Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
RadCampaign.com
Presented by:
Allyson Kapin and Justyn Hintze, Rad Campaign
How To Build
Community With
Teens When You
Are...
RadCampaign.com
Let’s Talk…
• Introductions
• Group Exercise
• Who Is Generation Z?
• Break Through The 8-Second Filter
• ...
RadCampaign.com
A Day In The Life Of A Teen…
From the moment a teen wakes up in the
morning to the moment they go to bed,
...
RadCampaign.com
QUIZ
How many hours a day do
teens spend across media?
A) 2.5
B) 4
C) 9
RadCampaign.com
C) 9 Hours Per Day
2015 study from Common Sense Media, of 2,600+ youth.
RadCampaign.com
38,000,000
teens in the US
RadCampaign.com
92%
Go online several
times daily
Go online daily
56%
RadCampaign.com
Who is Generation Z?
25% US Population
40%Of all consumers by 2020
1995-2009
RadCampaign.com
How Adults View Teens
RadCampaign.com
How
Teens
See
Themselves
- Entrepreneurial
- Self Directed
- College-Driven
- Support Equality
- Digitally...
RadCampaign.com
“You Don’t Get MEEEE”
SEE The Problem?
RadCampaign.com
Generation Lonely
Connected via social and
messaging apps but feels lonely
and not as connected IRL.
RadCampaign.com
Skin Hunger
A teen may have 1,000 Facebook
friends, but only one real friend
they could speak to IRL about...
RadCampaign.com
A Teen Sees
130,000+
Marketing
Images
Yearly!
RadCampaign.com
They Use
An 8-Second
Filter To
Assess Info
RadCampaign.com
Rely On
Trusted
Curators
And
Influencers
RadCampaign.com
They Use
Social
Media
To Build
Their
Personal
Brands
RadCampaign.com
And Seek
Validation
And
Inclusion
RadCampaign.com
How Does This
Impact How You
Market Your
Program?
RadCampaign.com
1. Get OUT Of Your Bubble
RadCampaign.com
2. Your Brand
=
Nothing About Us Without Us
DoSomething.org
RadCampaign.com
3. Make Them The Hero Of Your Story
RadCampaign.com
4. Treat Them As Your
Production Partners
RadCampaign.com
How Can You Recruit
Teens To Share Your
Program Through Their
Eyes And Experiences?
PS: On A Low Budget?
RadCampaign.comRadCampaign.com
Paid Teen Internships
RadCampaign.comRadCampaign.com
Youth Advisory Board
RadCampaign.comRadCampaign.com
Launch Contests, Use Incentives
RadCampaign.com
Make Your Content
Jealous Worthy But
Authentic On………..
RadCampaign.com
So Many
Social Networks,
So Little Time…
RadCampaign.com
RadCampaign.com
Twitter
A Platform To Send And Read 140-Character Messages
Called Tweets.
• Tweets can include links, phot...
RadCampaign.com
RadCampaign.comRadCampaign.com
Instagram
A Mobile Photo And Video-Sharing Platform
• Users take or upload pictures and vid...
RadCampaign.com
Snapchat
Mobile App Where Users Share Videos + Pictures That Self Destructs.
• Snaps – Photos or short vid...
RadCampaign.com
RadCampaign.com
RadCampaign.com
RadCampaign.com
Would You Rather
Personal Finance Campaign
DoSomething.org
RadCampaign.com
Periscope
Live Stream Video App Acquired By Twitter
• While you’re broadcasting, people can chat with you ...
RadCampaign.com
Vine
Short-Form Video Sharing App
• Users can share 6 second long looping
video clips with sound.
• All vi...
RadCampaign.com
YouNow
Live Stream Video Chat Platform
• Users live stream anything they’re doing, including bike-riding, ...
RadCampaign.com
Awesome Campaigns
Targeting Teens
RadCampaign.comRadCampaign.com
#TeensForJeans
RadCampaign.comRadCampaign.com
#TeensForJeans
RadCampaign.comRadCampaign.com
How Red Bull Leverages Social Media
And “Gives You Wings”
“Red Bull is a publishing empire ...
RadCampaign.comRadCampaign.com
Influencers Take Over Snapchat
Spreads Via Multiple Channels
RadCampaign.comRadCampaign.com
Periscope To Live Stream Events
RadCampaign.com
Planned Parenthood
RadCampaign.com
Manage And Map
Out Your Content
RadCampaign.com
Create A Multichannel Content Calendar
Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldaci...
RadCampaign.com
Download Content Calendar Template
http://bit.do/contentcalendar
RadCampaign.com
Group Exercise
RadCampaign.com
What initiatives or campaigns does your
organization have coming up in the next 6
months that would make a...
RadCampaign.com
Who is your target audience?
Who has the power to influence them?
Who will you need to cultivate within or...
RadCampaign.com
Brainstorm ideas to promote your program
across multiple channels.
• What kind of content will you need?
•...
RadCampaign.com
What does success look like?
RadCampaign.com
Keep In Touch
Allyson Kapin: Rad Campaign
Email: Allyson@radcampaign.com
Twitter: @RadCampaign @WomenWhoTe...
Upcoming SlideShare
Loading in …5
×

