Consulting Young People Online

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Webinar slides about consulting young people online -- providing a structured method for planning and implementing an online consultation. Video of the session available at: https://vimeo.com/63374972

Text of Consulting Young People Online

  • 1.online consultationstrategyusing online channels to effectivelyengage young peopleTweet on #[email protected] 4-Apr-13

2. 2What will we cover? (online) Consultation process What young people use How to find them Quick tips & tricks Questions4-Apr-13 3. 3What do you use?100%80%60%40%20% 0% Face-to-face Telephone Online surveys e.g. Facebook TwitterOther social media SurveyMonkeyplatform(s) 4-Apr-13 4. 4The Online Consultation Process Who do you want to hear from?Audience Where do they go? What do they do? What channels will work best?Channels How will they fit together? Getting your questions rightContent Putting together & structuring your consultation How to recruit most effectively remarket Collect Collecting from multiple channels How to analyse a huge range of dataAnalyse4-Apr-13 5. 01 AUDIENCE 4-Apr-13 6. 6Identifying an audiencewith adisabilityinNSWYoungpeople 4-Apr-13 7. 02 CHANNELS 4-Apr-13 8. 8What do they do? Where do they hang out? Is it social media? Facebook Synchronous Twitter Instagram Online forums/message boards tumblr Is it online? Email Specific websites (e.g. 9gag) Asynchronous Is it face-to-face? Schools Leisure locations 4-Apr-13 9. 9 Proportion who Access the Internet minor trend:100% as age 80%60%40%20% 0% 14-1920-2930-3940-49 50-6465+4-Apr-13 10. 10Age and Frequency of SNS use100%80% Never60%Less than weekly Once a Week A few times a week40%Most days Everyday More than five times a day20% 0% 14-19 20-29 30-39 40-49 50-64 65+ 4-Apr-13 11. 11Location and frequency of SNS use100%90%80%70% Never60% Less than weekly Once a Week50% A few times a week40%Most days Everyday30%More than five times a day20%10% 0% TotalMetroRegional4-Apr-13 12. 12Platform use by age100%80%60%14-1920-2940%20% 0% Facebook LinkedIn Twitter Google+Other 4-Apr-13 13. Indigenous Audiences Data very limited Study forthcoming: Carlson B The new frontier 2013 Ryan-Harvey S, 2012: n=100 Indigenous-owned businesses Facebook most common (89%) Twitter 56% 45% linked to other Indigenous businesses or organisations4-Apr-13 14. Other key populations Limited empirical data NESB/RAR generally use ++ to keep in touch withfriends/family Familiarity with platform useful LGBT use for networking / support Twitter ++ in young LGBT Owned platforms+ 4-Apr-13 15. 15Useful resources Yellow Pages Social media report (July 2012)http://about.sensis.com.au/news/2012-yellow-social-media-report/ ACMA Click & Connect (July 2009)http://www.acma.gov.au/WEB/STANDARD/pc=PC_311797 Google Display Network AdPlannerhttps://www.google.com/adplanner/#siteSearch Facebook Advertising platformhttp://facebook.com/ads/manage Social Media News Social Media Stats (monthly)http://www.socialmedianews.com.au/social-media-statistics/ 4-Apr-13 16. 03 CONTENT 4-Apr-13 17. 17What is content?Words Process Age and demographic The experiencefriendly aim low & test Touchpoints / multiple Simple always wins channels Shorter always wins Integrating channels Logic, Piping & Branching Providing a consistentare your friend experience Balancing types(open/closed) 4-Apr-13 18. 18how will someoneexperience yourconsultation?4-Apr-13 19. 19The basic path remarket Facebook Facebook Excel Twitter (?chats) Twitter Inbuilt Advertising Unique links Wordle / Qual text F2F Online survey analysis Email F2F SPSS / advanced Partner Orgs Phone Web e.g. GA, Bit.ly Forums 4-Apr-13 20. 20The key conceptCollect a data pointfor every click oraction taken.4-Apr-13 21. 21Our example model / strategy4-Apr-13 22. 224-Apr-13 23. 234-Apr-13 24. 244-Apr-13 25. 25Our example model / strategy4-Apr-13 26. 26Piping, Logic & Branching Piping Provide the answer to a question by a URL parameter or anotherquestion e.g. which SNS do you use? how often do you use xx? Logic Skip logic e.g. Doesnt use social media skip to end of survey Branching Parent vs young person different surveys? Different language? Can branch then converge and branch again Typically works somewhat like skip logic but in more parallel canbe modelled as well (!)4-Apr-13 27. 27Balancing Quality and Quantity Inherent tradeoff:Quality Quantity E.g. Facebook vs. online survey E.g. 20 questions vs 10. Link back to your objectives What is the information value of theresponse? 4-Apr-13 28. 04 RECRUIT & COLLECT4-Apr-13 29. 29Finding them Advertising (?) F2F Online: Facebook Ads, Google AdWords Snowball strategy Partnerships Find things that are mutually beneficial Demonstrate / communicate value 4-Apr-13 30. 30Getting them to do it Prizes Dont just use an iPad Find something relevant where possible Disbursements Donations (more for private sector!) (IMHO) underutilised Find something relevant where possible Savings due to the tax benefit too ;) Market test the value youre providing Remarket4-Apr-13 31. 31Bringing it all together Currently no centralized tool to bring together everything Need a monitoring strategy ? Google News Alerts Never forget the humble MS Excel or MS Word Build your own data collection tool Use the Sheets function e.g. Survey results (export) / Facebook Comments / Tweets etc. What are you collecting? Copy/paste is your friend 4-Apr-13 32. 05 ANALYSE 4-Apr-13 33. How to analyse? Limitless, from simple frequency-based (%) to cross-tabs / modelling / regression etc. Depends on your objectives Qualitative analysis is time-consuming Can do keyword / topic analysis easily coding responses then looking at frequency-base Platforms like Wordle produce pretty images (albeit not overly statistically useful) Important to work out how you are combining thedifferent channels youve used do this first.4-Apr-13 34. 34 wordle.net4-Apr-13 35. 35Obligatory plug Learn more! Were running an awesome (un)conference on this:Online Youth Engagement & Particpation (Un)Conference Combines keynotes with participant-driven activities so youcontrol the agendaThe sum of the expertise of the people in the audience isgreater than the sum of expertise of the people on stage Melbourne CBD, 9 & 10 May 2013 More details & registration: http://dlgcns.lt/oypec13 Early bird ends next weeksave $300! 4-Apr-13 36. 36Questions & Contacts Contact me: Hugh Stephens [email protected] 1300 846 768 | 0431 304 464 Check out the resources on our site:http://www.dialogueconsulting.com.au/resources/ Sign up to our email newsletter:http://eepurl.com/hhp-o 4-Apr-13

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