A deep dive into how social media has given rise to Generation C - the connected collective. Gen C move in 'swarms' and there are some key tenets of successfully engaging with this hyper connected collective.
10. AUSSIE YOUTH IN SOCIAL MEDIA 3.4 Hours a day on the Internet Synovate research 12 Feb 2009 36% Read other peoples social network profile pages 35% Regularly update their profile pages 98% Of all Youth connected on the Internet 52% Report increased usage of the Internet from previous year and expected to grow 41% Have searched for information on products and services
11. THE RESULT: MEDIA DEMOCRATISATION WHERE ANYBODY CAN BECOME AN AUTHOR, JOURNALIST, FILM MAKER OR STAR
23. GEN C ARE THE CONNECTED COLLECTIVE CRAVING CONSTANT CONTACT WITH FRIENDS Always searching for ‘CULTURAL CAPITAL’ to talk about
24. THEIR MOBILE PHONES ARE THEIR SOCIAL HUB DELIVERING ON THREE KEY NEEDS EXPRESSIONISM Creativity COLLECTIVISM Belonging ESCAPISM Entertainment Competition
25. WE’LL SEE AN OUTBREAK OF O.L.D. – ‘OBSESSIVE LIFESTREAMING DISORDER’ Gen C’s need for belonging and social significance has led to the constant archiving of one’s memories, words, photos and detailing every-day life for public sharing . Streaming your life in 5 minute intervals
26. AND THERE IS AN UNDERLYING COMPETITIVE PRESSURE WITHIN THESE COLLECTIVES TO BE IN THE KNOW ‘SNOOPING’ PHENOMENON Who is with who? Where are people going ? Who is/isn’t invited? Wearing? Style? Status...
27. THEY COLLABORATE ON EVERYTHING Peer influence has made purchase decision making a ‘Team Sport’
28. EVEN GAMING HAS SEEN A SHIFT FROM INDIVIDUAL ACHIEVEMENT TO ‘COLLECTIVE FUN’ Group play of Wii and MMORPG’s more popular than Xbox 360
29. REAL AND CYBER WORLDS CO-EXIST Their personas can be fluid through these different worlds
30. C FOR CONTENT Youtube is the new TV, they don’t want ‘appointment to view’ The swarm gravitate towards content that gives them something to talk about with friends
31. GEN C COMPRESS 38 HOURS OF ACTIVITY INTO A DAY Living in a state of continuous partial attention
34. C FOR CO-CREATION AND REMIXING Gen C are our partners in communication Source:Faris Yakob blog
35. Source: Forrester Research ‘Technographics Profile’ Australia 2008 ALTHOUGH IT’S IMPORTANT TO UNDERSTAND THE ‘TECHNOGRAPHIC’ PROFILE Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
37. C FOR CREATIVITY An insatiable appetite for creativity in the palm of their hands
38. THEY HAVE A PASSION FOR LEARNING NEW SKILLS WHILE NOT TAKING THEMSELVES TOO SERIOUSLY
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40. THEIR CREATIVITY HAS MANIFESTED TO AN EXPLOSION IN BODY ART The ‘Ink Tribe’ is pervasive across all Gen C subcultures and a form of cultural capital
53. WITCHERY IS MORE KNOWN FOR DECEIVING US THAN CREATING A COOL CONVERSATION $3.99 There’s a fine line between being ‘deceived’ and being let in on a secret
56. THE ‘FUTURE FILM FESTIVAL’ IS FOR BUDDING DIRECTORS, ACTORS, WRITERS (AGED 13-25) GIVING THEM THE CHANCE TO GET UP CLOSE AND LEARN FROM GURU’S IN FILM..ALL FOR FREE
57. AT THE AUSTRALIAN OPEN TENNIS, GARNIER OFFERED TEEN GIRLS THE CHANCE FOR A QUICK MAKEOVER..FOR FREE GIRLS LINED UP FOR 3 HOURS IN 32 DEGREE HEAT FOR A QUICK MAKEOVER AND A $30 GARNIER GIFT PACK
58. NINTENDO CREATED THE Wii TENNIS CLUB GIVING YOUNG TENNIS PLAYERS THE CHANCE TO COMPETE AGAINST THEIR HEROES… AND EACH OTHER….
65. MOUNTAIN DEW LET TEENS TAKE OWNERSHIP OF THEIR BRAND VIA ‘DEWMOCRACY...A NATIONAL ELECTION TO CREATE A NEW FLAVOUR PROBLEM: Create a closer connection with Dew drinkers. SOLUTION: ‘ Dewmocracy’ campaign, a national election to create the next Mountain Dew flavour. Oct 07 at dewmocracy.com teens could create all aspects of new drink, colour, name, flavour and the ads for it. Top 3 drinks were voted on and tried out. Mountain Dew ‘Voltage’ won with 42% of vote and hits in Jan 09. RESULT: 1.6m unique site visitors 350,000 votes on dewmocracy.com Massive social buzz & excitement
66. YOUTH CAN NOW DESIGN SHOES VIA THEIR MOBILE WITH NIKE ID
67. LET ME GET UP CLOSE AND PERSONAL...VIA MEDIA AGGREGATION
68. ADIDAS BASKETBALL FOR ‘ALL STAR WEEKEND’ LET YOU FOLLOW DWIGHT HOWARD AROUND FOR THE WEEKEND....HE UPLOADED PICS, VIDEO FOOTAGE AND TWITTER’D
79. SO IT’S NOW ABOUT GETTING CLLECTIVES TO TALK TO EACH OTHER ABOUT YOUR BRAND THROUGH MORE ORGANIC COMMS MODELS Source: David Armano Blog
80. AND SHIFTING HOW YOUR BRAND BEHAVES IN MEDIA TRADITIONAL MEDIA SOCIAL MEDIA Brand in control Consumer in control One way delivery Repeating the message Informing, Entertaining Solely company created content Co-creation where relevant Influencing, Involving Adapting the message Two way, part of a conversation The ‘Best Bits’ Complete Honesty & Transparency
81. I BELIEVE THERE ARE TWO WAYS YOUTH BRANDS CAN INTERACT IN SOCIAL MEDIA ‘ DO GOOD MARKETING’ MOVEMENT ‘ SUBVERSIVE’ MOVEMENT VS VS VS VS VS Big mainstream brands Eg: Coke, Nike Underground niche brands Eg: Zoo York Give back to community, Provide utility Honesty, bigger causes Self enhancement Hoaxes, tricks, rebellion Disrupt/agitate the community Feel good stuff Squirm worthy stuff Mainstream youth culture Youth subcultures
