4. A new generation is…already here Digital Natives are ~30% of the total population in developed countries By 2018, Digital Natives will constitute 50% of the working population 90% owns a computer 80% owns a mobile phone Spend more time online than watching TV (Source: Pacific Northwest Apprenticeship Symposium 2009, Forrester Technographics Benchmark Survey (2008) & International Database (IDB) 4
15. The world is getting mobile… Desktop vs Mobile (million users) In 2014, more mobile internet users than desktop ones are expected (Source: Morgan Stanley Research) (Source: Morgan Stanley Research) 6
16. …and social Email vs Social Networking (minutes spent) 2 years ago, users spend more time on Social Media than on emails (Source: Morgan Stanley Research) 7
17. Brands are promoting themselves through different media Facebook Fans (Source: Facebook) 8
19. Objectives Becoming aware of a generational change Learning about how companies could be impacted: risks and opportunities Broadening your perspective to think about future strategies 10
47. Digital Natives shape the digital world… Playful Entitled Instantaneous Digital dependent Participatory …and the digital worldshapes the DigitalNatives 16
66. Low threshold to quit15% expect more frequent opportunities to change jobs life Robert Half International Biggest driver for resignations: failure to meet expectations http://www.humanresourcesmagazine.com.au/articles/FB/0C0516FB.asp 21
74. Instant gratificationShipping that takes longer than 2 days is a reason not to buy The collision risk of drivers is 23 times greater when texting http://www.keyorganization.com/time-management-statistics.php 23
90. Time to deliveryWord-of-mouth is the preferred information source 42% http://www.millennialinc.com/Millennial_Inc_PRINTPDF.pdf Digital Natives prefer consensus over hierarchical decisions http://www.millennialinc.com/Millennial_Inc_PRINTPDF.pdf 27
94. Consistency of value proposition accross all virtual media is fundamental > 230.000 “likethis” VALUE PROPOSITION Web Page Games YouTube Facebook Myspace Twitter 31
95. Consistency of value proposition accross all virtual media is fundamental Total Views > 3.8 million 32
96. Should the PR and CRM policies incorporate Social Media capabilities? Highly trafficked news websites & blogs Blogosphere Good PR on twitter can be beneficial for a company Bad PR on twitter can destroy a company Micro-blogosphere 33
100. But social media can also be very dangerous if not well managed 35
101. Talent Management should focus on leveraging Digital Natives capabilities (Source: Welcome to the world 2.0: FahriKarakas)
102. Google people management practices are innovative and address digital natives needs Trust Freedom Confidence US$ 21 billion in revenues 37 (Source: www.google.com)
104. Going back to your business, leverage the opportunities Digital Natives bring… Me - Explore Employees - Listen Customers - Serve …achieving a balance that works for all generations 39
108. Jean Henin, France jean.henin@mba2010.imd.ch7 years international operations in FMCG (L’Oréal, Electrolux, Nespresso) Rafael Martín, Spainrafael.martindeagartirado@mba2010.imd.ch 7 years IT Consulting as an entrepreneur (Emergya)Future: IT Consulting, focused on Social Networking Jônatas Melo, Brazil jonatas.melo@mba2010.imd.ch 10 years Supply Chain, Logistics, Projects and Sales in Oil & Gas and Industrial products (ExxonMobil, Cosan) Stephanie Weg, Germany stephanie.weg@mba2010.imd.ch 5 years International IT Project Management in Industrial Applications, Healthcare (Siemens)
110. Generational differences in online activities: Millennials win.. (Source: Pew Internet and American Life Project) 45
111. … though not in all activities… yet! (Source: Pew Internet and American Life Project) 46
Editor's Notes
Quick explanation of what FB fans are.
1.Who are Digital Natives ?What are their characteristics and behaviors?2. Implications for companies3. What are the key questions you may want to think about for your business ? (Take away)
Developed countriesTransmit the idea that DI don’t do it naturally, they have had to learn a ‘new’ language
These two digital natives, Stephanie and Jean, are working at normal companies and discuss their experiences….let’s see what they have to say…these are the people you will deal with in your company!
