The Age of Discovery!!!TWO ROADSDIVERGED IN !THE WOODS !!WHICH ONE WILLYOU CHOOSE? !!!
The Age of DiscoveryCOLLABORATIVEPROCESSBETWEENBRANDS ANDCONSUMERS!!We are moving from a “Programmed Age”,via the “Age of Search” into the “Ageof Discovery”. Where brands have to surrender theircontrolled messaging and impressionsand start to recruiting brandadvocates among interested teens. Marketers new tasks will be to enlargethis group of advocates and rewardthem for their attention. Growingtheir numbers to gain access to alarger audience. !
The Age of DiscoveryTHE AGE OFDISCOVERY!!!The game has changed for ever. Why? !Everywhere they go youngsters see andhear which music and which brands arehot. And which restaurant is worthvisiting. !!!Information from more "reliablesources" than advertising…! Their “peers” !
The Age of DiscoveryHELP TO TELL!THEIR STORY!!!In the “Age of Discovery” youngstersdecide. In communication productadvantages should be traded forcommunication advantages.!!So youngsters can tell their ownstory. !!Don’t look at them as a destinationbut as partners, a gateway to reachother young people.!!
The Age of DiscoverySOCIALCURRENCY !IN THE PRODUCT!!!Youngsters discover productsthemselves. Without any interferenceby advertising agencies.!!Creative agencies use to develop ‘bigideas’. In the “Age of Discovery”youngsters themselves discover the“Social Currency” of a product.!!“Change Agents” replace the role ofmedia!
The Age of DiscoveryTWODRIVERS!!!1. Belonging Youngsters want to belong somewhere: apeer group, join a subculture, be partof a movement. Belonging is crucialfor them while growing up.!!2. Significant "Youngsters want to distinguishthemselves in order to develop theirown identity. !!
The Age of DiscoveryADVOCACY IS !ONGOING, NOT A!CAMPAIGN !!!Think long term. Develop aninfluencers channel that iscontinuously present. Use a platform for research, ideas,testing and promotions. Use it tobring your fans together.!
The Age of DiscoveryFOCUS ON THE10% !!!10% of the youngsters influence theother 90%. They are credible opinionleaders who can change things: !“the Change Agents” !
The Age of Discovery3 CHANGE !AGENTS!!!!Within these opinion leaders are three“Change Agents"? !!• Teenage Pirates (teens)!• Cashless Innovators (male 20-24)!• Disruptive Divas (female 25-29)!!!
The Age of DiscoveryCASHLESSINNOVATORS ASTARGET GROUP!!!!Cashless Innovators: !Mainly students but also youngprofessionals, in the age category18-15. Mainly men who contribute to‘the Experience Economy’.!!The ‘Cashless Innovators’ continuouslydiscover their own place in the worldand their own identity.!
The Age of DiscoveryHOMES,HANGOUTS,HIDEOUTS’Brand democracy’ means youngsters aregiven a platform to tell their ownstories. !
The Age of Discovery5 KEY PRINCIPLESFORTHE AGE OFDISCOVERY!
The Age of Discovery1. YOUR PRODUCTIS YOUR MESSAGE!!!The opinions of consumers willcontinue to grow…!!in importance and influence. Successful brands will be fearless indispersing their products for trialand tasting. To achieve this these fearless brandswill develop programs to organizetheir ‘Happy Consumers’ and transformthem into their peers. !
The Age of Discovery2. PEOPLE AREINFLUENCED BYTHEIR PEERS!!Real-life friends are crucial in thetrial and purchase of products andservices. Technical capabilities will make the‘peer influence’ more scalable andmeasurable. Use the 90/10 rule: Focus on those 10%(of fans) that influence the other 90%(via earned media)!
The Age of Discovery3. DO MOREFASTER,SMARTER,BETTER!!‘The Age of Discovery’ mandates thatyou will have to develop and testproducts faster. Test these new products on smallgroups of consumers and extract real-time data before a large scale launch.!
