INTRODUCTION TO LESSON 3:

EXECUTION, MONITORING &

EVALUATION
GOALS OF THESE MODULES

After this training, you should have a

strong understanding of:
1 How to set up monthly metrics

2 Learn how to use Facebook Insights

3 Learn how to use Twitter analytics

4 How online tools can power your offline tactics

4
5 What is the implementation framework for tobacco control policies?
WHY BOTHER MEASURING?

Data provides discipline to your strategy

Prove what works and what doesn’t

Freedom to fail
 TWO TYPES OF MEASUREMENT

Capacity Metrics:
1 the size and reach of our movement
• Ex: Twitter follower number
• Potential Energy

Mobilization Metrics:
2 activity completed to influence campaign
objective
• Ex: Tweets generated @ a decision-maker
• Kinetic Energy
 WHY SHOULD YOU USE
FACEBOOK INSIGHT?
HOW DO YOU KNOW IF YOUR FACEBOOK PAGE IS HAVING ANY
IMPACT ON YOUR CAMPAIGN?
Are you growing your following?
1 3
If the number of people who like your Facebook page keep
going up it means that your content is reaching and engaging
the right audience. If you find that it’s not increasing, you should
consider changing both content type and posting time to see if
you do better.
Are people engaging with your content? Is it
2 positive/negative?
Facebook insights allow you to measure if people are engaging
with your content as well as how they feel about it. Checking to
see the rates/numbers of likes, comments, unlikes, shares, etc.
is key to being able to post interesting content that will captivate
your audience.
Who is engaging with your content?
Your campaign has a target audience. Facebook
insights lets you see if you are reaching your target
audience. If the demographics indicators don’t
match your target, you can change your content to
reach the people you want.
When are people visiting your page?
4
The reach of every Facebook post is largely
dependent on when you post content since only
those online around the posting time will see your
content. Using insights will allow you to figure out
when your audience in on your page.
 WHY SHOULD YOU USE
TWITTER ANALYTICS?

Twitter analytics tell you how many people you are reaching and engaging with your content;
whether they are the right people; who your most influential followers are; what kind of
content is performing well.

Are you growing your following?

1 The number of followers you have will decide the reach of
your content. How well crafted the content is will decide
whether more people decide to follow you. Ultimately, if
you are sending the right content to the right people, your
following will grow at a steady pace.
Are people engaging with your content? Is it
2 positive/negative?
On Twitter, people can react to your content in 3 ways;
Like - People click on the heart to demonstrate that they
like your content/agree with it, Retweet - People agree
with your content/argument and click on RT so it appears
on their feed.
Who is engaging with your content?
3
On Twitter, your content can be seen by people
who follow you, those you might have tagged in
your tweet, those who have searched for a
hashtag you have used and also people
searching for the issue area you have tweeted
about. Images and short videos are more
engaging that pure text. If you have a campaign
target audience, studying your demographic
data via analytics will give you a good idea of
where your content is going and whether you
need to change it.
WHAT IF IT’S NOT WORKING?

After six months to a year, what if it’s

not working?

Is it not working because:

1 The execution wasn’t there -- didn’t hit petition

goals, follower and engagement growth, etc?
Do you need more resources, such as more staff time
or advertising budget?

Was the strategy wrong?

2 Did you hit all of your numbers and realize it didn’t create the
desired outcome? Then you may have new insights and need
to refine your goals!
 LADDER OF ENGAGEMENT:
MOBILIZING FROM ONLINE TO OFFLINE
Organize an activity
Offline
Host an event
Actions
Attend an event

Submit written/creative testimonial

Forward to a friend
Online
Actions Email decision makers
Start Here:
Submit online comments for hearings

Sign an online petition

Like, share and follow on social media

 STARTING UP THE LADDER:
CREATING A PETITION

Are you petition ready?

1 The goal or your petition should be specific and achievable. Ensure that it is
a SMART goal, as defined in MODULE 1.
A petition can be a very effective
way of drawing the attention of a Which influencers and decision makers are you targeting?
target decision maker.
2 A petition is a demonstration of public support or pressure: who are you
However, before you create a supporting or pressuring? How will that demonstration be communicated to
petition, make sure that you, the target audience effectively? You need a delivery plan to maximize the
along with your campaign staff, impact. Eg: Arun Jaitley, Finance Minister of India for a petition about
have found answers to the tobacco taxation.
following questions:
3 How will your petition make an impact?
Can you use the petition to get a meeting or start a conversation? The ask
to a decision maker has to be accompanied by an occasion to present the
petition and have a dialogue. E.g.: 300,000 people sign a petition for smoke
free schools and you present it to the Health Minister on the steps of
Parliament at a press conference and ask that they discuss your
recommendations with your advocates.
T H E B E S T P E T I T I O N D E L I V E R IES A R E “ D I R T Y ”

Dramatic

Inspiring

Relevant

Timely
Framework for Effective Implementation
of Tobacco Control Policies
 TACTICS FOR THREE STAGES OF
IMPLEMENTATION

EDUCAT ENFORC ASSES

E E
● Infographics; social content
● Retailer/Restaurant
outreach/partnerships (e.g.
restaurant week, contests)
● Offline campaign events
● Media reports/public polls
● Amplifying personal stories
● Key stakeholder engagement
● Crowdsourcing mobile apps or
toll-free lines for reporting
violations/success stories
● Anecdotal storytelling of
high-profile successes
● Calling out non-compliant
stakeholders visibly
S
● Aggregation of compliance
data into public formats
● Call to action campaigns for
specific government action to
boost compliance
● Thank you campaign to support
successful compliance
● Monitoring mechanisms to
strengthen or protect the law in
the policy space
 TRACK 1: MODULES STATUS
NEXT STEPS 0: IS YOUR ORGANIZATION DIGITAL READY?
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
You have now completed
MODULE 10 of 12 of Track 2: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
1.
3: HOW TO DESIGN A DIGITAL CAMPAIGN
You can move on to 4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR
Module 11 or go back and CAMPAIGN
finish any modules you 5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
have not yet completed.
6: HOW TO CREATE & USE A FACEBOOK PAGE
Module 0 is compulsory. 7: HOW TO CREATE & USE A TWITTER ACCOUNT

Use this table to navigate 8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
through the remaining 9: HOW TO USE FACEBOOK INSIGHTS
Track 1 modules:
10: HOW TO USE TWITTER ANALYTICS COMPLETE
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING
EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH
DIGITAL
THANK

YOU