Ypulse Youth Marketing Mashup

Ypulse Youth Marketing Mashup East is where today's top brand, corporate and social marketers, media professionals, educators and others gather to share successful strategies on marketing to youth with technology.

Why should I register to attend?

• To connect with the smartest minds in youth marketing—in a setting where everyone is a participant


• To get an insider's view on the latest trends in youth marketing and learn how to use them to benefit your brand or cause


• To learn what strategies are working (and are not working) to capture the attention of today's teens and college students


• To hear firsthand from today's totally wired youth how to gain their trust

Mashup Updates

A Few 2008 Ypulse National Mashup Presos

Posted by anastasia

A couple of our speaker/sponsors offered to share their presos from the July Mashup with Ypulse readers....

C&R Research (Ypulse Insights)
Worldwide Teen Lab (The Myths & Realities of Teens and Technology)
Premise Immersive Marketing (Viral Marketing: Be Sure to Catch This One!)

And we have been updating our post with all of the blog and press coverage of July's event here...We're working on our Boston event now (just had our advisory board meeting this morning, which is why Ypulse is running late today). Look for a revised event website next week!

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Programming Ideas For Boston

Posted by anastasia

I'm just coming up for air after last week's Mashup event, and already we are planning another smaller Mashup event November 6-7 in Boston. A couple of folks have asked why Boston vs. New York? We would love to do an event in New York at some point, but our friends at BU have generously offered to open up parts of the campus for this event at a very low cost to us, which makes the cost of producing the event much more manageable than if we had it at a hotel. Plus if we're talking about college students, there is no bigger college town or city than Boston. I'm also excited to be back in my old stomping ground (I lived in Boston for almost four years after college!).

Ypulse is still a very, very small company -- right now, we don't produce and sell our own research and we are not a youth marketing agency that offers consulting. Our revenue as a media platform comes from site advertising and events. This is why we have to keep our costs down at events as much as possible while still producing the highest quality program we can. It's why we can't pay our speakers and why we rely so much on sponsors to offset our costs. I'm being transparent about this because I think we do what we do on a shoestring so well, that folks think we are much bigger than we actually are.

Folks have also asked about another tween event -- we plan on producing a pre-conference focused on tweens at next year's San Francisco Mashup. Right now our event strategy for '09 includes our third annual Ypulse International Mashup in San Francisco (I want to give next year's event a bit more global focus) and in fall of '09 an even bigger Ypulse Mashup East (depending on how Boston goes, and what other locations open up, site tbd). In some ways, Boston is our pilot for a regular Mashup East. We want to focus on creating two high quality larger events vs. doing lots of smaller events that ultimately require almost as much planning and don't earn quite enough revenue. Of course this could change, but that's what we're planning for now. You may see us pop up at other folks' events as well offering a day-long or half day program if it makes sense. Some have also suggested producing smaller virtual webinars or online seminars -- readers, would you pay $150 - $200 for a Ypulse webinar? Assume it has an amazing speaker/presenter you really want to hear...

We are just beginning to work on our Boston program, so I wanted to invite Ypulse readers to suggest speakers and programming ideas. Since we will be on campus at Boston University, we are going to focus our event on youth ages 16-24, think high school juniors and seniors and college students. Our focus continues to be on reaching youth with technology and includes speakers from brands, media/technology companies, non-profit organizations, academic or other independent experts, and of course, young people. We will have sponsored case study slots available and invite agencies and others to contact Charles Pelton for more information. To learn more about our speaker selection process, read this post. To suggest ideas, feel free to email me or leave a comment!

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2008 Ypulse National Mashup Recap: Day Two

Posted by anastasia

Again -- I couldn't be everywhere at once and had to catch my flight back to NYC in the afternoon, but here is my attempt to summarize what I was able to see on day two of the Ypulse Mashup. We added some more blog posts/coverage that keeps popping up to our roundup post and finished uploading our photos to Flickr. Kicking the day off bright and early, day two of the Mashup was chock-full of fantastic panels, keynotes, and case studies.

MTV Rocking the Youth Vote 2.0 Style

We heard from Ian Rowe, Senior Vice President, Public Affairs and Strategic Partnerships, MTV, and Carl Brown, California Citizen Journalist, MTV Street Team '08, that while there is more interest than ever before in this year's presidential race, local issues are what resonate more with younger voters, i.e. what's happening in their back yard. In response, MTV has created a citizen journalism program to tell these local stories. These video stories are also being distributed by the Associated Press. They showed an example of a local story in southern California about how young activists were fighting the development of a new highway that would have altered the local eco-system. One attendee asked if MTV makes an attempt to show "the other side" in these reports -- the response was not so much in individual reports but more in shaping the project as a whole. We couldn't help but notice how much the CJ story looked like what's happening over at Current TV...

