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Fault lines of the Facebook generation
 

Fault lines of the Facebook generation

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A primer in shifting values. As the world becomes more connected, many values we currently enjoy are either finding themselves threatened by the new reality or simply no longer relevant to ...

A primer in shifting values. As the world becomes more connected, many values we currently enjoy are either finding themselves threatened by the new reality or simply no longer relevant to today’s society.

In this presentation, we explore some of these value-system shifts, providing insights and discussion-points that we hope will help you come to terms with changes that may be taking place in your own business. or life. Enjoy!

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    Fault lines of the Facebook generation Fault lines of the Facebook generation Presentation Transcript

    • KNOWLEDGEFault lines of the generation where value systems collide
    • New technologies are havingprofound effects on the valuesystems of today’s youthFor an equivalent situation, wewould need to turn back theclock to the introduction ofRock & Roll to see thegeneration gap blown sofundamentally wide.
    • In fact, we do hear echoesof similar fearsCollapse of established order, weirdnew past-times, and the ever-presentdanger of sex, sex, sex threateningour children.
    • There is little doubt that the generation gap just got a lot wider…wider than in the 1960’s even. In fact, we do hear echoes of similar fears Collapse of established order, weird new past-times, and the ever-present danger of sex, sex, sex threatening our children.However, this vast chasm has been brought about not byrebellious dropping out, but an enthusiastic tuning in thanksto great advances in technology in the past decade.
    • This newest generation, aptly, takes its name from a piece oftechnology which at once joins people together and sets themapart from those who still refuse to join in the cultural revolution. the generation
    • Let’s start by dispelling a fewmyths and misconceptions
    • MythThe Facebook Generationis defined by ageWhile it can be argued that just about everyteenager is part of the facebook generation;one cannot say that every member of thefacebook generation is a teenager.Membership is defined by attitude andopenness to a certain set of values ratherthan any strict age requirement.
    • The Facebook Generation is definedMyth by use of online social networks We can say that what defines the facebook generation has come about largely because of advances of the internet and online technologies. However, these values and characteristics now for the most part transcend the technology from which they are derived.
    • MythThe values that define thisgeneration are inherentlygood or badThis values system (like all valuessystems) transcends good and bad.Our aim is not to pass judgment, butto reveal the main differences anddrivers.
    • So let’s explore some of the fault linesWhere previous values come intoconflict with the new paradigm
    • The right to privacy vs. The need to share The idea of privacy as something that is desirable or in need of protecting is increasingly alien to the facebook generation. Everything is worthy of sharing with friends, or even the world. Feelings and emotions have become accessories which we display and use to decorate our personas.
    • The right to privacy vs. The need to shareSharing every aspect of life, newsworthy or dull, has become commonplaceand accepted thanks to reality TV, blogging, and vlogging
    • The right to privacy vs. The need to shareFault Lines: Online social networksWhat becomes of all of the databeing collected? Who owns thatinformation? Who has access to it?
    • The right to privacy vs. The need to shareFault Lines: Court SystemsWhere does privacy end andself-incrimination begin?
    • The right to privacy vs. The need to shareFault Lines: Institutions, gov’t and financialWhat exactly are their sources forcollecting personal data?
    • Separation of Social life The idea that the bonds we make in real life are somehow Vs. online life more important or ‘real’ than those we build while we are online seems quaint to the facebook generation.They are continually connected to a vast networkof friends and associates, messaging, chatting,and playing games. They may have best friendswhom they have never met in person.
    • Separation of Social life Vs. online lifeFault Lines: The places we used to ‘hang out’Will need to find new reasons forpeople to leave their living rooms.
    • Full attention vs. Perpetual multitaskingThis is a generation of multi-taskers.It is not uncommon to see studentstexting, messaging, chatting, andtaking notes during classes.They are constantly plugged in,giving partial attention to severaltasks at once.
    • Full attention vs. Perpetual multitaskingFault Lines: School and workMounting evidence suggests thatmulti-tasking inhibits retention andmakes us less efficient.
