YouthNet blog

Monday Dec 01, 2008

View from across the Atlantic...

I've recently got back from a trip to the US.  It was supposed to be a holiday, but a couple of things made it a bit more working, and a bit less holiday. Firstly, I've probably bored my colleagues senseless with my excitement at doing a spot of freelancing for the BBC on the night of the US election... being in a restaurant/studio overlooking Times Square when Obama got elected is something that'll never forget.

But along with the holiday bit, the other part of my trip to the States that counts as working was going to the YPulse Mashup in Boston.  I've been a follower of Anatasia's youth media and marketing blog for a good couple of years now, even contributed a few times. So on the ridiculous notion that "you're in America. I'm in America" I dropped her an email to see if she was anywhere near me and we could catch up over a coffee.  Better than that, she'd got a whole conference that slotted perfectly into my schedule.

So 36 hours after I'd witnessed one of the greatest election victories of recent years, I was in a sports hall at Boston University meeting a variety of people involved in youth media/marketing in the US. The whole conference has been successfully blogged and written up here, but here are a few things that I think YouthNet can learn from the conference:

Millennials/GenY (defined as those roughly of people born from 1980 until about 2000) have a totally different relationship with their parents to those born earlier (GenX). As a generalisation, GenY's are as likely to go clubbing and seek advice from their parents; whereas GenX's avoid their parents at all costs. The downside of this is helicopter parents.

GenY also have a totally different outlook on work: they know they being exploited so seek rewards in recognition of this fact. They totally blur the boundaries between work and home... they'll update their Facebook in the office but not think twice about checking their work email over the weekend. They also want regular praise (but then who wouldn't?)

We have a mobile version of TheSite.org – and we're planning for more of our interaction to be via wireless internet (but in the long term, it's unlikely to remain a separate entity to our web version). The US mobile phone model is different to Europe – and the popularity of SMS is about seven years behind us – but this doesn't sound that unfamiliar: girls text more, guys use mobile internet more.

In discussion about video, the panel said that "viewers value authenticity more than production quality", short videos work better than TV shows on the web (although the US doesn't have an equivilant BBC iPlayer) and that a lot of teens don't want to create video. Our multimedia editor, Chris Chapman,  has been doing a lot of work on improving our video offering and the points the panel raised tie in nicely with what he (and the rest of us) have been up to.

Finally: two ideas to interest our fundraisers. Firstly, MyYearbook is apparently the fastest growing social network in the US. I don't know whether it will go mainstream this side of the pond, but it has quite an interesting funding model. In return for putting up with ads, users earn "lunchbox money" that they can turn into real cash to support actual causes.

Secondly, Virgin Mobile in the US has been running a pro-social awareness raising campaign on the issue of youth homelessness. In return for a text message, a hoodie was donated to a young homeless person. It's difficult to equate the equivalent easy win for YouthNet, but using mobiles to raise funds still seems like something worth tapping into.

Overall I think the thing I left the conference with was actually how (not surprisingly) the issues that our US-cousins are facing are pretty much the same as we are.  If you change a few of the brand names, ignore the accent and don't mind that they say "mobil" where we say "mobile" there is very little difference between us.

Olly is Editorial Manager of YouthNet.