteChapter 14
Thesis: Prestesting helps determine if the audience can comprehend and understand the desired effect and message and if that will be met by using the design and materials that are already set out.
1. “It is better to have excellent materials later than to provide mediocre materials immediately…Built a pretesting period into your project timeline to ensure that you have plenty of time to get feedback and make changes (if needed).”
2. “The results are only as good as the quality of the research and interpretation…Pretesting can give you an indication of the strengths and weaknesses of your materials…”
Chapter 15
Thesis: Focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review are all commonly used methods for pretesting.
1. “Pretesting should ideally include both qualitative and quantitative research methods.”
2. “Usually when using quantitative methods for pretesting, you are most interested in the numbers and percentages of people who think or respond in a particular way.”
Chapter 16
Thesis: By using the pretesting results, you can analyze them, interpret them, make changes due to what is found in the feedback, pretest what you change, and then finish everything.
1. “Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics (e.g., text, visual design, message concepts).”
2. “The test market can help to diagnose strengths and weaknesses of the program so that each element can be fine-tuned.”
Section VI
Chapter 17
Thesis: Developing an implementation plan is important in the process of creating a campaign that runs smoothly.
1. “The media can be a very effective ally in getting your message out to your target audience. Use public relations strategies to attract coverage by the “free” media such as news outlets and talk shows.”
2. “The internal readiness plan focuses on the reactive side of your outreach efforts. This can be just as important to your campaign as other public relations activities.”
Chapter 18
Thesis: Media is important for organizations for advertising and it can save both time and money.
1. “The chief advantage of buying media time or space is that you can direct exactly when an where the ad runs. If you know that members of your target audience tend to listen to a particular radio station as they drive to work in the morning, then you can ensure that your ad will run at that time.”
2. “If you are not working through a media service, call the radio or television stations that you know or think that your audience watches or listens to.”
Chapter 19
ReplyDeleteThesis: Mainstream media and Social media both are important in different ways and both help with relationships.
1. “As new online tools have emerged that make it easy for people to connect and interact, a new paradigm in marketing is evolving.”
2. “The biggest sin in social media (or any kind of communications) is being boring. To get people to pay attention to you, you need to offer something of value.
Chapter 20
Thesis: Publicity and public relations are important and effective in relaying your marketing message.
1. “If you want to reach the same target audience, then refer back to your research on the group’s media habits and work through those outlets to get your message to that group.”
2. “Determine exactly what you want to accomplish through your public relations efforts…As with every aspect of your social marketing campaign, be strategic in your public relations plan.”
Chapter 21
Thesis: Monitoring mechanisms helps with feedback for the campaign and helps with any possible problems that could happen.
1. “Process evaluation activities monitor the day to day operations of your program so that you can say with relative certainty what comprised the actual intervention.”
2. “Before putting monitoring mechanisms in place, determine your process evaluation objectives.”
Section VII
Chapter 22
Thesis: Evaluation is important and beneficial in order to have a successful social marketing campaign.
1. “Evaluation creates accountability. For this reason, many people are wary of having their programs evaluated and would prefer to rely on anecdotal evidence of success rather than actual data that may or may not reflect well on them.”
2. “Your evaluation need not be conducted by an outside evaluator, although if you lack research expertise on your staff or wish to ensure a totally objective assessment, you will find a consultant quite useful.”
Chapter 23
Thesis: In order to be reliable, your plan needs to have experimental design in order to prove itself and how it is successful.
1. “A true experimental design allows you tot state with relative certainty that it was your campaign, rather than other outside influences, that caused any differences you find.
2. “Before you decide the actual method you will use, such as a survey, observations, or qualitative techniques, determine the points at which you will collect the data and how complex the evaluation design will be.”
Chapter 24
Thesis: Different methods of evaluation helps with a broad understanding and range of information that could be important.
1. “Although it sounds very simple, observation requires a systematic approach to ensure valid research results.”
2. “The questions you ask using qualitative methods will be somewhat different from those in a survey because you can draw out more detail and context.”
Chapter 25
Thesis: Feedback is important for the future benefit and potential of the campaign.
1. “If you feel that others could learn from your efforts, then take the time to write up a synopsis of your project for publication as either a journal article or a brief program note.”
2. “Use what you learned from the experience to continually improve your program.”
Question: On average, what is the least effective source of media overall for any general audience (in terms of reaching out to all ages)?
Chapter 17
ReplyDeleteThe implementation plan covers all of the aspects needed for a successful plan implementation plan before and after it is introduced
-"In addition to having a social media tools set up on time for the program launch, you will need to create a plan for how your program will engage with people via social media."
-" To avoid panic stricken receptionist and staff have a plan for inquiries from the media that may be positive and negative
Why is clearly communicating your plan and responsibilities to your team so important?
Chapter 18
You do not need to be an expert to place your own ads, evaluating the options based on your needs is the best way to effectively advertise.
"The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs"
"Purchasing advertising on social network sites gives you the opportunity to reach your audience in a very targeted way. networks like Facebook, and myspace let you dig deeper into interest and occupation categories" p206
How do can you tell what type of media is right for your objectives?
Chapter 19
Social media is only as good as how well you engage with it
"Think about your program as being and enabler, providing a place for people to gather online to get more information"
The biggest difference between social media an traditional media is that these tools allow for two way conversation"
How do you measure success based on your time, money, effort, and how often will you track this?
Chapter 20
Establishing credibility to your program is largely focused on publicity, publicity reaches a large audience, is free, and effective.
"start to establish beneficial working relationships with the reporters and producers at key outlets before you need to pitch them a story"p235
"Many commercial and social marketers have had success in reaching out to a blog's readers by working with the blogger to get the word out"
How can publicity negatively effect a program?
Chapter 21
Monitoring a campaign before it even starts is the only way to judge what elements are beneficial and which ones should be adjusted.
"Before putting monitoring mechanisms in place, determine your process of evaluation objectives." p248
Effective monitoring involves stain goon top of trends in your programs activities and ensuring that implementation is on the right path toward accomplishing program goals" p247
How can taking audience responses into account not be the most credible resource?
Chapter 14.) Pretesting principles is important because you are able to see if the marketing plan that you have created will produce a positive effect.
ReplyDelete-The most important part of pretesting your plan is to create focus groups. Focus groups are a way to get feedback from your target audiences.
-It is very possible to misinterpret the information that you gather from focus groups so you have to be careful when analyzing feedback.
Chapter 15.) Prior to starting your pretesting activities, it is key to remember to include both qualitative and quantitative research methods.
-“Common pretesting methods include the following: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review.”
-It is helpful to incorporate professionals in your field of research because they have extended knowledge on certain topics and may have the ability to help make new connections for your plan and give advice going forward.
Chapter 16.) After conducting pretesting, you must use your results to change your plan and improve it. After this point, you are able to analyze and interpret your results and then make changes based on useful feedback.
-The pretesting stage does not have a certain time limit on it so you have to use your own discretion as to when you feel you had received enough feedback to move on from this point.
-The items that you are going to want to absolutely change in your plan after conducting pretesting analysis include: factual errors, unclear sentences or words, changes noted by a clear majority, easy changes like the physical looks, and finally elements that just clearly do not work or fit within your plan.
Chapter 17.) “A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan, and an internal readiness plan” (page 187).
-Public relations is a very important part of your plan because here you are able to reach your audiences in a number of ways and it helps you develop a media contact list.
-You should assign one person to be in charge of being the spokesperson for your campaign so that you do you not have many different people responding to certain communication areas of your campaign and so you can stay consistent.
Chapter 18.) “Your campaign will benefit much more as a result of investing money into media buys.”
ReplyDelete-There are many different areas of the media that you have to consider when determining how to project your campaign and what areas you think will benefit from investing in.
-The areas of potential media campaigning include online media, out of home media, print media, and broadcast media.
Chapter 19.) Social media has become a huge part of marketing campaigns in today’s society. This allows people of all ages to connect easily with other people who have similar interests.
-When thinking about incorporating social media in your campaign, “you will need to think through what your overall objectives are, who your audience is, and how much time you have put into social media activities before determining which tools make most sense.”
-There are so many social networking sites that you can be a part of today but among the most popular are: Twitter, Facebook, MySpace, LinkedIn, and Ning.
Chapter 20.) The public relations aspect of your campaign has both positive and negative results. It is useful because it allows for coverage by appropriate and traditional media but if your target audience does not focus on the news and this sort of coverage than it will be ineffective.
-It is important to select who the target audience of your public relations efforts is very carefully so that you are not spending unnecessary money targeting the wrong people.
-You must ask yourself many questions regarding public relations outreach like the following: “who will you contact in the media?”, “how will you contact the media?”, “what type of coverage do you want?”, “what is your news?”, and “why do you want media attention?”.
Chapter 21.) It is crucial to place monitoring mechanisms in place for your plan so that you are able to identify problems early on.
“The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices” (Page 249).
-Tracking activities help you answer many questions about your plan that you may be initially worried about regarding the effectiveness.
Chapter 22.) Evaluation should be seen “as an opportunity to prove that your program has made a difference” rather than a time to be worried about the results. It is an area that focuses on positive improvement for your campaign.
-There are three areas of evaluation that include: formative, process, and summative.
-There are many challenges that you may face during evaluation and some of these include: unrealistic expectations, limited resources, reliance on a single method, using the wrong model, asking the wrong questions, technical problems, resistance from others, waiting until the end to start evaluating, and failure to use your results.
