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    <title>Youth Marketing Mashup East</title>
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    <id>tag:www.ypulse.com,2008-08-06:/wordpress/east_2008//8</id>
    <updated>2008-12-30T18:09:28Z</updated>
    
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<entry>
    <title>Ypulse Youth Marketing Mashup East Audio Day Two</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/12/ypulse-youth-marketing-mashup-east-audio-day-two.php" />
    <id>tag:www.ypulse.com,2008:/wordpress/east_2008//8.8584</id>

    <published>2008-12-30T18:08:55Z</published>
    <updated>2008-12-30T18:09:28Z</updated>

    <summary>I know we said we&apos;d post the audio we had from day two of our recent Boston event oh....back on December 18th. As they say, &quot;Better late than never.&quot; A huge thanks again to Ypulse reader Deepthi Welaratna, a freelance...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p>I know we said we'd post the audio we had from day two of our recent Boston event oh....back on December 18th. As they say, "Better late than never." A huge thanks again to Ypulse reader Deepthi Welaratna, <a href="https://be.freelancersunion.org/f/member/49449">a freelance communications professional</a> currently obtaining her MA in Media Studies at The New School University in New York who generously volunteered to edit this audio for us. Unfortunately, we don't seem to have the recordings for the afternoon sessions on day two (Friday), but you can always refer to <a href="http://mashup.ypulse.com/east_2008/2008/11/ypulse-youth-marketing-mashup-afternoon-sessions.php">the Live Blog</a> on the conference site for recaps of those sessions.</p>

<p><strong>Make Your Message Mobile</strong></p>

<p><strong>Panelists:</strong><br />
Stephen Randall, CEO, <a href="http://locamoda.com/">LocaModa</a><br />
Sarig Reichert, Vice President, <a href="http://flixwagon.com/">Flixwagon</a><br />
Thi Linh Wernau, Senior Mobile Stratgist, <a href="http://www.nokia.com/">Nokia</a></p>

<p><strong>Moderator</strong>: Allison Mooney, Senior Director of Trends &amp; Research, <a href="http://www.nextgreatthing.com/">Fleishman-Hillard</a></p>

<p><a href="http://www.ypulse.com/audio/Mobile_Presentation.mp3">Part One</a><br />
<a href="http://www.ypulse.com/audio/Mobile_QnA.mp3">Part Two (Q&amp;A)</a></p>

<p><strong>Keynote: The Virgin Mobile Festival and Related Pro-Social Initiatives </strong></p>

<p>Ron Faris, Director, Brand Development and Partnerships, <a href="http://www.virginmobileusa.com/">Virgin Mobile USA</a></p>

<p><a href="http://www.ypulse.com/audio/Virgin_Presentation.mp3">Virgin keynote</a></p>

<p><strong>Sponsored Case Study: myYearbook Reaching Millions of Teens Through Cause Marketing </strong></p>

<p>Geoff Cook, CEO, <a href="http://www.myyearbook.com/">myYearbook</a></p>

<p><a href="http://www.ypulse.com/audio/My_YearBook.mp3">myYearbook Case Study</a></p>

<p><strong>Sponsored Case Study: Hangout Industries Making Social Networking Fun: Immersive 3D Virtual Rooms </strong></p>

<p>Pano Anthos, CEO, <a href="http://www.hangout.net/">Hangout Industries</a></p>

<p><a href="http://www.ypulse.com/audio/Hangout_Industries_Part_1.mp3">Part One</a><br />
<a href="http://www.ypulse.com/audio/Hangout_Industries_Part_2.mp3">Part Two</a></p>

<p><strong>Sponsored Case Study: Reach Messaging</strong></p>

<p>Jeff Bishop, Co-Founder, <a href="http://reachmessaging.com/index.html">Reach Messaging</a></p>

<p><a href="http://www.ypulse.com/audio/Branding_Power_of_IM.mp3">Reach Messaging</a></p>

<p><strong>How to Reach Youth on Social Networks</strong></p>

<p><strong>Panelists:</strong><br />
Manish Chandra, CEO, <a href="http://www.kaboodle.com/">Kaboodle</a><br />
Geoff Cook, CEO, <a href="http://www.myyearbook.com/">myYearbook</a><br />
Jordan Goldman, Founder and CEO, <a href="http://www.unigo.com/">Unigo</a><br />
Joe Marchese, President, <a href="http://www.socialvibe.com/">SocialVibe</a></p>

<p><strong>Moderator:</strong> Robin Raskin, Founder, <a href="http://www.kidsatplaysummit.com/">Kids@Play</a></p>

<p><a href="http://www.ypulse.com/audio/Reach_Youth_on_Social_Networks_Part_1.mp3">Part One</a><br />
<a href="http://www.ypulse.com/audio/Reach_Youth_on_Social_Networks_Part_2.mp3">Part Two</a></p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Youth Marketing Mashup East Audio Day One</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/12/ypulse-youth-marketing-mashup-east-audio-day-one.php" />
    <id>tag:mashup.ypulse.com,2008:/east_2008//8.8583</id>

    <published>2008-12-17T19:32:09Z</published>
    <updated>2008-12-17T19:39:52Z</updated>

    <summary>Thanks to Ypulse reader Deepthi Welaratna, we have edited audio of our most recent Mashup event! Unfortunately, we don&apos;t seem to have the recordings for the afternoon sessions on day two (Friday), but you can always refer to the Live...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p>Thanks to Ypulse reader Deepthi Welaratna, we have edited audio of our most recent <a href="http://mashup.ypulse.com/east_2008/agenda.php">Mashup event</a>! Unfortunately, we don't seem to have the recordings for the afternoon sessions on day two (Friday), but you can always refer to <a href="http://mashup.ypulse.com/east_2008/2008/11/ypulse-youth-marketing-mashup-afternoon-sessions.php">the Live Blog</a> on the conference site for recaps of those sessions. We'll post the audio we have from day two tomorrow. </p>

<p><b>Youth Marketing Boot Camp: How to Successfully Reach Teens and College Students</b> (Gary Rudman, <a href="http://gtrconsulting.com/">GTR Consulting</a>)</p>

<p><a href="http://www.ypulse.com/audio/BootCamp_Presentation_Part_1.mp3">Part One</a><br />
<a href="http://www.ypulse.com/audio/BootCamp_Presentation_Part_2.mp3">Part Two</a><br />
<a href="http://www.ypulse.com/audio/BootCamp_QnA_Part_1.mp3">Q&A Part One</a><br />
<a href="http://www.ypulse.com/audio/BootCamp_QnA_Part_2.mp3">Q&A Part Two</a><br />
<a href="http://www.ypulse.com/audio/BootCamp_QnA_Part_3.mp3">Q&A Part Three</a></p>

<p><b>The Millennials: Myths and Realities</b></p>

<p><b>Panelists:</b><br />
Ryan Healy, Co-Founder, <a href="http://www.brazencareerist.com/">Brazen Careerist</a><br />
Nadira Hira, Writer, <a href="http://www.timeinc.net/fortune/information/presscenter/fortune/bios/FOR_Hira.html">Fortune Magazine</a><br />
Reena Nadler, Program Director, <a href="http://www.lifecourse.com/">LifeCourse Associates</a><br />
Saaret Yoseph, Editorial Assistant, <a href="http://www.theroot.com/id/47196">The Root</a></p>

<p><b>Moderator:</b> Mike Dover, Vice President, Syndicated Research, <a href="http://www.ngenera.com/">nGenera</a></p>

<p><a href="http://www.ypulse.com/audio/The_Millenials_Part_1.mp3">Part One</a><br />
<a href="http://www.ypulse.com/audio/The_Millenials_Part_2.mp3">Part Two</a><br />
<a href="http://www.ypulse.com/audio/The_Millenials_Part_3.mp3">Part Three</a></p>

<p><b>Behind the Numbers: What Research Tells Marketers and Media about Today's Teens</b> (Daniel Coates, Co-founder, <a href="http://www.surveyu.com/">SurveyU</a>)</p>

