2010 ISAP Conference 2010 Using Internet and Social Media in Immigrant Settlement Work


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Slides from Marco Campana's workshop at the 2010 ISAP conference, focusing on use of social media in the non-profit community-based immigrant services sector in Ontario, Canada.

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  • http://www.flickr.com/photos/cyprien/3174008527/sizes/o/
  • http://royal.pingdom.com/2009/09/18/the-sad-truth-about-todays-internet-population/ http://www.statcan.gc.ca/daily-quotidien/080612/dq080612b-eng.htm
  • How can you create a learning, innovative, welcoming organization? How can you leverage the strengths, differences and divides to build something better?
  • Word Association - What do you think of when you hear Gen Y?
  • How can you create a learning, innovative, welcoming organization? How can you leverage the strengths, differences and divides to build something better?
  • How can you create a learning, innovative, welcoming organization? How can you leverage the strengths, differences and divides to build something better?
  • Listening: Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit. (5 hours per week) Participate: Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment. You can also participate vicariously through bloggers by encouraging them to write about your organization. (10 hours per week - also includes listening tasks as they go hand-in-hand) Generate Buzz: Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content. Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category that are found in other categories. I'd also include your individual social networking profile which can be a great way to spread buzz (or spread yourself too thin.) (10-15 hours per week - also includes some listening tasks) Share Your Story: You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site. Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks. But even better is getting your constituents to share their stories about your organization with others (which takes more time because it is more in the community building area) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill) Community Building and Social Networking: You build relationships online, nurture a community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising. Note, this step goes beyond just setting up your individual profile or creating a fan page or profile -- to get results in this category - it requires heavy lifting. I wouldn't advise an organization to start here ... (20 plus hours a week) http://www.flickr.com/photos/cambodia4kidsorg/2906235414/ http://farm4.static.flickr.com/3027/2905389559_d3ec3e6530.jpg
  • 2010 ISAP Conference 2010 Using Internet and Social Media in Immigrant Settlement Work

    1. 1. The Internet and Social Media What's the future of settlement work? http://www.flickr.com/photos/tyla/2613836330 Marco Campana, OCASI @marcopolis ISAP Conference 2010
    2. 3. Our Focus Today <ul><li>Intro </li></ul><ul><li>Looking back before we look forward </li></ul><ul><li>Social Media – the pitch </li></ul><ul><li>Some great </li></ul><ul><li>It’s not just about technology </li></ul><ul><li>Should you hire a new generation of employees? </li></ul><ul><li>Time </li></ul><ul><li>Orgs and Funders </li></ul>
    3. 4. <ul><li>Services are accessible to all who need them. </li></ul><ul><li>Services are offered in an inclusive manner, respectful of and sensitive to diversity. </li></ul><ul><li>Clients are empowered by services. </li></ul><ul><li>Services respond to needs as defined by users. </li></ul><ul><li>Services take account of the complex, multifaceted, interrelated dimensions of settlement and integration. </li></ul><ul><li>Services are delivered in a manner that fully respects the rights and dignity of the individual. </li></ul>12 Core Values of Settlement Work Canadian Council for Refugees
    4. 5. 12 Core Values of Settlement Work <ul><li>Services are delivered in a manner that is culturally sensitive. </li></ul><ul><li>Services promote the development of newcomer communities and newcomer participation in the wider community and develop communities that are welcoming of newcomers. </li></ul><ul><li>Services are delivered in a spirit of collaboration. </li></ul><ul><li>Service delivery is made accountable to the communities served. </li></ul><ul><li>Services are oriented towards promoting positive change in the lives of newcomers and in the capacity of society to offer equality of opportunity for all. </li></ul><ul><li>Services are based on reliable, up-to-date information. </li></ul>
    5. 6. <ul><li>Anonymous and/or confidential access to information. </li></ul><ul><li>Be empowered to the extent possible. </li></ul><ul><li>Assistance based on the inquirer's personal value system. </li></ul><ul><li>Treatment based on respect and sensitivity to cultural, generational and age/disability related differences. </li></ul><ul><li>Self-determination and the opportunity to access the most appropriate service available in the human services system. </li></ul><ul><li>Accurate and comprehensive information about services. </li></ul><ul><li>An appropriate level of support in obtaining services. </li></ul><ul><li>A grievance procedure if they feel they have not received satisfactory service. </li></ul>Client Bill of Rights Alliance of Information & Referral Systems
    6. 7. Help people explore and make the most of what they need. Communicate and connect with people. Connect them with the information and people they need. Be Trusted Sources. Do it all WITH our clients, not TO them.