ReplyDeleteChapter 23.) “In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience” (Page 265).
-Having the ability to pretest and posttest a group is important so that you can evaluate how well the audience was effected by your campaign.
-“Individual- level indicators encompass measures such as the following: knowledge, attitudes, beliefs, stage of change, and demographics” (Page 268).
Chapter 24.) “Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement” (Page 271).
-Many campaigns will use surveys in order to get feedback and assess the success of a plan.
-“Qualitative methods for gathering evaluative data include the following: In-depth interviews, focus groups, and anecdotal feedback mechanisms” (Page 275).
Chapter 25.) All of these evaluation activities are used to learn how to make your campaign better and in order to determine what areas need improvement.
-Writing an evaluation report is important to recognize the process and what needs to be worked on
-The evaluation report should include: program background, evaluation methodology, evaluation findings, and recommendations regarding your plan
Question: In regards to public relations, how do you know if you are using the right techniques and resources to reach your target audiences?
Section V
ReplyDeleteCH14
When it comes to social marketing, pretesting is a vital component in order to determine whether or not your materials will do what it is that you intend for them to do.
Sine pretesting criteria are: comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge, attitude, and/or belief change, and strand and weak points. (pg 163-164)
“Pretesting can give you an indication of the strengths and weaknesses of your materials, but it cannot definitely determine what will work.” (pg 162)
CH15
Common methods for conducting a pretest are: focus groups, intercept interviews, self-administered questionnaires, theatre or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review.
Self-administered questionnaires are not always the best option for pretesting, due to potential for a low response rate because it is possible for potential respondents to disregard and not complete the questionnaire.
“In printed materials, the readability of the text is critical, particularly for audiences that are likely to have lower reading levels that the general population.” (pg 169)
CH16
Once you have completed any pretests, is it important to take a look at all of the information that you have obtained in order see if there are things that need working on or changes.
“The pretesting stage can go on indefinitely, moving back and forth from message and materials development to pretesting until your results show that not a thing should be changed.” (pg 180)
“The best way to gauge the potential success of your social marketing program is through pilot testing (also known as “test marketing”). This is the ultimate pretesting method. By bringing together all of the elements of the marketing mix in a real situation, the pilot test provides a “dress-rehearsal” before launching the program in all locations.” (pg 181-182)
Section VI
ReplyDeleteCH17
Any form of social marketing requires an implementation plan that includes a deployment plan, public relations plan, social media engagement plan, and an internal readiness plan.
“The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.” (pg 187)
“To prepare others in your organization for implementation and to bring them on as part of the social marketing team, educate your staff, volunteers, and partners’ staff about what you are trying to do.” (pg 190)
CH18
When planning a social marketing campaign, it is important to look into the different types of traditional media available.
The components of a media kit that are important to take into consideration are: publication schedule, closing dates, size of advertising units, cost, format, placement, and geographic targeting. (pg 202)
“Purchasing advertising on social network sites gives you the opportunity to reach your audience in a very targeted way. Because people share so much personal information about themselves and their interests, the sites are able to offer the ability to show your ads to people who have noted specific interests.” (pg 206)
CH19
When it comes to social marketing, social media can play a major role in making a campaign successful.
“As new online tools have emerged that make it easy for people to connect and interact, a new paradigm in marketing is evolving. In contrast to the traditional website, which is mostly static and centrally managed, social media sites are dynamic, with new content added by the users rather than just the site managers. Traditional websites provide a one-way flow of information, from the site’s creator to the user, while social media sites offer opportunities for users to interact with the sites content and other content creators. “ (pg 209)
There are 10”Cs” that are important when it comes to social media: communicate your message, converse with others, connect with people with similar interests, collaborate and co-create content, collect and categorize information online, collective wisdom pooled in one place, customize your online work environment, community building, consumer research, customer service. (pg 211)
CH20
Public relations can play a major role in a social marketing campaign as long as it is used in the correct way and targeted in order to reach the proper audience.
“Determine exactly what you want to accomplish through your public relations efforts. Do you want to direct people to your program? Promote a particular attitude or behavior? Advocate for policy change? The answers to these questions will determine who you should try to reach with your message and which media outlets and blogs you should target.” (pg 230)
The media prefers stories that contain at least one of the following elements: timeliness, general interest, local angle, conflict, human interest, novelty, celebrity, and superlatives.” (pg 232)
CH21
It is important to receive feedback on your social marketing campaign and make any necessary changes, before actually putting the campaign into action.
By tracking the progress of your program, you can: ensure that the elements of the program are being carried out as planned, ensure quality, address any potential problems that arise, alter the course of the program (if necessary), keep staff and partners energized, know when you might be running out of materials for restocking, and assess the results of your program. (pg 247)
There are different types of tracking methods in order to keep tabs on all aspects of a social marketing campaign.
Section VII
ReplyDeleteCH22
Evaluation is extremely important when it comes to any social marketing campaign and creates a sense of accountability.
“The anxiety often felt by new social marketers about evaluation is not entirely without basis. Done correctly, an evaluation can provide valuable data and feedback. Done poorly, an ineffective campaign might receive a glowing review, or the positive effects of a well-constructed program might go undetected.” (pg 262)
Issues often faced in evaluation are: unrealistic expectations, limited resources, reliance on a single method, using the wrong model, asking the wrong questions, technical problems, resistance from program staff and participants, waiting until the program is over to start the evaluation, and failure to use evaluation results. (pg 264)
CH23
However you chose to structure your particular evaluation with help when it comes to finding out the affect that your campaign had on your specific target audience.
“Before you decide the actual method you will use, such as survey, observations, or qualitative techniques, determine the points at which you will collect the data and how complex the evaluation design will be.” (pg 265)
“For small scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation (and sometimes at additional midpoints for long-term programs). This generally is the least expensive method of collecting valid data if you are conducting primary research.” (pg 266)
CH24
Surveys, observation, and qualitative methods are the three most common types of evaluation methods.
“Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadest view of the effects of your social marketing program and areas that need improvement.” (pg 271)
“Surveys are by far the most widely used method to assess the success of a social marketing program.” (pg 271)
CH25
By using the feedback that you receive through your evaluations, you will be able to implement the information that has been given to you.
“The results will do no good to anyone if they are not acted on or are immediately retired to a shelf.” (pg 277)
“”Effectively using feedback is an interactive, as well as iterative, process in which the elements of your program constantly are adjusted in relation to other components based on new information.” (pg 277)
Section 5
ReplyDeleteChapter 14: Everything can be tweaked but there is such a thing as too much attention to detail. Yes, campaigns want to run a foolproof campaign. But there’s always going to be setbacks, so pretesting into every little aspect is always a great way to make sure that doesn’t happen.
Quote 1: The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately. If these are materials you will be using for years to come, then a difference of a few weeks in development will not mean much in the long term.
Quote 2: Although pretesting can do a lot to improve your materials, it is not infallible. The Results are only as good as the quality of the research and interpretation. Even when pretesting is performed well, however, there are no guarantees that the program will be successful. Pretesting can give you an indication of the strengths and weaknesses of your materials, but it cannot definitively determine what will work,
Chapter 15: There are many methods to pretesting that could benefit a campaign but also potentially be a waste of time. So picking the one that best suits you is something that you’ll have to be very careful about in order to run efficient pretests.
Quote 1: Intercept interviews are a way of reaching a large number of people quickly and relatively inexpensively.
Chapter 16: After all the necessary pretesting conducting has been done. A campaign must really understand, and take all the evaluations into consideration to further analyze and tweak their feedback.
Quote 1: Throughout your pretesting activities, you probably will have noted items for this category without much problem. Many of the necessary changes will be obvious as you look at the results.
Chapter 14
ReplyDeletePretesting your campaign with your target audience is an important step not only in the finalization of your program, but it also gives your program the best chance at success for years to come
“Pretesting might seem like an ‘extra’…but there are many reasons to pretest your materials…with the target audience before finalizing them. By pretesting, you can accomplish the following…ensure that the target audience comprehends the messages, detect other interpretations of your messages, catch potentially costly mistakes…etc”
“The following list suggests some of the measure syou can use to determine whether you need to make changes in your overall campaign, in particular elements, or in minor details: comprehension, relevance, noticeability, knowledge, attitude, and/or belief change, etc”
Chapter 15
There are many different methods with which to conduct pretesting and it is important to weigh the pros and cons of each and decide which ones are right for you to use.
“First, decide which pretesting methods you will use. Then prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants.”
“Common pretesting methods include the following: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, and expert and gatekeeper review”
Chapter 16
Once you have gathered information from pretesting you must analyze the results and make changes to your program as you see fit and from there you can either do another round of pretesting or move on to a pilot test
“If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially “new” materials. If the materials do not change extensively as a result of pretesting, then you probably can assume that you are done.”
“The best way to gauge the potential success of you social marketing program is through pilot testing (also known as “test marketing”). This is the ultimate pretesting method”
Chapter 17
After you are finalized your program it is time to plan it’s implementation and prepare for what will happen after the program is introduced.
“A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan, and internal readiness plan”
“To prepare others in your organization for implementation and to bring them on as part of the social marketing team, educate your staff, volunteers, and partners’ staff about what you are trying to do.”
