LSS'09 Keynote Decoding Friends

DECODING FRIENDS A GENERATION Y VIEW LOCAL/SOCIAL CONFERENCE NOVEMBER 2009 CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

“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

“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

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

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 GROUP TO ENGAGE AS CONSUMERS, EMPLOYEES AND CITIZENS. CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

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

WHAT ARE WE DECODING? CONTEXT INSIGHT STRATEGY INVENTION INTEGRATION CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

Consumers trust Real Friends* and Virtual Strangers the most. Neilsen Global Research 2009 * known people CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

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

STRONG TIES, WEAK TIES, SOCIAL CAPITAL , BONDING CAPITAL, CONNECTORS, MAVENS GRANOVETTER, PUTNAM, GLADWELL CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

TWO POWERFUL FORCES QUANTITY LIFE STAGE GENERATION HUMAN DEVELOPMENT QUALITY COLLECTIVE FORMATIVE EXPERIENCE CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

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.decode.net robert@decode.net

AVERAGE # OF ONLINE FRIENDS (GEN Y - 15-29 YEARS) CONFIDENTIAL 43 © DECODE 2009 www.decode.net robert@decode.net

% OF GEN Y WHO HAVE MORE THAN 70 ONLINE FRIENDS CONFIDENTIAL 12 © DECODE 2009 www.decode.net robert@decode.net

% OF GEN Y WHO HAVE LESS THAN 10 ONLINE FRIENDS CONFIDENTIAL 35 © DECODE 2009 www.decode.net robert@decode.net

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

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

# 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

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

QUALITY OF FRIENDS CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

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

Friend inflation Now Then Friend Acquaintance Best friend Friend BFF Best Friend CONFIDENTIAL © DECODE 2009 www.decode.net robert@decode.net

# 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

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

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

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

LSS'09 Keynote Decoding Friends

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