Gen C:The Connected Collective By Dan Pankraz

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A deep dive into how social media has given rise to Generation C - the connected collective. Gen C move in 'swarms' and there are some key tenets of successfully engaging with this hyper connected collective.

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  • Gen C:The Connected Collective By Dan Pankraz

    1. 1. ENGAGING GENERATION C ‘The Connected Collective’ By Dan Pankraz
    2. 2. Dan Pankraz Youth Planning Specialist Based in Sydney, Australia Follow me on twitter.com/danpankraz Email me on danpankraz@gmail.com
    3. 3. <ul><li>The changing media and consumer landscape </li></ul><ul><li>The Rise of Generation C </li></ul><ul><li>Creating a Collective around your brand </li></ul><ul><li>Evolving the Communication Model </li></ul>
    4. 4. THE CHANGING MEDIA LANDSCAPE
    5. 5. <ul><li>... is an umbrella term that defines various CONSUMER activities that integrate technology, social interaction and the construction of words, pictures, video and audio. </li></ul><ul><li>Source. Wikipedia.org </li></ul>
    6. 6. SOCIAL NETWORKS VS SOCIAL MEDIA My Social network People share information in Social Media <ul><li>We talk about </li></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Life </li></ul></ul><ul><ul><li>Work </li></ul></ul><ul><ul><li>Socialising </li></ul></ul><ul><ul><li>Sport </li></ul></ul>
    7. 7. MORE SIMPLY PUT…. Social Media is about people having conversations and sharing online
    8. 8. GLOBALLY, PEOPLE ARE INTERACTING AND SHARING LIKE NEVER BEFORE
    9. 9. AND IT’S PRETTY DAMN BIG IN AUSTRALIA TOO September 14, 2007 client name or logo <ul><li>4.3M Australians on Facebook </li></ul><ul><li>2.3M Australians have created a blog </li></ul><ul><li>7.1M Australians read one or more blogs </li></ul><ul><li>1.6M Australians ongoing update their blog since creating it </li></ul><ul><li>84% of Australian internet users use Web 2.0 for sharing content such as photos, links and video </li></ul><ul><li>83% consume Consumer Generated Media content </li></ul><ul><li>78% of Australians download and stream audio and video content </li></ul><ul><li>39% of Australians create online content in the form of uploading video and music </li></ul>*estimates based on the Australian online universe aged 14+ of 2.652 million as of January 2008 (source: Nielsen Media National Readership Survey – Quarter 4 2007)
    10. 10. AUSSIE YOUTH IN SOCIAL MEDIA 3.4 Hours a day on the Internet Synovate research 12 Feb 2009 36% Read other peoples social network profile pages 35% Regularly update their profile pages 98% Of all Youth connected on the Internet 52% Report increased usage of the Internet from previous year and expected to grow 41% Have searched for information on products and services
    11. 11. THE RESULT: MEDIA DEMOCRATISATION WHERE ANYBODY CAN BECOME AN AUTHOR, JOURNALIST, FILM MAKER OR STAR
    12. 12. The Rise Of Generation C
    13. 14. <ul><li>… they’re NOT an age cohort, but a Collective of creators whose interests and behaviours are expressed across the technologically progressive backdrop of social media…. </li></ul>
    14. 17. <ul><li>GEN C’S PRIMARY NEED IS TO BELONG TO A COLLECTIVE </li></ul>
    15. 18. GEN C MOVE AS ‘SWARMS’ <ul><li>MOVE AS ONE </li></ul><ul><li>NO ONE LEADER </li></ul><ul><li>ACTIVE </li></ul><ul><li>SHARE </li></ul><ul><li>FAST </li></ul>WEB 2.0 HAS ENABLED ‘SWARM BEHAVIOUR’ ‘ The Nature of Marketing’ by Chuck Brymer
    16. 19. IN CONTRAST, GEN X AND BOOMERS TYPICALLY DISPLAY ‘HERD’ BEHAVIOUR MOVE INDEPENDENTLY WAIT TO BE LED PASSIVE SLOW
    17. 20. <ul><li>… accelerating the ‘social graph’ </li></ul>
    18. 21. Whether Gen C FLOCK OR FLEE depends on...
