How Young Early Adopters Find and Share new Entertainment (Children's Media Conference 2014)
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Our presentation from the 2014 Children's Media Conference looking at how young early adopters find and share new entertainment, with a focus on social media.
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How Young Early Adopters Find and Share new Entertainment (Children's Media Conference 2014)
- 1. CMC 2014 “People in both fields operate with beliefs and biases. To the extent you can eliminate both and replace them with data, you gain a clear advantage.” ― Michael Lewis, Moneyball: The Art of Winning an Unfair Game
- 2. CMC 2014 ONGOING 3 PART STUDY OVER 5,000 FAMILIES
- 3. Stage 1: Identifying Your Audience Early discovery CMC 2014
- 4. Early discovery Mass consumption Sharing Stage 2: How to Engage Your Audience CMC 2014
- 5. Stage 3: Sustaining & Extending Retention CMC 2014
- 6. CMC 2014
- 7. The Challenge Fragmentation More content + more platforms to consume = harder to be found CMC 2014
- 8. "We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday." The Long Tail Chris Anderson, The Long Tail: Why the Future of Business Is Selling Less of More CMC 2014
- 9. ‘De gustibus non est disputandum’ [that] of taste is not to be discussed The Long Tail has no Value? CMC 2014
- 10. The Challenge Fragmentation More content + more platforms to consume = harder to be found Commercialisation Big brands have access to audience and platforms CMC 2014
- 11. Non-traditional Grows Up 1bn downloads Going toe-to-toe with Disney More subscribers than 1D 80m registered users Earned enough to quit his job 2013: $330m CMC 2014
- 12. Kids Media Habits are Changing CMC 2014
- 13. The Funnel HOW KIDS FIND WHAT THEY EXPERIENCE HOW KIDS SHARE …Make your brand discoverable …. Make your brand aspirational …Make your brand more social CMC 2014
- 14. How They Find CMC 2014
- 15. 64% 63% 35% 35% 34% 28% 25% 23% 19% 19% 17% 13% 13% 13% 11% 8% 7% Experts at Filtering Peer Recommendations and WOM CMC 2014
- 16. Experts at Filtering The App Store/Play Store Scanning reviews, screenshots & graphics – it’s a two- second process Delete after a few minutes if not liked CMC 2014
- 17. Experts at Filtering Be the first person to re-tweet / share Constant Phone Notifications CMC 2014
- 18. Experts at Filtering Use visual cues and be concise You’ve only got a few seconds Communicate key hooks straight away Make peer recommendation super easy… share-ability CMC 2014
- 19. Why do they share brands? CMC 2014
- 20. NEWNESS:DIFFERENTIATION Expect & demand a stream of constant change New is aspirational Constantly being improved “A little buzz every time I’m the first to try something out” CMC 2014
- 21. Apple isn’t the Device for Early Adopters CMC 2014
- 22. Exclusivity Keen to get away from parents, authority & ‘policing’ Get bored of mainstream Challenger brands appeal Value novelty over caution CMC 2014
- 23. Popularity Ratio of followers to following is important Number of likes on a photo Highly managed online ID It’s a full time job! CMC 2014
- 24. Collaboration Want a 2-way relationship with the creators and designers Consulted on improvements Crowd-sourced ideas Freedom to contribute and get involved CMC 2014
- 25. CMC 2014
- 26. EXCLUSIVITY:How to Make it Aspirational ‘Private’ launch - make them feel special and needed Leak the information to niche media outlets/sources Allow them to feedback and improve the product Strategy to keep the ‘un-cool’ out?! CMC 2014
- 27. How they Share CMC 2014
- 28. Fragmentation Different media and platforms for different reasons Some very public, some more private and personal CMC 2014
- 29. The more personal it feels, the more teens trust opinions - A loop of checking! 14-17s CLOSE FRIENDS FRIENDS FOLLOWERS A minority have own YouTube channel CMC 2014
- 30. Used to use it for everything! The Mums and Grandmas have moved in It’s still got the most People on it, so feels like it’s got widest reach… Now it’s the events organiser for teens CMC 2014
- 31. Teens have quite a functional relationship with Twitter – it’s a place to find information… It’s for “following celebs and favourite football teams” Easy to find friends and spread the word via hashtags But nothing is private on twitter”, anyone can follow you CMC 2014
- 32. “It’s for music, hobbies and funny stuff” “You go for one thing and end up somewhere totally different” “See and hear things you never knew existed” “It’s everything for everyone…whatever you want” CMC 2014
- 33. Relaxed and chilled browsing” (teens upload less) Easy to share with friends Funny videos you can watch over and over Have a selection of favourite Viners CMC 2014
- 34. It’s about getting noticed For my best photos, to see how good looking i am It’s a thrill every time you post… will it get lots of likes or not? Feels quite personal – feel they know everyone they’re following (really?!) In the moment and experiential But you feel judged and rejected when photo isn’t liked within 4 minutes! CMC 2014
- 35. Only for my closest friends Insight into the ‘everyday’ me Capture that exact moment Feels more special as it’s only limited time You don’t have to worry about it being there in the future CMC 2014
- 36. Constant chat, good to be part of it and keep up…always something going on/to read CMC 2014
- 37. For designers: Improve ways they can highlight their popularity and social status Is there a way to reassure it’s safe to ‘share in the moment’? For brands: Make friends and get closer to your target audience Via... More emotive social media - consider more visual mediums By... Being real, truthful and transparent; not a corporate Take down posts that don’t create a buzz Communicate regularly and publicly Maintain energy and dynamism...Keep the updates and NPD coming How to be More Social CMC 2014
- 38. 1. Exclusivity 2. Collaboration 3. Clarity CMC 2014
- 39. Be Exclusive and Disruptive CMC 2014
- 40. Reply #2: twelve minutes after launch: "Oh hell, that's pretty cool. I just dig around in the ground a bit, and suddenly I'm in this underground cave! Great sense of exploration already." Reply #3: 15 minutes after launch Comes from Increpare, the developer of the recently released puzzle game English Country Tune. ”I hope you make something really good of this, dude; I think it has a lot of potential." First 15 Minutes of Minecraft CMC 2014
- 41. ‘just dig’ becomes ‘really good’ BE COLLABORATIVE CMC 2014
