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HOMO
CONNECTUS
>>
THE
BEGINNING
>>
WHAT STARTED WITH ZEROS AND ONES, SOON REACHED NEW DIMENSIONS
5.000.000.000 MOBILE PHONES WORLDWIDE (ERICSSON: JUL 2010)
9...
A DEVELOPMENT
THAT DOES NOT LEAVE
PEOPLE UNTOUCHED.
‘IF I DIDN’T HAVE TO EAT,
PEE AND HAVE SEX,
I’D PROBABLY HAVE NO NEED FOR
THE 3D WORLD.’
Daneane Gallardo - Digital Bohemi...
WE HAVE TAKEN A CLOSER LOOK.
500 ONLINE INTERVIEWS
8 EXPERT INTERVIEWS
2 FOCUS GROUPS
A NEW TYPE
OF PERSON
>>
HOMO
CONNECTUS
>>
HOMO CONNECTUS ALWAYS
WANTS TO BE CONNECTED.
59% SAY THEY WANT TO BE CONTACTABLE AT ALL TIMES.
55% PUBLISH TEXTS OR PHOTOS...
BUT NOT ALWAYS, PLEASE.
57% SOMETIMES WISH TO BE NOT CONTACTABLE AT ALL TIMES.
15%
49%
SOURCE: GREY REPRESENTATIVE ONLINE ...
HIS WORLD
>>
HE LIVES IN A WORLD IN
WHICH MEDIA ARE MERGING.
MEDIA CONVERGENCE
AND ARE BEING TORN APART.
MEDIA FRAGMENTATIONMEDIA CONVERGENCE
HE WANTS CONTROL.
MEDIA INDIVIDUALISATION
MEDIA FRAGMENTATIONMEDIA CONVERGENCE
AND EVERYONE
TO HAVE CONTROL.
MEDIA DEMOCRATISATIONMEDIA INDIVIDUALISATION
MEDIA FRAGMENTATIONMEDIA CONVERGENCE
HIS WORLD IS VIRTUAL.
MEDIA UBIQUITY
MEDIA DEMOCRATISATIONMEDIA INDIVIDUALISATION
MEDIA FRAGMENTATIONMEDIA CONVERGENCE
AND GETS MORE REAL
EVERY DAY.
MEDIA DEVIRTUALISATIONMEDIA UBIQUITY
MEDIA DEMOCRATISATIONMEDIA INDIVIDUALISATION
MEDIA FRAG...
CON-
VERGENCE
>>
EVERYTHING USING ONE DEVICE.
CLASSIC MEDIA USAGE PATTERNS DISSIPATE AND NEW ONES EMERGE.
OLD HABITS DIE HARD.
EVEN HOMO CO...
SMARTPHONES ARE CHANGING
MEDIA BEHAVIOUR.
SOURCE: GREY FOCUS GROUP WITH SMARTPHONE/APP USERS
‘WHEN I GET UP IN THE MORNING...
FRAG-
MENTATION
>>
MASS MEDIA ARE LOSING THEIR
EXCLUSIVE RIGHTS.
FROM 8 P.M. EVERYONE IS GLUED TO THE TELLY. NOT.
SURE, THE TELEVISION IS STI...
TV ALONE IS NO LONGER
ENOUGH.
SOURCE: GFK MEDIA EFFICIENCY PANEL (SURVEY OF 15.500, REPRESENTATIVE FOR GERMAN ONLINE USERS...
INDIVIDUALI-
SATION
>>
EVERYONE IS THEIR OWN
PROGRAMME DIRECTOR.
‘IT IS AN AMAZING EXTENSION TO SELF-
DETERMINATION. NEW MEDIA GIVES ME
THE CHANC...
AND ORGANISES THEIR MEDIA
WORLD ACCORDING TO THEIR
INDIVIDUAL STANDARDS.
SKIP HALF OF A MAGAZINE BECAUSE THE ARTICLES AND
...
DEMO-
CRATISATION
>>
USERS ARE TAKING OVER THE
POWER.
YEAR AFTER YEAR THE ‘X FACTOR’ WINNER HAD
DOMINATED THE BRITISH CHRISTMAS CHARTS. UNTIL
H...
A QUARTER OF SEARCH RESULTS
FOR THE TOP 20 BRANDS ARE
LINKS TO USER-GENERATED
CONTENT.
SOURCE: SOCIALNOMICS, 2009
IN 60 DAYS MORE VIDEO
MATERIAL IS UPLOADED TO
YOUTUBE THAN THE THREE
LEADING US TV NETWORKS
HAVE BROADCAST IN THE
LAST 60 ...