The Age of Discovery4. REAL-TIMEDATA IS KING!!!The rapid changes creates the crucialquestion for marketers to obtain real-time data. To understand and analyzetheir consumer’s behavior andthoughts. Quarterly findings are often outdatedby the time they are published. Especially during continuousengagement real-time data is crucial. !
The Age of Discovery5. TECH IS THENEW 30” SPOT!!The most successful brands will be theones that are lead by marketers withintricate knowledge of the game thatis played. A game of technologies andconsumers. The same rules apply to an agency. Thefull understanding of changingtechnology is more important thanwinning Lions in Cannes. !
The Age of DiscoveryCONTRIBUTE !TO AN AWESOMELIFE!!
The Age of DiscoveryTHE DUTCHYOUTH HAVE ANAWESOME LIFE!!The Dutch youth is the happiest youthon the planet (65%). !
The Age of DiscoveryDANCING ON THEVOLCANO!!‘The Dutch youth lives a good life’According to Sanoma’s Youth expertDennis Hoogervorst. ‘More is not evenan option, it’s about better. As abrand you have to matter. Makingpeople happy in a sustainable way. Theonly way to make a difference’. A reason to party! !In this generation every celebrationis a reason for another party. !!Call it: Dancing on the edge of thevolcano. Enjoying the prettiestflowers that grow along the edge ofthe cliff. Something which is‘Priceless’ in 2012. !
The Age of Discovery20.00 – 22.00MIDSUMMERSATERDAY!!The Dutch youth is happiest on asmothering hot Saturday night. !
The Age of DiscoveryCONTRIBUTE TOAN AWESOME LIFEWITH UNIQUEEXPERIENCES!
The Age of DiscoveryREAL MEANING,REAL FEELINGHAPPENS…OFFLINE!
The Age of Discovery1 OUT OF 3 DUTCHHAS NEVEREXPERIENCED ANUNFORGETTABLEMOMENT!!!26% has already experienced 2 daysthey’ll never forget!
The Age of DiscoveryGRADUATING,GETTING ADRIVERS LICENCEAND MEETINGTHE LOVE OFYOUR LIFE!!These are remarkable moments!
The Age of DiscoveryBEINGCHALLENGED ANDACHIEVINGSOMETHING,HOLIDAYS ANDHAVING SEX!!!Top 3 sources of happiness!
The Age of DiscoveryBRING THEMSOMETHING THEYCAN’T CREATE ONTHEIR OWN ANDTHEY’LL BEGRATEFUL!!!Showcase the successful, the ones thathave achieved in their age categoryand frame of reference. Turn thesepeople into peers of your brand. !!Showcase how the unimaginable will bemade real!
The Age of DiscoveryCONTRIBUTE TOAN AWESOME LIFEWITH UNIQUEEXPERIENCES !ON WHICHPLATFORMS?!
The Age of DiscoveryBUILDA HOUSE !!!Develop a place for your fans: Acommunity, a project, a good cause. Not only online, offline too. Make sure that fans have ample room tocreate their own experience. Moreimportant give them a sense ofbelonging. Brand Democracy means that besidescontext they can create content andhave a platform to tell their ownstories. Take a step back and unite your fans.!
The Age of DiscoveryBUILD A HOUSE… !BRICK !BY BRICK!!!Your community members will bond muchmore with each other and with yourbrand if you organize offlinegatherings. Your online community andbrand is static. !!You will give your brand andorganization a “face” if you organizeexciting offline activities as well. !!People will not then only see a logo,but the passionate enthusiastic staffof your organization as well. I amconvinced that this will definitelylead to higher levels of sustainableengagement among the young generation.!!Like Red Bull Rooms and our BacardiHouse “60/62”!!
The Age of DiscoveryBUILD A HOUSE… !CLICK !BY CLICK!!!Nowadays, easy-to-use technologyallows people to start up their ownprojects or communities with just asimple click on their smart phones.!!Building a community model with littleor no distinctiveness will not benefityou in the long run. If your communityis similar to other ones, yourcommunity will be harder to rememberfor people. !!Be relevant. Be funny. !!Be mobile. !!
The Age of Discovery!!!TWO ROADSDIVERGED IN !THE WOODS !!I TOOK THE ONELESS TRAVELED!!!
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