<p><a href="http://www.ypulse.com/audio/SurveyU_Part_1.mp3">Part One</a><br />
<a href="http://www.ypulse.com/audio/SurveyU_Part_2.mp3">Part Two</a><br />
<a href="http://www.ypulse.com/audio/SurveyU_QnA.mp3">Q&A</a></p>

<p><b>Green Youth Marketing</b></p>

<p><b>Panelists:</b><br />
Allison Bacon, Director, Consumer Insights, <a href="http://www.ampagency.com/">AMP Agency</a><br />
Jessie Mehrhoff, President, <a href="http://greenteensusa.org/default.aspx">Green Teens U.S.A.</a><br />
Janet Sun, Vice President, Marketing, <a href="http://www.experience.com/alumnus/channel?channel_id=green&page_id=home">Experience Inc.</a></p>

<p><b>Moderator:</b> Holly Brickley, Strategic Analyst, <a href="http://www.outlawconsulting.com/">Outlaw Consulting</a></p>

<p><a href="http://www.ypulse.com/audio/Green_Youth_Marketing_Part_1.mp3">Part One</a><br />
<a href="http://www.ypulse.com/audio/Green_Youth_Marketing_Part_2.mp3">Part Two</a><br />
<a href="http://www.ypulse.com/audio/Green_Youth_Marketing_Part_3.mp3">Part Three</a></p>

<p><b>Note:</b> The folks at Vice asked us not to post their audio. </p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Youth Marketing Mashup East: The Millennial Myths Panel</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/11/ypulse-youth-marketing-mashup-east-the-millennial-myths-panel.php" />
    <id>tag:mashup.ypulse.com,2008://8.8582</id>

    <published>2008-11-14T20:06:30Z</published>
    <updated>2008-11-14T20:06:52Z</updated>

    <summary>Seeing as we started this week off with a recap of the Mashup&apos;s final session, it seems only fitting to wrap things up by reflecting back on the first-- The Millenials: Myths and Realities. But before we do, I should...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/millennialpanel1.jpg"><img class="alignnone size-medium wp-image-6543" style="border: 0pt none; margin: 0pt 20px 20px 0pt; float: left;" title="millennialpanel1" src="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/millennialpanel1-300x201.jpg" alt="millennial panel" width="277" height="185" /></a>Seeing as we started this week off with a recap of the Mashup's final session, it seems only fitting to wrap things up by reflecting back on the first-- <strong>The Millenials: Myths and Realities</strong>. But before we do, I should admit that as a millennial (and yes, we do hate that term), I did have a personal stake in seeing some of the myths discussed below get debunked. That being said, I felt the panelists (a well-spoken assortment of successful twentysomethings), provided enough insight towards the demo, both as employees as well as citizens of the world, that even an unbiased observer could come away with a little more confidence in (at the very least, a better understanding of) the multitude of Millennials coming to a workspace near you.</p>

<p><strong>The Panelists</strong><br />
Ryan Healy (Co-Founder, <a href="http://www.brazencareerist.com/">Brazen Careerist</a>)<br />
Nadira Hira (Writer, <a href="http://www.money.cnn.com/magazines/fortune/">Fortune</a>)<br />
Reena Nadler (Program Manager, <a href="http://www.lifecourse.com/">LifeCourse Associates</a>)<br />
Saaret Yoseph (Editorial Assistant, <a href="http://www.theroot.com/">The Root</a>)</p>

<p><strong>Moderator</strong><br />
Mike Dover (VP, Syndicated Research, <a href="http://www.ngenera.com/">nGenera</a>)</p>

<p><strong>Myth: Millennials Feel Entitled</strong><br />
It's no secret that Millennials have a different attitude towards climbing the corporate ladder than the generations that came before (with twentysomething CEOs who can blame us?), but that doesn't necessarily mean we're looking to avoid earning our way to the top. We just expect the ascent to happen sooner than later. Healy suggested that it was this sense of self-confidence that was being confused with entitlement (he credited parents for instilling us with the belief that we can do anything we set our minds to). Yoseph took a slightly different stance, conceding that Millennials were high-maintenance, but this was only because we were high-performing as well (i.e. willing to work on nights and weekends.)</p>

<p><strong>Myth: Millennials Expect To Become Rich And Famous</strong><br />
As Millennials came of age there was a fundamental shift in the perception of who was considered a celebrity-- first, with the advent of reality TV and then with YouTube. But, as far as our desire to join that culture? Healy said Millennials are much more concerned with our personal brand and what we project on the scale of social networks (i.e. Facebook, LinkedIn, Twitter). Nadler added that if you look at who's influencing Gen y, it's parents and professors more than celebrities (echoing what we heard during the <a href="http://mashup.ypulse.com/presentations/presentation_surveyu.pdf">SurveyU preso</a> on Gen Y's political influences).</p>

<p><strong>Reality: Millennials Come With Helicopter Parents</strong><br />
Whereas Gen Xers would opt to go it alone once they reached college, according to Nadler, Gen Y is much less willing to take a risk if it isn't validated by an authority figure. Yoseph explained that we appreciate the safety net that comes with a support system. Parents, in turn, have responded by becoming increasingly involved in their children's lives beyond high school. On a positive note, this closeness has translated for some into a better relationship between Gen Y and Boomers at the office allowing for mentorship opportunities. There is a point, however, when involved becomes too involved. Nadler said she's heard both college administrators and employers begin to complain about parents' heightened presence. Finally, there are some employers who have wholeheartedly embraced the shift. Nadler cited a recent army campaign that co-marketed to parents as well as potential recruits with the tagline, "You made them strong. We make them army strong."</p>

<p><!--more--></p>

<p><strong>Myth: Millennials Are Post-Racial</strong><br />
This myth was actually a point of contention among our panelists. While Yoseph agreed that Gen Y was a diverse community, she wouldn't go so far as to say we've become post-racial. In fact, she argued Millennials gave themselves more credit than they were due, engaging in cultural tourism rather than a deep understanding of race. Healy, however, argued that we were nearly there and cited our strong reaction against Sarah Palin, whom he called a culture warrior type, as evidence that we were already in, if not heading rapidly towards, a much more progressive place.</p>

<p><strong>Reality: Companies Could Benefit From Reverse Mentoring</strong><br />
Hira (who wrote a piece on <a href="http://money.cnn.com/magazines/fortune/fortune_archive/2007/05/28/100033934/">attracting the Gen Y worker</a> for Fortune) traced one source of generational workplace tension to the fact that Boomers feel like when they went to work they came in, put on the suit and played the game. Now they're wondering why Gen Y isn't doing the same. As for the strain between X and Y? Chalked up to good old-fashioned sibling rivalry. But, when it comes down to it, are Millennials' suggestions for the workplace really such a bad idea? One issue that came up multiple times was Y's need for constant praise: (one survey showed more than 60% of Millennials wanted feedback once a month or more on their work). But, as Nadler pointed out, who wouldn't benefit from more feedback? Other points mentioned were flexible hours (working from home on Fridays) and informal attire (to Gen Y, casual doesn't mean unprofessional.)</p>

<p><strong>In Conclusion</strong><br />
While Millennials are by no means perfect employees (several panelists pointed to a problem taking on a leadership role), they do have a lot to offer. Not only as smart, capable individuals, but as a collective whole with big ideas about business and business culture.</p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Youth Marketing Mashup East: Tech Panel Highlights</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/11/ypulse-youth-marketing-mashup-east-tech-panel-highlights.php" />
    <id>tag:mashup.ypulse.com,2008://8.8581</id>

    <published>2008-11-13T22:14:08Z</published>
    <updated>2008-11-13T22:15:06Z</updated>

