Delivered at Casual Connect Tel Aviv 2016. Despite exponential growth in kids’ internet usage, Silicon Valley has mostly worked with the assumption that nobody under 13 exists. How do content owners responsibly engage with kids without directing a nine-year-old to a Facebook page? Learn about the challenges of building a safe social infrastructure for under-13s, and how you can use dedicated kids’ social platforms to increase engagement with your content in a safe, compliant way.

1. How to (legitimately) Engage
with Kids on Social Media
Paul Nunn
Chief Commercial Officer
SuperAwesome

2. Programmatic
advertising
Sitting at the Centre of the Digital Kids Ecosystem
▪ Founded in 2013 with the mission of creating a 100% kid-safe
digital media platform
▪ Serves the entire ecosystem: agencies, advertisers, content
owners, distributors, consumers and parents
▪ Largest under-13 kids audience in the world: over 300 million
kids across mobile, desktop and online video
▪ Team of 85+ employees in the UK, US, Australia and Southeast
Asia
▪ Experiencing significant growth
▪ Land-grab opportunity: Digital budgets growing ~30%
annually as kids viewing habits shift from TV to digital
▪ FY2015 bookings grew 300% and similar performance
expected in 2016; projected Q4 bookings run-rate of ~$20m
Solution Offerings
Safe-Social and
Content Discovery
Content Creation
and Compliance
Company Summary
Integrated ad server
and marketplace

3. Monetization Social Content

4. Kids & Social Media
1. The context
2. Practical input
3. Know your audience!
4. What constitutes social media FOR kids?

5. THE CONTEXT

9. SOCIAL MEDIA = DATA

12.  Failure to inform third-party ad networks or trackers of the child-directed nature of the sites
 Incorrect configuration of ad servers to prevent behavioural targeting
 Efforts to collect data for remarketing and behavioural targeting purposes
 Insufficient disclosure of data collection and sharing practices in privacy policies
 Ineffective due diligence on third-party trackers without appropriate safeguards in place
 Debunks assumption that social media plug-ins can be used on under-13 sites
RECENT COPPA RULINGS

13.  Failure to inform third-party ad networks or trackers of the child-directed nature of the sites
 Incorrect configuration of ad servers to prevent behavioural targeting
 Efforts to collect data for remarketing and behavioural targeting purposes
 Insufficient disclosure of data collection and sharing practices in privacy policies
 Ineffective due diligence on third-party trackers without appropriate safeguards in place
 Debunks assumption that social media plug-ins can be used on under-13 sites
RECENT COPPA RULINGS
 Subjective determination of whether products are child-directed based on their content
 Highlights that mixed-age sites are subject to COPPA
 It explicitly determines publishers/content owners held to strictest level of liability

14. PRACTICAL INPUT

16. Privacy laws are not there to kill you
The world is adapting

17. General audience does still exist
Context, not just data to find audience

18. Investigate this area
Consider safe harbour

19. Look at all 3rd party links in your product
Guarantees from all partners – not just ads!

20. Make an effort to segregate your audience
Effort is everything

21. Do not direct your kids audience to
places they should not be
Alternatives are growing

22. Take the opportunity to include the parent
in the conversation
Not all or nothing, progressive

23. Test safe kids social opportunities
Not a one stop, global shop. But you will be impressed

24. KNOW YOUR AUDIENCE!

25. DEEP product knowledge
Demand freedom
Extremely resourceful
Tech & Social awareness
Cannot be lost

26. WHAT CONSTITUTES SOCIAL
for KIDS?

44. 15m creations so far in 2016

48. INSTAGRAM
POPJAM
AUG 15 JUN 16SEP 15 OCT 15 NOV 15 DEC 15 JAN 16 FEB 16 MAR 16 APR 16 MAY 16 JUL 16 AUG 16 OCT 16SEP 16
2,200 FOLLOWERS
22,000
FOLLOWERS

50. MODERATION

51. MONITORING
Advanced AI moderation tech
Trust scores and behavior monitoring
OCR and facial recognition
Human moderation from trained experts
Escalations procedures with key agencies
COPPA compliance

52. COMMUNITY
No private chat
50 followers to upload photos
No selfies
Closing hours
Staff engagement
Challenges & Rewards

57. WHAT NEXT?