The process of determining if you achieved what you set out to do and its impact. Evaluation can include metrics like adoption rate, take-up, comments, etc. and is often used to prove a return on investment against business objectives. Can include external factors and many organisations produce dashboards of the results.
GCS Evaluation Framework
The full and original article was published by Government Communication Service
GCS Evaluation Framework is the tool to help communicators demonstrate the impact of our work. The Framework builds on the latest industry best practice and enables us to adopt a clear and consistent approach to evaluation across all communication activities. It has also been purposely designed to reflect the integrated nature of modern communications where all areas of communications have a part to play. This framework should be used as a helpful reference guide when planning an activity and setting metrics to track our success, delivering against our communication objectives and organisational goals. It contains a recommended core set of measures for each communication discipline to ensure we evaluate consistently and use the right metrics.
What is this framework for?
This Evaluation Framework supports a more consistent approach to evaluation, where outcomes are aligned to objectives. The Framework provides you with a set of valid evaluation measures – outputs, outtakes and outcomes – to collect, analyse and report on for each type of communications activity. It can be used to plan evaluation for low cost and no cost activities as well as paid-for campaigns.
Who should use it and when?
This GCS Evaluation Framework is for use by all Government Communicators during the planning stages of communications activities and campaigns. Considering evaluation at an early stage in the communications planning process provides the opportunity to benchmark, track the right metrics and conduct robust and comprehensive evaluation. This is the time to think about what you want the target audience to think or do differently as a result of your activity and how to best show the impact.
View the Full Framework here
Credit: The full and original article was published by Government Communication Service
How to Measure Message Impact Like Shell
The full and original article was published on CEB
Shell was one company keen to understand which messages really cut through to its diverse, global employees. Keeping channels ‘fixed’, the organization created a simple algorithm to capture audience interactions with digital content and assess the relative power of distinct messages.
Comparing messages delivered via digital channels only, and mainly the company intranet, meant Shell could assess these in an equivalent way, eliminating the inherent differences of various channels. The result was an informed, quantitative analysis showing which of Shell’s messages engaged employees and which fell flat.
Content Engagement Index – The Algorithm
Were people receiving messages? Shell’s formula allowed it to assess:
- Were these messages emotionally engaging?
- Were messages driving desired outcomes?
Assigning ‘scores’ to messages to show which hit the
mark, then indexing these into quartiles helped the company identify what was more effective when it came to tone, author, style and other components of content development. The upshot? Clear direction for future success.
Credit: The full and original article was published on CEB
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