RCBB CCS Case Competition Sample
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Teen smartphone ownership and usage of alternative social media like Instagram, Snapchat, and Tumblr is increasing, while engagement with Facebook is declining. A successful awareness campaign for teens must appeal to their changing media preferences by targeting these alternative channels. The campaign should involve teens in developing and implementing the strategy to leverage their insights and engagement.
![“We believe that some of our users,
particularly our younger users […]
have reduced their engagement
with Facebook in favor of
increased engagement with
other products and services
such as Instagram. In the event that
our users increasingly engage with other
products and services, we may experience
a decline in user engagement…”
- Form 10-K (Feb 1, 2013)](https://image.slidesharecdn.com/rcbbcasecompsample-130423233143-phpapp01/85/RCBB-CCS-Case-Competition-Sample-4-320.jpg)
RCBB CCS Case Competition Sample
- 1. Mobile internet usage varies significantly by demographic… 23% 37% 2011 2012 Smartphoneownership amongteens A successful awareness campaign must appeal to teens’ media consumption preferences Teens Adults +14% … And smartphones represent the fastest growing segment for teens Source: Teens and Technology 2013, Pew Research Center Berkman Center for Internet & Society at Harvard University (March 2013) Slide 1 of 20 RCBB Case Competition March 2013
- 3. “People share, read and generally engage more with any type of content when it’s surfaced through friends & people they know and trust.” - Malorie Lucich, Facebook
- 4. “We believe that some of our users, particularly our younger users […] have reduced their engagement with Facebook in favor of increased engagement with other products and services such as Instagram. In the event that our users increasingly engage with other products and services, we may experience a decline in user engagement…” - Form 10-K (Feb 1, 2013)
- 5. CCS should target alternative social media channels to take advantage of teens’ changing preferences Snapchat Instagram Twitter Tumblr Facebook Usage by teens aged 13-18 Facebook is out… … Tumblr, Twitter, Instagram, Snapchat, and YouTube are in Scope – Highly penetrated: ‘main networking site’ for 68% of teens Social – 38% of teens would feel offended if parents spied on them with parental controls; no connections outside of immediate school environment Source: Tenth Grade Tech Trends: My survey data says rumors of Facebook demise exaggerated, but Snapchat and Instagram real, Y Combinator (January 2013) Social – Less spam, more convenience; opportunities for creativity, interactivity, and sharing; highly ‘snackable’ Novelty factor Slide 5 of 20 RCBB Case Competition March 2013
- 6. Slide 6 of 20 RCBB Case Competition March 2013
- 7. “Pheed is feeding the insatiable thirst among high school students for a new digital experience. The iPhone app, which debuted in November, has zoomed to the top free app in social media, besting Twitter and Facebook.” - USA Today (February 2013) Pheed allows youth to be engaged in the development and implementation of the strategy itself Pheed combines the best of each social media network Slide 7 of 20 RCBB Case Competition March 2013