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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 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.

Takeaways
- 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

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

  1. 1. From Phones toFacebook: How toEngage Youth on theFront Lines of SocialMediaJason ShimShub Sengupta
  2. 2. Credit: Flickr/Aidan_Jones
  3. 3. Credit: Flickr/jurvetson
  4. 4. http://www.youtube.com/watch?v=kZnztwiWZo4
  5. 5. 10%90%
  6. 6. Youth What you see What you discover
  7. 7. Takeaways1. A youth perspective ofFacebook, Twitter, andmobile usage2. An understanding ofyouth trends3. Case study
  8. 8. Due to subject matter,viewer discretion is advised
  9. 9. 600
  10. 10. 3000minutes
  11. 11. 50hours
  12. 12. 300hours
  13. 13. 3600hours
  14. 14. Shubs life pre-Facebook
  15. 15. Shubs life pre-Facebook
  16. 16. Shubs life pre-Facebook
  17. 17. Photo credit: Flickr user, susanvg
  18. 18. Photo credit: Flickr user, pigstyave
  19. 19. Google GrantsScreenshot
  20. 20. E-newsletterscreenshot
  21. 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. 22. TheShoppingMallApproach
  23. 23. What if______happenedin ashoppingmall?
  24. 24. Bawhadiffs
  25. 25. Implementing social media• Executive buy-in• Find a champion• Form the committee• Set goals• Develop a vision statement• Develop Policy – www.policytool.net• Implement• Evaluate
  26. 26. Staff Traininghttp://on.fb.me/limitedprofile
  27. 27. The Results- Staff time savings- Many unintended benefits- Increased student engagement- Increased volunteer engagement- Increased staff engagement- $10,000 grant
  28. 28. The key? Experimentation.
  29. 29. Why?
  30. 30. Facebook is the public presentation of self.Twitter details mental process.
  31. 31. OMG WTF who steals clothes from a dryer? Srsly?
  32. 32. Subtweets
  33. 33. Twitter can reveal the 90% that you don’t see.
  34. 34. Pull out your cell phone
  35. 35. 347.688.7446
  36. 36. Generation Y and Z consider emailpassé
  37. 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. 38. What are teenagers using?
  39. 39. Smartphone usage23% of youth 12-1731% of youth 14-17
  40. 40. How many texts a month?
  41. 41. Facebook Usage Among Teens On Facebook Not on Facebook
  42. 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. 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. 44. If you want to know whatteens are using, ask them. If you want to know howthey’re using it, watch them.
  45. 45. Six Trends You Need To Know1) Facebook is now the primaryonline communication mediumfor the majority of youth in high school.
  46. 46. Six Trends You Need To Know 2) The majority of youth who have email accounts do not regularly check their inboxes.
  47. 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. 48. Six Trends You Need To Know Students with cell phonestypically average between 1,200 – 1,500 sent messages per month.
  49. 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. 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. 51. Do you understand Facebook?
  52. 52. Facebook messages are ideal forcommunicating basic information toyouth.
  53. 53. Facebook groups are ideal forsmall group communication.
  54. 54. Facebook chat is good formaintaining regular contact.
  55. 55. Facebook creeping. Be aware.
  56. 56. Facebook boundaries.
  57. 57. Feedback from the front lines
  58. 58. Go to where the youth are.
  59. 59. Youth Council
  60. 60. Focus on the relationship. Don’t sell. Engage.
  61. 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. 62. Photo credit: Flickr user,
  63. 63. ResourcesRemind101.com for textingFrontlineSMS for textingAnimoto.com for photos / videos
  64. 64. The digital divide
  65. 65. Startups and Nonprofits• What is your time worth?• Are you leaving time to innovate?
  66. 66. Don’t try to predict the future.
  67. 67. Photo credit: Flickr user, csb13
  68. 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. 69. Jason Shimjshim@mosaiconline.caFB/Twitter/LinkedIn: JasonShimShub Senguptashub.sengupta@gmail.comFB/Twitter/LinkedIn: ShubSenguptaRate our session! j.mp/12ntcomg

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