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Communication for the next generation

A Media Trust guide / funded by v / sponsored by Virgin Mobile Click here to start > Communication for the next generation Media Trust Menu Bringing the media industry and charities together

‘Communication for the next generation’ is a guide for

How to view this guide not for proﬁt organisations on how to communicate with, This is an interactive pdf. and market to, young people. Top professionals from the To view the document media industry and voluntary sector have contributed click on any text that is coloured green. their insight and perspectives on how to excite, inspire and connect with this audience.This eclectic mix of opinions provides practical tips and advice as well as ideas and inspiration.

Katie Simpson Head of Youth Media Media Trust

Five of the best bits from inside 1 2 3 4 5 Welcome Comm unication f or the ne xt generation Media Trust B a ck > I n t r o d u c t i on B ri g h t y o u n g t h i n g s Bringing the media industry and charities together G e n Y E n ga gi n g y o u n g v o l u n t e e‘Communication rs for the next generation’ is a guide for S a y a l o t f o r a l i t t l e How to view this guideI n v e n t i v e i d e as not for proﬁt organisations on how to communicate with, This is an interactive pdf.C o m m u n i t y N e w s w i re and market to, young people. Top professionals from the To view the documentM e d i a M a t c h i ng media industry and voluntary sector have contributed click on anyC h atext n gi nthat g m is e d i a l a n d s c ap e s coloured green. T h e f r a g m e n t e d m e d i a wtheir o rld insight and perspectives on how to excite, inspire H o w n o t t o a l i e n a t e y o u r anda u d i e nconnect c e , d a d d y -with o! this audience.This eclectic mix of D u a l b r a n ds M u l t i - m e d ia opinions provides practical tips and advice as well C e l e b ri t y e n d o rs e m e nt as ideas and inspiration. C l a s s i c m e d i a C h a ri t y c a m p a i g ns Katie Simpson H e a t e d a b o u t m a gs Head of Youth Media N u t s a b o u t m a gs Media Trust M a k i n g w a v es T V : s t i l l s t r o ng T V : n o T r o u b l e a t al l N e w m e d i a W e b m a n ia B B C B l a st B l o g s a n d p o d c a s t i ng M y S p a ce 5 C r e a t i n g o n l i n e c o m m u n i t i es G e n e r a t i o n W hy V i r a l m a r k e t i ng Five of the best bits from Minside o b i l e m a r k e t i ng J a r g o n b u s t er 1 2 3 4 5 C r e d i ts Welcome Communication for the next generation Media Trust Menu Bringing the media industry and charities together

‘Communication for the next generation’ is a guide for

Katie Simpson Head of Youth Media Media Trust

Avoid ‘yoof’ speak Young people are more savvy than you can imagine, they see through adult-created content that mimics youth language in seconds. Instead, try to genuinely connect with them on their wavelength by spending time getting to know them and get them, the user, to create your content. 1 2 3 4 5 Welcome Comm unication f or the ne xt generation Media Trust B a ck > I n t r o d u c t i on B ri g h t y o u n g t h i n g s Bringing the media industry and charities together G e n Y E n ga gi n g y o u n g v o l u n t e e‘Communication rs for the next generation’ is a guide for S a y a l o t f o r a l i t t l e How to view this guideI n v e n t i v e i d e as not for proﬁt organisations on how to communicate with, This is an interactive pdf.C o m m u n i t y N e w s w i re and market to, young people. Top professionals from the To view the documentM e d i a M a t c h i ng media industry and voluntary sector have contributed click on anyC h atext n gi nthat g m is e d i a l a n d s c ap e s coloured green. T h e f r a g m e n t e d m e d i a wtheir o rld insight and perspectives on how to excite, inspire H o w n o t t o a l i e n a t e y o u r anda u d i e nconnect c e , d a d d y -with o! this audience.This eclectic mix of D u a l b r a n ds M u l t i - m e d ia opinions provides practical tips and advice as well C e l e b ri t y e n d o rs e m e nt as ideas and inspiration. C l a s s i c m e d i a C h a ri t y c a m p a i g ns Katie Simpson H e a t e d a b o u t m a gs Head of Youth Media N u t s a b o u t m a gs Media Trust M a k i n g w a v es Avoid ‘yoof’ speak T V : s t i l l s t r o ng Young people are more Tsavvy V : n o T r o u b l e a t al l than you canN eimagine, w m e d i a they see through adult-createdW e b m a n ia content that mimics youthB B C B l a st language in seconds. Instead,B l o g s a n d p o d c a s t i ng try to genuinely connectM with y S p a ce them on their wavelengthC rby e a t i n g o n l i n e c o m m u n i t i es spending time getting toG know e n e r a t i o n W hy them and get them, the Vuser, i r a l m a r k e t i ng to create your content. M o b i l e m a r k e t i ng J a r g o n b u s t er 1 2 3 4 5 C r e d i ts Welcome Communication for the next generation Media Trust Menu Bringing the media industry and charities together

‘Communication for the next generation’ is a guide for

Katie Simpson Head of Youth Media Media Trust

Be a community-creating brand Young people like to belong to and be part of something. Brands that allow them to create their own communities win big – think MySpace, Faceparty.com, Oxfam’s Generation Why. 1 2 3 4 5 Welcome Comm unication f or the ne xt generation Media Trust B a ck > I n t r o d u c t i on B ri g h t y o u n g t h i n g s Bringing the media industry and charities together G e n Y E n ga gi n g y o u n g v o l u n t e e‘Communication rs for the next generation’ is a guide for S a y a l o t f o r a l i t t l e How to view this guideI n v e n t i v e i d e as not for proﬁt organisations on how to communicate with, This is an interactive pdf.C o m m u n i t y N e w s w i re and market to, young people. Top professionals from the To view the documentM e d i a M a t c h i ng media industry and voluntary sector have contributed click on anyC h atext n gi nthat g m is e d i a l a n d s c ap e s coloured green. T h e f r a g m e n t e d m e d i a wtheir o rld insight and perspectives on how to excite, inspire H o w n o t t o a l i e n a t e y o u r anda u d i e nconnect c e , d a d d y -with o! this audience.This eclectic mix of D u a l b r a n ds M u l t i - m e d ia opinions provides practical tips and advice as well C e l e b ri t y e n d o rs e m e nt as ideas and inspiration. C l a s s i c m e d i a C h a ri t y c a m p a i g ns Katie Simpson H e a t e d a b o u t m a gs Head of Youth Media N u t s a b o u t m a gs Media Trust M a k i n g w a v es T V : s t i l l s t r o ng T V : n o T r o u b l e a t al l N e w m e d i a Be a community-creating W ebrand b m a n ia Young people like to belongB B C B l a st to and be part of something.B l o g s a n d p o d c a s t i ng Brands that allow them toM y S p a ce create their own communitiesC r e a t i n g o n l i n e c o m m u n i t i es win big – think MySpace,G e n e r a t i o n W hy Faceparty.com, Oxfam’sV i r a l m a r k e t i ng Generation Why. M o b i l e m a r k e t i ng J a r g o n b u s t er 1 2 3 4 5 C r e d i ts Welcome Communication for the next generation Media Trust Menu Bringing the media industry and charities together

‘Communication for the next generation’ is a guide for

Katie Simpson Head of Youth Media Media Trust

Win brand advocates Word of mouth is the most powerful medium for this generation. If you can win over a critical mass of young people, they in turn will bring in their peers to increase your support. 1 2 3 4 5 Welcome Comm unication f or the ne xt generation Media Trust B a ck > I n t r o d u c t i on B ri g h t y o u n g t h i n g s Bringing the media industry and charities together G e n Y E n ga gi n g y o u n g v o l u n t e e‘Communication rs for the next generation’ is a guide for S a y a l o t f o r a l i t t l e How to view this guideI n v e n t i v e i d e as not for proﬁt organisations on how to communicate with, This is an interactive pdf.C o m m u n i t y N e w s w i re and market to, young people. Top professionals from the To view the documentM e d i a M a t c h i ng media industry and voluntary sector have contributed click on anyC h atext n gi nthat g m is e d i a l a n d s c ap e s coloured green. T h e f r a g m e n t e d m e d i a wtheir o rld insight and perspectives on how to excite, inspire H o w n o t t o a l i e n a t e y o u r anda u d i e nconnect c e , d a d d y -with o! this audience.This eclectic mix of D u a l b r a n ds M u l t i - m e d ia opinions provides practical tips and advice as well C e l e b ri t y e n d o rs e m e nt as ideas and inspiration. C l a s s i c m e d i a C h a ri t y c a m p a i g ns Katie Simpson H e a t e d a b o u t m a gs Head of Youth Media N u t s a b o u t m a gs Media Trust M a k i n g w a v es T V : s t i l l s t r o ng T V : n o T r o u b l e a t al l N e w m e d i a Win brand advocates W e b m a n ia Word of mouth is the mostB B C B l a st powerful medium for thisB l o g s a n d p o d c a s t i ng generation. If you can winM y S p a ce over a critical mass of youngC r e a t i n g o n l i n e c o m m u n i t i es people, they in turn will bringG e n e r a t i o n W hy in their peers to increaseV i r a l m a r k e t i ng your support. M o b i l e m a r k e t i ng J a r g o n b u s t er 1 2 3 4 5 C r e d i ts Welcome Communication for the next generation Media Trust Menu Bringing the media industry and charities together

‘Communication for the next generation’ is a guide for

Katie Simpson Head of Youth Media Media Trust

Go non-traditional Unlike other audiences, young people don’t stick to traditional channels. Try being creative with how you get your message out there, for example: chatrooms, podcasts, blogs, MySpace, text messages, e-zines, events and film screenings. These are often cheaper as well! 1 2 3 4 5 Welcome Comm unication f or the ne xt generation Media Trust B a ck > I n t r o d u c t i on B ri g h t y o u n g t h i n g s Bringing the media industry and charities together G e n Y E n ga gi n g y o u n g v o l u n t e e‘Communication rs for the next generation’ is a guide for S a y a l o t f o r a l i t t l e How to view this guideI n v e n t i v e i d e as not for profit organisations on how to communicate with, This is an interactive pdf.C o m m u n i t y N e w s w i re and market to, young people. Top professionals from the To view the documentM e d i a M a t c h i ng media industry and voluntary sector have contributed click on anyC h atext n gi nthat g m is e d i a l a n d s c ap e s coloured green. T h e f r a g m e n t e d m e d i a wtheir o rld insight and perspectives on how to excite, inspire H o w n o t t o a l i e n a t e y o u r anda u d i e nconnect c e , d a d d y -with o! this audience.This eclectic mix of D u a l b r a n ds M u l t i - m e d ia opinions provides practical tips and advice as well C e l e b ri t y e n d o rs e m e nt as ideas and inspiration. C l a s s i c m e d i a C h a ri t y c a m p a i g ns Katie Simpson H e a t e d a b o u t m a gs Head of Youth Media N u t s a b o u t m a gs Media Trust M a k i n g w a v es T V : s t i l l s t r o ng Go non-traditional T V : n o T r o u b l e a t al l Unlike other Naudiences, e w m e d i a young people don’t stick to traditionalW e b m a n ia channels. Try being creativeB B C withB l a st how you get your messageB l o gout s a n d p o d c a s t i ng there, for example: chatrooms,M y S p a ce podcasts, blogs, MySpace,C r e a t i n g o n l i n e c o m m u n i t i es text messages, e-zines, eventsG e n e r a t i o n W hy and film screenings. TheseV i r a l m a r k e t i ng are often cheaper as well!M o b i l e m a r k e t i ng J a r g o n b u s t er 1 2 3 4 5 C r e d i ts Welcome Communication for the next generation Media Trust Menu Bringing the media industry and charities together

‘Communication for the next generation’ is a guide for

Katie Simpson Head of Youth Media Media Trust

Use celebrities surprisingly Just having a famous face at your event will go only a short distance to getting young people’s buy in. Use a celebrity in a fresh, dynamic way and ensure they fit with your brand and message. Check out the RED Campaign, think Jamie’s School Dinners, look at Aldo’s Youth AIDS campaign. 1 2 3 4 5 Welcome Comm unication f or the ne xt generation Media Trust B a ck > I n t r o d u c t i on B ri g h t y o u n g t h i n g s Bringing the media industry and charities together G e n Y E n ga gi n g y o u n g v o l u n t e e‘Communication rs for the next generation’ is a guide for S a y a l o t f o r a l i t t l e How to view this guideI n v e n t i v e i d e as not for profit organisations on how to communicate with, This is an interactive pdf.C o m m u n i t y N e w s w i re and market to, young people. Top professionals from the To view the documentM e d i a M a t c h i ng media industry and voluntary sector have contributed click on anyC h atext n gi nthat g m is e d i a l a n d s c ap e s coloured green. T h e f r a g m e n t e d m e d i a wtheir o rld insight and perspectives on how to excite, inspire H o w n o t t o a l i e n a t e y o u r anda u d i e nconnect c e , d a d d y -with o! this audience.This eclectic mix of D u a l b r a n ds M u l t i - m e d ia opinions provides practical tips and advice as well C e l e b ri t y e n d o rs e m e nt as ideas and inspiration. C l a s s i c m e d i a C h a ri t y c a m p a i g ns Katie Simpson H e a t e d a b o u t m a gs Head of Youth Media N u t s a b o u t m a gs Media Trust M a k i n g w a v es Use celebrities surprisinglyT V : s t i l l s t r o ng Just having a famous faceT V :at n o T r o u b l e a t al l your event willN e go w m only e d i aa short distance to getting youngW e b m a n ia people’s buy in. Use a celebrityB B C B l a st in a fresh, dynamic way andB l o g s a n d p o d c a s t i ng ensure they fit with your brandM y S p a ce and message. Check outC the r e a t i n g o n l i n e c o m m u n i t i es RED Campaign, think Jamie’sG e n e r a t i o n W hy School Dinners, look at Aldo’sV i r a l m a r k e t i ng Youth AIDS campaign. M o b i l e m a r k e t i ng J a r g o n b u s t er 1 2 3 4 5 C r e d i ts Welcome Communication for the next generation Young people are diverse, clued up and in control. Menu With more disposable income than ever before and a Gen Y voracious appetite for brands that tick the box, they are ------the cash rich, time poor, consumers of tomorrow. Don’t Page 1 2 ------underestimate them; getting your message across to By Helena Bloomer young people is tough. Stop the average fifteen year old Account Manager SLAM in the street and you’ll find a mass of contradictions. One ------minute you’ll be staring blankly as they have hysterics Website about Justin Timberlake getting Punk’d, the next they will SLAM be holding a thoughtful and informed discussion about climate change. Far from being apathetic, today’s youth are more socially aware than ever before. >