    19. 22. WHETHER YOU’RE PERCEIVED AS A OR PREDATOR PEER
    20. 23. GEN C ARE THE CONNECTED COLLECTIVE CRAVING CONSTANT CONTACT WITH FRIENDS Always searching for ‘CULTURAL CAPITAL’ to talk about
    21. 24. THEIR MOBILE PHONES ARE THEIR SOCIAL HUB DELIVERING ON THREE KEY NEEDS EXPRESSIONISM Creativity COLLECTIVISM Belonging ESCAPISM Entertainment Competition
    22. 25. WE’LL SEE AN OUTBREAK OF O.L.D. – ‘OBSESSIVE LIFESTREAMING DISORDER’ Gen C’s need for belonging and social significance has led to the constant archiving of one’s memories, words, photos and detailing every-day life for public sharing . Streaming your life in 5 minute intervals
    23. 26. AND THERE IS AN UNDERLYING COMPETITIVE PRESSURE WITHIN THESE COLLECTIVES TO BE IN THE KNOW ‘SNOOPING’ PHENOMENON Who is with who? Where are people going ? Who is/isn’t invited? Wearing? Style? Status...
    24. 27. THEY COLLABORATE ON EVERYTHING Peer influence has made purchase decision making a ‘Team Sport’
    25. 28. EVEN GAMING HAS SEEN A SHIFT FROM INDIVIDUAL ACHIEVEMENT TO ‘COLLECTIVE FUN’ Group play of Wii and MMORPG’s more popular than Xbox 360
    26. 29. REAL AND CYBER WORLDS CO-EXIST Their personas can be fluid through these different worlds
    27. 30. C FOR CONTENT Youtube is the new TV, they don’t want ‘appointment to view’ The swarm gravitate towards content that gives them something to talk about with friends
    28. 31. GEN C COMPRESS 38 HOURS OF ACTIVITY INTO A DAY Living in a state of continuous partial attention
    29. 32. REQUIRING CONSTANT STIMULATION ‘Always on’ attitude
    30. 33. AND AN EVER CHANGING LIFE
    31. 34. C FOR CO-CREATION AND REMIXING Gen C are our partners in communication Source:Faris Yakob blog
    32. 35. Source: Forrester Research ‘Technographics Profile’ Australia 2008 ALTHOUGH IT’S IMPORTANT TO UNDERSTAND THE ‘TECHNOGRAPHIC’ PROFILE Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
    33. 36. IT IS MAINSTREAM IN AUSTRALIA 26% Influence 65% Influenced
    34. 37. C FOR CREATIVITY An insatiable appetite for creativity in the palm of their hands
    35. 38. THEY HAVE A PASSION FOR LEARNING NEW SKILLS WHILE NOT TAKING THEMSELVES TOO SERIOUSLY
    36. 39. PUTTING THEIR OWN CREATIVE SPIN ON SNACKABLE IDEAS <ul><li>Make it simple, easy, random and addictive </li></ul>Make it simple, easy, random and addictive
    37. 40. THEIR CREATIVITY HAS MANIFESTED TO AN EXPLOSION IN BODY ART The ‘Ink Tribe’ is pervasive across all Gen C subcultures and a form of cultural capital
    38. 41. 5 THINGS TO REMEMBER WHEN ENGAGING WITH GEN C <ul><li>It’s about doing, not saying </li></ul><ul><li>If you don’t stimulate conversation and give them something worth talking about… it’s over </li></ul><ul><li>Not a Target Audience, but partners in production, modulation, development and distribution of brand ideas. </li></ul><ul><li>‘ Subversive Communications’ is the future - when Gen C feel like they’re ‘in the know’ in regards to a brand idea, they then propagate within their collective </li></ul><ul><li>A brand must be inspired by the culture of the collective you hope to reach </li></ul>
    39. 42. <ul><li>HOW DO YOU CREATE A COLLECTIVE AROUND YOUR BRAND ? </li></ul>
