Darwin explained that living organisms are well-designed for their environments. Humans developed positive emotional reinforcement to social behavior in order to facilitate survival. Chemical reinforcement. We work better when we’re in groups and it feels good. Now most of our groups are available online too. And it still feels good to be in those groups, even though we can’t get the same sensory stimulus from the group. Why do our brains respond similarly to virtual networks as they do to physical groups? The concept of “cooption” explains this. Cooption, refers to the shift in the function of traits during evolution. When someone high-fives me, I feel good. Likewise, when I get a digital poke on Facebook, the recognition makes me feel good. The physical interaction is gone, but the trait has been coopted to reinforce social behavior. This, fundamentally, is why social media works. We have evolved to recognize it as being part of a group, which was always good for us.
What Matters to Millennials + Bonus SXSW 2014 Insights!
What Matters to Millennials?
Naimul Huq | @naimul
Director, W2O Group
1 Contents are proprietary and confidential.
2 Contents are proprietary and confidential.
“Millennials are lazy, entitled narcissists who still live with their parents.” – TIME
1. a person reaching young adulthood around the year 2000; are 18-34 year old.
Google Image Results:
3 Contents are proprietary and confidential.
“Among Americans age 40 and older, there’s a
pastime more popular than football, Candy Crush
It’s bashing millennials.”
Frank Bruni, NYTimes
June 7, 2014
4 Contents are proprietary and confidential.
the hashtag generation
1. Younger than millenials. Often overlapping interests, influenced by millennials. Digital natives.
Google Image Results:
“The #generation naturally collaborates.”
5 Contents are proprietary and confidential.
“In 2009, more data will be generated by individuals than
in the entire history of mankind through 2008.”
- Andreas Weigend, Chief Scientist, Amazon.com, 2009
50 Million Instagram Posts Per Day
500 Million Tweets Per Day
Billions of Interactions on Facebook
Trillions of Text messages, IMs, Snapchats, Secrets, Vines, Emails,
YouTube Videos, Livestreams, Reddit Submissions….
66% use more than one mobile device, daily
They look at their mobile phones 45+ times
per day – SDL Report
6 Contents are proprietary and confidential.
There is a ton of data out there.
It tells a story and you don’t need a background in
math to tap into it.
W2OGROUP Clients (Examples)
Contents are proprietary and confidential.
How We Try to Understand Millennials
• We analyze thousands of conversations per day and
extract the most shared content from Millennials, from
music to gaming to healthcare, across a multitude of media
• From a marketing standpoint, this helps us craft content
that speaks directly to their interests. Our creative team is
• We have to be mindful of human truths. Basic rules of
behavioral psychology are the reason why social
networking is so popular. And with that in mind, we create
and connect. Logic and Emotion.
8 Contents are proprietary and confidential.
The Psychology of Social
Operant Conditioning is what
makes social media work well.
Social media incites
Fear of what others are doing
without us gets us to sign in.
Fear of being apart drives us to
We model our behavior against
the behavior of others. Memes,
trends, fads are all a function of
Humans tend to value the
opinions of those they trust.
Reviews from friends carry more
weight than any advertisement
and dictate our behavior.
Source: http://www.danah.org, http://www.danzarella.com
“In order to know how society works, you need to be a part of it.”
-Danah Boyd, Microsoft Research
The 1-9-90 Model of Influence
1 9 90
• Top opinion leaders – 1%
or less who drive the ideas
that fuel conversation share
• Important to focus content
and relationships here
• Second concentric circle of
influence – the people who
carry the message, and
where top influencers source
• Important to surround sound
with paid + earned media
• Reflects what customers read,
search and discover online
every day. What do they learn?
Where are they? How can you
• Important to listen, educate,
share and provide unique
1% of People Create Content 9% Share and Repackage 90% Listen and Learn
Contents are proprietary and confidential.
Tremendous Reach in Top Influencers
“Competitive Strategy In The Age Of The Customer,” Forrester Research Inc., June 6, 2011
Brand or Product impressions via consumers in social media.
