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Ystory SoCon 10 Presentation

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Presentation on Generation Y and Social Media from breakout session at SoCon 10

Presentation on Generation Y and Social Media from breakout session at SoCon 10

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Ystory SoCon 10 Presentation Ystory SoCon 10 Presentation Presentation Transcript

  • Generation Y and Social Media: A New Way To Tell Our Story © RTM&J Real Truth Marketing & Joy LLC | 9000 Central Park West Suite 100 | Atlanta, GA 30328 | O: 770-225-6800 | www.rtmj.com
  • How Do You Reach Us? • Generation Y is all about stories • You must understand their story before you can tell them yours • For Gen Y, social media is a fundamental tool to tell that story • Ystory® profiles the qualities and characteristics that define Gen Y • A better understanding of these qualities and characteristics as they relate to Gen Y’s use of social media leads to more accurate targeting 2
  • Who We Are • Individuals born between early 1980s and late 1990s • 80 million members, 50 million ages 18- 29 3
  • With Money – And Getting More 2008 spending power: $250 billion 2015 projected spending power: $2.45 trillion Source: Gen Y Comes Into Focus. June 6, 2008. eMarketer, Visa, ‘How America Spends’. 4
  • Our World Is Different Globalization Changing Households • New World Powers • Fathers More Active • Interconnectivity • Helicopter Parents Disaster and War • New Family Models – Columbine Shooting – 9/11 – Hurricane Katrina – War in Iraq – Enron and WorldCom Changing Media & Habits – Multimedia – User-Generated Content 5
  • General Gen Y Attributes That Influence Its Approach To Social Media © RTM&J Real Truth Marketing & Joy LLC | 9000 Central Park West Suite 100 | Atlanta, GA 30328 | O: 770-225-6800 | www.rtmj.com
  • Gen Y Recurring Themes • Focus strongly on image and social status and are very self aware – Value individuality while still wanting community and a chance to communicate with others who will listen and relate to them • Tell Stories – Want to influence others, find meaning and importance • Expect and demand for instant gratification – Gen Y hates waiting – they expect immediate satisfaction and tangible results • Value and seek out authenticity – Skeptical and have a sharp eye – Appreciate honesty • Seamless connection between technology and personal life – Gen Y grew up in a connected world and value that connectivity above all else – Technology keeps Gen Y relevant and connected to the world 7
  • Gen Y Characteristics: We Love To Wear Many Faces Educated Multicultural Social Political Volunteer 8
  • Self-Created Comprised of Short Stories Remotely Shared Many Characters, Not One Hero Ystory Aesthetics and Happy Endings Gen Y Characteristics: We Love to Multitask Shorter attention spans + More entertainment platforms = Constantasking 16-18 year olds perform an average of 7 activities in their free time, compared to 6 activities for those in their early 20s and 5.5 for those in their 30s Source: New York Times: The Children of Cyberspace: Old Fogies by Their 20s 9
  • Self-Created Comprised of Short Stories Remotely Shared Many Characters, Not One Hero Ystory Aesthetics and Happy Endings Gen Y Characteristics: We Need Speed • Gen Y live their lives faster • Technology makes everything faster – Snail mail → email, texting – Media stores → online downloads • As a result, Gen Y want instant gratification • Pick up and drop trends faster – Word travels faster – The race to be a trendsetter intensifies – Opportunity to share with others 10
  • Gen Y Characteristics: A Trophy Generation – Self-Created Comprised of Short Stories Remotely Shared Many Characters, Not One Hero Ystory Aesthetics and Happy Endings We Want Control • Gen Y is taking its story into its own hands • Strong desire to express their unique individual stories • Culture of positivism, participation, and self- expression gave Gen Y high self-esteem and confidence and an expectation of support, security, and success 11
  • Self-Created Comprised of Short Stories Remotely Shared Many Characters, Not One Hero Ystory Aesthetics and Happy Endings Gen Y Characteristics: We Search for Identity • Gen Y wants to resist and defy labels – conformity is taboo • Still, they find comfort in commonalities and being accepted and appreciated by others • Nothing is worse than being “fake” – authenticity is king • Gen Yers turn to technology to control and express that identity • Technology has empowered them to take control 12
