Generation Virtual


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Online media usage is not a characteristic of Generation Y or Z, just those that are online.

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Generation Virtual

  1. 1. Generation X, Y, and Z… Or V by Livingston Communications ©2008
  2. 2. The Digerati: Statistics and Studies <ul><li>1.2 billion people expected to be online by 2011, Gartner </li></ul><ul><li>93% of teens are online regularly, Pew Internet (2007) </li></ul><ul><li>80-90% of boys and girls have social network sites, Kansas City Star (2008) </li></ul><ul><li>More ambitious, brand conscious and tend to move jobs more often than previous generations, FreshMinds Talent & Management Today (2008) </li></ul><ul><li>20% of teens regularly have sleep problems due to night time text messaging exchanges, Jan Van den Bulck of the Catholic University of Leuven </li></ul>
  3. 3. Game Changing Devices
  4. 4. The Digerati: Me, Myself and I <ul><li>500 photos on Flickr </li></ul><ul><li>100 self made videos of… me! </li></ul><ul><li>A Facebook profile feature 150 tagged photos of me, w/ maybe you </li></ul><ul><li>A blog about me! </li></ul><ul><li>I talk, visualize, show people things like: </li></ul><ul><ul><li>My school life (later it will be work) </li></ul></ul><ul><ul><li>The causes I care about </li></ul></ul><ul><ul><li>My girl/boyfriend </li></ul></ul><ul><ul><li>And just about anything else! </li></ul></ul>
  5. 5. Voyeurism or Reality? <ul><li>Community peering means more to digital native </li></ul><ul><li>Being online is simply their reality </li></ul><ul><li>Personal brand management happens </li></ul><ul><li>Reality Check: Brick and mortar version of everything online </li></ul>
  6. 6. Generation V <ul><li>The new online content creating, IMing, voyeuristic generations (Y/Millenial, part X, and now Z) defies common concepts </li></ul><ul><li>Gartner dubs this new always on generation – V for virtual </li></ul><ul><li>Two-way conversation has become the norm </li></ul><ul><li>Online access occurs via many media </li></ul><ul><ul><li>PC/Laptop </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Game Consoles </li></ul></ul><ul><ul><li>TV </li></ul></ul>
  7. 7. Three Aspects of Generation V <ul><li>They don’t necessarily get the underpinnings of technology, it’s just what they use </li></ul><ul><li>Overwhelming desire to participate in online communities, more importantly, global communities </li></ul><ul><ul><li>Occurs through user generated personae </li></ul></ul><ul><ul><li>New media content creation enabled interaction, avatars </li></ul></ul><ul><li>Meritocratic environment: collaboration, &quot;we&quot; is more powerful and valuable than &quot;me,” yet me seems to be pretty important to recognize </li></ul><ul><li>Source: Adam Sarner is a principal analyst at Gartner </li></ul>
  8. 8. What Is This New Media Anyway?
  9. 9. The Old Way
  10. 10. The Old Way
  11. 11. Social Results Using the Old Way
  12. 12. Social Results Using the Old Way
  13. 13. Examples <ul><li>Wal-Mart Astroturf </li></ul><ul><li>Home Depot </li></ul><ul><li>Chevy Tahoe CGM </li></ul><ul><li>Coke Mentos </li></ul><ul><li>JetBlue </li></ul><ul><li>Whole Foods’ Mackey </li></ul><ul><li>Sony's ThreeSpeech </li></ul>
  14. 14. Heart of the Matter
  15. 15. Chemistry: Inherently Organic, Social
  16. 16. The Bad, The Ugly and The Good
  17. 17. Two Way Changes Everything ! <ul><li>Bye-Bye Control! </li></ul><ul><li>Ethics and Transparency </li></ul><ul><li>Attitude: Community versus Audience </li></ul><ul><li>Mandatory Participation: Engage! </li></ul><ul><li>Attitude: Build Value for the Community </li></ul><ul><li>Inspiring Content Wins </li></ul>
  18. 18. Examples: Facebook
  19. 19. Examples: Twitter
  20. 20. Examples:
  21. 21. Examples: Nokia Mosh
  22. 22. Examples: QuickSilver and Dell
  23. 23. Examples: Goodwill and ED
  24. 24. Bored? Get Ready for Part II!
  25. 25. It’s A Virtual Party!
  26. 26. Image Credits from Flickr Creative Commons <ul><li>Game Changing Devices – by Edan </li></ul><ul><li>The Old Way - Spin: Beepola, </li></ul><ul><li>The Old Way – Control: Maddie Digital </li></ul><ul><li>Social Results – The Old Way : Troy </li></ul><ul><li>Social Results – The Old Way: Malingering </li></ul><ul><li>Heart of the Matter – Central Park Sheep Meadow by New York808 - </li></ul><ul><li>Two Way Conversation – Chemistry by GioJL </li></ul><ul><li>Bored by Wajakamek </li></ul><ul><li>Creative Commons by Laughing Squid </li></ul>