Follow the Leaders
12 Contents are proprietary and confidential.
Ten Areas of Online Influence
Influence Areas Trend Relevance
Favorite of sales force,
customers on the go
Podcasts of all types, plus audio tracks of video segments are an undefined area of online,
yet have growing utility
>200MM; trend is to have
multiple blogs, multiple
We should know the top influencers by topic who drive relevant share of voice. The
numbers of influencers are small, precision is key.
Data / Slides 30MM uniques at SlideShare A great location to share all public presentations.
The engine of conversations
and passion online
Knowing who is driving conversation in forums is key. We should treat high volume
moderators with the same respect as we do with journalists.
Is all content tagged to impact
Companies often forget to tag all content in the 10 languages that reach 95% of the online
An effective way to alert
influencers, help propel news
A great opportunity to build a network of influencers who want to share your news in real
time. Twitter is a prime example.
Yes, Google is #1, but
YouTube is #2
We need to know the influencers on the first screen for our brand and key topics. We also
need to understand where people are taken when they search.
The communities that are
often our “first place” to go
Our day often starts and ends with Facebook or MySpace or Orkut or other depending
where we live.
Consumption habits are
starting to favor video vs.
There are over 50 video sites to analyze, which sometimes house ratings and reviews of
Free online peer edited online
Nearly every topic has a Wikipedia entry, which means it could be the first information a
consumer finds about any topic they are seeking information about.
#SXSW Insights: W2O Remix
18 Contents are proprietary and confidential.
W2O on SXSW
• Top trends @ sxsw 2014
• Healthcare’s first ‘official’ rodeo at sxsw – what were
the key topics covered and what did we take away?
• Our top 5 insights from the meeting
• What we think it all means for you
What we’re going to cover
19 Contents are proprietary and confidential.
top trends @ SXSW 2014
• The debate over big data versus privacy was the #1 topic. The top trending
topic was the relationship between national security and technology, spurred by
appearances by Edward Snowden (185,005 mentions) and Julian Assange
(48,252 mentions). Snowden’s presentation via video only fueled the buzz around
• Wearables (which are small) will be huge. They were a major focus of the
Consumer Electronic Show and continued to be a key topic at SXSW. This will
likely continue to be a top trend for some time.
• Additional hot topics included 3-D printing, food innovation, mobile, and social business.
• The emergence of celebrities over technologists. Lady Gaga and Zac Efron
confirmed it – SXSW is one of the hottest red carpets around. Similar to the TED
conference, actors, politicians and Fortune 500 CEOs ruled the day. And even
within the tech world, its often more about the personality than the company,
industry or topic. #snowden
• Its all Global. Over 540,000 tweets were associated with the #SXSW hashtag
around the world, peaking Monday, March 10 with 160,881 unique mentions
surrounding Edward Snowden's session. Only 10% of SXSW-related tweets
originated in Austin, though still comprised the highest geographic concentration.
20 Contents are proprietary and confidential.
healthcare’s biggest rodeo yet @ SXSW
21 Contents are proprietary and confidential.
2014’s healthcare track was the biggest and best yet – way more than 8
seconds, more like 5 days and 23 sessions
• 3 million tweets with the hashtag #sxsw, 72,290 with #sxswi, 575 with official Health Track #sxswh
• Key areas of focus included:
• wearable technology and how it can impact behavior – and what to do with all the data collected, ensuring health innovation is
available to everyone, best practices on how doctors, patients, companies and advocates can work together to advance care,
and some really cool technology in development – like a breath analyzer that can detect lung cancer and an ingestible drug-
dosage monitor that’s the size of a grain of sand
what do we think it means?