    7. 8. Settlement Modernization
    8. 9. Operating Vision <ul><li>Common Contract – Outcome Based Performance </li></ul><ul><li>Flexible funding model to support innovative and dynamic programming </li></ul><ul><li>Capacity building </li></ul><ul><li>Report results and trends / needs </li></ul>Service Provider Perspective – Strategic partnerships with other service providers/responsive to emerging needs Local needs addressed through local planning and community-wide coordination (LIPs, RNEN, Local Labour Market Planning tables) Ministry Perspective – Government priorities; oversight and policy development <ul><li>Immigrant Services – clear entry points/access to services/multi-channel </li></ul><ul><li>Multi-service locations/province-wide coverage/services mobile and dynamic </li></ul><ul><li>Deliver immigrant services based on defined client needs & outcomes </li></ul><ul><li>Refer to other support services as required </li></ul><ul><li>Manage provider relationship </li></ul><ul><li>Monitor performance </li></ul><ul><li>Develop streamlined processes to support integrated service delivery </li></ul>Client Perspective – Continuum of services; no eligibility gaps; alignment with core programs (e.g. health, education, housing, employment)
    9. 10. Innovations Now: JSW, Newcomer Information Centres, Settlement Workers in Schools, LINC, Orientation materials Library Settlement Partnerships, Youth-centered programming, Professional Development conferences for IEPs, Higher level language training, LT in the workplace, Occupation-specific language training, Local Immigration Partnerships. Future Innovations: Enhancing pre-Arrival Services, Coordinated Language Assessment and Referral System, Occupation Specific Language Training – OSLT, Employment Related Services, Welcoming Communities, Capacity-building (focus on governance and needs assessment)
    10. 11. Social Media
    11. 12.
    12. 13. What if increased use of online tools could save us time, free us up to do more interesting work, get us the information we needed to do our jobs and engage our community more efficiently, effectively? Working Smarter?
    13. 14. Silos Synergies http://www.flickr.com/photos/dailypic/1459055735/
    14. 15. FROM knowledgeable individuals ad hoc information sharing, if at all short-term knowledge capacity Less than optimal performing organization TO knowledgeable individuals and organizations Information and knowledge sharing systematic, formal, strategic sharing generating new knowledge continuity in knowledge retention tools and processes to support an even better performing orgs RESULTS IN greater access to information better program planning & delivery more effective and efficient service to clients /members/ stakeholders better partnerships with service providers and stakeholders stronger organizational systems
    15. 16. Why Social Media? It’s happening now . With or without you. The people you want to reach are already using it.
    16. 17. “ Among people born in Canada, 75% used the Internet, compared with 66% of those born elsewhere. However, the rate was 78% among immigrants who arrived in Canada during the last 10 years. Most of these recent immigrants live in urban areas.” Statistics Canada
    17. 18. 39,778 members 50,932 members 1,502 members 17,538 Members and many more...