UK Tribes is an uncensored expression of young people’s attitudes and affiliations. It is the end result of an extensive and innovative research programme for Channel 4 by Ramp Industry. www.uktribes.com username: mediatrust Gen Y password: tribes67 Communication for the next generation Young people are diverse, clued up and in control. Back Introduction Bright young things With more disposable income than ever before and a Gen Y > Gen Y voracious appetite for brands that tick the box, they are ------Engaging young volunteerthes cash rich, time poor, consumers of tomorrow. Don’t Page 1 2 Say a lot for a little ------Inventive ideas underestimate them; getting your message across to By Helena Bloomer Community Newswire young people is tough. Stop the average fifteen year old Account Manager Media Matching in the street and you’ll find a mass of contradictions. One SLAM Changing media landscapes ------The fragmented media worlminuted you’ll be staring blankly as they have hysterics Website How not to alienate your audience,about Justin daddy-o Timberlake! getting Punk’d, the next they will SLAM Dual brands Multi-media be holding a thoughtful and informed discussion about Celebrity endorsement climate change. Far from being apathetic, today’s youth Classic media are more socially aware than ever before. > Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast UK Tribes is an uncensored Blogs and podcasting expression of young people’s MySpace attitudes and affiliations. It is the Creating online communities end result of an extensive and Generation Why innovative research programme Viral marketing for Channel 4 by Ramp Industry. Mobile marketing www.uktribes.com Jargon buster username: mediatrust G Credits en Y password: tribes67 Communication for the next generation < Young people are more market savvy consumers than Menu those of yesteryear. The availability of everything, from Gen Y information to well-stocked superstores, allows kids to ------choose what they want, when they want it and they are Page 1 2 ------amazingly adept at controlling it. For multi-tasking Gen Ys By Helena Bloomer the Internet is a given in their lives; from chatting with their Account Manager SLAM buddies on Instant Messenger, to finding out about the ------latest world disaster. They cruise online to confirm, deny, or Website learn more, leading to an increasing demand for instant SLAM gratification. To capture the attention of these elusive Gen Ys you need to reach them on their terms. It’s about forging a genuine and authentic emotional connection between your brand and their lifestyle. With massive media fragmentation, finding your audience can be difficult. With so many distractions available, from computer games to clubbing, traditional media doesn’t even get a foot in the door. You need to be creative, fertile territory can be found in non-traditional media such as e-zines. Events such as film screenings and club nights or stunts are other ways to bypass the media. These activities will have to be carefully tuned to match the lifestyle of the target audience. Communication for the next generation < Young people are more market savvy consumers than Back Introduction Bright young things those of yesteryear. The availability of everything, from Gen Y > Gen Y information to well-stocked superstores, allows kids to ------Engaging young volunteerchooses what they want, when they want it and they are Page 1 2 Say a lot for a little ------Inventive ideas amazingly adept at controlling it. For multi-tasking Gen Ys By Helena Bloomer Community Newswire the Internet is a given in their lives; from chatting with their Account Manager Media Matching buddies on Instant Messenger, to finding out about the SLAM Changing media landscapes ------The fragmented media worllatestd world disaster. They cruise online to confirm, deny, or Website How not to alienate your audience,learn more, daddy-o leading! to an increasing demand for instant SLAM Dual brands Multi-media gratification. To capture the attention of these elusive Celebrity endorsement Gen Ys you need to reach them on their terms. Classic media It’s about forging a genuine and authentic Charity campaigns Heated about mags emotional connection between your brand and their Nuts about mags lifestyle. With massive media fragmentation, finding your Making waves audience can be difficult. With so many distractions TV: still strong TV: no Trouble at all available, from computer games to clubbing, traditional New media media doesn’t even get a foot in the door. You need to Webmania BBC Blast be creative, fertile territory can be found in non-traditional Blogs and podcasting media such as e-zines. Events such as film screenings and MySpace club nights or stunts are other ways to bypass the media. Creating online communities Generation Why These activities will have to be carefully tuned to match Viral marketing the lifestyle of the target audience. Mobile marketing Jargon buster Credits Communication for the next generation For many charities, engaging young people as volunteers Menu or supporters can seem like an overwhelming task, but it’s Engaging young volunteers not as difficult as you might think. ------Whilst young people may have interests in Page 1 2 3 ------common, they are not a single homogenous group. What By Jamie Thomas appeals to a 16 year old may not interest a 25 year old, so Director Red Foundation don’t expect one campaign to appeal to everyone. Their (Former Head of Russell Commission interests change frequently too, so make sure you update on Youth Volunteering) your messages regularly. The more targeted you are with ------Website your message the higher quality response you’ll get. Red Foundation Choose your medium carefully when targeting this audience; leaflets tend to be less effective than postcards or flyers. Design is important, how you look will count. If you can’t afford a designer then get a young design student to help, your poster could well be their first portfolio job. > Engaging young volunteers Communication for the next generation For many charities, engaging young people as volunteers Back Introduction Bright young things or supporters can seem like an overwhelming task, but it’s Engaging young volunteersGen Y not as difficult as you might think. ------> Engaging young volunteers Whilst young people may have interests in Page 1 2 Say 3 a lot for a little ------Inventive ideas common, they are not a single homogenous group. What By Jamie Thomas Community Newswire appeals to a 16 year old may not interest a 25 year old, so Director Media Matching don’t expect one campaign to appeal to everyone. Their Red FoundationChanging media landscapes (Former Head of Russell CommissionThe fragmented media worlinterestsd change frequently too, so make sure you update on Youth Volunteering) How not to alienate your audience,your messages daddy-o! regularly. The more targeted you are with ------Dual brands Website Multi-media your message the higher quality response you’ll get. Red Foundation Celebrity endorsement Choose your medium carefully when targeting Classic media this audience; leaflets tend to be less effective than Charity campaigns Heated about mags postcards or flyers. Design is important, how you look will Nuts about mags count. If you can’t afford a designer then get a young Making waves design student to help, your poster could well be their first TV: still strong TV: no Trouble at all portfolio job. > New media Webmania BBC Blast Blogs and podcasting MySpace Engaging Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster young Credits volunteers Communication for the next generation < New media should be key to your campaign. Menu Almost all young people go online and have a mobile Engaging young volunteers phone. A text message about your project will have ------higher impact than a leaflet. Make sure you keep your Page 1 2 3 ------website current. Out of date content puts people off By Jamie Thomas and they will be unlikely to return. Director Language is important too. Don’t patronise Red Foundation (Former Head of Russell Commission or talk down. Don’t try to use ‘yoof’ speak unless you can on Youth Volunteering) pull it off otherwise you’ll seem like the ‘trendy parent’. ------Website Focus less on your charity message and more on the Red Foundation experience you’re offering. Messages that primarily entertain will be more effective than those that might seem worthy or bland. > Communication for the next generation < New media should be key to your campaign. Back Introduction Bright young things Almost all young people go online and have a mobile Engaging young volunteersGen Y phone. A text message about your project will have ------> Engaging young volunteerhighers impact than a leaflet. Make sure you keep your Page 1 2 Say 3 a lot for a little ------Inventive ideas website current. Out of date content puts people off By Jamie Thomas Community Newswire and they will be unlikely to return. Director Media Matching Language is important too. Don’t patronise Red FoundationChanging media landscapes (Former Head of Russell CommissionThe fragmented media worlord talk down. Don’t try to use ‘yoof’ speak unless you can on Youth Volunteering) How not to alienate your audience,pull it off daddy-o otherwise! you’ll seem like the ‘trendy parent’. ------Dual brands Website Multi-media Focus less on your charity message and more on the Red Foundation Celebrity endorsement experience you’re offering. Messages that primarily Classic media entertain will be more effective than those that might Charity campaigns Heated about mags seem worthy or bland. > Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < Finally, the best promotional resource you Menu will have is young people already committed to your Engaging young volunteers organisation. Evidence shows that this age group is far ------more likely to adopt a brand if their peers recommend it. Page 1 2 3 ------Run focus groups with your existing young volunteers to By Jamie Thomas get ideas or provide opportunities for them to go out Director and recruit volunteers on your behalf. A fun PR stunt led Red Foundation (Former Head of Russell Commission by young people is more likely to attract others than on Youth Volunteering) a traditional campaign. ------Website Red Foundation According to new research from the EIAA, 16–24 year olds spend 16.4 hours online per week Mediascope Europe 2006 Study from the European Interactive Advertising Association

16.4 hours/week Communication for the next generation < Finally, the best promotional resource you MenuBack Introduction Bright young things will have is young people already committed to your Engaging young volunteersGen Y organisation. Evidence shows that this age group is far ------> Engaging young volunteermores likely to adopt a brand if their peers recommend it. Page 1 2 Say 3 a lot for a little ------Inventive ideas Run focus groups with your existing young volunteers to By Jamie Thomas Community Newswire get ideas or provide opportunities for them to go out Director Media Matching and recruit volunteers on your behalf. A fun PR stunt led Red FoundationChanging media landscapes (Former Head of Russell CommissionThe fragmented media worlbyd young people is more likely to attract others than on Youth Volunteering) How not to alienate your audience,a traditional daddy-o campaign.! ------Dual brands Website Multi-media Red Foundation Celebrity endorsement According to new research from the EIAA, 16–24 year Classic media olds spend 16.4 hours online per week Charity campaigns Heated about mags Mediascope Europe 2006 Study from the Nuts about mags European Interactive Advertising Association Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster 1 6.4Credit shours/week Communication for the next generation Communications don’t have to cost a lot to be effective. Menu You don’t need a big budget or a large team to deliver. Inventive ideas What matters most is figuring out a clear strategy in ------the first place. Think about your messages and the Page 1 2 3 4 ------audience(s) you want them to reach. Then concentrate By Laura McVeigh on finding innovative ways of getting your message out. > Head of PR UK Youth ------Website UK Youth

Inventive ideas Communication for the next generation Communications don’t have to cost a lot to be effective. Back Introduction Bright young things You don’t need a big budget or a large team to deliver. Inventive ideas Gen Y What matters most is figuring out a clear strategy in ------Engaging young volunteerthes first place. Think about your messages and the Page 1 2 Say 3 4a lot for a little ------> Inventive ideas audience(s) you want them to reach. Then concentrate By Laura McVeigh Community Newswire on finding innovative ways of getting your message out. > Head of PR Media Matching UK Youth Changing media landscapes ------The fragmented media world Website How not to alienate your audience, daddy-o! UK Youth Dual brands Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities In v eGenerationnti Why ve Viral marketing Mobile marketing Jargon buster i deasCredits Communication for the next generation < Be creative Menu When budgets and resources are tight, you need Inventive ideas to think laterally. ------Page 1 2 3 4 ------Be inventive By Laura McVeigh You can put together a professional and engaging Head of PR online and e-marketing campaign without it costing very UK Youth ------much. Blogging and services like MySpace have made Website creating web presence accessible and easy-to-do. UK Youth You can create flyers and posters and email them out as PDFs – saving on print and distribution costs. Or go viral – for example set up an interesting e-bulletin, e-campaign or online quiz based around your issues and encourage people to send it on to their contacts and networks. > E UPDATE Communication for the next generation < Be creative Back Introduction Bright young things When budgets and resources are tight, you need Inventive ideas Gen Y to think laterally. ------Engaging young volunteers Page 1 2 Say 3 4a lot for a little ------> Inventive ideas Be inventive By Laura McVeigh Community Newswire You can put together a professional and engaging Head of PR Media Matching online and e-marketing campaign without it costing very UK Youth Changing media landscapes ------The fragmented media worlmuch.d Blogging and services like MySpace have made Website How not to alienate your audience,creating daddy-o web presence! accessible and easy-to-do. UK Youth Dual brands Multi-media You can create flyers and posters and email them out Celebrity endorsement as PDFs – saving on print and distribution costs. Or go viral Classic media – for example set up an interesting e-bulletin, e-campaign Charity campaigns Heated about mags or online quiz based around your issues and encourage Nuts about mags people to send it on to their contacts and networks. > Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting E U PDMySpacATEe Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < Build a buzz. Build up relationships. Menu Tell people about what you’re doing. Make it relevant to Inventive ideas them. Always think of your approach in terms of benefits ------to your audience. Speak their language and send the Page 1 2 3 4 ------right messenger. Don’t be afraid to try out new ideas. By Laura McVeigh Head of PR Build reputation UK Youth ------Don’t over-reach or oversell. Be honest. Honour Website your promises and make sure you can deliver. UK Youth Be indispensable If your organisation specialises in one issue/area, make sure you get recognised as being ‘expert’ and available for comment. Always have something to offer if you can. Provide case studies, quotes, statistics, facts, images, access to interviewees – think about providing a ‘package’ of information. Call people when you have something genuinely newsworthy to share. Effective communications does not have to cost a fortune. You can say a lot with very little when you know what you want to say. > Communication for the next generation < Build a buzz. Build up relationships. Back Introduction Bright young things Tell people about what you’re doing. Make it relevant to Inventive ideas Gen Y them. Always think of your approach in terms of benefits ------Engaging young volunteertos your audience. Speak their language and send the Page 1 2 Say 3 4a lot for a little ------> Inventive ideas right messenger. Don’t be afraid to try out new ideas. By Laura McVeigh Community Newswire Head of PR Media Matching Build reputation UK Youth Changing media landscapes ------The fragmented media worlDon’td over-reach or oversell. Be honest. Honour Website How not to alienate your audience,your promises daddy-o and! make sure you can deliver. UK Youth Dual brands Multi-media Celebrity endorsement Be indispensable Classic media If your organisation specialises in one issue/area, Charity campaigns Heated about mags make sure you get recognised as being ‘expert’ and Nuts about mags available for comment. Always have something to offer Making waves if you can. Provide case studies, quotes, statistics, facts, TV: still strong TV: no Trouble at all images, access to interviewees – think about providing New media a ‘package’ of information. Call people when you have Webmania BBC Blast something genuinely newsworthy to share. Effective Blogs and podcasting communications does not have to cost a fortune. MySpace You can say a lot with very little when you know what Creating online communities Generation Why you want to say. > Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < Communications tips Menu

Inventive ideas Identify your ‘targets’: ------– What’s your message? Page 1 2 3 4 ------– Why is it special/unique/worth telling people? By Laura McVeigh – Who are you hoping will listen? Why should they? Head of PR – What would your ideal outcomes be? UK Youth ------Website Reach your ‘targets’: UK Youth – What do you have access to? – consider your networks, online groups and internal support. – How can you best convey your message? Think about online, print, TV, radio or linking in with an event or campaign. Communication for the next generation < Communications tips Back Introduction Bright young things Inventive ideas Gen Y Identify your ‘targets’: ------Engaging young volunteer–s What’s your message? Page 1 2 Say 3 4a lot for a little ------> Inventive ideas – Why is it special/unique/worth telling people? By Laura McVeigh Community Newswire – Who are you hoping will listen? Why should they? Head of PR Media Matching – What would your ideal outcomes be? UK Youth Changing media landscapes ------The fragmented media world Website How not to alienate your audience,Reach yourdaddy-o ‘targets’! : UK Youth Dual brands Multi-media – What do you have access to? – consider your networks, Celebrity endorsement online groups and internal support. Classic media – How can you best convey your message? Charity campaigns Heated about mags Think about online, print, TV, radio or linking in with Nuts about mags an event or campaign. Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation A small marketing and communications budget need Menu not limit your press exposure. Through Community Community Newswire Newswire charities and not for profit organisations can ------get free advice from journalists on how to develop press Page 1 ------releases. These stories are then submitted free of charge By Helen Beckett to The Press Association’s (PA) subscribers which includes Head of Communications every national paper, all regional daily papers, 95 per Media Trust ------cent of broadcasters and most regional weekly papers. Website Every national paper and broadcaster and most of the Media Trust Community Newswire regional media have used Community Newswire stories. There is no limit on the number of releases or photos that an organisation can submit. This is an initiative from Media Trust, funded by the Active Communities Unit and delivered by The Press Association (PA), Britain’s national news agency. 90% of press releases submitted to Newswire are used, and bigger stories go out throughout England. Community Newswire Communication for the next generation A small marketing and communications budget need Back Introduction Bright young things not limit your press exposure. Through Community Community Newswire Gen Y Newswire charities and not for profit organisations can ------Engaging young volunteergets free advice from journalists on how to develop press Page 1 Say a lot for a little ------Inventive ideas releases. These stories are then submitted free of charge By Helen Beckett > Community Newswire to The Press Association’s (PA) subscribers which includes Head of Communications Media Matching every national paper, all regional daily papers, 95 per Media Trust Changing media landscapes ------The fragmented media worlcentd of broadcasters and most regional weekly papers. Website How not to alienate your audience,Every national daddy-o! paper and broadcaster and most of the Media Trust Dual brands Community Newswire Multi-media regional media have used Community Newswire stories. Celebrity endorsement There is no limit on the number of releases or photos that Classic media an organisation can submit. Charity campaigns Heated about mags This is an initiative from Media Trust, funded by Nuts about mags the Active Communities Unit and delivered by The Press Making waves Association (PA), Britain’s national news agency. TV: still strong TV: no Trouble at all 90% of press releases submitted to Newswire are New media used, and bigger stories go out throughout England. Webmania BBC Blast Blogs and podcasting MySpace Creating online communities C o mGenerationmu Why nity Viral marketing Mobile marketing Jargon buster N eCreditws swire Communication for the next generation Gain free advice from the media and communications Menu industry on how to successfully reach your audience Media Matching and get your organisation’s message out there. Media ------Matching, offered by Media Trust, works mainly through Page 1 ------a free, online matching service where media and By Janine Ellingham communication professionals advise charities and not Media Matching Manager for profit organisations on their communications. Events, Media Trust ------such as ‘speed matching’, are run to give charities Website the opportunity to meet these advisors to discuss their Media Trust communication needs.

“Our request was for an informal discussion with a PR professional. It proved to be immensely helpful to our Communications Team in improving our knowledge about UK PR practices and the London media scene. Overall it was a very positive and rewarding experience for us.” Julia Williams Communications Officer International Alert Media Matching Communication for the next generation Gain free advice from the media and communications Back Introduction Bright young things industry on how to successfully reach your audience Media Matching Gen Y and get your organisation’s message out there. Media ------Engaging young volunteerMatching,s offered by Media Trust, works mainly through Page 1 Say a lot for a little ------Inventive ideas a free, online matching service where media and By Janine Ellingham Community Newswire communication professionals advise charities and not Media Matching Manager> Media Matching for profit organisations on their communications. Events, Media Trust Changing media landscapes ------The fragmented media worlsuchd as ‘speed matching’, are run to give charities Website How not to alienate your audience,the opportunity daddy-o! to meet these advisors to discuss their Media Trust Dual brands Multi-media communication needs. Celebrity endorsement Classic media “Our request was for an informal discussion with a PR Charity campaigns Heated about mags professional. It proved to be immensely helpful to our Nuts about mags Communications Team in improving our knowledge Making waves about UK PR practices and the London media scene. TV: still strong TV: no Trouble at all Overall it was a very positive and rewarding New media experience for us.” Webmania Julia Williams BBC Blast Communications Officer Blogs and podcasting International Alert MySpace Creating online communitie s Media Generation Why Viral marketing Mobile marketing Jargon buster M atchingCredits Communication for the next generation In-depth research of your audience is vital when planning Menu a campaign and along with standard methods, modern The fragmented media world technology offers direct access to the youth market. ------Today’s youth have been weaned on the net, nurtured on Page 1 2 ------mobiles, and taught to self-actualise in chatrooms. For this By Helena Bloomer generation, technology is a way of ‘being’. > Account Manager SLAM ------Website SLAM

The fragmented media world Communication for the next generation In-depth research of your audience is vital when planning Back Introduction Bright young things a campaign and along with standard methods, modern The fragmented media worldGen Y technology offers direct access to the youth market. ------Engaging young volunteerToday’ss youth have been weaned on the net, nurtured on Page 1 2 Say a lot for a little ------Inventive ideas mobiles, and taught to self-actualise in chatrooms. For this By Helena Bloomer Community Newswire generation, technology is a way of ‘being’. > Account Manager Media Matching SLAM Changing media landscapes ------> The fragmented media world Website How not to alienate your audience, daddy-o! SLAM Dual brands Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities T he fragmentedGeneration Why Viral marketing Mobile marketing Jargon buster media Credits world Communication for the next generation < The media environment is completely Menu fragmented; teenagers increasingly eschew traditional The fragmented media world media and are becoming more and more difficult to ------pin down. Young people follow a limited, selected set Page 1 2 ------of media, which exert a disproportionate influence. By Helena Bloomer The media they trust is seen as part of their world. Other Account Manager media is screened out. Mainstream consumers see non- SLAM ------traditional media, particularly online and multi channel TV, Website as the easiest way to discover new trends. Brands should SLAM tailor ideas to a specific, small number of media targets and use non-traditional channels in parallel to ensure youth attention. Blogs are an incredible source of access to young people’s thoughts and mindsets. However, nothing beats face-to-face vox pops with your audience.

