Using customer insight and social media to engage and work with young people

Promoting positive activities:
How to use customer insight and social media to engage and work with younger people.
10 th March
James Carroll, EvilTwins
Working in partnership with Swindon Borough Council

What are we doing?
Working with young people to develop bespoke online tools to promote positive activities for 13-19 year olds
Why are we doing it?
To remove barriers to and increase participation in positive activities
What customer insight do we need and why?
Need to know how young people would like to see the outcomes delivered, and what products would appeal to them. Crucial for the success and credibility of any products developed, and to young people ’s ‘ownership’ of them
How are we doing it?
Using a co-production model to carry out ongoing action research

Co-production and customer insight: key techniques CFG CG CG CG CG CG CG FBC FBC = Facebook consultation CG = consultation group CFG = core focus group
Carrying out ongoing action research using:
Focus groups at core and consultation level
Surveys
Coaching in key skills

How to use Social media to engage and work with young people
Ownership.
Educate, understanding of what is involved so they can make informed decisions.
Workshops, hands on
Identify what they use everyday, why they like it, why they don’t.
Run regular sessions

How to engage young people with Apps.
Reach
Retention
Revenue

Reach
Multiple Platforms - Facebook, Android, iPhone, Casual Games, Tablets, Blackberry, youtube, twitter
Virality - invite, compete, share
Develop - engage and listen to the online community, so they have ownership over it’s continuing development.

Retention
Awards
Updates
Looping gameplay

Revenue
Users - Subscription, App purchase, Virtual Goods
iAds
In built advertising, not banners make it seamless and part of the game
“ Focus on reach and retention and revenue will take care of itself”
“ build something people are willing to pay for, keep them around so they will pay for it, and give them as many ways to pay as possible. ”

Using customer insight and social media to engage and work with young people

by localinsight on Mar 10, 2011

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Using customer insight and social media to engage and work with young people — Presentation Transcript