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...
5 THINGS TO KNOW ABOUT GEN C <ul><li>They love creating and ‘mashing’ content </li></ul><ul><li>They are not passive, they...
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 <ul><li>96% of wired Aussies under 21 have join...
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 Cam...
 
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...
THEY HAVE A PASSION FOR LEARNING NEW SKILLS <ul><li>Comical instructional footage on how to improve your photoshop skills ...
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 <ul><li>Focus on sparking conversations in culture, not on one way messages </li></ul><ul><li>Foster...
THANKYOU [email_address]
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Generation C - a look into their world by Dan Pankraz

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A quick deep dive into Generation C, what makes them tick, what they are into, implications for marketers.
Enjoy. Dan

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  • Generation C - a look into their world by Dan Pankraz

    1. Generation C By Dan Pankraz
    2. C for…..?
    3. Content Creators Connected Co-creation Customise Community Curious Control ‘C’
    4. “ 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. 5 THINGS TO KNOW ABOUT GEN C <ul><li>They love creating and ‘mashing’ content </li></ul><ul><li>They are not passive, they form ‘active communities’ </li></ul><ul><li>They thrive on social media sites where they can get involved in ideas and cultural conversations </li></ul><ul><li>They’re in control of their own lives and are happy with complexity </li></ul><ul><li>Gen C aspire to work in more creative industries with less rigid social structures </li></ul>
    6. MYTH: Gen C is exclusively teenagers
    7. … is the age Gen C most wish to be
    8.  
    9. THEY’RE DIGITAL STORYTELLERS, CONSTANTLY CAPTURING AND SHARING THEIR LIVES <ul><li>96% of wired Aussies under 21 have joined a social networking site </li></ul>Source: Universal McCann Global study on social media trends April 2008
    10. WHO LOVE THEIR ‘15 SECONDS OF FAME’
    11. And crave constant stimulation… … there is NO OFF SWITCH
    12. THEY’RE WORLD IS BASED ON CONTINUOUS PARTIAL ATTENTION
    13. 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
    14.  
    15. THEY’RE CREATIVITY HAS EXTENDED TO AN EXPLOSION IN BODY ART
    16. 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
    17. THEY HAVE A PASSION FOR LEARNING NEW SKILLS <ul><li>Comical instructional footage on how to improve your photoshop skills </li></ul>WHILE NOT TAKING THEMSELVES TOO SERIOUSLY
    18. AND FLOCK TO BRANDS WHO ALLOW THEM TO TAKE OWNERSHIP OF IDEAS
    19. LIKE VOTING ON HOW AN AD CAMPAIGN ENDS Flickr Sightings Source:runcactuskidrun.com
    20. EVERYTHING HAS TO BE CUSTOMISABLE
    21. AS THEY TREAT CONTENT AS COLLABORATIVE AND RECOMBINANT The ‘Control C Generation ’
    22. LIKE SPOOFING THEIR FAVOURITE CHARACTERS ON YOUTUBE
    23. Movies are now being created based off gaming platforms GAMING NOW DWARFS HOLLYWOOD
    24. Gen C see real and imaginary worlds as one….their personas can be fluid and malleable through these different worlds
    25. GEN C LOVE PLAYING WITH ‘AVATAR’ CREATION TOOLS THEY CAN PASS ON
    26. BRANDS WHO INTRIGUE THEM WITH BRANDED CONTENT WIN
    27. OR WHO SIMPLY MAKE THEIR LIFE BETTER FIAT ECODRIVE HELPS GEN C BECOME MORE FUEL EFFICIENT DRIVERS
    28. THEY’RE INSPIRED BY BRANDS INVITING THEM TO BE PART OF BIGGER WORLD ISSUES VIRGLE..THE 1 ST PERMANENT HUMAN COLONY ON MARS
    29. GEN C LOVE MYSTERIOUS CHARACTERS… NOT THE CLEAN CUT Experimental Torah Bright Restless Imaginative Mysterious Challenging
    30. Bam Marguerra is THE cult Gen C hero…. He’s dark, constantly rebelling and doesn’t take himself too seriously
    31. THE GEN C LOOK IN 2008/09 Casual cool Fluid Unisex Understated Anti-colour Industrie
    32. Terminator 4 Tip: HYPER REAL AND SCI FI MOVIES WILL CAPTIVATE GEN C IN 2009 Transformers 2 Watchmen Wolverine
    33. 10 THINGS TO TAKEAWAY <ul><li>Focus on sparking conversations in culture, not on one way messages </li></ul><ul><li>Foster their creativity and allow for participation/co-creation in all your ideas </li></ul><ul><li>Treat Gen C as ‘active communities’ who can spread your message NOT target audiences you’re aiming to hit </li></ul><ul><li>Make sure your brand is always in BETA mode..never fixed or static </li></ul><ul><li>Plan for content you don’t create, building flexibility into your marketing programs </li></ul><ul><li>Create useful stuff like widgets and applications that’s relevant to their lives. </li></ul><ul><li>Treat real and virtual worlds as one..ensuring ideas live seamlessly across all platforms </li></ul><ul><li>Don’t treat your brand too seriously…stick to a core idea, but allow for lots of different manifestations to keep Gen C interested </li></ul><ul><li>Don’t be scared of complex ideas which ‘build’ across different media platforms….don’t just plaster one message everywhere </li></ul><ul><li>Think about how your brand can make a meaningful contribution to gaming culture </li></ul>
    34. THANKYOU [email_address]
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