Emerging Teen Technology

Bill Carter, from Fuse Marketing (anchor sponsor for the event), presented results from a survey they did of senior technology executives from companies such as Sony, MTV Networks, Yahoo, and Nokia to find out what's next for teens. They heard that content is what's most important, and that technology should never be use for its own sake without something real to say. The tone of the content is the next most important aspect, and then comes how technology is used to disseminate the content or message. Only half of the brands that are using technology as a platform are backing it up with a real message. Before a company decides to use technology, they need to ask why they want a mobile campaign (side note: I just saw a website banner for a Listerine promo offering a free music download - what a random way to draw in potential users of mouthwash!).

Handheld devices will surpass and potentially replace the desktop. The iPhone is just the beginning of the all in one device. Yet despite the handheld's key feature (allowing teens to be untethered from a desk), only 20% of teens have a smartphone. Other platforms will save -- not kill -- TV networks. Device is inconsequential compared to content, because they are in the content-creation business; they can thrive with technology. Analog-to-digital conversion will soon make it possible to watch live TV on portable devices.

Geo-targeting will go mobile, and the analysis of four billion IP addresses provides street-level targeting. Combine this new technology with teens giving advertisers "permission" to market to them, and growth could be exponential, resulting in continuous, relevant ads and content based on teens' location and interests.

The evolution of music online is just beginning. CD retail sales are declining, but there's growth and more to come in online downloads. Subscriptions (the cable model) will soon rule. There will soon be more than 65 million cable TV subscribers, and cable providers (and iTunes!) will offer unlimited downloads.

In the end, it's about a simple connection to friends. Based on the premise of teens' expectations of connectivity ("IM is not different than seeing someone in person"), easy tools count while additional features don't. The focus is on improving communication across platforms (mobile, Net, PC, Mac), and the ability to update all of your networks (Myspace, Facebook, AIM) at once. In the future, we will finally be universally connected; things don't really start happening until they're happening everywhere.

Newsletter readers: Visit Ypulse.com for the rest.

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2008 Ypulse National Mashup Recap: Day One

Posted by anastasia

The Ypulse Mashup exceeded my expectations. It was so great to listen to these youth-savvy panelists from the standpoint of a writer and a millennial; I came away with newfound knowledge about technology, media, and my generation in general. I couldn't be everywhere at once, but here is my attempt to offer a recap day one of the Ypulse Mashup for readers who couldn't be there. We're going to try having live blogging, audio or video to capture our next Mashup event being held in Boston November 6-7. Anastasia continues to update our post rounding up all of the coverage (press, attendee blogs, etc.) we can find. So keep checking it for more perspectives. And although we haven't labeled, organized and tagged them yet, we have a zillion photos on Flickr. Oh and the Meebo chat is logged here.

Freeing Mobile with Antti Ohrling, Co-founder, Blyk

"We want to make communication free for young people." Mobile is the only media outlet without advertising -- Our opening keynoter, Antti Ohrling from Blyk, hopes to add advertising in exchange for free texts, calls, etc. If you want to engage people, you must give them what they want. In mobile, teens want text, voice, and - interestingly enough - an alarm clock. 71% of youth would like to receive text ads targeted to their interests and it's safe to say that most would love free texts and calls. Thus, Blyk has had outstanding response rates in Europe, where they first launched their company.

Antti summed it up well on his blog: "My overall take? Relevancy and engagement matter to the youth audience and mobile is the perfect media for relevant and interactive communication. Incentivise young people to interact with brands directly by giving them what they want - in Blyk's case, that's free communication, 'money-can't-buy' offers and messages from brands they like. That's the marketer's point of entry (and long-term relationship) with the youth audience."

What's Next in The Mobile Youth Space?

Teens and tweens like to have choices in how they communicate, seamlessly moving between texting, instant messaging, chatting, and talking. They also like communicating online, and in the near future we might be handing out MySpace URLS instead of telephone numbers.

Tweens and teens are teaching their parents text message so they don't have to talk over the cell phone to keep in touch. Instead of answering (or, more realistically, not answering) a call from home, teens can keep the communication channels open by texting. The tween audience specifically pushes their parents to use mobile regularly, because that's the only way they truly want to communicate with them (while this might be true, don't give us the flak - these are panelists words, not ours!). Mobile technology is playing with the impulse of picture-taking and translating it to sharing between family and friends. Through new photo-sharing sites like Radar, kids invite parents to go on to share experiences that previous generations might have never shared. You can read CNET's recap of this panel here.