‘IT‘S NOT THE PEOPLE IN CLIENT
COMPANIES OR AGENCIES THAT
OWN BRANDS, IT‘S THE PEOPLE
THAT USE THEM.’ LUCY AITKEN, CONTAGI...
UBIQUITY
>>
UBIQUITY
OF THE MEDIA.
WHETHER IT’S FOR A BUS TIME OR A CLEAN TOILET, THE
TASTIEST MEAL IN A RESTAURANT OR COMPANY – NOBOD...
‘WE ARE NOW IN THE TRANSITION
AWAY FROM MARKETING
TOWARDS SERVING.’MATT CARCIERI, P&G
DEVIRTUALI-
SATION
>>
DEVIRTUALISATION
OF THE MEDIA.
‘AM I CONNECTED YET?’ IS A QUESTION FROM THE PAST.
HOMO CONNECTUS IS CONSTANTLY ON THE INTE...
‘FOR MANY PEOPLE, FACEBOOK
IS A KIND OF SECOND LIFE,
ONLY MORE REAL.’ SASCHA, 24
THESIS VS
ANTI-THESIS
>>
BRAND
MANAGEMENT
WE HAVE TO LET GO OF OUR
BRANDS.
VS
BRAND MANAGEMENT –
NOW MORE THAN EVER!
BRANDS CAN ONLY BE
MANAGED TOGETHER.
BRAND MANAGEMENT WORKS NEITHER AS A TOP-DOWN ONLY
NOR AS A BOTTOM-UP ONLY PROCESS.
A ...
BRAND
TRANS-
PARENCY
BRANDS MUST BE TOTALLY
TRANSPARENT.
VS
TOO MUCH TRUTH IS NO GOOD
FOR ANYBODY.
CREDIBILITY BEATS
TRANSPARENCY.
PEOPLE DON’T WANT TO KNOW EVERYTHING.
BUT THEY WANT TO BE ABLE TO TRUST.
PEOPLE TRUST BRAN...
BRAND
PRESENCE
BRANDS HAVE TO BE
EVERYWHERE.
VS
BRANDS HAVE TO LEAVE
PEOPLE SPACE TO HAVE SOME
PEACE.
ACT LIKE
LOVERS DO.
BRAND PRESENCE TAKES PLACE IN RELATIONSHIPS.
AND LIKE IN REAL RELATIONSHIPS, CONSTANT PRESENCE LEADS T...
WHAT DOES
THAT MEAN?
>>
THE DIGITAL AGE HAS CHANGED
THE WORLD.
BUT NOTHING HAS REALLY
CHANGED.
CONNECTED MEANS ABOVE ALL:
‘CONNECTED WITH PEOPLE’.
BRAND MANAGEMENT IN THE
DIGITAL AGE IS THEREFORE REAL,
HUMAN RELATIONSHIP
MANAGEMENT.
CREDIBILITY AND TRUST ARE
THE FOUNDATIONS OF A GOOD
RELATIONSHIP.
MUTUAL INSPIRATION,
UNDERSTANDING AND COMMON
OBJECTIVES KEEPS THE
RELATIONSHIP ALIVE.
DISCUSSION
>>
>>TALK TO US ON THE WEB AT
HTTP://BLOG.GREY.DE
OR IN A PERSONAL WORKSHOP!
CONTACT
GREY WORLDWIDE GMBH
PLATZ DER IDEEN 1
40...
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Homo Connectus - Why brands have to learn to think like people

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The digital age has changed the world. It connects people more than ever, it makes them communicate and use media in a more self-confident way. Users take over the power of tradional marketing and media. What does that mean to brands, marketing and advertising?
In a co-op study Grey and Google show that the 'homo connectus' is first of all connected with people. Brands therefore have to build and grow real human relationships to communicate with the 'homo connectus'.

Published in: Business
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Homo Connectus - Why brands have to learn to think like people

  1. 1. HOMO CONNECTUS >>
  2. 2. THE BEGINNING >>
  3. 3. WHAT STARTED WITH ZEROS AND ONES, SOON REACHED NEW DIMENSIONS 5.000.000.000 MOBILE PHONES WORLDWIDE (ERICSSON: JUL 2010) 90.000.000.000.000 EMAILS SENT IN 2009 234.000.000 WEBSITES (DEC 2009) 1.967.000.000 POEPLE ARE ONLINE (JUN 2009) 100.000.000+ VIDEOS ARE WATCHED ON YOUTUBE EVERY DAY (DEC 2009) 13.000.000 WIKIPEDIA ARTICLES (2009) 4.000.000.000 PHOTOS ON FLICKR (2009) 50.000.000 TWEETS A DAY (JAN 2010) SOURCE: INTERNET WORLD STATS, XEIT
  4. 4. A DEVELOPMENT THAT DOES NOT LEAVE PEOPLE UNTOUCHED.
