10 Tips On Connecting With Gen C By Dan Pankraz

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An insight for youth marketers on how to best connect with global youth - specifically Gen Y.

10 tips which cover digital strategy,channel planning, brand behaviour and how to leverage social media

Published in: Technology, Business

10 Tips On Connecting With Gen C By Dan Pankraz

  1. 1. GENERATION C 10 TIPS ON CONNECTING WITH YOUTH Dan Pankraz January 2009
  2. 2. This presentation was developed to give youth marketers some perspective on how to best engage with Generation C and youth in general.
  3. 3. SOME KEY CHALLENGES FACING YOUTH BRANDS TODAY <ul><li>How to best use social media </li></ul><ul><li>How to stand out with all the great content out there </li></ul><ul><li>How to create brand utility and ensure your ideas aren’t disposable </li></ul><ul><li>How to create infectious ideas </li></ul><ul><li>How to effectively spark conversations in culture infiltrating social networks </li></ul><ul><li>How to excite a hyper critical community of people </li></ul>
  4. 4. FIRSTLY, A WORD ON GEN C <ul><li>… they’re NOT an age cohort, but a youth mindset of creators whose interests and behaviours are expressed across the technologically progressive backdrop of social media…. </li></ul><ul><li>...these behaviours dictate how Gen C interact with each other and with brands. </li></ul>
  5. 5. GEN C’ERS ARE GETTING YOUNGER Aelita Andre’s artwork is being exhibited with adult work in Melbourne, Australia
  6. 6. <ul><li>C FOR ?? </li></ul>
  7. 7. Digital Creatives Content Creators Connected Co-creation Customise Community Curious Control ‘C’
  8. 8. A GENERATION ADDICTED TO SOCIAL MEDIA <ul><li>Video sharing phenomenon ‘15 seconds of fame’ </li></ul><ul><li>100% of Gen C belong to a social networking site </li></ul><ul><li>Addiction to widgets and iphone apps </li></ul><ul><li>Remixing/mashing content normalised </li></ul><ul><li>Citizen journalism and life caching via blogs and microblogs </li></ul>iTunes MP3 MMORPGs Avatars iMovie CGI YouTube iPod DV cam Blogs PSP BEBO Apps Wii AV remixes USB MySpace Chat rooms IM Camera phones Twitter Facebook Mash-ups Skype UGC Wordle Online profiles iPhone Flickr File sharing Twitter Wiki HD Widgets Torrent VOIP
  9. 9. <ul><li>FOR GEN C PURCHASE DECISION MAKING IS A TEAM SPORT </li></ul>
  10. 10. THEY’RE CONSTANTLY CONNECTED TO THEIR PEERS THROUGH ONLINE COMMUNITIES, RELYING ON THEIR ADVICE FOR EVERTHING …. SO BRAND CONTENT SHOULD TALK TO THE ‘COLLECTIVE’ RATHER THAN THE INDIVIDUAL
  11. 11. MOBILE IS ‘ME MEDIA’ - THEIR WHOLE LIVES WILL STREAM THROUGH THEIR IPHONES YOUR CONTENTS LITMUS TEST IS WHETHER IT MAKES IT ONTO THEIR IPHONE
  12. 12. GEN C WANT GLOBAL CHANGE, TO BELONG AND TO BELIEVE So create ideas/causes that allow them to be part of something bigger and attach their self identity to more worthy causes…
  13. 13. DON’T THINK OF GEN C AS THE DESTINATION POINT FOR YOUR MESSAGE THINK OF THEM AS MESSAGE CARRIERS
  14. 14. <ul><li>Who want to be constantly connected and PARTICIPATE in real and virtual culture </li></ul><ul><li>Their needs vary slightly between the sexes… </li></ul>
  15. 15. <ul><li>To compete within a community i.e: Nike +, MMORPG’s </li></ul><ul><li>To escape their daily routine and be entertained i.e: youtube viewing </li></ul><ul><li>To be someone else i.e: avatars </li></ul><ul><li>To laugh at themselves or their friends </li></ul><ul><li>To showoff their mastery or skill ie: gaming </li></ul><ul><li>To live the life of Vince and the boys from Entourage!!!! </li></ul>GEN C MALES LOVE
  16. 16. <ul><li>To share with others i.e: social networks </li></ul><ul><li>To gossip and life cache i.e: Twitter </li></ul><ul><li>To foster their creativity i.e: Apple’s Genius Bar </li></ul><ul><li>To plan things </li></ul><ul><li>To get lifestyle advice i.e : blogs </li></ul>GEN C FEMALES LOVE
  17. 17. SUCCESSFUL BRAND PARTICIPATION IS BUILT ON Ensuring your brands voice and how it behaves is in synch with the brand idea determines the level of participation Gen C have with your brand…..and then use social media to amplify
  18. 18. AXE/LYNX PRETTY MUCH ALWAYS STAYS TRUE TO THEIR BRAND IDEA ACROSS THEIR ENTIRE PORTFOLIO
  19. 19. AXE GIVES GUYS THE EDGE IN THE MATING GAME..UP TO THE BEDROOM DOOR…HENCE NO AXE CONDOMS AXE EFFECT - TO GIVE GUYS THE EDGE IN THE MATING GAME HELP GUYS ANYWHERE, ANYTIME WHEN GIRLS ARE AROUND…BUT STOP AT THE BEDROOM DOOR SWAGGER CONFIDENCE IRREVERENCE CHEEK
  20. 20. OK, SO 10 POINTERS FOR ENGAGING WITH GEN C
