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Community, Co-creation, Curiosity... Gen C.
 

Community, Co-creation, Curiosity... Gen C.

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Community, Co-creation, Curiosity... Gen C. Community, Co-creation, Curiosity... Gen C. Presentation Transcript

  • Generation C By Dan Pankraz
  • C for…..?
  • Content Creators Connected Co-creation Customise Community Curious Control ‘C’
  • “ The spread of digital technology has exploded the number of video moviemakers, bloggers & bedroom musicians. Suddenly we're all poets & publishers. Are we witnessing a creative renaissance?” Idealog
  • 5 THINGS TO KNOW ABOUT GEN C
    • They love creating and ‘mashing’ content
    • They are not passive, they form ‘active communities’
    • They thrive on social media sites where they can get involved in ideas and cultural conversations
    • They’re in control of their own lives and are happy with complexity
    • Gen C aspire to work in more creative industries with less rigid social structures
  • MYTH: Gen C is exclusively teenagers
  • … is the age Gen C most wish to be
  •  
  • THEY’RE DIGITAL STORYTELLERS, CONSTANTLY CAPTURING AND SHARING THEIR LIVES
    • 96% of wired Aussies under 21 have joined a social networking site
    Source: Universal McCann Global study on social media trends April 2008
  • WHO LOVE THEIR ‘15 SECONDS OF FAME’
  • And crave constant stimulation… … there is NO OFF SWITCH
  • THEY’RE WORLD IS BASED ON CONTINUOUS PARTIAL ATTENTION
  • iTunes MP3 MMORPGs Avatars iMovie CGI YouTube iPod DV cam Blogs PSP Xbox Apps Wii AV remixes USB MySpace Chat rooms IM Camera phones Twitter Facebook Mash-ups Skype Sidekick / Hiptop UGC Nokia Online profiles iPhone Flickr L8R ;-) File sharing WiFi Wiki HD Widgets Torrent VOIP WITH HUNDREDS OF DIGITAL ACRONYMS TO KEEP THEM OCCUPIED Facebook
  •  
  • THEY’RE CREATIVITY HAS EXTENDED TO AN EXPLOSION IN BODY ART
  • AND A RESPECT FOR BRANDS WHO CREATE CULTURE, NOT MIMIC IT. Cuprocking.com Andy Uprock bringing his graffiti revolution to the world..thanks to Aussie brand Mooks
  • THEY HAVE A PASSION FOR LEARNING NEW SKILLS
    • Comical instructional footage on how to improve your photoshop skills
    WHILE NOT TAKING THEMSELVES TOO SERIOUSLY
  • AND FLOCK TO BRANDS WHO ALLOW THEM TO TAKE OWNERSHIP OF IDEAS
  • LIKE VOTING ON HOW AN AD CAMPAIGN ENDS Flickr Sightings Source:runcactuskidrun.com
  • EVERYTHING HAS TO BE CUSTOMISABLE
  • AS THEY TREAT CONTENT AS COLLABORATIVE AND RECOMBINANT The ‘Control C Generation ’
  • LIKE SPOOFING THEIR FAVOURITE CHARACTERS ON YOUTUBE
  • Movies are now being created based off gaming platforms GAMING NOW DWARFS HOLLYWOOD
  • Gen C see real and imaginary worlds as one….their personas can be fluid and malleable through these different worlds
  • GEN C LOVE PLAYING WITH ‘AVATAR’ CREATION TOOLS THEY CAN PASS ON
  • BRANDS WHO INTRIGUE THEM WITH BRANDED CONTENT WIN
  • OR WHO SIMPLY MAKE THEIR LIFE BETTER FIAT ECODRIVE HELPS GEN C BECOME MORE FUEL EFFICIENT DRIVERS
  • THEY’RE INSPIRED BY BRANDS INVITING THEM TO BE PART OF BIGGER WORLD ISSUES VIRGLE..THE 1 ST PERMANENT HUMAN COLONY ON MARS
  • GEN C LOVE MYSTERIOUS CHARACTERS… NOT THE CLEAN CUT Experimental Torah Bright Restless Imaginative Mysterious Challenging
  • Bam Marguerra is THE cult Gen C hero…. He’s dark, constantly rebelling and doesn’t take himself too seriously
  • THE GEN C LOOK IN 2008/09 Casual cool Fluid Unisex Understated Anti-colour Industrie
  • Terminator 4 Tip: HYPER REAL AND SCI FI MOVIES WILL CAPTIVATE GEN C IN 2009 Transformers 2 Watchmen Wolverine
  • 10 THINGS TO TAKEAWAY
    • Focus on sparking conversations in culture, not on one way messages
    • Foster their creativity and allow for participation/co-creation in all your ideas
    • Treat Gen C as ‘active communities’ who can spread your message NOT target audiences you’re aiming to hit
    • Make sure your brand is always in BETA mode..never fixed or static
    • Plan for content you don’t create, building flexibility into your marketing programs
    • Create useful stuff like widgets and applications that’s relevant to their lives.
    • Treat real and virtual worlds as one..ensuring ideas live seamlessly across all platforms
    • Don’t treat your brand too seriously…stick to a core idea, but allow for lots of different manifestations to keep Gen C interested
    • Don’t be scared of complex ideas which ‘build’ across different media platforms….don’t just plaster one message everywhere
    • Think about how your brand can make a meaningful contribution to gaming culture
  • THANKYOU [email_address]