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Oxford social media workshop


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Oxford social media workshop

  1. 1. Building Online Community <ul><li>Social Media Conference </li></ul><ul><li>Oxford Town Hall </li></ul><ul><li>22nd September 2011 </li></ul><ul><li>31 st May 2011 </li></ul><ul><li>Catherine Howe </li></ul>
  2. 2. “ Online the culture assumes that people can figure things out for themselves – offline we tell people everything and patronise them”
  3. 3. Is this true? Do you agree? The speaker was a 59 year old woman from a small rural county - this is not all about the young people
  4. 4. Why social media is something that can’t be ignored
  5. 5. Communication is moving online T1/T2/R1/IN1/M1 Can any of your TV sets receive additional channels other than BBC, ITV, Channel 4,S4C, and (where available) Channel 5? Do you have a recorder for your TV service which can record and store TV programs onto an internal hard drive, and also pause and rewind live TV ? In which of these ways do you ever listen to radio in your own home? Does anyone in your household have access to the internet at home through a computer or a laptop ? Do you personally use a mobile phone? (Prompted responses, single coded) Base all adults aged 16+ (3244 in 2005, 2905 in 2007, 812 in 2009) Significance testing shows any change between 2007-2009. Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May 2009 Digital Radio Mobile Phone* Digital TV Internet DVR NB combination of internet/digital TV/DAB radio access *Personal use 29 March 2011
  6. 6. And social media is the fastest growing trend Oxford Internet Surveys: Online communication and social networking 2005-2009 29 March 2011 Social networking sites are not only growing in terms of people – they also have an increased share of online time
  7. 7. What will they be doing? 29 March 2011 7
  8. 8. 29 March 2011 Its stating the obvious - but this is global
  9. 9. The World Wide Web was born with the mosaic browser in 1993 Children born the same year are now 18
  10. 10. 18 year olds online <ul><li>85% Access the internet at home </li></ul><ul><li>61% access social networking sites at home </li></ul><ul><li>50% of their online time is via a mobile device </li></ul><ul><li>20% of this time is spent on social networking </li></ul><ul><li>95% of them feel confident as an internet user </li></ul><ul><li>And they trust the content that they find far more than other groups </li></ul><ul><li>They are used to having information and people at their fingertips </li></ul><ul><li>Source: OFCOM 2010 ( ) </li></ul>
  11. 11. This would be someone else’s problem if not for the fact we are seeing increases in all demographics 18-24 years olds are only 12% of the active online audience
  12. 12. Everyone is networking more 29 March 2011 12
  13. 13. And the growth area is mobile Citizenscape a product by Public-i 13
  14. 14. Across all demographics
  15. 15. In the context of recent events - look at the brands
  16. 16. And people are really active once they have one
  17. 17. What does it mean if we were to all have the internet in our pockets?
  18. 18. We are living in a Network Society <ul><li>The Internet is having a profound effect on society – we are moving from an industrial to an information or networked age </li></ul><ul><li>This means there is a pressure on old ways of working </li></ul><ul><li>Think about the millennial generation who have been brought up expecting information and responsiveness to be constantly and immediately available </li></ul><ul><li>The internet culture is colliding with our traditional structures and putting huge pressure on them </li></ul>29 March 2011 14
  19. 19. This is a good moment to talk about hyperlocalism
  20. 20. Hyperlocal websites <ul><li>Today virtual communities are as likely to gather together people who live on the same street and those that live thousands of miles apart </li></ul><ul><li>“ In a context of a world which is, indeed, increasingly interconnected the notion of place (usually evoked as ‘local place’) has come to have totemic resonance.” </li></ul><ul><li>Doreen Massey </li></ul><ul><li>Hyperlocal communities connect people separated by time and not necessarily space </li></ul><ul><li>Three useful references: </li></ul><ul><ul><li>Networked Neighbourhoods: </li></ul></ul><ul><ul><li>Talk about Local: </li></ul></ul><ul><ul><li>Podnosh: </li></ul></ul>Citizenscape a product by Public-i 37
  21. 21. People use free mainstream tools Citizenscape a product by Public-i 39
  22. 22. Hyperlocalism 29 March 2011 41
  23. 23. Hyperlocalism 29 March 2011 42
  24. 24. Isn’t this the Big Society?
