SOCIAL MEDIA?      Of Course!!    But Which One?        Kid Parent Power    Orlando – March 26, 2012            Joi Podgor...
Who is this “Joi” character?• Online Community Vet  for over a decade   – Actuary turn Chat Monitor• Kids Media aficionado...
Who is this “Joi” character?• I am a professional  Community Manager• I believe that  Communities are:  - Helpful through ...
Let’s try to help you    figure out…   • Who your Target Audience(s) are   • Which Social Media Channels     are right for...
Who is your       target audience?        Personas Exercise• Personas are fictional characters created  to represent the d...
Who is your                target audience?• Who is your average customer? What are their  habits?• Who do you picture usi...
KIDSThings to consider:- Which Gender/Age groups interact with the brand. All boys orgirls? Both? All ages or mixtures?- W...
PARENTS/GRANDPARENTS- Do you see your parent audience as primary or secondary?- Are they playing/interacting with your bra...
PARENTS/GRANDPARENTS- Education and Safety are important areas to fall back on whenyou need filler content with this audie...
PARENTS/GRANDPARENTS-This demo has more access than children but they can not only accessdifferent channels, they may use ...
BUSINESS/B2BAdvertising Messaging – Banners, partnerships, sponsorships, revenueshares, affiliate programsContests – easie...
What are yourGoooooooals?- Are you looking for new users?- Enagaging with existing?- Opening up new demos?- Getting resear...
ContentFINALLY! Right?While it’s super easy to think about whatyou want to say to your customers, I liketo start how we di...
ContentThings to consider:•New Content•Events•Push Marketing messages or moreConversational with your audience•Sharing – a...
ContentThings to consider:•Length – actual characters, told allat once or over time•Multi-channel – same brandstory/messag...
So… which doyou choose?
Different people are drawn to different networks.To make it more complicated, one person can be in amultitude of different...
Traditional…       I know – Facebook is traditional? Seriously?       But in SM 5 years is an eternity.       Things to co...
ExistingCommunities Examples: - Bloggers - Parents -Fan sites - Industry Vertical sites      - toys, cartoons, gaming, des...
VideoExamples:- Mass markets – Youtube, Vimeo- Kid-specific – Kidsbop, KidZuiThings to donsider:- Nice to host on them and...
Microblogging     Examples:     Twitter, Tumblr, Linkedin     Things to consider:     -Retweet policies     - Customer Com...
Location Based  Examples:  Foursquare, Yelp, Gowalla  Things to Consider:  - Events  - Discounts  - Mayorships  - Partners...
Picture Sharing sitesExamples:           Things to Consider:- flickr, picasa,   - Highlight approved brand images forphotb...
Kid Sites   Examples:            Kidzui, Everloop, Whyville            Things to Consider:            - Huge tie-ins possi...
Examples:Mniclip, Addicting Game, SpilThings to Consider:- High audience, lower conversion- Depending on the brand – poten...
What elsedo you needto consider?
FEATURESMONEY                      TIMEYou can’t expect to have 100% of all 3
What else?• Project points  – Timelines/    Schedules  – Frequency  – Milestones  – Reporting/    Analytics
What else?• Budgets  – Production costs    • Badges    • Welcome Pages    • Minigames  – Partnership/Affiliat    e expense...
What else?• Staff to Manage  – Project Managers  – Writers  – Public Relations  – Marketing  – Customer Service  – SM Mana...
What else?• Legal  – COPPA  – Privacy  – Contests/Sweepst    akes  – International
Thanks!  joi@animaljam.com   Skype: joipodgorny    Twitter: @joipodhttp://joipodgorny.com
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Social Media? Of course! But how? - Kid Parent Power 2012

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  • Others - Google Plus,Pic - facebook
  • 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
  • Social Media? Of course! But how? - Kid Parent Power 2012

    1. 1. SOCIAL MEDIA? Of Course!! But Which One? Kid Parent Power Orlando – March 26, 2012 Joi Podgorny Director, Community EngagementAnimal Jam, Smart Bomb Interactive
    2. 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. 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. 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. 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. 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. 7. KIDSThings to consider:- Which Gender/Age groups interact with the brand. All boys orgirls? Both? All ages or mixtures?- What ways are they interacting and playing with your brand?- Do kids in different geographic markets interact with your branddifferently (US/Europe/Asia)? How so?