Chapter 18
ReplyDeleteThere are many different ways to get the word out about your program including PSAs, TV or radio advertisements, print ads, or online ads and it’s important to do your research and determine which one is best to reach your target audience.
“The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs.”
Consider your target audience’s lifestyle and when it is most apt to be listening to the radio or watching television”
Chapter 19
In order for social media to work towards your campaigns advantage you must build a social media strategy and consider your objectives, whom you want to reach, what tactics you will use to do so, and how you will measure its success.
“…you need to think strategically about how you will use social media. Don’t jump into writing a blog or starting a Facebook account just because it seems that everyone else has one”
“But remember that social media are not about the technology- they’re about people…people spreading ideas and messages to each other, just as they have always done. Social media just make it easier for people to talk to each other in large numbers in a short amount of time. It’s word of mouth on steroids.”
Chapter 20
Before generating publicity for your program plan and considering the following: what is your ‘news’, what type of media coverage do you want, who will you contact in the media, how can you contact the media, what do you have to offer, and how will you respond when the media call you.
“Using public relations strategies as part of your social marking program accomplished the following: lends credibility to your program, reaches many people at once, does not require purchase of media time or space, gets your message out quickly and efficiently, etc”
“As with ever aspect of your social marketing campaign be strategic in your public relations plan. Set goals consistent with your overall program strategy”
Chapter 21
Before implementing your program set in place a monitoring system by way of tracking mechanisms that will allow you to catch and fix any problems in their early stages.
“Tracking the progress of your program helps you accomplish the following: ensure that the elements of the program are being carried out as planned, ensure quality, address any potential problems that arise…etc”
“By keeping your finger on the pulse of the program, you will be able to adapt and make necessary adjustments along the way”
Chapter 22
ReplyDeleteEvaluation is an important step that helps determine the success of your program and can also be used to make adjustments before further implementation of the program
“This type of research investigates the effect that your program had on factors related to the problem or issue it was designed to address”
“Impact evaluation makes the leap from behavior change to health or social outcomes…[it] determines whether the people who adopted the behavior promoted by the social marketing program experience a subsequent reduction in morbidity or mortality (or improvement in quality of life)”
Chapter 23
There are four common approaches to the design of the evaluation of your campaign; analyzing data from existing records, performing same-group pretest-posttest, comparison to a standard, and using control groups.
“The design you use to carry out the evaluation will depend in part on your resource and the length of time the program is implemented”
“An evaluation design consists of the following elements: program goals and objectives, data to be collected, methodology, data collection instruments, data processing and analysis, evaluation report”
Chapter 24
There are a variety of evaluation methods to choose from and it is important to include both qualitative and quantitative methods.
“Surveys are by far the most widely used method to assess the success of social marketing programs. Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change…”
“Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task.”
Chapter 25
Summarize your findings in an evaluation report and use the feedback to improve your program or subsequent programs you are a part of.
“In addition to considering the elements you would change or eliminate from your program, think about what you might add. Are there any new developments in the issue you addressed that should be included in future campaigns? Or has anything changed about the target audience, the community, or your organization that necessitates creating new goals and objectives?
“The following information should be included in your evaluation report: program background, evaluation methodology, evaluation findings, and recommendations”
Question:
Once evaluation is complete do programs really get re-done and re-launched?
Chapter 14:
ReplyDeleteAlthough pretesting may seem like an unnecessary and costly step to the marketing process, it can be very useful when double checking the campaign that can help save money in the long run.
“Build a pretesting period into your project timeline to ensure that you have plenty of time to get feedback and make changes (if needed.)”
“Pretesting can you give an indication of the strengths and weaknesses of your materials by it cannon definitely determine what will work.”
Chapter 15:
When conducting pretesting, there are a few different methods you can follow, depending on your campaign, budget and time restraints.
“Pretesting ideally should include both qualitative and quantitative research methods.”
“”It is often helpful to include professionals in the field and representatives of intermediary organizations in the review process.”
Chapter 16:
You should not immediately change the campaign based on the results of pretesting, you mist take time to interpret the results and observe the groups that responded.
“In each topic label each ideal as “definitely change,” possibly change,” or “do not change.” Try to look at the items objectively, setting aside your own feelings about which elements you life or dislike.”
“If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially “new” materials.”
Chapter 17:
Again, instead of getting right into the campaign, a clear plan of how each aspect of the campaign through social media, public relations and deployment needs to be laid out for the people involved in the campaign to make it as smooth as possible.
“Use a kickoff event to introduce your campaign to the media and the community. This could be a press conference in which you preview your ads and explain how and why the campaign was developed.”
“The internal readiness plan focuses on the reactive side of your outreach efforts thus can be just as important to your campaign as other public relations activities, depending on who contacts you and what they with the information.”
Chapter 18:
The cost of traditional media may be worth it for some campaigns, but the option of PSA’s and other free media such as through social networking or online may work for some campaigns.
“Repetition and access to the target audience are the keys to effective media placement, and these are hard to obtain through PSA’s.”
“The chief advantage of buying media time of space is that you can direct exactly when and where the ad runs.”
Chapter 19:
ReplyDeleteSocial media works to engage less people but on a more personal basis and therefore can be very useful to supplement mass media.
“Social media sites offer opportunities for users to interact with the site’s creator and other content creator.”
“People connect with other real people- that’s what powers social media. They don’t want to have a relationship with a computer or faceless organization.”
Chapter 20:
There are many angles you can take to making your campaign ‘news worthy’ and something that through a public relations strategy you can gain support.
“Use public relations to 1. Supplement and reinforce your campaign with the target audience. 2. Reach your secondary audiences. 3. Increase community awareness of your program 4. Put pressures on policymakers to address your issue.”
Chapter 21:
Tracking your campaign and your team’s performance is essential is seeing whether or not the campaign is working and continuing to be effective.
“Effective monitoring involves staying on top of tends in your program’s activities and ensuring that implementations is on the right path toward accomplishing program goals.”
”Externally, assess the effectiveness of each of your partners in disseminating campaign materials or making referrals to program.”
Chapter 22:
Although it creates a sense of fear, an objective and through evaluation of your campaign helps ensure funders or the program as well as shows what did or did not work well.
“Evaluation creates accountability.”
“What should we do? How are we doing? Did we do it?”
Chapter 23:
To evaluate in a fair and true way you can use individual or community based indicators to track the progress of your campaign.
“Because true experimental research can be very costly and requires a high level of expertise, it is not practical to expect from most small scale social marketing programs.”
“The design you use to carry out the evaluation will depend in part on your resources and the length of time the program is implemented.”
Chapter 24:
Evaluation Methods for our campaign consist of surveys, observation, and qualitative methods.
“For qualitative evaluation research, the most useful type of person to recruit as a participant is someone who ahs been at least moderately exposed to the campaign messages or materials.”
“Qualitative methods for gathering evaluative data include the following: In-depth interview, Focus groups, and anecdotal feedback mechanisms.”
Chapter 25:
Real-time feedback helps strengthen your campaign for the future as well as detailed accounts for continuous feedback later on.
“Use your process evaluation to go beyond bean counting and toward more diagnostic qualitative research that can uncover problems or opportunities for your program during implementation”
“Are there any new developments in the issue you addressed in the campaign? Or, has anything changed about the target audience, the community, or your organization that necessitates creating new goals and objectives.”
Chapter 14
ReplyDelete1. Pretesting is very important to make sure that the target audience understands what you are trying to show them
2. A)“Having other professionals conduct a review as well will increase the chances of the content being accurate.” (p. 161)
b)The results are only as good as the quality of the research and interpretation” (pg. 162)
Chapter 15
1. you have to plan ahead when you are pretesting like strategies for specific pretesting
2. a) “Common pretesting methods include the following: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, expert and gatekeeper review” 165
b) “Self –administered questionnaires are a pretesting method that gathers responses from many people simultaneously without requiring a large investment in staff time p.167.”
Chapter 16
1. you need to analyze and interpret the results of the pretest and make changes to the materials depending on the feedback that you have received.
2. A) “ In your analysis, the “definitely change” items should include the following: factual errors, unclear sentences or words, changes noted by a clear majority (so long as the changes are reasonable), easy changes (e.g., wording, colors, layout), elements or versions that definitely do not work.” 179
B) If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially “new” material.” (p 180)
Chapter 17
1. In this chapter we learned about the implementation plan you have to have deployment, public elations, social media engagement and internal readiness
2. a) A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan, and internal readiness plan.” 187
b) "A deployment plan will help you to think through all the steps involved in producing your materials and getting them from point A to point B."(p187)
Chapter 18
ReplyDelete1. In this chapter we learn about how we can buy media space
2. a) “ Talk to the salespeople at each station to find out what is available that meets your specifications and to try to bring the price down or get more value in other ways p.200.”
b) “ Actually your campaign will benefit much more as a result of investing money into media buys. Of coarse, if you do not have enough money to pay for your media placements, then PSA’s are an alternative.” 197
Chapter 19
1. In this chapter we look at how social media allows two-conversations through relationships with people you are trying to reach. You need to find the right channels to be able to do this.
2. a) “Because the focus is on people talking to people, social media are based on relationships.
b) “ The biggest sin in social media (or any kind of communications) is being boring. To get people to pay attention to you, you need to offer something of value p.212.”
