Better conversations through social media

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Better conversations through social media
Steph Gray, Social Media Stakeholder
Engagement steph.gray_at_dius.gsi.gov.uk 020 3300
8166
February 09
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How many 16-19 year olds regularly watch videos
from YouTube?

• 33
• 66
• 75

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How many 16-19 year olds regularly watch videos
from YouTube?

• 33
• 66
• 75

4
What proportion of young people have friends over
while they use the internet?

• 20
• 40
• 55

5
What proportion of young people have friends over
while they use the internet?

• 20
• 40
• 55

6
How many 13-15s regularly post reviews of
products and services online?

• 10
• 40
• 55

7
How many 13-15s regularly post reviews of
products and services online?

• 10
• 40
• 55

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Time spent online nearly matches TV viewing
Hours per week spent
Hours per week
Base 154 13-15 year olds, 107 16-19 year olds,
1586 16-64 year olds Source Forrester
Technographics Media and Marketing Study Q3 2008
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Surfing is a social activity
What do you do whilst using the internet/emailing
at home?
Base 154 13-15 year olds, 107 16-19 year olds,
1586 16-64 year olds Source Forrester
Technographics Media and Marketing Study Q3 2008
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Young people are avid social media users
Frequency of visiting/consuming social content
(at least monthly)
Base 154 13-15 year olds, 107 16-19 year olds,
1586 16-64 year olds Source Forrester
Technographics Media and Marketing Study Q3 2008
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Key findings

• Young people read blogs and use social networking
  much more than average internet users - and
  nearly one in three are active bloggers
• But they aren't social media geeks they comment
  on things, but very few use RSS, wikis, tagging -
  or virtual worlds
• Maybe because they are less prolific consumers,
  reviews and ratings are a lower priority for
  young people
• Bebo is the leading network for younger teens
  Facebook/MySpace for older
• But nearly half say they're spending less time
  social networking online than before, and a
  similar proportion are very concerned about
  privacy - in line with what other internet users
  say

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Social media in a slide

• Web-based networks and tools e.g.
• A change to how people use the web
• Conversations, collaboration, community
• Niche, unpredictable, deep engagement

Self-publishing
Contacts
Comments
Profiles
Sharing
Reuse
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Social media offers a creative way to engage

• Embracing changing media consumption trends
• Every day, half of teenagers use instant
  messaging, a third visit YouTube and a quarter
  use social networking sites
• Engaging with the online debate
• Shared experiences about courses, careers or
  worries
• Specialist discussions between practitioners
• More networked, collaborative campaigns
• Ensuring marketers engage with online communities
• Identifying problems - and seeing how peers
  support each other
• Providing tools, incentives and objectives for
  students, bloggers etc to self-organise as
  activists and address problems themselves

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Mapping and monitoring online debates
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Student Finance Partnering with online social
network
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Partnerships with online communities
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Social video opportunities for informal messages
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Using microblogging to get messages out
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Making our feedback processes more interactive
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Social consultation, allowing others to host
the discussion
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Online groups, to help plan events and campaigns
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Looking ahead
GetSatisfaction online customer forums
Yoosk video QAs
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Lessons learned

• Interactive websites need interactive
  organisations
• Focus on the content, not the platform
• Be honest about purpose, scope and boundaries
• Moderate sensitively and protect information that
  needs to be protected
• Make it fun not a creepy treehouse

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Niche, unpredictable, deep conversations