Friday, February 3, 2012

Get Technology Off My Back: Teenage POV on the Need for Tech Integration


Tyler Headley is a sophomore attending high school in the Pacific Northwest. He writes for us about tech, the user experience and social media - and his ideas about making changes that match the lifestyle of today's youth. If you have questions for Ty, please leave a comment below.

When you walk into a high school, you may first think that you’ve walked into a retirement facility. Why? All the kids are hunched over, trying to evenly spread the heavy weight of their backpacks over their backs.
When people think of individuals who have a lot of equipment, they often think of soldiers. Soldiers have to carry a ton of equipment ranging from their guns, to their boots and trademark sunglasses, to their backpacks.

What if I told you that the average high school student has to carry even more tools?

While this may be a bit of an exaggeration, it’s not that far from the truth. On an average day, my school backpack exceeds 26 pounds! The two biggest culprits are the computer and the textbooks, both of which are necessary for school. My backpack is also home to my bulky calculator and cell phone - all four of which are necessities for modern life at a high school.

It may come as a shock to some, but the school library is almost never used (at least for research).

Since the invention of the personal computer, aka the laptop (yes, the thing you are probably using to read this article), libraries everywhere have been hit pretty hard. Now all the information a student might want is located right at their fingertips, eliminating the need to even look up the author's name to find the book they need.

The computer has also morphed into the center of more than one kid’s life. Why shouldn’t it? One study found that teens spend almost four hours on their computer per day because it is now essential for schoolwork. Computers have revolutionized the way we do schoolwork (I search for my homework, take timed tests online, set up meetings with teachers through email, etc.).

Because we use them so much we are often marketed to on our computers through spam or online ads. If you’re going to market to a teen, please don’t do it through spam. All students hate receiving spam emails and schools usually put incredibly good spam filters on their email servers.

High school. The land of the young hunchback.

The main source of the backbreaking weight is our textbooks. They are behemoth monsters with more than three hundred pages and thick covers. When you say textbook, I think pain. Most textbooks cost an outrageous amount of money, making them not only heavy and inefficient, but also expensive.

With modern technology, I would have expected the textbook to become obsolete by now, but amazingly they haven’t. Many people point to the iPad as the future of the textbook, but with the hefty price and the fact that not all textbooks are available online, the iPad isn’t the future…yet.

The third source of pain for the student is the calculator.

By high school, the calculator of choice (a big hunk of a TI-84) is not only large and hard to use, but it’s also very expensive. With a price tag hovering around $100, perhaps someone will (please) come up with an alternative sometime soon. Some people ask, why can’t you just use your computer? Well, you need to have the entire advanced feature set of a calculator (graphing, advanced functions, sometimes even finding ‘x’ through a matrix), and since time is of the essence on a test, it is much quicker when you have the designated buttons of a calculator rather than having to type the equation from your computer.

It's not just dial tone, its personal!

These three tools—computer, textbook, and calculator—all cause varying degrees of physical and fiscal pain for students. But what about the phone? Almost every student I know has a phone because it’s great for keeping in touch with friends, checking the latest Facebook post, and calling your parents when you need them to pick you up.

However, phones aren’t used for school work. This is because you can’t type up papers on your phone – it doesn't have a keyboard, and they’re too small to use for reading books. Can we use them for calculators? No, because either the phone’s calculator isn’t powerful enough or it doesn’t have the features we need (such as the graphing part of the graphing calculators we need for school).

Perhaps there is a way to combine the computer, textbooks, and calculator, but so far nothing does what I need.

The iPad comes close, but doesn’t quite hit the mark – it’s too expensive, doesn’t offer everything a student needs, and is actually a little too large. All of these tools are necessities for students and they all cost a fair amount of money, though are used frequently (and sometimes too much) by students. Students are large spenders, and these tools listed above are the best way to market. So when you visit the jungle of the hunchback (by which I mean a high school), keep in mind that there is no way for them to lose the weight, at least for now.

For the sake of my back, I hope someone can merge these vital resources soon.

Thursday, December 29, 2011

My debut on KSCO radio! It was thrilling!

MZ at the helm, making talk radio happen!
When KGO decided to crush it's listeners by firing their talent and moving from talk to all news, I was devastated. Until the change, I didn't realize how much the rhythms and sounds of the station were my queues for daily living. News on the hour helped me stay focused. Gil Gross' dulcet tones helped me write in the afternoon. Len Tillem meant Katie would soon be home from school.

And then it was gone: in an instant.

In the noise that ensued, a local station, KSCO here in Santa Cruz, made a move to grab listeners because it offers something we care about: talk. Listeners can call in and actually discuss issues with the radio hosts. Wonderful.

I noticed KSCO didn't appear to have a social media strategy and since that's what I do, I sent an email to Michael Zwerling (MZ to his fans), the station owner. I honestly didn't expect to get a response - the man was so busy with all chaos created by KGO. He was courting new talk show hosts, boosting his online streaming to extend his reach; he was busy. When he called me, I was surprised! We started a conversation that has been going on for a couple weeks now.

So yesterday, Michael invited me down to the station for a tour. I arrived at 11:58 and had no idea he was going on the air in two minutes. He ushered me and a nice guy named Glen into the studio. Glen had planned to be there and had no idea what I was doing there. I assured him I was only there for a tour. MZ had me sit down in a chair - in front of a microphone - and had me put on the headphones. And away we went!

