The Internet and Social Media

What's the future of settlement work?

http://www.flickr.com/photos/tyla/2613836330

Marco Campana, OCASI@marcopolisISAP Conference 2010

Our Focus Today

• Intro• Looking back before we look forward• Social Media – the pitch• Some great• It’s not just about technology• Should you hire a new generation of

employees?• Time• Orgs and Funders

1) Services are accessible to all who need them.

2) Services are offered in an inclusive manner, respectful

of and sensitive to diversity.

3) Clients are empowered by services.

4) Services respond to needs as defined by users.

5) Services take account of the complex, multifaceted,

interrelated dimensions of settlement and integration.

6) Services are delivered in a manner that fully respects

the rights and dignity of the individual.

12 Core Values of Settlement Work

Canadian Council for Refugees

12 Core Values of Settlement Work

7) Services are delivered in a manner that is culturally

sensitive.

8) Services promote the development of newcomer

communities and newcomer participation in the wider

community and develop communities that are welcoming of

newcomers.

9) Services are delivered in a spirit of collaboration.

10) Service delivery is made accountable to the communities

served.

11) Services are oriented towards promoting positive change

in the lives of newcomers and in the capacity of society to

offer equality of opportunity for all.

12) Services are based on reliable, up-to-date information.

1) Anonymous and/or confidential access to information.2) Be empowered to the extent possible.3) Assistance based on the inquirer's personal value

system.4) Treatment based on respect and sensitivity to cultural,

generational and age/disability related differences.5) Self-determination and the opportunity to access the

most appropriate service available in the human services system.

6) Accurate and comprehensive information about services.

7) An appropriate level of support in obtaining services.8) A grievance procedure if they feel they have not

received satisfactory service.

Client Bill of Rights

Alliance of Information & Referral Systems

Help people explore and make the most of what they need.

Communicate and connect with people.

Connect them with the information and people they

need.

Be Trusted Sources.

Do it all WITH our clients, not TO them.

Settlement Modernizatio

n

Operating Vision

9

» Common Contract – Outcome Based Performance

» Flexible funding model to support innovative and dynamic programming

» Capacity building» Report results and trends / needs

Service Provider Perspective – Strategic partnerships with other service providers/responsive to emerging needs

Local needs addressed through local planning and community-wide coordination (LIPs, RNEN, Local Labour Market Planning tables)

Ministry Perspective – Government priorities; oversight and policy development

Client Perspective – Continuum of services; no eligibility gaps; alignment with core programs (e.g. health, education, housing, employment)

» Immigrant Services – clear entry points/access to services/multi-channel

» Multi-service locations/province-wide coverage/services mobile and dynamic

» Deliver immigrant services based on defined client needs & outcomes

» Refer to other support services as required

» Manage provider relationship» Monitor performance» Develop streamlined processes to

support integrated service delivery

Innovations Now:

JSW,Newcomer Information Centres,Settlement Workers in Schools,LINC,Orientation materialsLibrary Settlement Partnerships,Youth-centered programming,Professional Development conferences for IEPs,Higher level language training, LT in the workplace,Occupation-specific language training,Local Immigration Partnerships.

Future Innovations:

Enhancing pre-Arrival Services, Coordinated Language Assessment andReferral System,OccupationSpecific Language Training – OSLT,EmploymentRelated Services,Welcoming Communities,Capacity-building (focus on governance and needs assessment)

Social Media

12

What if increased use of online tools could save us time, free us up to do more

interesting work, get us the information we needed to do our jobs and engage our

community more efficiently, effectively?

Working Smarter?

Silos

Synergies

http://www.flickr.com/photos/dailypic/1459055735/

FROM

knowledgeable individuals

ad hoc information sharing, if at all

short-term knowledge capacity

Less than optimal performing organization

TO

knowledgeable individuals and organizations

Information and knowledge sharing

systematic, formal, strategic sharing

generating new knowledge

continuity in knowledge retention

tools and processes to support an even better performing orgs

RESULTS IN

greater access to information

better program planning & delivery

more effective and efficient service to clients/members/stakeholders

better partnerships with service providers and stakeholders

stronger organizational systems

Why Social Media?It’s happening

now.

With or without you.

The people you want to reach are already

using it.

“Among people born in Canada, 75% used the Internet,

compared with 66% of those born elsewhere.

However, the rate was 78% among immigrants who arrived in Canada during the last 10 years. Most of these recent immigrants live in

urban areas.” Statistics Canada

39,778 members

50,932 members

1,502 members

17,538 Members

and many more...

eLearning

Online Video

Learning Portals

Current Examples

5 Pillars• Ease of Use (tech becoming boring, easier)

• Trusted Networks (that's you!)

• Everyone Can Publish (if you can send

an email, you can use social media)

• Actively Passive (set it and forget it – well,

almost)

• Media Rich (use pictures, video to inform, educate,

serve)

Social Media

Your Org Here

Your Service Platform

Other?

It’s Not Just About the

Technology

A service evolution doesn't happen when we adopts new tools.

It happens when we adopt new behaviours (to

paraphrase Clay Shirky).

Connect and integrate your online work with your offline work

For e-service delivery, technology is valuable when it complements or maximizes a relationship currently in progress.

Important principles:

• No loss of human service interaction with clients

• Minimal increase in workload for staff; instead, a change in how we do our work with some of our clients

• E-services must complement existing services

• Online work must contribute to meeting client service targets

• E-services is not for all clients• Privacy and confidentiality are essential• Maintaining a high level of client-centric

service focus

How can we complement existing service delivery to offer clients another way to get help?

Can on-line, interactive access to and connection with counsellors, information, mentors and advisors, peers, and other learning resources be part of a service solution?

Service Evolution: S.Org Example

The site started with a discussion forum. No uptake. Took it off the site.

We responded to emails from site users. 1 to 1.

We were getting very similar emails from multiple people. Started creating form emails. 1 to many - kind of, but not really.

Trend increased. We brought back the discussion area. Posted the question and answer, then email them back with the address where their answer could be found. 1 to many.

Eventually, we restricted the places where people could send us email, and directed them to our discussion forum to ask questions. Discussion forum membership and postings increased. No one was answering questions but us. All postings were moderated (funder pressure, very much the right decision!) Still 1 to many.

At some point, after some time, for some reason, people started not only posting questions, but also answers!

Some users became frequent contributors, site experts.

Some threads now include dozens of replies, thousands of reads. Some of them are not even questions, but discussions about experiences, opinions on issues, etc. We have a full time discussion area facilitator. We could use another!

Can you solve your social

media problem by hiring a new

generation of employees?

36

It isn’t an age thing.

It's a skill, attitude,

innovation thing.

And, that's ageless.

They bring• Energy• New Skills• Attitude• Creativity• Innovation• Facebook• Social media

You have• Experience• Structure• Awareness• Community• Introspection• Face time• Social connection

New Hires

It’s Not Just About the

Technology

Be open to the possibilities of how technology can serve our work (instead of the reverse).

Now, more than ever before, this is possible.

1. Listen Up!2. Target your audience3. Develop an active idea4. Produce engaging content5. Distribute your content6. Get social

Engaging Online: A 6 Step Program

http://www.fenton.com/watta/

How much time?

Orgs and Funders• Lack of control and

understanding• Banning access – social

media as waste of time• Reportable stats (the all

important PR Card number)• Do funders get this?

The future of settlement work is

a culture of innovation,

creativity, learning, serving.