Market Insight / enabling you to get closer to your audiences Alexander Zdravkovic Marketing Insight March 2010 From Poverty to Power (FP2P) Blog Evaluation

Market Insight / enabling you to get closer to your audiences Contents -Objectives -Methodology -Results

Market Insight / enabling you to get closer to your audiences Objectives Assess the effectiveness of the blog Collect information, which might be used to improve the blog Find out if it is necessary to reduce the time commitment to the blog Methodology On-line survey linked from FP2P blog from 11 th February to 2 nd March.  Total Respondents 266

Market Insight / enabling you to get closer to your audiences FP2P blog visitors: Breakdown by Gender  The FP2P blog has slightly more male readership (54%) than female readership (46%) SurveyShack FP2P poll Feb 2010, Q: You are? Male:Female Base: 266

Market Insight / enabling you to get closer to your audiences FP2P blog visitors: Breakdown by Age  The majority of FP2P blog readers are in the age group (44%) SurveyShack FP2P poll Feb 2010, Q: You are? 17 or under, 18-24, 25-34, 35-44, 45-54, Base: 266

Market Insight / enabling you to get closer to your audiences FP2P blog visitors: Breakdown by job/role  The top 3 types of blog reader are ‘Academic/students’ (28%), ‘other NGO staff’ (22%) and ‘other’ (18%). The ‘other’ responses were generally consultants, researchers for different agencies.  Oxfam staff make up 16% of the blog readership. SurveyShack FP2P poll Feb 2010, Q: How would you describe your current role? Base: 266

Market Insight / enabling you to get closer to your audiences SurveyShack FP2P poll Feb 2010, Q: How did you find out about the From Poverty to Power blog? Base: 266 How did the From Poverty to Power (FP2P) blog visitors first hear about the blog?  The majority of people heard about the FP2P blog from a work colleague (27%) or from another blog (29%). The ‘other’ responses (14%) included ‘from Duncan/FP2P book’, ‘lecturers’, ‘development newsletters’, ‘goggle reader suggestions’

Market Insight / enabling you to get closer to your audiences How often do the FP2P blog visitors read the blog?  The majority of the FP2P blog readers read the blog 1-3 times a week (52%) or more than 4 times a week (34%). SurveyShack FP2P poll Feb 2010, Q: How often are the do you read the FP2P blog? Base: 266

Market Insight / enabling you to get closer to your audiences How regularly do the FP2P blog visitors share blog content?  The majority of FP2P blog readers share content less than once per week (64%). SurveyShack FP2P poll Feb 2010, Q: How regularly do you share content from the blog with others ? Base: 266

Market Insight / enabling you to get closer to your audiences How useful do FP2P blog visitors find the blog?  78% of the FP2P blog readers describe the blog as ‘very useful’ or ‘slightly useful’. SurveyShack FP2P poll Feb 2010, Q: In general, how useful do you find the blog? (Please choose one of the following) Base: 266

Market Insight / enabling you to get closer to your audiences What do the FP2P blog visitors think about the frequency that Duncan posts.  Duncan Green currently blogs five times per week. The majority of the FP2P readers (81%) think that this amount is ‘about right’ SurveyShack FP2P poll Feb 2010, Q: Duncan Green currently blogs five times a week. Do you think that frequency is: 1) too much, 2) about right, 3) not enough Base: 266

Market Insight / enabling you to get closer to your audiences What post topics do the FP2P bog visitors prefer?  The FP2P blog readers prefer ‘original articles’ (1.61), ‘summaries of other research’ (2.68) and ‘summaries of Oxfam research’ (3.5) more than other post topics. However bear in mind that in the ‘suggested improvements question’ respondents commented that they enjoyed the variety of the blog. SurveyShack FP2P poll Feb 2010, Q: Please rank the following post topics in order of preference: By average ranking from 1 to 8) Base: 266

Market Insight / enabling you to get closer to your audiences How successful do the FP2P visitors think the blog is provoking debate and discussion?  The majority of the FP2P readers (74%) think that it is successful in ‘provoking debate and conversation about development issues’ SurveyShack FP2P poll Feb 2010, Q: The blog’s aim is to ‘provoke debate and conversations about development issues’. How successful do you think the blog is in achieving this goal? Base: 266

Market Insight / enabling you to get closer to your audiences Suggestions by the FP2P blog visitors for improving the quality/usefulness of the blog  This was an open-ended question coded up by the market insight team. The most popular responses were that ‘it is great the way it is’ (32.5%), to ‘improve the amount of discussion/dialogue/debate’ (20%), to have ‘shorter length posts’ (14.2%) and to ‘introduce guest bloggers’ (10.8%). Do you have any suggestions for improving the quality/usefulness of the blog? % of respondents Its great / fine the way it is32.5% Increase comments / respond to comments, improve debate, more dialogue with other blogs / 'links I like‘, more discussion 20% Posts are too long / shorter posts14.2% Guest bloggers, interviews, 'developing world' viewpoint10.8% Nothing9.2% Too many posts8.3% More variety e.g. less analytical, more cartoons, less 'mainstream views'8.3% Improve Blog Layout / format of the blog / Navigation / search functions6.7% More 'from the ground' stories5.8% Consistent topics or themes e.g one theme a week / 2 or 3 topics a month5.8% SurveyShack FP2P poll Feb 2010, Q: Do you have any suggestions for improving the quality/usefulness of the blog? Base: 266

Market Insight / enabling you to get closer to your audiences What other blogs do the FP2P blog visitors also read?  This was an open-ended question coded up by the market insight team. The most popular blogs were ‘Chris Blattman’. ‘Aid watch’ and ‘Owen Barder’. However 12.7% of blog readers only read the FP2P blog. What other development/environment/current affairs blogs do you read regularly? % of respondents Chris Blattman32.4% AidWatch25.4% Owen Barder20.8% ODI11.6% None12.7% Too many to mention12.1% Wronging Rights8.7% Global Dashboard8.1% Dani Rodrik7.5% Blood and Milk7.5% WB blogs6.9% Aid Thoughts6.9% SurveyShack FP2P poll Feb 2010, Q: What other development/environment/current affairs blogs do you read regularly? Base: 266

Market Insight / enabling you to get closer to your audiences Conclusions  The top 3 types of blog reader are ‘Academic/students’ (28%), ‘other NGO staff’ (22%) and ‘other’ (18%). The ‘other’ responses were generally consultants and researchers.  Oxfam staff make up 16% of the blog readership.  The majority of people heard about the FP2P blog from a work colleague (27%) or from another blog (29%).  The majority of the FP2P blog readers read the blog 1-3 times a week (52%) or more than 4 times a week (34%).  The FP2P blog readers share content less than once per week (64%).  78% of the FP2P blog readers describe the blog as ‘very useful’ or ‘slightly useful’.  The majority of the FP2P readers (81%) think that the amount Duncan blogs at the moment is ‘about right’  The majority of the FP2P readers (74%) think that it is successful in ‘provoking debate and conversation about development issues’  The FP2P blog readers prefer ‘original articles’ (1.61), ‘summaries of other research’ (2.68) and ‘summaries of Oxfam research’ (3.5) more than other post topics.  The suggested improvements to the blog were to ‘improve the amount of discussion/dialogue/debate’ (20%), to have ‘shorter length posts’ (14.2%) and to ‘introduce guest bloggers’ (10.8%).  The other blogs that the FP2P blog reader find popular are ‘Chris Blattman’. ‘Aid watch’ and ‘Owen Barder’. However 12.7% of blog readers only read the FP2P blog.