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Social Marketing:Social Media for

Social Housing

Jenna CondieUniversity of Salford

E: j.m.condie@salford.ac.uk T: @jennacondie

Image: Flickr: Florin Hatmanu

#smhousing

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About me…

Research Assistant

Postgraduate Researcher

Enterprise Networking

Social Media

Consultancy Work

#smhousing

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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"

#smhousing

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Two aims of today’s talk

2. Ashton Pioneer Homes– Some feedback/suggestions…what do MSc

Marketing students recommend? – #smhousing

1. MSc Marketing Students– Real life example of beyond marketing products

and reaching ‘consumers’

#smhousing

5Image: Flickr: liako

1. Social media for social housing#smhousing

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Traditional communications with residents

Phone/ TextOffice

Email Website

MeetingsNewsletter

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• Welfare Reform Bill• Feedback• Residential Satisfaction • Promoting events• Information• Building relationships• Sense of community…

Improving communications

#smhousing

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Can social media

enhanceresident

engagement?

Image: Flickr: Gene Hunt#smhousing

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First Step

Many residents online but elsewhere…#smhousing

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Image: Flickr: Cam

bodia4kidsorg

#smhousing

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Different networks

Different Audiences

Image: Flickr: Marc_Smith

#smhousing

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Friend or foe?

#smhousing

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Facebook showed potential

#smhousing

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Facebook as acan of worms?

Worth it!

Empowerment

#smhousing

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Training and confidence

What do you think to this interaction?

#smhousing

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Image: Flickr: alexa627

#smhousing

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Getting on on Facebook

#smhousing

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Media is complex Im

age: Flickr: Cea.

& in constant flux#smhousing

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Keeping Up

Not for everyone

Choice?

Digital divide

Image: Flickr: arrayexception

#smhousing

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Getting left behind

Image: Flickr: casalingarevival#smhousing

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“Online and the offline world melting together”

#smhousing

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2. Feedback/suggestions for APH

Image: Flickr: topgold

#smhousing

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Recent policy changes

Audit Commission

Tenancy Services Authority (TSA)

Image: Flickr: D

avid Blackwell.#smhousing

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HA’s remaining transparent & accessible

How can social media enhance resident engagement in the tenant scrutiny panel?

#smhousing

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Group of Housing Associations

in the North West

Louder voice!

Image: Flickr: the daring librarian

#smhousing

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Joint working

Image: Flickr: woodleywonderworks

Collaboration#smhousing

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How can North West HA’s use social media to:

International communication within

the group

Raise profile of the group on a regional/national

arena

#smhousing

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#smhousing

Image: Flickr: the daring librarian

#smhousing

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Social Marketing:Social Media for

Social Housing

Jenna CondieUniversity of Salford

E: j.m.condie@salford.ac.uk T: @jennacondie

Image: Flickr: Florin Hatmanu

#smhousing