Chapter 20
1. the use of public relations can both be an advantage and can potentially be a disadvantageous in a campaign
2. a) “ You can use public relations methods to accomplish the following: supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, put pressure on policymakers to address your issue.” 230
b) “The key to implementing your media strategy is getting your information to the right people at the right places at the right time.” (pg. 234)
Chapter 21
1. to make sure that you do not have any problems and to see them quickly you have to keep track of how your program is doing.
2. a) “To evaluate whether communications were distributed or accessed in the manner and quantities planned,”
b) “Effective monitoring involves staying on top of trends in your program’s activities and ensuring that implementation is on the right path toward accomplishing program goals” (page 247).
Chapter 22
1. By evaluating the program you can make it more successful and you can make the marketer more accountable
2. a) “Evaluation creates accountability.”
b) “The information that a process evaluation provides can help with improving the program during implementation itself rather than waiting until the campaign is over to assess whether the program went as planned (248).”
Chapter 23
ReplyDelete1. when you evaluate your design you should experiment with what you are dong this will allow you to distinguish weather if it is your campaign and not something else that is causing the changed that people are making.
2. a) “With any research method you choose, you first will decide how to structure your evaluation design. This will determine where you find your data, at what points you take measurements, and whether you will use comparison groups.”
b) “ For small-scale social marketing programs, the most common evaluation design is to take a measurement of the target audience before and after implementation. This generally is the least expensive method of collecting valid data if you are conducting primary research.” pg.266
Chapter 24
1. you need to collect quantitative and qualitative date, you need to do so efficiently, one must consider using the different methods of monitoring success, like with surveys observations and questionnaires.
2. a) Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task.”
b) “The questions you ask using qualitative methods will be somewhat different from those in a survey because you can draw out more detail and context.”
Chapter 25
1. For future campaigns it is important to gather the feedback.
2. a)“Use what you learned from the experience to continually improve your program.”
b) “Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time- as events actually occur- allows you to improve your program whit it counts rather than retrospectively realizing what you should have done.” (p 277)
Question
Even if you do everything that we have talked about do you really think that we can for sure say that it was our campaign that changed people behavior ?
Chapter 14: Although time and money consuming, establishing a pretest can help you to understand whether what you’ve developed will create the desired outcome.
ReplyDelete- Understanding how your audience perceives the message allows you to adjust your approach
- There may be multiple interpretations of your message that your audience picks up on.
- Typos and un-representative displays of race and ethnicity will be caught by your audience
Chapter 15: In order to maximize the benefit of a pretest, there are a number of factors to include when designing one.
- Focus groups allow an open dialogue among audience and encourage on-the-spot reactions to various questions, visuals, etc.
- There are pros and cons to each method of pretesting
- Usability testing is “the best way to assess effectiveness of non-communications elements” and “observes how people would use a website/product in the real world” (Weinrich 170). The only downfall of this is coding the data for analysis.
Chapter 16: Analyzing and utilizing pretest results allows you to adjust your message and your campaign accordingly and finalize your materials.
- Categorizing your data allows you to put the findings into comprehensive groups. Some items you will want to change include “factual errors, unclear sentences or words, change noted by a clear majority, easy changes, elements or versions that definitely do not work” (Weinrich 179).
- Pilot testing is another way to gauge your success. “By bringing together all of the elements of the marketing mix in a real situation, the pilot test provides ‘dress rehearsal’ before launching the program in all locations” (Weinrich 182).
Chapter 17: Making a plan for implementing your campaign allows for smooth introduction and encompasses all of the necessary steps and preparation.
- Deployment plan helps to spell out the path that you will follow to produce materials. Some things to consider include dissemination channels, non-communication elements of the strategy, number of copies of each communication piece, keeping track of inventory, and how to distribute materials.
- The public relations plan plays a huge role in getting out your message. Planning events such as a kickoff event grabs the attention of your target audience in a fun, exciting way. Some examples include: walk-a-thon or fun run, health fair, expert panel discussion, concert, or a celebrity appearance.
Chapter 18: A great deal of strategizing goes into considering what media buys to make and how to make the most of your time, resources, and money in order to get your message out effectively.
- There are paid and unpaid media that can both prove to be highly effective in spreading the word about your campaign (PSA vs. Ad placement)
- There are a number of things to consider when choosing to utilize print media. These things include what magazines/newspapers to put ads in, whether to use color or black and white, how large the ad will be, what section you will put it in, how long you will run the ad for, and whether it will reach your target audience
Chapter 19: Social media plays a tremendous role in effective campaigning but does not always cover the vast number of other elements that are covered by traditional marketing.
- The uses of social media can be encompassed by a list of 10 items that start with the letter ‘c’
- “Communicate your message, converse with others, connect with people with similar interests, collaborate and co-create content, collect and categorize information online, collective wisdom pooled in one place, customize your online work environment, community building, consumer research, customer service” (Weinrich 211).
- Sharing information is an integral part of using social media. Social media platforms allow us to disseminate information and news in a matter of seconds. We are allowed to view, respond to, and repost matters that intrigue us with just the click of a button.
Chapter 20: Public relations can help to generate the type of attention necessary to effectively inspire change by disseminating your message.
ReplyDelete- Part of creating newsworthy material is framing your message or issue in a way that is appealing to your target audience.
- The type of media coverage you choose can effect who you reach, how your message comes across, and ultimately the success of your campaign. Some channels include: news, features, editorials, entertainment, and public service.
Chapter 21: keeping a close eye on the implementation of your media strategies allows the campaign to run smoothly and encourages a system of feedback and making adjustments.
- Some aspects can be monitored on a daily basis. This evaluation process includes a number of essential questions. “How many people were reached through the media with your advertisements or public service announcements? How many target audience members and other people participated in your program activities? How many media ‘hits’ appeared as a result of your public relations efforts?” (Weinrich 248).
- Various tracking methods allow you to “count” various elements within your efforts. Methods include materials inventory, distribution lists, materials placement audit, digital materials distribution tracking, response tracking sheets, activity reports, tear sheets, content analysis, partner feedback, staff surveys, and many more
Chapter 22: Various types of evaluation allow you to truly decide whether you made the right choices and whether the program worked.
- “Balch and Sutton aptly pose three simple questions pertaining to each level of evaluation research: What should we do? How are we doing? Did we do it?” (Weinrich 260).
- There are many challenges that are faced when going through the evaluation process that can be deterring and discouraging. Some of these things include having unrealistic expectations, limited resources, reliance on a single method, using the wrong model, asking the wrong questions, technical problems, resistance from staff or participants, waiting until the program is over to start evaluation, and failure to use evaluation results.
Chapter 23: The structure of your evaluation design allows you to explore a number of aspects of the program depending on which one you choose.
- Using existing data and making comparisons across the duration of the program allows you to eliminate the need for supplemental questionnaires. An example could include condom sales from local drug stores if your campaign was aimed at promoting safe sex.
- Surveys can be used to detect evaluation indicators. These indicators can be found on an individual and community level. Indicators include consideration of the following: knowledge, attitudes, beliefs, behaviors, stage of change, and demographics.
- Community-based indicators can be marked by environmental change, policy and regulation, information accessibility, and behavioral outcomes.
Chapter 24: Both quantitative and qualitative methods can be used to obtain a view of the effects of your campaign.
- Surveys can be distributed in a variety of ways that give community members an opportunity to voice their opinion based on their response to a number of questions asked. Methods include mailed questionnaires, telephone interviews, in-person interviews, computerized and surveys.
- A less reliable way to measure change is by observation. “Observation is a technique you can use to measure people’s actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task. Research that relies on self-reports of behavior runs the risk of obtaining answers that the respondents think reflect best on themselves, whether accurate or not” (Weinrich 272).
This comment has been removed by the author.
ReplyDeleteChapter 25: The main reason for evaluation is to encourage feedback and make appropriate changes.
ReplyDelete- Feedback should not wait until the end of the program and should be a consistent element of the campaign.
- Learning lessons from the program through feedback allows for improvements for the future. Some lessons include “how to make the social marketing process run more smoothly, which elements of the campaign worked and which did not, which objectives require additional effort or a new approach, which distribution channels were more effective, how to realistically budget your time and funds for the next phase, and what types of challenges to anticipate and how to overcome them” (Weinrich 278).
Q: Can you justify the success of a campaign even if it fails to meet the criteria of what the book describes as indicators of success? Is there still good to come out of a failed campaign?
Section V
ReplyDeleteChapter 14
Pretesting is an essential element to conducting a social marketing campaign because it helps you catch possible misinterpretations in your message and other potentially fatal mistakes.
- Criteria for evaluating your pretest are as follows: comprehension, relevance, noticeability, memorability, credibility, acceptance, attractiveness, knowledge/belief change, and strong/weak points. Assessing these elements will help you determine whether your campaign’s objectives were met.
- “The benefits of pretesting are well worth the slight delay in implementing your campaign.” This quote shows that although pretesting may take up valuable time, the money and reputation of your organization that could potentially be saved are worth it.
Chapter 15
Pretests should include qualitative and quantitative results and can be done in the following ways: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, excerpt and gatekeeper review.
- One benefit of a focus group pretest is that it can conjure up discussion and therefore you could find out deeper information than a “this or that” answer.
- On the other hand, some participants might feel “inhibited about expressing their opinions if they’re different from others’.” Keeping these points in mind, it’s important to assess the pros and cons of each pretesting method before
Chapter 16
Once you’ve completed your pretest, it’s important to use your results to refine and redo the pretest again, and then eventually test the final product through pilot testing.