    <summary>In the true spirit of a Mashup, the crowd that gathered in Boston last week was a diverse intersection of marketing, media and educational professionals (Check out the Ypulse Youth Marketing Mashup East site to see who attended in the...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/techpanel1.jpg"><img class="alignnone size-medium wp-image-6508" style="border: 0pt none; margin: 0pt 20px 20px 0pt; float: left;" title="mobiletechpanel" src="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/techpanel1-300x158.jpg" alt="mobiletechpanel" width="290" height="154" /></a>In the true spirit of a Mashup, the crowd that gathered in Boston last week was a diverse intersection of marketing, media and educational professionals (Check out the <a href="http://www.mashup.ypulse.com/">Ypulse Youth Marketing Mashup East</a> site to see who attended in the Who's Coming box!). And yet no matter their industry, whether corporate or nonprofit, high-tech or low-tech, all attendees shared one common goal: to get their message out. To help them do just that we assembled a series of panels featuring some of the sharpest minds in mobile marketing, social networking and online video. Here are some highlights...</p>

<p><strong>"Make Your Message Mobile"</strong></p>

<p><strong>Panelists:</strong> Stephen Randall (CEO, <a href="http://www.locamoda.com/">LocaModa</a>); Sarig Reichert (VP Marketing, <a href="http://www.flixwagon.com/">Flixwagon</a>); Thi Linh Wernau (Sr. Mobile Strategist, <a href="http://www.nokia.com/">Nokia Interactive Advertising</a>)<br />
<strong>Moderator:</strong> Alison Mooney (Sr. Director Mobile Insights, <a href="http://www.fleishman.com/">Fleishman-Hillard</a>)</p>

<p><strong>Overall Highlights</strong></p>

<p>- 3.1 billion mobile users worldwide; 4 out of 5 teens carry mobile phones</p>

<p>- Women texting more, guys using mobile web more</p>

<p>- Teens picked mobile phones as the most telling sign of social status</p>

<p>- Kids and teens are increasingly texting more than talking on their phone (also text more than Twitter)</p>

<p><strong>Key Points From Panelists</strong></p>

<p><strong>Reichert:</strong></p>

<p>- Look at integrating mobile as a lifestyle experience. Anything goes for the youth market. Almost nothing is private. (See my earlier post on <a href="http://www.ypulse.com/ypulse-marketing-mashup-east-engaging-viewers-through-multiple-screens/">Dan Hart's preso</a> to learn more about Flixwagon and their joint venture with MTV lifecasting The Jonas Brothers)</p>

<p>- It's not just pushing a message. It's about engagement.</p>

<p><strong>Randall:</strong><br />
- The future is connectivity. Mobile is the technology. Mobile can bridge the mobile and physical world (example given of texting in and getting Beck listening party locations back).</p>

<p>- The key is content plus connectivity (a summary of the argument for why teens prefer Facebook to Twitter).</p>

<p>- Brands who read about sexy technology (i.e. bluetooth) need to ask themselves, "Are you trying to reach an audience or are you just trying to be sexy?" </p>

<p><strong>Wernau:</strong><br />
- The goal is to see mobile as a remote control for life.</p>

<p>- Technology is all about the ability to multi-task. Eventually all tech will be interactive.</p>

<p>- Apps have to make life better and be easy to use.</p>

<p><strong>"How to Reach Youth On Social Networks"</strong></p>

<p><strong>Panelists:</strong> Manish Chandra (CEO, <a href="http://www.kaboodle.com/">Kaboodle</a>); Geoff Cook (CEO, <a href="http://www.myyearbook.com/">MyYearbook</a>); Jordan Goldman (Founder and CEO, <a href="http://www.unigo.com/">Unigo</a>); Joe Marchese (<a href="http://www.socialvibe.com/">Social Vibe</a>)<strong><br />
</strong></p>

<p><strong>Moderator:</strong> Robin Raskin (Owner, Living in Digital Times)</p>

<p><strong>Who's Who</strong></p>

<p>- <strong>Kaboodle:</strong> a social shopping network where visitors can go to any retailer, add products and then share picks with friends</p>

<p>- <strong>MyYearbook:</strong> a social networking site for teens. The fastest growing network in the US</p>

<p>- <strong>Unigo:</strong> an online college guidebook written by students. The largest online collection of user-generated college content (text, videos, pics)</p>

<p>- <strong>SocialVibe:</strong> rewards users for sponsoring their favorite brands on their profiles</p>

<p><strong>Key Points From Panelists</strong></p>

<p><strong>Chandra:</strong> <br />
- User-generated content can't be your reach strategy. You need content creators who then engage their friends to help you get there.</p>

<p>- There is going to be social media optimization movement. (i.e. Facebook Connect)</p>

<p>- People definitely going cross platform for content. (Flickr, YouTube, MySpace)</p>

<p><strong>Cook:</strong> <br />
- Social networks are like television networks. Each network has a unique identity. Why do you watch one TV network over another? It's content. (myYearbook does not embrace Open Social and has its own apps)</p>

<p>- The market is getting mature for social networking but it's not a fad. It's up the social network to keep innovating and stay fresh.</p>

<p><strong>Marchese:</strong> <br />
- Brands don't reach teens on social networks. Teens reach teens on social networks. If you give them something they want then they will share your brand.</p>

<p>- The killer app will be when social networks work together. When you use an aggregator you can't use the features that make each social network valuable to users.</p>

<p><strong>Goldman:</strong> <br />
- Unigo syndicates content and is a big fan of porting their content to any site and letting users take their Unigo identity with them.</p>

<p>- Mobile is a content capture device. Some users will come to Unigo to get content, others will use mobile to create content for the site.</p>

<p>- When you are offering niche content, launching with lots of it is very important (they have hundreds of interns writing content!).</p>

<p><!--more--></p>

<p><strong>"What Works In Online Video for Youth"<br />
Panelists</strong>: Anthony Batt (Founder, <a href="http://www.buzznet.com/">Buzznet</a>); Jason Hsiao (President, <a href="http://animoto.com/">Animoto</a>); Julie Hochheiser (Sr. Web Editor, <a href="http://www.seventeen.com/">Seventeen</a>)</p>

<p><strong>Moderator</strong>: Scott Kirsner (Innovation Economy Columnist, Boston Globe)</p>

<p><strong>The Good News</strong><br />
- In the post-YouTube era online videos have never been easier to create and watch.</p>

<p>- Viewers value authenticity more than production quality (hence the popularity of vids created on mobile phones).</p>

<p>- Celebrity coverage and comedy generate a lot of attention on the web. Specifically, behind-the-scenes coverage and quick, smart bites of video (good writing is critical)</p>

<p><strong>The Bad News</strong><br />
- [Most] users don't want to create video on demand. You can have 1 million hits a month on your site and still only get 60 videos entered into a contest (Interesting sidenote: a recent Pew study showed that guys create more video content. Hsiao confirmed this with Animoto and added that girls are more interested in making comments. Batt however indicated that the top video creators on Buzznet are female)</p>

<p>- Web-based TV shows don't work. Videos have to be kept short.</p>

<p>- Now that it's so easy, there are a lot of bad videos out there.</p>

<p><strong>In Conclusion</strong><br />
The first step to delivering your message is choosing the right (read: appropriate) method for your purposes. Remember to be authentic (a word that came up in nearly every session!) and provide the content your audience wants.</p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Youth Marketing Mashup East: The Virgin Mobile Festival &amp; Other Pro-Social Initiatives</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/11/ypulse-youth-marketing-mashup-east-the-virgin-mobile-festival-other-pro-social-initiatives.php" />
    <id>tag:mashup.ypulse.com,2008://8.8580</id>

    <published>2008-11-13T22:07:19Z</published>
    <updated>2008-11-13T22:13:59Z</updated>

