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What is so special about working with Digital Natives - the good, the bad & the ugly

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Digital Natives as workforce in 2016 and beyond. Collected slides & stories on digital natives 2015, google effect, filter bubble, digital native competencies, digital storytelling by Lukas Ritzel

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What is so special about working with Digital Natives - the good, the bad & the ugly

  1. 1. Start with http://pennystocks.la/internet-in-real-time/ What is so special about Digital Natives? The Good, the bad and the ugly
  2. 2. .. And it does not only happen here
  3. 3. Attention some embeeded YouTube movies which may not show on the slides, download the whole deck and check for URLs within slide or notes !
  4. 4. 4Copyright © 2015 lritzel All rights reserved.
  5. 5. 5Copyright © 2015 lritzel All rights reserved. One of the world’s most feared man is a IT-nerd
  6. 6. 6Copyright © 2015 lritzel All rights reserved. A 26 years old, sold his company in may 2013 for 1.1 B$
  7. 7. NETGEN & NOW-WORLD If you want to be a successful marketeer in today‘s economy you must know its main players HWZ Exec Marketing 2015
  8. 8. 8Copyright © 2015 lritzel All rights reserved. Consumer Psychology
  9. 9. 9Copyright © 2015 lritzel All rights reserved. Some of them may not know much about the time we grew up
  10. 10. 10Copyright © 2015 lritzel All rights reserved.
  11. 11. 11Copyright © 2015 lritzel All rights reserved. And how about 2015?
  12. 12. 12Copyright © 2015 lritzel All rights reserved. They look like us, they talk like us, but they are almost a completely different species. The digital natives grew up surrounded by technological advances such as (high speed) internet, mobile phones and social media. They learn and think differently and have different priorities in life than generations before them. They grew up in prosperous, quiet times and are more visual than we can imagine. The sooner companies get to know this generation, the better.
  13. 13. 13Copyright © 2015 lritzel All rights reserved. NET Gen QUIZ? • Translate: btw; brb, ttyl, lol, 2day, ama • Do you understand , X! ; ;-); -:-)?, <3U • Do you know how to send a picture from your mobile to your friends • Do you play angrybird • Do you use spotify? • What is your hashtag? • Send a selfie
  14. 14. 14Copyright © 2015 lritzel All rights reserved. Trend Guru Kjell Nordström* states only two drivers which are relevant for digital natives *Was invited guest speaker at HWZ in 2012
  15. 15. 15Copyright © 2015 lritzel All rights reserved. No need of planning, no need of budgets, no need of thinking ahead
  16. 16. 16Copyright © 2015 lritzel All rights reserved. Trust into the machine
  17. 17. 17Copyright © 2015 lritzel All rights reserved. Alone together, together alone Earth calling Gen Y – to go where nobody has gone before. Living in the NOW. Living with the machine.
  18. 18. Generation
  19. 19. 20Copyright © 2015 lritzel All rights reserved. But interesting things come with it, there is as well a kind of timebomb
  20. 20. 21Copyright © 2015 lritzel All rights reserved. Google Power Google is not a search engine its a reputation management system
  21. 21. 22Copyright © 2015 lritzel All rights reserved.
  22. 22. 23Copyright © 2015 lritzel All rights reserved. Google image search
  23. 23. 24Copyright © 2015 lritzel All rights reserved. What is real?
  24. 24. 25Copyright © 2015 lritzel All rights reserved. And this is not the whole story?
  25. 25. 26Copyright © 2015 lritzel All rights reserved. As well in ReMarketing
  26. 26. 27Copyright © 2015 lritzel All rights reserved.
  27. 27. 28Copyright © 2015 lritzel All rights reserved. Technology behind is impressive
  28. 28. 29Copyright © 2015 lritzel All rights reserved. But what may be genius for target marketing produces as well some questionable new issues
  29. 29. 30Copyright © 2015 lritzel All rights reserved. You might have thought this is the Internet and YOU
  30. 30. 31Copyright © 2015 lritzel All rights reserved. But its rather like this...