  • Self-Created Comprised of Short Stories Remotely Shared Many Characters, Not One Hero Ystory Aesthetics and Happy Endings Gen Y Characteristics: We Own Technology 97% • Of college students own a computer 46% • Of iPhone users are Gen Yers 94% • Own a cell phone 81% • Of 18-29 play video games 60% • Own mp3 player Gen Y have the tools to be portable and constantly connected, and they embrace that connectivity Source: E-Learning Curve, Pew Internet & American Life Project 13
  • Gen Y Characteristics: We’re Constantly Self-Created Comprised of Short Stories Remotely Shared Many Characters, Not One Hero Ystory Aesthetics and Happy Endings Connected (And We Like It That Way) • Gen Yers spend 13.9 hours online each week compared to 9.5 for all adults • Gen Yers use the internet for the usual suspects… – Email – Research – Work • But also for everything else, like… – Reviewing products and services, from teachers to apartments – Making dinner reservations – Creating itineraries – Reading the news • Gen Yers are much more likely than older generations to… – Watching TV online – Playing online games – Download media – Instant messaging and social networks Source: Credit Union Times 14
  • Gen Y and Social Media: A Match Made in Heaven © RTM&J Real Truth Marketing & Joy LLC | 9000 Central Park West Suite 100 | Atlanta, GA 30328 | O: 770-225-6800 | www.rtmj.com
  • Gen Y and Communication: Blogs, Social Networks Gen Yers use social media to… • Express their many faces – Gen Yers can find a convenient, community outlet for anything and everything • Political and social • Cultural • hobbies and activities – Gen Yers can jump from community to community to satisfy their short attention spans and multitasking nature 16
  • Gen Y and Communication: Blogs, Social Networks Gen Yers use social media to… • Raise awareness and express support for causes and interests – “Slacktivism”? Support a cause with the click of a mouse • Express, enhance, and manipulate their identity and social status – Gen Yers can reach and influence more people and find more networks online – Get more attention from more people – They have total control over their image from behind a screen – They can tell more stories to more people – there’s always an audience 57% of college students believe their generation uses social networking sites for self-promotion, narcissism, and attention seeking 17
  • “Post Your Bra Color to For Breast Cancer • This viral campaign illustrates how Gen Y likes social Awareness” media to get personal attention but also uses it to support more serious causes • A perfect example of “slacktivism”? Gen Yers may publicly “support” causes just to get personal attention and enhance their image • These types of campaigns may be narcissistic, but online causes still raise awareness and can raise significant money – Susan G. Komen for the Cure Facebook page saw a huge spike in fans after the bra color campaign 18
  • Gen Y and Communication: Blogs, Social Networks Gen Yers use social media to… • Find Authenticity – Conversations on blogs and social networks are perceived as unfiltered, more personal, and thus authentic and “real” • Plan, organize, and mobilize more effectively – Find and coordinate volunteer groups and initiatives – Plan social events and gatherings faster Social networks help organize and publicize …to a nationwide fan group everything from a Haiti relief text campaign... and rally for Conan O’Brien. 19
  • Self-Created Comprised of Short Stories Remotely Shared Many Characters, Not One Hero Ystory Aesthetics and Happy Endings Gen Y and Communication • 69% of Gen Y workers spend more time communicating with coworkers through email and phone than in-person, compared to 59% of Boomers • 84% of Gen Y uses technology to avoid having difficult conversations • 74% of Gen Y professionals believe new tech and software make building professional relationships easier Source: LexisNexis 20
