Posted in kids, online community, web business

Thoughts on assimilation onto other networks

Recently we were asked to think about assimilating our kids-focused brand onto YouTube.  This was a hot topic with our marketing, brand and community departments.  The fact that it raised such a fuss begged further thought on the topic.  So, I brainstormed some considerations and thought processes that should happen before jumping into any project of this sort, especially when the audeince is children.  This isn’t an exhaustive list, of course, and I would love any feedback or dialougue on confusing points. Thanks. – Joi

———

Considerations:
– Reasoning/ Assumptions/ Scenarios
– Age demographic
– Promotion of presence/ content
– Goals/ Success Measures
– Go/No Go/Stop Criteria
– Revisit the idea schedule
– Worries/ Concerns
– Worst Cases
– Buy In form Internal Staff – Brand,Community
– Reporting/Managing
– schedule
– communication plans

Assumptions:
– People are searching or could search on video network for our content
– why are they searching?
– who is searching?
– how are they searching?
– key words
– when?
– after specifc media releases?
– seasons (fall/winter)?
– how often are they searching?
– where are they searching?
– what are they searching for?
– how many people are searching?
– what are they using the content for?
– how many is the success measure?
– how/who will maintain?

To track:
– # of users/views
– # of favorited’s
– # of reviews/comments
– search words
– traffic to main site
– uses of content
– viral reach
– rank of page on other network

Success Measures
– # of users/views/uses
– conversion to our site traffic
– positive feedback
– # of users using content

Go/No Go/ Stop Criteria
– not hitting success measures after certain period of time
– No staff to manage/track/report
– # of bad reviews/uses of content

Worries/ Concerns:
– will defame content
– will associate with non-brand caliber objects
– Not our target demographic
– copyright issues
– control of use
– comments
– kids giving bad info
– associating the corporate brand with other social network content
– noone managing the following

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Author:

I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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