I am at the Design Council this morning for the great debate about parents, children, marketing and social media. And of course us ‘mummy bloggers’ are at the heart of this discussion.
On the panel:
Jules Kendrick, Mumsnet
Jane Rumble, Ofcom
Julie Adair, exBBC and Disney
Maurice Wheeler, Coco
Here’s some more about what is being discussed today:
Seen through the prism of the family, this session is investigating the dynamics of the socially connected family unit and how marketers engage. We’ll explore how children and parents use social media both separately and together and the effects of this on relationships between the generations.
Marketing in its purest form should enable parents and children to make informed decisions about what’s best for their family. Social media can simplify and empower this process in a way that’s never existed before.
This presents opportunities and challenges for brands and their marketers, in a sensitive but important area. Taking a look at the latest research, our panel will discuss how marketers can support the family and answer those critical questions: “What’s new?” and “Who’s doing it well?” as well as providing plenty of time for Q&A with the audience.
- What’s the latest thinking on social media and family dynamics?
- How is social media affecting brand engagement and purchasing?
- How can brands engage positively with families using social media?
- What are the new opportunities to engage with the family?
- What’s ‘Best practice’ communications with families and children?
- Potential impacts of the Bailey report and OFCOM digital literacy research?
I really enjoyed the Ofcom research data which shows how kids consume media and their attitudes towards it. It highlighted the fact that parents don’t know enough about emerging media and the internet landscape – if ever there was a case for educating adults, this is it. According to the research, one anecdote described how a nine year old chose the model and make of phone for his parent because he was better placed to do so. Several references were made to how savvy kids are online. I beg to differ, children are not equipped to deal with the vast array of what’s out there. We just have a knowledge gap and it needs to be filled. The panel was quite useful and I always love to hear people with direct experience talk about the work they’ve done. I think I set my sights a little too high as interestingly, the panel was unable to answer my question about the next steps following the Childrens Panel debate with government in October 2011. If you are interested, the results are here.