Engaging with Young People   through Social Media         Young Scot
Young ScotYoung Scot is the national youth information and citizenshipcharity for Scotland.We provide young people, aged 1...
Key Impacts            INFORMING LEADERS                OPENINGIN EUROPE                DOORS              INFO           ...
Core Services
Some stats...• 420,000 Young Scot NEC cardholders across Scotland• Partnership with all 32 local authorities• 10m page req...
The Changing Face
Tech Lives
Tech Lives
The Power Shift
What is Social Media?Social media is the term commonlygiven to Internet and mobile-basedchannels and tools that allow user...
Sharing
Informing
Communicating
Gaming
Not Just Facebook…
The YS Approach
Facebook
Facebook – What to Look For
What is Twitter?“Twitter has replaced muttering to yourself on the                       sofa.”                  Frankie B...
Follow YS
Stay on Top of Twitter
YouTube
Evaluating YouTube
Blogging the Truth
Gamification
Mixing Channels
Up Next...
Recent Trends• Big increase in social media usage by young  people.• Social media used as an information source.• Interact...
Do and Do NotsDo  Engage in conversation - Interacting with an  audience through various social media channels  is key to ...
Getting Started•   What are your main objectives?•   Who is your target audience?•   Which tool is best for you?•   Do you...
Top Tips• Let your objectives drive the tool, not the other  way around.• Have a consistent voice.• Plan ahead.• Vary your...
Remember...• It’s long term – don’t expect immediate results• It takes effort – You must be willing to engage• It’s about ...
Where Next?
Be Social!Martin Dewar, Digital DirectorE: martind@youngscot.orgT: 0131 313 2488Twitter: martindewar
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Social media week presentation engaging young people

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  • - Notion of cyberspace dissolving. Originally the online population was tiny, and so you would speak to people online that you didn’t know.
  • What are social networks for?- Content such as links, video, audio, pictures etc
  • News, specialist topics and moreYoung Scot, BBC, Wikipedia etcInformation presented in a range of media
  • YS pages are fan pages. Young people ‘like’ them.Signposting to main services and other relevant information/organisationsReally strong communication tool. General chat, replacement cardsNov 2011 – In school = 2193 Extra = 1433Exclusive competitions. Build up reason to come back and spread word to others.
  • Challenging negative perceptionsFacilitating debatePositive media partnerships to communicate outputsPros - Allows for more in depth views, Growth around trends, strong links with social media for word of mouthCons – More disciplined approach to content, not as instant as requires more time to read and analyse
  • Social media week presentation engaging young people

    1. 1. Engaging with Young People through Social Media Young Scot
    2. 2. Young ScotYoung Scot is the national youth information and citizenshipcharity for Scotland.We provide young people, aged 11 - 26, witha mixture of information, ideas and opportunities to help thembecome confident, informed and active citizens. • Make informed decisions and choices • Turn their ideas into action • Take advantage of the opportunities available to them in Scotland and the rest of Europe • Have the confidence and knowledge to take their place as active citizens in their communities- locally, nationally and globally
    3. 3. Key Impacts INFORMING LEADERS OPENINGIN EUROPE DOORS INFO (UNCRC) TAKINGIMAGE ACTION CAPACITY BUILDERS
    4. 4. Core Services
    5. 5. Some stats...• 420,000 Young Scot NEC cardholders across Scotland• Partnership with all 32 local authorities• 10m page requests per year on www.youngscot.org sites• Young Scot NEC - 1,200+ discounts in Scotland• 100,000 reciprocal deals across 42 countries• 65,000 copies and 32 local versions of the Young Scot Book published in 2012• IIP Gold Accreditation achieved in 2009
    6. 6. The Changing Face
    7. 7. Tech Lives
    8. 8. Tech Lives
    9. 9. The Power Shift
    10. 10. What is Social Media?Social media is the term commonlygiven to Internet and mobile-basedchannels and tools that allow users tointeract with each other and shareopinions and content
    11. 11. Sharing
    12. 12. Informing
    13. 13. Communicating
    14. 14. Gaming
    15. 15. Not Just Facebook…
    16. 16. The YS Approach
    17. 17. Facebook
    18. 18. Facebook – What to Look For
    19. 19. What is Twitter?“Twitter has replaced muttering to yourself on the sofa.” Frankie Boyle “Twitter is weird. Weird but lovely. Thats over a hundred comments on my socks. all positive Im pleased to say, but nonetheless....” Stephen Fry
    20. 20. Follow YS
    21. 21. Stay on Top of Twitter
    22. 22. YouTube
    23. 23. Evaluating YouTube
    24. 24. Blogging the Truth
    25. 25. Gamification
    26. 26. Mixing Channels
    27. 27. Up Next...
    28. 28. Recent Trends• Big increase in social media usage by young people.• Social media used as an information source.• Interactive is best.• Timeline FB – apps, creative content crucial.• Response time significantly reduced!• Young people will spread the word.
    29. 29. Do and Do NotsDo Engage in conversation - Interacting with an audience through various social media channels is key to creating a strong dialogue with stakeholders.Don’t Forget that a social media presence becomes part of a brand legacy - Posts, pictures, images, tweets, status updates (content in general) can stay online forever.
    30. 30. Getting Started• What are your main objectives?• Who is your target audience?• Which tool is best for you?• Do you have the resources to commit?• How will you evaluate the success?• Are there any barriers e.g. firewalls, company policies?
    31. 31. Top Tips• Let your objectives drive the tool, not the other way around.• Have a consistent voice.• Plan ahead.• Vary your content type.• Cross link your content.• Combination of tools is best.• Don’t be scared to try something new.
    32. 32. Remember...• It’s long term – don’t expect immediate results• It takes effort – You must be willing to engage• It’s about member engagement – Facilitate conversations between, you and your members and among your members.• If you want your members to spread your message you have to trust them
    33. 33. Where Next?
    34. 34. Be Social!Martin Dewar, Digital DirectorE: martind@youngscot.orgT: 0131 313 2488Twitter: martindewar

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