How To Build Community With Teens, When You Aren't One

1,751 views

Published on

How do you build community with teens, when you aren't one? This presentation walks you through social media and mobile apps that are trending with the 38 million teens in the US and provides examples on how to build engaging campaigns through their shared experiences.

Learn:
· What tools and tactics are teens using to engage other teens?
· What’s trending in online engagement?

Published in: Marketing
  • Be the first to comment

How To Build Community With Teens, When You Aren't One

  1. 1. RadCampaign.com Presented by: Allyson Kapin and Justyn Hintze, Rad Campaign How To Build Community With Teens When You Aren’t One
  2. 2. RadCampaign.com Let’s Talk… • Introductions • Group Exercise • Who Is Generation Z? • Break Through The 8-Second Filter • Social Media And Apps • Awesome Campaigns • Red Bull: How It “Gives You Wings” • Group Exercise
  3. 3. RadCampaign.com A Day In The Life Of A Teen… From the moment a teen wakes up in the morning to the moment they go to bed, how is social media, apps, and tech a part of their lives?
  4. 4. RadCampaign.com QUIZ How many hours a day do teens spend across media? A) 2.5 B) 4 C) 9
  5. 5. RadCampaign.com C) 9 Hours Per Day 2015 study from Common Sense Media, of 2,600+ youth.
  6. 6. RadCampaign.com 38,000,000 teens in the US
  7. 7. RadCampaign.com 92% Go online several times daily Go online daily 56%
  8. 8. RadCampaign.com Who is Generation Z? 25% US Population 40%Of all consumers by 2020 1995-2009
  9. 9. RadCampaign.com How Adults View Teens
  10. 10. RadCampaign.com How Teens See Themselves - Entrepreneurial - Self Directed - College-Driven - Support Equality - Digitally Connected - Open Minded - Creative - Worried About Future Self-Starter Generation
  11. 11. RadCampaign.com “You Don’t Get MEEEE” SEE The Problem?
  12. 12. RadCampaign.com Generation Lonely Connected via social and messaging apps but feels lonely and not as connected IRL.
  13. 13. RadCampaign.com Skin Hunger A teen may have 1,000 Facebook friends, but only one real friend they could speak to IRL about personal issues and go to for comfort.
  14. 14. RadCampaign.com A Teen Sees 130,000+ Marketing Images Yearly!
  15. 15. RadCampaign.com They Use An 8-Second Filter To Assess Info
  16. 16. RadCampaign.com Rely On Trusted Curators And Influencers
  17. 17. RadCampaign.com They Use Social Media To Build Their Personal Brands
  18. 18. RadCampaign.com And Seek Validation And Inclusion
  19. 19. RadCampaign.com How Does This Impact How You Market Your Program?
  20. 20. RadCampaign.com 1. Get OUT Of Your Bubble
  21. 21. RadCampaign.com 2. Your Brand = Nothing About Us Without Us DoSomething.org
  22. 22. RadCampaign.com 3. Make Them The Hero Of Your Story
  23. 23. RadCampaign.com 4. Treat Them As Your Production Partners
  24. 24. RadCampaign.com How Can You Recruit Teens To Share Your Program Through Their Eyes And Experiences? PS: On A Low Budget?
  25. 25. RadCampaign.comRadCampaign.com Paid Teen Internships
  26. 26. RadCampaign.comRadCampaign.com Youth Advisory Board
  27. 27. RadCampaign.comRadCampaign.com Launch Contests, Use Incentives
  28. 28. RadCampaign.com Make Your Content Jealous Worthy But Authentic On………..
  29. 29. RadCampaign.com So Many Social Networks, So Little Time…
  30. 30. RadCampaign.com
  31. 31. RadCampaign.com Twitter A Platform To Send And Read 140-Character Messages Called Tweets. • Tweets can include links, photos, and videos. • Users have the ability to re-share via ReTweet and reply to other tweets. • Live-tweeting events, campaigns + shows is popular. • Hashtags (#) are frequently used across Twitter for niche discussions.
  32. 32. RadCampaign.com