    40. 43. 3 KEY PRINCIPALS TO GET THE GEN C SWARM ‘FLOCKING’ TO YOUR BRAND <ul><li>CONVICTION </li></ul><ul><li>CREATIVITY </li></ul><ul><li>COLLABORATION </li></ul>
    41. 44. CONVICTION <ul><li>Stand for a belief system and inspire </li></ul><ul><li>Have a point of view on the world </li></ul><ul><li>Be real and honest </li></ul><ul><li>Have a peer to peer conversation, don’t talk down to them </li></ul>
    42. 45. INSPIRE ME..HELP ME ACHIEVE
    43. 46. NIKE FOOTBALL ‘BOOTCAMP’ HELPS YOU TRAIN LIKE A PRO
    44. 47. NBA 2K9 ‘THE OTHER SEASON’ ALLOWS GAMERS TO BE DRAFTER INTO AN ONLINE FANTASY LEAGUE OWNED BY 9 REAL NBA PLAYERS
    45. 48. THE ‘BEST JOB IN THE WORLD’ $150K TO LIVE IN PARADISE AND REPORT TO THE WORLD
    46. 49. GIVE ME SOMETHING TO BELIEVE IN
    47. 50. ORANGE ‘ROCKCORPS’ GIVES YOU THE CHANCE TO GIVE BACK 4 HOURS OF YOUR TIME TO A COMMUNITY PROJECT = 1 AMAZING GIG TICKET
    48. 51. THE GREAT SCHLEP MOBILISED YOUNG JEWS TO CAMPAIGN FOR OBAMA...24,000 OF THEM
    49. 52. DON’T BULLSHIT ME.. BE HONEST AND REAL
    50. 53. WITCHERY IS MORE KNOWN FOR DECEIVING US THAN CREATING A COOL CONVERSATION $3.99 There’s a fine line between being ‘deceived’ and being let in on a secret
    51. 54. CREATIVITY <ul><li>Do something remarkable </li></ul><ul><li>Deliver brand utility – it’s about doing, not saying </li></ul><ul><li>Stimulate conversations in culture, then participate </li></ul><ul><li>Be a discovery brand, let them uncover interesting and surprising things about you, or create them yourself </li></ul>
    52. 55. DO STUFF FOR ME...DELIVER BRAND UTILITY
    53. 56. THE ‘FUTURE FILM FESTIVAL’ IS FOR BUDDING DIRECTORS, ACTORS, WRITERS (AGED 13-25) GIVING THEM THE CHANCE TO GET UP CLOSE AND LEARN FROM GURU’S IN FILM..ALL FOR FREE
    54. 57. AT THE AUSTRALIAN OPEN TENNIS, GARNIER OFFERED TEEN GIRLS THE CHANCE FOR A QUICK MAKEOVER..FOR FREE GIRLS LINED UP FOR 3 HOURS IN 32 DEGREE HEAT FOR A QUICK MAKEOVER AND A $30 GARNIER GIFT PACK
    55. 58. NINTENDO CREATED THE Wii TENNIS CLUB GIVING YOUNG TENNIS PLAYERS THE CHANCE TO COMPETE AGAINST THEIR HEROES… AND EACH OTHER….
    56. 59. CREATE CONTENT I’LL WANT TO TALK ABOUT AND SHARE
    57. 60. ZOO YORK’S ‘SPREAD THE WORD’ TURNED FANS INTO MESSAGE CARRIERS
    58. 61. SPARK CULTURAL PHENOMENON, NOT CAMPAIGNS
    59. 62. MOOKS BRINGS ‘CUPROCKING’ TO THE WORLD VIA ANDY UPROCK
    60. 63. COLLABORATION <ul><li>Try to motivate ‘collectives’ not the individual consumer </li></ul><ul><li>Invite manipulation of your content, have flexibility and fluidity with your ideas </li></ul><ul><li>Enable relationships to develop around common interests </li></ul><ul><li>Listen to what your fans are saying ‘swells’, then give them something interesting </li></ul><ul><li>Experiment </li></ul>
    61. 64. RELINQUISH BRAND CONTROL AND INVOLVE ME
    62. 65. MOUNTAIN DEW LET TEENS TAKE OWNERSHIP OF THEIR BRAND VIA ‘DEWMOCRACY...A NATIONAL ELECTION TO CREATE A NEW FLAVOUR PROBLEM: Create a closer connection with Dew drinkers. SOLUTION: ‘ Dewmocracy’ campaign, a national election to create the next Mountain Dew flavour. Oct 07 at dewmocracy.com teens could create all aspects of new drink, colour, name, flavour and the ads for it. Top 3 drinks were voted on and tried out. Mountain Dew ‘Voltage’ won with 42% of vote and hits in Jan 09. RESULT: 1.6m unique site visitors 350,000 votes on dewmocracy.com Massive social buzz & excitement