- Regarding the results you got from your pretest- “try to look at the items objectively, setting aside your own feelings about which elements you like or dislike.” While you may personally feel strongly about a certain element, remember that the results are objective while your opinions are not.
- A few items to keep in mind that you should always “definitely change” in your social marketing campaign, include: “factual errors, unclear sentences, changes noted by a clear majority, easy changes, and elements or versions that definitely do not work.”
Section VI
ReplyDeleteChapter 17
Before jumping into releasing your campaign to the public, be sure to form a comprehensive implementation plan so that you have everything thought out so each step goes smoothly.
- “A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan, and an internal readiness plan.” As you can see, there are several components to keep in mind before releasing your campaign to the public.
- One way of launching your campaign with a bang is organizing a community event to promote the campaign launch. It must follow three criteria: “It must attract members of your target audience, it must communicate your message, and third it must be considered newsworthy by the media for them to cover it or be interesting enough to generate social media buzz”
Chapter 18
If your social marketing campaign is a small enough outfit, you may want to consider buying media ad space independently as it is cheaper and you have more control.
- “The two main variables you need to consider as you plan your media buys are reach and frequency.” Once you’ve analyzed these statistics from a media outlet, you can determine whether enough of your target audience will encounter you ad and make it worth the money.
- When you request a media kit from a media outlet, it’s most important to note these pieces of information: “publication schedule, closing dates, size of advertising units, cost, format, placement, and geographic targeting.”
Chapter 19
While engaging in tradition media outlets to market your message is an important way of appealing to the masses, it’s critical in this day and age to engage a narrower segment of the audience with social media as well.
- A few principles of using social media for promotion are: “be authentic, share, be relevant, engage in two-way conversation, and be an enabler.” These general principles will help in conducting successful social media engagement no matter who your audience is.
- Use the following metrics to measure how successful your social media marketing is: “web activity, social actions, mentions and reposted content, and return on engagement.” These metrics are important because even if you think you have all the pieces together for your campaign, if no one is responding or seeing it, then there are some big changes that must be made.
Chapter 20
Using public relations techniques to promote your campaign versus mass media campaigns can offer benefits like cost-efficiency, but there are also considerations to be made like, “will our story get bumped?” and “will our target audience be watching the news?”
- Try to capture the media’s attention by including “at least one of the following elements: timeliness, general interest, local angle, conflict, human interest, novelty, celebrity, or superlatives.” With a lot of competition for air time, having one or more of these elements will significantly increase your chance of getting your story on the news.
- Consider which media outlets you want to reach out to, as it could make all of the difference in the world as to whether your target audience interacts with your message or not.
Chapter 21
Be sure to put “monitoring mechanisms” in place before you implement your campaign. This will lead to obtaining valuable feedback regarding how to make catch early mistakes and how to make it work better in the future.
- “Monitor all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results.” If you wait until the end, you may find out vital information too late to fix it.
- “You should not necessarily measure something just because you can; measure it only if it will help you in your assessments of program success.” Be efficient with your measuring.
Section VII
ReplyDeleteChapter 22
While evaluating your campaign can be a scary, it’s a critical step in taking a look at what should have been done different for next time.
- See evaluation “as an opportunity to prove your program as made a difference.” When looked at through this light, evaluation becomes a less daunting task and more of something to look forward to.
- Evaluation should be viewed as an ongoing process all the way from formative through the summative stages. Think about the stages like this: “What should we do? How are we doing?, and, Did we do it?”
Chapter 23
The way you design your evaluation method will have a great effect on the accuracy of how successful you were in your campaign.
- The elements of an Evaluation Design are as follows: “program goals and objectives, data to be collected, methodology, data collection instruments, data processing and analysis, and evaluation report.”
- “For small-scale social marketing programs, the most common evaluation design is to take measurements of the target audience before and after implementation.” This is a cost-effective method of evaluation.
Chapter 24
There are many different kinds of evaluation methods for social marketing campaigns, but no matter what you chose, make sure you obtain both qualitative and quantitative data from your evaluations.
- Examples of surveys that can be taken to evaluate campaign response are: “mailed questionnaires, telephone interviews, in-person interviews, and computerized surveys.” Remember to keep in mind that people will sometimes respond differently than they act in real life, so it’s best to obtain other kinds of research as well.
- Observing people in their natural settling without their awareness of you watching them can provide a better indication of what they actually do.” This is an argument for why observation can something be a more accurate technique than surveys.
Chapter 25
All of this evaluating has gone to waste if one does not critically analyze the results and learn how to do it better next time. Improvement is key.
- “Ideally, the feedback function should not wait until the end of the program when summative evaluation activities are complete.” Again, the component of listening to your target audience all the way through the process is key to success.
- “In addition to considering the elements you would change or eliminate, think about what you might add.” While it’s easy to get caught up on what didn’t work, try to also consider important components which would have made your program even better vs. what should have been left out.
Question: What is the best measurement of success on a social marketing campaign?
Section 5
ReplyDeleteChapter 14: Pretesting, while extremely important, cannot guarantee results. “Pretesting can give you an indication of strengths and weaknesses of your material, but it cannot definitively determine what will work.” “For example, participants might provide the responses that they think you want to hear, or they might indicate agreement with the more outspoken members of a group even though they really feel differently.”
Chapter 15: It is helpful to use more than one method of pretest. “Pretesting ideally should include both qualitative and quantitative research methods.” “The strengths of one method can help to compensate for the weaknesses of another.”
Chapter 16: Even after finalizing your materials, you should still check to make sure everything is the way it should be before running your campaign. “Check proofs from the printer to catch any final errors or misalignments of the color plates.” “Before you spend a substantial sum on a program that might not work in the real world, a pilot test allows you to work out the kinks and to assess the effectiveness of the marketing effort.”
Section 6
Chapter 17: It is helpful to develop an implementation plan before jumping straight to implementation. “The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.” “A comprehensive plan includes the following elements: deployment plan, public relations plan, social media engagement plan, [and] internal readiness plan.”
Chapter 18: Figuring out what kind of media to use, or buy, is a very intricate process. “If you know that members of your target audience tend to listen to a particular radio station as they drive to work in the morning, then you can ensure that your ad will run at that time.” “Consider your target audience’s lifestyle and when it is most apt to be listening to the radio or watching television.”
Chapter 19: Social media is a useful way to engage your audience and spread your message. “But remember that social media are not about technology—they’re about people… people spreading ideas and messages to each other, just as they have always done.” “You will need to think through what your overall objectives are, who your audience is, and how much time you have to put into social media activities before determining which tools make the most sense.”
Chapter 20: Being mindful of how you handle media opportunities can bring about positive publicity. “Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.” “Your internal readiness program should designate a contact who is comfortable talking to the media and has the authority to speak for the organization.”
Chapter 21: Monitoring may be the difference between a project’s success and failure. “Although you might not be able to anticipate every type of problem you will encounter, a monitoring system will at least help to identify problems as they arise during implementation.” “Effective monitoring involves staying on top of trends in your program’s activities and ensuring that implementation is on the right path toward accomplishing program goals.”
Section 7
ReplyDeleteChapter 22: Evaluation is a valuable step in the social marketing process. “If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations.” “If designed well, your evaluation results should provide you with recommendations for how to improve the next phase of your campaign.”
Chapter 23: The design of your evaluation will help you choose what method will be best. “Before you decide the actual method you will use… determine the points at which you will collect data and how complex the evaluation design will be.” “By carefully selecting the indicators you track, you will be able to identify where your program has been most successful or where it needs more work.”
Chapter 24: Using both quantitative and qualitative evaluation methods will give you the best view on your project. “Collect the evaluation data using a variety of research methods… for the broadest view of the effects of your social marketing program and areas that need improvement.” “For example, focus groups will not yield data on the rate of adoption of the target behavior but can provide important feedback on how the campaign was received… and how they use the information and materials.”
Chapter 25: Feedback from your evaluation process should help you to improve your project. “Responding to relevant information in real time—as events actually occur—allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” “Use what you learned from the experience to continually improve your program.”
Question: How far ahead should implementation plans be planning?
CH. 14
ReplyDeleteThesis- Pretesting is a crucial element of your social marketing plan to see if the material is working with your target audience.
-“The benefits of pretesting can do a lot to improve your materials, it is not infallible.”
-“Ensure that the target audience comprehends the messages.”
CH. 15
Thesis- There are several methods that can be used to successfully perform a pretest, which should always involve qualitative and quantitative research.
-“Decide which pretesting methods you will use.” The first thing you will need to do is decide the right method for your campaign.
-“Pretesting ideally should include both qualitative and quantitative research methods. The strengths of on method can help to compensate for weaknesses of another.”
CH. 16
Thesis- Now that you have done a pretest you need to analyze the results and decide the next step, whether that be changing materials to better suit your target audience or continuing the same things that have made your social marketing plan successful.
-“Look for anything that could not be foreseen through pretesting such as problems with recruiting, campaign partners, distributing the materials, or reading the phone number on the billboards.”
-“Many of the necessary changes will be obvious as you look at the results. The “do not change” ideas also will be fairly clear in the responses you receive from your pretesting responders.”
CH. 17
Thesis- Before the plan is put into action you need to take the appropriate steps into implementing the plan to ensure the campaign is headed in the proper direction.
