1. Evaluating Impact Government Communication Service Cabinet Office

2. Measuring the impact of communications Identifying what worked and what didn’t work Insight for future communications activity Having Impact

3. The campaign framework Audience Insight Objectives Strategy/Ideas Implementation Scoring/Evaluation Review and refresh the approach after each phase of the campaign Use real time feedback to optimise implementation Use audience insight to check whether objectives are realistic and feasible

4. PROOF: 5 principles for good evaluation P R O O F Pragmatic - best available within budget, not best ever Realistic - prove what you can, acknowledge what you can’t Open - record and share as much as possible Objective - be honest and constructive about results, so we can learn for the future Fully integrated – integral part of planning and delivery, not an add-on at the end

5. Mapping the impact of your activity on that journey What activity will you carry out? How many of end audience do you reach? How do they react – what do they think or feel? What is the end behaviour achieved? What do they do as a result of seeing the activity? Inputs Outputs Out-takes Intermediate outcomes Final outcome Where your audience are now Where you want them to be

6. Identify data sources and collect data

7. Standard metrics

8. Return to your evaluation plan and journey map Analysis

9. Report: sharing results Some pointers if you’re writing your own reports: In agreed format Logical structure Separate fact from opinion and conclusions Appropriate visuals Dashboards Forward-facing and actionable Who needs to do what? Tailored to different audiences Stored in accessible format

10. Badger cull coverage on social networks Brian May has continued to tweet today (see right) and some general comments from interested parties continue but at low levels. The trend however continues downwards with less than 150 in the past 24 hours. Influencers

11. Social Analytics – typical announcement

12. 12 Example of a dashboard

13. Any questions?