    63. 66. YOUTH CAN NOW DESIGN SHOES VIA THEIR MOBILE WITH NIKE ID
    64. 67. LET ME GET UP CLOSE AND PERSONAL...VIA MEDIA AGGREGATION
    65. 68. ADIDAS BASKETBALL FOR ‘ALL STAR WEEKEND’ LET YOU FOLLOW DWIGHT HOWARD AROUND FOR THE WEEKEND....HE UPLOADED PICS, VIDEO FOOTAGE AND TWITTER’D
    66. 69. GIVE ME TOOLS TO REMIX AND RE-IMAGINE IDEAS
    67. 70. Source: Mr Truffle’s Flickr photostream
    68. 71. LISTEN TO YOUR BRAND FANS, THEN REACT
    69. 72. HOW TO LISTEN IN SOCIAL MEDIA <ul><li>Create profiles on the following websites </li></ul><ul><li>Facebook, Flickr, MySpace, Bebo, Google </li></ul><ul><li>Search for conversations relating to your brand </li></ul><ul><li>Collate the results in one place and make sense of what consumers are saying </li></ul>
    70. 73. EA SPORTS RESPONDED TO A YOUTUBE USER COMMENT ABOUT A ‘GLITCH’ IN THE PGA ‘WALK ON WATER ’ VIDEO GAME
    71. 75. BURGER KING CREATED THE ‘WHOPPER SACRIFICE’ WHERE YOU GOT A FREE WHOPPER IF YOU SACRIFICED 10 FACEBOOK FRIENDS
    72. 76. <ul><li>EVOLVING THE COMMUNICATION MODEL </li></ul>
    73. 77. THE OLD WAY OF COMMUNICATING TO THE ‘HERD’ HAS LIMITED SUCCESS WITH GEN C
    74. 78. BECAUSE THE CONVERSATIONS ARE NOW HAPPENING WITHIN COMMUNITIES
    75. 79. SO IT’S NOW ABOUT GETTING CLLECTIVES TO TALK TO EACH OTHER ABOUT YOUR BRAND THROUGH MORE ORGANIC COMMS MODELS Source: David Armano Blog
    76. 80. AND SHIFTING HOW YOUR BRAND BEHAVES IN MEDIA TRADITIONAL MEDIA SOCIAL MEDIA Brand in control Consumer in control One way delivery Repeating the message Informing, Entertaining Solely company created content Co-creation where relevant Influencing, Involving Adapting the message Two way, part of a conversation The ‘Best Bits’ Complete Honesty & Transparency
    77. 81. I BELIEVE THERE ARE TWO WAYS YOUTH BRANDS CAN INTERACT IN SOCIAL MEDIA ‘ DO GOOD MARKETING’ MOVEMENT ‘ SUBVERSIVE’ MOVEMENT VS VS VS VS VS Big mainstream brands Eg: Coke, Nike Underground niche brands Eg: Zoo York Give back to community, Provide utility Honesty, bigger causes Self enhancement Hoaxes, tricks, rebellion Disrupt/agitate the community Feel good stuff Squirm worthy stuff Mainstream youth culture Youth subcultures
    78. 82. 5 KEY QUESTIONS FOR YOUR NEXT YOUTH BRIEF <ul><li>What SWELLS in culture can you contribute to? </li></ul><ul><li>What COMMUNITY should we engage with? </li></ul><ul><li>What CONVERSATION can we get people talking about? </li></ul><ul><li>What’s our POINT OF VIEW on this conversation? </li></ul><ul><li>What CRISIS plan will we have in place? </li></ul>
    79. 83. REFERENCES <ul><li>David Armano ‘Logic & Emotion’ blog </li></ul><ul><li>Faris Yakob Blog </li></ul><ul><li>Peeyosh Chandra (PC), Social media guru at DDB Radar Sydney </li></ul><ul><li>Sally Hrouda, RAPP Sydney </li></ul><ul><li>Mike Arauzo Blog </li></ul>
    80. 84. THANKYOU

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