Ad:Tech Day2 - teens speak out [MUST READ POST]

Keynote 3 - Teens Speak Out - Moderated by Alloy Media+Marketing
Panel group of teens (high school mostly) discuss topics, devices and tactics important to them.  interesting realities for a lot of us.  I am enlightened that there are still strong relationships with parents, and a desire to achieve. Technology enables their lives and all indicated that they would not want to be without their PC's and Phones.

"Cool to be good" as a topic and theme was interesting to me and great (IMHO). These teens sniff out companies, products, services that they see are "good" companies.  Mischief seemed to be minimal, getting involved seemed more interesting to them. To validate this point 89% said they would switch brands to companies they see as being socially responsible.  They have a quest to want to feel important/involved/engaged in the globe, not just their little world. All good things to hear as a parent.

On the topic of "viral or virality" there was an interesting thought process on how they choose to pass content through their "filter" then they will tend to pass it along or not based on what they view.  They feel that the video has to be from a trusted source (YouTube). But, they are becoming skeptical of all the "american idol wanna-be's" and phony videos where people just want their face to be famous.  Saturation is frustrating and loses authenticity. They do pass along deals, things important to them, well produced things, and of course things that they find funny.

On Open Architecture, namely "facebook applications" they feel that there are too many.  Hard to figure out what apps are real and what are silly & useless. Facebook was seen as a better place to be than MySpace because Myspace has too much going on. They all indicated that photos were important and the basis of who you are on the social network. The applications need to be screened and qualified. Sponsorship is ok but it REALLY has to have value and that is hard to figure out. Causes and groups are being overly exploited and "look at me, arent i important". 

Quotes and the like:

• I get served car ads all the time - i cant afford, not interested in a car
• Desire a single device that does it all - TV, Movies, Mobile, Social networks, etc.
• Use social networks to stay connected to friends.  All seem to focus on a few (1-3) not every one.
• Games are important, but not as highly interesting to them as i would have thought - they did like the "live" elements of PS3/Xbox
• Virtual worlds were depicted as good for middle schoolers that dont have any options [couldn't be more true] as their options to get out and socialized increased, SecondLife stuff bored them.
• Social networks are over saturated - myspace in particular, is burying people with advertising and subtle would be a better tactic, than overt advertising
• the ads are not tuned out, but they dont often see the value in the ad...however, they are receptive.
• Concerned about virus' so they tend not to "click" things that they arent certain of
• Find text advertising to be incredibly annoying unless they can specifically recall actually signing up for the service/promos.
• Games for lame giveaways like t-shirts or pack of skittles are annoying and pointless, they would rather see company give the value of the giveaway and donate it to worthy charities. That vs. the giveaway ties them to the brand.
• Notification of social responsibility in companies comes from WOM, PR, and some trusted news sources.
• Dont try to be Hip & Cool - unless you are cool...you cant buy cool.
• Marketing should prove you are responsible and "get it"
• concerned about people stealing their photos, and intellectual property, and are very concerned about their privacy and security.
• Some concerns that getting very involved in a site and they worry about it closing down (small sites have a tough battle - have to build trust)
• Trust is earned - nothing specifically will make a teen trust a site.

Sites/services referenced: Hulu.com, Facebook, myspace, Hi-5, Youth Noise, WOW!, freerice, shopbob, youtube.

Overall

One of the best panels i have seen in a couple years at a conference. Pay attention to your audience or you are nothing more than the crusty ol' dean with a whole lotta nothing to say, and absolutely NO authenticity. They see through you quicker than shit.