-“A deployment plan will help you to think through all the steps involved in producing your materials and getting them from Point A to Point B” There are several key steps that need to be taken during the campaign, “it is not always a straight line”.
- “A well-planned implementation increases the probability of reaching the right people and having the desired effect on changing behavior.”
CH. 18
Thesis- The channel you select for your campaign is crucial for your target audience to receive the full impact of your message.
- There are two key factors in determining the channel that is appropriate for your message to reach its full potential, reach and frequency.
-“Reach refers to the number or percentage of people who see or hear your ad at least once during a given period of time. Frequency is the number of times the average person or household sees or hears your ad during that period of time.”
CH. 19
Thesis- The proper use of social media can allow your campaign to reach a larger audience while creating greater relationships with your target audience.
-“Use mass media to do what it does best: to reach the masses.”
-“To be most effective, you need to think in terms of building relationships with the people you’re trying to reach, not just sending messages out to them.”
CH. 20
Thesis- Public relations can provide credibility while communicating and promoting your message, creating a beneficial relationship with media outlets for long-term success.
-“Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.”
-“Using public relations strategies as part of your social marketing program accomplishes the following: Lends credibility to your program and message via
Section V.
ReplyDeleteChapter 14.
Pretesting is essential in assessing the relevance of the material or message that you wish to create in an effective way.
“In pretesting, you will ensure that each elemet of the presentation supports and reinforces the message.” (162)
“if you developed more than one version of your messages or materials, then you can determine which approach works best by pretesting each with the target audience.” (162)
Chapter 15.
Before the pretest can actually be conducted, you must do some preparations that include questionnaire and recruiting the participants.
“In addition to exploratory research, focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.” (165)
“In addition to testing the materials with the target audience, it often is helpful to include professionals in the field and representatives of intermediary organizations in the review process. He experts might include people with extensive knowledge of the subject matter or audience to ensure that the information provided is technically accurate and appropriate or professionals with health communication and social marketing expertise to assess the effectiveness of the product design.” (171)
Chapter 16.
Analyze and interpret the results of your pretest in order to make appropriate changes to your message or product in order to finalize your message.
“The pretesting stage can go on indefinitely, moving back and forth from message and materials development to pretesting until your results show that not a thing should be changed... You will have to draw the line somewhere between pretesting ad redesign stages.” (180)
“Qualitative information, such as interviews or focus groups with the target audience, can help you to know what those who have been exposed to the campaign think about it and whether they have any suggestions for improving the visibility and effectiveness of
the campaign.” (183)
Section VI
Chapter 17.
The implementation step is a process that should be carefully planned out in different stages/plans: the deployment, public relations, social media engagement, and internal readiness.
“A deployment plan will help you to think through all the steps involved in producing your materials and getting them from point A to point B (it is not always a straight line) as well as installing any structural or environmental features of your program prior to launch.” (187)
“Use public relation strategies to attract coverage by the “free” media such as news outlets and talk shows.” (188)
Chapter 18.
Placing your advertisement on traditional media outlets such as radio, television, print or online will benefit much more than free media because it will reach your targeted audience more effectively and consistently.
“The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs.” (197)
“When determining how to structure your advertising schedule,
consider whether you want to run your spots in rotations or in flights. Scheduling the ads in rotations means that the station airs them regularly during a specific period of time.” (199)
Chapter 19.
The new Web 2.0 allows for your targeted audience to interact with you and your organization by responding and voicing their opinion to the message that you are trying to communicate.
“The biggest sin in social media (or any kind of communications) is being boring. To get people to pay attention to you, you need to offer something of value.” (212)
“If you can get people talking to each other, providing support and answering each other’s question, you can play a facilitating role, making the focus about them rather your own organization.” (213)
CH. 14
ReplyDeleteThesis- Pretesting is a crucial element of your social marketing plan to see if the material is working with your target audience.
-“The benefits of pretesting can do a lot to improve your materials, it is not infallible.”
-“Ensure that the target audience comprehends the messages.”
CH. 15
Thesis- There are several methods that can be used to successfully perform a pretest, which should always involve qualitative and quantitative research.
-“Decide which pretesting methods you will use.” The first thing you will need to do is decide the right method for your campaign.
-“Pretesting ideally should include both qualitative and quantitative research methods. The strengths of on method can help to compensate for weaknesses of another.”
CH. 16
Thesis- Now that you have done a pretest you need to analyze the results and decide the next step, whether that be changing materials to better suit your target audience or continuing the same things that have made your social marketing plan successful.
-“Look for anything that could not be foreseen through pretesting such as problems with recruiting, campaign partners, distributing the materials, or reading the phone number on the billboards.”
-“Many of the necessary changes will be obvious as you look at the results. The “do not change” ideas also will be fairly clear in the responses you receive from your pretesting responders.”
CH. 17
Thesis- Before the plan is put into action you need to take the appropriate steps into implementing the plan to ensure the campaign is headed in the proper direction.
-“A deployment plan will help you to think through all the steps involved in producing your materials and getting them from Point A to Point B” There are several key steps that need to be taken during the campaign, “it is not always a straight line”.
- “A well-planned implementation increases the probability of reaching the right people and having the desired effect on changing behavior.”
CH. 18
Thesis- The channel you select for your campaign is crucial for your target audience to receive the full impact of your message.
- There are two key factors in determining the channel that is appropriate for your message to reach its full potential, reach and frequency.
-“Reach refers to the number or percentage of people who see or hear your ad at least once during a given period of time. Frequency is the number of times the average person or household sees or hears your ad during that period of time.”
CH. 19
Thesis- The proper use of social media can allow your campaign to reach a larger audience while creating greater relationships with your target audience.
-“Use mass media to do what it does best: to reach the masses.”
-“To be most effective, you need to think in terms of building relationships with the people you’re trying to reach, not just sending messages out to them.”
CH. 20
Thesis- Public relations can provide credibility while communicating and promoting your message, creating a beneficial relationship with media outlets for long-term success.
-“Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.”
-“Using public relations strategies as part of your social marketing program accomplishes the following: Lends credibility to your program and message via
Chapter 20.
ReplyDeleteGenerating publicity to your campaign benefits your organizations in numerous ways which include: credibility, long-term relationships with media, and gets your message out quickly and efficiently.
“You can use public relations methods to accomplish the following: supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, and put pressure on policymakers to address your issue.” (230)
“The key to implementing your media strategy is getting you information to the right people at the right places at the right time” (234)
Chapter 21.
Monitoring your campaign while it is being implemented is critical to make sure any problems that arise are addressed and fixed.
“Process evaluation activities monitor the day to day operations of your program so that you can say with relative certainty what comprised the actual intervention.” (247)
“The information that a process evaluation provides can help with improving the program during implementation itself rather than waiting until the campaign is over to assess whether the program went as a planned.”
Section VII.
Chapter 22.
Evaluation is important to create accountability. They help to improve your program with feedback that will help the organization grow and be more effective for the next campaign.
“Several types of evaluation help to assess different aspects of the program success throughout the life of the project: what should we do, how are we doing, did we do it?” (260)
“The most imposing barrier to conducting an evaluation can be lack of resources whether in the form of funds, staff time, or expertise.” (262)
Chapter 23.
Having an evaluation design will help you be thorough in evaluating your campaign during the implementation process.
“A true experimental design allows you to state with relative certainty that it was your campaign rather than other outside influences, that caused any differences you find.” (265)
“Change in the evaluation indicators, or key outcomes to be measured will tell you whether you have achieved your social marketing objectives.” (268)
Chapter 24.
Evaluation methods includes using a variety of research methods that are both quantitative and qualitative.
“Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.” (271)
“Although you generally cannot validly compare the results of qualitative research before and after the campaign, the data gathered using these methods will give a good indication of which elements were effective from the target audience’s perspective and how the campaign could be improved for the next phase.”(274)
Chapter 25.
The purpose of each type of evaluation is to improve your social marketing program/message to be more successful in the future.
“Responding to relevant information in real time- as events actually occur- allows you to improve your program when it counts rather than retrospectively realizing what you should have done.” (277)
“Effectively using feedback is an interactive/ as well as iterative, process in which the elements of your program constantly are adjusted in relation to other components based on new inform.” (277)
Question- Are there circumstances where evaluation is so emphasized that the implementation process does not go accordingly or is not fully implemented?
CH. 21
ReplyDeleteThesis- The use of a monitoring implementation can go a long way in making sure your message is consistent and thorough throughout. This allows your campaign to exhibit professionalism to the masses.
-“Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results.”
-“Most problems can be easily solved if you detect them early enough, but left unchecked, they can mean the difference between success and failure.”
CH. 22
Thesis- Evaluation is an on-going element of a successful campaign. The use of evaluation allows your campaign to maintain consistency, accountability, and provides feedback to better your program.
-“If well done, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations. By identifying what does and does not work, you will be able to focus your resources on the most effective parts of the program and eliminate or reduce other components.”
-“If designed well, your evaluation results should provide you with recommendations for how to improve the next phase of your campaign.”
CH. 23
Thesis- An evaluation design needs to be selectively chosen in order for it to have the proper effect on the program that is being operated.
-“The design you use to carry out the evaluation will depend in part on your resources and the length of time the program is implemented.”
-“Ultimate goal is to determine the effects of your program on the target audience.”
CH. 24
Thesis- The evaluation data should be collected using qualitative and quantitative methods, allowing social marketers to obtain the broadest view of effects on the program.
