1. .
Joi Podgorny
Director, Community Engagement
Animal Jam, Smart Bomb Interactive
May 16, 2012

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. What should we
chat about?
• Social Media Strategy
Development for
kids media properties
• Community Management
&GamificationConsideraions
• How Business Analytics is used
for our brands

5. 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?

6. KIDS
-Gender/Age groups - What ways are they
- All boys or girls? Both? interacting and playing
- All ages or mixtures? with your brand?
- Do kids in different geographic markets interact with your brand
differently (US/Europe/Asia)? How so?

7. 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?

8. 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

9. 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?
- Is the availability of some info more powerful of a point than them
actually using them?

10. 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

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

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

13. 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

14. So many channels…
Traditional – Facebook, Google Plus
Existing Communities – Bloggers, Fan Sites, Parenting
Video – Youtube, Vimeo, Kidsbop, Kidzui
Microblogging– Twitter, Tumblr
Photo Sharing – Pinterest, Flickr, Picasa
Location Based – Yelp, Foursquare, Gowalla
Kid Sites – Everloop, Kidzui, Poptropica, Whyville
Game Aggregators – Addicting Games, Miniclip, Spil

15. 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.

16. Community Management
- Internal versus External Communities
-Insourcing versus Outsourcing
- Voice, Tone, Frequency
- Organizational Structure
-Mktg? Tech? Operations? Autonomous?
- Corporate Communication Plan
- Crisis Management
- Human Resources
- Privacy, SM Policies
- Legalities
- COPPA, DPA, International

17. Gamification
Guess what?!
Kids like games
but so do grownups
Making standard site operations
more fun leads to:
• better adoption rates
• higher retention
• less bounce
• more conversions

18. Gamification
Areas for gamification
•Regsitration
• Email Verification/Validation
• Parent Communications
• Newsletters
• Reports/ Controls
• Contests
• Bragging rights
• Incentive based play

19. Business Analytics
Acquistion> Retention > Conversion
 Unique Visitors  Unique logins  Subscriptions
 Registrations  Submissions  Cancellations
 Referring Sites  Duration  Upgrades
 Geography  Heat Maps  Addt’l Purchases
 Computer Stats  Repeat plays  Family/Group
 Demographics  Depth of Views Membership
 Bounce  Demographic Diff’s  Churn
Rates/Points  Referral Programs  Charge Backs
 Click thrus  Bounce  Incentives
Rates/Points  Micro-trans
 Chat/Game
Activity
 Disciplines

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