Social Media? Of course! But how? - Kid Parent Power 2012
1. SOCIAL MEDIA?
Of Course!!
But Which One?
Kid Parent Power
Orlando – March 26, 2012
Joi Podgorny
Director, Community Engagement
Animal Jam, Smart Bomb Interactive
2. Who is this “Joi” character?
• Online Community Vet
for over a decade
– Actuary turn Chat Monitor
• Kids Media aficionado
(aka “expert”)
– Worked on dozens of
brands and properties
• Remote teams champion
• Project Management,
Productivity & Efficiency
joi@animaljam.com
nerd
Skype:joipodgorny
• International travel junkie Twitter: @joipod
http://joipodgorny.com
3. Who is this “Joi” character?
• I am a professional
Community Manager
• I believe that
Communities are:
- Helpful through the
tough times
- GMTA, but
Arguments/Disagreem
ents are healthy
- Collaborative, tide that
raises all the boats
• My goal in talks is to joi@animaljam.com
get the room talking to Skype:joipodgorny
each other Twitter: @joipod
http://joipodgorny.com
4. Let’s try to help you
figure out…
• Who your Target Audience(s) are
• Which Social Media Channels
are right for your brand
• What is your best use of each channel
• What are issues you need to think about
when using each channel
5. Who is your
target audience?
Personas Exercise
• Personas are fictional characters created
to represent the different user types within
a targeted demographic, attitude and/or
behavior set that might use a site, brand
or product in a similar way.
6. Who is your
target audience?
• Who is your average customer? What are their
habits?
• Who do you picture using/interacting with your
brand? Multiple kinds of customers?
• How often are they seeking or needing your
online offerings?
• Have you don’t this exercise before? Yes – how
can you enhance/tweak?
7. KIDS
Things to consider:
- Which Gender/Age groups interact with the brand. All boys or
girls? Both? All ages or mixtures?
- What ways are they interacting and playing with your brand?
- Do kids in different geographic markets interact with your brand
differently (US/Europe/Asia)? How so?
8. PARENTS/GRANDPARENTS
- Do you see your parent audience as primary or secondary?
- Are they playing/interacting with your brand with your kids? Is
their experience different? How so?
- What are their needs and how are they different than your kid
audience needs?
9. PARENTS/GRANDPARENTS
- Education and Safety are important areas to fall back on when
you need filler content with this audience.
- Parents are an interesting demo, because there are so many
generations to consider.
- Each generation may interact with your brand online in a
different way, so it’s important to consider it as a factor
10. PARENTS/GRANDPARENTS
-This demo has more access than children but they can not only access
different channels, they may use different devices on each channel
-Do they need to be able to purchase things on every channel?
-Think about how accessible you want and need your content to be –
reports are a great idea, but will your parents really use them? Is the
availability of said reports more powerful of a point than them actually
using them?
11. BUSINESS/B2B
Advertising Messaging – Banners, partnerships, sponsorships, revenue
shares, affiliate programs
Contests – easier to partner, big legal considerations, i.e. skill based tests
Licensing/ Product Sales – selling products online? Build your own or join
another site? Partner with other sites?
Different Markets – locals will know their audiences, trends, nuances best
12. What are your
Goooooooals?
- Are you looking for new users?
- Enagaging with existing?
- Opening up new demos?
- Getting research?
- Offering new/exclusive features?
13. Content
FINALLY! Right?
While it’s super easy to think about what
you want to say to your customers, I like
to start how we did thinking about who
they are and why we are talking to
them, first, as I think
Since the “what” is so easy, good to
start out of the comfort zone.
14. Content
Things to consider:
•New Content
•Events
•Push Marketing messages or more
Conversational with your audience
•Sharing – allow audience to
comment? Moderated or not?
15. Content
Things to consider:
•Length – actual characters, told all
at once or over time
•Multi-channel – same brand
story/messaging on each site? Or
Different experience/content in
each place? Mixture? How so?
•Frequency
17. Different people are drawn to different networks.
To make it more complicated, one person can be in a
multitude of different SM moods at any given moment.
18. Traditional…
I know – Facebook is traditional? Seriously?
But in SM 5 years is an eternity.
Things to consider:
•General audience/Parent Permission
•Most not ok for under 13 – even tho they
are one of the higher populations in there
•Make sure your verbiage is appropriate
•Use of APIs – SSO, wallet tie-ins
•Analytics baked in
•Welcome and Info page considerations
•Requiring a “like” to see content
•How much do you show – content/somments
19. Existing
Communities
Examples:
- Bloggers
- Parents
-Fan sites
- Industry Vertical sites
- toys, cartoons, gaming, design, education
Things to consider:
-How to support/celebrate them – backgrounds, call
outs, special badges, prizes
-Many have the under 13 restrictions, so need to
involve parents in many cases
20. Video
Examples:
- Mass markets – Youtube, Vimeo
- Kid-specific – Kidsbop, KidZui
Things to donsider:
- Nice to host on them and not your own site
- Most not ok for under 13 – even tho they are
one of the higher populations in there
- Parent permission
- Partnering with other sites
21. Microblogging
Examples:
Twitter, Tumblr, Linkedin
Things to consider:
-Retweet policies
- Customer Complaints
- DMs or Public replies
- Will you participate in Twitter
habits like FFs or Hashtags?
22. Location Based
Examples:
Foursquare, Yelp, Gowalla
Things to Consider:
- Events
- Discounts
- Mayorships
- Partnerships
- Badges
23. Picture Sharing sites
Examples: Things to Consider:
- flickr, picasa, - Highlight approved brand images for
photbucket, use for fan sites, etc
- Pinterest - Hot - Hold contests using themes
new SM platform - Evoking a brand feeling/emotion
- Find new customers, Re-engage older
24. Kid Sites Examples:
Kidzui, Everloop, Whyville
Things to Consider:
- Huge tie-ins possible
- Lower numbers but highly engaged
audiences
- Higher saturation
25. Examples:
Mniclip, Addicting Game, Spil
Things to Consider:
- High audience, lower conversion
- Depending on the brand – potentially great
exposure
- Great for setting up a minigame with
links/promotion back to main/other sites
- Be sure to consider the cost associated with
minigame production
Game
Aggregators
Mass markets – Youtube, VimeoKid-specific – Kidsbop, KidZuiConsiderationsNice to host on them and not your own siteAgain, most not ok for under 13 – even tho they are one of the higher populations in thereParent permissionPartnering with other sitesPic - projector
Pic – telegraph or birds
Pic - compass
Photo sharing – flickr, picasa, photbucket, Pinterest - Hot new SM platformUses:Ok brand images for use for fan sites, etcContests using themesEvoking a brand feeling/emotionNew customers/persistantIn general, not for kids … yetPic - Camera
Pic - playground
The Project Triangle. In Project Management circles we know this is the You can only choose 2 to be 100% of your vision, one will always have to compromise.
Images lifted from ALL over the web – get comfortable with that QUICK