  21. 21. 1. CREATE DIGITAL TOOLS THAT HELP GEN C DO STUFF…LEVERAGE SOCIAL MEDIA RATHER THAN TRY TO BUILD WEBSITES FROM SCRATCH
  22. 22. 2. BE PROVOCATIVE TAKE AT LEAST 1 BIG RISK A YEAR
  23. 23. LIKE DIESEL’S SFW XXX PORN PARTY INVITE WHICH STAYED TRUE TO THEIR PROVOCATEUR POSITIONING
  24. 24. OR ZOO YORK’S ‘SPREAD THE WORD’ CAMPAIGN CAUSING HAVOC IN NYC
  25. 25. 3. CREATE CULTURE.. DON’T MIRROR IT
  26. 26. NIKE DOESN’T CREATE CAMPAIGNS, THEY CREATE CULTURAL PHENOMENON…AND DELIVER IT FOR FREE
  27. 27. DON’T HOLD UP A ‘MIRROR’ TO THEIR LIVES <ul><li>Coke is a serial offender in boring Gen C by ‘mirror-ing’ their lifestyle </li></ul><ul><li>They try to own ‘Summer’ in Australia but do they ever actually add any value to their lives???? </li></ul>
  28. 28. INSTEAD, PROVIDE A ‘LENS’ INTO SOMETHING NEW AND A DIFFERENT BRAND EXPERIENCE samedisays.com <ul><li>Channeling a voodoo spirit (Baron Samedi) in New Orleans to launch a ‘supernatural energy’ drink bearing his name. </li></ul>
  29. 29. 4. LIGHT LOTS OF FIRES, AND FAN THEM
  30. 30. 5. PLAN FOR CONTENT YOU DON’T CREATE <ul><li>Poke and prod youth in social media and allow </li></ul><ul><li>them to add their own take on your idea, and watch </li></ul><ul><li>as youth passion grows. </li></ul>INVITE MANIPULATION OF YOUR CONTENT..GET IT UP ON A TORRENT
  31. 31. 6. LISTEN TO YOUR BRAND FANS <ul><li>Spend time listening to what your brand fans are saying about you… </li></ul><ul><li>….Then surprise them with pro-active ideas, content, widgets etc that entertain them and make their life more interesting </li></ul>
  32. 32. LIKE EA SPORTS CREATING A COMMERCIAL IN RESPONSE TO A YOUTUBE USER COMMENT ABOUT A ‘GLITCH’ IN THE PGA ‘WALK ON WATER’ VIDEO GAME
  33. 33. OR ADDING VALUE TO THEIR EXPERIENCES <ul><li>Wrangler Jeans has created laundromats at music festivals across the USA and Europe where Gen C can get their clothes washed – a great example of brand activation that has utility. </li></ul>
  34. 34. 7. GEN C RESPECT ( GOOD ) PEER CREATED CONTENT THAT’S REAL AND DOWN TO EARTH
  35. 35. SPRITE ‘Truth Hunters’ thirstfortruth.com.au <ul><li>Sprite bringing their ‘Brutal Honest Truth’ brand idea to life via the ‘Truthhunters’ video content series </li></ul>
  36. 36. AOL BEBO’S ‘MEET THE FRESHERS’ <ul><li>‘ Meet the Freshers’ is a new video series on Bebo exploring what ‘Freshers’ (Freshman) are up to during their 1 st semester at college. The weekly series is hosted by teen publishing tycoon, Tom Thurlow </li></ul>
  37. 37. 8. CREATE BRAND PROPERTIES THAT CAN ENTER THE VERNACULAR
  38. 38. AXE CREATED THE WORLDS BEST BRAND PROPERTY IN ‘GAMEKILLERS’ GAMEKILLER LANGUAGE HAS INFILTRATED YOUTH SPEAK..VISIT ANY COLLEGE IN THE USA TO FIND GAMEKILLERS AT WORK
  39. 39. 9. BE EXPERIMENTAL AN ALWAYS BETA MODE APPROACH (Evolving, experimenting, engaging)
  40. 41. 10. TAKE GEN C ON AN ADVENTURE… LET THEM DISCOVER “Youth are hardwired for risky behaviour, 60% of risk taking behaviour is genetically pre – determined” Dr Marvin Zuckerman, University of Delaware on ‘Sensation Seeking Behaviour”
  41. 42. NOKIA’S N82 ‘URBANISTA DIARIES’ WAS A TRANSMEDIA IDEA BUILT OVER VARYING CHANNELS Four intrepid bloggers sent round the world with a Nokia N82, recording their journey. The whole project is a Nokia sponsored global relay race, where each contestant is placed 'somewhere in the world' and will encounter situations and challenges where they can use the N82 to document and share their experiences, as well as locate the next blogger to pass the baton/phone on to.
  42. 43. 10 THINGS TO TAKEAWAY <ul><li>Create digital tools that make their life easier.. and give them away for FREE </li></ul><ul><li>Don’t ever play it safe, it’s better to polarise and stand for something </li></ul><ul><li>Try and create fresh cultural phenom, don’t mirror their current lifestyle </li></ul><ul><li>Light lots of little fires which all build to one central brand idea </li></ul><ul><li>Invite manipulation of your content, have flexibility and fluidity with your ideas </li></ul>
  43. 44. 10 THINGS TO TAKEAWAY <ul><li>6. Listen to what your fans are saying, then be pro-active and transparent </li></ul><ul><li>7. Be real and honest, have a peer to peer conversation in real language </li></ul><ul><li>8. Think about how your idea can enter the vernacular, what’s your brand as a verb? </li></ul><ul><li>9. Always, always be in BETA mode </li></ul><ul><li>10. Be a discovery brand, let them uncover interesting things about you, or create it yourself. </li></ul>
  44. 45. Any questions regarding this deck, drop me an email on [email_address]

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