  5. 5. ‘IF I DIDN’T HAVE TO EAT, PEE AND HAVE SEX, I’D PROBABLY HAVE NO NEED FOR THE 3D WORLD.’ Daneane Gallardo - Digital Bohemian to Businessweek
  6. 6. WE HAVE TAKEN A CLOSER LOOK. 500 ONLINE INTERVIEWS 8 EXPERT INTERVIEWS 2 FOCUS GROUPS
  7. 7. A NEW TYPE OF PERSON >>
  8. 8. HOMO CONNECTUS >>
  9. 9. HOMO CONNECTUS ALWAYS WANTS TO BE CONNECTED. 59% SAY THEY WANT TO BE CONTACTABLE AT ALL TIMES. 55% PUBLISH TEXTS OR PHOTOS ON THE NET. 11% SURF THE INTERNET BY MOBILE PHONE. SOURCE: GREY REPRESENTATIVE ONLINE SURVEY, N=500 INTERNET USERS
  10. 10. BUT NOT ALWAYS, PLEASE. 57% SOMETIMES WISH TO BE NOT CONTACTABLE AT ALL TIMES. 15% 49% SOURCE: GREY REPRESENTATIVE ONLINE SURVEY, N=500 INTERNET USERS USE MODERN COMMUNICATION MEDIA, BUT SOMETIMES FEEL IRRITATED AND OVERBURDENED. WORRY ABOUT KEEPING UP WITH TECHNICAL DEVELOPMENTS.
  11. 11. HIS WORLD >>
  12. 12. HE LIVES IN A WORLD IN WHICH MEDIA ARE MERGING. MEDIA CONVERGENCE
  13. 13. AND ARE BEING TORN APART. MEDIA FRAGMENTATIONMEDIA CONVERGENCE
  14. 14. HE WANTS CONTROL. MEDIA INDIVIDUALISATION MEDIA FRAGMENTATIONMEDIA CONVERGENCE
  15. 15. AND EVERYONE TO HAVE CONTROL. MEDIA DEMOCRATISATIONMEDIA INDIVIDUALISATION MEDIA FRAGMENTATIONMEDIA CONVERGENCE
  16. 16. HIS WORLD IS VIRTUAL. MEDIA UBIQUITY MEDIA DEMOCRATISATIONMEDIA INDIVIDUALISATION MEDIA FRAGMENTATIONMEDIA CONVERGENCE
  17. 17. AND GETS MORE REAL EVERY DAY. MEDIA DEVIRTUALISATIONMEDIA UBIQUITY MEDIA DEMOCRATISATIONMEDIA INDIVIDUALISATION MEDIA FRAGMENTATIONMEDIA CONVERGENCE
  18. 18. CON- VERGENCE >>
  19. 19. EVERYTHING USING ONE DEVICE. CLASSIC MEDIA USAGE PATTERNS DISSIPATE AND NEW ONES EMERGE. OLD HABITS DIE HARD. EVEN HOMO CONNECTUS READS NEWSPAPERS. BUT DIGITAL ONES. VIA HIS RSS FEED READER ON HIS SMARTPHONE. THE NUMBER OF APPLICATIONS PER END DEVICE IS RISING. THE SMARTPHONE HAS PROGRESSED FROM A MOBILE TELEPHONE TO A LIFE NAVIGATOR. MORE AND MORE PEOPLE ARE USING ONE, AND IT IS DETERMINING LONGTERM MEDIA BEHAVIOUR.
  20. 20. SMARTPHONES ARE CHANGING MEDIA BEHAVIOUR. SOURCE: GREY FOCUS GROUP WITH SMARTPHONE/APP USERS ‘WHEN I GET UP IN THE MORNING, THE FIRST THING I DO IS LOOK AT THE WEATHER APP.’ KATJA, 39 ‘THE TIME TAKEN (FOR MEDIA USE) HAS ACTUALLY STAYED THE SAME, JUST SPREAD DIFFERENTLY. NOW I DO A LOT MORE ON THE IPHONE.’ SANDRA, 28 ‘IT SPEEDS UP AT CERTAIN TIMES AND GIVES ME TIME IN RETURN.’ ANREAS, 34
  21. 21. FRAG- MENTATION >>
  22. 22. MASS MEDIA ARE LOSING THEIR EXCLUSIVE RIGHTS. FROM 8 P.M. EVERYONE IS GLUED TO THE TELLY. NOT. SURE, THE TELEVISION IS STILL ON, BUT SO IS THE INTERNET ALONGSIDE IT. OUR ATTENTION IS SPREAD OVER AN INCREASING NUMBER OF MEDIA AND CHANNELS. SOMETIMES MORE THAN ONE AT A TIME. IT IS BECOMING INCREASINGLY DIFFICULT TO REACH HOMO CONNECTUS WITH CONVENTIONAL METHODS OF MASS COMMUNICATION.