-“The method you use will be determined in part by the evaluation design and indicators you select.” The emphasis on selecting the right method for your campaign is high. The selecting of the wrong element is a sever waste of time and money.
-Qualitative data – “the data gathered using these methods will give a good indication of which elements were effective from the target audience’s perspective and how the campaign could be improved for the next phase.”
CH. 25
Thesis- Obtaining feedback is crucial for social markets to gain knowledge of the effectiveness of their campaign.
-“The ultimate purpose of each of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs.”
-Feedback analyzed by social marketers need to be acted upon as soon as possible in order for changes to take place and for result to be seen in the program.
Question: What social media outlet would you considered to have the greatest potential impact on a campaign?
Section 6
ReplyDeleteChapter 17: Implementing your campaign is the step in w
Chapter 18: There are numerous ways to buy media to get a campaign’s message out to its targeted audience. It’s all a matter choosing the appropriate outlets.
Quote 1: Why place an ad when you can have it run as a public service announcement (PSA) for free? Actually, your campaign will benefit much more as a result of investing your money into media buys.
Quote 2: Search Engine advertising can helot you make sure you find al the mot likely searches related to your issue. Your ad would be shown in a box by the search to results to people who used those keywords.
Chapter 19: Social Media has become a pinnacle in advertising. There are not many other ways to get the message you want across better than social media. So knowing how to manage through these endless platforms is key.
Quote 1: The wide variety of social media tools, with more launching everyday, means that no book could explain how to use all of them. There are however, principles that cut across all the tools that ensure that you will be more effective in your social media interactions.
Quote 2: You will need to think through what your overall objectives are, who your audience is, and how much tie you have to put into social media activities before determining which tools make most sense.
Chapter 20: Public perception of a campaign can make or break them, so making sure you have a good publicity is very important. So generating the content to keep your campaign current in the media is very important.
Quote 1: Often what we consider newsworthy and exciting in our own programs would make a reporter yawn… The news media have their own criteria for judging what is worth covering, so get their attention, you will need to frame the issue in an appealing way.
Quote 2: For long-term relationship building, get to know the media gatekeepers at each outlet. These arte the people who set the editorial tone of the publication or station and determine what types of stories are covered.
Quote 21: Keeping track of a campaigns progress is something that can only benefit them; it helps them in ways of tracking what’s worked for them thus far, and what hasn’t.
Quote 1: The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices.
Quote 2: Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results. Some items will need to be assessed once a week or month, whereas others should be tracked on a daily basis.
Chapter 14:
ReplyDeletePretesting is an important part of social marketing that determines whether a campaign will be effective.
- “Pretesting will help you know whether the materials you have developed will generate the effect you desire.” (161)
- “The benefits of pretesting are well worth the slight delay in implementing your campaign.” (162)
Chapter 15:
There are various methods of pretesting consisting of qualitative and quantitative measures that ensure the materials are effective.
- “Pretesting ideally should include both qualitative and quantitative research methods.” (165)
- “The strengths of one method can help to compensate for weaknesses of another.” (165)
Chapter 16 :
Analyzing and interpreting pretesting results and making changes based on these results, are an important step before finalizing the materials.
- “Many of the necessary changes will be obvious as you look at the results.” (179)
- “Monitor the process and outcome evaluation activities very closely to catch any potential problems or opportunities that should be addressed prior to the full implementation.” (183)
Chapter 17:
Planning steps to develop an implementation plan is important. This covers all preparatory activities and what will happen after the plan is introduced.
- “ A comprehensive plan includes the following elements: development plan, public relations plan, social media engagement plan, internal readiness plan.” (187)
- “Rather than jumping into implementation as soon as your materials are ready, take some time to plan each necessary step.” (187)
Chapter 18:
Using the appropriate media channel for your audience plays an important role in the success of a social marketing campaign.
- “….your campaign will benefit much more as a result of investing money into media buys” (197)
- “The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs.”
Chapter 19:
Social media is a valuable tool in social marketing campaigns for it has the ability to reach large audiences.
- “Use social media to then draw the vertical line down, with deeper engagement for a narrower segment of the audience” (209)
- “After the campaigns message reach a broad swath of the population, the people who want more information or to interact with others around the issue cane move to the social media realm to do so”. (209)
Chapter 20:
Public relations allows your social marketing campaign to become publicized quickly and efficiently.
-“Public relations can be a useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets” (229)
- Using public relations strategies as a part of your social marketing program accomplishes the following: lends credibility to your program and message via news coverage, reaches many people at once, dos not require purchase of media time or space…” (229)
Chapter 21:
ReplyDeleteMonitoring systems should be put in place in order to get feedback and identify problems.
-“Effective monitoring involves staying on top of trends in your programs activities and ensuring that implementation is on the right path toward accomplishing program goals”. (247)
- “…put monitoring mechanisms in place to retrieve feedback on the program and to catch any problems in their early stages” (247)
Chapter 22:
Evaluation is an important part of your program and can improve a social marketing campaign during implementation.
- “If done well, your evaluation activities also will help to improve your program while it is being implemented as well as in later incarnations.” (259)
- “A good evaluation is one that provides useful information not just interesting statistics.” (259)
Chapter 23:
There are many methods in evaluation design, which will determine accuracy and how the target audience is reacting to the program.
- “In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience” (265).
- “You can however structure your evaluation to increase your chances of obtaining valid results even if you do not use the most rigorous design”. (265)
Chapter 24:
Qualitative and quantitative methods allow you to evaluate the effects of your social marketing campaign and are determined by indicators selected by you.
- “Collect the evaluation date using a variety of research methods, both qualitative and quantitative for the broadest view of the effects of your social marketing program and areas that need improvement.” (271)
- “The methods you use will be determined in part by the evaluation design and indicators your select”
Chapter 25:
Feedback is important in order to improve your program and improve your current situation.
- “Effectively using feedback is an interactive, as well as interactive process in which the elements of your program constantly are adjusted in relation to other components based on new information” (277)
- “The ultimate purpose of each of your evaluation activates should be to learn how to improve your current and subsequent social marketing programs” (277)
Question: With the rapid rise of social media, is it possible that traditional marketing techniques will not be necessary in the future? What does this mean for the industry?
Section 5.
ReplyDeleteChp. 17: In order to carry out a social marketing campaign you must first have a plan which lays out a deployment plan, a public relations pland, a social media engagement plan and an internal readiness plan.
Chp. 18: When deciding which type of traditional media to implement, one must consider all available resources and how they correspond the the target audience as well as the budget.
Chp. 19:Today, social media is one of the most critical component to any social media campaign.
Chp. 20: Not only do Public Relations strategies increase a campaign's reach, but they do so without adding to overall campaign costs and build relationships that have potential long term benefits.
Chp. 21: Before a campaign is implemented, it is crucial that there is a way to monitor its execution and resulting progress.
Q: I am a firm believer is social media, but how to you gain tons of followers? In short, how do I get 100k followers on instagram ?
Section 7
ReplyDeleteChapter 22: Evaluation of a campaign after it has been implemented to its target audience is key in recognizing where a campaign has done right and wrong, and where to go from there.
Quote 1: When you begin to consider evaluation of your social marketing campaign, you might focus primarily on the question “Did the program work?” But evaluation entails more than its broad question. Several types of evaluation help to assess different aspects of program success throughout the life of the project.
Quote 2: Avoid the temptation to learn as much about the participants as possible while you have their attention and cooperation; do not take advantage to ask 20 additional questions that are irrelevant to your evaluation.
Chapter 23: Evaluation can become a lost cause if it is not well thought-out and structured format.
Quote 1: Before you decide the actual method you will use, such as a survey, observations, or qualitative techniques, determine the points at which you will collect the data and how complex the evaluation design will be.
Quote 2: By carefully selecting the indicators you track, you will be able to identify where your program has been most successful or where it needs more work.
Chapter 24: There are many methods to conduct evaluations and much like pretests and social media there are many methods on how to conduct
Quote 1: Observation is a technique you can use to measure peoples actual behavior in a given situation or to assess whether they have the skills needed to perform a particular task.
Quote 2: For qualitative research, the most useful type of person to recruit as a participant is someone who has been at least moderately exposed to the campaign messages or materials. If you talk to people who do not have any knowledge of the campaign, then the results might be very similar to those of your exploratory search.
Chapter 25: When receiving feedback a campaign must be open to all aspects of where it is received and further more how to conduct with that given feedback.
Quote 1: Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program.
Quote 2: Compile all the documentation from the development and evaluation of the campaign as an appendix for easy reference. Share your results with all those involved in the development of the program including staff, partners, and funders.
With so many facets of evaluation, is there such a thing as too much thought and effort into an aspect?
SECTION V.
ReplyDeleteChp. 14: Pretesting is necessary as it allows you to pre-assess the way your audience will receive your campaign and make any necessary adjustments.
a. “The campaign slogan might seem clever to you, but the words might mean something completely different to the target audience,” (161).
b. “By having people look over your materials, potential problems will more likely be found,” (161).
Chp. 15: Before conducting pretests, planning is essential to decide what type of pretest methods should be conducted.
a. “Pretesting ideally should include both qualitative and quantitative research methods,” (165).
b. “In addition to testing the materials with the target audience, it is often helpful to include professionals in the field and representatives of intermediary organizations in the review process,” (171).
