Social Media? Of course! But how? - Kid Parent Power 2012Presentation Transcript
SOCIAL MEDIA? Of Course!! But Which One? Kid Parent Power Orlando – March 26, 2012 Joi Podgorny Director, Community EngagementAnimal Jam, Smart Bomb Interactive
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 firstname.lastname@example.org nerd Skype:joipodgorny• International travel junkie Twitter: @joipod http://joipodgorny.com
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 email@example.com get the room talking to Skype:joipodgorny each other Twitter: @joipod http://joipodgorny.com
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
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.
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?
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?
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?
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
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?
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
What are yourGoooooooals?- Are you looking for new users?- Enagaging with existing?- Opening up new demos?- Getting research?- Offering new/exclusive features?
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.
ContentThings to consider:•New Content•Events•Push Marketing messages or moreConversational with your audience•Sharing – allow audience tocomment? Moderated or not?
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
So… which doyou choose?
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.
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
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
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
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?
Location Based Examples: Foursquare, Yelp, Gowalla Things to Consider: - Events - Discounts - Mayorships - Partnerships - Badges
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
Kid Sites Examples: Kidzui, Everloop, Whyville Things to Consider: - Huge tie-ins possible - Lower numbers but highly engaged audiences - Higher saturation
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
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 expenses – Sentiment Analysis toolsets
What else?• Staff to Manage – Project Managers – Writers – Public Relations – Marketing – Customer Service – SM Manager – Community mgmt
What else?• Legal – COPPA – Privacy – Contests/Sweepst akes – International