How to (Legitimately) Engage with Kids on Social Media | Paul Nunn
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Transcript of How to (Legitimately) Engage with Kids on Social Media | Paul Nunn
How to (legitimately) Engage with Kids on Social Media
Paul NunnChief Commercial Officer
SuperAwesome
Programmatic advertising
Sitting at the Centre of the Digital Kids Ecosystem
▪ Founded in 2013 with the mission of creating a 100% kid-safe digital media platform
▪ Serves the entire ecosystem: agencies, advertisers, content owners, distributors, consumers and parents
▪ Largest under-13 kids audience in the world: over 300 million kids across mobile, desktop and online video
▪ Team of 85+ employees in the UK, US, Australia and Southeast Asia
▪ Experiencing significant growth ▪ Land-grab opportunity: Digital budgets growing ~30%
annually as kids viewing habits shift from TV to digital▪ FY2015 bookings grew 300% and similar performance
expected in 2016; projected Q4 bookings run-rate of ~$20m
Solution Offerings
Safe-Social and Content Discovery
Content Creation and Compliance
Company Summary
Integrated ad server and marketplace
Monetization Social Content
Kids & Social Media
1. The context
2. Practical input
3. Know your audience!
4. What constitutes social media FOR
kids?
THE CONTEXT
SOCIAL MEDIA = DATA
Failure to inform third-party ad networks or trackers of the child-directed nature of the sites
Incorrect configuration of ad servers to prevent behavioural targeting
Efforts to collect data for remarketing and behavioural targeting purposes
Insufficient disclosure of data collection and sharing practices in privacy policies
Ineffective due diligence on third-party trackers without appropriate safeguards in place
Debunks assumption that social media plug-ins can be used on under-13 sites
RECENT COPPA RULINGS
Failure to inform third-party ad networks or trackers of the child-directed nature of the sites
Incorrect configuration of ad servers to prevent behavioural targeting
Efforts to collect data for remarketing and behavioural targeting purposes
Insufficient disclosure of data collection and sharing practices in privacy policies
Ineffective due diligence on third-party trackers without appropriate safeguards in place
Debunks assumption that social media plug-ins can be used on under-13 sites
RECENT COPPA RULINGS
Subjective determination of whether products are child-directed based on their content
Highlights that mixed-age sites are subject to COPPA
It explicitly determines publishers/content owners held to strictest level of liability
PRACTICAL INPUT
Privacy laws are not there to kill youThe world is adapting
General audience does still existContext, not just data to find audience
Investigate this areaConsider safe harbour
Look at all 3rd party links in your product Guarantees from all partners – not just ads!
Make an effort to segregate your audienceEffort is everything
Do not direct your kids audience to places they should not beAlternatives are growing
Take the opportunity to include the parent in the conversationNot all or nothing, progressive
Test safe kids social opportunitiesNot a one stop, global shop. But you will be impressed
KNOW YOUR AUDIENCE!
DEEP product knowledge
Demand freedom
Extremely resourceful
Tech & Social awareness
Cannot be lost
WHAT CONSTITUTES SOCIAL for KIDS?
15m creations so far in 2016
POPJAM
AUG 15 JUN 16SEP 15 OCT 15 NOV 15 DEC 15 JAN 16 FEB 16 MAR 16 APR 16 MAY 16 JUL 16 AUG 16 OCT 16SEP 16
2,200 FOLLOWERS
22,000FOLLOWERS
MODERATION
MONITORINGAdvanced AI moderation techTrust scores and behavior monitoringOCR and facial recognition Human moderation from trained expertsEscalations procedures with key agenciesCOPPA compliance
COMMUNITYNo private chat50 followers to upload photosNo selfiesClosing hoursStaff engagementChallenges & Rewards
WHAT NEXT?