- 42. Keep it Simple, Stupid CMC 2014
Notas del editor
- I’m not sure everyone here will be a huge baseball fan, or have waded their way through Michael Lewis book where he talks about how an unfashionable team, the Oakland Raiders, with a tiny budget became serious contenders. The coach Billy Beane, selected unfashionable players who were undervalued against traditional metrics but showed value on other metrics such as their defensive capabilities. In the world of entertainment having the most polished artwork, or beautiful narrative doesn’t guarantee success. So how by understanding data, such as your audiences media habits and search behaviour can you give your IP the best possible chance at winning this unfair game, I’ll explain why its unfair shortly.
- Sherbert are joining forces with Dubit and as part of this exciting strategic partnership we have combined to provide insight into how brands can launch, grow and sustain new IP extend the popularity of existing brands. So far this study incorporates the opinions of over 5,000 families worldwide and growing and is split into three stages.
- The first stage, which we presented at the New York Toy Fair in February, identified who your products first users may be and how to reach them. Unsurprisingly the teenage audiences showed the most intent to find exciting new technology and this presentation will focus on tweens and teens for that reason. Please just give me a nudge if you would like a copy of this report
- The second stage is the focus of today’s presentation, we will be looking at how you can make your brand findable, loveable and shareable
- As the third part of our study, taking place over the next couple of months, we will be looking at how through product and marketing activities you can sustain and expand your IP. Part of that we presented last year at CMC on adapting heritage brands online, again if you want a copy of that report just come and find Nicki or I. I mentioned that this was an unfair market, let me explain why we think that is true and then reveal the secrets on how to win.
- It used to be that a controller, commissioner or syndicate would sift 5,000 ideas and select 2. You as the audience would then watch, read, listen and play. But with the lowered barriers to content creation and the proliferation of platforms it is now easy for anyone to create, distribute and monetize content. The result being that those 5,000 ideas are now sifted not only by a commissioner, but by your audience. Your audience has become the commissioner That means they are exposed to much more content, but what it doesn’t mean is that they ‘love’ any more brands or products than before the age of the audience commissioner, the result…
- Is that it is harder to be found Which means to be something the audience retains you need to become that ‘thing’ they want to love
- This fragmentation is something that Chris Anderson explored in the Long Tail, which was summed up eloquently by an Amazon, the king of the long tail. Where as traditional retailers will focus on the head, selling lots of best sellers for example – depicted by the blue line, online retailers support the tail – the red line – which essentially means that they are selling lots of less read books for example. This means that in this digital market higher volumes of sales are derived from lower volume products
- So if there are higher volumes of sales occurring in the tail this would suggest that the big brands are making less money However… Anita Elberse, in her book Blockbusters argues that the tail may be longer but in fact these higher volumes of sales do not translate into profit and she argues that the value sits more than ever at the head. The big brands across each platform, Warner Bros, Sony, Disney, tell us what quality is and we as consumers, in this increasingly fragmented market, appreciate that advice, They are like a steady, sane voice, amongst all the noise (who do kids listen to? Authority, but more than ever, peers)
- So in fact those controllers that always existed still act as a hugely powerful filter
- Despite the challenging environment, some brands have made it. Digital is starting to monetise, really monetise. The biggest celebs for kids aren’t just 1D, they are chaps sat in their bedroom Digital brands beginning with M – who launched with simple, well constructed and well placed products And the likes of Toca Boca who in the app store consistently compete with the big boys
- And one of the main reasons for that is that they have harnessed kids changing media patterns. Consumption of entertainment is constantly evolving, mobile, two screening, three screening, integrated play – they all lend on the fact that kids expect their entertainment to be where and do what they expect. For example nearly a third of pre-school kids are now watching online video daily and whislt this is in some part at the extent of linear tv, it also offers extension patterns such as in transit. Which raises the question does your idea need the traditional distribution model And if not, how should you launch and become that ‘loved’ thing
- In the next few slides we will be exploring How kids find new content and with that in mind what you can do to make your brand easier to find We will then look at their experience of your product, how they use and what you can do to make it become one of those few things they truly love enough to share Finally we will look at how kids will actually share that content across the myriad of social networks and what you should be doing to make your brand easier to share And with that let me hand over to Nicki…
- So many ways they can find content So many different ways if finding content Wom and peer still key Social media increasing But the skill is findings different ways to sift through lets look at a one way they are finding content via the yapp store
- Using phones to filter for them - Using notifications on the iPhone to keep constantly updated – their way of filtering the huge amounts of people they follow etc Splitting accounts to keep personal account from fan/celeb following accounts
- So what does that mean for brands Keep it consistent Be visual, be concise, you’ve only got a few seconds to convince them Communicate key hooks for early adopters straight away Peer recommendation goes a long way with these guys – make it easy for them to share their ‘like’ for an app to friends?
