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© 2010 CONFIDENTIAL
© 2010 CONFIDENTIAL 2
WhatismyYearbook?
• #1SiteforTeens–comScoreTeens• MoreVisitsthanthenext5largestsitescombined
• FastestgrowingsocialnetworkintheUS• Visitsup79%andMinutesup78%OverLast6Months
• HighlyEngagedAudience• Membersspend154minutespermonth
• High‐quality,OriginalContent• PlaSormfororiginalsocialgames
© 2010 CONFIDENTIAL 3
Rank Site Name Average Visits
21 COX.com 12.8 22 MySpace.com 12.7
23 myYearbook.com 12.4 24 Salesforce.com 12.3
25 Optimum.net 12.2
Stickiest Sites
Rank Site Name Total Pages Viewed (MM)
21 Plentyoffish.com 993
22 Apple.com 966
23 myYearbook.com 964
24 Twitter.com 945
25 Roblox.com 909
Most Trafficked Sites
Rank Site Name Total Visits (000)
1 myYearbook.com 55,302
2 Gaiaonline.com 16,581
3 Imvu.com 13,145
4 Meez.com 9,663
5 Zwinky.com 8,164
Top Teen Sites
Source: comScore, US, Apr 2010
© 2010 CONFIDENTIAL 4
FastGrowing,EngagedAudience
95% growth for myYearbook total minutes from Nov 2009 to Mar 2010
84% growth for myYearbook pageviews from Nov 2009 to Mar 2010
Source: comScore, myYearbook.com and Twitter.com
500 550 600 650 700 750 800 850 900 950
1,000
Nov-09 Dec-09 Jan-10 Feb-10 Mar-10
Monthly Pageviews (mm)
myYearbook
300 350 400 450 500 550 600 650 700 750 800
Nov-09 Dec-09 Jan-10 Feb-10 Mar-10
Monthly Minutes (mm)
myYearbook
© 2010 CONFIDENTIAL
myYearbookKetchumTeenInfluencerStudy
© 2010 CONFIDENTIAL 6
Precision Passion
Agency Integration
Audience insights
Ketchum Research
Trend Spotting
Brand Planning
Sports & Entertainment
Marketing
Ketchum Youth
Marketing
Social Media
Content
Memes & Media
Relations
© 2010 CONFIDENTIAL 7
SocialMediaTeenInfluencerSurvey
• 10,000TeensSurveyed• 500,000+individualanswersto55quesVons• Marginoferrorforthefindingsis+/‐2.3percentwithaconfidenceintervalof95percent
• DefiniVonofaTeenInfluencer:• Aged13–19• Top15%MostAcVveandEngagedmyYearbookMembers
TheInternetisnotjustawayforteenstopassGme,ratheritshapestheirofflinesocializaGon,mediaconsumpGon,andpurchasinghabits
© 2010 CONFIDENTIAL 8
WhyTheseTeensareSoImportant…
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Went to movie last weekend
Plan to buy mobile phone
Tune in TV based on online ads
Watch movies based on online
ads
Tell friends what products they use
Teens are active, online and share with friends…
Influencers
All Teens
© 2010 CONFIDENTIAL
ProfileofaTeenInfluencer
• 97%spendover2hoursperdayonsocialmediasites
• 95%updatetheirstatusatleastonceaday
• 91%havemorethan500friendsonsocialmediasites
• 88%sendmorethan3,000textspermonth
• 81%shareinformaVonwithfriendsoaenorveryoaen
© 2010 CONFIDENTIAL 10
TeenswithOnlineFriendsareMoreSocialOffline
• Socialmediapopularitytranslatedoffline
• Ofallteenssurveyed,influencerswere38%morelikelytohaveacendedapartylastweekendthanteensasawhole
• TheyweremuchmorelikelytoengageinothersocialacVviVes
• Teenswhoaremoresocialonlinearethemostsocialoffline
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%
Go to concert Go to sports event
Go to party Go to mall Go to movie Go to friends house
Movie at home
Influencers: More Likely than Other Teens to...
© 2010 CONFIDENTIAL 11
AgeMaNers–YoungerTeensDon’tLikeTheirParentsonTheirSocialNetwork
• 56%ofteenInfluencersaged13‐14“HateIt”,are“Nervous”or“Annoyed”ofparentsfriendingthemonsocialmediasites
• However,only27%ofTeenInfluencersaged18‐19classifyinthesamecategories
© 2010 CONFIDENTIAL 12
PurchasingPower:InfluencersBuyMoreofEverything
• InfluencersleadthewayforproductpurchasesandmediaconsumpVon
36% Influencers are 36% more likely to have purchased Electronics (iPod, TV) in the last 6 months
Influencers are 21% more likely to have purchased Music, Movies or Books in the last 6 months
21%
28% Influencers are 28% more likely to own a smartphone.
