the new social generation
DESCRIPTION
Are there differences between kids and parents in their motivations for their use of social media and the behaviours they exhibit? We analysed tweets sent by adults and teens, in order to provide context for those of us seeking to use social media to understand kids and parents, and the potential implications for engagement by brands.TRANSCRIPT
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The Kids R AlriteHow Parents’ Social Media Use Differs From Kids’ & What This Means For Understanding And Appealing To ThemAppeal to Kids and Sell to Parents
James WitheyHead of Brand InsightPrecise+44 (0)20 7264 [email protected]@PreciseTweetswww.precise.co.uk
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How Parents’ Social Media Use Differs From Kids’ & What This Means For Understanding And Appealing To Them
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Do parents and kids use social media differently?
And if so, does that matter for understanding them and appealing to them?
Image courtesy of Easterbilby from Flickr
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The first challenge is identifying kids and adults.
Image courtesy of codepo8 from Flickr
Attribution analysis: Channel policy and demographics Stated profile (profile details and picture) Assumptions based on topic Assumptions based on analysis of the language used Assumptions based on the apparent motivations for posting,
and the conversational behaviours we observe
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Attribution analysis enables the researcher to make a more informed decision as to whose content to include and exclude.
Image courtesy of dok1 from Flickr
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Teenagers use Twitter differently, and have different motivations compared to adults.
Image courtesy of Tobyotter from Flickr
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1. Total tweets more
important than number of followers. “4000 tweets is a big
accomplishment for me”
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2. Unrestrained reporting of
everyday experiences.“I just had a bowl of coco pops watching #madeinchelsea too!!!! Xxx”
Image courtesy of Andinarvaez from Flickr
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Too expensive at bars
Dislike the taste of drink
Drinking at a bar or restaurant as an alternative to alcohol
Drinking with a meal
Craving one
Planning to or soon drinking
Love the new flavour
Currently drinking
Love the taste
Jokes about being people thinking brand contains alcohol
0% 5% 10% 15% 20% 25%
Themes of conversation about leading soft drink brand
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3. Teen conversations can
defy expectation, convention...and other research findings.
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24 Image courtesy of thebline from Flickr
4. Giving teens fun stories to
tell fuels volumes.
“:D never knew these existed but seriously, am i the only one who is excited by a sparkly drink?!”
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5. Twitter is a place for
conversations.
Image courtesy of Jenny818 from Flickr
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For each observation about teens, the reverse is true for adults, with the differences driven more
by their lifestage as adults than by their role
as parents.
Image courtesy of Tobyotter from Flickr
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1. Number of followers more
important than total tweets.
“100 followers. Woop Woop! Heres to the next 100!”
Image courtesy of Striatic from Flickr
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2. Content filtered by careful
curation of a considered image.
“Long day of meetings coming to an end - one more to go & Van Halen concert tonight; great discussions with clients & partners”
Image courtesy of shannonkringen from Flickr Image courtesy of Striatic from Flickr
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Problems encountered
Encouraging others to do so
It's a necessary skill to posess
Learning how to cook from scratch
Sharing recipes
Enjoyed or will soon enjoy someone cooking from scratch for them
Not cooking from scratch because "..."
Planning to do so (in conversation with others)
Discussing whether it's cheaper than ready meals
Boasting or sharing the fact they are
0 20 40 60 80 100 120 140 160 180
Themes of conversation about cooking from scratch
Volume of mentions
“Sunday night after the football I'm cooking my family a three course meal. All from scratch. #causeiwanna”
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3. Motivation of adults and
parents tend to make for more consistent content.
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Asking for advice12%
Re-sponding
43%
Sharing45%
Source: analysis of posts mentioning topics in relation to healthy eating, namely fat, sugar, exercise, salt, obesity, cholesterol and five a day, from cafemom.com,
mumsnet.com, netmums.com, momtomumchat.com, momstobeclub.yuku.com, mothering.com, justmommies.com, mumszone.co.uk, mums-room.co.uk,
themommyplaybook.com, askamum.co.uk, searchmothers.com, allformommies.com, mumslikeyou.com , circleofmoms.com
4. Being part of adults’ self-
image narrative drives discussions Categorisation of posts about topics relating to healthy eating
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5. Twitter is a platform for
broadcast.
Image courtesy of Falling Outside The Normal Moral Constraints from Flickr
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Image courtesy of Tobyotter from Flickr
Total tweets more important than number of followers.
Unrestrained reporting of everyday experiences.
Content defies expectation, convention, and other research.
Giving teens fun stories to tell fuels volumes.
A place for conversations.
Teens:
Number of followers morem important than total tweets.m
Careful curation of am considered image.m
Content defies expectation,m convention, & other research.m
Giving teens fun stories to tellm
fuels volumes.m A platform for broadcast.m
Adults:m
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Look for clues in the content to shed light on ‘who’.
Don’t make adult assumptions as to what will appeal to kids.
Deliver different messages to kids and parents.
Proliferation of social media channels facilitates this.
Feed the image parents wish to curate and be part of their social narrative. Give the kids plenty stories to tell. This is how to appeal to kids and sell to parents on social media.
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Takeaways
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Thank you