DAVY SIMS

HEAD OF SOCIAL MEDIA

PUBLIC ACHIEVEMENT

wimpsWHERE IS MY PUBLIC SERVANT?

WIMPS DON’T USE TWITTER

YOUNG PEOPLE USE BLACKBERRY

AND BY THE WAY, DO YOU KNOW WHO YOUR TARGET AUDIENCE

REALLY IS?

ORHOW MY

ASSUMPTIONS HAVE BEEN CHALLENGED

SINCE JANUARY

I DNO’T MIND BEING TOLD I’M RONG

BUY SOMEONE WHOSE WRITE

I DNO’T MIND BEING TOLD I’M RONG

BUY SOMEONE WHOSE WRITE

I DON’T MIND BEING TOLD I’M WRONG

BY SOMEONE WHO’S RIGHT

1. ALLOW YOUR

ASSUMPTIONS TO BE CHALLENGED

ASSUMPTIONS I’VE HELD

1.THIS E-MAIL THING WILL NEVER CATCH ON

2.I’LL NEVER NEED TO USE THE INTERNET

3.EVERYBODY USES TWITTER

2. IF YOU WANT TO TALK

TO YOUNG PEOPLE YOU HAVE TO GO WHERE THEY ARE

U.K. Social Networking Site Visitors by Age, May 2009

Age Segment

Reach (%) Average Hours per

Visitor

Total U.K. Internet audience

80 4.6

Ages 15-24 86 5.4

Ages 25-34 89 5.4

Ages 35-44 79 4.3

Ages 45-54 77 3.9

Ages 55+ 67 3.7

Note: Audience includes U.K. Internet users, ages 15 and older, at home and work. It excludes Internet activity from public computers, such as Internet cafes, and access from mobile phones or PDAs.

Source: comScore, 2009

ASSUMPTION 2

YOUNG PEOPLE USE CRAPPY PHONES

BUILDING A WEB SITE

UNDERSTANDING THE

AUDIENCE

WHAT IS YOUR

TARGET AUDIENCE?

YOUNG PEOPLE

YOUNG PEOPLETEACHERSYOUTH WORKERSPOLITICIANSTHE PEOPLE WHO WORK FOR POLITICIANSPOLITICAL WONKS

YOUNG PEOPLETEACHERSYOUTH WORKERSPOLITICIANSTHE PEOPLE WHO WORK FOR POLITICIANSPOLITICAL WONKSJOURNALISTSPEOPLE WHO READ SLUGGERPEOPLE WHO DON’T READ SLUGGERSTAKE HOLDERSTHE BOARDFUNDERSPARENTS

WHAT IS YOUR

TARGET AUDIENCE?

Micky, 14Disengaged youthMicky is bored. He goes to youth clubs until 5pm when he gets kicked out and spends most nights walking the streets with his mates. He goes to youth groups not to understand issues but to play computer games or ping-pong with friends – it’s a better alternative to hanging out on the street most nights.Attitude and Expectations• Thinks the police are annoying and unfair. But he gets a kick out of annoying them back.• Just about cares enough to try something once, but he won’t try again if it fails.• He’s grown used to how things are and is bit resigned to his fate. Doesn’t think he can change much: “Meh”.• Won’t tout.• Although he’s closed to and mistrustful of strangers, he is very close to and loyal to his mates and is easily influenced by friends.• Uses the internet when he gets the chance to look up Facebook and sport.Goals• To be left alone.• To be part of a strong tribe.

Denise, 16Engaged youthDenise is a very observant middle achiever with opinions about what goes on around her, though she is unlikely to shout too loudly about these. She’s frustrated by people disrespectful the things and people in her neighbourhood. She’s wary of being victimized, as her observational nature makes her acutely aware of danger rather than oblivious. She has friends or family who have been to youth groups before.Attitude and Expectations• Cares deeply about some issues• Would speak out if she felt her thoughts would be treated with respect.• Won’t tell on others.• Doesn’t hang out on the streets at night because she prefers to stays away from trouble and troublemakers. She prefers to hang with someone she knows somewhere that is safe.• Has a sense of justice and fairness, but directs this more towards the needs of others than herself.• Chooses friends with the same values as she has.Goals• Wants people to stop drinking and causing trouble on the streets. her neighbourhood should be treated with respect.• Doesn’t want to be afraid when doing something as simple as going to catch the bus or walking across school grounds

Sheena, 17WIMPMakes friends easily with those who share similar interests. She first attended WIMPS with friends who found it useful for school, although it turns out that it’s a kind of fun place to be and somewhere to shower your head. She’s stayed a WIMP for longer than most people she knows. Her involvement has allowed her to see first-hand that young people can create change, and her sense of justice, fairness and awareness has evolved to advocacy and civic pride. Sheena is acutely aware that action now can have an impact in the future.Attitude and Expectations• Is becoming more confident about sharing views, both inside and outside of WIMPS• Already thinking about becoming a coach in the futureGoals• Learning and knowledge, largely through doing.• Would like to eventually have a career that achieves something meaningful/worthwhile.• Really interested in media and journalism training.

