DECODING
FRIENDS
A GENERATION Y VIEW
LOCAL/SOCIAL CONFERENCE
NOVEMBER 2009




          CONFIDENTIAL   © DECODE 2009   ww...
“our guy”

                      16 yrs OLD, lives near New York City
                    Interests: sports, gaming, comed...
“our guy”
                 Over the last 12 months he has:
                         Helped a neighbor
                    ...
He has 5000 digital friends
If he wants to set up a dinner with a friend….




     CONFIDENTIAL   © DECODE 2009   www.dec...
CONFIDENTIAL   © DECODE 2009   www.decode.net   robert@decode.net
A WORLD OF TOUGH CUSTOMERS


YOUTH, YOUNG ADULTS AND YOUNG FAMILIES ARE
       OFTEN THE MOST DIFFICULT AND
 CRITICAL GROU...
THE BIG QUESTION:
     SO HOW DO YOU ATTRACT, ENGAGE                    & RETAIN
STUDENTS, YOUNG ADULTS  & YOUNG FAMILIES ...
WHAT ARE WE DECODING?




                                                     CONTEXT
                                   ...
Consumers trust Real Friends* and Virtual Strangers the most.
                         Neilsen Global Research 2009




  ...
DECODING FRIENDS
AN INITIATIVE TO HELP COMPANIES
BUILD BETTER RELATIONSHIP STRATEGIES
FOR YOUNG PEOPLE.




        CONFID...
STRONG TIES,
                  WEAK TIES,
            SOCIAL CAPITAL                          ,
          BONDING CAPITAL,...
TWO POWERFUL FORCES



                           QUANTITY
LIFE STAGE                                                   GE...
QUANTITY OF FRIENDS




 CONFIDENTIAL   © DECODE 2009   www.decode.net   robert@decode.net
A LOOK AT THE NUMBERS
    3 COUNTRY STUDY OF GEN Y (US, UK, CANADA) - FEB 2009




  CONFIDENTIAL     © DECODE 2009   www....
AVERAGE # OF
ONLINE FRIENDS
               (GEN Y - 15-29 YEARS)




CONFIDENTIAL
               43 © DECODE 2009   www.de...
% OF GEN Y WHO HAVE
MORE THAN 70 ONLINE
                FRIENDS




 CONFIDENTIAL
                12
                © DEC...
% OF GEN Y WHO HAVE
LESS THAN 10 ONLINE
                FRIENDS




 CONFIDENTIAL
                35
                © DEC...
CHANGING QUANTITY OF FRIENDS OVER TIME
          BASED ON LIFE STAGE




Student                  Single                Co...
CHANGING QUANTITY OF FRIENDS OVER TIME
          BASED ON GENERATION




Student                  Single                Co...
# of friends by life stage
70
                                                                                            ...
Gen Y’s Connectors across media


     average                 <10 friends                  70+ friends


   face to face ...
QUALITY OF FRIENDS




  CONFIDENTIAL   © DECODE 2009   www.decode.net   robert@decode.net
CHANGING QUALITY OF FRIENDS OVER TIME
          BASED ON LIFE STAGE




Student                  Single                Cou...
Friend inflation
Now                                 Then

Friend                              Acquaintance

Best friend  ...
WHERE ARE QUALITY
 FRIENDS FOUND?


 CONFIDENTIAL   © DECODE 2009   www.decode.net   robert@decode.net
# of friends by life stage
70
                                                                                            ...
CONNECTORS ARE A VERY ATTRACTIVE MARKET

have more social/cultural interests

heavy media consumers

active citizens

more...
BUT WE NEED MORE OF THEM
What’s the benefit to moderately social young
people?

How do “moderates” gain access to differen...
CONFIDENTIAL   © DECODE 2009   www.decode.net   robert@decode.net
WHERE TO GO FROM HERE?
        DECODING FRIENDS SYNDICATE




  CONFIDENTIAL   © DECODE 2009   www.decode.net   robert@dec...
A CASE STUDY ON
GRADUATE RECRUITMENT



  CONFIDENTIAL   © DECODE 2009   www.decode.net   robert@decode.net
DECODING FRIENDS
AN INITIATIVE TO HELP COMPANIES BUILD BETTER
RELATIONSHIP STRATEGIES FOR YOUNG PEOPLE.




        CONFID...
CONTACT
                   ROBERT BARNARD
                 ROBERT@DECODE.NET




CONFIDENTIAL    © DECODE 2009   www.decod...
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LSS'09 Keynote Decoding Friends

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Decoding Generation Y: Who really has digital friends? – Robert Barnard, Founder of Decode
One area of wide disparity in Generation Y (those 15-30 years old) is how many digital friends they have. Robert will explore the loaners to the hyperconnected. Who is driving social media and who is not?

