Consulting Young People Online
-
Upload
hugh-stephens -
Category
Business
-
view
4.328 -
download
0
description
Transcript of Consulting Young People Online
12 Apr 2023
online consultation strategyusing online channels to effectively engage young people
Tweet on #oypec13
@hughstephens
12 Apr 2023
What will we cover?
• (online) Consultation process• What young people use• How to find them• Quick tips & tricks• Questions
2
12 Apr 2023
3
What do you use?
Face-to-face Telephone Online surveys e.g. SurveyMonkey
Facebook Twitter Other social media platform(s)
0%
20%
40%
60%
80%
100%
12 Apr 2023
4
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
t
• 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
12 Apr 2023
AUDIENCE01
12 Apr 2023
Identifying an audience6
…with a disability…in NSWYoung people
12 Apr 2023
CHANNELS02
12 Apr 2023
8
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
12 Apr 2023
9
14-19 20-29 30-39 40-49 50-64 65+0%
20%
40%
60%
80%
100%
Proportion who Access the Internetminor trend: as age
12 Apr 2023
10
14-19 20-29 30-39 40-49 50-64 65+0%
20%
40%
60%
80%
100%
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
12 Apr 2023
11
Total Metro Regional0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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
12 Apr 2023
12
Facebook LinkedIn Twitter Google+ Other0%
20%
40%
60%
80%
100%
Platform use by age
14-1920-29
12 Apr 2023
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
12 Apr 2023
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+
12 Apr 2023
15
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/
12 Apr 2023
CONTENT03
12 Apr 2023
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
17
12 Apr 2023
how will someone experience your consultation?
18
12 Apr 2023
19
• 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
12 Apr 2023
20
Collect a data point for every click or action taken.
The key concept
12 Apr 2023
21
Our example model / strategy
12 Apr 2023
22
12 Apr 2023
23
12 Apr 2023
24
12 Apr 2023
25
Our example model / strategy
12 Apr 2023
26
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 (!)
12 Apr 2023
27
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?
12 Apr 2023
RECRUIT & COLLECT
04
12 Apr 2023
Finding them
• Advertising (?)– F2F– Online: Facebook Ads, Google AdWords
• Snowball strategy• Partnerships– Find things that are mutually beneficial– Demonstrate / communicate value
29
12 Apr 2023
30
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
12 Apr 2023
31
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
12 Apr 2023
ANALYSE05
12 Apr 2023
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.
12 Apr 2023
34
wordle.net
12 Apr 2023
35
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!
12 Apr 2023
36
Questions & Contacts
• Contact me:– Hugh Stephens
[email protected] 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