  • Self-Created Comprised of Short Stories Remotely Shared Many Characters, Not One Hero Ystory Aesthetics and Happy Endings Remotely Shared: Online Communicators 99% • Of online adults 18-24 regularly use social networks 84% • of college students go on social networking sites multiple times each day 43% • Of Facebook users were 18-25 62% • Of Gen Y professionals access social networking sites more than 3 times during a workday • Gen Y flocks to social networks and IM to reach more people, control one’s identity, speak more honestly, support causes, document memories, and more • It’s about convenience, expression, and personalization Source: Pew Internet & American Life Project, LexisNexis, SDSU, Participatory Marketing Network 21
  • Gen Y and Reviews and Opinions Gen Y reviews anything and everything online and publishes opinions everywhere – Online review and opinion forums give Gen Y the chance to be influential and make a difference – Yet another empowering way to express one’s voice – Provides unfiltered authenticity – Gen Y knows the power of word of mouth and trusts the wisdom of crowds – Compared to 50% of all consumers, 69% of Gen Y believe that online customer reviews and ratings influence their buying decisions more than any other type of online advertising Source: State of the Media Democracy 22
  • Gen Y and Multimedia: Music, Video, Photos, Livecasting, and More Gen Yers share, consume, and create content online to… • take control and express oneself • influence others and find fame and recognition • express and enhance social status • Cut out the middle man, which increases authenticity For Gen Y, social media means everyone is an author, and everyone can be famous… …a photographer… …A film director or star… …the next big band… 23
  • Self-Created Comprised of Short Stories Remotely Shared Many Characters, Not One Hero Ystory Aesthetics and Happy Endings Remotely Shared: Online Creators 58% • Of Gen Y create personal content online in a given week • Gen Y responds to 71% • Regularly consume original content online ability to customize, • Make their own entertainment personalize 56% online (music, videos, graphics) compared to only 25% of matures • Self-expression • Of Gen Y workers use photo editing • Interactivity 49% software compared to 28% of Boomers • Online creation is empowerment 10%+ • Gen Yers upload videos Source: Gen Y Comes Into Focus. June 6, 2008. eMarketer. 24
  • Gen Y and Entertainment Gen Y expects all entertainment to be social and interactive • Gen Yers’ short attention spans means it takes interactivity to keep them interested, whether its interactive TV, gaming, etc. • Social entertainment means Gen Y can stay in contact with its wide networks and continue to be influential and socially relevant • When entertainment is interactive, Gen Y feels empowered and sees authenticity in the interaction Successful gaming platforms have leveraged …as have entertaining viral Gen Y’s social, interactive nature… campaigns that built buzz with Gen Y 25
  • Ystory Overview Gen Y’s Recurring Themes Focus on image Self-awareness Storytelling Connection between Instant Authenticity technology and gratification lifestyle All of Gen Y’s recurring themes are reflected in Gen Y’s relationship with social media • Social media platforms are places where Gen Yers can manipulate and express their image and social status • They can support causes, keep up with the world, and feel meaningful • Social media platforms are perfect for telling stories • Social media gives Gen Y the instant gratification and immediate results it demands • Interactions and conversations in the social media space are authentic • Because technology and connectivity come so naturally to Gen Y, it’s a natural love affair 26
  • What Does It All Mean? • Gen Y’s wide social networks and propensity to talk about brands means the stakes are high • To reach Gen Y, understand their recurring themes and core characteristics • Gen Y consider social networks to be their space and are protective of it • Whether its supporting and promoting user-generated content, having interactive contests, supplying sharable entertainment, or any other action, Generation Y will only respond if you help them tell their story, their way Out In Mass Marketing Individual Conversations Neutral Stances Bold, Unique, Socially Active Traditional Innovative Polished Honest Private Open Separation Interaction 27
  • Contact Alfredo Ortiz Partner & SVP 770-225-6806 Alfredo.Ortiz@rtmj.com www.rtmj.com RTM&J LLC 9000 Central Park West Suite 100 Atlanta, GA 30328 Stephen Hom Analyst & Ystory Expert 28