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

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Joi PodgornyDirector, Community Engagement

Animal Jam, Smart Bomb Interactive

May 16, 2012

.

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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 nerd

• International travel junkie

[email protected]: joipodgorny

Twitter: @joipodhttp://joipodgorny.com

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Who is this “Joi” character?

• I am a professional Community Manager

• I believe that Communities are:- Helpful through the tough

times- GMTA, but

Arguments/Disagreements are healthy

- Collaborative, tide that raises all the boats

• My goal in talks is to get the room talking to each other

[email protected]: joipodgorny

Twitter: @joipodhttp://joipodgorny.com

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What should we chat about?

• Social Media Strategy Development for kids media properties

• Community Management & Gamification Consideraions

• How Business Analytics is used

for our brands

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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?

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KIDS-Gender/Age groups

- All boys or girls? Both? - All ages or mixtures?

- Do kids in different geographic markets interact with your brand differently (US/Europe/Asia)? How so?

- What ways are they interacting and playing with your brand?

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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?

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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

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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?

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BUSINESS/B2BAdvertising Messaging – Banners, partnerships, sponsorships,

revenue shares, affiliate programsContests – easier to partner, big legal considerations, i.e. skill based testsLicensing/ 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

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What are yourGoooooooals?

- Are you looking for new users?- Enagaging with existing?- Opening up new demos?- Getting research?- Offering new/exclusive features?

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Content

Things to consider:• New Content• Events• Push Marketing messages or more

Conversational with your audience• Sharing – allow audience to

comment? Moderated or not?

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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

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Traditional – Facebook, Google PlusExisting Communities – Bloggers, Fan Sites, ParentingVideo – Youtube, Vimeo, Kidsbop, KidzuiMicroblogging – Twitter, TumblrPhoto Sharing – Pinterest, Flickr, PicasaLocation Based – Yelp, Foursquare, GowallaKid Sites – Everloop, Kidzui, Poptropica, WhyvilleGame Aggregators – Addicting Games, Miniclip, Spil

So many channels…

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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.

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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

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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

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Gamification Areas for gamification

• Regsitration• Email Verification/Validation• Parent Communications• Newsletters• Reports/ Controls

• Contests• Bragging rights• Incentive based play

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Business Analytics

Unique Visitors Registrations Referring Sites Geography Computer Stats Demographics Bounce

Rates/Points Click thrus

Acquistion > Retention > Conversion

Unique logins Submissions Duration Heat Maps Repeat plays Depth of Views Demographic Diff’s Referral Programs Bounce

Rates/Points Chat/Game

Activity Disciplines

Subscriptions Cancellations Upgrades Addt’l Purchases Family/Group

Membership Churn Charge Backs Incentives Micro-trans

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[email protected]: joipodgorny

Twitter: @joipodhttp://joipodgorny.com

Thanks!