  25. 25. These are not created or run by the government though they may have been helped
  26. 26. As your communities start to self organise more effectively you need to understand where you add value to this process It’s not about resources anymore
  27. 27. Examples of best practice – what are other people doing?
  28. 28. Citizenscape a product by Public-i 49
  29. 29. / #kirkcouncil Citizenscape a product by Public-i 50
  30. 30. Live tweeting..... 29 March 2011 52
  31. 31. Audit Example: Kings Cross Hyperlocal stats 29 March 2011 53 Successful hyperlocal community who is regularly digging into the London Data Store
  32. 32. Application Example: Crime Map iPhone App 29 March 2011 54 <ul><li>Done by a guy in his bedroom based on the official API. </li></ul><ul><li>But no less useful for that </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  33. 33. Don’t ask people to come to your space Citizenscape a product by Public-i 56
  34. 34. Coventry: Doing Facebook really well Citizenscape a product by Public-i 57
  35. 35. CovJam 29 March 2011 58
  36. 36. Councillor Tim: Citizenscape a product by Public-i 59
  37. 37. Twitter Gritter 29 March 2011 61
  38. 38.
  39. 39. Your Freedom 29 March 2011 64 Did we really crowdsource the Freedom bill?
  40. 40. How do you know when it is working? What’s your ROI?
  41. 41. Measurement approaches: Reach or Impact? <ul><li>There are lots of tools that can help you count people </li></ul><ul><li>You really want to look further and examine the degree to which you are interacting </li></ul><ul><li>@mentions, RTs, Likes, #FF </li></ul><ul><li>Not so much about how many people - more about what are they doing </li></ul>
  42. 42. Channel shift saves money <ul><li>You know that transactions online save money </li></ul><ul><li>In the short term the more people you can get online the better and many people have this channel shift strategy </li></ul><ul><li>Where it costs more is where you don’t abandon obsolete channels </li></ul>
  43. 43. The real saving is in making better decisions <ul><li>Better engagement costs less in the long run </li></ul><ul><li>If we are going to see any kind of big society established it will need to involve this kind of shift in the relationship </li></ul>
  44. 44. Pause for questions.....
  45. 45. And now for something completely different.... ....fingers on buzzers please ....fingers on buzzers please ....fingers on buzzers please
  46. 46. Social Media Quiz All Creative Commons photos attributed (CC) by username - from
  47. 47. a). A mythical creature, originally from Scandinavia. b). Someone who sits under bridges stealing WiFi. c). Someone who posts comments to blogs or internet forums that are calculated to upset, disgust or anger other people. CC: calibeach 1). What is an internet troll?
  48. 48. a). 29 million people. b). 37 million people. c). 12 million people. In March this year how many people in the UK had Facebook accounts? CC: Luc Legay
  49. 49. a). Pushing the most awkward politicians down the steps of the Whitehouse. b). Sharing a link on Twitter to Rick Astley’s 1987 hit ‘Never gonna give you up’. c). Performing a dance that gets its name from its ‘rickety’ arm movements. 3). When Whitehouse staff indulged in Rickrolling, what were they doing? CC: TimothJ
  50. 50. a). A type of pattern on golfers' socks. b). A version of draughts for the mobile phone. c). A social network in which users share their location with friends. What is FourSquare? CC: woodleywonderworks
  51. 51. Who isn’t on Twitter? B. A. C. D. CC: Danielle Heffron CC: Marco Raaphorst CC: World Economic Forum CC: Abhikrama
  52. 52. Who has the most followers on Twitter? B. A. C. D. CC: jamesomalley CC: DonkeyHotey CC: Luiz Fernando/Sonia Maria CC: eldh
  53. 53. What is Follow Friday? a). A Facebook game in which you have to work out where a friend is from the clues they leave online. b). A tradition on Twitter in which users recommend other users every Friday. c). A terrible horror movie from the 1990s. CC: pdugmore2001
  54. 54. How many hours of video footage are uploaded to YouTube every minute? A). Seven hours   B). 12 hours   C). 35 hours
  55. 55. What is Google Plus? a). A new type of calculator that harnesses the brains of all Google’s boffins so you can work out really big sums. b). It’s just like the regular Google, only with more stuff. c). A social network that allows you to share pictures, links and thoughts with specific ‘circles’ of people. CC: Dolphinsdock
  56. 56. What is the maximum number of people you can have a meaningful relationship with? a). About 1,000 b). About 10 c). About 150
  57. 57. What is ‘crowdsourcing’? a). Randomly selecting people from Twitter to do your shopping. b). When thousands turn up uninvited to a party publicised on Facebook. c). The outsourcing of a task to a large, undefined group of people, usually online. CC: Kheel Center, Corn e ll University
  58. 58. When you are 'social reporting' you are doing what? a). Gossiping about their mates. b). Using social media tools to help collectively tell a story. c). Reporting from the pub. CC: BrightwellAndrew
  59. 59. What is the average number of friends that someone has on Facebook? a). 67 b). 2,000 c). 130 CC: Richard Masoner
  60. 60. What is this internet phenomenon called? a). Internet kitty b). Webwhiskers c). LOLCats CC: Woozie2010
  61. 61. According to the Telegraph, after Facebook what is the most popular social network in the world? CC: JoshSemans CC: Coletivo Mambembe CC: Pescatello a). Twitter b). Linkedin c). Chinese site, QZone. d). Bebo
  62. 62. And now some answers....
