Le
séminaire ARENOTECH de Fontevraud a porté les 19 et 20 mars 2005
un regard prospectif sur l’Europe et l’Amérique du Nord en 2010
- 2015
Regards
prospectifs sur dix années d’émergence
d’une société de la connaissance
Youth Online Engagement Opportunities
Canadian initiatives for youth participation and the potential of SMS.
Overview
Ø General trends
Ø Government of Canada initiatives
Ø SMS in Canada
Ø Canadian initiatives using SMS.
Anecdotal
evidence in the U.S. (CIRCLE: 2004) suggests that young people are especially
prominent in online campaigns.
l Research in Canada (D-CODE) shows Information Age
Generations (IAGs) are savvy at filtering information and finding the message.
l One in five Americans between the ages of 18 and 29
turns regularly to the Internet for news.
l IAGs are using technology to build communities of
interests (D-CODE).
l Young people favour some online campaigns techniques
but oppose others.
l Most popular techniques : online chat rooms, blogs,
issue e-mails, meet-up events (CIRCLE: 2004)
l In general, young people tend to prefer communications
they choose to receive (‘opt in’ or ‘pull marketing’) over ones that are simply
sent to people.
l Young people prefer being listened to rather than
asked their opinion on specific subjects.
l They want to take action
l Security issues: they are tech savvy but are they
security savvy?
Government of Canada initiatives-1
Youth.gc.ca
l Began in 2002 and redesigned in September 2004
l Hub of various information for Canada’s youth :
educational services, programs abroad, employment, money, sports, arts, culture
and many other subjects.
l Created in partnership with 16 Youth Team Leaders,
hundreds of volunteers from across Canada and 16 Federal Partners.
l Many opportunities for youth summer job experience
with Summer Work Experience 2005 and Summer Career Placement 2005.
Government of Canada initiatives-2
Rural Youth Secretariat
l Administers the National Rural Youth Network and
provide various channels for Canada’s youth to participate.
l An ongoing website forum for young rural Canadians to
let them discuss important topics.
l Network conference calls to discuss events, issues and
concerns with members of the National rural youth network.
l Live chat with Secretary of State Andy Mitchell (April
2002)
Government of Canada initiatives-2
(continued)
National Rural Youth Network
& Center of Expertise
l Partnering on a national pilot webinar – March 22nd.
l Members of the National Rural Youth Network would
log-in to the webinar using a username and password.
l The members can collaboratively work together from
different locations using multiple tools.
l Live video feeds will provide face-to-face contact
while all members will be able to discuss using Voice over IP.
l A guest speaker will conduct a presentation using
slides while an interpreter will provide instantaneous translation.
Government of Canada initiatives-3
Indian and Northern Affairs –
Connecting Youth in Canada
l Aboriginal - including Inuit, First Nation and Métis
communities from different parts of Canada host live webcasts on February 23rd.
l Aboriginal students take part in a 30 minutes live
webcast with themed discussions moderated by a host.
l Schools and educators across the country go online,
watch and send in questions by email.
l Aboriginal students in the host communities answer and
discuss as many questions as possible that are sent in by email.
SMS in Canada
A new medium to get in touch with youth?
SMS in Canada Overview
l Soaring technology sector in Canada
l Legal Regulatory Void
l Canadian Radio-Television and Telecommunication
Commission has no control over SMS.
l Statistic Canada and Industry Canada have no team to
study and evaluate the SMS niche.
l Managed only by the private sector.
SMS in Canada : some basic numbers
l Between February 2002 and December 2004,
telecommunication industry have seen a boom in SMS use : growth higher than
800%.
l In 2004, Canadians sent 710.3 million
SMS from a cellular to another.
l In December 2004, Canadians sent 83.4
million SMS from a cellular to another – 31 SMS per second.
l Industry carries the message:
‘‘There’s an almost perfect correlation between the people who use text
messaging most often and those who have been least likely to vote in elections,
[…] Text messaging is ideally suited to help reverse that trend by making it
easier for young people to be involved in the political process’’
-Nathalie Le Prohon, General Manager, Nokia Canada
Canadian initiatives using SMS - 1
Dominion Institute – Foreign Fields
Foreign Fields – Documentary.
l A documentary aired on global Television in September
2003 on Canada’s foreign policy from the Second World War to today.
l Using SMS technology, viewers could subscribe to live
surveys – 1004 different cellular phones completed the 5 surveys while 3500
completed at least one. Results were broadcasted within minutes.
l 340 000 viewers watched the whole documentary, 25% of
them were aged 18 and below.
l Popularity with youth considerable since it wasn’t a
program aimed to target youth like Much Music or Canadian Idol.
Canadian initiatives using SMS - 2
Dominion Institute - Youth Vote 2004
Youth Vote 2004 – Youth in touch with Party
leaders
l An initiative to promote youth participation in the
2004 federal elections.
l Using short codes, young Canadians could send
questions to four political parties: Green Party, Liberal Party, Conservative
Party, New Democratic Party.
l On June 4th 2004, party leaders would
answer live questions asked by young Canadians.
l During the 8 campaign weeks, 6300 SMS were sent. Main
problem: elections were held with school’s final exam period.
Canadian initiatives using SMS - 3
Get Your Vote On – 2005 B.C. election
Get Your Vote On – SMS to poll and invite youth
to vote.
l Non-partisan NGO who promotes 18-34 participation in
the forthcoming provincial election.
l Using web tools and SMS, a virtual youth community is
emerging to represent youth’s interest.
l SMS polls and political parties bulletin cards will
provide tangible study results which will be sent to political parties and
medias.
l On election day, subscribed young Canadians will
receive an election reminder with information on how to vote including the
closest election booth from their actual location.
Publications
Ø Conference reports; fact sheets;
monthly newsletter; biweekly scans; online glossary; best practices;
Web Sites
Ø www.onlineconsultation.gc.ca
Ø www.archetypes.gc.ca
Conferences,
Seminars, Workshops, Keynote Addresses
Ø Events
reaching out to federal and provincial public servants, academics,
international delegations.
Communities
of Practice
l Methodology
and Tool Selection : Webinars,
Surveys, Workbooks, Web-Forums, Content Management Systems, Stakeholder Management Systems
l
Designing : setting clear objectives for the
consultation
l
Management : hosting and monitoring the complete online engagement process, providing support to
the moderator and ensuring that appropriate content is published on the
e-consultation site
l
Moderation : monitoring the online engagement
process
l
Analysis : Providing an evaluation of the consultation
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Le
séminaire ARENOTECH de Fontevraud , les 19 et 20 mars 2005