social media week presentation engaging young people

Engaging with Young People through Social Media

Young Scot

Young Scot

Young Scot is the national youth information and citizenship charity for Scotland.We provide young people, aged 11 - 26, with a mixture of information, ideas and opportunities to help them become confident, informed and active citizens.• Make informed decisions and choices• Turn their ideas into action• Take advantage of the opportunities available to them in

Scotland and the rest of Europe• Have the confidence and knowledge to take their place as

active citizens in their communities- locally, nationally and globally

Key Impacts

INFO (UNCRC)

INFORMING

OPENING DOORS

TAKING ACTION

CAPACITYBUILDERS

IMAGE

LEADERS IN EUROPE

Core Services

Some stats...

• 420,000 Young Scot NEC cardholders across Scotland• Partnership with all 32 local authorities• 10m page requests per year on www.youngscot.org

sites• Young Scot NEC - 1,200+ discounts in Scotland• 100,000 reciprocal deals across 42 countries• 65,000 copies and 32 local versions of the Young Scot

Book published in 2012• IIP Gold Accreditation achieved in 2009

The Changing Face

Tech Lives

Tech Lives

The Power Shift

What is Social Media?

Social media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content

Sharing

Informing

Communicating

Gaming

Not Just Facebook…

The YS Approach

Facebook

Facebook – What to Look For

What is Twitter?

“Twitter has replaced muttering to yourself on the sofa.”

Frankie Boyle

“Twitter is weird. Weird but lovely. That's over a hundred comments on my socks. all positive I'm

pleased to say, but nonetheless....”Stephen Fry

Follow YS

Stay on Top of Twitter

YouTube

Evaluating YouTube

Blogging the Truth

Gamification

Mixing Channels

Up Next...

Recent Trends

• Big increase in social media usage by young people.

• Social media used as an information source.• Interactive is best.• Timeline FB – apps, creative content crucial.• Response time significantly reduced!• Young people will spread the word.

Do and Do Nots

DoEngage in conversation - Interacting with an audience through various social media channels is key to creating a strong dialogue with stakeholders.

Don’tForget that a social media presence becomes part of a brand legacy - Posts, pictures, images, tweets, status updates (content in general) can stay online forever.

Getting Started

• What are your main objectives?• Who is your target audience?• Which tool is best for you?• Do you have the resources to commit?• How will you evaluate the success?• Are there any barriers e.g. firewalls, company

policies?

Top Tips

• Let your objectives drive the tool, not the other way around.

• Have a consistent voice.• Plan ahead.• Vary your content type.• Cross link your content.• Combination of tools is best.• Don’t be scared to try something new.

Remember...

• It’s long term – don’t expect immediate results• It takes effort – You must be willing to engage• It’s about member engagement – Facilitate

conversations between, you and your members and among your members.

• If you want your members to spread your message you have to trust them

Where Next?

Be Social!

Martin Dewar, Digital Director E: martind@youngscot.org T: 0131 313 2488Twitter: martindewar