The Ocean Agency

Of interest to interactive marketing agencies everywhere, a report was released yesterday which found that only 8% of online teens use Twitter:

What makes this even more interesting is that 93% of teens are online:

These figures illustrate something really important about teenagers: They care about their friends and their actual physical network. Moreover, psychology has taught us that many teenagers) are terrible at planning ahead and thinking about the future. They live in the moment and with the consequences. The prefrontal cortex, the part of your brain that is most involved in future planning and decision making, does not fully develop until your early 20s.

What does this have to do with “public” information sharing, like Twitter or blogging?

1) In order to blog or tweet, you inherently have to believe that you have something remotely valuable to say. This requires both a sense of personal identity and self-esteem, both of which are developing during the teen years.

2) Tweeting and blogging are linked to “personal branding” more than anything else. Personal branding requires foresight, introspection and networking with people who aren’t your “real” friends. If teens are deeply focused on physical friendship and developing a personal identity, the link between Twitter, blogs and personal branding might be seen as “lame” or inauthentic.

If teens don’t tweet or blog, how do you target teens with an interactive marketing campaign?

1) Target teens through their social graph, and create content that will give them social capital within their real life circle of friends:

A deal, discount or contest may not be enough. For teens to pay attention, creates something innovative that will make them look good within their group of friends.

2) SMS campaigns work:

We have seen SMS campaigns take off. Texting is something that is natural to teenagers, and because its ubiquitous and easy it’s accepted by teens everywhere.

So these tactics are working now, but what about the near future?

1) Video:

Check your social networks. Are you starting to see more Skype and Google video chats going on? Video-chatting is big among teens because it reinforces the bonds with their physical friend network, and it’s easier than a phone call or text if you really want to talk to someone. It’s the most rewarding virtual hang out.

Businesses and brands can do much more with video chatting. Whether it be in the customer service, branding or public relations realm.

2) Mobile application tie-ins

This year, the Dockers Super Bowl commercial will feature a tie in with “Shazzam,” one of the most popular smart phone applications out there. Shazzam tells you the artist and album of any song that is playing where you are — just hold up your phone. For the Dockers ad, if you utilize Shazzam during the commercial, it will take you to a site where you can download the jingle from the commercial.

It is innovative thoughts like these — taking services that teens already use and creating new uses — that have a big impact.

Businesses should aim to find tie-ins with well-known and well-used mobile applications.

3) Geo-location (that makes sense)

I’m not talking Foursquare. I’m talking geo-location tools that are relevant to teens — location tools that quickly and easily show them where there friends are. Think Facebook with check-ins that are broadcasted to who you want, when you want.

Alright youth-obsessed society, let’s talk about how to target teens with interactive marketing!