Social Personas:How different is the real you from the social media you? Implications for social marketing


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when Generation Y want to look their best and present the best image in Facebook and other social networks, what are the implications for social marketers and brands wanting to engage?
This is a tongue in cheek, thought starter presentation, presented at Social Media Club Sydney SMCSYD Social Personas event.

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  • Youth Superficiality Study Authenticity and Superficiality amongst Generation Y by Ipsos MackayMethodology: Online survey, respondents recruited from I-view panel Target: Australian adults aged 22 to 28 years old (quota at 67%) and aged 35 to 40 years old (quota at 33%); mix gender, recruited nationallyNumber of interviews completed: n=627Survey length: 15 mins Fieldwork: completed between 1 to 12 July, 2010This slide refers to Usage and perceptions of social mediaFacebook usage, behaviour, and online personaFacebook online persona: real, aspirational, extension or alter ego? How different is the social media self from the ‘real self’?
  • Paris Hilton is the poster girl for superficiality and becoming famous by doing very little
  • enables users to submit and vote for the most outrageous examples of narcissm on Twitter. Attention, whether negative or positive feeds the superficiality and narcissm
  • Status Anxiety meansthe more we have the more we feel deprived & anxiousWe like to compare ourselves to those we identify withAnd the more people we compare ourselves to, the more we have status anxietyGen Y are the most connected generation – they compare themselves to the most people including celebrities
  • This is from Facebook’s own research – they asked people the reasons they became a fan and “liked” a page.No surprise that the second most popular reson was “because a friend did it”Great for highly identifiable brands – but what about low interest/engagement brands?
  • With 6 million visitors a month, YouTube is not far behind
  • User Generated Content is not nirvana anymore – especially considering what happened in Austrlalia with Toyota’s Yaris-gate (very few people entered a UGC competition so the ad agency got a their production house to create an entry, with dubious incestual subtext, which then artificially won the competition)Couple of tips for marketers wanting crowd sourced content - don’t make the entry mechanism too hard- make it the sort of prize that money can’t buy
  • Pepsi Australia are running the kind of competition which helps Gen Y look good to their friends. The challenge for the winner will be whether they talke $50K in cash for themselves or take 3 of their mates on a trip to the UK to participate in a money can’t buy $85,000 value trip including a driving lesson from the Stig
  • With 500 million Facebook users globally, this translates to 6 Facebook “likes” per day by each user.
  • This Samsung ad speaks directly to what the research found, playing into Gen Y insecurities to look good in their profile pics. It does so with creativity and humour.
  • Social Personas:How different is the real you from the social media you? Implications for social marketing

    1. 1. Social Personas:<br />How different is the social media you from the real you?<br />Implications for social marketers<br />
    2. 2. Evidence of behaviour regarded as superficial<br />Source: Ipsos<br />
    3. 3. Social media amplifies cultural truths<br />
    4. 4. Superficiality and narcissm are rewarded<br />
    5. 5. Keeping up with the Jones’<br />
    6. 6. The brands you like define you<br />Loyal customer of that brand<br />Because a friend did it<br />I want to get info from that brand<br />
    7. 7. facebook: 60% of the audience is > 25 yrs<br />25-34 yr. is the fastest growing segment<br />
    8. 8. YouTube: skews Gen Y & male<br />
    9. 9. social shopping<br />
    10. 10. make sure there’s a decent prize<br />
    11. 11. look good to friends<br />
    12. 12. leverage laziness<br />3 billion “likes” per day<br />
    13. 13. play on insecurities<br />
    14. 14. Tiphereth Gloria<br /><br /><br />