  31. 31. 32Copyright © 2015 lritzel All rights reserved. Filter Bubble Watch as well Eli Parisers original talk at TED http://www.youtube.com/watch?v=B8ofWFx525s
  32. 32. 33Copyright © 2015 lritzel All rights reserved. What can you do against it? • Cookies • Private • Erase history • Turn off targeted ads • Go incognito / anonymous http://www.thefilterbubble.com/10-things-you-can-do
  33. 33. Digital enhanced: a new you
  34. 34. 35Copyright © 2015 lritzel All rights reserved. What would ol‘ Knigge say? Looking at you as part of the Gen Net (Y & Z)
  35. 35. 36Copyright © 2015 lritzel All rights reserved. YOU ARE DUMBER THAN WE WERE AT THE SAME AGE attention deficit disorders can’t focus anything you don’t read and are poor communicators
  36. 36. 37Copyright © 2015 lritzel All rights reserved. YOU ARE SCREENAGERS Net addicted losing your social skills no time for sports or healthy activities Video game as The world’s fastest growing addiction and the most reckless endangerment of children today
  37. 37. 38Copyright © 2015 lritzel All rights reserved. This resulted in Menthal http://www.20min.ch/videotv/?vid=346989&cid=46 http://menthal.org/
  38. 38. 39Copyright © 2015 lritzel All rights reserved. YOU HAVE NO SHAME NetGen people, unaware that it may come back to haunt them, merrily give out all sorts of personal information online whether it’s to a college recruiter, a future employer or a manipulative marketer, cyberbully or predator You RATE everything And everybody From Disney darling to Internet It-girl
  39. 39. 40Copyright © 2015 lritzel All rights reserved. YOU steal. You violate intellectual property rights, download music, swap songs, and share anything you can on peer-to-peer networks with no respect for the rights of the creators or owners. 95% of downloaded songs have NOT been paid for
  40. 40. 41Copyright © 2015 lritzel All rights reserved. And most interestingly you believe you have the right to do this
  41. 41. Is this the future employee?
  42. 42. 43Copyright © 2015 lritzel All rights reserved. Let me ask you about following real business story: Bob was for many years the best programmer for USIC. Still his browsing history revealed a rather relax working approach. How did he do this? Crazy Business Story
  43. 43. 44Copyright © 2015 lritzel All rights reserved. Just get the job done, never mind how A business story from Verizon, 2013
  44. 44. 45Copyright © 2015 lritzel All rights reserved.
  45. 45. 46Copyright © 2015 lritzel All rights reserved. YOU’re bullying friends online. You are violent. You have no work ethic and will be bad employees. You don’t give a hoot.
  46. 46. 47Copyright © 2015 lritzel All rights reserved. This is the latest narcissistic “me” generation.
  47. 47. 48Copyright © 2015 lritzel All rights reserved. From a reality show format ...
  48. 48. 49Copyright © 2015 lritzel All rights reserved. To reality
  49. 49. 50Copyright © 2015 lritzel All rights reserved. Lifelogging
  50. 50. 51Copyright © 2015 lritzel All rights reserved. Wearable Technologies are here to stay
  51. 51. 52Copyright © 2015 lritzel All rights reserved. Share those moments As well to watch http://www.youtube.com/watch?v=bIqC6v4v06Y
  52. 52. 53Copyright © 2015 lritzel All rights reserved. The Hype Cycle: What’s Next for Google Glass? .. And it is not so much about Technology at all.. Gartner has a great term for this phase in the adoption of any new technology. They call it the “Peak of Inflated Expectations.”
