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online consultation strategyusing online channels to effectively engage young people

Tweet on #oypec13

@hughstephens

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What will we cover?

• (online) Consultation process• What young people use• How to find them• Quick tips & tricks• Questions

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What do you use?

Face-to-face Telephone Online surveys e.g. SurveyMonkey

Facebook Twitter Other social media platform(s)

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The Online Consultation Process

Audience

• Who do you want to hear from?• Where do they go? What do they do?

Channe

ls

• What channels will work best?• How will they fit together?

Conten

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• Getting your questions right• Putting together & structuring your consultation

Collect

• How to recruit most effectively• Collecting from multiple channels

Analyse

• How to analyse a huge range of data

remarket

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AUDIENCE01

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Identifying an audience6

…with a disability…in NSWYoung people

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CHANNELS02

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What do they do?• Where do they ‘hang out’?• Is it social media?

– Facebook– Twitter– Instagram– Online forums/message boards– tumblr

• Is it online?– Email– Specific websites (e.g. 9gag)

• Is it face-to-face?– Schools– Leisure locations

Synchronous

Asynchronous

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14-19 20-29 30-39 40-49 50-64 65+0%

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Proportion who Access the Internetminor trend: as age

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14-19 20-29 30-39 40-49 50-64 65+0%

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Age and Frequency of SNS use

Never Less than weeklyOnce a Week A few times a week Most days EverydayMore than five times a day

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Total Metro Regional0%

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Location and frequency of SNS use

Never Less than weeklyOnce a Week A few times a week Most days EverydayMore than five times a day

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Facebook LinkedIn Twitter Google+ Other0%

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Platform use by age

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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 organisations

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Other key populations

• Limited empirical data• NESB/RAR generally use ++ to keep in touch with

friends/family– Familiarity with platform useful

• LGBT use for networking / support– Twitter ++ in young LGBT– Owned platforms+

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Useful 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/

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CONTENT03

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What is content?

Words• Age and demographic

friendly – aim low & test– Simple always wins– Shorter always wins

• Logic, Piping & Branching are your friend

• Balancing types (open/closed)

Process• The experience• Touchpoints / multiple

channels• Integrating channels• Providing a consistent

experience

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how will someone experience your consultation?

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• Facebook• Twitter (?chats)• Advertising• F2F• Email• Partner Orgs• Forums

• Facebook• Twitter• Unique links• Online survey• F2F• Phone• …

• Excel• Inbuilt• Wordle / Qual text

analysis• SPSS / advanced• Web e.g. GA, Bit.ly

The basic pathremarket

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Collect a data point for every click or action taken.

The key concept

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Our example model / strategy

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Our example model / strategy

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Piping, Logic & Branching

• Piping– Provide the ‘answer’ to a question by a URL parameter or another

question– e.g. “which SNS do you use?” “how often do you use xx?”

• Logic– Skip logic e.g. Doesn’t 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 – can

be modelled as well (!)

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Balancing 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 the

response?

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RECRUIT & COLLECT

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Finding them

• Advertising (?)– F2F– Online: Facebook Ads, Google AdWords

• Snowball strategy• Partnerships– Find things that are mutually beneficial– Demonstrate / communicate value

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Getting them to do it

• Prizes– Don’t 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 you’re providing• Remarket

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Bringing 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

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ANALYSE05

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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 the

different channels you’ve used – do this first.

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wordle.net

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Obligatory plug – Learn more!

• We’re running an awesome (un)conference on this: Online Youth Engagement & Particpation (Un)Conference

• Combines keynotes with participant-driven activities so you control the agenda

The sum of the expertise of the people in the audience is greater 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 week…save $300!

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Questions & Contacts

• Contact me:– Hugh Stephens

hugh@dialogueconsulting.com.au1300 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