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

1. 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

2. 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
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3. Who We Are
• Individuals born
between early
1980s and late
1990s
• 80 million
members, 50
million ages 18-
29
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4. 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’.
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5. 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
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6. 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

7. 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
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8. Gen Y Characteristics: We Love To Wear Many
Faces
Educated Multicultural Social
Political Volunteer
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9. 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
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10. 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
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11. 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
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12. 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
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13. 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

14. 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

15. 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

16. 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
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17. 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
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18. “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
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19. 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.
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20. 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
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21. 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
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22. 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

23. 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…
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24. 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

25. 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
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26. 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
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27. 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
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28. 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
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