Sponsored Research Presentation: TeensEyes Division, C&R Research

C&R Research has been conducting qualitiative an quantitative research for over 50 years, and they began providing computerized multimedia reports in the early '90s. While the size and opportunity among young people is exciting, autonomy, fragmented lifestyles, and tech-savviness makes them a challenging bunch to reach. They're in a constant state of flux, trying to define their individuality while also securing themselves a place in the crowd.

53% of tweens an 84% of teens own cell phones. They're talking, texting, and using their cameras for both still shots and videos.The average teen generates around 18,000 a year. The average adult cell phone user generates 200 text messages a month. However, most are still not using data service plans to access the internet, watch TV programs, or listen to music on their mobile.

Teens are still watching TV and averaging about 2 hours a day during the week, and 3 hours on the weekends. They love their video games; tween guys are playing the most, and teen girls are playing the least.

Teens feel more crunched for time than their tween counterparts, but they do not see themselves as over-scheduled - just busy. Teens typically have more money to spend because they're earning more than a typical tween allowance. On top of that, they have more access to transportation so they're spending more on activities they can engage in outside the home (movie theaters, restaurants) while tweens prefer at-home entertainment (video games, DVDs).

They're constantly on the lookout for the next best thing...and they're looking in different places for that information. To stay relevant, companies must leverage the viral potential of their world and of the Internet. Respect them as consumers, they have their own money to spend and they're spending it on everyday items and entertainment. Entertainment sells; humor can initially draw them in, while authenticity will keep them interested.

Keynote Conversation: What Our "Mortifying" Memories Can Teach Us About Reaching Teens

This was absolutely hilarious and sadly, words cannot convey how hard the audience was laughing. The common denominator that brings together every teen's experience is that they are mortifying. There's no better time machine than your own childhood, the feelings you were experiencing at the time, and what being a kid meant to you. Takeaway message: Even though David Levithan is a successful author and editor, he should consider stand-up comedy. Actually, no, the message is that the core experience of what it's like to be a teenager hasn't changed, and that remembering our own mortifying years, will help us to be more authentic in communicating to teens today.

How to Successfully Reach Youth on Social Networks

Brand sites that are lacking relevant social interaction are behind so-called "social networking fatigue," according to this panel. Social networking is a fantastic tool, but no one is interested in going through the steps of joining a social network on a niche, company site. A self-produced blog has much less luck than a community-produced outlet. Letting users do the work for you is cheaper, easier - an often higher in traffic. When social issues are involved in an ad campaign, teens are very open to getting involved. If something catches their attention on a website's homepage, they will click. We heard a success story from Vickie Collier, the VP of Disney-ABC's digital media. Their teen soap "Greek" challenged their audience to upload social media, and the winner got a walk-on role. Thousands of viewers got involved, and this brought significant traffic to the site. A contest was a great way getting viewers involved, checking back, and consistently clicking around.

As much as I wanted to sit in on all three breakout sessions, I couldn't be in three places at once so I missed out on "Killer Apps: Which Widgets and Applications Are Hits With Younger Users?" and "Brand Engagement in Virtual Worlds for Youth." If you caught them and want to add your two cents, chime in!

Casual Games? That's What Mom Plays, Right?

Kids are playing games just as much as they are watching television. Kate Connally from Viacom's Addicting Games, likened her site to "The Superbad, 16 Candles, Pretty and Pink" of games. Product placement in games - i.e."advergaming" and adding advertising to existing games is the best way for brands to reach this audience (vs. banners). Teens are advertising savvy and they recognize that they're getting free game play, so they are okay with a certain level of advertising. But if you're going to add an ad, it has to bring something meaningful to the game. Many families have successfully used inter-generational gaming to strengthen the bond between kids and parents. Min Kim from Nexon America told us that In Korea, the parent-child-gaming relationship is so strong that some parents play their kids' avatars while they're at school!

Afternoon Keynote: 100 Young Americans with Michael Franzini

Michael talked about his experience traveling to all 50 states, photographing over 100 teens and attempting to reflect U.S. census data as much as possible. It became clear to him that American teens in 2008 cannot be simply defined. One general consensus is that, first and foremost, kids want to be rich and famous -- but of course with reality TV and all of the imagery bombarding them with this message in our pop culture, why wouldn't they?

In a sea of generational labels, Michael's calls millennials "the instant access generation." He argued that the biggest generation gap since the dawn of rock and roll is happening right now. Instead of being driven apart by music, we are driven apart by technology. He said that instant access means teens grow up faster, and cited the example of an 18-year-old girl who heard about The Bunny Ranch on HBO, immediately Googled it, and fled her hometown to work there. With this generation of teens, there is less parental control, new meanings of the words "friends" and "dating," and radically different attitudes towards privacy ("blogging generation," anyone?).