  63. 63. Victoria Brandon and Claire Gourlay, Thames Valley Police Using social media to engage with communities Using social media to engage with communities Using social media to engage with communities Using social media to engage with communities
  64. 64. The Social Web is another Country
  65. 65. With a distinct culture 29 March 2011 15
  66. 66. Open “Publicity”
  67. 67. Open 29 March 2011 19
  68. 68. Open 29 March 2011 20
  69. 69. Playful
  70. 70. Playful 29 March 2011 22
  71. 71. Playful 29 March 2011 23
  72. 72. Collaborative Crowdsourcing? Co-production?
  73. 73. Collaborative or coproductive 29 March 2011 30
  74. 74. Co-production/Collaboration – what do you mean? <ul><li>Co-production: Involving all participants in both the design and delivery of a service </li></ul><ul><ul><li>It describes a new kind of relationship with the public – one where we expect them to act not just comment </li></ul></ul><ul><ul><li>It’s a power shift </li></ul></ul><ul><li>And some references: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>29 March 2011 31
  75. 75. Co-production 29 March 2011 32
  76. 76. Co-production 29 March 2011 33
  77. 77. Transparent
  78. 78. Transparent 29 March 2011 46
  79. 79. Transparent 29 March 2011 47
  80. 80. Open Data 29 March 2011 50
  81. 81. Innovative
  82. 82. Innovative 29 March 2011 55
  83. 83. Innovative 29 March 2011 56
  84. 84. Innovative 29 March 2011 57
  85. 85. Innovative 29 March 2011 58
  86. 86. CityCamp Brighton – Bringing it all together 29 March 2011 59 CityCamp Brighton brought together local government, businesses, community organisations and academia to reimagine the ways in which collaboration and web technologies will shape the future of our city. We had fantastic support from BHCC, Sussex Police and £10K prize from the Aldridge Foundation Day one: Learning, Day two: Brainstorming, Day three: Building and Developing All of the team drew from skills across the city and across sectors to develop 13 ideas to present the judges
  87. 87. Agile
  88. 88. Digital Activism 29 March 2011 62
  89. 89. Digital Activism 29 March 2011 63
  90. 90. Digital Activism 29 March 2011 64
  91. 91. Consider what this means with respect to organisational change
  92. 92. <ul><li>An increased awareness of complexity and the lack of a definitive answer – – and we need to build for complexity. This means we need incremental progress towards an objective rather than thinking we can capture everything at once </li></ul><ul><li>An awareness of the impossibility of developing anything in isolation – we exist in open not closed systems and no idea exists in isolation – which means we need a process that is not a black box </li></ul><ul><li>A shift from engineering to systems thinking </li></ul>
  93. 93. Does it change what we mean by brand? Citizenscape a product by Public-i 67
  94. 94. What does brand mean in a social world? Citizenscape a product by Public-i 68
  95. 95. Giffgaff makes it a business Citizenscape a product by Public-i 69
  96. 96. Vodafone gets it wrong Citizenscape a product by Public-i 70
  97. 97. How can a brand network? Citizenscape a product by Public-i 71
  98. 98. Some discussion topics on culture and identity <ul><li>How many identities do you need? Do you need multiple identities online? </li></ul><ul><li>Should public bodies let staff engage online or keep it to corporate accounts only? </li></ul><ul><li>What do you think the public expects of you online? </li></ul><ul><li>Do you agree with the quote at the start: “Online the culture assumes that people can figure things out for themselves – offline we tell people everything and patronise them” </li></ul>
  99. 99. Playing the game….
