R4D Peer Exchange on Theories of Change - Videos and resources

On July 31 2012 we organised a Peer Exchange session on Theories of Change (ToC). The event took place at DFID in London, was organised in the context of the R4D project with our colleagues from CABI and CommsConsult. The aim was to better understand how ToC can be used in research uptake and communication programmes.

Around 15 people took part in this two-hour session. For the occasion, as well as DFID staff, we were joined by Duncan Green from Oxfam GB and Simon Batchelor from IDS, who have both done a lot of thinking and and writing on the subject of ToC and research.

Two excellent summaries and reflections on the meeting can be found on Duncan Green's blog and on Research to Action website:

• Can theories of change help researchers (or their funders) have more impact?
• 10 ways DFID can improve Theories of Change for Research Uptake

After the session, we recorded a short conversation with Simon Batchelor and Duncan Green. In the video below, Simon and Duncan explain how they got interested in Theories of Change. They discuss how ToC can be used in research programmes and how DFID and other donors could created incentives for researchers to use ToC in their work. 

The video is about 12 minutes long but worth watching there is rich content and insights that reflect the discussion and debate of the day.

In case you don't have time to watch the full recording, we have also produced these five short clips:

• Using Theories of Change in development programmes
• How to create incentives for researchers wanting to do Theories of Change?
• Theories of Change in research uptake
• Theories of Change and communications in research projects

More resources and discussions on Theories of Change in research can be found on the Research to Action website.

Blog posts from previous R4D Peer Exchange sessions are available at this link.

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Connecting and engaging with research audiences: Oxfam social media mix and strategy

Earlier in April 2012 the third and last R4D peer exchange meeting took place in DFID. After having discussed issues related to measuring the success in research uptake and understanding audiences behaviours in accessing digital content, this third session looked into how to connect and engage with research audiences. Joel Bassouk, Digital Communications Manager at Oxfam International, presented the great work that his organisation is doing, how they are using social media and the results they are achieving.

Connecting with audiences with social media

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Oxfam social media mix and strategy may be fairly similar to what others are doing but clearly the scale of the results achieved by the organisation is impressive. Some key points and practises are definitely worth mentioning and highlighting.

According to Joel, connecting and engaging with users online means first and foremost to know the audiences you are targeting your communication to. Google Analytics, user surveys and regular content audits are key elements of this process.

Once you have clear who you want to reach, the next step is to create good and engaging content: research reports, articles, policy papers, blogs, press releases, photos, videos, infographics, presentations, case studies, op-eds, interviews - these are all content items that need to be taken in consideration. But equally important, it's to define clear guidelines, workflows and sign-off process that each staff member can easily access through the corporate intranet.

However, it is not enough to have great content if this just sits on a website. Therefore, Joel reminded us how important it is for this content to be findable, searchable and shareable. In Oxfam's experience, as for may other organisation, visits from search engines represent the first source of inbound traffic. Search Engine Optimisation (SEO) and writing for the web need to be taken seriously if you want make sure Google search works in your favour and not against you. 

Additionally, one key element that emerged from Oxfam experience is the need to repackage and cross post content on the different social media channels in use. Oxfam produces a lot of research reports and the digital communication team accompanies these with additional outputs such as infographics and images but also sound bites and 'three things about the report'. These additional outputs are tweeted and posted on the appropriate channels.

But with all the social and digital media available, how do you choose the right mix? According to Joel, there's a clear A-list that forms Oxfam social media portfolio: Facebook, Twitter YouTube and Flickr are clearly the must-have channels. Additionally, Oxfam makes also use of Google+, Wikipedia, LinkedIn, Pinterest, Tumblr, and Scribd.

Last but not least, RSS feed should not be forgotten - and I cannot agree more with this: as an old colleague of ours used to say, "RSS are really the blood of the social web."

How ODI uses digital tools for measuring success in research uptake

A fascinating peer exchange last week in DFID discussed issues (and possible solutions) to the challenges related to monitoring and evaluating research uptake and communication efforts. The session, facilitated by my colleague Pete Cranston, was the first in a series of 3 meetings organised as part of the R4D project, to address different aspects of social media and engagement in and around development research.

The conversation was started by an excellent presentation from ODI’s Nick Scott. Over the past months, Nick has put a lot of effort into looking at how ODI was doing its own M&E of research uptake. As a result, the organisation has adopted a new analytical framework - and a new set of tools to track usage and uptake of their research outputs. The ODI approach and dashboard is well described by Nick in a recent post and presented in the slides below - if you have missed them and are interested in the subject, make sure you have a read both of them.

ODI's M&E approach and dashboard on Prezi

What the ODI’s experience shows is why and how research organisations should escape the “tyranny of downloads”. Downloads and pageviews alone are simply not enough to capture the different ways in which users interacts with the digital content in today’s social web. For example, for ODI a good 10% of their traffic is generated by social media. Tweets, shares, Facebook likes they all add a new layer of information that needs to be taken into account. An efficient use of digital tools can help in capturing much more of this information and do a better job in assessing the uptake and impact of research outputs.

Additionally, even when you are able to track all these elements, you need to make up your mind and decide on which metrics you are actually going to focus. When it comes to Google Analytics for example, ODI focuses on just a couple of the many different things you can track - unique visitors, entry pages, country of origin and a few others. But the choice of metrics and indicators is very much related to the goals you want to achieve, and how the information gathered can be put to use.

But why track stats and pile up information if you can’t make use of it? ODI M&E reports are now more intuitive to read, more colorful and graphic and able to present insights in easy formats. They are shared throughout the organisations in a much more open way. Further, because the different statistics are tracked at the level of the single outputs produced, they provide ODI’s communications team with the evidence to back up what its already known, but not always proved: using a balanced mix of channels and a more comprehensive communication approach creates a positive circle that gives more mileage to the research outputs. ODI researchers are now more inclined to write opinion pieces and blog posts that complement research reports, or to tweet about their new publications.

Finally, looking at the specific technical implementation that ODI has put in place, this seems to be rather advanced and complex. It uses APIs, servers logs and business intelligent applications to combine a set of different statistics into a structured dataset that can be enquired at any given moment though a dashboard interface. This is the result of 6 months of work and quite some investment in time and technology, so it wouldn’t probably be a viable solution smaller organisations. However, as Nick suggests in the video below, there is a huge need of a ‘think tank M&E’ tool that is affordable and allows to track the footprint of research outputs across the social web. Hopefully we won’t have to wait long before such an application is available.