According to a Guardian/ICM poll a third of all 14–21 year olds online have launched their own blog or website. ‘Young blog their way to a publishing revolution’ Owen Gibson, copyright Guardian Newspapers Limited 2005 (www.guardian.co.uk) Communication for the next generation < The media environment is completely Back Introduction Bright young things fragmented; teenagers increasingly eschew traditional The fragmented media worldGen Y media and are becoming more and more difficult to ------Engaging young volunteerpins down. Young people follow a limited, selected set Page 1 2 Say a lot for a little ------Inventive ideas of media, which exert a disproportionate influence. By Helena Bloomer Community Newswire The media they trust is seen as part of their world. Other Account Manager Media Matching media is screened out. Mainstream consumers see non- SLAM Changing media landscapes ------> The fragmented media worltraditionald media, particularly online and multi channel TV, Website How not to alienate your audience,as the easiest daddy-o way! to discover new trends. Brands should SLAM Dual brands Multi-media tailor ideas to a specific, small number of media targets Celebrity endorsement and use non-traditional channels in parallel to ensure Classic media youth attention. Charity campaigns Heated about mags Blogs are an incredible source of access to Nuts about mags young people’s thoughts and mindsets. However, nothing Making waves beats face-to-face vox pops with your audience. TV: still strong TV: no Trouble at all New media According to a Guardian/ICM poll a third of all 14–21 year Webmania BBC Blast olds online have launched their own blog or website. Blogs and podcasting ‘Young blog their way to a publishing revolution’ Owen Gibson, MySpace copyright Guardian Newspapers Limited 2005 (www.guardian.co.uk) Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation The media landscape is changing at an astonishing pace Menu but the same basic rules remain if you are trying to attract How not to alienate your youth the public’s attention. You must produce something your audience, daddy-o! target audience is interested in, and then you must ensure ------Page 1 2 the audience is able to consume what you produce. ------This simple rule applies whether you are producing By Kenny Campbell content for a newspaper, a website, a mobile phone Editor, Metro Associated Newspaper Ltd platform or any other medium. ------Charities trying to attract 16 to 25-year-olds Website Metro find themselves in a particularly crowded market; these are the very consumers that most advertisers want to attract. They also happen to be exactly the sort of readers Metro is chasing (along with a few a little nearer the point of mid-life crisis) and indeed, a large proportion of our audience falls into this demographic. >

How not to alienate your youth audience, daddy-o! Communication for the next generation The media landscape is changing at an astonishing pace Back Introduction Bright young things but the same basic rules remain if you are trying to attract How not to alienate yourGen youth Y the public’s attention. You must produce something your audience, daddy-o! Engaging young volunteertargets audience is interested in, and then you must ensure ------Say a lot for a little Page 1 2 Inventive ideas the audience is able to consume what you produce. ------Community Newswire This simple rule applies whether you are producing By Kenny Campbell Media Matching content for a newspaper, a website, a mobile phone Editor, MetroChanging media landscapes Associated Newspaper LtdThe fragmented media worlplatformd or any other medium. ------> How not to alienate your audience, daddy-oCharities! trying to attract 16 to 25-year-olds Website Dual brands Metro Multi-media find themselves in a particularly crowded market; these Celebrity endorsement are the very consumers that most advertisers want to Classic media attract. They also happen to be exactly the sort of readers Charity campaigns Heated about mags Metro is chasing (along with a few a little nearer the point Nuts about mags of mid-life crisis) and indeed, a large proportion of our Making waves audience falls into this demographic. > TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why How notViral marketin tog alienate your Mobile marketing Jargon buster youth Credits audience, daddy-o! Communication for the next generation < At Metro, we have a significant number of Menu young journalists and we listen to them. If they like a story, How not to alienate your youth chances are their peer group will also like that story. audience, daddy-o! Crucially, we don’t try to be trendy (you know what ------Page 1 2 we mean, daddy-o) to attract young readers. ------One last, and crucial, point is that younger By Kenny Campbell readers seek interaction. Internet chatrooms, blogs, Editor, Metro Associated Newspaper Ltd myspace.com, txt messages, instant messaging… ------one fact is indisputable: today’s teenagers and their Website Metro older siblings are hooked. Each of these forms of communication allows teenagers to feel part of a community, albeit one that exists in cyberspace. Unlike most newspaper content and most charity campaigns, new media is about a two-way sharing of experiences, rather than a one-way flow of information accompanied, occasionally, by a small flow of cash in the opposite direction. Each of them engages both the giver and the receiver of information and that should be a recipe for success both online and in the print world, even if the mechanisms involved are rather different. So engage! Comm unication f or the ne xt generation < At Metro, we have a significant number of B a ck I n t r o d u c t i on B ri g h t y o u n g t h i n g s young journalists and we listen to them. If they like a story, How not to alienate yourG youth e n Y chances are their peer group will also like that story. audience, daddy-o! E n ga gi n g y o u n g v o l u n t e eCrucially, rs we don’t try to be trendy (you know what ------S a y a l o t f o r a l i t t l e Page 1 2 I n v e n t i v e i d e as we mean, daddy-o) to attract young readers. ------C o m m u n i t y N e w s w i re One last, and crucial, point is that younger By Kenny Campbell M e d i a M a t c h i ng readers seek interaction. Internet chatrooms, blogs, Editor, MetroC h a n gi n g m e d i a l a n d s c ap e s Associated Newspaper LtdT h e f r a g m e n t e d m e d i a wmyspace.com, o rld txt messages, instant messaging… ------> H o w n o t t o a l i e n a t e y o u r onea u d i e nfact c e , d is a dindisputable: d y - o! today’s teenagers and their Website D u a l b r a n ds Metro M u l t i - m e d ia older siblings are hooked. Each of these forms C e l e b ri t y e n d o rs e m e nt of communication allows teenagers to feel part of C l a s s i c m e d i a a community, albeit one that exists in cyberspace. C h a ri t y c a m p a i g ns H e a t e d a b o u t m a gs Unlike most newspaper content and most charity N u t s a b o u t m a gs campaigns, new media is about a two-way sharing M a k i n g w a v es of experiences, rather than a one-way flow of information T V : s t i l l s t r o ng T V : n o T r o u b l e a t al l accompanied, occasionally, by a small flow of cash in N e w m e d i a the opposite direction. W e b m a n ia B B C B l a st Each of them engages both the giver and the B l o g s a n d p o d c a s t i ng receiver of information and that should be a recipe for M y S p a ce success both online and in the print world, even if the C r e a t i n g o n l i n e c o m m u n i t i es G e n e r a t i o n W hy mechanisms involved are rather different. So engage! V i r a l m a r k e t i ng M o b i l e m a r k e t i ng J a r g o n b u s t er C r e d i ts Communication for the next generation CosmoGIRL! is committed to empowering young people Menu to get what they want out of life and be the best – this is Dual brands the brand’s core mantra. > ------Page 1 2 3 4 ------By Caroline Wood Former PR & Events Manager CosmoGIRL! The National Magazine Company ------Website CosmoGIRL! Dual brands Communication for the next generation CosmoGIRL! is committed to empowering young people Back Introduction Bright young things to get what they want out of life and be the best – this is Dual brands Gen Y the brand’s core mantra. > ------Engaging young volunteers Page 1 2 Say 3 4a lot for a little ------Inventive ideas By Caroline Wood Community Newswire Former PR & Events ManagerMedia Matching CosmoGIRL!Changing media landscapes The National Magazine CompanyThe fragmented media world ------How not to alienate your audience, daddy-o! Website > Dual brands CosmoGIRL! Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Dual Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster brands Credits Communication for the next generation < CosmoGIRL! launched as a dual brand Menu platform in 2001. The online and magazine content has Dual brands consistently set a high standard in the teen market with ------its distinctive upbeat, confident and aspirational style. Page 1 2 3 4 ------Such is the impact and success of this approach, that By Caroline Wood in 2006 CosmoGIRL! was recognised with a national Former PR & Events Manager media award by Young People Now for its positive press CosmoGIRL! The National Magazine Company coverage of young people. ------Its unusually loyal readership of nearly a million Website CosmoGIRL! teens aged 14–17 years, engage and interact with the brand via the website, texts, emails and VIP clubs, promotions and activities. > Communication for the next generation < CosmoGIRL! launched as a dual brand Back Introduction Bright young things platform in 2001. The online and magazine content has Dual brands Gen Y consistently set a high standard in the teen market with ------Engaging young volunteeritss distinctive upbeat, confident and aspirational style. Page 1 2 Say 3 4a lot for a little ------Inventive ideas Such is the impact and success of this approach, that By Caroline Wood Community Newswire in 2006 CosmoGIRL! was recognised with a national Former PR & Events ManagerMedia Matching media award by Young People Now for its positive press CosmoGIRL!Changing media landscapes The National Magazine CompanyThe fragmented media worlcoveraged of young people. ------How not to alienate your audience, daddy-oIts unusually! loyal readership of nearly a million Website > Dual brands CosmoGIRL! Multi-media teens aged 14–17 years, engage and interact with Celebrity endorsement the brand via the website, texts, emails and VIP clubs, Classic media promotions and activities. > Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < CosmoGIRL! of the Year Awards are now in their Menu fifth year, these annual awards are unique in honoring Dual brands teenage girls whose lives are a testament to the good ------work being undertaken by Britain’s teenagers. Page 1 2 3 4 ------For charities wishing to engage with young By Caroline Wood people, the Awards, like much of the magazine content, Former PR & Events Manager offer a variety of opportunities to reach this notoriously CosmoGIRL! The National Magazine Company hard-to-engage-with audience. Award winners are often ------nominated by the charities they work with and details Website CosmoGIRL! of the cause/campaign are featured in the magazine, with links to more information about the charity available online for readers. This is a magazine with a social conscience. In addition to the Awards, the magazine regularly runs features and campaigns on issues from teen cancers to ethical tourism. The magazine has the experience and credibility to handle topics sensitively and inspire its readers to actively make a difference. An example of a recent collaboration, was the first National Own Clothes Day with Teenage Cancer Trust and Dubit in 2005. Such was the campaign’s success, that the activity is planned to run again in 2006. > Communication for the next generation < CosmoGIRL! of the Year Awards are now in their Back Introduction Bright young things fifth year, these annual awards are unique in honoring Dual brands Gen Y teenage girls whose lives are a testament to the good ------Engaging young volunteerworks being undertaken by Britain’s teenagers. Page 1 2 Say 3 4a lot for a little ------Inventive ideas For charities wishing to engage with young By Caroline Wood Community Newswire people, the Awards, like much of the magazine content, Former PR & Events ManagerMedia Matching offer a variety of opportunities to reach this notoriously CosmoGIRL!Changing media landscapes The National Magazine CompanyThe fragmented media worlhard-to-engage-withd audience. Award winners are often ------How not to alienate your audience,nominated daddy-o by! the charities they work with and details Website > Dual brands CosmoGIRL! Multi-media of the cause/campaign are featured in the magazine, Celebrity endorsement with links to more information about the charity available Classic media online for readers. Charity campaigns Heated about mags This is a magazine with a social conscience. Nuts about mags In addition to the Awards, the magazine regularly runs Making waves features and campaigns on issues from teen cancers TV: still strong TV: no Trouble at all to ethical tourism. The magazine has the experience New media and credibility to handle topics sensitively and inspire its Webmania BBC Blast readers to actively make a difference. An example of a Blogs and podcasting recent collaboration, was the first National Own Clothes MySpace Day with Teenage Cancer Trust and Dubit in 2005. Such Creating online communities Generation Why was the campaign’s success, that the activity is planned Viral marketing to run again in 2006. > Mobile marketing Jargon buster Credits Communication for the next generation < If charities are looking to work with CosmoGIRL!, they Menu should contact either the Group’s PR or go direct to Dual brands the editorial team contact details below: ------Page 1 2 3 4 ------Laura Kennedy, Senior Writer By Caroline Wood [email protected] Former PR & Events Manager 020 7439 5147 CosmoGIRL! The National Magazine Company ------Lottie Lumsden, Editorial Assistant Website CosmoGIRL! [email protected] 020 7439 5958

Communication for the next generation < If charities are looking to work with CosmoGIRL!, they Back Introduction Bright young things should contact either the Group’s PR or go direct to Dual brands Gen Y the editorial team contact details below: ------Engaging young volunteers Page 1 2 Say 3 4a lot for a little ------Inventive ideas Laura Kennedy, Senior Writer By Caroline Wood Community Newswire [email protected] Former PR & Events ManagerMedia Matching 020 7439 5147 CosmoGIRL!Changing media landscapes The National Magazine CompanyThe fragmented media world ------How not to alienate your audience,Lottie Lumsden daddy-o! , Editorial Assistant Website > Dual brands CosmoGIRL! Multi-media [email protected] Celebrity endorsement 020 7439 5958 Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation Bliss is a monthly magazine for girls aged 13–17, leading Menu the youth market with a readership of 277,165. According Multi-media to a 2005 in-mag survey, Bliss readers spend two hours ------reading a magazine thoroughly and pick it up ﬁve times Page 1 2 3 4 ------throughout the month. They pass it round to three friends By Lisa Smosarski and 68.6 per cent of teens buy magazines at least once Former Editor a month. > Bliss ------Website Bliss

Multi-media Communication for the next generation Bliss is a monthly magazine for girls aged 13–17, leading Back Introduction Bright young things the youth market with a readership of 277,165. According Multi-media Gen Y to a 2005 in-mag survey, Bliss readers spend two hours ------Engaging young volunteerreadings a magazine thoroughly and pick it up ﬁve times Page 1 2 Say 3 4a lot for a little ------Inventive ideas throughout the month. They pass it round to three friends By Lisa Smosarski Community Newswire and 68.6 per cent of teens buy magazines at least once Former Editor Media Matching a month. > Bliss Changing media landscapes ------The fragmented media world Website How not to alienate your audience, daddy-o! Bliss Dual brands > Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Multi-media Credits Communication for the next generation < Magazines are popular amongst young people as they Menu offer instant access to: Multi-media – Emotional Connections: real life stories identify and ------provoke discussion. Page 1 2 3 4 ------– Intimate Issues: problem and advice pages address By Lisa Smosarski personal concerns. Former Editor – Private Time: issues raised help guide readers at home Bliss ------and school. Website – Escapism and Entertainment: news, celeb. gossip and Bliss humor = break from school and life stresses. – Community and Credibility: connection with peers; authoritative advice and aspirations through fashion, design, beauty and mature subjects. > Comm unication f or the ne xt generation < M a g a z i n e s a r e p o p u l a r a m o n g s t y o u n g p e o p l e a s t h e y B a ck I n t r o d u c t i on B ri g h t y o u n g t h i n g s o ff e r i n s t a n t a c c e s s t o : Multi-media G e n Y – E m o t i o n a l C o n n e c t i o n s : r e a l l i f e s t o ri e s i d e n t i f y a n d ------E n ga gi n g y o u n g v o l u n t e e rsp r o v o k e d i s c u s s i o n . P age 1 2 S 3 a y 4a l o t f o r a l i t t l e ------I n v e n t i v e i d e as – I n t i m a t e I s s u e s : p r o b l e m a n d a d v i c e p a g e s a d d r e s s By Lisa Smosarski C o m m u n i t y N e w s w i re p e rs o n a l c o n c e rn s. Former Editor M e d i a M a t c h i ng – P ri v a t e Ti m e : i s s u e s r a i s e d h e l p g u i d e r e a d e rs a t h o m e Bliss C h a n gi n g m e d i a l a n d s c ap e s ------T h e f r a g m e n t e d m e d i a w o rlad n d s c h o o l . W ebsite H o w n o t t o a l i e n a t e y o u r –a uE d s i ce n ap c e , i sd m a d a d y n -! od E n t e rt a i n m e n t : n e w s, c e l e b . g o s s i p a n d Bliss D u a l b r a n ds > M u l t i - m e d ia h u m o r = b r e a k f r o m s c h o o l a n d l i f e s t r e s s e s. C e l e b ri t y e n d o rs e m e nt – C o m m u n i t y a n d C r e d i b i l i t y : c o n n e c t i o n w i t h p e e rs ; C l a s s i c m e d i a a u t h o ri t a t i v e a d v i c e a n d a s p i r a t i o n s t h r o u g h fa s h i o n , C h a ri t y c a m p a i g ns H e a t e d a b o u t m a gs d e s i g n , b e a u t y a n d m a t u r e s u b j e c t s. > N u t s a b o u t m a gs M a k i n g w a v es T V : s t i l l s t r o ng T V : n o T r o u b l e a t al l N e w m e d i a W e b m a n ia B B C B l a st B l o g s a n d p o d c a s t i ng M y S p a ce C r e a t i n g o n l i n e c o m m u n i t i es G e n e r a t i o n W hy V i r a l m a r k e t i ng M o b i l e m a r k e t i ng J a r g o n b u s t er C r e d i ts Communication for the next generation < Bliss is a not just a single brand via print. It is a multi-media Menu brand via print, web, SMS and email. www.mybliss.co.uk Multi-media has 97,000 unique users and 1.7m page impressions ------per month. It’s a one-stop shop that can be accessed Page 1 2 3 4 ------on the go. It doesn’t stop there the Gold Club brand By Lisa Smosarski (exclusive readers’ club) and events offer more ways Former Editor of communicating with the Bliss audience. Bliss offers Bliss ------a chance for young people to have their say and get Website reliable information. Bliss Remember, it’s not always about cash – creativity wins. Make sure you talk to the audience in their own language…and in their own world – always treat them as adults! > Communication for the next generation < Bliss is a not just a single brand via print. It is a multi-media Back Introduction Bright young things brand via print, web, SMS and email. www.mybliss.co.uk Multi-media Gen Y has 97,000 unique users and 1.7m page impressions ------Engaging young volunteerpers month. It’s a one-stop shop that can be accessed Page 1 2 Say 3 4a lot for a little ------Inventive ideas on the go. It doesn’t stop there the Gold Club brand By Lisa Smosarski Community Newswire (exclusive readers’ club) and events offer more ways Former Editor Media Matching of communicating with the Bliss audience. Bliss offers Bliss Changing media landscapes ------The fragmented media worla dchance for young people to have their say and get Website How not to alienate your audience,reliable daddy-o information.! Bliss Dual brands > Multi-media Remember, it’s not always about cash – Celebrity endorsement creativity wins. Make sure you talk to the audience in their Classic media own language…and in their own world – always treat Charity campaigns Heated about mags them as adults! > Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation Menu

