Talk/workshop for MSc Marketing students at Birmingham Business School, University of Birmingham. 10am -12pm Feb 7th 2012 The talk focuses on social media for social housing and is based on projects carried out with Ashton Pioneer Homes, a housing association in Ashton-Under-Lyne, Tameside, Greater Manchester. We will be discussing the role of social media for social housing on Twitter (#smhousing) before, during and after the event - feel free to join us.

1. Image: Flickr: Florin Hatmanu
Social Marketing:
Social Media for
Social Housing
Jenna Condie
University of Salford
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#smhousing E: j.m.condie@salford.ac.uk T: @jennacondie

2. About me…
Research Consultancy
Assistant Work
Postgraduate
Social Media
Researcher
Enterprise Networking
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#smhousing

3. Working with Ashton Pioneer Homes
About APH:
• Housing Association (HA)
• Not-for-profit organisation
• ~1000 homes in Ashton-under-Lyne,
Tameside, Greater Manchester
"Working together towards
a better place to live"
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#smhousing

4. Two aims of today’s talk
1. MSc Marketing Students
– Real life example of beyond marketing products
and reaching ‘consumers’
2. Ashton Pioneer Homes
– Some feedback/suggestions…what do MSc
Marketing students recommend?
– #smhousing
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#smhousing

5. 1. Social media for social housing
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#smhousing Image: Flickr: liako

6. Traditional communications
with residents
Phone
Office / Text
Email Website
Newsletter Meetings
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#smhousing

7. Improving
communications
• Welfare Reform Bill
• Feedback
• Residential
Satisfaction
• Promoting events
• Information
• Building relationships
• Sense of community…
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#smhousing

8. Can
social
media
enhance
resident
engagement?
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#smhousing Image: Flickr: Gene Hunt

9. First Step
Many residents online but elsewhere…
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#smhousing

10. Image: Flickr: Cambodia4kidsorg
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#smhousing

11. Image: Flickr: Marc_Smith
Different networks
Different Audiences
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#smhousing

12. Friend or foe?
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#smhousing

13. Facebook showed potential
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#smhousing

14. Facebook as a
can of worms?
Empowerment
Worth it!
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#smhousing

15. What do you think to this interaction?
Training and confidence
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#smhousing

16. Image: Flickr: alexa627
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#smhousing

17. Getting on on Facebook
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#smhousing

18. Media is complex
Image: Flickr: Cea.
#smhousing
& in constant flux 18

19. Image: Flickr: arrayexception
Keeping Up
Not for everyone
Choice?
Digital divide
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#smhousing

20. Getting left behind
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#smhousing Image: Flickr: casalingarevival

21. “Online and the offline
world melting together”
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#smhousing

22. 2. Feedback/suggestions for APH
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#smhousing

23. Recent policy changes
Audit
Commission
Tenancy Services
Authority (TSA)
Image: Flickr: David Blackwell.
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#smhousing

24. HA’s remaining transparent & accessible
How can social media enhance resident
engagement in the tenant scrutiny panel?
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#smhousing

25. Group of
Image: Flickr: the daring librarian
Housing Associations
in the North West
Louder voice!
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#smhousing

26. Joint working
Collaboration
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#smhousing Image: Flickr: woodleywonderworks

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#smhousing

28. How can North West HA’s use social
media to:
Raise profile of the group
on a regional/national
arena
International
communication within
the group
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#smhousing

29. Image: Flickr: the daring librarian
#smhousing
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#smhousing

30. Image: Flickr: Florin Hatmanu
Social Marketing:
Social Media for
Social Housing
Jenna Condie
University of Salford
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#smhousing E: j.m.condie@salford.ac.uk T: @jennacondie