The document discusses the rise of digital natives and their impact on media consumption and viral content sharing. It notes that digital natives are hyper-connected, desire instant access, use digital technology extensively, and enjoy multi-tasking and consuming information. The document also examines characteristics of digital immigrants and how opinion leaders and communities drive the spread of viral content through participation and the unexpected nature of what goes viral. It emphasizes that businesses must understand these new media behaviors to effectively engage digital native customers.

2. Video Virals
Date: July 2012

3. Companies that don’t
understand digital
communities will die….
Source:hagel

4. Your customers have changed
Source:the economist

5. Native or Immigrant ?
Source:the economist

6. Age in 2010
70 Immigrants
50 66-45
45-66
30 45-33
Natives
33-16
20
“millennials”
10 15-0
Baby Gen X Gen Y Gen Z
Boomers ’66-’76 ’77-’94 ’95-’2012
’46-’65
’46-’66

7. Digital Natives
– Hyper connected.
– Instant access.
– Digital technology at core.
– Multi tasking information junkies.
– Do you recognise anyone?

8. Digital Immigrants
– Avoiders
– Reluctant adopters.
– Eager adopters.
– Do you recognise anyone?

10. According to the 2011 Social TV Trends Report, 43% of UK adults have commented
or discussed a TV show with people based elsewhere –

13. 48

14. 3bn

15. Small
% go viral

16. Common themes
– Opinion leaders or tasters
– Communities
– Unexpectedness

21. Opinion Leaders or Tasters

28. shift in culture, communication
and values - participation

34. What is important is the natives
“get it”

38. becomes part of sub culture, we
don’t just enjoy we
participate

40. Unexpectedness – driven by
an individual or group of
“tastemakers”.

42. • What does it all mean
• Tastemakers
• Communities – participation
• Unexpectedness
• New type of culture
• New type of media – everyone has access
and involvement - prosumers

44. Your Online Value Proposition
• Tempt customers by offering channel choice and
something they cant get elsewhere.
• Use the 6 C’s to define your OVP
– Content
– Customization
– Community
– Convenience
– Choice
– Cost reduction

48. What Can You Do?
• Quick Wins
– Set up your own YouTube channel.
– Find the influencers in your market.
– Use keywords in YouTube.
– Start using social to monitor your industry.
– Competitor review

49. Contact:
• john@sharpmonkeys.co.uk
• chris@sharpmonkeys.co.uk
•www.sharpmonkeys.co.uk
• www.twitter.com/sharpmonkeys
• skype – sharpmonkeys
• phone – 01684 575255 / 07962188183