If your organization works with youth, this session is for you. This session will present a case study of how an organization that serves over 600 youth living in economically disadvantaged neighborhoods was able to successfully implement a social media strategy to better meet program objectives. The results were a higher level of engagement, better communication with youth clients and significant savings in staff time. This session will also provide an overview and understanding of the youth perspective on social media, trends, and mobile usage. Session participants will be given specific strategies to address issues such as: organizational buy-in; staff training; implementation and effective usage of Facebook, Twitter, and SMS broadcasting; integration with organizational goals; and adapting to emerging technologies. Takeaways - A youth perspective of Facebook, Twitter, and mobile usage - An understanding of youth trends in Internet and mobile usage - How to implement a social media strategy for your organization

1. From Phones to
Facebook: How to
Engage Youth on the
Front Lines of Social
Media
Jason Shim
Shub Sengupta

2. Credit: Flickr/Aidan_Jones

3. Credit: Flickr/jurvetson

4. http://www.youtube.com/watch?v=kZnztwiWZo4

6. 10%
90%

7. Youth
What you see
What you discover

8. Takeaways
1. A youth perspective of
Facebook, Twitter, and
mobile usage
2. An understanding of
youth trends
3. Case study

9. Due to subject matter,
viewer discretion is advised

11. 600

12. 3000
minutes

13. 50
hours

14. 300
hours

15. 3600
hours

18. Shub's life pre-Facebook

19. Shub's life pre-Facebook

20. Shub's life pre-Facebook

21. Photo credit: Flickr user, susanvg

23. Photo credit: Flickr user, pigstyave

27. Google Grants
Screenshot

29. E-newsletter
screenshot

34. Pathways demographics
• 50% under 30
• The generational divide:
• Gen Y: 31 %
• Gen X: 54%
• Babyboomers: 8%
• Did not respond: 7%
• Attitudes towards technology:
• Tweet all the time: 48%
• Shut it off when go home: 44%
• Barely remember to charge phone: 6%

38. The
Shopping
Mall
Approach

39. What if
______
happened
in a
shopping
mall?

41. Bawhadiffs

42. Implementing social media
• Executive buy-in
• Find a champion
• Form the committee
• Set goals
• Develop a vision statement
• Develop Policy – www.policytool.net
• Implement
• Evaluate

43. Staff Training
http://on.fb.me/limitedprofile

45. The Results
- Staff time savings
- Many unintended benefits
- Increased student engagement
- Increased volunteer engagement
- Increased staff engagement
- $10,000 grant

49. The key? Experimentation.

50. Why?

51. Facebook is the public
presentation of self.
Twitter details mental process.

52. OMG WTF who steals clothes
from a dryer? Srsly?

53. Subtweets

55. Twitter can reveal the 90% that
you don’t see.

56. Pull out your cell phone

58. 347.688.7446

60. Generation Y and Z consider email
passé

61. How did we get here?
Email – 1972, mid 90s
ICQ, MSN – mid 90s
Instant messaging – mid 90s
Google – 1996
Blogger – 1999
Text messaging – 1999
Facebook – 2004
iPhone – 2005
Modern Blackberry – 2006
Twitter – 2006
What’s the connection?

62. What are teenagers using?

63. Smartphone usage
23% of youth 12-17
31% of youth 14-17

64. How many texts a month?

65. Facebook Usage Among Teens
On Facebook
Not on Facebook

66. How often teens check Facebook
Once a day
A few times a
week
A few times a
month
Less than once a
month

67. Facebook Demographics
• 50% of online 12-year-olds
• 65% of online 13-year-olds
• 83% of online 14-year-olds
• 65% of teens with smartphones are
continuous users

68. If you want to know what
teens are using, ask them.
If you want to know how
they’re using it, watch them.

69. Six Trends You Need To Know
1) Facebook is now the primary
online communication medium
for the majority of youth in high
school.

70. Six Trends You Need To Know
2) The majority of youth who
have email accounts do not
regularly check their inboxes.

71. Six Trends You Need To Know
3) Some youth do not use email
at all, preferring to use only
Facebook for online
communication, since Facebook
allows students to authenticate
accounts with mobile phones.

72. Six Trends You Need To Know
Students with cell phones
typically average between 1,200
– 1,500 sent messages per
month.

73. Six Trends You Need To Know
5) The number of text
messages sent is lower for
students who use smartphones.
Instead, they are using BBM,
iMessage, Facebook
Messenger, and Twitter.

74. Six Trends You Need To Know
6) SMS broadcasting is a
particularly effective tool to
remind and engage students of
upcoming events or tasks that
need to be completed.

75. Do you understand Facebook?

76. Facebook messages are ideal for
communicating basic information to
youth.

77. Facebook groups are ideal for
small group communication.

78. Facebook chat is good for
maintaining regular contact.

79. Facebook creeping. Be aware.

80. Facebook boundaries.

81. Feedback from the front lines

83. Go to where the youth are.

84. Youth Council

85. Focus on the relationship.
Don’t sell. Engage.

86. What does this mean for
organizations?
• Schoolboard policies and firewalls
• Can students get what they need?
• Balancing student needs with limited
resources.
• Ontario College of Teachers

89. Photo credit: Flickr user,

90. Resources
Remind101.com for texting
FrontlineSMS for texting
Animoto.com for photos / videos

91. The digital divide

92. Startups and Nonprofits
• What is your time worth?
• Are you leaving time to innovate?

93. Don’t try to predict the future.

95. Photo credit: Flickr user, csb13

96. If we listened to our intellect, we'd never have
a love affair. We'd never have a friendship.
We'd never go into business, because we'd be
too cynical. Well, that's nonsense. You've got
to jump off cliffs all the time and build your
wings on the way down. – Annie Dillard
Photo credit: Flickr user,
jphilipson

99. Jason Shim
jshim@mosaiconline.ca
FB/Twitter/LinkedIn: JasonShim
Shub Sengupta
shub.sengupta@gmail.com
FB/Twitter/LinkedIn: ShubSengupta
Rate our session! j.mp/12ntcomg