    <summary>Breaking News: Earlier today Virgin Mobile USA launched HY-TV, a new campaign to raise awareness of the one million homeless teens living in America today. This effort is the latest from Virgin&apos;s RE*Generation initiative, a movement to &quot;empower a generation...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/ronfaris1.jpeg"><img class="alignnone size-medium wp-image-6474" style="border: 0pt none; margin: 0pt 20px 20px 0pt; float:left;" title="ronfaris" src="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/ronfaris1-300x233.jpg" alt="ronfaris" width="281" height="218" /></a><strong>Breaking News:</strong> Earlier today Virgin Mobile USA launched <a href="http://www.homelessyouthTV.com">HY-TV</a>, a new campaign to raise awareness of the one million homeless teens living in America today. This effort is the latest from Virgin's RE*Generation initiative, a movement to "empower a generation to help its own." We were lucky enough to hear all about HY-TV first-hand last week as part of a keynote presentation given by Ron Faris, Virgin Mobile's Director of Brand Development and Partnerships. See below for more details on the innovative campaign. And now on to the recap...</p>

<p>During Ron's truly dynamic presentation on Virgin Mobile's latest pro-social initiatives, Mashup attendees were not only treated to exclusive insights on upcoming projects (more on that in a bit!), they actually got the chance to give one a test drive. Before his talk, Faris asked attendees to text the word "karma" to 68405. He then informed us that every message sent equaled a hoodie sweatshirt donated to a homeless youth care of American Eagle. The simple instruction and its big altruistic payoff  (read: warm and fuzzy feeling) served as a perfect demonstration of the strategic thinking that's clearly behind all of Virgin's ongoing and upcoming plans...</p>

<p><strong>The Brand: Virgin Mobile USA</strong></p>

<p>- Joint venture between Sprint and Virgin</p>

<p>- Over 5 million subscribers</p>

<p>- Focused on 14-34 year olds male and female</p>

<p>- Fun, irreverent</p>

<p>- Alternative to contract plans</p>

<p><strong>The Strategy</strong></p>

<p>- Providing "superservice"</p>

<p>- Surprising and delighting customers at every turn</p>

<p>- Counting on the power of viral</p>

<p><strong>The Virgin Mobile Festival</strong></p>

<p>- 2 days, 40 bands, 35K attendees per day</p>

<p>- Over 25K branded giveaways</p>

<p>- Comprehensive onsite experience that included domes of activation where attendees could recharge (literally and figuratively), refresh and renew. Also onsite-- hospitality angels dedicated to providing helpful info and "surprising and delighting" fans (i.e. providing sunscreen, spraying them with mist to help beat the heat)</p>

<p>- VIP Treatment: Virgin partnered with mobile social company Buzz'd to provide participating attendees with exclusive info and possible prizes (over 12% of attendees downloaded the app)</p>

<p>- RE*Generation/Pro-Social factor: fans could visit a Pro-Social Charity Dome featuring an art gallery of various artists' visualizations of homeless youth. 20 charities were represented and over $180K was donated</p>

<p><strong>More on <a href="http://www.homelessyouthTV.com">HY-TV</a></strong></p>

<p>- To demonstrate how Americans need to shift their priorities from reality TV to real issues, Virgin has taken popular shows and spun them with a homeless youth angle</p>

<p>- HY-TV shows include "American Idle," "Meal or No Meal," "The Simple Strife," "Life Swap," "My Street Sixteen" and "Project Runaway"</p>

<p>- Similar to the KARMA demonstration, viewers can text their donations to homeless youth programs that will receive 100% of the proceeds</p>

<p><strong>Final Thoughts</strong><br />
To say the least, Virgin Mobile has done an impressive job of dreaming up innovative ways to reach their target audience. This can only bode well for their ability to leverage those same mobile marketing strategies that made the Virgin Mobile Festival such a booming success (in the face of a downward trend in music festival ticket sales to boot!), and spread awareness for a deserving cause.</p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Youth Marketing Mashup East: Engaging Viewers Through Multiple Screens</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/11/ypulse-youth-marketing-mashup-east-engaging-viewers-through-multiple-screens.php" />
    <id>tag:mashup.ypulse.com,2008://8.8579</id>

    <published>2008-11-11T17:44:00Z</published>
    <updated>2008-11-11T17:46:56Z</updated>

    <summary>Embracing the reality that one screen can no longer command a viewer&apos;s full attention, Senior VP and GM of MTV Digital Dan Hart gave a fascinating presentation on some of MTV&apos;s latest digital strategies for bridging the gap between TV,...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/danmtv.jpg"><img src="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/danmtv.jpg" alt="Dan Hart" title="Dan Hart" width="189" height="200" style="float: left; margin: 0 20px 20px 0; border: 0;" class="alignnone size-full wp-image-6454" /></a>Embracing the reality that one screen can no longer command a viewer's full attention, Senior VP and GM of MTV Digital Dan Hart gave a fascinating presentation on some of <a href="http://www.mtv.com">MTV's</a> latest digital strategies for bridging the gap between TV, online and mobile. A game plan that in retrospect seems a longtime coming given shrinking attention spans and pre-existing viewing behaviors (I remember back in middle school when everyone used to "watch" TV with their friends on the phone), Hart details the reasoning as well as a few of the latest implementations...</p>

<p><strong>Background: Screens and Teens</strong></p>

<p>-31% of in-home internet activity occurs while watching TV</p>

<p>-45% teens IM or message friends they know are watching the same tv shows</p>

<p>-35% of 9-17 year olds have participated or played games that they were informed about while watching TV shows</p>

<p><strong>TV 2.0 Strategy: The Layer Cake</strong></p>

<p>Hart graphs the viewing experience from surface (consume programming) to middle (sharing and connecting) to core (interacting online and playing show-related games,) explaining how the deepest level not only provides a new experience for devoted watchers, but also draws newer audiences into the multi-faceted "world" of the show.</p>

<p><strong>In Action : BackChannel and FNMTV</strong></p>

<p><strong><a href="http://backchannel.mtv.com/the_hills/season_4/backchannel_home.php">BackChannel</a></strong><br />
A "competitive chat" that encourages viewers to watch-while-they play and see their own and others' snarky comments appear on TV in real-time with prominence based on points awarded by the online players. Currently, it's only available for "The Hills," but it seems Paris Hilton and her search for a new BFF is next in line for the BackChannel treatment.</p>

<p><strong><a href="http://www.mtv.com/ontv/fn-mtv/">FNMTV</a></strong><br />
Harking back to the channel's roots and namesake, FNMTV (Friday Night MTV) is a music video program hosted by Fall Out Boy's Pete Wentz that premieres 4-6 new videos a week along with viewers' instantaneous feeback.</p>

<p><strong>Background: Teens Go Mobile</strong></p>

<p>-50% Teens mobile by age 13</p>

<p>-47% of teens said their social life would end without texting</p>

<p>-50% teens consider their mobile as an entertainment platform</p>

<p><strong>MTV Mobile In Action: Lifecasting and Twittervision</strong></p>

<p><strong>Lifecasting the JoBros</strong><br />
MTV partnered with Flixwagon (another Mashup panelist) to deliver a nonstop blogging event that captured The Jonas Brothers via video phone from waking up to heading on stage at Madison Square Garden. Over 1 million users signed up.</p>

<p><strong>Obama Wins on Twittervision</strong><br />
As part of MTV's Choose or Lose campaign, on election night an interactive TwitterVision map appeared on a giant HDTV in Times Square flashing messages from viewers across the country, the Choose or Lose Street Team and MTV news correspondents, along with video blog posts.</p>

<p><strong>In Conclusion</strong></p>

<p>Throughout the 80s, 90s and early oughts MTV played an integral role in defining youth culture. With these thoughtful initiatives and others in the same vein, Hart and the channel (whose <a href="http://blog.wired.com/business/2008/11/how-screwed-is.html">recent struggles</a> are no secret), are making a valiant effort to keep it that way.</p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Youth Marketing Mashup East: What Every Brand Could Learn From The Obama Campaign&apos;s Marketing To College Students</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/11/ypulse-youth-marketing-mashup-east-what-every-brand-could-learn-from-the-obamas-campaign-marketing-t.php" />
    <id>tag:mashup.ypulse.com,2008://8.8578</id>

    <published>2008-11-11T17:40:27Z</published>
    <updated>2008-11-11T19:05:16Z</updated>

