1. SOCIAL MEDIA?
Of Course!!
But Which One?
Kid Parent Power
Orlando – March 26, 2012
Joi Podgorny
Director, Community Engagement
Animal Jam, Smart Bomb Interactive

2. 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
joi@animaljam.com
nerd
Skype:joipodgorny
• International travel junkie Twitter: @joipod
http://joipodgorny.com

3. Who is this “Joi” character?
• I am a professional
Community Manager
• I believe that
Communities are:
- Helpful through the
tough times
- GMTA, but
Arguments/Disagreem
ents are healthy
- Collaborative, tide that
raises all the boats
• My goal in talks is to joi@animaljam.com
get the room talking to Skype:joipodgorny
each other Twitter: @joipod
http://joipodgorny.com

4. 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

5. 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.

6. 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?

7. KIDS
Things 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?

8. 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?

9. 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

10. 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?

11. BUSINESS/B2B
Advertising Messaging – Banners, partnerships, sponsorships, revenue
shares, affiliate programs
Contests – easier to partner, big legal considerations, i.e. skill based tests
Licensing/ 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

12. What are your
Goooooooals?
- Are you looking for new users?
- Enagaging with existing?
- Opening up new demos?
- Getting research?
- Offering new/exclusive features?

13. Content
FINALLY! 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.

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

15. Content
Things 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

16. So…
which do
you choose?

17. 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.

18. 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

19. Existing
Communities
Examples:
- 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

20. 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

21. 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?

22. Location Based
Examples:
Foursquare, Yelp, Gowalla
Things to Consider:
- Events
- Discounts
- Mayorships
- Partnerships
- Badges

23. Picture Sharing sites
Examples: Things to Consider:
- flickr, picasa, - Highlight approved brand images for
photbucket, use for fan sites, etc
- Pinterest - Hot - Hold contests using themes
new SM platform - Evoking a brand feeling/emotion
- Find new customers, Re-engage older

24. Kid Sites Examples:
Kidzui, Everloop, Whyville
Things to Consider:
- Huge tie-ins possible
- Lower numbers but highly engaged
audiences
- Higher saturation

25. 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
Game
Aggregators

26. What else
do you need
to consider?

27. FEATURES
MONEY TIME
You can’t expect to have 100% of all 3

28. What else?
• Project points
– Timelines/
Schedules
– Frequency
– Milestones
– Reporting/
Analytics

29. What else?
• Budgets
– Production costs
• Badges
• Welcome Pages
• Minigames
– Partnership/Affiliat
e expenses
– Sentiment Analysis
toolsets

30. What else?
• Staff to Manage
– Project Managers
– Writers
– Public Relations
– Marketing
– Customer Service
– SM Manager
– Community mgmt

31. What else?
• Legal
– COPPA
– Privacy
– Contests/Sweepst
akes
– International

32. Thanks!
joi@animaljam.com
Skype: joipodgorny
Twitter: @joipod
http://joipodgorny.com