Promoting positive activities:

How to use customer insight and social media to engage and work with

younger people.

10th March

James Carroll, EvilTwinsWorking in partnership with Swindon Borough Council

What are we doing?

Working with young people to develop bespoke online tools to promote positive activities for

13-19 year olds

Why are we doing it?

To remove barriers to and increase participation in positive activities

What customer insight do we need and why?

Need to know how young people would like to see the outcomes delivered, and what products would appeal to them. Crucial for the success and credibility of any

products developed, and to young people’s ‘ownership’ of them

How are we doing it?

Using a co-production model to carry out ongoing action research

Co-production and customer insight: key techniques

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FBC

FBC = Facebook consultationCG = consultation groupCFG = core focus group

Carrying out ongoing action research using:

• Focus groups at core and consultation level

• Surveys

• Coaching in key skills

How to use Social media to engage and work with young people

• Ownership.

• Educate, understanding of what is involved so they can make informed decisions.

• Workshops, hands on

• Identify what they use everyday, why they like it, why they don’t.

• Run regular sessions

How to engage young people with Apps.

• Reach

• Retention

• Revenue

How to engage young people with Apps.

Reach

•Multiple Platforms - Facebook, Android, iPhone, Casual Games, Tablets, Blackberry, youtube, twitter

•Virality - invite, compete, share

•Develop - engage and listen to the online community, so they have ownership over it’s continuing development.

How to engage young people with Apps.

Retention

• Awards

• Updates

• Looping gameplay

How to engage young people with Apps.

Revenue

•Users - Subscription, App purchase, Virtual Goods

•iAds

•In built advertising, not banners make it seamless and part of the game

“Focus on reach and retention and revenue will take care of itself”

“build something people are willing to pay for, keep them around so they will pay for it, and give them as many ways to pay as possible.”