From Phones to Facebook: How to Engage Youth on the Front Lines of Social Media / Jason Shm, Mosaic Counselling & Family Services

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If your organization works with youth, this session is for you. This session will present a case study of how an organization that serves over 600 youth living in economically disadvantaged …

If your organization works with youth, this session is for you. This session will present a case study of how an organization that serves over 600 youth living in economically disadvantaged neighborhoods was able to successfully implement a social media strategy to better meet program objectives. The results were a higher level of engagement, better communication with youth clients and significant savings in staff time. This session will also provide an overview and understanding of the youth perspective on social media, trends, and mobile usage. Session participants will be given specific strategies to address issues such as: organizational buy-in; staff training; implementation and effective usage of Facebook, Twitter, and SMS broadcasting; integration with organizational goals; and adapting to emerging technologies.

- A youth perspective of Facebook, Twitter, and mobile usage
- An understanding of youth trends in Internet and mobile usage
- How to implement a social media strategy for your organization

More in: Technology , Business
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  • 1. From Phones toFacebook: How toEngage Youth on theFront Lines of SocialMediaJason ShimShub Sengupta
  • 2. Credit: Flickr/Aidan_Jones
  • 3. Credit: Flickr/jurvetson
  • 4.
  • 5. 10%90%
  • 6. Youth What you see What you discover
  • 7. Takeaways1. A youth perspective ofFacebook, Twitter, andmobile usage2. An understanding ofyouth trends3. Case study
  • 8. Due to subject matter,viewer discretion is advised
  • 9. 600
  • 10. 3000minutes
  • 11. 50hours
  • 12. 300hours
  • 13. 3600hours
  • 14. Shubs life pre-Facebook
  • 15. Shubs life pre-Facebook
  • 16. Shubs life pre-Facebook
  • 17. Photo credit: Flickr user, susanvg
  • 18. Photo credit: Flickr user, pigstyave
  • 19. Google GrantsScreenshot
  • 20. E-newsletterscreenshot
  • 21. Pathways demographics• 50% under 30• The generational divide:• Gen Y: 31 %• Gen X: 54%• Babyboomers: 8%• Did not respond: 7%• Attitudes towards technology:• Tweet all the time: 48%• Shut it off when go home: 44%• Barely remember to charge phone: 6%
  • 22. TheShoppingMallApproach
  • 23. What if______happenedin ashoppingmall?
  • 24. Bawhadiffs
  • 25. Implementing social media• Executive buy-in• Find a champion• Form the committee• Set goals• Develop a vision statement• Develop Policy –• Implement• Evaluate
  • 26. Staff Training
  • 27. The Results- Staff time savings- Many unintended benefits- Increased student engagement- Increased volunteer engagement- Increased staff engagement- $10,000 grant
  • 28. The key? Experimentation.
  • 29. Why?
  • 30. Facebook is the public presentation of self.Twitter details mental process.
  • 31. OMG WTF who steals clothes from a dryer? Srsly?
  • 32. Subtweets
  • 33. Twitter can reveal the 90% that you don’t see.
  • 34. Pull out your cell phone
  • 35. 347.688.7446
  • 36. Generation Y and Z consider emailpassé
  • 37. How did we get here?Email – 1972, mid 90sICQ, MSN – mid 90sInstant messaging – mid 90sGoogle – 1996Blogger – 1999Text messaging – 1999Facebook – 2004iPhone – 2005Modern Blackberry – 2006Twitter – 2006What’s the connection?
  • 38. What are teenagers using?
  • 39. Smartphone usage23% of youth 12-1731% of youth 14-17
  • 40. How many texts a month?
  • 41. Facebook Usage Among Teens On Facebook Not on Facebook
  • 42. How often teens check Facebook Once a day A few times a week A few times a month Less than once a month
  • 43. Facebook Demographics• 50% of online 12-year-olds• 65% of online 13-year-olds• 83% of online 14-year-olds• 65% of teens with smartphones are continuous users
  • 44. If you want to know whatteens are using, ask them. If you want to know howthey’re using it, watch them.
  • 45. Six Trends You Need To Know1) Facebook is now the primaryonline communication mediumfor the majority of youth in high school.
  • 46. Six Trends You Need To Know 2) The majority of youth who have email accounts do not regularly check their inboxes.
  • 47. Six Trends You Need To Know3) Some youth do not use email at all, preferring to use only Facebook for onlinecommunication, since Facebook allows students to authenticate accounts with mobile phones.
  • 48. Six Trends You Need To Know Students with cell phonestypically average between 1,200 – 1,500 sent messages per month.
  • 49. Six Trends You Need To Know 5) The number of text messages sent is lower forstudents who use smartphones. Instead, they are using BBM, iMessage, Facebook Messenger, and Twitter.
  • 50. Six Trends You Need To Know 6) SMS broadcasting is a particularly effective tool toremind and engage students of upcoming events or tasks that need to be completed.
  • 51. Do you understand Facebook?
  • 52. Facebook messages are ideal forcommunicating basic information toyouth.
  • 53. Facebook groups are ideal forsmall group communication.
  • 54. Facebook chat is good formaintaining regular contact.
  • 55. Facebook creeping. Be aware.
  • 56. Facebook boundaries.
  • 57. Feedback from the front lines
  • 58. Go to where the youth are.
  • 59. Youth Council
  • 60. Focus on the relationship. Don’t sell. Engage.
  • 61. What does this mean fororganizations?• Schoolboard policies and firewalls • Can students get what they need? • Balancing student needs with limited resources.• Ontario College of Teachers
  • 62. Photo credit: Flickr user,
  • 63. for textingFrontlineSMS for for photos / videos
  • 64. The digital divide
  • 65. Startups and Nonprofits• What is your time worth?• Are you leaving time to innovate?
  • 66. Don’t try to predict the future.
  • 67. Photo credit: Flickr user, csb13
  • 68. If we listened to our intellect, wed never havea love affair. Wed never have a friendship.Wed never go into business, because wed betoo cynical. Well, thats nonsense. Youve gotto jump off cliffs all the time and build yourwings on the way down. – Annie Dillard Photo credit: Flickr user, jphilipson
  • 69. Jason Shimjshim@mosaiconline.caFB/Twitter/LinkedIn: JasonShimShub Senguptashub.sengupta@gmail.comFB/Twitter/LinkedIn: ShubSenguptaRate our session!