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
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
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
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?
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?
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?
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
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?
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
What are yourGoooooooals?
- Are you looking for new users?- Enagaging with existing?- Opening up new demos?- Getting research?- Offering new/exclusive features?
Content
Things to consider:• New Content• Events• Push Marketing messages or more
Conversational with your audience• Sharing – allow audience to
comment? Moderated or not?
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
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…
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.
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
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
Gamification Areas for gamification
• Regsitration• Email Verification/Validation• Parent Communications• Newsletters• Reports/ Controls
• Contests• Bragging rights• Incentive based play
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