TSC12 - Miriam Melchers & Seb Bench - LBi & MR Youth
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TSC12 - Miriam Melchers & Seb Bench - LBi & MR Youth

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TSC12 - Miriam Melchers & Seb Bench - LBi & MR Youth TSC12 - Miriam Melchers & Seb Bench - LBi & MR Youth Presentation Transcript

  • CLASSOF 2015 The Social Conference 2012 Miriam Melchers & Sebastian Bench
  • Meet the MEET THECLASS OF2015 Class of 2015
  • Who are they and what makes them unique?WHAT WE How do they useSET OUT technology and social media?TO LEARN What does all this mean for my brand?
  • HOW WEGOT TOKNOW THEM5,000 SURVEYSFOCUS GROUPSUSER-GENERATED VIDEO
  • THIS ISWHOTHEY ARE
  • THEIR VALUESHAVE BEEN SHAPEDBY FAMILY AND FRIENDS DEDICATION LOYALTY DISCIPLINE PRIVACY MODESTY TRUST
  • CULTURAL ANDHISTORICAL EVENTSSHAPE THEIR OUTLOOK
  • THEY USE TECHNOLOGY TOPROJECT POSITIVE INFLUENCEON THE WORLD
  • THEY DEFINETHEMSELVES WITH:
  • 5 WAYS TO Meet the FRIEND THEClass of 2015CLASS OF 2015
  • 1 HELP THEM express THEIR PERSONAL BRAND, AND THEY WILL BE MORE LIKELY TO “LIKE” YOURS
  • THEY LIVE IN APUBLIC WORLD OFFANS AND FOLLOWERS 91%make their Facebook Places& Foursquare check-ins public. 66% would look up a store after learning their friend had checked in. 52% have over 300 friends on Facebook. Top 10%, over 1,000.
  • INTEGRATE VIA THEIR NEED STATES UTILITY ENTERTAIN INFORM REWARD RECOGNIZE
  • A COOL BRAND MEANS BEING POPULARWHILE ADDING VALUE
  • THEY PREFER BRANDSTHEY CAN MAKETHEIR OWN AMERICAN APPAREL NO LOGO T SHIRTS CUSTOM DESIGN IPHONE / SPOTIFY THEIR OWN SONG LIST COKE FREE STYLE PERSONALIZED NIKE SHOES
  • CLEAR LINE BETWEEN FACEBOOK &‘REAL’ FREINDS CONNECT They become part of a network (can also start o ine) SHARE RELATE They share these experiences; They search for the more memorable – mutual points of the longer interest the conversation BOND EXPERIENCE
  • KNOW WHAT’S TABOOAND WHAT’S SOCIALLYACCEPTABLE ONLINE WHAT IS ACCEPTABLE WHAT IS NOT 30% ok with sharing history of products 84% sharing photos of themselves 77% sharing their music choices 69% are ok with sharing their sexual VS. they purchased 23% ok with sharing their phone number 14% ok with sharing their physical location orientation online
  • 4THEY COMMUNICATE24/7AND EXPECT THE SAME FROMYOUR BRAND
  • DEVOURING MOBILE VIDEO CONTENTAND SHOPPING APPS{ 2x as much as any other demo. Nielsen Study (12-17 year olds), June 2011 } 32% Make mobile purchases at least once a week 65% Use mobile phone apps to price compare 7 HRS Watch over 7 hours of mobile video, 2x as much as any other generation { Piper Jaffray Survey of 4,500 teens - April 2011 }
  • THEY ARE AN UPGRADEABLE,DOWNLOADABLE CULTURE report researching the next 65% model for their current product, immediately after making a purchase.
  • 5GET TO KNOW THEMBEFORE YOU ASSUME WHAT THEY WANT
  • THEY HAVESHIFTEDBRAND PREFERENCE Class of 2010 Class of 2015 How expensive is it? How new is it? Rich/bling Cool/down low Status Performance Celebrity influence Friends’ influence Brand signature: Gucci Personalized signature: Nike ID Knock-offs Original
  • INVITE TO PARTICIPTATE
  • HOW TO JOINFORCES WITH THEM?
  • CONSUMER Meet the POWEREDClass of 2015 NETWORK
  • Group Calendar Digital tool kit Blog Top Ideas Photo albums Reporting PollsPayments/RepRewards™ Leaderboard
  • COMINGSOON…
  • Trondheim Copenhagen Amsterdam Stockholm, Gothenburg. Malmö London, Exeter, Edinburgh Hamburg, Berlin, Cologne, Munich Brussels, Gent Milan Beijing MadridAtlanta Zurich New York Paris Mumbai Abu Dhabi Sydney
  • Why companies join RepNation1.  Insights, activation, ROI track record2.  Complete tooling3.  Cost efficient licensing model4.  Participate in body of knowledge5.  Short time-to-market
  • QUESTIONS?
  • CLASS OF 2015
  • THANK YOU! @miriam_melchers @sbench