    • Full attention vs. Perpetual multitaskingFault Lines: The dinner tableFamilies today have very little ‘down time’where they can interact as a unituninterrupted by outside stimuli.
    • Absolute Reality vs. My RealitySplintering media channels have resulted in the abilityto pick and choose the news, culture, andperspectives that agree with our existing points ofview, filtering out pretty much everything else.The facebook generation will be the first to havegrown up entirely in a reality of their choosing.
    • Absolute Reality vs. My RealityFault Lines: PoliticsSuddenly subjected to new ideas andviewpoints, people become intenselypolarized and reactionary.Every issue becomes life or death as ourvery values come into conflict.
    • Absolute Reality vs. My RealityFault Lines: Mainstream MediaPeople expect their worldview reflected back atthem. Since everyone’s worldview is different,things get complicated for broadcasters.
    • Absolute Reality vs. My RealityFault Lines: Mainstream MediaPeople can now also tune out advertisers andother interruptions –threatening the veryfoundation of the mass-media business model.
    • Experiencing culture vs. Creating cultureFor previous generations, others createdculture and we partook.Rock stars, authors, actors, politiciansmade popular culture.Now, thanks to easy-to-master tools forcreating and disseminating creativework, the facebook generation ishijacking and taking full-control ofpopular culture.
    • Experiencing culture vs. Creating culture With unfettered access to its idols and celebrities, the facebook generation can and does insist on becoming part of the narrative
    • Experiencing culture vs. Creating cultureFault Lines: Copyright LawThe gatekeepers of culture are fighting toothand nail to keep their various monopolies.Lawsuits and crackdowns on sites such asYoutube are ‘turning our children into outlaws’according to Lawrence Lessig.
    • Passive Audience vs. Active ParticipantThe facebook generation increasingly expects to be a partof their entertainment –or at least helping to call theshots. They willingly invite and interact with brands andcompanies that put them in the driver’s seat or whichcreate experiences that are collaborative or competitive.
    • Passive Audience vs. Active ParticipantAudience as voyeur
    • Passive Audience vs. Active ParticipantAudience as curator
    • Passive Audience vs. Active ParticipantAudience as jury
    • Passive Audience vs. Active ParticipantAudience as director
    • Passive Audience vs. Active ParticipantAudience as producer
    • Passive Audience vs. Active ParticipantAudience as coach
    • Passive Audience vs. Active ParticipantAudience as detective
    • Passive Audience vs. Active ParticipantAudience as author http://the-starhorse.deviantart.com
    • Passive Audience vs. Active ParticipantThe MTV generation The Reality TV generationRapid-fire, Quick cuts, Multiple messages, Immersive, Anyone can be famous, EmbraceSensorial bombardment your 15 minutes, Ironic, Self-aware
    • Passive Audience vs. Active ParticipantFault Lines: AdvertisingAdvertisers increasingly need permission toengage with consumers.Campaigns are built around consumercreativity or participation rather thanadvertisers’ ideas.
    • Passive Audience vs. Active ParticipantFault Lines: Mass mediaThis generation is not afraid to organize andprotest when things don’t go their way.Online backlash often results when today’saudience feels that their opinions are not beingtaken seriously.
    • Customization vs. PersonalizationThe idea of a typical life or mass consumption isalien to the facebook generation. Companieshave always spoken to them directly, and theyhave come to expect a personalized experiencefrom their interactions with brands, applications,or services.
    • Customization vs. PersonalizationThey never cease trying to turn their lives into aunique user experience. Self-tutoring and body-modification are common expressions of this. www.chopper-tattoo.com
    • Customization vs. PersonalizationFault Lines: Consumer GoodsHow does one turn a profit whenproducing for an audience of one?
    • Too good to be true vs. Not good enough While previous generations have been burned by scams and overpromising technologies – the facebook generation is living in a time when technology continually surpasses their wildest expectations. (most digital technologies at least).The openness of online communication also ensures that expectations, while high,are almost always met and products which do not deliver quickly fade from thedialogue. The result is a generation of ‘eager adaptors’ who are invariablyimpatient for the next big thing.
    • Too good to be true vs. Not good enoughFault Lines: Technology based industriesKeeping a lid on innovation isbecoming increasingly difficult.