(35% of Influencers and 27% of Teens overall)
(82% of Influencers and 68% of Teens overall) (67% of Influencers and 49% of Teens Overall)
© 2010 CONFIDENTIAL 13
InfluencersDon’tJustBuy–TheyShare
• Influencersnotonlypurchaseatahigherratethanteensingeneral,buttheyaremuchmorelikelytosharetheirpurchasedecisionsandwhatproductstheyareusingwithfriends
• Influencerswere70%morelikelytosharepurchasingdecisionsvs.teensasawhole
© 2010 CONFIDENTIAL 14
HowTeensConsumeMedia
• ThemajorityofteensmulVtaskwhenwatchingtelevision
• ButtherateatwhichInfluencersmulV‐taskisgreaterthanteensasawhole
65%
70%
75%
80%
85%
90%
Influencers Teens
Watch TV and Send Texts
55%
60%
65%
70%
75%
80%
85%
Influencers Teens
Watch TV and Be Online
© 2010 CONFIDENTIAL 15
TeenInfluencersareMuchMoreLikelytoBeOnlinethanWatchingTelevision
• TheInternetismorepopularthantelevisionforteens,andevenmoresoforInfluencers
Online
Online TV TV
0%
10%
20%
30%
40%
50%
60%
70%
Influencers Teens
% Spending More than 2 Hours Each Day
© 2010 CONFIDENTIAL 16
BrandedOnlineContentBecomingIncreasinglyInfluenGalvs.TelevisionCommercials
• BrandedcontentandvideotrailersaremorelikelytomaketeenstuneintoaTVshowthantelevisioncommercials
• 53%ofTeenInfluencerscitebrandedcontentandtrailersasareasontotuneinvs.50%ciVngtelevisioncommercials
• Thegapwidenswhenteensareconsideringgoingtothemovies
• 64%ofInfluencerscitebrandedcontentandtrailersasakeyitemconvincingthemtoacendamovievs.57%ciVngtelevisioncommercials
© 2010 CONFIDENTIAL 17
AdverGsingPreferences–InfluencersarealsoInfluenced
Television:
• 74%ofTeenInfluencersdecidetotuneinandwatchaTVshowonaparVculardaybasedontheirfriendsfeedback
• Only64%ofteensingeneralwilldothesame
Movies:
• Thesameappliestomovies.73%ofInfluencerswillgoseeamoviebasedontheirfriends’reviewsvs.66%ofteensingeneral
• Influencersare11%morelikelytogo
• Andbeinginfluencers–theywillrecommendittootherfriendsaaerwatchingit
© 2010 CONFIDENTIAL 18
TeensLikeFanPages• 60%ofteenInfluencersand43%ofteensoverallareinfluencedbyamovie’sFanPage
• 67%ofInfluencershavealsocommentedonaFanPagetoextendtheirinfluence.Influencerswere82%morelikelytohavecommentedaFanPage
• FanpagesasabrandingplaSormgivemoviesorgroupsanoutlettoreachtheirfansanddriveengagementandappearheretostay
DEAN IMAGE FAN PAGE
© 2010 CONFIDENTIAL 19
TeensEmbraceBrandedContentbutExpectSomethinginReturn
• TeensarerecepVvetobrandedcontentbutexpectsomethinginreturnfortheiracenVon
• IncenVveworksonteens
30%
35%
40%
45%
50%
55%
60%
65%
70%
Ads to Earn Currency Ads that Unlock Features General Ads
How to Best Promote Your Brand to Teens
© 2010 CONFIDENTIAL 20
LOLandOMG!–WhatResonateswithTeens
• ContentthatisparVcularlyhumorousorshockingresonatesmostwithteens
• Theyaremostlikelytosharecontentthatishumorous,shockingorincludesacelebrity
• ThemajorityofteeninfluencerspreferinteracVonsfrombrandstobeclearandgettothepoint
• Buttheyalsoappreciatewhenabrandcanbeedgy,funnyorshocking–aslongastheydoitwell!
“BrandshopingtokeepupshouldfinduniquewaystoparGcipateinthethingsteenagersalreadycareaboutinsteadofcompeGngwithwhat’salreadycapturingtheiraNenGon.”AdriannaGiuliani,VP,Ketchum
© 2010 CONFIDENTIAL 21
KeySurveyFindings
• Teenswithonlinefriendspartymoreoffline
• YoungerTeensdon’tliketheirparentsontheirsocialnetwork• Teeninfluencersarealsomorelikelybeinfluencedbytheirfriends
• SocialmediaInfluencersconsumemoremediaofalltypes:music,TV,books,newspapers,magazines,etc.
• MajorityofTeensmulV‐taskwhilewatchingtelevision
• Teensareonlinemorethantheywatchtelevision
• Onlineadssurpasstelevisioncommercialsininfluencingteens
• Teeninfluencersembracefanpages
• TeensexpectsomethinginreturnfortheiracenVononBrands
• ThemostsharablecontentforteensonlineisLOLorOMG
© 2010 CONFIDENTIAL