TSC12 - Class of 2015

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TSC12 - Class of 2015

  1. 1. CLASSOF 2015 The Social Conference 2012 Miriam Melchers & Sebastian Bench
  2. 2. Meet the MEET THECLASS OF2015 Class of 2015
  3. 3. Who are they and what makes them unique?WHAT WE How do they useSET OUT technology and social media?TO LEARN What does all this mean for my brand?
  4. 4. HOW WEGOT TOKNOW THEM5,000 SURVEYSFOCUS GROUPSUSER-GENERATED VIDEO
  5. 5. THIS ISWHOTHEY ARE
  6. 6. THEIR VALUESHAVE BEEN SHAPEDBY FAMILY AND FRIENDS DEDICATION LOYALTY DISCIPLINE PRIVACY MODESTY TRUST
  7. 7. CULTURAL ANDHISTORICAL EVENTSSHAPE THEIR OUTLOOK
  8. 8. THEY USE TECHNOLOGY TOPROJECT POSITIVE INFLUENCEON THE WORLD
  9. 9. THEY DEFINETHEMSELVES WITH:
  10. 10. 5 WAYS TO Meet the FRIEND THEClass of 2015CLASS OF 2015
  11. 11. 1 HELP THEM express THEIR PERSONAL BRAND, AND THEY WILL BE MORE LIKELY TO “LIKE” YOURS
  12. 12. THEY LIVE IN APUBLIC WORLD OFFANS AND FOLLOWERS 91%make their Facebook Places& Foursquare check-ins public. 66% would look up a store after learning their friend had checked in. 52% have over 300 friends on Facebook. Top 10%, over 1,000.
  13. 13. INTEGRATE VIA THEIR NEED STATES UTILITY ENTERTAIN INFORM REWARD RECOGNIZE
  14. 14. A COOL BRAND MEANS BEING POPULARWHILE ADDING VALUE
  15. 15. THEY PREFER BRANDSTHEY CAN MAKETHEIR OWN AMERICAN APPAREL NO LOGO T SHIRTS CUSTOM DESIGN IPHONE / SPOTIFY THEIR OWN SONG LIST COKE FREE STYLE PERSONALIZED NIKE SHOES
  16. 16. CLEAR LINE BETWEEN FACEBOOK &‘REAL’ FREINDS CONNECT They become part of a network (can also start o ine) SHARE RELATE They share these experiences; They search for the more memorable – mutual points of the longer interest the conversation BOND EXPERIENCE
  17. 17. KNOW WHAT’S TABOOAND WHAT’S SOCIALLYACCEPTABLE ONLINE WHAT IS ACCEPTABLE WHAT IS NOT 30% ok with sharing history of products 84% sharing photos of themselves 77% sharing their music choices 69% are ok with sharing their sexual VS. they purchased 23% ok with sharing their phone number 14% ok with sharing their physical location orientation online
  18. 18. 4THEY COMMUNICATE24/7AND EXPECT THE SAME FROMYOUR BRAND
  19. 19. DEVOURING MOBILE VIDEO CONTENTAND SHOPPING APPS{ 2x as much as any other demo. Nielsen Study (12-17 year olds), June 2011 } 32% Make mobile purchases at least once a week 65% Use mobile phone apps to price compare 7 HRS Watch over 7 hours of mobile video, 2x as much as any other generation { Piper Jaffray Survey of 4,500 teens - April 2011 }
  20. 20. THEY ARE AN UPGRADEABLE,DOWNLOADABLE CULTURE report researching the next 65% model for their current product, immediately after making a purchase.
  21. 21. 5GET TO KNOW THEMBEFORE YOU ASSUME WHAT THEY WANT
  22. 22. THEY HAVESHIFTEDBRAND PREFERENCE Class of 2010 Class of 2015 How expensive is it? How new is it? Rich/bling Cool/down low Status Performance Celebrity influence Friends’ influence Brand signature: Gucci Personalized signature: Nike ID Knock-offs Original
  23. 23. INVITE TO PARTICIPTATE
  24. 24. HOW TO JOINFORCES WITH THEM?
  25. 25. CONSUMER Meet the POWEREDClass of 2015 NETWORK
  26. 26. Group Calendar Digital tool kit Blog Top Ideas Photo albums Reporting PollsPayments/RepRewards™ Leaderboard
  27. 27. COMINGSOON…
  28. 28. Trondheim Copenhagen Amsterdam Stockholm, Gothenburg. Malmö London, Exeter, Edinburgh Hamburg, Berlin, Cologne, Munich Brussels, Gent Milan Beijing MadridAtlanta Zurich New York Paris Mumbai Abu Dhabi Sydney
  29. 29. Why companies join RepNation1.  Insights, activation, ROI track record2.  Complete tooling3.  Cost efficient licensing model4.  Participate in body of knowledge5.  Short time-to-market
  30. 30. QUESTIONS?
  31. 31. CLASS OF 2015
  32. 32. THANK YOU! @miriam_melchers @sbench

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