    • Trappings of success vs. Trapped by successLuxuries that take you offline and disconnect you fromyour network are not luxuries for the facebookgeneration.A corner office? A cabin in the woods? A new car? Youcan keep them. These people will take the train and surfthe net on the way into work.Actually, they’d prefer not to commute at all seeing asthough everything they need is at home or on thecloud.
    • Trappings of success vs. Trapped by successFault Lines: The WorkplaceCompanies will need to accommodatethe need for greater connectivity ifthey want to attract these people totheir workforce.
    • Trappings of success vs. Trapped by successFault Lines: The Real Estate MarketSmaller houses, ability to walkeverywhere, and multiple spaces tointeract with technology typify thevalues of this generation of homebuyers.
    • Tangible Ownership vs. Ephemeral licenses The facebook generation is increasingly comfortable with virtual objects on digital space. For books, we have our kindle. For Movies, we have Netflix. For games, we have Steam or Kongregate. For applications, we now have the cloud. For activities, we now have our WoW quests, and for real estate, we now buy virtual homes on Second life.In none of these cases do we own anythingthat we can hold in our hands, but rather wehave unlimited rental agreements
    • Tangible Ownership vs. Ephemeral licensesFault Lines: EULAsPeople used to owning books whichthey could loan to friends or gameswhich they could play anywhere areuncomfortable with limitations placedon where, when, or how they can useproducts they supposedly own.
    • Right to privacy vs. the desire to shareSeparation of social life vs. online lifeFull attention vs. perpetual multitaskingAbsolute reality vs. my realityExperiencing culture vs. Creating culturePassive audience vs. active participantCustomization vs. PersonalizationToo good to be true vs. Not good enoughTrappings of success vs. Trapped by successTangible ownership vs. Ephemeral licenses
    • Ideas andinspirationsTo help brands connect withthe facebook generation
    • Give consumers a forum for collaboration, co-creation, and exhibition ratherthan simply telling or showing them how wonderful your product is.
    • Create an entertaining, ongoing event in which consumers can participate.
    • Game layers, while still in early development, are on the right track in terms ofbuilding engagement and interactivity with consumers.
    • Objective Avatars have become a great way to build personalization and ownership into products. We envision the next great leap in personalization to be avatars which you can bring with you from one platform to the next (think of your mobile phone number with a face). The many avatars of Annie OK55 4/12/11
    • Objective In many cases, there are people out there willing to discuss your brand and your products with each other and with you. Social media gives them a forum for this discussion. While you cannot control this discussion, you can certainly listen, take part (if you wish), and act on the feedback you receive from your customers.
    • ConclusionIncreasingly, it is becoming crucial to locate and navigatethe fault lines affecting one’s sphere of influence if onewishes to maintain relevance.Likewise, exploiting an opponent’s weakness in thesematters can be the difference between success and failure.
    • For companies, these fault lines havebecome rallying points, around whichpowerful new (or reinvigorated)brands are being built.
    • The fault lines are here. They are affectingour lives and our businesses now.The only question left to askis, on which side of the dividedo you stand?
    • Thank you for your attention.For more information, please contact:Cocoon GroupDouglas Kaufmand.kaufman@cg-eu.com00420 603 840 287U Pruhonu 13, Prague, Czech Republic 170 00www.cg-eu.com
    • Image sourcesSlide 2: http://decoder.drugfree.org/2008/10/Slide 3: http://i.crackedcdn.com/phpimages/article/8/6/2/2862.jpg?v=1Slide 3: http://www.espritlibre.ws/celebrities/patrick_swayze/Slide 4: http://www.chicagotribune.com/topic/entertainment/movies/easy-rider-(movie)-ENMV0000003638.topicSlide 6: http://www.poptower.com/jamie-hyneman-picture-22888.htmSlide 11: http://fetchinfo.wordpress.com/Slide 16: http://obsoletegamer.com/couples-playing-w-o-w-an-articlementary/Slide 18: http://thehumanrace600.blogspot.com/2011/01/my-multi-tasking-girl.htmlSlide 25: http://www.thebradproject.com.au/tag/viral/Slide 26: http://www.theqit.com/wp-content/uploads/2011/01/chris-crocker.jpgSlide 30: www.comedycentral.comSlide 31: www.cmt.comSlide 35: www.perdidos6temporada.comSlide 37: http://www.tvojehudba.cz/wp-content/gallery/aerosmith/aerosmith_8.jpgSlide 37: http://realitytvmagazine.sheknows.com/2009/12/26Slide 41: www.chopper-tattoo.comSlide 43: http://www.businesspundit.com/the-25-worst-business-failures-in-history/Slide 52: http://vimeo.com/groups/beyondthestillSlide 53: http://www.focusrally.com/Slide 55: http://www.flickr.com/photos/annieok/2367474086/in/photostream/Slide 57: http://www.huffingtonpost.com/2011/02/11/egypt-facebook-revolution-wael-ghonim_n_822078.htmlAdditional images provided by Shutterstock.