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Do you speak emoji? The complicated relationship between young people and social media.

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As an emoji is named 'word of the year' by Oxford Dictionaries I look at why older generations may never fully understand young people's use of technology; the conflicting pressures affecting young people's use of social media; their perception of themselves on and offline; and how user generated content is the answer to authenticity.

Published in: Social Media
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Do you speak emoji? The complicated relationship between young people and social media.

  1. 1. 😱 !!! The 🏠 is 🔛 🔥 and the 😸 is eating all the 🍩 ! I'm 📌, 🙏 🆘 me. Bring 💧 and 🍸.
  2. 2. Or… do you speak emoji? The complicated relationship between young people and social media.
  3. 3. Where did social media come from? And where is it going?
  4. 4. 1993 Source: https://www.youtube.com/watch?v=KDxqfgIDvEY
  5. 5. It has tapped into a yearning to connect.
  6. 6. 2015
  7. 7. We’re moving into an era when the most human companies will win.
  8. 8. Which platforms do 16-24 year olds use at least weekly? 55.90% 54.10% 11.10% 29.20% 6.90% 10.60% 29% 35.60% 14.30% 36.50% 36.40% Source: GlobalWebIndex, November 2015
  9. 9. Which platforms do 16-24 year olds use at least weekly? 55.90% 54.10% 11.10% 29.20% 6.90% 10.60% 29% 35.60% 14.30% 36.50% 36.40% Source: GlobalWebIndex, November 2015
  10. 10. How many hours do you spend social networking during a typical day? 11.40% 18.70% 20.60% 13.70% 10.50% 8.20% 6% 6.60% 4.20% Source: GlobalWebIndex, November 2015
  11. 11. How many hours do you spend social networking during a typical day? 11.40% 18.70% 20.60% 13.70% 10.50% 8.20% 6% 6.60% 4.20% 49.2% Source: GlobalWebIndex, November 2015
  12. 12. What are you main reasons for using social networking sites? 46.9 35.1 28.7 49.8 44.2 18.8 31.6 17.9 11.4 10.3 15.8 20.1 22.1 40.2 59.7 41.5 Source: GlobalWebIndex, November 2015
  13. 13. Creators upload video, write articles and blog posts, manage their own site or contribute ideas for products and services.   Sharers upload photos and images, like or share other people’s content using sharing widgets or on social networks and communities, or invite friends to join them on social networks.   Commentators ask or answer questions on sites like Yahoo Answers or Quora, comment on stories, post comments on forums or message boards, or ask brands questions using micro-blogging services.   Reviewers post reviews of products and services.   Socialisers use social networking and micro-blogging sites to keep in touch with friends and contacts.   Passives are none of the above. Social behaviours Source: GlobalWebIndex, November 2015
  14. 14. Social behaviours 55.5 43.7 11.7 33.2 67.4 55.3 Source: Global Web Index, November 2015
  15. 15. What would you share?
  16. 16. Tell me something personal.
  17. 17. Essena O’Neill Source: https://vimeo.com/145478100
  18. 18. You must trust and believe in people, or life becomes impossible. “ “ Anton Chekhov, Uncle Vanya, 1896
  19. 19. 32% 34% 40% 45% 46% 52% 53% 60% 70% 72% Brands  I  don't  use Celebri3es Elected  officials   A  well-­‐known  online  personality A  company  CEO Employees  of  a  company A  journalist Companies  I  use An  academic  or  expert My  friends  and  family We trust friends and experts TRUSTED DISTRUSTED Trust in information created by each author on social networking sites, content sharing sites, and online information sources. Source: Edelman Trust Barometer, 2015
  20. 20. Consumer journey 3 4 1 2 Purchase Awareness Evaluation Consideration Bond Advocate 6 5 7 LOYALTY LOOP Enjoy Trigger Source: McKinsey & Company, 2009
  21. 21. UGC crucial for consideration and evaluation Influencer Branded User generated 3 4 1 2 Purchase Awareness Evaluation Consideration Bond Advocate 6 5 7 LOYALTY LOOP 12%10% Enjoy 16% Source: Nielsen,The Role of Content in the Consumer Decision Journey, 2014
  22. 22. User generated content is king. Particularly for our audience.
  23. 23. What will you change?
  24. 24. Thank you for 👂ing and 👋ing and 👋 🙏 👏 mark@bloomworldwide.com @markralphs @bloomworldwide

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