Making the Most of Ypulse Mashup 2009

June 7, 2009 at 10:04 am 2 comments

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By Amy Looper, OneSeventeen Media Co-Founder 

This year’s 2009 Ypulse Youth Marketing Mashup conference was another winner and maybe even the strongest lineup yet. It was good to catch up with old friends and to make new ones. For those of you who may be new to OneSeventeen Media, this is one of our very favorite conferences because Anastsia Goodstein, Ypulse Founder, does such a fantastic job bringing in top brand, corporate and social marketers, media professionals, non-profits and educators together to share the latest best practices, research and the strategies on marketing to youth with technology. 

For OneSeventeen Media’s focus, the following were particularly relevant highlights:

  • Social networks continue to be an important place for youth to accomplish social good and engage around current events. Interestingly enough, C&R research presented that environmental issues were no longer the number one issue among youth, their research shows it was youth oriented issues like education and child poverty as number one, cancer was number two, then followed the environment in the number 3 slot. 
  • I think the big shocker was learning from Bill Carter’s presentation on Fuse Marketing’s latest research, that teens still read magazines! In fact, it was the second most effective rated medium to reach teens, and TV isn’t off their radar either! Several girls on the youth panels mentioned they like to read Seventeen Magazine, and they do pay attention to ads. However, when they see an ad of interest they will go to the web to do research and then make any purchases from there. 75% of teens believe it’s appropriate for brands to reach them via TV ads. The bottom line? It’s imperative to have go-to-market strategies that fully integrate all available platforms youth utilize. The underlying theme here was to have an authentic, value-providing story that your youth market can relate to. 
  • Facebook’s faceoff with Twitter continues. While it’s been widely reported that youth have been slow to adopt Twitter, the youth panelist were somewhat divided on which was a better marketing tool. Of note, none of them mentioned MySpace. Facebook fans liked the ability to create a community around your brand ie: through a fan page and or group, while the other panelist opted for Twitter because it was the best way to monitor your brand as well as insert yourself into a relevant conversation with others about your brand. It’s important to remember these young panelists are still a bit older than our market, but trends with the older youth trickle down to younger kids over time — something for us to watch for. 
  • Last, but definitely not least, Don Tapscott’s keynote presentation was brilliant, and Guy Kawasaki’s masterful moderation of the Youth Entrepreneurs panel was fantastic! These young entrepreneurs are fearless and had many valuable insights to share. You can read more about what others are saying about their conference experiences on the Ypulse site

Job well done Anastasia and team!

(Pictured above: Guy Kawasaki and the Youth Entrepreneurs panel in action)

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Entry filed under: Communication, Kids, Learning, Marketing, OneSeventeen Media, Relationships, Research, Social Media, Social Networks, Technology, Youth. Tags: , , , , , , , , , , , , , .

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2 Comments Add your own

  • 1. Amy Strecker  |  June 7, 2009 at 10:09 am

    I’m also surprised by how popular magazines are among teens, but I also still enjoy them myself!

    I hear the same debate between Facebook and Twitter among the teens I know and my own twenty-something peer group. The few friends I do have who have jumped on board with Twitter use the service in conjunction with their Facebook status updates, since the majority of their network uses Facebook regularly, but not Twitter. Also, the younger people I know engaged on Twitter dove in as a group, per say. They have numerous, close friends utilizing the service so they can interact with these real-life friends on Twitter.

    Reply
  • 2. Amy Looper  |  June 13, 2009 at 9:48 am

    This slow growing momentum (that seems to be a well kept secret) that small groups of early adopter older teens/young adults are starting to use Twitter within their small core group of friends is definitely a trend to watch. Of interest from info shared by the Ypluse YOung Entrepreneurs panel on the topic was the older youth–the 18, 19 and 23 year olds, using Twitter rather than the younger ones. But as most adoption happens, younger teens and tweens will pick up the trend as they observe older youth utilizing it. This panel was so insightful and very valuable for an excellent glimpse into what these young leaders are doing!

    Reply

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