• Save
Clare Kleinedler, Kellogg's DME Dublin 2014 - How to Win With Teens on Social
Upcoming SlideShare
Loading in...5
×
 

Clare Kleinedler, Kellogg's DME Dublin 2014 - How to Win With Teens on Social

on

  • 411 views

It’s pure logic: Brands want to engage teens, so ...

It’s pure logic: Brands want to engage teens, so
they go where teens are – social media. But it’s
not that easy. Not only are they a fickle bunch,
teens are quick to spot poseurs, particularly
in the form of brands who are all vying for
their attention in a space they prefer to keep
to themselves. So how can brand get them to
listen in the social space, and more importantly,
engage? It’s all about being authentic.

Statistics

Views

Total Views
411
Views on SlideShare
362
Embed Views
49

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 49

http://blog.journ.ie 49

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Clare Kleinedler, Kellogg's DME Dublin 2014 - How to Win With Teens on Social Clare Kleinedler, Kellogg's DME Dublin 2014 - How to Win With Teens on Social Presentation Transcript

  • How to Win with Teens in Social Presented by Clare Kleinedler Social Media Specialist, Kellogg’s – Europe DMX 2014
  • A Look Back….
  • A Look Back….
  • A Look Back….
  • A Look Back… Then: • Looked to media and celebrities and to define what‟s cool • Exposure to brands limited to television, radio, print publications and billboard advertising • No source of instant, real-time interaction with brands – it was always a one-way conversation • Little opportunity to discover for themselves – it was decided for them, and they followed Now: • Are defining cool themselves – “they are the gatekeepers to modern trends.” • Are bombarded by brands in every space: Facebook, Twitter, SnapChat, Youtube, etc. • Are questioning brands and feeding back – they don‟t just take it as it comes • Are discovering, curating & creating on their time and in their own spaces; they are leading trends, not following them.
  • Teens Today But Some Things Never Change • Teens feel they have little control in their lives; everything is dictated by their parents, teachers, etc. • They want to be inspired and they want to express their aspirational selves • They want their voices heard – and for people to be interested in what they have to say. • They want to have their own space; the more customised and catered to their needs and wants, the better.
  • How to Win with Teens in Social Case Study
  • How to Win with Teens in Social The Challenge…. MAKE KRAVE THE BREAKFAST EVERY TEENAGER WANTS TO GET OUT OF BED FOR ACROSS THE SUMMER IN THE UK
  • The Approach…. • 100 days of Twitter challenges to win tickets to Alton Towers • A partnership with YouTube Vloggers to create brilliant content around the campaign and drive reach to a teen audience How to Win with Teens in Social
  • Vloggers share to their community Unique challenge per Vlogger based on talents & interests Vloggers created video content Krave share to fans Vlogger challenge used as basis for consumer challenges Content pulled into media All activity drives back to @KraveUnleashed How to Win with Teens in Social
  • JacksGap KickThePJMusicalBethanAmazingPhil DanIsNotOnFire Nerimon How to Win with Teens in Social
  • How to Win with Teens in Social
  • Why Vloggers/YouTubers? • Brilliant content creators (creating and broadcasting content from their bedrooms) • Huge teen audiences ( as subscribers to their channels) • It's a community (YouTubers are connected to both their audiences and each other and they often collaborate together) • Multi platform (their broadcast channel is YouTube but they're also active and engage with their teen audiences on Twitter, Tumblr and though Google Hangouts) How to Win with Teens in Social
  • How to Win with Teens in Social Twitter Challenges
  • Parody Krave challenge videos Youtuber fan art How to Win with Teens in Social Inspired teens creatively
  • Customisation of challenges drove positive sentiment How to Win with Teens in Social
  • What We Learned • An „engagement‟ doesn‟t have to take place on a brand‟s owned property • Brands should be creating brilliant content (directly, or in collaboration) to compel teens to engage, share and create on our behalf • Brands should consider multiple formats to allow fluid sharing • Brands shouldn‟t push teens to take an action – strong enough content will do that for us
  • Why It Worked… Krave: • Put teens in control • Listened to what they had to say and let their voice be heard • Inspired teens to express their aspirational selves • Facilitated an experience that catered to their needs in their desired space
  • How to Win with Teens in Social Twitter: @clarekleinedler