improving communication with newcomers in the age of ... · flickr photo by will lion improving...
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Flickr photo by Will Lion
Improving communication with newcomers in the age of social media
March 28, 2017Marco Campana www.marcopolis.org
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How do immigrants access information? Immigrant information needs & pathways Immigrant use of the internet - pre and post arrival Major trends - summary of some previous research
How can we reach and serve them better? Importance of trust & credibility in information provision Information problems & overload from an immigrant
perspective It's not all about technology Go to the source, know your audience - the importance
of personalized information provision Some promising practices in the sector
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Barriers to information seeking
24 printed pages long, mostly links to other sites...
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Accessing Employment Information (TRIEC research)
Where do immigrants get employment information?
1.What demographic characteristics of immigrants determine their level of awareness of employment information or settlement information in general?
2.What are the media habits of immigrants?3.What media channels have been used to market
employment information to immigrants and how effective have they been?
4.How could employment information be better channeled to immigrants?
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Major Trends1. Family and friends have continued to be a major source of
employment and settlement information for immigrants
2. Immigrant employment outcomes depend on source of employment information
3. Internet is evolving as a key source
4. In-language media is a priority channel
5. Peer and Informal networks are important
6. Little employment information is being channeled thru traditional media, even less thru ethnic media
7. Traditional advertising is still very effective
8. Lack of translated materials
9. Immigrants trust ethno-cultural media
10. Employed immigrants are looking for employment information
11. Women immigrants are under informed, fare worse than men
12. Cultural demographics matter regarding media access
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Source: Arnold Love, 2010
Settlement.org Evaluation - Major Sources of Settlement Information for Settlement.org Users
69%
12%
7%
5%
3%
1%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Websites
Family and Friends
Settlement/Employment Counsellor
Newspapers
Social networking sites and online groups
English Teacher
Other Sources
Where do immigrants get information?
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Settlement.org Evaluation - Major Reasons for Using Websites for Settlement Information
42%
36%
12%
4%
2%
5%
Reliable source of information for newcomers
Faster and easier to use
Currently outside Canada
No time to visit an agency that helps newcomers
Live too far from an agency that helps newcomers
Other main reasons
Source: Arnold Love, 2010
Where do immigrants get information?
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Statistics Canada, LSIC, 2003
Employment Information Source for Immigrants
10% 10%12%
29%
39%
0
5
10
15
20
25
30
35
40
45
Government agency Immigrant or Refugeeserving agency
School, communitycollege or university
Relative or householdmember
Friends
%
Where do immigrants get employment information?
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Source: Skills for Change Annual Report, 2009/2010
How Immigrants heard about Skills for Change
(14 000 + clients served)
51%
2% 4% 6%8%
12%17%
0
10
20
30
40
50
60
Friend Airpot Flyer Social Worker YMCA Internet Counselor
%
Where do immigrants get employment information?
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Most popular mobile messaging apps worldwide as of January 2017
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Online learning
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75% of Canadian-born used the Internet, compared with 66% of those born elsewhere. For immigrants who arrived in Canada during the last 10 years, the rate was 78%.
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New immigrants spend 54%
more time per day on mobile
devices
2014
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30,288 members (before relaunch)
Niche social networks
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112,956 members
86,128 members
and many more, including in other languages...
29,873 members
509,200 members
25,530 (now 6,359) members
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It's not all about technology
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Get to know your audience, community, clients.
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Assess information problems experienced by them
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Get InformationAssess YourselfAccess TrainingGain Workplace ExposureSecure Connections
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Pre-arrival
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