Multi-media ------Page 1 2 3 4 1,357,960 ------By Lisa Smosarski Former Editor Bliss ------Website 224,335 Bliss

< Bliss has worked with numerous charities including Christian Aid and NSPCC. A real life story sourced through Christian Aid helped promote awareness of the organisation’s work. NSPCC’s sponsorship of the Prom provided them with a unique opportunity of direct access to young people in a fun environment. The female youth magazine market has total monthly sales of 1,357,960 compared to only 224,355 for the male youth market. Bliss is always looking for interesting new real life stories concerning girls aged 14 to 20. We’re also keen to get involved with campaigns relevant to this market. Communication for the next generation Back Introduction Bright young things Multi-media Gen Y ------Engaging young volunteers Page 1 2 Say 3 4a lot for a little 1,357,960 ------Inventive ideas By Lisa Smosarski Community Newswire Former Editor Media Matching Bliss Changing media landscapes ------The fragmented media world Website How not to alienate your audience,2 daddy-o2! 4,335 Bliss Dual brands > Multi-media Celebrity endorsement Classic media < Bliss has worked with numerous charities including Charity campaigns Heated about mags Christian Aid and NSPCC. A real life story sourced Nuts about mags through Christian Aid helped promote awareness of Making waves TV: still strong the organisation’s work. NSPCC’s sponsorship of the TV: no Trouble at all Prom provided them with a unique opportunity of New media direct access to young people in a fun environment. Webmania BBC Blast The female youth magazine market has total Blogs and podcasting monthly sales of 1,357,960 compared to only 224,355 MySpace for the male youth market. Creating online communities Generation Why Bliss is always looking for interesting new real Viral marketing life stories concerning girls aged 14 to 20. We’re also keen Mobile marketing Jargon buster to get involved with campaigns relevant to this market. Credits Communication for the next generation Celebrity endorsement can be an excellent way to Menu quickly communicate brand personality and its values Celebrity endorsement to a mass consumer audience. ------Page 1 2 ------According to an Oxfam survey on Make Poverty History By Helena Bloomer over three quarters of young people said that celebrities Account Manager endorsing campaigns ‘gets the message to people who SLAM ------might not otherwise care.’ > Website Generation Why website, Oxfam SLAM

Celebrity endorsement Communication for the next generation Celebrity endorsement can be an excellent way to Back Introduction Bright young things quickly communicate brand personality and its values Celebrity endorsement Gen Y to a mass consumer audience. ------Engaging young volunteers Page 1 2 Say a lot for a little ------Inventive ideas According to an Oxfam survey on Make Poverty History By Helena Bloomer Community Newswire over three quarters of young people said that celebrities Account Manager Media Matching endorsing campaigns ‘gets the message to people who SLAM Changing media landscapes ------The fragmented media worlmightd not otherwise care.’ > Website How not to alienate your audience,Generation daddy-o Why website,! Oxfam SLAM Dual brands Multi-media > Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities C e leGenerationb Why rity Viral marketing Mobile marketing Jargon buster e nCreditds orsement Communication for the next generation < The success of a celebrity endorsed campaign Menu is wholly dependent on a sympathetic brand ﬁt. In-depth Celebrity endorsement research is vital to ensure that the choice of celebrity ------delivers good ROI not only in terms of brand ﬁt and people Page 1 2 ------but also in terms of media currency and resonating with By Helena Bloomer the youth market. Account Manager SLAM ------“the public are instinctively skeptical of celebrities Website ‘working’ for charities unless they are seen to be working SLAM their socks off and achieving visible results.”

“It can work in the charity’s favour. Natasha Kaplinsky travelling to Kenya for Merlin was able to front a news report on much needed primary health care and persuade the BBC to air it, which simply would never have been scheduled without her. It is when the star has no obvious translatable skills that problems arise.” Bono and Scarlett Johansson help to launch the Make ‘Fundraising, after a fashion’, Sue Ryan, Poverty History campaign. copyright Guardian News and Media Limited, 2006 Communication for the next generation < The success of a celebrity endorsed campaign Back Introduction Bright young things is wholly dependent on a sympathetic brand fit. In-depth Celebrity endorsement Gen Y research is vital to ensure that the choice of celebrity ------Engaging young volunteerdeliverss good ROI not only in terms of brand fit and people Page 1 2 Say a lot for a little ------Inventive ideas but also in terms of media currency and resonating with By Helena Bloomer Community Newswire the youth market. Account Manager Media Matching SLAM Changing media landscapes ------The fragmented media worl“thed public are instinctively skeptical of celebrities Website How not to alienate your audience,‘working’ daddy-o for charities! unless they are seen to be working SLAM Dual brands Multi-media their socks off and achieving visible results.” > Celebrity endorsement Classic media “It can work in the charity’s favour. Natasha Kaplinsky Charity campaigns Heated about mags travelling to Kenya for Merlin was able to front a news Nuts about mags report on much needed primary health care and Making waves persuade the BBC to air it, which simply would never TV: still strong TV: no Trouble at all have been scheduled without her. It is when the star New media has no obvious translatable skills that problems arise.” Bono and Scarlett JohanssonWebmani a ‘Fundraising, after a fashion’, Sue Ryan, help to launch the MakeBBC Blast copyright Guardian News and Media Limited, 2006 Poverty History campaign.Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation What can we tell you about how our readers react to Menu charity stories? Well, they tell us they like the fact we Charity campaigns carry stories about worthwhile causes, the environment, ------famine, health and wellbeing. There are a lot of Page 1 2 ------worthwhile causes around and, no matter how important By Kenny Campbell you think your particular charity is, to the reader and to Editor, Metro the editor, it’s either something interesting or it’s not. This Associated Newspapers Ltd ------is particularly true of the younger generation of readers, Website raised on the Internet and with much shorter attention Metro spans than their parents. > Charity campaigns Communication for the next generation What can we tell you about how our readers react to Back Introduction Bright young things charity stories? Well, they tell us they like the fact we Charity campaigns Gen Y carry stories about worthwhile causes, the environment, ------Engaging young volunteerfamine,s health and wellbeing. There are a lot of Page 1 2 Say a lot for a little ------Inventive ideas worthwhile causes around and, no matter how important By Kenny Campbell Community Newswire you think your particular charity is, to the reader and to Editor, Metro Media Matching the editor, it’s either something interesting or it’s not. This Associated NewspapersChanging media Ltd landscapes ------The fragmented media worlis dparticularly true of the younger generation of readers, Website How not to alienate your audience,raised on daddy-o the Internet! and with much shorter attention Metro Dual brands Multi-media spans than their parents. > Celebrity endorsement Classic media > Charity campaigns Heated about mags Nuts about mags Making waves C h aTV: stillr stronigty TV: no Trouble at all New media Webmania BBC Blast c a mBlogs andp podcastinag igns MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < At Metro, we have partnered several charities Menu in campaigns to raise awareness or, occasionally, money. Charity campaigns But such pre-planned campaigns often have limited ------success because they are, ultimately, of limited interest Page 1 2 ------in a world full of far more interesting things. Our most By Kenny Campbell successful campaigns were not planned. We highlighted Editor, Metro the plight of an Iraqi boy whose arms were blown off Associated Newspapers Ltd ------during the last war there. Within weeks, hundreds of Website thousands of pounds had been raised to help him Metro and he was eventually flown to Britain for treatment. Why did his story attract attention? This was a story about an individual boy, not a cause; this was a story with a face, not a logo; and this was a story, not a lecture. Of course, it was easier to engage our younger readers with a story about someone who was approaching YOUR their age, but it was the focus that made it a success across all age groups. MESSAGE Does this information help you with your charity HERE campaigning? Of course, I don’t know. But, if the answer is yes, then email me. At least then I’ll know I’ve engaged some of you – [email protected]. Communication for the next generation < At Metro, we have partnered several charities Back Introduction Bright young things in campaigns to raise awareness or, occasionally, money. Charity campaigns Gen Y But such pre-planned campaigns often have limited ------Engaging young volunteersuccesss because they are, ultimately, of limited interest Page 1 2 Say a lot for a little ------Inventive ideas in a world full of far more interesting things. Our most By Kenny Campbell Community Newswire successful campaigns were not planned. We highlighted Editor, Metro Media Matching the plight of an Iraqi boy whose arms were blown off Associated NewspapersChanging media Ltd landscapes ------The fragmented media worlduringd the last war there. Within weeks, hundreds of Website How not to alienate your audience,thousands daddy-o of pounds! had been raised to help him Metro Dual brands Multi-media and he was eventually flown to Britain for treatment. Celebrity endorsement Why did his story attract attention? This was a story Classic media about an individual boy, not a cause; this was a story > Charity campaigns Heated about mags with a face, not a logo; and this was a story, not a lecture. Nuts about mags Of course, it was easier to engage our younger readers Making waves with a story about someone who was approaching TV: still strong YOUR TV: no Trouble at all their age, but it was the focus that made it a success New media across all age groups. MESSAGE Webmania BBC Blast Does this information help you with your charity HERE Blogs and podcasting campaigning? Of course, I don’t know. But, if the answer MySpace is yes, then email me. At least then I’ll know I’ve engaged Creating online communities Generation Why some of you – [email protected]. Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation Since we launched in 1999, heat magazine has worked Menu with several charities and been able to give many of Heated about mags them publicity in our mag. Some charities ask us about ------the best way to get into heat. Hopefully this gives you Page 1 2 3 4 ------some ideas! > By Mark Frith Editor, heat Emap plc ------Website Emap plc

Heated about mags Communication for the next generation Since we launched in 1999, heat magazine has worked Back Introduction Bright young things with several charities and been able to give many of Heated about mags Gen Y them publicity in our mag. Some charities ask us about ------Engaging young volunteerthes best way to get into heat. Hopefully this gives you Page 1 2 Say 3 4a lot for a little ------Inventive ideas some ideas! > By Mark Frith Community Newswire Editor, heat Media Matching Emap plc Changing media landscapes ------The fragmented media world Website How not to alienate your audience, daddy-o! Emap plc Dual brands Multi-media Celebrity endorsement Classic media Charity campaigns > Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Heated Generation Why Viral marketing Mobile marketing Jargon buster about Credits mags Communication for the next generation < Celebrities! Menu Ok, this may seem obvious, but having a celebrity Heated about mags involved in your cause is very important. You don’t even ------need to tie them into long-term deals and get them to go Page 1 2 3 4 ------to a dozen events a year, having five or ten minutes with By Mark Frith a celebrity can be equally effective. > Editor, heat Emap plc ------Website Emap plc Communication for the next generation < C e l e b ri t i e s ! Back Introduction Bright young things O k , t h i s ma y s e e m o bv i o u s, b u t h a v i n g a c e l e b ri t y Heated about mags Gen Y i nvo l ve d i n yo u r c a u s e i s ve ry i m p o rt a n t . Yo u d o n ’t eve n ------Engaging young volunteerns e e d t o t i e t h e m i n t o l o n g - t e rm d e a l s a n d g e t t h e m t o g o Page 1 2 Say 3 4 a lot for a little ------Inventive ideas t o a d o z e n eve n t s a ye a r, h a v i n g fi ve o r t e n m i n u t e s w i t h By Mark Frith Community Newswire a c e l e b ri t y c a n b e e q u a l l y e ffe c t i ve .> Editor, heat Media Ma tching Emap plc Changing media landscapes ------The fragmented media world Website How not to aliena te your audience, daddy-o! Emap plc Dual brands Multi-media Celebrity endorsement Classic media Charity campaigns > Hea ted a bout mags Nuts a bout mags Making waves TV: still strong TV: no Trouble a t all New media Webmania BBC Blast Blogs and podcasting MySpace Crea ting online communities Genera tion Why Viral mar keting Mobile mar keting Jar gon buster Credits Communication for the next generation < Celebrities in unusual circumstances Menu Looking back at some of the charity-related pictures Heated about mags we’ve run in heat, the main thing they’ve had in common ------is that they’re celebrities in unusual circumstances or Page 1 2 3 4 ------celebrities as you wouldn’t normally see them. So, the By Mark Frith inspired celebs walking in their bras stunt by a well-known Editor, heat breast cancer charity immediately springs to mind. Emap plc ------One of my favourite ‘Week In Pictures’ spreads, that’s Website the section where we run pics from the last seven days, Emap plc was when Elizabeth from Big Brother two was pictured strapped to the wing of a glider. This was organised for and by Mencap. Yes, this is all ambitious stuff but it is genuinely the ideas that count, not budget. Interestingly, the plane-walking picture had a third party sponsor and cost nothing. > Communication for the next generation < Celebrities in unusual circumstances Back Introduction Bright young things Looking back at some of the charity-related pictures Heated about mags Gen Y we’ve run in heat, the main thing they’ve had in common ------Engaging young volunteeriss that they’re celebrities in unusual circumstances or Page 1 2 Say 3 4a lot for a little ------Inventive ideas celebrities as you wouldn’t normally see them. So, the By Mark Frith Community Newswire inspired celebs walking in their bras stunt by a well-known Editor, heat Media Matching breast cancer charity immediately springs to mind. Emap plc Changing media landscapes ------The fragmented media worlOned of my favourite ‘Week In Pictures’ spreads, that’s Website How not to alienate your audience,the section daddy-o where! we run pics from the last seven days, Emap plc Dual brands Multi-media was when Elizabeth from Big Brother two was pictured Celebrity endorsement strapped to the wing of a glider. This was organised Classic media for and by Mencap. Yes, this is all ambitious stuff but it is Charity campaigns > Heated about mags genuinely the ideas that count, not budget. Interestingly, Nuts about mags the plane-walking picture had a third party sponsor and Making waves cost nothing. > TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < If all else fails… Menu We’ve run lots of excellent half-pagers that have had Heated about mags minimal celeb involvement: celebs designing plates, ------customising cuddly toys or giving away odd items for Page 1 2 3 4 ------charity auctions. In fact I think we once did an item By Mark Frith about an ebay charity auction to win Britney’s half-eaten Editor, heat sandwich. We-ird! Emap plc ------The final thing I’d say is this; work with us. Let us Website know in advance that you’d like to do something and Emap plc gauge our interest at an early stage. Then you can work out whether to assign resources there and then, or to take the idea elsewhere. And if my team members can’t commit, ask them to go off and speak to me and I’ll make sure you get a prompt and definitive answer (don’t be scared, it could well be ‘yes’!). Good luck! Communication for the next generation < If all else fails… Back Introduction Bright young things We’ve run lots of excellent half-pagers that have had Heated about mags Gen Y minimal celeb involvement: celebs designing plates, ------Engaging young volunteercustomisings cuddly toys or giving away odd items for Page 1 2 Say 3 4a lot for a little ------Inventive ideas charity auctions. In fact I think we once did an item By Mark Frith Community Newswire about an ebay charity auction to win Britney’s half-eaten Editor, heat Media Matching sandwich. We-ird! Emap plc Changing media landscapes ------The fragmented media world The final thing I’d say is this; work with us. Let us Website How not to alienate your audience,know in daddy-o advance! that you’d like to do something and Emap plc Dual brands Multi-media gauge our interest at an early stage. Then you can work Celebrity endorsement out whether to assign resources there and then, or to Classic media take the idea elsewhere. And if my team members can’t Charity campaigns > Heated about mags commit, ask them to go off and speak to me and I’ll make Nuts about mags sure you get a prompt and definitive answer (don’t be Making waves scared, it could well be ‘yes’!). Good luck! TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation There’s no getting around the fact that getting young Menu men of the Nuts readership age – between 16 and 27 Nuts about mags – interested in charity is a difficult thing. > ------Page 1 2 3 ------By Pete Cashmore Senior Writer, Nuts IPC Media ------Website Nuts

Nuts about mags Communication for the next generation There’s no getting around the fact that getting young Back Introduction Bright young things men of the Nuts readership age – between 16 and 27 Nuts a bout mags Gen Y – interested in charity is a difficult thing. > ------Engaging young volunteers Page 1 2 Say 3 a lot for a little ------Inventive ideas By Pete Cashmore Community Newswire Senior Writer, Nuts Media Matching IPC Media Changing media landscapes ------The fragmented media world Website How not to alienate your audience, daddy-o! Nuts Dual brands Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags > Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Nuts Generation Why Viral marketing Mobile marketing Jargon buster about Credits mags Communication for the next generation < Nuts, by the very nature of what it does, Menu would rather dwell on the more escapist aspects of life. Nuts about mags It is there to make ‘em laugh. However, we’ve found that ------they are interested in charity if it relates to them. Recently Page 1 2 3 ------we instigated something called the Cheer Up Craig By Pete Cashmore Campaign, for a Nuts reader called Craig Dryden, Senior Writer, Nuts a 21-year-old naval officer who had been bitten by IPC Media ------a mosquito on the Continent and suffered a violent Website reaction that led to the loss of his feet, part of his Nuts eyesight and a variety of other problems. The response from the readership was incredible, simply because he was a Nuts reader, just like them. > Communication for the next generation < Nuts, by the ver y nature of what it does, Back Introduction Bright young things would rather dwell on the more escapist aspects of life. Nuts a bout mags Gen Y It is there to make ‘em laugh. However, we’ve found that ------Engaging young volunteertheys are interested in charity if it relates to them. Recently Page 1 2 Say 3 a lot for a little ------Inventive ideas we instigated something called the Cheer Up Craig By Pete Cashmore Community Newswire Campaign, for a Nuts reader called Craig Dr yden, Senior Writer, Nuts Media Matching a 21-year-old naval officer who had been bitten by IPC Media Changing media landscapes ------The fragmented media worla dmosquito on the Continent and suffered a violent Website How not to alienate your reactionaudience, daddy-o that led! to the loss of his feet, part of his Nuts Dual brands Multi-media eyesight and a variety of other problems. The response Celebrity endorsement from the readership was incredible, simply because he Classic media was a Nuts reader, just like them. > Charity campaigns Heated about mags > Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < Inclusivity is huge to lads that age – if you Menu can make them feel part of something significant then Nuts about mags you have their interest. The simple, baseline reason why ------Nuts has been such a huge success is that the readers Page 1 2 3 ------think that the people who create it are just like them. By Pete Cashmore I’d say that this, to some extent, illustrates the four Senior Writer, Nuts questions you should look to answer in communicating IPC Media ------with young men. Website – Do I understand what’s going on? Nuts – Is it fun? – Is it going to make my life better to get involved? – And will it help my appeal to girls?