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LSS'09 Keynote Decoding Friends

  1. 1. DECODING FRIENDS A GENERATION Y VIEW LOCAL/SOCIAL CONFERENCE NOVEMBER 2009 CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  2. 2. “our guy” 16 yrs OLD, lives near New York City Interests: sports, gaming, comedy, music Tries to avoid buying from companies that are not environmentally responsible Always recycles and switches the light off when he leaves the room Thinks organic food is better than regular Trusts brand name products more than generic or store brands Would rather support and shop at small independent stores vs. big box Doesn’t pay for his music most of the time CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  3. 3. “our guy” Over the last 12 months he has: Helped a neighbor Signed a petition Visited online forums about issues you could comment on If he had his choice he would give money to developing world aid He’s a real Obama supporter He’s confident and future focused He spends 2hrs a day online with friends He only consumes digital media – traditional media is gone CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  4. 4. He has 5000 digital friends If he wants to set up a dinner with a friend…. CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  5. 5. CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  6. 6. A WORLD OF TOUGH CUSTOMERS YOUTH, YOUNG ADULTS AND YOUNG FAMILIES ARE OFTEN THE MOST DIFFICULT AND CRITICAL GROUP TO ENGAGE AS CONSUMERS, EMPLOYEES AND CITIZENS. CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  7. 7. THE BIG QUESTION: SO HOW DO YOU ATTRACT, ENGAGE & RETAIN STUDENTS, YOUNG ADULTS & YOUNG FAMILIES TO BUILD LIFETIME VALUE & ACCELERATE INNOVATION? ENTER DECODE DECODING YOUTH, YOUNG ADULTS & YOUNG FAMILIES TO DISCOVER AND DEVELOP WHAT’S NEXT CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  8. 8. WHAT ARE WE DECODING? CONTEXT INSIGHT STRATEGY INVENTION INTEGRATION CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  9. 9. Consumers trust Real Friends* and Virtual Strangers the most. Neilsen Global Research 2009 * known people CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  10. 10. DECODING FRIENDS AN INITIATIVE TO HELP COMPANIES BUILD BETTER RELATIONSHIP STRATEGIES FOR YOUNG PEOPLE. CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  11. 11. STRONG TIES, WEAK TIES, SOCIAL CAPITAL , BONDING CAPITAL, CONNECTORS, MAVENS GRANOVETTER, PUTNAM, GLADWELL CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  12. 12. TWO POWERFUL FORCES QUANTITY LIFE STAGE GENERATION HUMAN DEVELOPMENT QUALITY COLLECTIVE FORMATIVE EXPERIENCE CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  13. 13. QUANTITY OF FRIENDS CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  14. 14. A LOOK AT THE NUMBERS 3 COUNTRY STUDY OF GEN Y (US, UK, CANADA) - FEB 2009 CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  15. 15. AVERAGE # OF ONLINE FRIENDS (GEN Y - 15-29 YEARS) CONFIDENTIAL 43 © DECODE 2009 www.decode.net robert@decode.net
  16. 16. % OF GEN Y WHO HAVE MORE THAN 70 ONLINE FRIENDS CONFIDENTIAL 12 © DECODE 2009 www.decode.net robert@decode.net
  17. 17. % OF GEN Y WHO HAVE LESS THAN 10 ONLINE FRIENDS CONFIDENTIAL 35 © DECODE 2009 www.decode.net robert@decode.net
  18. 18. CHANGING QUANTITY OF FRIENDS OVER TIME BASED ON LIFE STAGE Student Single Couple Family Friends friends Friends Friends (popularity) (mating) (socializing) (proximity) CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  19. 19. CHANGING QUANTITY OF FRIENDS OVER TIME BASED ON GENERATION Student Single Couple Family Friends friends Friends Friends (popularity) (mating) (socializing) (proximity) CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  20. 20. # of friends by life stage 70 face to face by phone (landline or mobile) through the internet 53 35 18 0 Current Student Secondary School Current Student Post Secondary Young Singles Young Couples Young Familes Student Friends Single friends Couple Friends Family Friends (popularity) (mating) (Socializing) (proximity) CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  21. 21. Gen Y’s Connectors across media average <10 friends 70+ friends face to face 8 60 by phone (landline 4 30 or mobile) through the 4 242 internet CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  22. 22. QUALITY OF FRIENDS CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  23. 23. CHANGING QUALITY OF FRIENDS OVER TIME BASED ON LIFE STAGE Student Single Couple Family Friends friends Friends Friends (popularity) (mating) (Socializing) (proximity) CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  24. 24. Friend inflation Now Then Friend Acquaintance Best friend Friend BFF Best Friend CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  25. 25. WHERE ARE QUALITY FRIENDS FOUND? CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  26. 26. # of friends by life stage 70 face to face by phone (landline or mobile) through the internet 53 35 18 0 Current Student Secondary School Current Student Post Secondary Young Singles Young Couples Young Familes Student Friends Single friends Couple Friends Family Friends (popularity) (mating) (Socializing) (proximity) CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  27. 27. CONNECTORS ARE A VERY ATTRACTIVE MARKET have more social/cultural interests heavy media consumers active citizens more interested in local news than international news CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  28. 28. BUT WE NEED MORE OF THEM What’s the benefit to moderately social young people? How do “moderates” gain access to different types of relationships through social media? How do me make the medium more active for those who are more passive? How do we build momentum through life stages to take advantage of the formative experiences? CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  29. 29. CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  30. 30. WHERE TO GO FROM HERE? DECODING FRIENDS SYNDICATE CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  31. 31. A CASE STUDY ON GRADUATE RECRUITMENT CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  32. 32. DECODING FRIENDS AN INITIATIVE TO HELP COMPANIES BUILD BETTER RELATIONSHIP STRATEGIES FOR YOUNG PEOPLE. CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
  33. 33. CONTACT ROBERT BARNARD ROBERT@DECODE.NET CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net
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