1. Mobile internet usage varies significantly by
demographic…
23%
37%
2011 2012
Smartphoneownership
amongteens
A successful awareness campaign must appeal to teens’
media consumption preferences
Teens
Adults
+14%
… And smartphones represent the fastest
growing segment for teens
Source: Teens and Technology 2013, Pew Research Center Berkman Center for Internet & Society at
Harvard University (March 2013)
Slide 1 of 20 RCBB Case Competition March 2013

3. “People share, read and
generally engage more with
any type of content when it’s
surfaced through friends &
people they know and trust.”
- Malorie Lucich, Facebook

4. “We believe that some of our users,
particularly our younger users […]
have reduced their engagement
with Facebook in favor of
increased engagement with
other products and services
such as Instagram. In the event that
our users increasingly engage with other
products and services, we may experience
a decline in user engagement…”
- Form 10-K (Feb 1, 2013)

5. CCS should target alternative social media channels to
take advantage of teens’ changing preferences
Snapchat
Instagram
Twitter
Tumblr
Facebook
Usage by teens aged 13-18
Facebook is out…
… Tumblr, Twitter, Instagram, Snapchat,
and YouTube are in
 Scope – Highly penetrated: ‘main
networking site’ for 68% of teens
 Social – 38% of teens would feel
offended if parents spied on them with
parental controls; no connections outside
of immediate school environment
Source: Tenth Grade Tech Trends: My survey data says rumors of Facebook demise exaggerated, but
Snapchat and Instagram real, Y Combinator (January 2013)
 Social – Less spam, more convenience;
opportunities for creativity, interactivity,
and sharing; highly ‘snackable’
 Novelty factor
Slide 5 of 20 RCBB Case Competition March 2013

6. Slide 6 of 20 RCBB Case Competition March 2013

7. “Pheed is feeding the insatiable thirst
among high school students for a new
digital experience. The iPhone app, which
debuted in November, has zoomed to the top
free app in social media, besting Twitter
and Facebook.”
- USA Today (February 2013)
Pheed allows youth to be engaged in the development
and implementation of the strategy itself
Pheed combines the best of
each social media network
Slide 7 of 20 RCBB Case Competition March 2013