And if you can answer ‘yes’ to all of those then you’re going to get them interested. 1 Make them feel good about themselves, make them feel like they are part of something, and make them feel attractive. Present this in an interesting way, and they will buy into whatever it is you’re selling. Show them what it is, that it’s fun, that it will make them a better person and that they may just get lucky because of it. 2 Simple. 3 Communication for the next generation < Inclusivity is huge to lads that age – if you Back Introduction Bright young things can make them feel part of something signiﬁcant then Nuts about mags Gen Y you have their interest. The simple, baseline reason why ------Engaging young volunteerNutss has been such a huge success is that the readers Page 1 2 Say 3 a lot for a little ------Inventive ideas think that the people who create it are just like them. By Pete Cashmore Community Newswire I’d say that this, to some extent, illustrates the four Senior Writer, Nuts Media Matching questions you should look to answer in communicating IPC Media Changing media landscapes ------The fragmented media worlwithd young men. Website How not to alienate your audience,– Do I understand daddy-o! what’s going on? Nuts Dual brands Multi-media – Is it fun? Celebrity endorsement – Is it going to make my life better to get involved? Classic media – And will it help my appeal to girls? Charity campaigns Heated about mags > Nuts about mags And if you can answer ‘yes’ to all of those then you’re Making waves going to get them interested. TV: still strong 1 TV: no Trouble at all Make them feel good about themselves, make New media them feel like they are part of something, and make them Webmania BBC Blast feel attractive. Present this in an interesting way, and they Blogs and podcasting will buy into whatever it is you’re selling. Show them what MySpace it is, that it’s fun, that it will make them a better person and Creating online communities Generation Why that they may just get lucky because of it. 2 Viral marketing Simple. Mobile marketing Jargon buster 3 Credits Communication for the next generation Commercial Radio has traditionally been seen as a Menu young person’s medium and therefore provides an ideal Making waves platform for organisations to reach this often hard to ------reach demographic. It is seen as a me-medium, chosen Page 1 2 3 ------by the individual, which appeals to this age group. GCap By Bob Hoad Media’s stations like Capital Radio, The One Network, Community Relations Director Choice FM and XFM all have strong youth audiences. GCap Media ------Websites “Young people will seek out content by whatever GCap Capital route is most convenient and they want to interact One Network with it, schedule it and own it.” > Choice Why it’s harder to capture the musical youth, Paul Robinson XFM Copyright Guardian News and Media Limited 2006.

Making waves Communication for the next generation Commercial Radio has traditionally been seen as a Back Introduction Bright young things young person’s medium and therefore provides an ideal Making waves Gen Y platform for organisations to reach this often hard to ------Engaging young volunteerreachs demographic. It is seen as a me-medium, chosen Page 1 2 Say 3 a lot for a little ------Inventive ideas by the individual, which appeals to this age group. GCap By Bob Hoad Community Newswire Media’s stations like Capital Radio, The One Network, Community Relations DirectorMedia Matching Choice FM and XFM all have strong youth audiences. GCap MediaChanging media landscapes ------The fragmented media world Websites How not to alienate your audience,“Young daddy-o people! will seek out content by whatever GCap Dual brands Capital Multi-media route is most convenient and they want to interact One Network Celebrity endorsement with it, schedule it and own it.” > Choice Classic media Why it’s harder to capture the musical youth, Paul Robinson XFM Charity campaigns Copyright Guardian News and Media Limited 2006. Heated about mags Nuts about mags > Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Making Credits waves Communication for the next generation < Radio communication is characterised within Menu the media mix by being intrusive, high frequency and Making waves time-specific. Unlike magazines and newspapers, radio ------is consumed at certain times. This makes it possible for Page 1 2 3 ------organisations to speak to young people at the times By Bob Hoad that are most relevant to them – during the homework Community Relations Director period, in the run-up to the weekend, in the mornings etc. GCap Media ------In addition most radio stations have programmes aimed Websites specifically at youth audiences. Identify these and build GCap Capital up your story or promotions with this in mind. One Network Choice Five tips for getting your message heard on the radio: XFM – Be creative in the first line of your story or press release and tell the story. Remember that most radio stations will need to communicate the message in 30 seconds! – Allow enough time for the radio station to schedule the story in. – Radio offers many formats and styles and these should be considered when you deliver your message. – Give any project a name that creates interest, for example Jeans for Genes – www.jeansforgenes.com. – Most importantly, make it relevant to the youth market. > ...28...29...30 Communication for the next generation < Radio communication is characterised within Back Introduction Bright young things the media mix by being intrusive, high frequency and Making waves Gen Y time-specific. Unlike magazines and newspapers, radio ------Engaging young volunteeriss consumed at certain times. This makes it possible for Page 1 2 Say 3 a lot for a little ------Inventive ideas organisations to speak to young people at the times By Bob Hoad Community Newswire that are most relevant to them – during the homework Community Relations DirectorMedia Matching period, in the run-up to the weekend, in the mornings etc. GCap MediaChanging media landscapes ------The fragmented media worlInd addition most radio stations have programmes aimed Websites How not to alienate your audience,specifically daddy-o at !youth audiences. Identify these and build GCap Dual brands Capital Multi-media up your story or promotions with this in mind. One Network Celebrity endorsement Choice Classic media Five tips for getting your message heard on the radio: XFM Charity campaigns Heated about mags – Be creative in the first line of your story or press release Nuts about mags and tell the story. Remember that most radio stations will > Making waves need to communicate the message in 30 seconds! TV: still strong TV: no Trouble at all – Allow enough time for the radio station to schedule the New media story in. Webmania BBC Blast – Radio offers many formats and styles and these should Blogs and podcasting be considered when you deliver your message. MySpace – Give any project a name that creates interest, for Creating online communities Generation Why example Jeans for Genes – www.jeansforgenes.com. Viral marketing – Most importantly, make it relevant to the youth market. > Mobile marketing Jargon buster ...28...29.. Credits .30 Communication for the next generation < GCap Media’s Station Administrators have Menu a community responsibility as part of their role and can Making waves often be the starting point for the process of getting your ------message to air. Who to contact is a key part of delivering Page 1 2 3 ------your message. As a general tip, building up an ongoing By Bob Hoad relationship with your local station helps immensely when Community Relations Director you want their help. The programme controller at each GCap Media ------station is central to any communication alongside the Websites marketing controller and news editors. GCap Capital One Network GCap takes 16.4% of all radio listening among the 16–25 Choice age group and 27.8% of all Commercial hours. This group XFM spend 22.1m hours tuned to a GCap station each week. 22.1m Communication for the next generation < GCap Media’s Station Administrators have Back Introduction Bright young things a community responsibility as part of their role and can Making waves Gen Y often be the starting point for the process of getting your ------Engaging young volunteermessages to air. Who to contact is a key part of delivering Page 1 2 Say 3 a lot for a little ------Inventive ideas your message. As a general tip, building up an ongoing By Bob Hoad Community Newswire relationship with your local station helps immensely when Community Relations DirectorMedia Matching you want their help. The programme controller at each GCap MediaChanging media landscapes ------The fragmented media worlstationd is central to any communication alongside the Websites How not to alienate your audience,marketing daddy-o controller! and news editors. GCap Dual brands Capital Multi-media One Network Celebrity endorsement GCap takes 16.4% of all radio listening among the 16–25 Choice Classic media age group and 27.8% of all Commercial hours. This group XFM Charity campaigns Heated about mags spend 22.1m hours tuned to a GCap station each week. Nuts about mags > Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster 22 Credits .1m Communication for the next generation Television is still an essential medium for young people Menu and reaches 6.4million (87%) of 16–25 year olds in a week. TV: still strong T4 usually reaches about 1.3m (17%) of 16–25s. > ------Page 1 2 3 ------By Cath Lovesey Editor, T4, Youth & Music Channel 4 ------Website T4

Channel 4 asks the ‘Whatever’ focus group what they want to see on TV and films the results. TV: still strong Communication for the next generation Television is still an essential medium for young people Back Introduction Bright young things and reaches 6.4million (87%) of 16–25 year olds in a week. TV: still strong Gen Y T4 usually reaches about 1.3m (17%) of 16–25s. > ------Engaging young volunteers Page 1 2 Say 3 a lot for a little ------Inventive ideas By Cath Lovesey Community Newswire Editor, T4, Youth & Music Media Matching Channel 4 Changing media landscapes ------The fragmented media world Website How not to alienate your audience, daddy-o! T4 Dual brands Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Channel 4 asks the ‘Whatever’Nuts about mags focus group what they wantMaking to waves see on TV and films the> results.TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities T V : Generation Why Viral marketing Mobile marketing Jargon buster still Credits strong Communication for the next generation < Key to our success is the fact that our Menu presenters and production team are close to our viewer TV: still strong demographic – they would be watching it if they weren’t ------making it. Page 1 2 3 ------T4 acts as entertaining links stitching together By Cath Lovesey these varying topics in an accessible and light-hearted Editor, T4, Youth & Music way. All elements of lifestyle are key to T4 and have a Channel 4 ------place within it – music, drama, sport, fashion… Our logo, Website graphics and colour schemes, regular presenters and T4 strands, all contribute to a consistency, which makes it an instantly identifiable brand. > Communication for the next generation < Key to our success is the fact that our Back Introduction Bright young things presenters and production team are close to our viewer TV: still strong Gen Y demographic – they would be watching it if they weren’t ------Engaging young volunteermakings it. Page 1 2 Say 3 a lot for a little ------Inventive ideas T4 acts as entertaining links stitching together By Cath Lovesey Community Newswire these varying topics in an accessible and light-hearted Editor, T4, Youth & Music Media Matching way. All elements of lifestyle are key to T4 and have a Channel 4 Changing media landscapes ------The fragmented media worlplaced within it – music, drama, sport, fashion… Our logo, Website How not to alienate your audience,graphics daddy-o and colour! schemes, regular presenters and T4 Dual brands Multi-media strands, all contribute to a consistency, which makes Celebrity endorsement it an instantly identifiable brand. > Classic media Charity campaigns Heated about mags Nuts about mags Making waves > TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < Top tips Menu – Be reactive and move quickly to changing trends. TV: still strong – Don’t underestimate the knowledge of your audience. ------– Be entertaining, humorous and light hearted in a way Page 1 2 3 ------that isn’t age specific, everyone laughs at a good joke. By Cath Lovesey – Be aspirational, we all want a bit of glamour in our lives. Editor, T4, Youth & Music – Don’t patronise, we’re all the same. Channel 4 ------– Use language familiar to the audience and a tone they Website relate to. We’re never too formal but we don’t try and T4 mimic the ‘word on the street’.

“ When I was in prison, I used to watch TV late at night particularly a programme called Youth Nation. I used to watch it all the time on the BBC. Seeing young people trying to change things in the world and their communities was inspiring – it was then I realised there were different opportunities out there for volunteering. It’s a shame that there are not more programmes like that on TV to reach more young people.” Nathan Cadogan, 24 – now has a full-time job at Millenium Volunteers in volunteer recruitment Communication for the next generation < Top tips Back Introduction Bright young things – Be reactive and move quickly to changing trends. TV: still strong Gen Y – Don’t underestimate the knowledge of your audience. ------Engaging young volunteer–s Be entertaining, humorous and light hearted in a way Page 1 2 Say 3 a lot for a little ------Inventive ideas that isn’t age speciﬁc, everyone laughs at a good joke. By Cath Lovesey Community Newswire – Be aspirational, we all want a bit of glamour in our lives. Editor, T4, Youth & Music Media Matching – Don’t patronise, we’re all the same. Channel 4 Changing media landscapes ------The fragmented media worl– Used language familiar to the audience and a tone they Website How not to alienate your audience,relate daddy-o to. We’re! never too formal but we don’t try and T4 Dual brands Multi-media mimic the ‘word on the street’. Celebrity endorsement Classic media “ When I was in prison, I used to watch TV late at night Charity campaigns Heated about mags particularly a programme called Youth Nation. Nuts about mags I used to watch it all the time on the BBC. Seeing Making waves young people trying to change things in the world > TV: still strong TV: no Trouble at all and their communities was inspiring – it was then New media I realised there were different opportunities out Webmania BBC Blast there for volunteering. It’s a shame that there are Blogs and podcasting not more programmes like that on TV to reach MySpace more young people.” Creating online communities Generation Why Nathan Cadogan, 24 – now has a full-time job Viral marketing at Millenium Volunteers in volunteer recruitment Mobile marketing Jargon buster Credits Communication for the next generation Trouble is up for it and conﬁdent having just celebrated Menu it’s 10th Birthday. Trouble is a leading youth brand that TV: no Trouble at all understands its audience and knows how to reach them. ------Strong content delivered with distinctive branding and Page 1 2 ------music creates a style that connects with our audience. > By Celia Taylor Channel Controller, Trouble and Challenge Flextech TV ------Websites Trouble Homegrown

TV: no Trouble at all Communication for the next generation Trouble is up for it and conﬁdent having just celebrated Back Introduction Bright young things it’s 10th Birthday. Trouble is a leading youth brand that TV: no Trouble at all Gen Y understands its audience and knows how to reach them. ------Engaging young volunteerStrongs content delivered with distinctive branding and Page 1 2 Say a lot for a little ------Inventive ideas music creates a style that connects with our audience. By Celia Taylor Community Newswire Channel Controller, TroubleMedia Matching and ChallengeChanging media landscapes Flextech TV The fragmented media world ------How not to alienate your audience, daddy-o! Websites Dual brands Trouble Multi-media Homegrown Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong > TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace T V : noCreating online communitieTroubles Generation Why Viral marketing Mobile marketing Jargon buster at Credit alls Communication for the next generation < Our UGC site, Homegrown, is the latest way we enable Menu our viewers to communicate and express themselves. TV: no Trouble at all Funny, positive, entertaining and cheeky Trouble is the ------channel for Britain’s young adults. Page 1 2 ------By Celia Taylor Top tips Channel Controller, Trouble – Don’t take yourself too seriously and Challenge Flextech TV – Don’t rely on youth cliches ------– Use the right language Websites Trouble – Be aspirational Homegrown – Communicate but most importantly listen – Provide an escape from everyday life – Be proud

Communication for the next generation Our UGC site, Homegrown, is the latest way we enable Back Introduction Bright young things our viewers to communicate and express themselves. TV: no Trouble at all Gen Y Funny, positive, entertaining and cheeky Trouble is the ------Engaging young volunteerchannels for Britain’s young adults. Page 1 2 Say a lot for a little ------Inventive ideas By Celia Taylor Community Newswire Top tips Channel Controller, TroubleMedia Matching – Don’t take yourself too seriously and ChallengeChanging media landscapes Flextech TV The fragmented media worl– Don’t d rely on youth cliches ------How not to alienate your audience,– Use the daddy-o right !language Websites Dual brands Trouble Multi-media – Be aspirational Homegrown Celebrity endorsement – Communicate but most importantly listen Classic media – Provide an escape from everyday life Charity campaigns Heated about mags – Be proud Nuts about mags Making waves TV: still strong > TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation With the rise of superfast broadband and increasing Menu personalisation on the internet, the web has become Webmania an area young people have really been able to call ------their own. Community sites like MySpace and Faceparty Page 1 2 ------allow them to easily create pages alive with their own By Lucy Ferguson personalities, share likes and dislikes, and form virtual Producer, T4 & Slash Music friendships in totally new and exciting ways. Channel 4 ------Whilst print media may never die, the web has Website become the place the young get information from. Channel 4 These new social networks are where they turn to when they have unanswered questions. More than ever the challenge for charities is not just ensuring information is online; it’s doing it in a way that works for this computer- literate generation. >

enter Webmania Communication for the next generation With the rise of superfast broadband and increasing Back Introduction Bright young things personalisation on the internet, the web has become Webmania Gen Y an area young people have really been able to call ------Engaging young volunteertheirs own. Community sites like MySpace and Faceparty Page 1 2 Say a lot for a little ------Inventive ideas allow them to easily create pages alive with their own By Lucy Ferguson Community Newswire personalities, share likes and dislikes, and form virtual Producer, T4 & Slash MusicMedia Matching friendships in totally new and exciting ways. Channel 4 Changing media landscapes ------The fragmented media world Whilst print media may never die, the web has Website How not to alienate your audience,become daddy-o the place! the young get information from. Channel 4 Dual brands Multi-media These new social networks are where they turn to when Celebrity endorsement they have unanswered questions. More than ever the Classic media challenge for charities is not just ensuring information is Charity campaigns Heated about mags online; it’s doing it in a way that works for this computer- Nuts about mags literate generation. > Making waves TV: still strong TV: no Trouble at all New media > Webmania BBC Blast Blogs and podcasting enter MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster W eCredits bmania Communication for the next generation < Make it dynamic Menu This market is used to and expects graphic interfaces Webmania and cutting-edge design, however it shouldn’t swamp ------the information being presented. Young people may Page 1 2 ------be more net savvy than their parents, but they still need By Lucy Ferguson simple navigation and clear signposting of content Producer, T4 & Slash Music around a site. Channel 4 ------Website Tone is important Channel 4 The T4 website has a cheeky tone, the writing is irreverent, but it doesn’t use slang to connect with the audience. Attempts to use the latest street speak or catchphrases can result in the copy quickly looking dated or worse, coming across like a ‘cool dad’.

