The document discusses trends in social media usage among millennials and profiles different types of social media users. It notes that some millennials are moving away from public social networks like Facebook towards more private networks. Stella is profiled as someone who curates a very positive image on Facebook but shares more authentic content privately on Snapchat with close friends. The document suggests Starbucks could attract these socially-private millennials by extending hours and selling alcoholic drinks, allowing for a new kind of social activity experience. A marketing campaign is proposed where customers who bring a friend and post a selfie to a closed social network would receive a free drink reward.

1. - H e r C l o s e d S N S -
Cultural Movement

2. The jobs that explain Stella (23 years
old) in her life
“A dear daughter of someone.”
“A proud BFF of someone.”
“A cool classmate of someone.”
“A reliable coworker of someone.”

3. But in the social media life,
there is only one image she’s trying to get and shown to others.

4. “Well dressed up and set up”
There are not many photos and
updated status talking about
down, sad, or serious situation
of her. There are not her very
plain or ugly photos updated on
her Facebook page as well.

5. Cyberpsychology
“People visit social networking sites such
as Facebook for many reasons, including
the positive
emotional experience that people enjoy and
want to repeat.”
- Cyberpsychology, Behavior, and Social Networking

6. Observing behavior: 1. How she behaves in the most used social media
Total photos: 548
92% of the
p h o t o s
(504)
: Happy with
people
5% of the
photos (27) :
Good looking
of herself
3 % o f t h e
photos (17):
S p e c i a l
moments with
people
The Status
- She tends to post the happy and glorious moments on Facebook
that are open to public.
- Barely see the photos or status about her in down mood or in sad
situation.
- Barely see her talking with her best friend, Kim, on Facebook.
She only uses Facebook as a social media, which means
she doesn’t consider it as her own private space. It’s weird
because the space is very her own room.

7. Simmons storytelling 1
“Of people who visit social sharing website 3 or more
times a day 35.8% think that they are sociable, friendly,
cheerful, and likeable.”
“Of people who visit social sharing website 4 - 6 times
a week 30.6% think that they are sociable, friendly,
cheerful, and likeable.”
# For Millennial like Stella, it is a big gap between visiting social
sharing website 3 or more times a day and visiting 4-6 times a
week, but there isn’t a big gap between the self-concept; just 5%
different in the row number of 35.8% and 30.6%.
# But then an amazing story of Stella and her best
friend, Kim, will explain about this row data.
Let’s take a look at the story through they
use the most to talk.

9. What Simmons and Stella’s story talk about are…
“The both of the heavy users and the non or lighter users
of the social sharing websites (social media) could be
friendly and sociable. It’s not true that you must be
sociable one online to be sociable one onsite as well.”

10. “we have so many favorite things in common such as
dancing, singing, the young super stars, and taking selfies.
We meet often and of course dance with loud music and
just talk at home or at a café. we feel like we are finding
ourselves by doing the favorite things together. Thank you,
dear.”
“When we are not together, we mostly use the chatting
application, Kakao Talk. Ah! we enjoy to use Snapchat these
days because it’s like only for us and no one else can see
whatever we are doing or talking. We can be “real”
ourselves through the app; I wake up in the morning and
just send the photo of me with tangled hair to her saying
Morning. What an awesome.”
Observing behavior: 2. How Stella and Kim behave online and offline

11. Observing Behavior 3: What she uses as a private space
Snapchat
It’s an app that you can send videos or photos
only to a person or the selected people by you,
and the thing you send will be removed after
the receiver checks it.
How they are using Snapchat:
“Stella: I has limited friends who use Snapchat with.
Whenever I want to share anything or talk, I send photos or
videos with texts. I don’t need to be set when I take a
photo or video through Snapchat. I also can talk to my very
private or just bullshit for fun because it’s only for us and
it’s deleted once it is opened. This is the reason I often use
Snapchat, and I use only with some of my best friends.”
There plain pictures through Snapchat
“The trend so-called Closed SNS”

12. “More and More People Recapture Their Own Private Online Paradise”
“If you're between the ages of 18 and 25, chances are you vividly remember the day your grandmother
"friended" you on Facebook. Because literally everyone is on Facebook (or once was), the early adopters
started looking for new social networks to rediscover their "coolness" again.”
“The liberating feeling of not having to worry about your image (hence the awareness on Facebook) allows
them to connect and build meaningful relationships in a community built around trust and honesty.”
“Huge Focus on One-on-One Quality Conversations
People shift from mainstream social networks to private ones in order to escape the constant flow of baby
pictures and avoid distant acquaintances who insist on liking every single one of your photos.
A private network, like Snapchat or messaging app Whatsapp, can greatly benefit engagement
and centralizes the conversation with a single friend. Although these types of social networks consist of very
simple elements, they provide high quality and valuable experiences.”
Source: Public vs. Private Social Networks: Why We Need
One-on-One "Social Quality Time"

13. The trend so-called “Closed SNS or Isolated SNS”
Between is one of the well-known
closed apps that isolate the relationship
between two people.
Only two people can share in a private
space. They share their own memories
and anniversaries, and they can chat.
However, it’s usually used by couples.
Between

14. Path
Path is like an app of the personal dairy +
social media.
The good thing is that only friends of yours
can see what you’ve posted and shared.
Plus, it has various photo effects that you can
use.