  53. 53. 54Copyright © 2015 lritzel All rights reserved. Die Jugend liebt heutzutage den Luxus. Sie hat schlechte Manieren, verachtet die Autorität, hat keinen Respekt vor älteren Leuten und schwatzt, wo sie arbeiten soll. Die jungen Leute stehen nicht mehr auf, wenn Ältere das Zimmer betreten. Sie widersprechen ihren Eltern, schwadronieren in der Gesellschaft, verschlingen bei Tisch die Süßspeisen, legen die Beine übereinander und tyrannisieren ihre Lehrer. So to wrap up.... Sokrates (470 - 399 v. Chr.), griechischer Philosoph
  54. 54. Do you agree? Is this ALL about Net Gen?
  55. 55. 56Copyright © 2015 lritzel All rights reserved. What do the Gurus say
  56. 56. 57Copyright © 2015 lritzel All rights reserved. Don Tapscott
  57. 57. 58Copyright © 2015 lritzel All rights reserved. Exciting question to ask What drives digital natives? What do they like? How are they different in how they perceive products, services and brands than Generations before? How can you (as a marketeer) reach out to them?
  58. 58. 59Copyright © 2015 lritzel All rights reserved. Still, more stupid by the day in relative terms Remember Kjell Nordström The solution
  59. 59. 60Copyright © 2015 lritzel All rights reserved. New behavior and strengths
  60. 60. 61Copyright © 2015 lritzel All rights reserved. MULTI TASKING GENERATIONS PHONE EXPERTS THUMBER CAMERA GEEKS FACEBOOK PRAYER MESSENGER 24/7 YOUTUBER IPADDER CITIZEN JOURNALIST DIGITAL PROJECT MANAGER CITY BUILDER GPS & AR EXPERT
  61. 61. 62Copyright © 2015 lritzel All rights reserved.
  62. 62. 63Copyright © 2015 lritzel All rights reserved.
  63. 63. 64Copyright © 2015 lritzel All rights reserved. our ON means Wasteland for some businesses
  64. 64. 65Copyright © 2015 lritzel All rights reserved. .. And a change / chance to others
  65. 65. 66Copyright © 2015 lritzel All rights reserved. collaborative collapsing the rigid hierarchy forcing organization to rethink how they recruit, compensate, develop and supervise talent I have 275000 new friends and know the CEO Pierre
  66. 66. 67Copyright © 2015 lritzel All rights reserved. Remember the slides about my job?
  67. 67. 68Copyright © 2015 lritzel All rights reserved. From a Price Waterhouse report
  68. 68. 69Copyright © 2015 lritzel All rights reserved. Mash up your OFFline business
  69. 69. 70Copyright © 2015 lritzel All rights reserved. Look at the Music Industry
  70. 70. 71Copyright © 2015 lritzel All rights reserved. 360% turn
  71. 71. 72Copyright © 2015 lritzel All rights reserved. versus
  72. 72. 73Copyright © 2015 lritzel All rights reserved. Replaced by
  73. 73. 74Copyright © 2015 lritzel All rights reserved. Online = Alone
  74. 74. 75Copyright © 2015 lritzel All rights reserved. What brought girls to the gaming console?
  75. 75. 76Copyright © 2015 lritzel All rights reserved.
  76. 76. 77Copyright © 2015 lritzel All rights reserved.
  77. 77. 78Copyright © 2015 lritzel All rights reserved. MORE COLLABORATIONS THEORY & Facebook Messenger Long gone are the days when ‘online’ was synonymous with social isolation and loneliness. In fact, for the last few years, we’ve witnessed the exact opposite: technology driving people to connect and meet up en masse with others, in the ‘real world’.
  78. 78. 79Copyright © 2015 lritzel All rights reserved. MASS MINGLING Microsoft Bing’s We’re In of people to share their location, send messages to each other, share social plans and coordinate meeting up.
  79. 79. 80Copyright © 2015 lritzel All rights reserved. MASS MINGLING Tinder: fastest datefining but … comes at a cost
  80. 80. 81Copyright © 2015 lritzel All rights reserved. How much does Tinder know?
