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 6316james.withey@precise.co.uk@PreciseTweetswww.precise.co.uk

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

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

Teenagers use Twitter differently, and have different motivations compared to adults.

Image courtesy of Tobyotter from Flickr

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

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.

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?!”

5. Twitter is a place for

conversations.

Image courtesy of Jenny818 from Flickr

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

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

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

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

Thank you