  23. 23. TV ALONE IS NO LONGER ENOUGH. SOURCE: GFK MEDIA EFFICIENCY PANEL (SURVEY OF 15.500, REPRESENTATIVE FOR GERMAN ONLINE USERS FROM THE AGE OF 6), AGGREGATED RESULTS FOR WEEK 25/2010 TV CAMPAIGN YOUTUBE CAMPAIGN NET COVERAGE OF TV CAMPAIGN NET COVERAGE OF YOUTUBE CAMPAIGN 70%INCREMENTAL NET COVERAGE I.E. 70% OF PEOPLE WHO HAD CONTACT WITH THE YOUTUBE CAMPAIGN HAD NO CONTACT WITH THE TV CAMPAIGN AT THE SAME TIME! (Adults 14+)
  24. 24. INDIVIDUALI- SATION >>
  25. 25. EVERYONE IS THEIR OWN PROGRAMME DIRECTOR. ‘IT IS AN AMAZING EXTENSION TO SELF- DETERMINATION. NEW MEDIA GIVES ME THE CHANCE TO PUT MY OWN PROGRAMME TOGETHER.’ JENS MONSEES, GOOGLE GERMANY
  26. 26. AND ORGANISES THEIR MEDIA WORLD ACCORDING TO THEIR INDIVIDUAL STANDARDS. SKIP HALF OF A MAGAZINE BECAUSE THE ARTICLES AND ADVERTS ARE NOT AT ALL INTERESTING? WITH APPS LIKE FLIPBOARD FOR THE IPAD, THAT IS A THING OF THE PAST. ARTICLES RECOMMENDED BY FRIENDS, PHOTOS TAKEN BY THE FAMILY, EVERTHING CAN BE INTEGRATED INTO A PERSONAL MAGAZINE. SOURCE: SPIEGEL ONLINE, 2010
  27. 27. DEMO- CRATISATION >>
  28. 28. USERS ARE TAKING OVER THE POWER. YEAR AFTER YEAR THE ‘X FACTOR’ WINNER HAD DOMINATED THE BRITISH CHRISTMAS CHARTS. UNTIL HOMO CONNECTUS BECAME AWARE OF HIS POWER. SOCIAL MEDIA CALLED ON PEOPLE TO DOWNLOAD THE OLD ‘RAGE AGAINST THE MACHINE’ HIT ‘KILLING IN THE NAME’. MORE PEOPLE FOLLOWED THIS CALL THAN THE PUBLICITY IN CONVENTIONAL MEDIA. HOMO CONNECTUS CAN CREATE, SHARE AND IMPROVE CONTENT. AND HENCE SHAPE PERCEPTION AND PUBLIC OPINION. SOURCE: GUARDIAN.CO.UK, 2009
  29. 29. A QUARTER OF SEARCH RESULTS FOR THE TOP 20 BRANDS ARE LINKS TO USER-GENERATED CONTENT. SOURCE: SOCIALNOMICS, 2009
  30. 30. IN 60 DAYS MORE VIDEO MATERIAL IS UPLOADED TO YOUTUBE THAN THE THREE LEADING US TV NETWORKS HAVE BROADCAST IN THE LAST 60 YEARS. SOURCE: GOOGLE
  31. 31. ‘IT‘S NOT THE PEOPLE IN CLIENT COMPANIES OR AGENCIES THAT OWN BRANDS, IT‘S THE PEOPLE THAT USE THEM.’ LUCY AITKEN, CONTAGIOUS
  32. 32. UBIQUITY >>
  33. 33. UBIQUITY OF THE MEDIA. WHETHER IT’S FOR A BUS TIME OR A CLEAN TOILET, THE TASTIEST MEAL IN A RESTAURANT OR COMPANY – NOBODY HAS TO SEARCH FOR LONG ANY MORE. THE MOBILE INTERNET IS THERE TO HELP. IT CREATES NEW WINDOWS OF TIME FOR MEDIA USE AND TURNS PLACES AND PRODUCTS INTO MEANS OF CONVERSATION. HOMO CONNECTUS DETERMINES WHEN, WHERE AND HOW HE COMMUNICATES. IN THIS WAY HE GAINS INDEPENDENCE AND ADDITIONAL QUALITY OF LIFE.