  81. 81. 82Copyright © 2015 lritzel All rights reserved. prosumers co innovation products and services with producers co creation
  82. 82. 83Copyright © 2015 lritzel All rights reserved. Freedom in everything they do “freedom of choice to freedom of expression”
  83. 83. 84Copyright © 2015 lritzel All rights reserved. You are experts in writing into WIKIPEDIA your are citizen journalist s in uploading your VIDEOS
  84. 84. 85Copyright © 2015 lritzel All rights reserved.
  85. 85. 86Copyright © 2015 lritzel All rights reserved. The Makers
  86. 86. 87Copyright © 2015 lritzel All rights reserved. Sign of Time: REWARD INC. Porsche:‘fan signed’special edition Porsche launched a special edition 911 GT3 R Hybrid model to celebrate reaching 1,000,000 fans on the brand’s Facebook page. The car’s surface was covered with more than 27,000 signatures from fans and was later put on display in the Porsche museum.
  87. 87. 88Copyright © 2015 lritzel All rights reserved. Scrutinizers, Mockumentary video Dove ended with a message “Tell your daughters before Unilever gets to them” scru·ti·nize (skrtn-z) tr.v. scru·ti·nized, scru·ti·niz·ing, scru·ti·niz·es To examine or observe with great care; inspect critically. SignofTime:Authenticity
  88. 88. AND THEY CONTINUE PUBLISHED ON APR 14, 2013 IS THIS STILL A NORMAL AD AND WOULD IT HAVE WORKED SOME YEARS BACK? Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful. At Dove, we are committed to creating a world where beauty is a source of confidence, not anxiety. So, we decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see. Watch the whole experience at:http://dove.com/realbeautysketches Join the conversation at: #wearebeautiful
  89. 89. 90Copyright © 2015 lritzel All rights reserved. Paul Potts sings Nessun Dorma Britain got talent with Simon Cowell
  90. 90. 91Copyright © 2015 lritzel All rights reserved. Sign of Time: Scripted Reality • If reality needs a little push, and emotional charge • Today’s technologies together with your technical understanding can help to distribute and fuel
  91. 91. 92Copyright © 2015 lritzel All rights reserved. Another sample • Somewhere in Belgium
  92. 92. 93Copyright © 2015 lritzel All rights reserved. Be visual
  93. 93. Inaugiration pope 2005
  94. 94. Same place 2013
  95. 95. 96Copyright © 2015 lritzel All rights reserved. GIFs for news animated
  96. 96. 97Copyright © 2015 lritzel All rights reserved. Why are GIFs so good?
  97. 97. 98Copyright © 2015 lritzel All rights reserved. Sign of Time: RIGHT HERE RIGHT NOW Why in 2015 the here-and-now will be even more ‘here’
  98. 98. 99Copyright © 2015 lritzel All rights reserved. „An 8-year old changing the world“
  99. 99. 100Copyright © 2015 lritzel All rights reserved. Whats happening in your world
  100. 100. 101Copyright © 2015 lritzel All rights reserved. A must be success the right thing at the right time • Fast (too fast for non netgen) • Short (own language) • Mobile • Open Source (new liberal) • Mash ups possible • Cross media • Push not Pull • Cult (even error) • Celebrity support (Obama) • And just now: #JeSuisCharlie
  101. 101. 102Copyright © 2015 lritzel All rights reserved.
  102. 102. 103Copyright © 2015 lritzel All rights reserved. Different they are, but there is loads of potential • Adapts to new challenges, flexible, creative, solves problems and is used to take decisions. Constantly learning and loves it, is multilingual and therefore can read the information from the source. Works fast, in real-time and precise without burnout, shares knowhow with everybody, loves to use different tools and technologies, finds solutions & answers when needed, loves information overflow and works 24/7, on- & off-line
  103. 103. 104Copyright © 2015 lritzel All rights reserved. And for you as marketeers there are great new ways of reaching out to this new human2.0
  104. 104. 105Copyright © 2015 lritzel All rights reserved. • The end • prepared by: Lukas Ritzel > https://www.linkedin.com/in/lukasritzel

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