digital content strategies

Digital Content Strategies

May 3, 2015

Taking Kids Network’s Digital Presence

to the Next Level

Agenda• Brief Objectives• Consumer Analysis• Overall Content Strategy• Digital Execution by Channel

o Websiteo Mobileo Facebooko Twittero YouTubeo Gameso Email

• Wrap-up

Brief ObjectivesCreate an engaging, fun, educational, and multi-cultural digital representation of the brand that:

• Takes children’s digital offerings to a new level• Encompasses children’s culture around the world• Presents valuable educational content

Who is our audience?Children 2-4 years old who are developing their verbal skills and exploring the world.

How does this audience behave Online?

71% of 2-5 years old use a tablet, 33% own one!

75% of 2-4 years old viewed episodes with someone

Overall Content Strategy

Creating a world of Little Explorers™ by instilling a love of learning and natural curiosity in young children.

EXPAND your child’s mind by EXPLORING their world & ENGAGING with other diverse, curious minds

EXPAND EXPLORE ENGAGE

Overall Content StrategyCelebrate Diversity - learn about cultures in every continent

○ Expand knowledge of local foods ○ Explore dance, music and customs○ Engage with regional characters

Celebrate Learning○ Learn basic vocabulary in different languages○ Discover geography and iconic landmarks○ Instill values of environmental conservation

Website Content • EXPAND

•Educational games•Downloadable Apps

• EXPLORE•Interactive Globe - choose a TV Character and explore the world together

•Place of the week•Word of the day in multiple languages

• ENGAGE• Stream TV shows and clips • Kinder™ - connecting Little Explorers

Welcome to a World of Discoveries

Expand Explore Engage

LittleExplorers

What countries are explorers discovering? 1- China 2- Egypt 3- New Zealand

Word of the day- Hola

Meet Stars

SHOWS GAMES + VIDEOS LATEST APPS


Explore Engage

Expand

LittleExplorers



Meet Stars

Expand



LittleExplorers



Meet Stars

Back

Where

are we

going to

today?


SPIN THE GLOBE AND CHOOSE THE COUNTRY YOU WANT TO

EXPLORE

YOU CHOSE AFRICA!

Animals in Africa

Foods in Africa

Languages in Africa

Videos of Africa

AFRICA

Let me tell you all about AFRICA...

Mobile App The Little Explorers™ app makes it easy for children to navigate through the seven continents with fun and educational visuals.

Each continent offers three categories to choose and explore. All categories combine interactive video clips with cartoon pictures featuring fun facts about each region of the world.

Mobile App

Welcome to South of Africa

Welcome to Africa, Nick

Mobile App


Did you know Giraffes only drink water once

every 2 days?

Mobile App


Listen to the Elephant’s sound:

Mobile App (cont’d)1) Continental Culture - users can select Food, Dancing and Music and Language to watch videos and view fun facts

2) Nature - select from Animals, Vegetation and Climate

3) Geography - featuring major cities, landmarks and landforms (such as deserts, rivers and mountains)

Mobile App (cont’d)Extra Features:

•Links to the website and social media channels•Links to other (non-competing) educational kid’s websites and media celebrating diversity and environmental conservation

•Connect to Kinder™•Childproof setting locks the device into the app so parents can allow their child to freely use the app without having to worry about other apps or settings being affected

Kinder

Social Media LandscapeBrand/ Media

PBS Kids Yes Yes Yes

Nick Jr. Yes Yes Yes

Sprout Yes Yes Yes

Noggin Yes Yes Yes

Playhouse Disney

Yes Yes Yes

Strong social media presence for all our competitors.

Facebook• Expand

• Fun facts and trivia polls• Growing Little Explorers

• Explore

• Featured content photo albums

• Place of the week

• Engage

• Character interaction• Little Explorer of the Week

(#MyLittleExplorer)• Video clips and TV show content• High scores of the week (from games)

FacebookLittle Explorers

• Expand

• New game features• Entertaining facts

• Explore

• Tweet URL’s to website• Tweet about games

• Engage

• Parents tweet us their child’s favorite multicultural recipe with #ExploreCuisine

• A community of #LittleExplorers

Twitter

@LittleExplorers @LittleExplorers

LittleExplorers.com

EXPAND your child’s mind by EXPLORING their world & ENGAGING with other diverse, curious minds. Creating #LittleExplorers one mind at a time.

Check out our #LittleExploreroftheWeek, Max, teaching us to make an Italian Pizza, his way! #ExploreCuisine

EXpandEXploreENgage

EXpandEXploreENgage

ExExEn

EXpandEXploreENgage

LittleExplorers.com

What ethnic dishes do you and your child enjoy? Tweet us your child’s favorite recipe with #ExploreCuisine

EXpandEXploreENgage

EXpandEXploreENgage

EXPAND your child’s mind by EXPLORING their world & ENGAGING with other diverse, curious minds. Creating #LittleExplorers one mind at a time.

ExExEn


LittleExplorers.com

Our Television brand is geared towards preschool children. Expand your child’s mind by exploring their world and engaging with multicultural elements!

Discover the word of the day and hear it in different languages! bit.ly/1IvTF6p

EXpandEXploreENgage

EXpandEXploreENgage

EXpandEXploreENgage

1...2...3...4...counting is a bore no more! Find out more bit.ly/1IvJB8r

We #LoveOurEnvironment! Tip: turn off lights when they are not needed!

Little Explorers


@LittleExplorers

@LittleExplorers

Top 5 Most Watched – ever!

Videos with Kids set the Internet on fire!

Brand Content Being Shared

PBS Kids Sharing episodes- theme songs- community activities videos

Nick Jr. Sharing episodes from multiple channels using #NickJr.

Sprout Sharing episodes- theme songs- content from Celebrity guests

Noggin Sharing scientific content: Science of/History Of/Myth Debunkers

Playhouse Disney

Infrequent sharing of select episodes1-way communication

No consumer engagement

YouTube Competitive

• Expand

• New game demos• Quick environmental tips

• Explore

• Sing/dance along• Language exercises• Food discovery journey

• Engage

• User-generated content: Explorer of the week• Follow your favourite character: interactive live

stream

YouTube

(KIDS VO): Kids of different accents sharing their fantasy destination or real country preferences.

If you could travel anywhere, where would that be?

• Trigger subscriptions• Generate brand awareness

Stay Tuned…

https://www.youtube.com/watch?v=N3sxOjQXsq0

“If you could travel to anywhere in the world…”



Join us on a new journey every week!

Little Explorer of the Week

Dance along with Sapna

Sing in Spanish with Eduardo

Melissa & Ashley’s cookoff in London

Italian pizza- Max’s way!

Our YouTube Channel

Games• Goal: to “Gamify” education, making

learning both effective and fun • One game with several components • Simple interface with intuitive controls

Explore: Drag and Drop

Explore: Drag and Drop

CORRECT! Elephants live in Africa

Expand: What language am I?

spanish english

german french

Expand: What language am I?

spanish

CORRECT! Gato is Spanish for Cat

Engage: Say the Word!

el perro = the dog

now you try!

E-Mail

Content: Champion brand as a tool for growth Suggest opportunities to explore together Explain developmental benefits for children Emphasize social values learned Highlight learning opportunities Drive traffic with links to select content

• Method: incentivized opt-in• Goal: engage parents, earn trust, ensure buy-in

Wrap-up

QUESTIONS?

THANK YOU!

digital content strategies

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