alexander zdravkovic marketing insight march 2010

Market Insight / enabling you to get closer to your audiences

Alexander Zdravkovic

Marketing Insight

March 2010

From Poverty to Power (FP2P) From Poverty to Power (FP2P) Blog Evaluation Blog Evaluation


Contents

- Objectives

- Methodology

- Results


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 11th February to 2nd March.

Total Respondents 266


FP2P blog visitors: Breakdown by GenderFP2P blog visitors: Breakdown by Gender The FP2P blog has slightly more male readership (54%) than female readership (46%)

54%

46%

42%

44%

46%

48%

50%

52%

54%

56%

Male Female

SurveyShack FP2P poll Feb 2010, Q: You are? Male:FemaleBase: 266


FP2P blog visitors: Breakdown by AgeFP2P blog visitors: Breakdown by Age The majority of FP2P blog readers are in the age group 25-34 (44%)

0.00

%

18%

44%

21%

12%

5% 0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

17 or under 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+

SurveyShack FP2P poll Feb 2010, Q: You are? 17 or under, 18-24, 25-34, 35-44, 45-54, 55-64Base: 266


FP2P blog visitors: Breakdown by job/roleFP2P blog visitors: Breakdown by job/roleThe 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.

7%

16%

22%

28%

5% 4%

18%

0%

5%

10%

15%

20%

25%

30%

Activist/NGOsupporter

Oxfam staff Other NGO staff Academic/student Government Journalist Other (pleasespecify)

SurveyShack FP2P poll Feb 2010, Q: How would you describe your current role?Base: 266


SurveyShack FP2P poll Feb 2010, Q: How did you find out about the From Poverty to Power blog? Base: 266

29%

27%

14%

12%

8% 7%

3%

0%

5%

10%

15%

20%

25%

30%

35%

From another blog Work colleague Other (pleasespecify)

Oxfam website Friend/family Web search Social media(twitter, facebook

etc)

How did the From Poverty to Power (FP2P) blog visitors first hear about the How did the From Poverty to Power (FP2P) blog visitors first hear about the blog?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’


How often do the FP2P blog visitors read the blog? 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%).

3%

11%

52%

34%

0%

10%

20%

30%

40%

50%

60%

First time user Less than once per week 1-3 times per week More than 4 times per week

SurveyShack FP2P poll Feb 2010, Q: How often are the do you read the FP2P blog? Base: 266


How regularly do the FP2P blog visitors share blog content?How regularly do the FP2P blog visitors share blog content?The majority of FP2P blog readers share content less than once per week (64%).

64%

22%

1%

13%

0%

10%

20%

30%

40%

50%

60%

70%

Less than once per week 1-3 times per week More than 4 times per week I don’t share blog content

SurveyShack FP2P poll Feb 2010, Q: How regularly do you share content from the blog with others ?Base: 266


How useful do FP2P blog visitors find the blog?How useful do FP2P blog visitors find the blog?78% of the FP2P blog readers describe the blog as ‘very useful’ or ‘slightly useful’.

43%

35%

14%

7% 1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1 – very useful 2 - slightly useful 3 - about average 4 - not that useful 5 - not useful at all

SurveyShack FP2P poll Feb 2010, Q: In general, how useful do you find the blog? (Please choose one of the following)Base: 266


What do the FP2P blog visitors think about the frequency that Duncan posts.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’

18%

81%

1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Too much About right Not enough

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 enoughBase: 266


What post topics do the FP2P bog visitors prefer?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.

1.6

1

2.6

8

3.5

0

3.9

2

4.5

8

5.4

5

5.9

3

6.7

7

1

2

3

4

5

6

7Original articles,discussions and

opinioneditorials

Summaries ofother

organisations’research

Summaries ofOxfam’sresearch

Signposts/linksfrom the author

Book reviews Funnies,cartoons etc

Video content NGOs / Charities

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


How successful do the FP2P visitors think the blog is provoking debate and How successful do the FP2P visitors think the blog is provoking debate and discussion?discussion? The majority of the FP2P readers (74%) think that it is successful in ‘provoking debate and conversation about development issues’

32

%

42

%

20

%

5%

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1 – very successful 2 - slightly successful 3 - About average 4 - Not that successful 5 – not successful at all

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


Suggestions by the FP2P blog visitors for improving the quality/usefulness of Suggestions by the FP2P blog visitors for improving the quality/usefulness of the blogthe 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 is 32.5%

Increase comments / respond to comments, improve debate, more dialogue with other blogs / 'links I like‘, more discussion

20%

Posts are too long / shorter posts 14.2%

Guest bloggers, interviews, 'developing world' viewpoint 10.8%

Nothing 9.2%

Too many posts 8.3%

More variety e.g. less analytical, more cartoons, less 'mainstream views' 8.3%

Improve Blog Layout / format of the blog / Navigation / search functions 6.7%

More 'from the ground' stories 5.8%

Consistent topics or themes e.g one theme a week / 2 or 3 topics a month 5.8%

SurveyShack FP2P poll Feb 2010, Q: Do you have any suggestions for improving the quality/usefulness of the blog?Base: 266


What other blogs do the FP2P blog visitors also read?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 Blattman 32.4%

AidWatch 25.4%

Owen Barder 20.8%

ODI 11.6%

None 12.7%

Too many to mention 12.1%

Wronging Rights 8.7%

Global Dashboard 8.1%

Dani Rodrik 7.5%

Blood and Milk 7.5%

WB blogs 6.9%

Aid Thoughts 6.9%

SurveyShack FP2P poll Feb 2010, Q: What other development/environment/current affairs blogs do you read regularly?

Base: 266


ConclusionsConclusionsThe 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.

alexander zdravkovic marketing insight march 2010

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