Chp. 16: After conducting pre-testing, review the results and decide which components need to be changed.
a. “If the materials do not change extensively as a result of pretesting, then you can probably assume that you are done,” (180).
b. “The best way to gauge the potential success of your social marketing campaign is through pilot testing,” (181).
SECTION VI
ReplyDeleteChp. 17: In order to carry out a social marketing campaign you must first have a plan which lays out a deployment plan, a public relations plan, a social media engagement plan and an internal readiness plan.
a. “The media can be a very effective ally in getting your message out to your target audience,” (188).
b. “A social media policy will be important to guide how those representing your organization or campaign engage online,” (190).
Chp. 18: When deciding which type of traditional media to implement, one must consider all available resources and how they correspond with the target audience as well as the budget.
a. “The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs,” (197).
b. “Purchasing advertising on social network sites gives you the opportunity to reach your audience in a very targeted way,” (206).
Chp. 19:Today, social media is one of the most critical components to any social media campaign.
a. “People connect with other real people- that’s what powers social media,” (212).
b. “The biggest difference between social media and traditional media is that these tools allow for two-way conversations,” (213).
Chp. 20: Not only do Public Relations strategies increase a campaign's reach, but they do so without adding to overall campaign costs and build relationships that have potential long term benefits.
a. “Public Relations can be useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets,” (229).
b. “Look for a news “peg” to tie your information into current events or upcoming holidays,” (231).
Chp. 21: Before a campaign is implemented, it is crucial that there is a way to monitor its execution and resulting progress.
a. “Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what comprised the actual intervention,” (247).
b. “Use Google Alerts to track whenever keywords related to your issue appear somewhere online,” (251).
SECTION VII
ReplyDeleteChp. 22: Program evaluation is necessary as it allows marketers to improve future campaigns.
a. “Evaluation creates accountability. For this reason, many people are wary of having their programs evaluated and would prefer to rely on anecdotal evidence of success rather than actual data that may or may not reflect well on them,” (259).
b. “The feedback also can assist you with designing and implementing social marketing programs on other issues based on what you learned about the process and target audience,” (264).
Chp. 23: In order to properly and effectively evaluate your program, you must first come up with an evaluation plan that will guide you through the process.
a. “In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience,” (265).
b. “Changes in the evaluation indicators or key out comes to be measured, will tell you whether you have achieved your social marketing objectives,” (268).
Chp. 24: To collect evaluation data, use a variety of research methods. These methods can include surveys, observations and qualitative methods.
a. “Research that relies on self-reports of behavior runs the risk of obtaining answers that the respondents think reflect best on themselves,” (272).
b. “The stories of individual people can be quite powerful as a way of demonstrating the program’s effects at a personal level,” (275).
Chp. 25: The most rewarding aspect of creating a marketing campaign is learning how to make the next one better.
a. “The ultimate purpose of each of your evaluation activities should be to learn how to improve your current and subsequent social marketing programs,” (277).
b. “Use what you learned from the experience to continually improve your program. That is what social marketing is all about,” (279).
Q: I am a firm believer is social media, but how to you gain tons of followers? In short, how do I get 100k followers on Instagram?
Chapter 22
ReplyDeleteThe evaluation of a campaign is daunting but it is also the indispensable piece of a well-planned social marketing program.
3 essential question – What should we do? How are we doing? Did we do it?
Evaluation challenges – Unrealistic expectations, limited reasources, reliance on a single method, using the wrong model, asking the wrong questions, technical problems, resistance from program staff or participants, waiting until the program is over to start evaluations, and failure to use evaluation results.
Chapter 23
When thinking up the evaluation design it will depend on certain resources you willing to use or willing to give with the ultimate goal being how effective was your campaign.
Community based indicators – Environmental changes, policy and regulation, information accessibility, behavioral outcomes.
Evaluation indicators – Knowledge, Attitudes, Beliefs, Stage of change, Demographics
Chapter 24
When selecting the best evaluation methods be sure they are both quantitative and qualitative.
Common research methods in evaluations – Surveys, Observation, and Questions.
Survey’s are by far the most widely used method to assess the success of a social marking program.
Chapter 25
Feedback is the most important tool in your kit during your social marketing campaign. Feedback should not be thrown aside but rather used and acted upon immediately.
…the feedback function should not wait until the end of the program when summative evaluation activities are complete. Responding to relevant information in real time-as events actually occur…
When writing an evaluation the following information should be included – Program background, Evaluation methodology, evaluation findings, and recommendations.
Question:
If you could only have one type of evaluation which would be the best, quantitative or qualitative?
Ch 17 "Social marketing has an implementation plan that consists of deployment, public relations, social media engagement, and internal readiness."
ReplyDeleteQuote 1: Do you need to set up accounts on various social media sites or design a website? Do have partner organizations that will hand out brochures and put up posters? Do partners need to be brought in?
Quote 2: The media can be a very effective ally in getting your message out to your target audience. Use public relations strategies to attract coverage by "free" media such as news outlets and talk shows.
Ch 18 "Why pay a to place an ad when you can have it run as a public service announcement for free."
Quote 1: The chief advantage of buying media time or space is that you can direct exactly when and where the ad runs. If you know the members of your target audience tend to listen to a particular radio station as they drive to work in the morning, then you can ensure that your ad will run at that time.
Quote 2:Scheduling the ads in rotation means that the station airs them regularly during a specific period of time. The spots can rotate horizontally(scheduled at the same time each day to reach a regular drive time listeners or viewers particular program) or vertically ( at different times throughout the same day to catch the audience members whenever they might tune in).
Ch 19 "Social media is a valuable tool in social marketing campaigns for it has the ability to reach large audiences."
Quote 1: The wide variety of social media tools, with more launching every day, means that no book could explain how to use them all. There are however, principles that cut across all the tools that ensure that you will be more effective in your social media interactions. Each tool develops its own set of "netiquette" guidelines over time, but these general rules of the road will help you avoid the biggest missteps on all of the types of sites.
Quote 2: Just as you built an overall strategy for your social marketing program and one for the communications within that strategy, you need to think strategically about how you will use social media. Don't jump into writing a blog or starting a Facebook account just because it seems that everyone else has one.
Ch. 20 "Public relations can be a useful adjunct to your communications activities if you are able to generate coverage by appropriate traditional and online media outlets.?
ReplyDeleteQuote 1: Determine exactly what you want to accomplish through your public relations efforts. Do you want to direct people to your program? Promote a particular attitude or behavior? Advocate for policy change? The answers to these questions will determine who you should try to research with your message and which media outlets and blogs you should target.
Quote 2: The key to implementing your media strategy is getting your information to the right people at the places at the right time. Use your media contact list to identify the appropriate person for your purposes at each outlet.
Ch. 21 "Process evaluation activities monitor the day to day operations of your program so that you can say with relative certainty what comprised the actual intervention."
Quote 1: The mechanisms you can use to track the progress implementation range from simple counts of phone calls and materials to complex analysis of management practices. Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results.
Quote 2: Before putting monitoring mechanisms in place, determine your process evaluation objectives. What measures will tell you whether your program is on track? You should not necessarily measure something just because you can; measure it only if it will help you in your assessments of program success.
Ch. 22 "Identifying what does and does not work, you will be able to focus your resources on the most effective parts of the program and eliminate or reduce other components."
Quote 1: Evaluation creates accountability. For this reason, many people are wary of having their programs evaluated and would prefer to rely on anecdotal evidence of success rather than actual data that may or may not reflect well on them.
Quote 2: The first question "what should we do?" is answered through formative research evaluation. Formative research is done to shape the program strategy and pretest the materials prior to implementation.
Ch. 23 "The design you use to carry out the evaluation will depend in part on your resources and the length of time the program is implemented."
ReplyDeleteQuote 1: You do not always need to creat an elaborate questionnaire to find information that is useful for your evaluation. Use data that are already being collected, either by your organization or by secondary sources, to compare relevant measurements before and after the social marketing program.
Quote 2: In your summative evaluation, the ultimate goal is to determine the effects of your program on the target audience. How accurately you do this relates to whether or not you use an experimental approach.
Ch. 24 "Collect the evaluation data using a variety of research methods, both quantitative and qualitative, for the broadcast view of the effects of your social marketing program and the areas that need improvement.
Quote 1: Surveys are by far the most widely used method to assess the success of a social marketing program. Quantitative data, preferably those that can be compared to the same measurements before the campaign was implemented, are the only way in which to really demonstrate behavior change and other effects to funders or critics of your program.
Quote 2: As Yogi Berra once said, "You can observe a lot just by watching." Observation is a technique you can use to measure peoples actual behavior in a given situation or to asses whether they have the skills needed to perform a particular task. Research that relies on self-reports of behavior runs the risk of obtaining answers that the respondents think reflect best on themselves, whether accurate or not.
Ch. 25 "The feedback function should not wait until the end of the program when summative evaluation activities are complete."
Quote 1: Whether you will continue with additional phases of implementation of the same campaign or design future social marketing programs on other topics, you can learn and apply the lessons gleaned from the outcomes of this program. These lessons include: How to make the social marketing process run more smoothly, which elements of the campaign worked and which did not and which objectives require additional effort or a new approach.
Quote 2: In addition to considering the elements you would change or eliminate from your program, think about what you might add. Are there any developments in the issue you addressed that should be included in future campaigns?