Jeff Cain

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Jeff Cain w/ Common Sense Media @ MamaBear Conference, Mt. View 4/20

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Jeff Cain

  1. Building Trust WithFamily CustomersMamaBear ConferenceApril 20, 2012
  2. Friday Family Movie Night: Cars
  3. The Following Friday: Cars 2
  4. Fun Animal Movie: Straw Dogs?
  5. What About Apps? Weird Facts
  6. Or Weird Sex Facts
  7. Surprises Are Bad
  8. How Parents Think: CSM Research Vigilance “I want to feel prepared for what’s next.” Peace of Mind Protection “I want to shield my kids; keep Connection “I want to foster open and honest them safe from the risks and communication with my kids.” negative effects of media.”
  9. How Parents Think: CSM Research Self-Reliant Hero Digital Watchful Vigilant Info Seekers • Concern about • Concern about • Concern about media impact: Low media impact: media impact: High Moderate • Attitude: In control of • Attitude: Worried; media kids are • Attitude: Mostly in crave as much exposed to, no help control, feel like information as wanted they’ve figured out possible but lack traditional media; less peace of mind, never confident with internet feel prepared related issues
  10. Need to Establish Trust with Parents• Help them be watchful & vigilant • Information • Ratings • Editorial • Crowd sourced • MPAA, ESRB, etc.• Save them from needing to be vigilant • Create safe area • Kids zone • Parental controls• Don’t ignore the issue • When kids cry, somebody’s brand takes a hit
  11. Lessons From Our Customers• Cable companies • VOD customer reactions• Online retailer • 92% positive brand influence from ratings Comfortable parents are happy parents
  12. Going Beyond Safety; Aspire to Enrich• Focus on positive content rather than Enrichment avoiding negative content• Use media choices as an opportunity to talk Engagement with your kids• Every child is different; know your kids and decide on media Entertainment accordingly Safety
  13. Latest Research Shows: Quality MattersRecent scientific research has found the quality ofchildren’s media matters as much as the quantity• Watching violent cartoons during preschool ages is associated with aggression at ages 7-10 “The key to making TV a positive force is to make TV a tool, not a crutch.” – Dr. Dimitri Christakis Director, Seattle Children’s Research Institute’s Center for Child Health, Behavior and Development

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