Sean, 19CoachSean’s involvement in WIMPS is something new. His past experience working with youth was enjoyable, but he is looking to widen and deepen the impact he can have beyond relieving others’ boredom. His awareness of local issues and the need for youth involvement in these is growing .He doesn’t spend much time on the internet, but knows that it is a lifeline to many of the young people he works with.Attitude and Expectations• Not afraid to meet obstacles head-on. Has a can-do attitude.• Keen to help young people realise the power they possess and to help them ‘do’ rather than simply ‘talk’.Goals• Wants to further his career and have more impact.• Wants to nurture young people to help themselves and gain a sense of pride, accomplishment and self-esteem.• Wants to improve his own area so that the next generation don’t have to put up with the same crap as he did.

Denise, 16Engaged youthDenise is a very observant middle achiever with opinions about what goes on around her, though she is unlikely to shout too loudly about these. She’s frustrated by people disrespectful the things and people in her neighbourhood. She’s wary of being victimized, as her observational nature makes her acutely aware of danger rather than oblivious. She has friends or family who have been to youth groups before.Attitude and Expectations• Cares deeply about some issues• Would speak out if she felt her thoughts would be treated with respect.• Won’t tell on others.• Doesn’t hang out on the streets at night because she prefers to stays away from trouble and troublemakers. She prefers to hang with someone she knows somewhere that is safe.• Has a sense of justice and fairness, but directs this more towards the needs of others than herself.• Chooses friends with the same values as she has.Goals• Wants people to stop drinking and causing trouble on the streets. her neighbourhood should be treated with respect.• Doesn’t want to be afraid when doing something as simple as going to catch the bus or walking across school grounds

Sean, 19CoachSean’s involvement in WIMPS is something new. His past experience working with youth was enjoyable, but he is looking to widen and deepen the impact he can have beyond relieving others’ boredom. His awareness of local issues and the need for youth involvement in these is growing .He doesn’t spend much time on the internet, but knows that it is a lifeline to many of the young people he works with.Attitude and Expectations• Not afraid to meet obstacles head-on. Has a can-do attitude.• Keen to help young people realise the power they possess and to help them ‘do’ rather than simply ‘talk’.Goals• Wants to further his career and have more impact.• Wants to nurture young people to help themselves and gain a sense of pride, accomplishment and self-esteem.• Wants to improve his own area so that the next generation don’t have to put up with the same crap as he did.

Sheena, 17WIMPMakes friends easily with those who share similar interests. She first attended WIMPS with friends who found it useful for school, although it turns out that it’s a kind of fun place to be and somewhere to shower your head. She’s stayed a WIMP for longer than most people she knows. Her involvement has allowed her to see first-hand that young people can create change, and her sense of justice, fairness and awareness has evolved to advocacy and civic pride. Sheena is acutely aware that action now can have an impact in the future.Attitude and Expectations• Is becoming more confident about sharing views, both inside and outside of WIMPS• Already thinking about becoming a coach in the futureGoals• Learning and knowledge, largely through doing.• Would like to eventually have a career that achieves something meaningful/worthwhile.• Really interested in media and journalism training.

Micky, 14Disengaged youthMicky is bored. He goes to youth clubs until 5pm when he gets kicked out and spends most nights walking the streets with his mates. He goes to youth groups not to understand issues but to play computer games or ping-pong with friends – it’s a better alternative to hanging out on the street most nights.Attitude and Expectations• Thinks the police are annoying and unfair. But he gets a kick out of annoying them back.• Just about cares enough to try something once, but he won’t try again if it fails.• He’s grown used to how things are and is bit resigned to his fate. Doesn’t think he can change much: “Meh”.• Won’t tout.• Although he’s closed to and mistrustful of strangers, he is very close to and loyal to his mates and is easily influenced by friends.• Uses the internet when he gets the chance to look up Facebook and sport.Goals• To be left alone.• To be part of a strong tribe.

Denise, 16Engaged youthDenise is a very observant middle achiever with opinions about what goes on around her, though she is unlikely to shout too loudly about these. She’s frustrated by people disrespectful the things and people in her neighbourhood. She’s wary of being victimized, as her observational nature makes her acutely aware of danger rather than oblivious. She has friends or family who have been to youth groups before.Attitude and Expectations• Cares deeply about some issues• Would speak out if she felt her thoughts would be treated with respect.• Won’t tell on others.• Doesn’t hang out on the streets at night because she prefers to stays away from trouble and troublemakers. She prefers to hang with someone she knows somewhere that is safe.• Has a sense of justice and fairness, but directs this more towards the needs of others than herself.• Chooses friends with the same values as she has.Goals• Wants people to stop drinking and causing trouble on the streets. her neighbourhood should be treated with respect.• Doesn’t want to be afraid when doing something as simple as going to catch the bus or walking across school grounds

The Challenge

Thank You

@davysimsdavysims.comdavysims.co.uk

AndFacebook &Identi.ca &Tumbler&LinkedIn&Vimeo &Flickr &Qik &

Livestream &Ustream &TED.com &

Slideshare &Bebo &

My Space &Gowalla &4Square &

Many others