  100. 100. The rules <ul><li>1) Think of a problem or a project where you think you could use social media to help. Write it on the first sheet </li></ul><ul><li>Are you building a new school and need local involvement? Are you closing a school and need the same thing? Do you want to get people more involved in local street scene issues? </li></ul><ul><li>Make sure you capture who your audience is and what you want to achieve as well as the issue you are addressing </li></ul><ul><li>2) Think of a number between 15 & 20 and write it in the top right hand corner </li></ul>Citizenscape a product by Public-i 77
  101. 101. Feeding back and wrapping up What will you take back to the office? What will you take back to the office? What will you take back to the office?
  102. 102. Citizenscape a product by Public-i Citizenscape a product by Public-i | Presented to Client x 79 Thank you for your time Catherine Howe, Chief Executive, Public-i Group Ltd c [email_address]

Editor's Notes

  • The answer is obviously C - and the term recently came to our attention in the UK after one &apos;internet troll&apos; was jailed for mocking the deaths of teenagers on Facebook. However, people do steal WiFi and there are trolls in Scandinavia.
  • Answer: Well, it&apos;s 29 million, astonishingly. Or 28.9 anyway. That&apos;s 47 per cent of the UK population, but there are more people using the site in Indonesia, with 35 million (according to the Guardian in April).
  • Answer: Sadly, no politicians were hurt in the making of this quiz.  During the recent debt-ceiling negotiations in the US, The President&apos;s staff attempted to lift the mood by posting a link to Rick Astley&apos;s &apos;Never gonna give you up&apos;.  While that might seem a crazy way of cheering anyone up, Rickrolling has become something of an internet craze, with thousands of variations of the trick popping up online.
  • Answer: FourSquare is, of course, a social network. Like we&apos;d quiz you about socks!
  • A). Britney Spears B). The Dalai Lama C). David Cameron D). Stephen Fry It&apos;s actually David Cameron. There is @Number10gov, but Cambo has no Twitter of his own. Oddly, there is a @davidcameron but on his Twitter profile he has written: &amp;quot; I am NOT the prime minister. I am a dude from America, who is more awesome than the prime minister.&amp;quot;
  • A). Barack Obama B). Justin Bieber C). Lady Gaga D). Twitter Answer: The answer is Lady Gaga with, according to Twitaholic, more than 13 million followers. Deplorably, Justin Bieber is second only to Gaga, with more than 12 million.  Barack Obama languishes in third (more than 10 million). Twitter is down in 15th place (Six million). Twitter en Espanol has slightly more followers, by the way.
  • While there&apos;s little doubt that you could work out where people you only vaguely know are by their posts on Facebook, the answer is B.  Follow Friday tweeters accompany a list of twitter names with the hashtag #ff or #followfriday.
  • The answer is a massive 35 hours!
  • Google Plus is a social network launched in 2011 to (ostensibly at least) compete with Facebook.  It has one big advantage over its much, much larger rival. The new upstart allows users to choose precisely who they share stuff with. Facebook has recently responded by improving the way you can share on the social network.
  • Over to you Catherine!
  • Crowdsourcing is the &apos;outsourcing of a task to a large, undefined group of people&apos;, according to Wikipedia. In fact, Wikipedia itself is an example of a crowdsourced venture, where a self-managing community helps to add and maintain a massive online encyclopedia.
  • The answer is B. Social reporting is using social networking (or social web) tools to tell a story.  Often, this is done collaboratively, so people will post using - in the case of twitter - a hashtag that&apos;s being used at (or for) a particular event.
  • The answer is 130, according to Facebook&apos;s own facts and figures.
  • Obviously, the answer is LOLCats, which first appeared several years ago on the image board, 4Chan.  There are other, similar usually image-based in jokes on the web, which are extended and developed as they are shared.  These are referred to as &apos;internet memes&apos;.
  • Facebook has 750m users, Qzone has 480m users, while Twitter has just 200 (3rd). Bebo and Linkedin rank seventh and eighth with 117 million users and 115 million users respectively. The fourth largest is Renren, which is also Chinese. It has 160 million users.