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.

1. 😱 !!! The 🏠 is 🔛 🔥 and the
😸 is eating all the 🍩 ! I'm 📌,
🙏 🆘 me. Bring 💧 and 🍸.

2. Or… do you speak emoji?
The complicated relationship between young
people and social media.

4. Where did social media come from?
And where is it going?

5. 1993
Source: https://www.youtube.com/watch?v=KDxqfgIDvEY

6. It has tapped into a yearning to connect.

7. 2015

8. We’re moving into an era when the most
human companies will win.

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. Social behaviours
55.5
43.7
11.7
33.2
67.4
55.3
Source: Global Web Index, November 2015

18. What would you share?

19. Tell me something personal.

24. Essena O’Neill
Source: https://vimeo.com/145478100

25. You must trust
and believe in
people, or life
becomes
impossible.
“
“
Anton Chekhov, Uncle Vanya, 1896

26. 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

27. Consumer journey
3
4
1
2
Purchase
Awareness
Evaluation
Consideration Bond
Advocate
6
5
7
LOYALTY
LOOP
Enjoy
Trigger
Source: McKinsey & Company, 2009

28. 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

29. User generated content is king.
Particularly for our audience.

32. What will you change?

33. Thank you for 👂ing and 👋ing and 👋
🙏 👏
mark@bloomworldwide.com
@markralphs
@bloomworldwide