  33. 33. RadCampaign.comRadCampaign.com Instagram A Mobile Photo And Video-Sharing Platform • Users take or upload pictures and videos from mobile devices, use photo filters, then share it publicly or privately in the app, and on social networks. • Videos can be between 3-15 seconds in length. • Hashtags (#) are used to tag content and categorize photos/videos i.e. #catsofinstagram. • App is more popular with teen girls.
  34. 34. RadCampaign.com Snapchat Mobile App Where Users Share Videos + Pictures That Self Destructs. • Snaps – Photos or short videos that you send to one or several friends (max 10 second length) and that self-destructs. • Stories – A tool to string Snaps together to create a narrative that lasts for 24 hours. Most brands use this feature. • Chat – One-to-one text chatting.
  35. 35. RadCampaign.com
  36. 36. RadCampaign.com
  37. 37. RadCampaign.com
  38. 38. RadCampaign.com Would You Rather Personal Finance Campaign DoSomething.org
  39. 39. RadCampaign.com Periscope Live Stream Video App Acquired By Twitter • While you’re broadcasting, people can chat with you and give hearts to like what you’re live streaming. • No video length limit. • Once you end the live video, it’s available for replay for 24 hours before it’s deleted. All chats are also replayed when the video is replayed.
  40. 40. RadCampaign.com Vine Short-Form Video Sharing App • Users can share 6 second long looping video clips with sound. • All videos loop, or replay. • The name Vine was chosen because it’s short for Vignette.
  41. 41. RadCampaign.com YouNow Live Stream Video Chat Platform • Users live stream anything they’re doing, including bike-riding, singing, drawing, etc. • Invite other users to stream into your broadcast in real-time. • Hashtags (#) are used to determine the topic of your stream like #alternative, #advice
  42. 42. RadCampaign.com Awesome Campaigns Targeting Teens
  43. 43. RadCampaign.comRadCampaign.com #TeensForJeans
  44. 44. RadCampaign.comRadCampaign.com #TeensForJeans
  45. 45. RadCampaign.comRadCampaign.com How Red Bull Leverages Social Media And “Gives You Wings” “Red Bull is a publishing empire that also happens to sell a beverage.” James O’Brien - Mashable
  46. 46. RadCampaign.comRadCampaign.com Influencers Take Over Snapchat Spreads Via Multiple Channels
  47. 47. RadCampaign.comRadCampaign.com Periscope To Live Stream Events
  48. 48. RadCampaign.com Planned Parenthood
  49. 49. RadCampaign.com Manage And Map Out Your Content
  50. 50. RadCampaign.com Create A Multichannel Content Calendar Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.
  51. 51. RadCampaign.com Download Content Calendar Template http://bit.do/contentcalendar
  52. 52. RadCampaign.com Group Exercise
  53. 53. RadCampaign.com What initiatives or campaigns does your organization have coming up in the next 6 months that would make a good multichannel campaign? Pick one to focus on for this exercise. Brainstorm 3 short term and long term goals for this initiative.
  54. 54. RadCampaign.com Who is your target audience? Who has the power to influence them? Who will you need to cultivate within or outside your network to reach audiences?
  55. 55. RadCampaign.com Brainstorm ideas to promote your program across multiple channels. • What kind of content will you need? • Does it already exist and can it be edited and tailored for different channels? • Do you need to create the content from scratch?
  56. 56. RadCampaign.com What does success look like?
  57. 57. RadCampaign.com Keep In Touch Allyson Kapin: Rad Campaign Email: Allyson@radcampaign.com Twitter: @RadCampaign @WomenWhoTech Website: http://www.RadCampaign.com Blog: http://www.care2services.com/care2blog Justyn Hintze, Rad Campaign Email: Justyn@radcampaign.com Twitter: @JustynAshley Website: http://www.RadCampaign.com

×