  34. 34. ‘WE ARE NOW IN THE TRANSITION AWAY FROM MARKETING TOWARDS SERVING.’MATT CARCIERI, P&G
  35. 35. DEVIRTUALI- SATION >>
  36. 36. DEVIRTUALISATION OF THE MEDIA. ‘AM I CONNECTED YET?’ IS A QUESTION FROM THE PAST. HOMO CONNECTUS IS CONSTANTLY ON THE INTERNET. CYBER IS BECOMING A LIVE STREAM, THE REAL WORLD MERGES WITH THE VIRTUAL ONE. AS A MATTER OF COURSE. THERE ARE NO BOUNDARIES ANYMORE.
  37. 37. ‘FOR MANY PEOPLE, FACEBOOK IS A KIND OF SECOND LIFE, ONLY MORE REAL.’ SASCHA, 24
  38. 38. THESIS VS ANTI-THESIS >>
  39. 39. BRAND MANAGEMENT
  40. 40. WE HAVE TO LET GO OF OUR BRANDS. VS BRAND MANAGEMENT – NOW MORE THAN EVER!
  41. 41. BRANDS CAN ONLY BE MANAGED TOGETHER. BRAND MANAGEMENT WORKS NEITHER AS A TOP-DOWN ONLY NOR AS A BOTTOM-UP ONLY PROCESS. A BRAND NOW ONLY PERSISTS IF IT FINDS COMRADES-IN-ARMS. ONLY A STRONG POSITION CONVINCES PEOPLE ABOUT A BRAND – AND MOTIVATES THEM TO TALK ABOUT IT IN A POSITIVE WAY.
  42. 42. BRAND TRANS- PARENCY
  43. 43. BRANDS MUST BE TOTALLY TRANSPARENT. VS TOO MUCH TRUTH IS NO GOOD FOR ANYBODY.
  44. 44. CREDIBILITY BEATS TRANSPARENCY. PEOPLE DON’T WANT TO KNOW EVERYTHING. BUT THEY WANT TO BE ABLE TO TRUST. PEOPLE TRUST BRANDS THAT STAND BY THEIR WORD. THAT CHANGE THINGS THEY HAVE DONE WRONG. THAT COMMUNICATE ON THE SAME LEVEL AND REPRESENT THEIR VALUES.
  45. 45. BRAND PRESENCE
  46. 46. BRANDS HAVE TO BE EVERYWHERE. VS BRANDS HAVE TO LEAVE PEOPLE SPACE TO HAVE SOME PEACE.
  47. 47. ACT LIKE LOVERS DO. BRAND PRESENCE TAKES PLACE IN RELATIONSHIPS. AND LIKE IN REAL RELATIONSHIPS, CONSTANT PRESENCE LEADS TO BOREDOM AND DISINTEREST. ANYONE WHO INSPIRES, ENCOURAGES, IS USEFUL OR JUST RELIEVES THE STRAIN, HOWEVER, CAN CREATE A SUCCESSFUL RELATIONSHIP.
  48. 48. WHAT DOES THAT MEAN? >>
  49. 49. THE DIGITAL AGE HAS CHANGED THE WORLD. BUT NOTHING HAS REALLY CHANGED. CONNECTED MEANS ABOVE ALL: ‘CONNECTED WITH PEOPLE’.
  50. 50. BRAND MANAGEMENT IN THE DIGITAL AGE IS THEREFORE REAL, HUMAN RELATIONSHIP MANAGEMENT.
  51. 51. CREDIBILITY AND TRUST ARE THE FOUNDATIONS OF A GOOD RELATIONSHIP.
  52. 52. MUTUAL INSPIRATION, UNDERSTANDING AND COMMON OBJECTIVES KEEPS THE RELATIONSHIP ALIVE.
  53. 53. DISCUSSION >>
  54. 54. >>TALK TO US ON THE WEB AT HTTP://BLOG.GREY.DE OR IN A PERSONAL WORKSHOP! CONTACT GREY WORLDWIDE GMBH PLATZ DER IDEEN 1 40476 DÜSSELDORF; GERMANY ALESSANDRO PANELLA, HEAD OF STRATEGIC PLANNING ALESSANDRO PANELLA@GREY.DE ULLA BURKARD, HEAD OF CORPORATE COMMUNICATION ULLA.BURKARD@GREY.DE

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