    18. 19. eLearning Online Video Learning Portals Current Examples
    19. 24. <ul><li>5 Pillars </li></ul><ul><ul><ul><li>Ease of Use (tech becoming boring, easier) </li></ul></ul></ul><ul><ul><ul><li>Trusted Networks (that's you!) </li></ul></ul></ul><ul><ul><ul><li>Everyone Can Publish (if you can send an email, you can use social media) </li></ul></ul></ul><ul><ul><ul><li>Actively Passive (set it and forget it – well, almost) </li></ul></ul></ul><ul><ul><ul><li>Media Rich (use pictures, video to inform, educate, serve) </li></ul></ul></ul>Social Media
    20. 25. Your Org Here Your Service Platform Other?
    21. 29. It’s Not Just About the Technology
    22. 30. A service evolution doesn't happen when we adopts new tools. It happens when we adopt new behaviours (to paraphrase Clay Shirky) .
    23. 31. Connect and integrate your online work with your offline work For e-service delivery, technology is valuable when it complements or maximizes a relationship currently in progress.
    24. 32. <ul><li>Important principles: </li></ul><ul><li>No loss of human service interaction with clients </li></ul><ul><li>Minimal increase in workload for staff; instead, a change in how we do our work with some of our clients </li></ul><ul><li>E-services must complement existing services </li></ul><ul><li>Online work must contribute to meeting client service targets </li></ul><ul><li>E-services is not for all clients </li></ul><ul><li>Privacy and confidentiality are essential </li></ul><ul><li>Maintaining a high level of client-centric service focus </li></ul>
    25. 33. How can we complement existing service delivery to offer clients another way to get help? Can on-line, interactive access to and connection with counsellors, information, mentors and advisors, peers, and other learning resources be part of a service solution?
    26. 34. Service Evolution: S.Org Example The site started with a discussion forum. No uptake. Took it off the site. We responded to emails from site users. 1 to 1. We were getting very similar emails from multiple people. Started creating form emails. 1 to many - kind of, but not really. Trend increased. We brought back the discussion area. Posted the question and answer, then email them back with the address where their answer could be found. 1 to many. Eventually, we restricted the places where people could send us email, and directed them to our discussion forum to ask questions. Discussion forum membership and postings increased. No one was answering questions but us. All postings were moderated (funder pressure, very much the right decision!) Still 1 to many. At some point, after some time, for some reason, people started not only posting questions, but also answers! Some users became frequent contributors, site experts. Some threads now include dozens of replies, thousands of reads. Some of them are not even questions, but discussions about experiences, opinions on issues, etc. We have a full time discussion area facilitator. We could use another!
    27. 35. Can you solve your social media problem by hiring a new generation of employees?
    28. 36.
    29. 37. It isn’t an age thing. It's a skill, attitude, innovation thing. And, that's ageless.
    30. 38. <ul><li>They bring </li></ul><ul><li>Energy </li></ul><ul><li>New Skills </li></ul><ul><li>Attitude </li></ul><ul><li>Creativity </li></ul><ul><li>Innovation </li></ul><ul><li>Facebook </li></ul><ul><li>Social media </li></ul><ul><li>You have </li></ul><ul><li>Experience </li></ul><ul><li>Structure </li></ul><ul><li>Awareness </li></ul><ul><li>Community </li></ul><ul><li>Introspection </li></ul><ul><li>Face time </li></ul><ul><li>Social connection </li></ul>New Hires
    31. 39. It’s Not Just About the Technology
    32. 40. Be open to the possibilities of how technology can serve our work (instead of the reverse). Now, more than ever before, this is possible.
    33. 41. 1. Listen Up! 2. Target your audience 3. Develop an active idea 4. Produce engaging content 5. Distribute your content 6. Get social Engaging Online: A 6 Step Program http://www.fenton.com/watta/
    34. 42. How much time?
    35. 43. Orgs and Funders <ul><li>Lack of control and understanding </li></ul><ul><li>Banning access – social media as waste of time </li></ul><ul><li>Reportable stats (the all important PR Card number) </li></ul><ul><li>Do funders get this? </li></ul>
    36. 44. The future of settlement work is a culture of innovation, creativity, learning, serving.