• Wearables = human data center
• Anything our body does will generate data, matched with all available content on
• Actions of our body lead to results on what to do, e.g. Ask MD
• Concrete behavior patterns are emerging – what we do with that is yet to come
(male vs. female behavior change, disease management)
• How we consume information about health is fast tracked
• Proof: the shift from 86% of clinical trials being delayed to 86% enrolling early
• Mass media gives way to highly focused outreach to right patients
• Health is transformed as medicine reaches the market earlier
• There’s room for HC companies to engage in the conversation @
• The next slides shows how one of our clients, Kaiser Permanente, partnered with
us to get engaged in the conversation via a customized news dashboard, live
from the meeting
22 Contents are proprietary and confidential.
our top 5 insights from SXSW
24 Contents are proprietary and confidential.
insight #1: you need to be a brilliant storyteller
25 Contents are proprietary and confidential.
Mad Men are now MiddleMen
• There is a shift from the brand as publisher to brand as storyteller – and customers
should help be the one telling the story
• Brand and trust are more influenced by what others say about companies/organizations
than they say about themselves thanks to social media
• “You have two ears, one mouth. Listen twice as hard before you start to speak.” – Andrew
Bowins, SVP Corporate & Digital Communications, MasterCard
• We have to learn how to be more active on social media by listening; then adjust and
adopt new roadmaps against what the customer needs
insight #2: content is still king, but must be channel
26 Contents are proprietary and confidential.
Marriage between content and technology is key
• People want to find content that is real, good and valuable to them – now. It shouldn’t be
manufactured. Focus is on what they WANT to know vs. what they need to know
• People want to feel they are finding something “new” in their content – things that new,
stories that are new. They want the discovery, not to feel handled in someone “providing”
information to them
• Content should be channel neutral – we don’t have a FB strategy or a Twitter strategy;
we have a content strategy and technology allows us to activates across all channels
insight #3: its all about the beta (and the next beta)
27 Contents are proprietary and confidential.
Sometimes it really is about the journey
• “The word “brand” and what that represents is the single most important thing to everything Google
is going to do.” – Jeben Berg, Senior Lead YouTube/Google
• Everything is beta – if everything stays in beta that means that everything that we do is a test and
has room to change and be made better
• Every brand has marketing objectives and those objectives are test worthy. How you achieve them
is test worthy. You need to study, learn and make better decisions. Then scale it – across brands,
the company and the industry
insight #4: making a difference is a big deal
28 Contents are proprietary and confidential.28 Contents are proprietary and confidential.
It’s not always easy to change status quo, but it is necessary
• It takes optimism, pragmatism and a lot of tenacity, but what is getting marketing and digital teams into
the c-suite table is the ability to hear what our stakeholders are saying and bring that to leadership
• Give your teams the time and support to bring innovative ideas to the table
• Embrace the new – Take risks. Lead. Both within your organization and outside. And then tell others how
you did it – perhaps at a SXSW panel
insight #5: healthcare has some catching up to do
29 Contents are proprietary and confidential.
Polls in: technology change in HC is happening too slowly
• Clear call to action that we need to stop designing for the healthy population and look at how to
solve for those that need it
• Case in point: Sanofi’s fourth generation of the Diabetes Design Challenge is leveraging open data and Sanofi does not
own the IP. Focus is on how to collaborate with patients and service innovators – and that will enable rapid prototyping
• Products must be compelling and engaging, meaning beautiful, easy, fun – and importantly,
highly available – they must have access to a broad distribution
• Case in point: Mango Health, a mobile app that applies gaming to medication adherence, has demonstrated 90%
adherence in patients and is now able to charge $3 per patient
so, what do we think it all means for you?
• There is a shift occurring – from “big data” to “forensic analytics”
• You need solid foundation on the five fundamentals – listening,
influencers, language, content & channel
• Corporate vs. brand, global in focus
• The insights trifecta: Multi-year, real-time and location-based
• Use the power of storytizing – not advertising – to help establish
who you are and what you stand for
• Define your content strategy first, that + your forensic analytics
will tell you where you need to go
30 Contents are proprietary and confidential.
@naimul on Twitter
31 Contents are proprietary and confidential.