15. SNS trend was started by Millennial, and Closed SNS
trend is starting by Millennial as well

16. Segmentation: “We are Millennial but we are all different”
SNS (Social Networking Service) Millennial
“Hi, I’m a student at UCLA majoring in Sociology and 20 years old.”
“I love to post every single moment on Facebook, Instagram, and my Chinese
social media such as Wechat or QQ. I do like to make friends online and do
have various albums to organize my precious photos on Facebook.
Facebooking is just a part of my life just like going to college everyday.
I don’t mean that I only live online, but I do my own stuff to grow up such as
studying hard and sometimes making connection with my people onsite.”
SPS (Social Private Service) Millennial
SWS (Social Without Service) Millennial
“Hi, I’m a student at Hanyang Uni. majoring in literature and 24 years old.”
“I love outdoor activities such as hiking, work-out, having out with my friends,
and even participating at school club. I’m a member of an acting club for
making friends and becoming part of a society. I also enjoy traveling around
the world; it was amazing memory for me to tour in almost all countries in
Europe last summer. But, I barely stay in the social media like Facebook. I
barely post, and most of my post are from tagging via my friends.”
“Hi, I’m a graduate student at CSULA majoring in acting and 26 years old.”
“I like to go out of home and just walk around without any destination. I also
love to work with or just be with people, and that’s why I started studying
acting. I also have couple of clubs at school for social connection. I do
Facebook and have pretty many friends, but I don’t use Facebook as my
private space. I just post some moments I think it’s good to share but I don’t
share my personal thoughts on there. I prefer to use any chat application to
talk to the single one I need to share with.”

17. Simmons storytelling 2
“Those who like to go to the outdoor activities such as dancing or joining clubs
65% more likely drink beer; however, those who don’t 23% less likely drink beer.”
“Plus, those who visit the social sharing website 4-6 times a week 36% more
likely drink beer, but those who visit the social sharing website 3 or more times a
day just 5% more likely drink beer.
“Those who like to go to the outdoor activities such as dancing or joining clubs
22% more likely drink coffee; however, those who don’t 8% less likely drink
coffee.”
“Especially, those who like to go to the outdoor activities 58% drink Starbucks
coffee, but those who don’t 17% less likely drink Starbucks.”
# Drinking beer and coffee are considered as social activities for those people who
like outdoor activities and less rely on social media rather than staying on Facebook.
# Drinking beer is more considered as a social activity rather than drinking coffee;
drinking beer drives people get together talk each other, but drinking coffee means
the both of relaxing alone and talking with people as well. Drinking beer is more like a
social thing, but drinking coffee could be the both of the social thing and personal
thing.
CUE

18. Creative Brief
SPS Millennial
When Starbucks would expand its
offerings and start selling alcoholic
drinks
Now is different from the early
age of social media when the
social media just came out.
People are starting to be tired
of opening too much to public
online. Especially, SPS Millennial
are them who think like this
I want them feel comfortable and find new kind of
experience of social activity
These people like the outdoor
activities and do the social
media as well, but they more
likely consider the actual
activities with people in person
as their own social things
By doing their own things onsite
and by not caring that much the
people on the online social room
1
2
3
4
5
6

19. Starbucks announced,
“it would expand its offerings and start selling alcoholic drinks.”
Expand your social activity scope
- Expand social activity time, space, and
experience at Starbucks.
“You can bring your best friend, Kim, to the
Starbucks store around you, and grab either of
beer and coffee to enjoy your social and
personal talk. Don’t forget that you can
expand your stay-time at the store, Stella.”
Best,
Starbucks.

20. Promotions
“My people (SPS Millennial) do the social networking service and like to have their
own room out of online.”
# At the first day of starting to serve alcohol and extend the business hours at the
Starbucks, if you bring your best friend with you and take a selfie of you and your
friend grabbing drinks and post it on kind of Closed SNS (No Facebook or Instagram)
whatever you have, to show the picture to only friends of yours, one drink free for
your next purchase at the Starbucks (Let people watching the picture feel that’s her
own valuable experience with her best person and let them do this as well).
Expectation
# SPS Millennial come stay for the extended hours at the Starbucks and grab
whatever beer, coffee, or drink to make their own social activity with their people.
# Get new shape of experience staying at Starbucks with beer or coffee for social
activity; let them feel staying at the store also stands for outdoor activity with their
people.

21. Customer Decision Journey

26. Thank you