    8. 8. PARENTS/GRANDPARENTS- Do you see your parent audience as primary or secondary?- Are they playing/interacting with your brand with your kids? Istheir experience different? How so?- What are their needs and how are they different than your kidaudience needs?
    9. 9. PARENTS/GRANDPARENTS- Education and Safety are important areas to fall back on whenyou need filler content with this audience.- Parents are an interesting demo, because there are so manygenerations to consider.- Each generation may interact with your brand online in adifferent way, so it’s important to consider it as a factor
    10. 10. PARENTS/GRANDPARENTS-This demo has more access than children but they can not only accessdifferent 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 theavailability of said reports more powerful of a point than them actuallyusing them?
    11. 11. BUSINESS/B2BAdvertising Messaging – Banners, partnerships, sponsorships, revenueshares, affiliate programsContests – easier to partner, big legal considerations, i.e. skill based testsLicensing/ Product Sales – selling products online? Build your own or joinanother site? Partner with other sites?Different Markets – locals will know their audiences, trends, nuances best
    12. 12. What are yourGoooooooals?- Are you looking for new users?- Enagaging with existing?- Opening up new demos?- Getting research?- Offering new/exclusive features?
    13. 13. ContentFINALLY! Right?While it’s super easy to think about whatyou want to say to your customers, I liketo start how we did thinking about whothey are and why we are talking tothem, first, as I thinkSince the “what” is so easy, good tostart out of the comfort zone.
    14. 14. ContentThings to consider:•New Content•Events•Push Marketing messages or moreConversational with your audience•Sharing – allow audience tocomment? Moderated or not?
    15. 15. ContentThings to consider:•Length – actual characters, told allat once or over time•Multi-channel – same brandstory/messaging on each site? OrDifferent experience/content ineach place? Mixture? How so?•Frequency
    16. 16. So… which doyou choose?
    17. 17. Different people are drawn to different networks.To make it more complicated, one person can be in amultitude of different SM moods at any given moment.
    18. 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. 19. ExistingCommunities 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. 20. VideoExamples:- Mass markets – Youtube, Vimeo- Kid-specific – Kidsbop, KidZuiThings to donsider:- Nice to host on them and not your own site- Most not ok for under 13 – even tho they areone of the higher populations in there- Parent permission- Partnering with other sites
    21. 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. 22. Location Based Examples: Foursquare, Yelp, Gowalla Things to Consider: - Events - Discounts - Mayorships - Partnerships - Badges
    23. 23. Picture Sharing sitesExamples: Things to Consider:- flickr, picasa, - Highlight approved brand images forphotbucket, use for fan sites, etc- Pinterest - Hot - Hold contests using themesnew SM platform - Evoking a brand feeling/emotion - Find new customers, Re-engage older
    24. 24. Kid Sites Examples: Kidzui, Everloop, Whyville Things to Consider: - Huge tie-ins possible - Lower numbers but highly engaged audiences - Higher saturation
    25. 25. Examples:Mniclip, Addicting Game, SpilThings to Consider:- High audience, lower conversion- Depending on the brand – potentially greatexposure- Great for setting up a minigame withlinks/promotion back to main/other sites- Be sure to consider the cost associated withminigame production Game Aggregators
    26. 26. What elsedo you needto consider?
    27. 27. FEATURESMONEY TIMEYou can’t expect to have 100% of all 3
    28. 28. What else?• Project points – Timelines/ Schedules – Frequency – Milestones – Reporting/ Analytics
    29. 29. What else?• Budgets – Production costs • Badges • Welcome Pages • Minigames – Partnership/Affiliat e expenses – Sentiment Analysis toolsets
    30. 30. What else?• Staff to Manage – Project Managers – Writers – Public Relations – Marketing – Customer Service – SM Manager – Community mgmt
    31. 31. What else?• Legal – COPPA – Privacy – Contests/Sweepst akes – International
    32. 32. Thanks! joi@animaljam.com Skype: joipodgorny Twitter: @joipodhttp://joipodgorny.com
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