    <summary>SurveyU co-founder Dan Coates kicked things off last week with a research presentation on how and why Obama&apos;s effort to galvanize college students was such a phenomenal success [SurveyU was our research sponsor]. Breaking down the campus crowd by the...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/youthvote4.png"><img class="alignnone size-medium wp-image-6423" style="float: left; margin: 0 20px 20px 0; border: 0;" title="ifyouthvotedforobamamap" src="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/youthvote4-300x281.png" alt="ifyouthvotedforobama&quot;&quot;" width="254" height="237" /></a><a href="http://www.surveyu.com">SurveyU</a> co-founder Dan Coates kicked things off last week with a research presentation on how and why Obama's effort to galvanize college students was such a phenomenal success [SurveyU was our research sponsor]. Breaking down the campus crowd by the numbers, Coates gave some great insight for understanding the demographic both as a population and as a growing powerhouse. A force to be reckoned with? That might be an understatement ...</p>

<p><strong>The Basics</strong></p>

<p>- "Zigging where X zagged" Y defines themselves by correcting the recklessness of their predecessors<br />
(i.e. reinforcing community, bonding with parents/grandparents, making positive change)</p>

<p>- A pampered and protected Generation Y-ers will stay under the shadow of their helicopter parents until they are good and ready to come out (On average, female college students call home every day of the week., while guys limit themselves to five times.)</p>

<p>- Gen Y is multi-cultural, multi-tasking and multi-lingual</p>

<p>- First generation to be more technologically advanced than their parents</p>

<p><strong>By the Numbers</strong></p>

<p>- Gen Y is almost 100 million strong</p>

<p>- This year was the largest starting freshman year in the history of US academia</p>

<p>- College students in America outnumber every state's population with the exception of CA, TX, NYC (Dan poignantly asks, "What candidate could afford to ignore a state of that size?")</p>

<p><strong>Campus Politics</strong></p>

<p>- Students' political leanings came as no surprise (60% self-identify as Democrats, over 50% view themselves as liberal)</p>

<p>- But the numbers of those who not only registered to vote (91%), but actually followed through (around 86%) definitely made some ears perk up</p>

<p>- Even more inspiring were the stats behind students making an effort to stay both aware (70% follow political news very closely to somewhat closely, with nearly 60% saying they watched the first presidential debate) as well as active (53%)</p>

<p>- Dan suggested that while students turned to mass media to keep them informed the MOST influential institution in terms of political engagement was the family (70%), with parents (67%) weighing in as the most influential individuals</p>

<p>- Facebook's role in it all? The primary means for "grassroots engagement," Dan deems the social networking site "the new yard sign," listing various ways students used the site to promote  their candidate (i.e. changing status, joining a group, adding a Facebook app,  changing their profile pic, becoming a supporter/fan, RSVPing to an event</p>

<p><strong>The Takeaway?</strong></p>

<p>The future of this country is in the hands of millions of millennials. They are well-informed, well-connected and, yes, well-intentioned. So, reach out to them in a thoughtful, honest way, and it will be paid back in dividends.</p>

<p><b>P.S.</b> The map in this post was produced by <a href="http://futuremajority.com/node/3969">Future Majority</a> and is one in <a href="http://futuremajority.com/node/3969">a series of charts</a> illustrating the impact and partisan loyalties of the youth vote.</p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Youth Marketing Mashup East: The Totally Wired Youth Panel</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/11/ypulse-youth-marketing-mashup-east-the-youth-panel.php" />
    <id>tag:mashup.ypulse.com,2008://8.8577</id>

    <published>2008-11-11T17:36:24Z</published>
    <updated>2008-11-11T19:11:20Z</updated>

    <summary>We just finished our fifth Ypulse Mashup event last week in Boston. I can&apos;t believe we have produced five of these events already (two in San Francisco, a tween-focused event in New York, a college-focused event in Santa Monica, and...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/smallerbostonyouth.jpg"><img class="alignnone size-full wp-image-6428" style="float: left; margin: 0 20px 20px 0; border: 0;" title="Boston youth panel" src="http://www.ypulse.com/wordpress/wp-content/uploads/2008/11/smallerbostonyouth.jpg" alt="Boston youth panel" width="255" height="184" /></a>We just finished our fifth Ypulse Mashup event last week in Boston. I can't believe we have produced five of these events already (two in San Francisco, a tween-focused event in New York, a college-focused event in Santa Monica, and now Boston). I really enjoyed meeting attendees, speakers and sponsors and wanted to give a special shout out to our volunteers - Derek, Jenny, Stephanie, Vin, Heather, Victoria, Jason and Jon - you all rocked! Our next event is our flagship Ypulse Youth Marketing Mashup held every year in San Francisco. Save the dates (and set aside money in your budgets now) for <strong>June 1 and 2</strong>. <strike>We'll be posting our photos on Flickr soon</strike> <a href="http://www.flickr.com/photos/ypulse/sets/72157608825861398/"><b>They are now live!</b></a> as well as hopefully posting some audio and presentations. Attendee blog posts are just beginning to surface. I'll update this post as they come in...</p>

<p><b>New!</b> <a href="http://www.360prblog.com/2008/11/10/marketing-to-teens-how-generation-y-is-advocating-innovative-new-marketing-techniques-without-even-knowing-it/">Marketing to Teens: How Generation Y is Advocating Innovative New Marketing Techniques Without Even Knowing It</a> (360 PR)<br />
<a href="http://bodimojo.com/blog/?p=51">Gen Y Totally Wired: A Ypulse Digest</a> (Tara Cousineau, PhD)<br />
<a href="http://www.debaird.net/blendededunet/2008/11/2008-ypulse-mashup-boston.html">Ruminations: 2008 YPulse Mashup Boston</a> (Derek Baird)</p>

<p>Meredith will be blogging recaps of various sessions throughout the week, but while it's fresh in my mind, I thought I would reflect a bit on our last panel -- the youth panel, which I moderated. It's a bit like blogging, reflecting in reverse chronological order. Our panel was half BU students and half Boston high school students from various ethnic and socio-economic backgrounds. These panels offer a peek into the thoughts, opinions and media habits of young people but can't ever be fully representative of "all teens" or "all college students." Still, it's always fun to hear from young people themselves at these events.</p>

<p><strong>Youth consume local news online, too.</strong><br />
I've seen studies about how young people consume news where local TV news ranks pretty high as a source of information. When I asked the teens about websites they visit other than MySpace or Facebook, a couple of them mentioned Boston.com and The Boston Herald (we also had a couple of big Boston sports fans on the panel as well). Even though this generation is growing up with a more global perspective, they are still living at home, going to local sports events, volunteering at local charities (when asked about getting involved in causes online vs. in person, our panel overwhelmingly chose "in person.") and are very much a part of their community. They want news that impacts <strong>them</strong>, which is why I think more young people tune in or search for local stories. Sites other than MySpace and Facebook mentioned by our panel as favorites were: Colbert Nation, College Board, New York Times, CNN, MSN, Veoh, Hulu, Twitter, Wired, Reddit, Digg, Delicious, Lifehacker and Gizmodo. The college students were much more like "early adopters" in their tastes than the high school students (some big socio-economic differences as well).</p>

<p><strong>There are still "Tech Nots"</strong><br />
With all of our talk about Totally Wired youth, we forget that there are some teens who <em>choose</em> to not participate or unplug. We had one of these high school students on our panel. She barely used the internet for anything outside of school work. She also was one of the teens who spent the most time reading books for pleasure. She's not on MySpace or Facebook and did not text. We also had another high school student who did not own a cell phone. I wasn't sure if that was her preference or for financial reasons. My guess was the latter.</p>