I wasn't sure if I was supposed to talk. But I was invited into the conversation which was interesting, rangy and provocative. Since the subject was media and content, I actually had something to say and spoke to those topics. Glen was working hard to get the audience engaged and we ended up talking about sex, Howard Stern and Rush Limbaugh - did I mention it was a rangy discussion?


I have to admit, I had a blast. I can cross that off my bucket list. It was fun! I loved hearing the callers from the "host" side of things and listening was a very different experience. KSCO's audience is very passionate and I can tell they love their station as much as we KGO fans loved ours.

I still need to nail MZ down on that social media strategy, but in the meantime, I am grateful for the very unique experience. What a great time I had talking, listening and participating in such an interesting form of communication. Wow!

Friday, December 16, 2011

New Client: Animoto Helps Us Promote Our Business

We are thrilled to welcome a new client: Animoto! If you haven't played with Animoto yet, we invite you to give it a try! We did this little capabilites video for Listen2Youth with the Animoto Plus product (which is rather affordable and  my daughter Katie already has her eye on it to make her next video!).



I also used Animoto to create this video of our middle school band's winter concert!



While it took us a little while to determine the content, making our capabilities video was easy and fun. We recommend it to any business who'd like to "show" instead of "tell" what you do!

Tuesday, December 13, 2011

2011 Roared By, 2012 Looking Good

You know it was a busy year when you drop back into your company blog and find out you haven't posted in 12 months!

Lynn and I have been very busy this year working with Cisco and Logitech on some terrific projects. We have links to the social media activities over on the left. Along the way we also volunteered for our kids' schools and brought our "marketing expertise" to those teams working to help the schools excel.

We are tuning up for 2012 with some renewed energy as some new clients will be coming on board and new products will start rolling out. It's a very exciting time and we hope the movement we are seeing in Silicon Valley bodes well for the economy.

Happy holidays!

Thursday, December 9, 2010

KissMetrics Offers Great Tips for Creating Your Social Media Profile

The folks at KissMetrics write an excellent blog post on the 10 Elements of a Successful Social Media Profile. They make great points about consistency across profiles and authenticity in posting (like use a photo of yourself  for your personal profiles, not an avatar or object).

Creating a successful social media profile for your company is as important as doing it for yourself. Using these points as a guideline for your company can help you create a clear, unified voice that customers will recognize no matter where they find your business - on Facebook, your website, on Twitter or LinkedIn.

We can help you create this identity. With our background in brand marketing and social media, we can help you define your company's personality and then establish a social media strategy for on-going engagement and listening. Let's us know how we can help.

Friday, October 15, 2010

Three (Social Media) Things You Can Do Right Now to Help Your Brand

If social media scares you - and based on a new study this isn't a bad assumption - you don't have to jump in with both feet. In fact, there are three easy ways you can get your feet wet without making a huge commitment.

And you can help your brand.

This isn't size specific and these small things will help you stay on top of what's being said about your brand (or business - or you!) and that is the first step in getting involved with social media. These are easy, easy things. So there's no excuse for not getting started.

1. Set up Google Alerts.
Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. In this case, set one up for your brand - and don't forget to do one for your name! When you do, add quotes around the search to make sure you get a focused report (for example, for me I use "Jennifer Carole" as the search term).

2. Set up a Twitter Search.
You can do a simple search to find conversations surrounding your brand. You can make it even better by adding and advanced search to find comments that are local, timely or include sentiment.

3. Use your "brand" name whenever you post.
If you post to LinkedIn, YouTube, Twitter, Facebook, or comment on a blog, be sure to work in your brand name as part of the post. These properties are indexed by Google and the better you are about promoting your brand, the better chance you have of improving your search results.

Do you have other "low hanging fruit" ideas to share? Let us know - add your comment to this blog! And don't ever forget the importance of promoting your personal brand (your name) along the way!
  

Tuesday, October 5, 2010

The Value of Youth as an Emerging Market: Key Requirements for Online Services

We just wrapped a study with a proprietary panel looking at an online tool that would normally be considered a "business product" focusing on the user experience and new features. But we did something a little bit different. We threw our teen panel into the mix.

This younger audience really shifted the results.

As it turns out, the youngest person on the proprietary panel was 28 years old. The our teen panel members who participated were roughly 17 to 22. Almost a decade in age difference and if we looked at mean age, roughly a generation.

We called the teens the "emerging market."

What we found is this emerging market shared a few characteristics that may not surprise you - but could influence how you are developing products. Here's a quick list:
  1. Make it social. No kidding. You might know that but you may not have embraced it. They want to share, share, share and anything you develop needs hooks into their social world from Facebook to YouTube.

  2. Let them integrate SMS (texting) and IM. These are the tools they use to "spread the word" and take things viral. Include them in your specs.

  3. They will put up with clunkyness. You don't have to get it perfectly perfect. Younger people have a much higher tolerance for clicking around to find what they need. That doesn't mean your service shouldn't work well, it should, but if you don't get the user experience right at first, they will help you figure out the right way to do it based on their user patterns.
Want to know more about what we can do for you? Let us know. We can set up a proprietary panel for you using your customers and/or you can tap our youth panel .