- Expect and demand a stream of constant change New is aspirational, Always want to be the first to have/tell something – it just makes you feel great They want to feel something is constantly being improved They want to look good in front of their mates Gives them a buzz Adrenalin rush!
- Teens want to get away from parents, authority and policing…and younger kids Want brands they can own Some creating sub groups away from mates Challenger brands working harder to get there
- Ratio of followers to following is very important; you always have to have more followers than you are following (even if that means ‘friending someone’, getting them to follow you and then unfollowing them) The number of likes you get per photo also critical Highly managed online identity – To increase popularity online you have to be very active – liking and posting a lot, putting up lots of good/aspirational photos and making nice comments on others photos
- Want a 2 way relationship with the creators and designers of new apps, games and sites – they like to be included the set up and consulted on improvements to feel like they’ve had a part in its success Want to feel free to be able to do what they want, when they want to shows you’re really listening to them There’s a sense you’re growing with them if they’re included in the process – and in return they’ll take you with them Magcon - (MeetAndGreetConvention) is where you can meet some of your favorite Viners Youtubers etc. Some events are 2-3 days. VIP is $150, which includes a meet greet, (take pics with them and have them sign whatever you brought) an hour to mingle w. the boys personally or just watching the boys on stage, messing around, fun activities, performances etc.
- Cha Cha tea …
- so how can brands become more aspirational For brands, you need to make it feel like a private members club: Leak the information slowly and keep it confined to niche media outlets Private launch to select few – make them feel special and needed Then, keep it feeling ‘small’ – invitation only/capped no of members For example if launching to teens keep the parents and kids out, or once they join, make kids and parents your target and develop something new for teens
- There’s a big difference in the way they see for example the social media apps; from the very public (Twitter and FB) to the more private and personal (Snapchat and Instagram) they’ll visit them all – a loop of checking! The more personal, the closer the groups of friends on that social medium - the more influential and the more teens trust opinions...
- Now let’s look at how kids see social media currently…
- For gossip, it’s the mobile water cooler for gossip and chit-chat (WHAT’S APP) The best way to chat, better than text or BBM. In large groups – constant chat, good to be part of it and keep up, you can be chatty online and shy in real life, always something going on/to read. 2000 messages if you’re away from it for 4 hours!
- So how can w help these guys be ore social Help them and show they ways to feel more popular Reassure them it’s safe with no repercussions And make it simple to share – so important to them Be truthful, be visual and transparent – not a corporate Put stuff up, create a buzz – if no buzz take it down Update, innovate and keep the dialogue open with them
- The key things that Nicki spoke about were… Make them feel part of something unique, part of a club Give them a platform to feedback and incorporate their feedback Being clear and simple – communicating a key point of differentiation to your audience that is easy for then to understand and share Some entertainmment brands that have harness these rules include
- A band called Vulfpeck, who launched a 6 minute album called Sleepify on Spotify. It was entirely silent What works about this: Its disruptive, which gets it media coverage It involves the audience, by making them feel part of something exclusive It rewards and thanks the audience
- I know right, I nearly got through without mentioning the M word to much. But what they did from day one, is provided a platform to collect audience feedback. And by talking with and understand these early adopters, seen here in the first 15 minutes,
- They were able to turn that ‘just dig’ into something ‘really good’ What they did really well: Simplicity – you mine and craft, minecraft They listened The collaborated And they grew lots of exclusive communities Most importantly they were honest and they did not hide from great, good and bad feedback – they embraced it
- Finally be simple, and I quote the bible for this – Big. Don’t create stuff for the sake of it, understand your audience and how they want to use a product And most importantly remember that they only have 140 characters, or 6 seconds to share it, so the reason for using it has be really simple.
- And the new social apps show simplicity at its bear bones Yo, allows you to send ‘Yo’ to people that’s it Emojli, allows you to send emoticons Kids love this simplicity and next year who knows this may be how your brand is communicated!
- Thank you for your time and if you have any questions, or want to find out more about Dubit Sherbert, Nicki and I are around all day so please come and find us.