<p><strong>Communication Tools Are About Efficiency</strong><br />
Youth are in developmental phase in their lives where socializing with peers is what's most important. They are also incredibly busy. When I asked the young people on our panel how they stay in touch with each other, what I heard were the usual response (IM, textbook, Facebook and some email, mostly to communicate with adults), but I also heard the repeated need to blast or communicate with "all my friends at once." Phones are still being primarily used for voice and text, though some of these teens text more than talk (200+ text messages a day). That said, two of our college students had iPhones with data plans and one student had a music phone. As PDAs become more widespread among youth and if the price of data plans drops, I think we'll see more young people surfing, gaming and even watching video via phone.</p>

<p><strong>HBO a hit...with youth?</strong><br />
When I asked about TV, I was really surprised by how often HBO was mentioned. There were two shout outs to "Entourage" as a favorite show and one to "True Blood." The only CW show mentioned was "America's Next Top Model." When I asked how they watch TV - some still watched the old fashioned way, but I also heard HBO on demand, YouTube, Colbert Nation, SNL videos (online), and "Lost" on ABC.com.</p>

<p><strong>No pop-ups, email or ads with naked, skinny girls</strong><br />
We all hate pop-ups and so do youth. Netflix, stop the insanity! Our panel also did not like email advertising - goes "right into the trash." They notice when TV ads suddenly get very loud, one panelist definitely noticed the music on CW ads (and would go try to find the artist), and another mentioned "don't talk down to me." They want more racial diversity in ads, appreciate unique artsy ads as well. <b>Update:</b> I forgot to mention one of our panelists said he LOVED Facebook ads....</p>

<p><strong>Health information? Just like <a href="http://www.ypulse.com/youth-use-online-confessional-sites-more-than-traditional-hotlines/">our recent survey</a> - Web MD and Google</strong><br />
Only two "health" sites mentioned by our panel....(also mentioned were mom and dad)</p>

<p><strong>Books - it's all about the cover not the Kindle</strong><br />
One panelist said "nothing can replace the physical book" when asked about the Kindle. They want books on their shelves.</p>

<p><strong>Still downloading...</strong><br />
Most of our panel downloads free music or movies from sites like Bit Torrent and Limewire, except for one of the college students who was busted by the RIAA (ouch). The other college students download from home (not school) for that very reason. I was surprised that two of our panelists mentioned Pandora as a music source (my personal fave). And our "Tech-Not" panelist says she does buy Britney Spears music "cuz she needs our support."</p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Youth Marketing Mashup Afternoon Sessions</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/11/ypulse-youth-marketing-mashup-afternoon-sessions.php" />
    <id>tag:mashup.ypulse.com,2008://8.8576</id>

    <published>2008-11-07T22:06:36Z</published>
    <updated>2008-11-07T22:07:31Z</updated>

    <summary>More coverage from Derek Baird of today&apos;s event...If you can&apos;t see the app below, Click Here Also you can follow attendee tweets on Twitter......</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p>More coverage from <a href="http://www.debaird.net/blendededunet/">Derek Baird</a> of today's event...If you can't see the app below, <a href="http://www.coveritlive.com/index.php?option=com_altcaster&task=siteviewaltcast&altcast_code=bd1a15671b&height=550&width=470" target="_blank" >Click Here</a> Also you can follow <a href="http://search.twitter.com/search?q=%23ymme">attendee tweets on Twitter</a>...</p>

<p><iframe src="http://www.coveritlive.com/index2.php/option=com_altcaster/task=viewaltcast/altcast_code=bd1a15671b/height=550/width=470" scrolling="no" height="550px" width="470px" frameBorder ="0" ></iframe></p>]]>
        
    </content>
</entry>

<entry>
    <title>Day 2 Live Coverage Of The Ypulse Youth Marketing Mashup East</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/11/day-2-live-coverage-of-the-ypulse-youth-marketing-mashup-east.php" />
    <id>tag:mashup.ypulse.com,2008://8.8575</id>

    <published>2008-11-07T13:56:02Z</published>
    <updated>2008-11-07T14:02:40Z</updated>

    <summary>More coverage from Derek Baird of today&apos;s event...If you can&apos;t see the app below, Click Here. Also you can follow attendee tweets on Twitter......</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p>More coverage from <a href="http://www.debaird.net/blendededunet/">Derek Baird</a> of today's event...If you can't see the app below, <a href="http://www.coveritlive.com/index.php?option=com_altcaster&task=siteviewaltcast&altcast_code=a91c9202c6&height=550&width=470" target="_blank" >Click Here.</a> Also you can follow <a href="http://search.twitter.com/search?q=%23ymme">attendee tweets on Twitter</a>...</p>

<p><iframe src="http://www.coveritlive.com/index2.php/option=com_altcaster/task=viewaltcast/altcast_code=a91c9202c6/height=550/width=470" scrolling="no" height="550px" width="470px" frameBorder ="0" ></iframe></p>]]>
        
    </content>
</entry>

<entry>
    <title>Live Coverage Of The Ypulse Youth Marketing Mashup East</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/11/live-coverage-of-the-ypulse-youth-marketing-mashup-east.php" />
    <id>tag:mashup.ypulse.com,2008://8.8574</id>

    <published>2008-11-06T16:35:01Z</published>
    <updated>2008-11-06T16:37:20Z</updated>

    <summary>Derek Baird is live blogging the event today....Also follow attendee tweets on Twitter using the code #ymme....</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.debaird.net/blendededunet/">Derek Baird</a> is live blogging the event today....Also follow attendee tweets on Twitter using the code #ymme. </p>

<p><iframe src="http://www.coveritlive.com/index2.php/option=com_altcaster/task=viewaltcast/altcast_code=8fe1f48f91/height=550/width=470" scrolling="no" height="550px" width="470px" frameBorder ="0" ></iframe></p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Interview: Pano Anthos, CEO, Hangout Industries</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/10/ypulse-interview-pano-anthos-ceo-hangout-industries.php" />
    <id>tag:mashup.ypulse.com,2008://8.8573</id>

    <published>2008-10-30T17:19:32Z</published>
    <updated>2008-10-30T17:20:44Z</updated>

    <summary><![CDATA[One benefit to sponsoring Ypulse events is that we offer sponsors the option of writing a Sponsored Guest Post or doing a sponsored Q&amp;A with me. Hangout Industries, one of our Ypulse Youth Marketing Mashup East conference sponsors, opted for...]]></summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.ypulse.com/wordpress/wp-content/uploads/2008/10/hangoutroom.jpg"><img class="alignnone size-full wp-image-5978" style="float: left; margin: 0 20px 20px 0; border: 0;" title="Hangout.net" src="http://www.ypulse.com/wordpress/wp-content/uploads/2008/10/hangoutroom.jpg" alt="Hangout.net" width="264" height="181" /></a>One benefit to sponsoring Ypulse events is that we offer sponsors the option of writing a Sponsored Guest Post or doing a sponsored Q&amp;A with me. Hangout Industries, one of our <a href="http://mashup.ypulse.com">Ypulse Youth Marketing Mashup East</a> conference sponsors, opted for the interview to share their vision and plans for <a href="http://www.hangout.net/">Hangout.net</a>, a new player in the teen virtual world space.</p>

<p><strong>Ypulse:</strong> How did the idea for Hangout come about and what has been the biggest influence on its direction and development?</p>

<p><strong>Pano Anthos:</strong> Hangout was borne from watching my teenagers interact on Facebook, watching the growth in fascination with Second Life and remembering the impact that the Sims and other video games had on them.</p>

<p>I was introduced to David Brock, a scientist at MIT, who had been working with virtual reality by way of robotics and a large virtual reality Defense Department project. David was interested in building virtual conference rooms for businesses to use. I was brought in to evaluate his thesis. At the demo, he showed me how a PowerPoint presentation could be shared in real-time by one or more users in the conference room. I was and remain very skeptical of business users moving avatars around to conduct meetings on training sessions, instead of using tools like Webex, etc.</p>

<p>But seeing the growth of social networking, the immersive nature of the Sims and the power of casual Flash games, I asked David if he could play videos and music in these spaces.  Within 3 weeks, we had a demo that we put in front of 20 high school students. The reaction was phenomenal!</p>