Theme: Experience starting in a company. J: It has been six months now since we both started our job, how did you go? S: I love my job. I started and did not really bother reading any manuals or process descriptions, I just found my way through, did a bit of trial and error…it was really simple. And my job is fun…I like going to work in the morning because it is not like a duty. I can go there, I can play, be creative, update my blog, have a good time. I love it.J: I love to play too but it seems that I am the only oneThere is so many toys I love to play with...FB, blogs, company forum, ...I am able to come up with so many initiatives and ideas They arent always related to what we are doing but at the end of the day it is fun!My boss think I am not so structured and target orientedThe other day he told me that I disrupt the business with my post on our company message board--------------experimental, intuitive, less strucured, nonlinear, less fear of failure, risk takers, random access, playful, creative, inductive, too much virtual playing, not so much real work
Theme: Life PlanSteph: You know Jean, I know exactly what I want to do with my life, I have it all planned. My dream is to have a challenging and exciting job, but also to have a good work-life-balance. I want to be happy! I spoke to my boss about it and he gave me feedback on my career plan. Now I am doing an MBA in parallel to my job and I am able to do home office one day per week. I feel like I am really in control of my career and I can move it to my personal goals. Jean: Oh!!! Yes, I also have a dream for MY future.My company should support me to take care of my self.My boss seems to think that my expectation are so HIGH that it doesnt leave room for the teamI have to live my own brand and I dont want to compromiseIf I dont get it then I wont wait too long to find a better place
Theme: ProjectsSteph: I love the constant change in my company.New projects all the time, new topics all the time! Sometimes I do six things at the same time, and I love juggling all these different challenges. It allows me not to just work in silos, but really see the big connections.Jean: I can do 6 project at a time and they gave me only 3. I get so bored. I love to start many projects at the same time and reach 80% but it seems that my boss cares so much about the last 20%. My boss tell me I am not focused but he doesn’t give me enough feedback, he doesn’t answer to my instant messagesHe keep on talking but I believe text messages will be so much quicker--------Recovery from a task interruption takes 15-20 seconds
Theme? ? Working with technology<Bring iPhone? & laptop>Steph:Oh no, I have no reception! It is so important to me to be able to check my eMails any time because I do projects all over world. We use video conferencing, real-time data sharing and chats, and it works so well!And when I travel, I take my iPad and have all my data with me in a machine that weighs less than 1 kg! I can use it to find business partner through my network on linked in in any city of the world and post photos and news on Facebook and in my blog. All my 621 friends on Facebook follow what I am doing and comment on my status updates, it makes me feel really famous and allows me to stay in touch with them.Jean: I have a facebook, twitter, myspace, ….accountSteph: So what do you use it for? What do you do with them? I spent two days setting up all my profiles I spent two days reading and writing into blogs and company web siteS: So what did you find?J: I increase the numbers of my friends and followers on my website.Don’t tell my boss but when I write about new product of our company I have more fans and visitors than our company website-----------------------always on, open, famous?, uniqueness, expressive, extremely social, preference for electronic environments, electronic friends, networked, look up facts rather than knowing them, wireless, wired, technology is a need, digital dependant, escape from reality, semantic tagging
Theme: (company) cultureSteph:Our company is really “our” company!We all add our ideas, and really shape the company culture. Everyone shares their idea, I can ask for their help and I actually enjoy sharing my material because I created it anyway, so I might as well share it. It is really give and take. And management really listens and allows me to bring my own ideas which actually get realised.Jean:You remember when I arrive at the company, this big pyramidEven my boss told me what to do when we should actually share togetherI came up with a great initiative to create a new digital slogan for our companyI received so many ideas, people spend their entire day creating ideas
Introduction: Steph and Jean are now customers – Link
Say that this is the portalDetail that the customers can interact in many ways
Equivalent to the total Digital Natives Population Netherlands
Comcast – Top cable provider in the US50.000 followersTechnological brand imageImpact in the net
Tony HaywardIf you do not do it... Somebody else will do it for you
Collective criativity – include Jean talk about the brainstorming tool
Just tell that is the google advertizement system
Me? What can I do? Explore, one step at a time: Sign on Facebook, LinkedIn, read blogs, spend 15 minutes per dayListen to your employees. Who are the DN in your company? Do you really talk to them? Do you LISTEN? What can you learn from them? MEET them?Customers? Don’t think you hae to do everything at once. Define what your message on the channels, what is the purpose (marketing/ after sales,….)