These are Michael's rules for interacting with teens and tweens: there are no rules; make it about them; no judgments (what defines what's right and wrong? your parents!); treat them as your equal; and don't tell them anything. In marketing, add these three rules to the mix: don't try to be cool, always be real, and stand for something good. It's not just about what and how we say it, it's also about where we say it.

He ended with one final question to ponder: Does adolescents exist? (and shared an anecdote about a car ride with the controversial Robert Epstein)

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2008 Ypulse Mashup Coverage

Posted by anastasia

We had over 400 people attend our biggest Ypulse National Mashup yet! Look for more highlights and photos on Flickr soon. For now, I'll round up the growing body of coverage in the press and from various attendees. If you covered the event or find more coverage, please send it my way, and I'll add it to this post. Also, we announced the dates of our next smaller Ypulse Mashup event, which will focus on high school juniors/seniors and college students (November 6-7) at Boston University. Unfortunately, we weren't able to record this time around, but we are working on finding affordable (i.e. free) ways to capture either audio and/or video of future events as well as stream in Teen Second Life. Finally, I can't thank our speakers, sponsors, attendees and volunteers enough for this year's super event. Stay tuned....

CBS News (Larry Magid) Larry moderated our cyberbullying session...I attempted to post this response on his blog, but even though I was logged in, it didn't seem to work:

While we do focus on effective ways to reach youth with technology, our audience is about one third non-profit/advocacy organizations so branding could be branding for a company or branding for an agency serving youth. In addition to the sessions you mentioned, we also had sessions on this year's election, youth activism, on whether girls are the new geeks, and of course your own on what folks who create web sites for youth can do about cyberbullying.

So it was not just about "selling stuff to kids" it was also about using those technologies effectively and authentically to reach them whether it is with a product that is actually useful or a message that could save their lives or inspire them to create social change.

Also, in case anyone missed my one sentence sound bite on The Early Show, check out the segment they did on "Avatars behaving badly."

CNET coverage:

For teens, the future is mobile
Disney bucks music industry downturn
Cell phone is mom-avoidance device for teens

Publisher's Weekly

Embracing Technology in a YA World

Blog press coverage:

The Reverb of Ypulse (Youth Media Exchange)
Harvesting Kids' Eyeballs; Free Mobile For Ad Views: Blyk! (Shaping Youth)
Confessions of a Virgin Meebo User At Ypulse (Shaping Youth)
Texting Is the New Rock and Roll (NextGreatThing)
MC Hammer Maximizes and Optimizes the Commodity of Music (PSFK)
Ypulse National Mashup 2008: Are girls the new geeks? (Feministing.com)
Ypulse National Mashup 2008: Totally Wired Hip-hop (Feministing.com)
Ypulse 2008: Interview with Creaters of Midwest Teen Sex Show (Feministing.com)

Attendee posts:

Let's Talk About Sex, Baby. And Disney. Have I Piqued Your Interest? (House On Fire)
The Ypulse Mashup (Kosovodad: Proud to be a Soldier)
Is Disney Trying to Keep Parents Out of the Loop? (House On Fire)
The Mashup Round-up (Ramblings of Immersive Marketing Geniuses/Premise)
From FooCamp to Ypulse to BlogHer in 8 days (Smart CEO)
2008 Ypulse National Mashup Recap (YouthCultopia)

Good times and good people in San Francisco (Claire Mysko)
Wow! Tech Execs and Global Teens Share a Vision of the Future at the Ypulse Mashup Day Two (Teen Lab at Alcatel-Lucent)
YPulse Mashup 2008 Day One: A unique blend of culture, marketing and technology (Teen Lab at Alcatel-Lucent)
Photo Friday: Pics from San Francisco (Melissa Walker)
"Reaching Today's Totally Wired Generation:" Antti Öhrling's Take on YPulse Mashup 2008 (Blyk)
YPulse Mashup Part One - Teen Music Trends and the Go-Go's (Spinning Indie)
YPulse Mashup Part Two - MC Hammer, Chess and Hip Hop (Spinning Indie)
Mashing it up! (Justina Chen Headley)
The Morning Fog May Chill The Air, I Don't Care (Benjamin Wagner)
Ypulse Mashup (Adina's Deck)
Teen Talk at Ypulse (Dixie LaRue)
Live Blogging the Ypulse Mashup (Social Citizen Blog)
Minkster's blog (and one more)
Reaching Out To Da Yoots (Digital Blue -- our rad AV team)

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