Kid Parent PowerOrlando – March 26, 2012

Joi PodgornyDirector, Community Engagement

Animal Jam, Smart Bomb Interactive

SOCIAL MEDIA?Of Course!!

But Which One?

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 nerd

• International travel junkie

joi@animaljam.comSkype: joipodgorny

Twitter: @joipodhttp://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/Disagreements are healthy

- Collaborative, tide that raises all the boats

• My goal in talks is to get the room talking to each other

joi@animaljam.comSkype: joipodgorny

Twitter: @joipodhttp://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 or girls? Both? All ages or mixtures?- What ways are they interacting and playing with your brand?- Do kids in different geographic markets interact with your brand differently (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? Is their experience different? How so? - What are their needs and how are they different than your kid audience needs?

PARENTS/GRANDPARENTS- Education and Safety are important areas to fall back on when

you need filler content with this audience.- Parents are an interesting demo, because there are so many generations to consider.- Each generation may interact with your brand online in a different 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 access different 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 the availability of said reports more powerful of a point than them actually using them?

BUSINESS/B2BAdvertising Messaging – Banners, partnerships, sponsorships,

revenue shares, affiliate programsContests – easier to partner, big legal considerations, i.e. skill based testsLicensing/ Product Sales – selling products online? Build your own or join another 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 what you want to say to your customers, I like to start how we did thinking about who they are and why we are talking to them, first, as I think

Since the “what” is so easy, good to start out of the comfort zone.

ContentThings to consider:•New Content•Events•Push Marketing messages or more Conversational with your audience•Sharing – allow audience to comment? Moderated or not?

ContentThings to consider:•Length – actual characters, told all at once or over time•Multi-channel – same brand story/messaging on each site? Or Different experience/content in each place? Mixture? How so?•Frequency

So…

which do

you choose?

Different people are drawn to different networks.

To make it more complicated, one person can be in a multitude 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

Existing CommunitiesExamples:

- 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

Video

Examples:- Mass markets – Youtube, Vimeo- Kid-specific – Kidsbop, KidZui

Things to donsider:- Nice to host on them and not your own site- Most not ok for under 13 – even tho they are one 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 sites

Examples:- flickr, picasa, photbucket, - Pinterest - Hot new SM platform

Things to Consider:- Highlight approved brand images for use for fan sites, etc- Hold contests using themes- 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

Game Aggregators

Examples: Mniclip, Addicting Game, Spil

Things to Consider:- High audience, lower conversion- Depending on the brand – potentially great exposure- Great for setting up a minigame with links/promotion back to main/other sites- Be sure to consider the cost associated with minigame production

What elsedo you need to consider?

TIMEMONEY

FEATURES

You can’t expect to have 100% of all 3

• Project points– Timelines/

Schedules– Frequency–Milestones– Reporting/

Analytics

What else?

• Budgets– Production costs• Badges• Welcome Pages• Minigames

– Partnership/Affiliate 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/

Sweepstakes– International

What else?

joi@animaljam.comSkype: joipodgorny

Twitter: @joipodhttp://joipodgorny.com

Thanks!