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Youth Engagement for Web Managers


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Annotated copy of a presentation given at Public Sector Forum's event on Web 2.0 for Local Governmnet on 30th April 2009.

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Youth Engagement for Web Managers

  1. 1. Connected generation: young people, social media & local authority comms. Public Sector Forums Web 2.0 Conference 30th April 2009, Manchester A version of my slides with extra annotation, specially for reading from the web. The original presentation was given to an audience of UK local government web and communications people - exploring the use of social media and web 2.0
  2. 2. A presentation by Tim Davies: is of th s ud rd clo file on hi A wo ’s pro in Tim Blog And post of rece n s idea to give t blog been of what you an wor he ha king s on...
  3. 3. Survey: the stats... 2007 2008 At least Carrier Name Carrier Name Carrier Name Carrier Name Th 04/17/2008 Th 04/17/2008 Th 04/17/2008 Th 04/17/2008 3G 3G 3G 3G 60% NOKIA N95 NOKIA N95 NOKIA N95 NOKIA N95 240 X 320 240 X 320 240 X 320 240 X 320 Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Of young people have profiles on SNS Carrier Name Carrier Name Carrier Name Carrier Name Carrier Name Carrier Name Th 04/17/2008 Th 04/17/2008 Th 04/17/2008 Th 04/17/2008 Th 04/17/2008 Th 04/17/2008 3G 3G 3G 3G 3G 3G NOKIA N95 NOKIA N95 NOKIA N95 NOKIA N95 NOKIA N95 NOKIA N95 240 X 320 240 X 320 240 X 320 240 X 320 240 X 320 240 X 320 Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Soft Button Mobile access to SNS grew by 855% last year Young people are spending up to 2-hours a day on SNS - and even up to 6-hours a today linked into SNS in some form... (phone, school PC, laptops etc.) Most young people have a profile on one of the ‘big three’ networks (above) - but they may also me members of different niche social networking sites - or sites that have social networking features
  4. 4. Get more stats on young people’s social media usage from:
  5. 5. YorkBook Signed in as LGIUALS A social network site has a profile Survey: understanding SNS and a friends list. Because of these - everyone has a unique personal and social experience of the sites. In addition, these are rich media sharing spaces, with space for comments on everything.
  6. 6. YorkBook Signed in as James Behind the scenes Social Network Sites provide their Survey: understanding SNS users with many useful features - including action feeds of their friends activities on the network. Most networks have in-built messaging that some young people will use more than e-mail. Users have control over their privacy settings - but the controls can be confusing.
  7. 7. Survey: what are young people doing online? Keeping in Making new Sharing content contact contacts Informal learning Hanging out Exploring identity
  8. 8. ...the same, but different... You may think you are sending information to young people. But you are competing for attention in media-rich lives. Are you communicating through trusted, meaningful sources? Or are you sitting alongside the latest advert from the kebab shop? Are your communications embedded in social contexts? Coming from someone I trust? Is your communication interactive?
  9. 9. We need to shift from... ...having the council, with it’s well defined boundary, over here... ...and citizens living networked lives over
  10. 10. a networked world... ...where communication and services meet people where they are... ...and where councils are networked inside and out.
  11. 11. Make sure you know who you are trying to reach: Children Young People Young Adults These groups are all at different life stages: at different stages of emotional and social development. And they are users of different services. Different communication approaches for each group may be needed. But they have one thing in common. They are not ‘citizens of the future’. They are: Citizens Now
  12. 12. Identify the right level of engagement... Supporting Outreach (that uses the information and engagement channels you’ve established) Facilitating Engagement (making sure you can process feedback and engage in dialogue) Providing Information (accessible information that can be remixed)
  13. 13. Information Are you providing quality data on the services young people have a right to? Are you providing it both on official sites - and in flexible formats so it can be taken to where young people are?
  14. 14. The Plings project is a DCSF funded pilot that aggregates and publishes information about positive activities for young people. Through using standard formats it can add value to local authority held data.
  15. 15. Plings outputs data in these formats. You can read more about the project on it’s blog at
  16. 16. But that’s only really interesting because it lets us turn those formats into media and content which we can take to the place where young people are...
  17. 17. Of course - it’s crucial to put young people’s safety first in any youth engagement work. We’ve been working on that that too with research & draft risk assessment frameworks... (all available for you to pick up free online of course...)
  18. 18. Even if you’re not working with RSS, XML, KML and what-not - there is a lot you can do when publishing and preparing information for the web to make it more likely to reach young people...
  19. 19. Think networks... People trust information from people they know. How far can your information spread? How many different media can it hop across? Can you let go of your information to let it flow through the networks?
  20. 20. Carrier Name Th 04/17/2008 3G Get free information and advice on housing issues. Think 140... Benefits, dispute resolution. Support for all ages. This Saturday at... You don’t have to Soft Button Soft Button be on Twitter. But make it easy for me to share your information there.
  21. 21. Think link... 2009/02/10/online-social-networking-and-aids- communication/ Does your URL do what it say’s on the tin? Can I fit it in a tweet? Does it break when I send it by e-mail?
  22. 22. Think sharability... Exercise: Try sharing a page from your council website on Facebook. Is the image right? What about the default text? Could you improve that a bit?
  23. 23. Engagement Are you creating the channels for feedback from the web to reach the right people in your organisation?
  24. 24. Outreach Are you supporting front-line staff with youth work or community development skills to share your content online? Check the Youth Work and Social Networking research for more on online outreach:
  25. 25. Safety: thinking about safe and sound foundations Keep a separate personal profile. Do not use personal profiles for work; Check your personal profile privacy settings carefully Know when you can, and when you can’t use SNS for work Provide a way of checking that your work profile is official Record all contact with young people through SNS in line with your existing policies Know who to talk to and how to react if you have any concerns about young people’s safetyrkers. th wo were developed for you These guidelines elop s, role and skills to dev nal value ed from their professio gy. We start rting from the technolo an sta the guidelines, rather th
  26. 26. The future: a new toolbox
  27. 27. The future: a transformation in democracy
  28. 28. The future: a transformation in democracy
  29. 29. Design with young people in mind
  30. 30. Design with young people as partners
  31. 31. Design with young people as partners Don’t: Ask ‘what do you want on the website?’ as if there is no brief at all. Forget that your skills as a professional webby/ communicator are key to the success of a project. Think that you know what young people want. Do: Work in partnership. Remember young people are experts at what it’s like to be a young person in your area, today. Consult on needs. Co-design. Paper prototype. Engage young people as researchers and designers. Talk to you youth engagement people & get their support.
  32. 32. Do: great things :)
  33. 33. So, to recap: Support and enable Outreach Engagement Information
  34. 34. And if you want, feel free to use any of the bits and bobs I’ve been sharing from my research & work at: and @timdavies