Interactivity provides instant value Offering young users the chance to see their own work online, having their questions answered or even submitting their thoughts can appeal in a way no amount of ‘with-it’ copy can. Communication for the next generation < Make it dynamic Back Introduction Bright young things This market is used to and expects graphic interfaces Webmania Gen Y and cutting-edge design, however it shouldn’t swamp ------Engaging young volunteerthes information being presented. Young people may Page 1 2 Say a lot for a little ------Inventive ideas be more net savvy than their parents, but they still need By Lucy Ferguson Community Newswire simple navigation and clear signposting of content Producer, T4 & Slash MusicMedia Matching around a site. Channel 4 Changing media landscapes ------The fragmented media world Website How not to alienate your audience,Tone is importantdaddy-o! Channel 4 Dual brands Multi-media The T4 website has a cheeky tone, the writing is irreverent, Celebrity endorsement but it doesn’t use slang to connect with the audience. Classic media Attempts to use the latest street speak or catchphrases Charity campaigns Heated about mags can result in the copy quickly looking dated or worse, Nuts about mags coming across like a ‘cool dad’. Making waves TV: still strong TV: no Trouble at all Interactivity provides instant value New media Offering young users the chance to see their own > Webmania BBC Blast work online, having their questions answered or even Blogs and podcasting submitting their thoughts can appeal in a way no MySpace amount of ‘with-it’ copy can. Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation Blast is a creative forum, from BBC Learning, that Menu inspires and motivates young people to develop their BBC Blast creative talents and showcase their work on a range ------of digital platforms. Page 1 2 3 ------Blast began in 2002 and has so far inspired By Ernestina Craig Hall over 250,000 young people across the UK. > Corporate Social Responsibility BBC ------Website BBC Blast

BBC Blast Communication for the next generation Blast is a creative forum, from BBC Learning, that Back Introduction Bright young things inspires and motivates young people to develop their BBC Blast Gen Y creative talents and showcase their work on a range ------Engaging young volunteerofs digital platforms. Page 1 2 Say 3 a lot for a little ------Inventive ideas Blast began in 2002 and has so far inspired By Ernestina Craig Hall Community Newswire over 250,000 young people across the UK. > Corporate Social ResponsibilityMedia Matching BBC Changing media landscapes ------The fragmented media world Website How not to alienate your audience, daddy-o! BBC Blast Dual brands Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania > BBC Blast Blogs and podcasting MySpace BBC Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster B lastCredits Communication for the next generation < Why does BBC Blast work? Menu BBC Blast grabs young peoples’ attention through BBC Blast youth focused branding and association with relevant ------projects, which this year includes visiting Reading Festival. Page 1 2 3 ------The website is designed with accessibility in mind By Ernestina Craig Hall and information is readily available for free; online, Corporate Social Responsibility by telephone, and at events. BBC ------BBC Blast inspires creativity by suggesting Website sources of inspiration, for example through Gameplan BBC Blast where young people are invited to design their own video game. Blast also provides incentives to work towards a ﬁnal output through rewards and showcase opportunities. Work is shown on a variety of platforms, including at the Blast weekend festival on BBC2, on Community Channel, BBC radio, live web casts and downloads to mobiles. > Communication for the next generation < Why does BBC Blast work? Back Introduction Bright young things BBC Blast grabs young peoples’ attention through BBC Blast Gen Y youth focused branding and association with relevant ------Engaging young volunteerprojects,s which this year includes visiting Reading Festival. Page 1 2 Say 3 a lot for a little ------Inventive ideas The website is designed with accessibility in mind By Ernestina Craig Hall Community Newswire and information is readily available for free; online, Corporate Social ResponsibilityMedia Matching by telephone, and at events. BBC Changing media landscapes ------The fragmented media world BBC Blast inspires creativity by suggesting Website How not to alienate your audience,sources daddy-o of inspiration,! for example through Gameplan BBC Blast Dual brands Multi-media where young people are invited to design their own Celebrity endorsement video game. Blast also provides incentives to work Classic media towards a ﬁnal output through rewards and showcase Charity campaigns Heated about mags opportunities. Nuts about mags Work is shown on a variety of platforms, Making waves including at the Blast weekend festival on BBC2, on TV: still strong TV: no Trouble at all Community Channel, BBC radio, live web casts and New media downloads to mobiles. > Webmania > BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < Top Tip – Make your communication appropriate, Menu accessible and appealing. BBC Blast Blast works across platforms that young people use ------anyway. The website enables interactive networking Page 1 2 3 ------and Blast highlights are sent direct to mobiles. The Football By Ernestina Craig Hall Pitch Competition is tracked through a blog by Football Corporate Social Responsibility Focus’ Editor. BBC ------Website Top Tip – Enable and enhance young peoples’ involvement BBC Blast Blast empowers young people to make their creative ideas real by providing tips, guidance, training and industry contacts. The Blast website is a dynamic creative space where young people can get advice and interact safely. Blast on Tour offers workshops and a creative learning studio equipped with state of the art technology.

Top Tip – Know your audience! Blast involves young people throughout the project with a Youth Panel. As part of HUB4, young people are involved in the planning, delivery and management of the projects. Communication for the next generation < Top Tip – Make your communication appropriate, Back Introduction Bright young things accessible and appealing. BBC Blast Gen Y Blast works across platforms that young people use ------Engaging young volunteeranyway.s The website enables interactive networking Page 1 2 Say 3 a lot for a little ------Inventive ideas and Blast highlights are sent direct to mobiles. The Football By Ernestina Craig Hall Community Newswire Pitch Competition is tracked through a blog by Football Corporate Social ResponsibilityMedia Matching Focus’ Editor. BBC Changing media landscapes ------The fragmented media world Website How not to alienate your audience,Top Tip –daddy-o Enable! and enhance young peoples’ involvement BBC Blast Dual brands Multi-media Blast empowers young people to make their creative Celebrity endorsement ideas real by providing tips, guidance, training and industry Classic media contacts. The Blast website is a dynamic creative space Charity campaigns Heated about mags where young people can get advice and interact safely. Nuts about mags Blast on Tour offers workshops and a creative learning Making waves studio equipped with state of the art technology. TV: still strong TV: no Trouble at all New media Top Tip – Know your audience! Webmania > BBC Blast Blast involves young people throughout the project with Blogs and podcasting a Youth Panel. As part of HUB4, young people are involved MySpace in the planning, delivery and management of the projects. Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation Menu

Blogs and podcasting ------Page 1 2 3 ------Blogs By Paul Caplan ICT Hub Blogs are conversations on a webpage. They begin with ------Websites you telling a story and then your audience of readers/ ICT Hub writers joining in. They are not arrogant or dictatorial or Media Trust – free new media events The Internationale condescending. They have real voice and personality. They create trust and relationships. As such they are ideal ways of talking with young people. Podcasts are audio blogs you can subscribe to, listen to on your computer or download to your MP3 player. As sound media they are accessible, direct and potentially very powerful ways of telling stories. They can ‘also be boring,‘ self-indulgent and top-down. > and podcasting” Communication for the next generation Back Introduction Bright young things Blogs and podcasting Gen Y ------Engaging young volunteers Page 1 2 Say 3 a lot for a little ------Inventive ideas Blogs By Paul Caplan Community Newswire ICT Hub Media Matching Blogs are conversations on a webpage. They begin with ------Changing media landscapes Websites The fragmented media worlyoud telling a story and then your audience of readers/ ICT Hub How not to alienate your audience,writers joining daddy-o in.! They are not arrogant or dictatorial or Media Trust – free new mediaDual brandeventss The Internationale Multi-media condescending. They have real voice and personality. Celebrity endorsement They create trust and relationships. As such they are ideal Classic media ways of talking with young people. Charity campaigns Heated about mags Podcasts are audio blogs you can subscribe Nuts about mags to, listen to on your computer or download to your MP3 Making waves player. As sound media they are accessible, direct and TV: still strong TV: no Trouble at all potentially very powerful ways of telling stories. They can New media also be boring, self-indulgent and top-down. > Webmania BBC Blast > Blogs and podcasting MySpace ‘‘ Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster and Credits podcasting” Communication for the next generation < Top ten tips for effective Blogging Menu – Write like a human being not like a spin-doctor Blogs and podcasting or a computer. ------– Imagine you are talking with someone not talking Page 1 2 3 ------to them or worse, at them. By Paul Caplan – Tell stories. Make them real, local, personal ICT Hub and passionate. ------Websites – Link to other Blogs and stories, become part of the ICT Hub community not above it. Media Trust – free new media events The Internationale – Tag or add keywords to your Blog stories so people can find them and link to them. – Read as well as write: use www.technorati.com to find out what other Bloggers are saying about issues important to you and your audience and comment on them. – Don’t think Blog singular, think Blogs. Set up Blogs for your stakeholders and service users to use. Help them to tell their stories. – Don’t worry if you haven’t got a large audience. Look to develop an active one. – Blog regularly, keep the conversation going. – Just do it. If you haven’t got a Blog on your site, set one up on www.worldpress.com and link to it. > Communication for the next generation < Top ten tips for effective Blogging Back Introduction Bright young things – Write like a human being not like a spin-doctor Blogs and podcasting Gen Y or a computer. ------Engaging young volunteer–s Imagine you are talking with someone not talking Page 1 2 Say 3 a lot for a little ------Inventive ideas to them or worse, at them. By Paul Caplan Community Newswire – Tell stories. Make them real, local, personal ICT Hub Media Matching and passionate. ------Changing media landscapes Websites The fragmented media worl– Linkd to other Blogs and stories, become part of the ICT Hub How not to alienate your audience,community daddy-o not! above it. Media Trust – free new mediaDual brandeventss The Internationale Multi-media – Tag or add keywords to your Blog stories so people Celebrity endorsement can find them and link to them. Classic media – Read as well as write: use www.technorati.com to Charity campaigns Heated about mags find out what other Bloggers are saying about issues Nuts about mags important to you and your audience and comment Making waves on them. TV: still strong TV: no Trouble at all – Don’t think Blog singular, think Blogs. Set up Blogs for New media your stakeholders and service users to use. Help them Webmania BBC Blast to tell their stories. > Blogs and podcasting – Don’t worry if you haven’t got a large audience. MySpace Look to develop an active one. Creating online communities Generation Why – Blog regularly, keep the conversation going. Viral marketing – Just do it. If you haven’t got a Blog on your site, set one Mobile marketing up on www.worldpress.com and link to it. > Jargon buster Credits Communication for the next generation < Top ten tips for effective Podcasting Menu – Think stories. Structure the podcast. Blogs and podcasting – Think content not messages. You’re involved in ------a relationship with people, you’re not delivering Page 1 2 3 ------a message to a niche. By Paul Caplan – Use a human voice. Your delivery doesn’t have to be ICT Hub perfect but it does have to sound like you mean it. ------Websites – Use different voices. Get your service users or ICT Hub stakeholders to add their stories. Media Trust – free new media events The Internationale – If you’re trying to talk to young people, don’t sound as if you’re trying to talk to young people! Don’t pretend you’re 16, get a 16 year-old to do it. – Be creative. Use music, sound collages, and recordings to vary the story. – Use talent. If you know young people, use them and give them a full credit. – Make it regular. People subscribe to podcasts give them regular programmes. – Invite conversations. Use a Blog to get your listeners discussing the podcast and contributing ideas and content. – Just do it. If you can’t host your own podcast, use www.clickcaster.com or www.loudblog.de. Communication for the next generation < Top ten tips for effective Podcasting Back Introduction Bright young things – Think stories. Structure the podcast. Blogs and podcasting Gen Y – Think content not messages. You’re involved in ------Engaging young volunteersa relationship with people, you’re not delivering Page 1 2 Say 3 a lot for a little ------Inventive ideas a message to a niche. By Paul Caplan Community Newswire – Use a human voice. Your delivery doesn’t have to be ICT Hub Media Matching perfect but it does have to sound like you mean it. ------Changing media landscapes Websites The fragmented media worl– Used different voices. Get your service users or ICT Hub How not to alienate your audience,stakeholders daddy-o! to add their stories. Media Trust – free new mediaDual brandeventss The Internationale Multi-media – If you’re trying to talk to young people, don’t sound Celebrity endorsement as if you’re trying to talk to young people! Don’t Classic media pretend you’re 16, get a 16 year-old to do it. Charity campaigns Heated about mags – Be creative. Use music, sound collages, and recordings Nuts about mags to vary the story. Making waves – Use talent. If you know young people, use them and TV: still strong TV: no Trouble at all give them a full credit. New media – Make it regular. People subscribe to podcasts give them Webmania BBC Blast regular programmes. > Blogs and podcasting – Invite conversations. Use a Blog to get your listeners MySpace discussing the podcast and contributing ideas Creating online communities Generation Why and content. Viral marketing – Just do it. If you can’t host your own podcast, use Mobile marketing www.clickcaster.com or www.loudblog.de Jargon buster Credits Communication for the next generation MySpace, is the premier lifestyle portal for connecting Menu with friends and discovering popular culture. By MySpace integrating web profiles, blogs, instant messaging, email, ------music streaming, videos, photos, events organising, groups Page 1 2 3 ------and member forums, MySpace has created a connected By Jamie Kantrowitz community that gives its users tools to put their lives online Senior VP Marketing and Content and express themselves. > MySpace Europe ------Website MySpace

