Peter Marland Director of Housing Services @petemarl Jenna Condie Lecturer in Psychology @jennacondie Social Media: The Business Case & the Psychology.

Peter MarlandDirector of Housing

Services

@petemarl

Jenna CondieLecturer in Psychology

@jennacondieSocial Media: The Business Case & the Psychology

1999The first stock transfer following the

Housing Act 1996ERCF funded (£5.5M) to address negative value of the stock and to offer a route to a

privately funded sustainable solution

Stock Transfer 1999

• >300 empty properties (30%)• Rent Arrears >£160K (600

tenanted units)• High Crime• ASB very high (often

not reported)• Resident Dissatisfaction very

high• No demand for properties• People waiting to move out• Experiment expected to fail

2013• Empty properties 0.1%• High demand for stock• Allocations – local lettings

policies• Arrears reduced by over

50%• ASB significantly reduced • Crime significantly reduced• Racial Harassment (almost

non existent)• Top 18 RSL (HQN, Inside

Housing) ....2007• Award winning company

“Impressive customer service improvements over the last year through a commitment to continuous improvement via the Pioneer Way”

“Openness and ease of access to its

services”

The Pioneer Way…

Social Media Luddites• Social media is No1 activity on the web• You tube is the worlds second largest

search engine• 39m Facebook users in UK (1 Billion Globally)

• 50% Worlds population is <30• 92% of <2’s have digital footprint• FB users…25% check accounts >5 times a

day• 50% internet access through phones• 1 Million websites integrated into

Facebook• Average FB user has 130 friends• Can we afford to be on the side-lines?• How can we influence our online

reputation?Think about the business case !!!

Applying Psychology to Social Media

dullhunk

@ukmediapsych#mediapsych

Social Groups

Community

zarrion101

Facebook pages as ‘places’

Places where people construct themselves in dialogue

The daily dilemmas of

online community engagement

Connect with Customers Cost effective

Manage our on-line reputation

Raise Awareness

Message customers immediately Challenges !!!

www.pioneerpanel.net

• University-industry partnerships• MSc Media Psychology student

dissertations• Measures and methods• Future research projects – what next?

Evaluating social media for tenant engagement

• Privacy, disclosure, and safety• For tenants and staff

Ethics

• E.g. Analysing discourse to avoid positioning social housing tenants as ‘benefit cheats’:

Reflexive practice

• Behaviour change e.g. energy use• Digital storytelling • Empowerment: person to person communication • From Complaining to contributing• Openness and sharing experiences

Enhancing Communication

Participatory Culture

Social media is more about psychology and sociology

than technologyBrian Solis (2007)

Image: Flickr: Florin Hatmanu

Thank you for listening

@petemarl@jennacondie

Peter Pioneer-HomesAshtonPioneer

[email protected]@salford.ac.uk