<p><strong>YP:</strong> How is Hangout different from other virtual worlds for teens like Habbo, Gaia, VSide, etc.?</p>

<p><strong>PA:</strong> The quality and nature of the Hangout experience differentiates it in three principal ways from these other virtual worlds:</p>

<p><strong>Hangout is much more immersive, personally expressive and realistic.</strong> Having full videogame-like 3D capabilities, where you can walk around in 1st person is very powerful. Experiencing a virtual world in the online equivalent of cinematic "objective camera" is fun and compelling.</p>

<p><strong>Hangout is much more casual and web-focused than 3D virtual worlds</strong>: We run in the browser. Our download is 300K as compared to downloads that are 24Mb-60Mb. Our on-ramp is no more involved than loading Flash player on your computer. Hangout is a wider audience opportunity than the 3D spaces because we run across all platforms PC and Mac and run on much lower end machines than any of the 3D virtual world environments.</p>

<p><strong>Hangout is much more secure and personal than any virtual world:</strong> Hangout is about your room and your friends' rooms within your existing social network -- it's not a world where you go around and meet strangers. Your room can travel across any of your social network systems (FB, Myspace, etc.). Strangers cannot enter your room nor meet you without your invitation to do so. Security and privacy is VERY important to teens and to their parents (who are concerned for their kids).</p>

<p><strong>YP:</strong> Describe a typical brand interaction inside Hangout.</p>

<p><strong>PA:</strong> Hangout's brand interaction is entirely realistic -- as it includes virtual representations of real-world brands (with physical products and services). You wear real T-shirts, headphones, etc. You put real posters on your wall. You watch real videos on your virtual room's TV. Everything is as it would be in the real world. Consequently, brand interaction in Hangout is as close to buying the real product as a teen can do without actually buying it.</p>

<p>Our virtual goods can be purchased with Hangout currency called coin. Like other virtual environments, you can earn the coin by playing games, inviting friends and achieving new levels of attainment. The difference is that the brands are naturally self-selective and naturally tiered in terms of value.  A Prada bag is going to be inherently worth more than a non-branded bag.</p>

<p>Before the end of the year, Hangout will be releasing a powerful tool that will enable Hangout to absorb THOUSANDS of brands for users without having to build it in 3D, pulling all of the relevant Web data in with it so kids can see product reviews, pricing, and "click to buy". We are announcing a relationship with Zappos where we are importing all 200 styles of Vans shoes into Hangout automatically. Normally, you would need a 3D artist to render the sneaker and its corresponding textures. We have eliminated both that cost and that process, while integrating the brand and 3D much more tightly.</p>

<p>Hangout currently has the ability for teens to modify existing objects and "morph" them. We are going to migrate each and every object to have that capability. It's the next step in personal expression. If you don't like the size of a Prada bag, re-shape it. And then you can start selling that variation to your on our goods market and make more coin from that.</p>

<p><strong>YP:</strong> What can Mashup attendees expect to learn from your preso/demo?</p>

<p><strong>PA:</strong> They will see the next generation of social networking activity in action. They will see brand interaction at a level of intimacy that wasn't possible before with existing web or 3D applications. They will see media sharing in real-time that content providers are desperate to share with interested audiences. We're looking forward to the YPulse Mashup and look forward to connecting with what promises to be a great collection of attendees!</p>]]>
        
    </content>
</entry>

<entry>
    <title>What&apos;s For Lunch @ The Ypulse Youth Marketing Mashup East?</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/10/whats-for-lunch-the-ypulse-youth-marketing-mashup-east.php" />
    <id>tag:mashup.ypulse.com,2008://8.8570</id>

    <published>2008-10-27T18:02:46Z</published>
    <updated>2008-10-30T17:19:21Z</updated>

    <summary>As Ypulse readers who have attended our Mashup events know, some of the liveliest conversations tend to happen at our &quot;user generated&quot; lunch session where attendees sign up for a table where a topical discussion is being led by another...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p>As Ypulse readers who have attended our Mashup events know, some of the liveliest conversations tend to happen at our "user generated" lunch session where attendees sign up for a table where a topical discussion is being led by another attendee. Part of what's cool about Ypulse events is that our attendees are often experts in their own right who could just as well be on the podium speaking as in the audience asking questions. Here is just some of what our attendees/experts will be talking about over lunch at <a href="http://mashup.ypulse.com">the Ypulse Youth Marketing Mashup conference</a> in Boston next week.</p>

<p><strong>Attendee tables:</strong></p>

<p><strong>Making Your School Cool:</strong> Reaching prospective college students and their parents, George T. Comeau, Managing Associate Director, <a href="http://suffolk.edu/">Suffolk University</a></p>

<p><strong>Breaking Down The '08 Vote:</strong> The Role of Technology in Connecting, Engaging, and Mobilizing Young Voters, Brian Rech, Principal, <a href="http://www.echoditto.com/">Echo Ditto</a></p>

<p><strong>Finding Teen Brand Ambassadors Online,</strong> Austin Lavin, <a href="http://www.myfirstpaycheck.com">MyFirstPaycheck</a></p>

<p><strong>Youth, Non-Profts &amp; Social Media,</strong> Allison Hauser, <a href="http://marchofdimes.com/">March of Dimes</a></p>

<p><strong>Gaming Goes Mainstream:</strong> How all teens are playing videogames, Robin Boyar, Founder, <a href="http://thinktank8.com/">thinktank research and strategy</a></p>

<p><strong>Millennial Branding 2.0,</strong> <a href="http://personalbrandingblog.wordpress.com/">Dan Schawbel,</a> Social Media Specialist, EMC Corp.</p>

<p><strong>Beyond the Book:</strong> How Gen Y Reads in the Digital Age, Meredith Sires, Managing Editor, Ypulse</p>

<p><strong>How Non-Profit Organizations Can Successfully Work With Brands,</strong> Meredith Hollingsworth, Corporate Partnerships Director, <a href="http://www.cityyear.org">City Year</a></p>

<p><strong>How Commercial Sites For Youth Can Contribute to New Media Literacies,</strong> Deja Elana Swartz, <a href="http://www.projectnml.org">Project New Media Literacies</a>, MIT</p>

<p><strong>Sponsor tables:</strong></p>

<p><strong>Moving Offline Brands Into Online Engagement,</strong> Pano Anthos, President and CEO, <a href="http://www.hangout.net/">Hangout Industries</a></p>

<p><strong>Campus Event Marketing:</strong> What works? Daniel Coates, <a href="http://www.surveyu.com">SurveyU</a></p>

<p><strong>Cost Per Acquisition Advertising,</strong> a bright spot in a down market, Geoff Cook, CEO, <a href="http://www.myyearbook.com">myYearbook</a></p>

<p><strong>Instant Messaging:</strong> Where Is It headed?, Jeff Bishop, President, Reach Messaging</p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Interview: Manish Chandra, CEO, Kaboodle</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/10/ypulse-interview-manish-chandra-ceo-kaboodle.php" />
    <id>tag:mashup.ypulse.com,2008://8.8567</id>

    <published>2008-10-24T18:21:59Z</published>
    <updated>2008-10-24T18:22:43Z</updated>

    <summary>Manish Chandra is the co-founder and CEO of Kaboodle, a fantastic social shopping community (now owned by Hearst) that allows users to discover, recommend and share their favorite products. In the past two years, Kaboodle has drawn in more than...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.ypulse.com/wordpress/wp-content/uploads/2008/10/manish1.jpg"><img class="alignnone size-full wp-image-5930" style="float: left; margin: 0 20px 20px 0; border: 0;" title="Manish Chandra" src="http://www.ypulse.com/wordpress/wp-content/uploads/2008/10/manish1.jpg" alt="Manish Chandra" width="170" height="178" /></a>Manish Chandra is the co-founder and CEO of <a href="http://www.kaboodle.com">Kaboodle</a>, a fantastic social shopping community (now owned by Hearst) that allows users to discover, recommend and share their favorite products. In the past two years, Kaboodle has drawn in more than 550,000 registered users and over 7 million monthly visitors. Manish will be speaking on the "How to Reach Youth on Social Networks" panel at next month's <a href="http://mashup.ypulse.com">Ypulse Youth Marketing Mashup East</a> in Boston.</p>