MySpace Communication for the next generation MySpace, is the premier lifestyle portal for connecting Back Introduction Bright young things with friends and discovering popular culture. By MySpace Gen Y integrating web profiles, blogs, instant messaging, email, ------Engaging young volunteermusics streaming, videos, photos, events organising, groups Page 1 2 Say 3 a lot for a little ------Inventive ideas and member forums, MySpace has created a connected By Jamie Kantrowitz Community Newswire community that gives its users tools to put their lives online Senior VP Marketing andMedia Content Matching and express themselves. > MySpace EuropeChanging media landscapes ------The fragmented media world Website How not to alienate your audience, daddy-o! MySpace Dual brands Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting > MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster MySpace Credits Communication for the next generation < With over 80 million monthly users worldwide, the Menu community on MySpace is becoming a true reflection MySpace of its users’ everyday lives: ------– This generation has grown up with choice: Page 1 2 3 ------iPods, internet, digital, cable. By Jamie Kantrowitz – They’ve grown up sharing their lives online. Senior VP Marketing and Content – Their MySpace has become a characterisation MySpace Europe ------of who they are. Website – They want to express themselves creatively. MySpace Social networks allow people to choose how they are portrayed as well as who and what they interact with: – Groups ranging from: Politics, Music, Religion, Social Events, Movies, Jobs. – Discussion Forums with millions of topics. – Profiles that can be customised for people to express their identities. – Users determine what’s interesting and relevant because they create it. > 90m Communication for the next generation < With over 80 million monthly users worldwide, the Back Introduction Bright young things community on MySpace is becoming a true reflection MySpace Gen Y of its users’ everyday lives: ------Engaging young volunteer–s This generation has grown up with choice: Page 1 2 Say 3 a lot for a little ------Inventive ideas iPods, internet, digital, cable. By Jamie Kantrowitz Community Newswire – They’ve grown up sharing their lives online. Senior VP Marketing andMedia Content Matching – Their MySpace has become a characterisation MySpace EuropeChanging media landscapes ------The fragmented media worlofd who they are. Website How not to alienate your audience,– They want daddy-o to! express themselves creatively. MySpace Dual brands Multi-media Celebrity endorsement Social networks allow people to choose how they are Classic media portrayed as well as who and what they interact with: Charity campaigns Heated about mags – Groups ranging from: Politics, Music, Religion, Social Nuts about mags Events, Movies, Jobs. Making waves – Discussion Forums with millions of topics. TV: still strong TV: no Trouble at all – Profiles that can be customised for people to express New media their identities. Webmania BBC Blast – Users determine what’s interesting and relevant Blogs and podcasting because they create it. > > MySpace 90m Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < Social networking sites can engage and empower Menu young people through their powerful communication MySpace and organising tools. MySpace can be a dynamic space ------for people to get educated, debate ideas, and join Page 1 2 3 ------communities around charities. People are already By Jamie Kantrowitz using MySpace to mobilise for coordinated and Senior VP Marketing and Content effective action. MySpace Europe ------Website Charities can create MySpace communities to: MySpace – Build an active community of young people to get involved and educated about the cause and meet each other. – Mobilise volunteers, contributors and campaigns. – Create tools for people to brand their MySpace with charitable endorsement. – Start blogs, photo galleries, video archives for the organisation. Communication for the next generation < Social networking sites can engage and empower Back Introduction Bright young things young people through their powerful communication MySpace Gen Y and organising tools. MySpace can be a dynamic space ------Engaging young volunteerfors people to get educated, debate ideas, and join Page 1 2 Say 3 a lot for a little ------Inventive ideas communities around charities. People are already By Jamie Kantrowitz Community Newswire using MySpace to mobilise for coordinated and Senior VP Marketing andMedia Content Matching effective action. MySpace EuropeChanging media landscapes ------The fragmented media world Website How not to alienate your audience,Charities daddy-o can create! MySpace communities to: MySpace Dual brands Multi-media – Build an active community of young people to get Celebrity endorsement involved and educated about the cause and meet Classic media each other. Charity campaigns Heated about mags – Mobilise volunteers, contributors and campaigns. Nuts about mags – Create tools for people to brand their MySpace Making waves with charitable endorsement. TV: still strong TV: no Trouble at all – Start blogs, photo galleries, video archives for the New media organisation. Webmania BBC Blast Blogs and podcasting > MySpace Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation There are many different ways to run online communities Menu and lots of tools to make this happen. This is a quick run Creating online communities through of some of the important things to bear in mind ------to maintain a positive and successful service. Page 1 2 ------Think about what you are doing and why you By Jim Valentine are doing it. If you’re planning to set up a community, Communities Manager then make sure you know why. The reason behind your YouthNet ------service is going to determine how you run it, whether it’s Websites moderated before or after post, and who you want to YouthNet TheSite encourage to take part. > do-it

Creating online communities Communication for the next generation There are many different ways to run online communities Back Introduction Bright young things and lots of tools to make this happen. This is a quick run Creating online communitiesGen Y through of some of the important things to bear in mind ------Engaging young volunteertos maintain a positive and successful service. Page 1 2 Say a lot for a little ------Inventive ideas Think about what you are doing and why you By Jim Valentine Community Newswire are doing it. If you’re planning to set up a community, Communities Manager Media Matching then make sure you know why. The reason behind your YouthNet Changing media landscapes ------The fragmented media worlserviced is going to determine how you run it, whether it’s Websites How not to alienate your audience,moderated daddy-o before! or after post, and who you want to YouthNet Dual brands TheSite Multi-media encourage to take part. > do-it Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace > Creating online communities Creating Generation Why online Viral marketing Mobile marketing Jargon buster communities Credits Communication for the next generation < Remember who makes a community Menu Websites are run by organisations, but communities are Creating online communities made of real people. You need to maintain a balance ------of control over what goes on in a community and Page 1 2 ------respecting and understanding your members. Without By Jim Valentine them, you’ve got nothing, so make sure they can Communities Manager shape what happens. YouthNet ------Websites You’re never perfect YouthNet TheSite In your community you won’t always be liked by your do-it members, you won’t always be agreed with, and you won’t always get it right. You should be ready to listen to any complaints people might have.

Be honest and open Getting people to look in on your community can be managed with advertising and incentives, but getting people to stay is much harder. One thing that matters is that people feel they are in a place they can trust. By being open and honest and making sure any changes or developments involve your users, everyone remains part of a community, rather than simply being an audience at which to target news and promotions. Communication for the next generation < Remember who makes a community Back Introduction Bright young things Websites are run by organisations, but communities are Creating online communitiesGen Y made of real people. You need to maintain a balance ------Engaging young volunteerofs control over what goes on in a community and Page 1 2 Say a lot for a little ------Inventive ideas respecting and understanding your members. Without By Jim Valentine Community Newswire them, you’ve got nothing, so make sure they can Communities Manager Media Matching shape what happens. YouthNet Changing media landscapes ------The fragmented media world Websites How not to alienate your audience,You’re never daddy-o perfect! YouthNet Dual brands TheSite Multi-media In your community you won’t always be liked by your do-it Celebrity endorsement members, you won’t always be agreed with, and you Classic media won’t always get it right. You should be ready to listen Charity campaigns Heated about mags to any complaints people might have. Nuts about mags Making waves Be honest and open TV: still strong TV: no Trouble at all Getting people to look in on your community can be New media managed with advertising and incentives, but getting Webmania BBC Blast people to stay is much harder. One thing that matters Blogs and podcasting is that people feel they are in a place they can trust. MySpace By being open and honest and making sure any changes > Creating online communities Generation Why or developments involve your users, everyone remains Viral marketing part of a community, rather than simply being an Mobile marketing audience at which to target news and promotions. Jargon buster Credits Communication for the next generation Generation Why is Oxfam’s website for young people, Menu aimed speciﬁcally at those aged 16 to 19. It packages Generation Why together everything that Oxfam has to offer this audience ------and presents it in a style and tone that young people can Page 1 2 3 ------(hopefully) relate to. This includes volunteering at festivals, By Ben Beaumont supporting Oxfam campaigns or putting on ‘Oxjam‘ Editor, Generation Why music fundraising nights. > Oxfam ------Website Generation Why Generation Why Communication for the next generation Generation Why is Oxfam’s website for young people, Back Introduction Bright young things aimed speciﬁcally at those aged 16 to 19. It packages Generation Why Gen Y together everything that Oxfam has to offer this audience ------Engaging young volunteerands presents it in a style and tone that young people can Page 1 2 Say 3 a lot for a little ------Inventive ideas (hopefully) relate to. This includes volunteering at festivals, By Ben Beaumont Community Newswire supporting Oxfam campaigns or putting on ‘Oxjam‘ Editor, Generation Why Media Matching music fundraising nights. > Oxfam Changing media landscapes ------The fragmented media world Website How not to alienate your audience, daddy-o! Generation Why Dual brands Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Generation Nuts about mags Making waves TV: still strong TV: no Trouble at all Why New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities > Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < Because of its younger, more tech-savvy Menu audience, Generation Why can add value to other Generation Why Oxfam websites. In this way, it has used blogging, ------commenting and user-generated content that has Page 1 2 3 ------helped to enrich the site, engage young people and By Ben Beaumont create a sense of community amongst its users. Editor, Generation Why On average, 14–21 year olds spend eight Oxfam ------hours a week online, and half of that time is spent Website in online communities or using messaging services. Generation Why This demonstrates the importance of social networking and community-based content when communicating with a younger audience. Because of this, from the very beginning Generation Why has used blogs as a means of sending live updates from particular events, for example Glastonbury Festival, the G8 rally or a Coldplay tour. This encouraged users to leave comments and debate what they’re reading. After just six months, nearly 20 per cent of users said the blogs were their favourite part of the site. > Communication for the next generation < Because of its younger, more tech-savvy Back Introduction Bright young things audience, Generation Why can add value to other Generation Why Gen Y Oxfam websites. In this way, it has used blogging, ------Engaging young volunteercommentings and user-generated content that has Page 1 2 Say 3 a lot for a little ------Inventive ideas helped to enrich the site, engage young people and By Ben Beaumont Community Newswire create a sense of community amongst its users. Editor, Generation Why Media Matching On average, 14–21 year olds spend eight Oxfam Changing media landscapes ------The fragmented media worlhoursd a week online, and half of that time is spent Website How not to alienate your audience,in online daddy-o communities! or using messaging services. Generation Why Dual brands Multi-media This demonstrates the importance of social networking Celebrity endorsement and community-based content when communicating Classic media with a younger audience. Charity campaigns Heated about mags Because of this, from the very beginning Nuts about mags Generation Why has used blogs as a means of sending Making waves live updates from particular events, for example TV: still strong TV: no Trouble at all Glastonbury Festival, the G8 rally or a Coldplay tour. This New media encouraged users to leave comments and debate what Webmania BBC Blast they’re reading. After just six months, nearly 20 per cent of Blogs and podcasting users said the blogs were their favourite part of the site. > MySpace Creating online communities > Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < Blogs are incredibly easy to set up for free using Menu sites like Blogger.com, which allow your users to comment Generation Why and debate, if you’re not overly censorious about what ------they write. This generates a sense of community on your Page 1 2 3 ------site, by gathering news, reviews and opinions about By Ben Beaumont projects or events you may be working on. Editor, Generation Why Generation Why has also set up a ‘Your Say’ Oxfam ------section which establishes the idea of young people Website communicating with each other, rather than Oxfam Generation Why talking down to them. We have created a list of young people who are interested in writing, and who can commit to writing features on a fairly regular basis. We send them a newsletter with feature ideas and encourage them to come up with their own ideas, often based around ethical consumerism or climate change; topics which seem to energise young people a lot. This is a great way of getting regular, fresh content for the site and avoids the dreaded pitfall of writing your own content which is accused of sounding patronising or dull! Communication for the next generation < Blogs are incredibly easy to set up for free using Back Introduction Bright young things sites like Blogger.com, which allow your users to comment Generation Why Gen Y and debate, if you’re not overly censorious about what ------Engaging young volunteertheys write. This generates a sense of community on your Page 1 2 Say 3 a lot for a little ------Inventive ideas site, by gathering news, reviews and opinions about By Ben Beaumont Community Newswire projects or events you may be working on. Editor, Generation Why Media Matching Generation Why has also set up a ‘Your Say’ Oxfam Changing media landscapes ------The fragmented media worlsectiond which establishes the idea of young people Website How not to alienate your audience,communicating daddy-o! with each other, rather than Oxfam Generation Why Dual brands Multi-media talking down to them. We have created a list of young Celebrity endorsement people who are interested in writing, and who can Classic media commit to writing features on a fairly regular basis. Charity campaigns Heated about mags We send them a newsletter with feature ideas and Nuts about mags encourage them to come up with their own ideas, often Making waves based around ethical consumerism or climate change; TV: still strong TV: no Trouble at all topics which seem to energise young people a lot. New media This is a great way of getting regular, fresh content for the Webmania BBC Blast site and avoids the dreaded pitfall of writing your own Blogs and podcasting content which is accused of sounding patronising or dull! MySpace Creating online communities > Generation Why Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation Menu

Viral marketing ------Page 1 2 3 4 Viral ------By Marie Doherty Former Marketing Manager YouthNet marketing ------Websites YouthNet TheSite Viral marketing is any activity that encourages people do-it to pass on a marketing message to others, creating the opportunity for vast exposure and awareness. One of the main advantages of viral marketing is being able to communicate with a high number of people at a relatively low cost. Virals are a cost effective way for charities to undertake a variety of activities, which include: signing a petition, increasing brand awareness and driving donations. > Communication for the next generation Back Introduction Bright young things Viral marketing Gen Y ------Engaging young volunteers Page 1 2 Say 3 4a lot for a little Viral ------Inventive ideas By Marie Doherty Community Newswire Former Marketing ManagerMedia Matching YouthNet Changing media landscapes marketing ------The fragmented media world Websites How not to alienate your audience, daddy-o! YouthNet Dual brands TheSite Multi-media Viral marketing is any activity that encourages people do-it Celebrity endorsement to pass on a marketing message to others, creating the Classic media opportunity for vast exposure and awareness. One of Charity campaigns Heated about mags the main advantages of viral marketing is being able Nuts about mags to communicate with a high number of people at Making waves a relatively low cost. TV: still strong TV: no Trouble at all Virals are a cost effective way for charities New media to undertake a variety of activities, which include: Webmania BBC Blast signing a petition, increasing brand awareness and Blogs and podcasting driving donations. > MySpace Creating online communities Generation Why > Viral marketing Mobile marketing Jargon buster Credits Communication for the next generation < A viral marketing campaign may not contain Menu all these elements, but the more it features the more Viral marketing successful it is likely to be: ------– Give something away – everyone likes something Page 1 2 3 4 ------for nothing. By Marie Doherty – Make it easy for people to send on. Former Marketing Manager – Make sure your message will work on a small and large YouthNet ------scale, after all you have no control who it is being sent to. Websites – Have a topical message. YouthNet TheSite – Make it fun or provocative, but make sure it’s on brand. do-it – Recipients have to endorse it and want to send it to their friends. – Ensure that you have tracking in place so that you can measure the success of the campaign.

Once you have created your campaign, set up a seed list of people you can send this out to who you know will start momentum for your campaign. Do some PR around your campaign to the trade and consumer press on and ofﬂine. Submit your activity to viral charts – although there may be costs associated with this. > Encouraging people to forward your message on to their friends can soon build campaign momentum. Image: AI/Control Arms Communication for the next generation < A viral marketing campaign may not contain Back Introduction Bright young things all these elements, but the more it features the more Viral marketing Gen Y successful it is likely to be: ------Engaging young volunteer–s Give something away – everyone likes something Page 1 2 Say 3 4a lot for a little ------Inventive ideas for nothing. By Marie Doherty Community Newswire – Make it easy for people to send on. Former Marketing ManagerMedia Matching – Make sure your message will work on a small and large YouthNet Changing media landscapes ------The fragmented media worlscale,d after all you have no control who it is being sent to. Websites How not to alienate your audience,– Have daddy-oa topical! message. YouthNet Dual brands TheSite Multi-media – Make it fun or provocative, but make sure it’s on brand. do-it Celebrity endorsement – Recipients have to endorse it and want to send it to Classic media their friends. Charity campaigns Heated about mags – Ensure that you have tracking in place so that you can Nuts about mags measure the success of the campaign. Making waves TV: still strong TV: no Trouble at all Once you have created your campaign, set up a seed New media list of people you can send this out to who you know will Webmania BBC Blast start momentum for your campaign. Do some PR around Blogs and podcasting your campaign to the trade and consumer press on and MySpace ofﬂine. Submit your activity to viral charts – although there Creating online communities Generation Why may be costs associated with this. > Encouraging people to> forwardViral marketin your g message on to their friendsMobile can marketin g soon build campaignJargon buste momentum.r Image: AI/ControlCredit sArms Communication for the next generation < What have other charities done? Menu

Viral marketing Friends of the Earth ------www.meanorgreen.co.uk Page 1 2 3 4 ------This interactive viral combines a multiple-choice quiz By Marie Doherty and a petition to support Friends of the Earth at the Former Marketing Manager Earth Summit. YouthNet ------Websites The Million Faces Stadium YouthNet TheSite www.controlarms.org/worldcup do-it This is part of the Control Arms project, a joint initiative between Amnesty International, IANSA and Oxfam, a global initiative promoting a petition demanding an arms trade treaty. >

Friends of the Earth’s quiz tests your green credentials. Communication for the next generation < What have other charities done? Back Introduction Bright young things Viral marketing Gen Y Friends of the Earth ------Engaging young volunteerwww.meanorgreen.co.uks Page 1 2 Say 3 4a lot for a little ------Inventive ideas This interactive viral combines a multiple-choice quiz By Marie Doherty Community Newswire and a petition to support Friends of the Earth at the Former Marketing ManagerMedia Matching Earth Summit. YouthNet Changing media landscapes ------The fragmented media world Websites How not to alienate your audience,The Million daddy-o Faces! Stadium YouthNet Dual brands TheSite Multi-media www.controlarms.org/worldcup do-it Celebrity endorsement This is part of the Control Arms project, a joint initiative Classic media between Amnesty International, IANSA and Oxfam, Charity campaigns Heated about mags a global initiative promoting a petition demanding Nuts about mags an arms trade treaty. > Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why > Viral marketing Mobile marketing Friends of theJargon Earth’s buste quizr tests your green credentials.Credits Communication for the next generation < YouthNet is an online charity which aims Menu to guide and support young people. We do this Viral marketing through two websites: ------Page 1 2 3 4 ------TheSite.org and do-it.org.uk By Marie Doherty Viral marketing has been a very successful way for us Former Marketing Manager to promote these websites. YouthNet ------Websites www.thesite.org/ﬂash/dodgy.html YouthNet TheSite How dodgy are you? An interactive quiz, is an example do-it of the viral marketing we have undertaken.

