DAY 1 – Virtual Communications Hit the Sweet Spot

Filing back into the conference room after lunch there was chorus of oohs and aahs as ToyCon’ers found assorted cupcakes on their tables. Provided by panelist Barbara Jones, the extra desserts in the desert provided a sugar rush that kick-started the afternoon’s discussion of how to hit the consumer’s sweet spot via social networking.

ToyCon Committee Vice Chair Nancy Zwiers (Funosophy, Inc.) doubled-up her responsibilities by serving as session moderator, welcoming panelists Barbara Jones of One2One Network, Susan Nia (Fix8), and Chuck Scothon (Mattel Digital Network).

The discussion began with baseline definitions of Web 1.0; Web 2.0; and Web 3.0. We were reminded that web-based communications have morphed from one-way outbound communications to the shared development of content that comes via virtual communities. Social media is a two way conversation that requires all of us to think about “being there” when consumers are looking for that connection. Content needs to be shareable. Emotion is what makes something viral. And we have to put the work into making something viral.

The panelists provided data that explained how digital platforms have reached critical mass in the U.S. Girls are transitioning from traditional to virtual play at seven and boys transition at six . . . this is additive play, not replacement play.

A few of the additional data points that this blogger found interesting . . .

The Internet is playing a bigger and bigger role in purchase decision making: 78% of consumers say that ads don’t have the information they need to make a decision . . . that’s why they go online to shop.

In a study of 6 major retailers, multi-channel shoppers spent 37% to 61% more in-store than online. 75% of respondents choose retailers and products based on what they learn online. 49% of U.S. connected consumers have made a purchase based on a recommendation gotten through a social media site.

Who are Mom Bloggers? Most are in the age range of 25-40, have an average of two children, hold a BS degree, and have a household income of $75K. There is a GREAT diversity of blogs, moms yield economic power, they are articulate and passionate, and exert tremendous influence.

When entering the online community arena, Usernamecheck.com and Knowem.com are great ways to find out whether your organization name is already being used.

And during a great discussion of social media sites, one of the panelists used this analogy:

- ­Twitter is like a cocktail party (conversations are short and you move around often and quickly)
­- Facebook is like a house party (you have closer friends and spend more time engaging with them).