<p><strong>Ypulse:</strong>What inspired you to start Kaboodle?</p>

<p><strong>Manish Chandra:</strong> My wife and I were in the process of remodeling our home and we found that discovering new products, finding new brands and sharing any information online were all very difficult. There wasn't any one place in which we could share and communicate about our shopping finds and keep track of all our favorite things.  Kaboodle was born out of a personal need that turns out to be quite universal.</p>

<p><strong>YP:</strong> What do you think teens or the younger generation demand from the online shopping experience?</p>

<p><strong>MC:</strong> The shopping experience needs to be both fun and personal. Teens and the younger generation are very savvy online and have a strong sense of self-expression.  These groups tend to gravitate towards interactive experiences.  Using creative online shopping features, such the ability to create a Styleboard, and then share it with others, fosters interaction among these groups and is very important as it further integrates shopping into their broader online lives.</p>

<p><strong>YP:</strong> What feature on Kaboodle is especially popular with young adults/why?</p>

<p><strong>MC:</strong> The two features that really appeal to young adults are our Styleboards and Help Me Choose polls. Styleboards allow shoppers to combine a set of items from anywhere online and create a personalized display of their online finds.   Styleboards allow users to creatively show off items in a variety of visually interesting ways much like a magazine spread.  Our Help Me Choose polls allow users to take 2-3 items and ask their friends and the Kaboodle community which is the best or most appropriate item for them. Both these features enhance the social interaction among our community and provide tools so users can add their own personal touch.</p>

<p><strong>YP:</strong> What new features or initiatives do you have planned for Kaboodle in 09?</p>

<p><strong>MC:</strong> Kaboodle will be offering a broader platform for online contests that allows us to partner with brands and retailers more frequently and also gives our community more fun ways to interact with each other. We will also be offering support for integrating photos and products so people can tag photos with the products that are being used in the photo.</p>

<p><strong>YP:</strong> Anything else you think Ypulse readers should know?</p>

<p><strong>MC:</strong> While Kaboodle is all about making shopping social and fun, one of the simple but powerful things that we offer are the Kaboodle buttons. The buttons allows users to quickly add products from any retailer's website and organize their shopping effortlessly. No more book marks, saved pictures in folders or other painful ways of saving the products you want to look at or share. Kaboodle buttons make it real easy with a simple click to save anything from any retailer on the web.</p>]]>
        
    </content>
</entry>

<entry>
    <title>Ypulse Interview: Allison Mooney, Senior Director, Fleishman-Hillard</title>
    <link rel="alternate" type="text/html" href="http://www.ypulse.com/wordpress/east_2008/2008/10/ypulse-interview-allison-mooney-senior-director-fleishman-hillard.php" />
    <id>tag:mashup.ypulse.com,2008://8.8566</id>

    <published>2008-10-22T19:24:11Z</published>
    <updated>2008-10-22T19:24:47Z</updated>

    <summary>Allison Mooney is the senior director of trends and research at Next Great Thing, the youth mobile marketing division of Fleishman-Hillard. There, she tracks mobile trends and innovations with an emphasis on teens. In addition to regularly contributing to NGT&apos;s...</summary>
    <author>
        <name>anastasia</name>
        <uri>www.ypulse.com</uri>
    </author>
    
    
    <content type="html" xml:lang="en" xml:base="http://www.ypulse.com/wordpress/east_2008/">
        <![CDATA[<p><a href="http://www.ypulse.com/wordpress/wp-content/uploads/2008/10/advisor_mooney.jpg"><img src="http://www.ypulse.com/wordpress/wp-content/uploads/2008/10/advisor_mooney.jpg" alt="Allison Mooney" title="Allison Mooney" width="100" height="100" style="float: left; margin: 0 20px 20px 0; border: 0;" class="alignnone size-full wp-image-5891" /></a>Allison Mooney is the senior director of trends and research at <a href="http://www.nextgreatthing.com">Next Great Thing</a>, the youth mobile marketing division of Fleishman-Hillard. There, she tracks mobile trends and innovations with an emphasis on teens. In addition to regularly contributing to NGT's blog, Allison has also written for publications like PSFK, Radar, and Glamour. She will be the moderator on the "Make Your Message Mobile" panel at next month's <a href="http://www.poynter.org/column.asp?id=101&aid=152327">Ypulse Youth Marketing Mashup East</a> in Boston.</p>

<p><strong>Ypulse:</strong> Can you tell us a little bit about your role at Fleishman-Hillard?</p>

<p><strong>Allison Mooney:</strong> Sure. Well, we're actually just launching a new Omnicom Group company, managed by FH, called Mobile Behavior that I'm working on. My role there will be Director of Behavioral Planning. I'll still be keeping an eye on youth, but with a focus on their mobile behavior, as well as trends in the mobile space. So for instance, how young people are using their phones, what services they like, what they want on mobile, etc. Then I'll work on creative strategy and how brands should behave, in turn.</p>

<p><strong>YP:</strong> What are the five websites that you never go a day without reading?</p>

<p><strong>AM:</strong> There are tons and tons of great sites on my Google Reader, but it intimidates me.... To cut back on information overload, I'll subscribe to select newsletters. Those include (in no particular order): <a href="http://www.mobilemarketer.com/" target="_blank">mobilemarketer.com</a>, <a href="http://www.mediabistro.com/mobilecontenttoday/" target="_blank">mobile content today</a>, <a href="http://www.trendcentral.com/" target="_blank">TrendCentral</a>, Ypulse (obviously), and <a href="http://www.smartbrief.com/ctia/" target="_blank">CTIA Smartbrief</a>. I read <a href="http://www.psfk.com/" target="_blank">PSFK.com</a> religiously (and write for them as well.) To get the rest of my news, I go on Twitter, Facebook, and Tumblr and see what friends are talking about. Their status updates are my new RSS feeds.</p>

<p><strong>YP:</strong> How has your previous magazine experience prepared you for a career based around trendspotting?</p>

<p><strong>AM:</strong> Magazine writers and editors are essentially trendspotters, just look at the front of any popular magazine--it's all trends, new products and emerging talents. One key thing I learned was the Rule of Three, i.e. that three makes a trend. So a lot of what I did entailed reading blogs, talking to people, staying current, and waiting for that third thing to happen so I could pitch it:). It also taught me how to write quickly and succinctly, which has been invaluable for me as a blogger on our site <a href="http://www.nextgreatthing.com/" target="_blank">www.nextgreatthing.com</a>.</p>

<p><strong>YP:</strong> What can Ypulse Mashup attendees expect to learn from your panel in November?</p>

<p><strong>AM:</strong> That they have a lot to learn about mobile. There's a lot of curiosity around it because it's new and ripe with opportunity, especially for youth marketers, but this is leading to many missteps and misconceptions. I'm hoping to address these with the panelists and hear their take on youth mobile culture, new technologies and practical applications, as well as marketing approaches and best practices.  Expect some heated debates!</p>

<p><strong>YP:</strong> What are the top three mobile trends we should be looking for in '09?</p>

<p><strong>AM:</strong> Funny you should ask... I actually have a series going on our site called Top Mobile Trends, so every Monday I post a new one. Out of those, I would say <a href="http://www.nextgreatthing.com/wordpress/2008/09/23/top-mobile-trends-location-curation/" target="_blank">Location Curation</a>, <a href="http://www.nextgreatthing.com/wordpress/2008/09/15/top-mobile-trends-multimedia-microblogging/" target="_blank">Multimedia Microblogging</a>, and <a href="http://www.nextgreatthing.com/wordpress/2008/10/13/top-mobile-trends-interactive-media/" target="_blank">Interactive Media</a> are the three that will most define the future of mobile marketing.</p>]]>
        
    </content>
</entry>

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