How dodgy are you? Find out at TheSite.org. Communication for the next generation < YouthNet is an online charity which aims Back Introduction Bright young things to guide and support young people. We do this Viral marketing Gen Y through two websites: ------Engaging young volunteers Page 1 2 Say 3 4a lot for a little ------Inventive ideas TheSite.org and do-it.org.uk By Marie Doherty Community Newswire Viral marketing has been a very successful way for us Former Marketing ManagerMedia Matching to promote these websites. YouthNet Changing media landscapes ------The fragmented media world Websites How not to alienate your audience,www.thesite.org/ﬂash/dodgy.html daddy-o! YouthNet Dual brands TheSite Multi-media How dodgy are you? An interactive quiz, is an example do-it Celebrity endorsement of the viral marketing we have undertaken. Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why > Viral marketing Mobile marketing Jargon buster How dodgy are you? Credits Find out at TheSite.org. Communication for the next generation There are around six million 17–24 year olds in the UK and Menu over 95% of them own a mobile phone. In fact, a lot of Mobile marketing them will own more than one, plus SIM cards from a range ------of networks. Groups of mates will chop and change Page 1 2 3 ------between different networks, to keep their collective costs By Tim Dowling & Caroline Schmidt down. More than any other age group, they’ll personalise Head of Contracts and their phone, download ringtones, take movies, play Customer Relationship Manager Virgin Mobile games and use 3G...they love their mobiles! > ------Website Virgin Mobile

Mobile marketing Communication for the next generation There are around six million 17–24 year olds in the UK and Back Introduction Bright young things over 95% of them own a mobile phone. In fact, a lot of Mobile marketing Gen Y them will own more than one, plus SIM cards from a range ------Engaging young volunteerofs networks. Groups of mates will chop and change Page 1 2 Say 3 a lot for a little ------Inventive ideas between different networks, to keep their collective costs By Tim Dowling & CarolineCommunity Schmidt Newswire down. More than any other age group, they’ll personalise Head of Contracts and Media Matching their phone, download ringtones, take movies, play Customer RelationshipChanging media Manager landscapes Virgin Mobile The fragmented media worlgamesd and use 3G...they love their mobiles! > ------How not to alienate your audience, daddy-o! Website Dual brands Virgin Mobile Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities M obile Generation Why Viral marketing > Mobile marketing Jargon buster m Creditars keting Communication for the next generation < As consumers, they know their worth and Menu appreciate it when they are treated well. They can spot Mobile marketing a clichéd marketing message a mile away. To cut through ------the clutter be original, entertaining and above all, honest. Page 1 2 3 ------Get creative with new media, engage them in relevant By Tim Dowling & Caroline Schmidt environments, be brave with design, try involving them in Head of Contracts and your marketing planning and make sure you stand Customer Relationship Manager Virgin Mobile for something. > ------Website Virgin Mobile

Virgin Mobile don’t shy away from bold and quirky ads. Communication for the next generation < As consumers, they know their worth and Back Introduction Bright young things appreciate it when they are treated well. They can spot Mobile marketing Gen Y a clichéd marketing message a mile away. To cut through ------Engaging young volunteerthes clutter be original, entertaining and above all, honest. Page 1 2 Say 3 a lot for a little ------Inventive ideas Get creative with new media, engage them in relevant By Tim Dowling & CarolineCommunity Schmidt Newswire environments, be brave with design, try involving them in Head of Contracts and Media Matching your marketing planning and make sure you stand Customer RelationshipChanging media Manager landscapes Virgin Mobile The fragmented media worlford something. > ------How not to alienate your audience, daddy-o! Website Dual brands Virgin Mobile Multi-media Celebrity endorsement Classic media Charity campaigns Heated about mags Nuts about mags Making waves TV: still strong TV: no Trouble at all New media Webmania BBC Blast Blogs and podcasting MySpace Creating online communities Generation Why Viral marketing > Mobile marketing Virgin MobileJargon don’t busteshy awayr from bold andCredit quirkys ads. Communication for the next generation < Text campaigns are very cost effective, but Menu can also be limited in terms of space for copy (160 Mobile marketing characters). There are also many regulations that govern ------the use of a text as an advertisement for a promo; ASA Page 1 2 3 ------regulations stipulate these. Be snappy in the copy, get By Tim Dowling & Caroline Schmidt right to the point and provide a clear call to action. Head of Contracts and The more you personalise the message the better the Customer Relationship Manager Virgin Mobile response rate, e.g. “You currently have £100 off a fancy ------new phone. Go to www.virginmobile.com for details” Website Virgin Mobile Text short-codes provide the best call to action. You can offer them for free or charge a premium rate. Ensure you comply with ICSTIS regulations and run any purchased lists against the Text Preference Service. Shopping around for the best provider will help you to get a cost effective service. Companies such as Dialogue, NPocket, Opera, WIN and Flytext all offer mobile marketing services. read me Comm unication f or the ne xt generation < Text campaigns are very cost effective, but B a ck I n t r o d u c t i on B ri g h t y o u n g t h i n g s can also be limited in terms of space for copy (160 Mobile marketing G e n Y characters). There are also many regulations that govern ------E n ga gi n g y o u n g v o l u n t e ethe rs use of a text as an advertisement for a promo; ASA Page 1 2 S 3 a y a l o t f o r a l i t t l e ------I n v e n t i v e i d e as regulations stipulate these. Be snappy in the copy, get By Tim Dowling & CarolineC oSchmidt m m u n i t y N e w s w i re right to the point and provide a clear call to action. Head of Contracts and M e d i a M a t c h i ng The more you personalise the message the better the Customer RelationshipC h a n gi n g mManager e d i a l a n d s c ap e s Virgin Mobile T h e f r a g m e n t e d m e d i a wresponse o rld rate, e.g. “You currently have £100 off a fancy ------H o w n o t t o a l i e n a t e y o u r newa u d i e nphone. c e , d a d d Go y - o! to www.virginmobile.com for details” Website D u a l b r a n ds Virgin Mobile M u l t i - m e d ia Text short-codes provide the best call to action. C e l e b ri t y e n d o rs e m e nt You can offer them for free or charge a premium rate. C l a s s i c m e d i a Ensure you comply with ICSTIS regulations and run any C h a ri t y c a m p a i g ns H e a t e d a b o u t m a gs purchased lists against the Text Preference Service. N u t s a b o u t m a gs Shopping around for the best provider will help you M a k i n g w a v es to get a cost effective service. Companies such as T V : s t i l l s t r o ng T V : n o T r o u b l e a t al l Dialogue, NPocket, Opera, WIN and Flytext all offer N e w m e d i a mobile marketing services. W e b m a n ia B B C B l a st B l o g s a n d p o d c a s t i ng ead M y S p a ce r C r e a t i n g o n l i n e c o m m u n i t i es G e n e r a t i o n W hy me V i r a l m a r k e t i ng > M o b i l e m a r k e t i ng J a r g o n b u s t er C r e d i ts Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community Pay per click Podcast ROI Click on terms for deﬁnition RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community Media Matching Pay per click Changing media landscapes The fragmented media worlPodcastd How not to alienate your audience,ROI daddy-o! Click on terms for deﬁnition Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community Short for the term ‘weblog’, this Pay per click is an online diary created by an Podcast individual to share thoughts and ROI happenings, usually, a daily basis. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community Short for the term ‘weblog’, this Media Matching Pay per click Changing media landscapes is an online diary created by an The fragmented media worlPodcastd individual to share thoughts and How not to alienate your audience,ROI daddy-o! happenings, usually, a daily basis. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community

Pay per click Sometimes referred to as ‘zine’, an Podcast electronic publication or magazine ROI in Internet or email form. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community Media Matching Pay per click Changing media landscapes Sometimes referred to as ‘zine’, an The fragmented media worlPodcastd electronic publication or magazine How not to alienate your audience,ROI daddy-o! in Internet or email form. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community

Pay per click Market group born between Podcast 1977–1994, often referred to ROI as GenY (12–29 years). RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community Media Matching Pay per click Changing media landscapes Market group born between The fragmented media worlPodcastd 1977–1994, often referred to How not to alienate your audience,ROI daddy-o! as GenY (12–29 years). Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing Grass roots marketing in MySpace unconventional methods, usually Online community with minimal budget. A typical web method of guerilla marketing is Pay per click posting messages onto forums on Podcast behalf of companies, usually in a ROI subtle way to ‘leak’ PR messages. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Grass roots marketing in Inventive ideas MySpace unconventional methods, usually Community Newswire Online community with minimal budget. A typical web method of guerilla marketing is Media Matching Pay per click Changing media landscapes posting messages onto forums on The fragmented media worlPodcastd behalf of companies, usually in a How not to alienate your audience,ROI daddy-o! subtle way to ‘leak’ PR messages. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community A social networking community, Pay per click where individuals are able to Podcast comment and send messages ROI to one another. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community A social networking community, Media Matching Pay per click Changing media landscapes where individuals are able to The fragmented media worlPodcastd comment and send messages How not to alienate your audience,ROI daddy-o! to one another. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community A virtual community is a group Pay per click whose members are connected by Podcast means of information technologies, ROI typically the Internet. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community A virtual community is a group Media Matching Pay per click Changing media landscapes whose members are connected by The fragmented media worlPodcastd means of information technologies, How not to alienate your audience,ROI daddy-o! typically the Internet. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community A cost model allowing advertisers to pay for performance by only Pay per click being charged when a targeted Podcast lead is brought to their website, ROI NOT when their advert is shown. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community A cost model allowing advertisers to pay for performance by only Media Matching Pay per click Changing media landscapes being charged when a targeted The fragmented media worlPodcastd lead is brought to their website, How not to alienate your audience,ROI daddy-o! NOT when their advert is shown. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community A method of publishing files to the Pay per click Internet, allowing users to subscribe Podcast to a feed and receive new files ROI automatically by subscription. 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Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community Return On an annual Investment, Pay per click it’s a comparison of money gained Podcast or lost through the amount of ROI money invested. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community Return On an annual Investment, Media Matching Pay per click Changing media landscapes it’s a comparison of money gained The fragmented media worlPodcastd or lost through the amount of How not to alienate your audience,ROI daddy-o! money invested. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community Rich Site Summary or Really Simple Syndication – A lightweight Pay per click XML format for distributing news Podcast headlines and other content ROI on the Web. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community Rich Site Summary or Really Simple Syndication – A lightweight Media Matching Pay per click Changing media landscapes XML format for distributing news The fragmented media worlPodcastd headlines and other content How not to alienate your audience,ROI daddy-o! on the Web. 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RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Parts of a website developed Community Newswire Online community with the intention of bringing users back to the site. This Media Matching Pay per click Changing media landscapes typically includes latest news The fragmented media worlPodcastd and information, competitions How not to alienate your audience,ROI daddy-o! and interactive games. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community

Pay per click Playing video or sound in real Podcast time as it is downloaded over ROI the Internet. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community Media Matching Pay per click Changing media landscapes Playing video or sound in real The fragmented media worlPodcastd time as it is downloaded over How not to alienate your audience,ROI daddy-o! the Internet. 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RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction A 5 digit code. Customers are Bright young things E-zine invited to respond to promotions Gen Y Generation Y using this short code (e.g. “text Engaging young volunteerGuerrillas marketing hello to 97679”). This identiﬁes Say a lot for a little the customer to the promoter. Inventive ideas MySpace The customer will typically get Community Newswire Online community a promotional message bounced back to them. This could be Media Matching Pay per click Changing media landscapes a straightforward text message, The fragmented media worlPodcastd a picture message or a link to How not to alienate your audience,ROI daddy-o! a WAP (mobile Internet) page. 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RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace A mechanism for communication Community Newswire Online community between blogs and allows individuals to give keywords that Media Matching Pay per click Changing media landscapes are associated with the blog, The fragmented media worlPodcastd so that users can view similar How not to alienate your audience,ROI daddy-o! webpages. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing User Generated Content: this term refers to online web publishing. MySpace The online content is produced by Online community its users, the general public, and published on websites produced Pay per click by media professionals. This is Podcast cheap and easy and includes ROI blogging and podcasting etc. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing User Generated Content: this term Say a lot for a little refers to online web publishing. Inventive ideas MySpace The online content is produced by Community Newswire Online community its users, the general public, and published on websites produced Media Matching Pay per click Changing media landscapes by media professionals. This is The fragmented media worlPodcastd cheap and easy and includes How not to alienate your audience,ROI daddy-o! blogging and podcasting etc. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing Method of marketing, particularly MySpace suited to email and The Internet Online community due to its immediate nature, that encourages people to pass Pay per click on the message to colleagues, Podcast friends or family, as they perceive ROI it to be relevant. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Method of marketing, particularly Inventive ideas MySpace suited to email and The Internet Community Newswire Online community due to its immediate nature, that encourages people to pass Media Matching Pay per click Changing media landscapes on the message to colleagues, The fragmented media worlPodcastd friends or family, as they perceive How not to alienate your audience,ROI daddy-o! it to be relevant. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community Short for videoblog. A weblog which uses video as its primary Pay per click presentation format. It is primarily Podcast a medium for distributing video ROI content. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community Short for videoblog. A weblog which uses video as its primary Media Matching Pay per click Changing media landscapes presentation format. It is primarily The fragmented media worlPodcastd a medium for distributing video How not to alienate your audience,ROI daddy-o! content. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y ‘Voice of the people’. They are Guerrilla marketing interviews with the general public making up spontaneous and MySpace unrehearsed responses to the same Online community question. Vox pops are a quick way to gauge public opinion on Pay per click an issue, They can be serious or Podcast fun. Best of all they are very easy ROI to make. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y ‘Voice of the people’. They are Engaging young volunteerGuerrillas marketing interviews with the general public Say a lot for a little making up spontaneous and Inventive ideas MySpace unrehearsed responses to the same Community Newswire Online community question. Vox pops are a quick way to gauge public opinion on Media Matching Pay per click Changing media landscapes an issue, They can be serious or The fragmented media worlPodcastd fun. Best of all they are very easy How not to alienate your audience,ROI daddy-o! to make. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Blog Menu E-zine Generation Y Guerrilla marketing MySpace Online community A web-based resource that Pay per click allows multiple users to edit Podcast and contribute to the same ROI web documents. RSS Sticky content Streaming Text Short Codes Trackbacks UGC Viral marketing Vlog Vox pop Wiki Jarbusgonter Communication for the next generation Blog Back Introduction Bright young things E-zine Gen Y Generation Y Engaging young volunteerGuerrillas marketing Say a lot for a little Inventive ideas MySpace Community Newswire Online community A web-based resource that Media Matching Pay per click Changing media landscapes allows multiple users to edit The fragmented media worlPodcastd and contribute to the same How not to alienate your audience,ROI daddy-o! web documents. Dual brands Multi-media RSS Celebrity endorsement Sticky content Classic media Streaming Charity campaigns Heated about mags Text Short Codes Nuts about mags Trackbacks Making waves UGC TV: still strong TV: no Trouble at all Viral marketing New media Vlog Webmania BBC Blast Vox pop Blogs and podcasting Wiki MySpace Creating online communities Generation Why Viral marketing Mobile marketing > Jargon buster Jar Creditbus sgonter Communication for the next generation Media Trust would like to thank the contributors, designers, Menu sponsors, funders and their corporate members.

Contributors Funded by AI/Control Arms, BBC, Bliss, Channel 4, v; a new charity aiming to inspire Community Newswire, CosmoGIRL!, a million more young volunteers EIAA, Friends of the Earth, GCap in England aged 16–25. Media, Guardian Newspapers Ltd, www.wearev.com heat, ICT Hub, International Alert, Internationale, Media Trust, Metro, Sponsored by MySpace Europe, Nuts, Oxfam, Red Virgin Mobile Foundation, T4, TheSite.org, Trouble, www.virginmobile.com UK Youth, YouthNet, Virgin Mobile, Weber Shandwick. Designed by William Joseph Produced by www.williamjoseph.co.uk Katie Simpson Head of Youth Media Media Trust Corporate Members Media Trust BBC, BSkyB, Channel 4, Daily Mail www.mediatrust.org and General Trust, Discovery www.communitychannel.org Networks Europe, Emap plc, Guardian Media Group, ITV, MTV Edited by Networks UK & Ireland, News Katie Simpson and International, Newsquest Media Madelein Dinwoodie Group, The Disney Channel UK, Media Trust Time Warner, WPP Group. Thank you Communication for the next generation Media Trust would like to thank the contributors, designers, Back Introduction Bright young things sponsors, funders and their corporate members. Gen Y Engaging young volunteerContributorss Funded by Say a lot for a little AI/Control Arms, BBC, Bliss, Channel 4, v; a new charity aiming to inspire Inventive ideas Community Newswire, CosmoGIRL!, a million more young volunteers Community Newswire EIAA, Friends of the Earth, GCap in England aged 16–25. Media Matching Media, Guardian Newspapers Ltd, www.wearev.com Changing media landscapes heat, ICT Hub, International Alert, The fragmented media worlInternationale,d Media Trust, Metro, Sponsored by How not to alienate your audience,MySpace daddy-o Europe, !Nuts, Oxfam, Red Virgin Mobile Dual brands Foundation, T4, TheSite.org, Trouble, www.virginmobile.com Multi-media UK Youth, YouthNet, Virgin Mobile, Celebrity endorsement Weber Shandwick. Designed by Classic media William Joseph Charity campaigns Produced by www.williamjoseph.co.uk Heated about mags Katie Simpson Nuts about mags Head of Youth Media Media Trust Corporate Members Making waves Media Trust BBC, BSkyB, Channel 4, Daily Mail TV: still strong www.mediatrust.org and General Trust, Discovery TV: no Trouble at all www.communitychannel.org Networks Europe, Emap plc, New media Guardian Media Group, ITV, MTV Webmania Edited by Networks UK & Ireland, News BBC Blast Katie Simpson and International, Newsquest Media Blogs and podcasting Madelein Dinwoodie Group, The Disney Channel UK, MySpace Media Trust Time Warner, WPP Group. Creating online communities Generation Why Viral marketing Mobile marketing Jargon buster Thank > Credits you