Z: Digital World of Content Consumption

—
Syamsul Maarif
Z: Digital World of
Content Consumption
Proprietary of SamiSami Creative. All rights reserved 2017.

Rules
1. Be awake
2. Be open-minded
3. Be participative
4. Enjoy!

Expectations
After this presentation you should be able to:
1. Generally understand Millennials and Generation Z,
2. Basically understand how to create engaging contents,
3. Deﬁne potentials creators community for brands,
4. Ilmu baru
5. Cara bersaing generasi sebelumnya dan generasi Z
6. Insight emotional generasi Z

Let’s warm up!

Two Truths One Lie
As simple as stating three statements which include two truths and
one lie about yourself/your life/things that you have been through.
Then other audiences will have to guess which one of three
statements is a lie.

Z: Digital World of
Content Consumption

A generation is all of the people born and
living at about the same time, regarded
collectively. It can also be described as, the
average period, generally considered to be
about thirty years, during which children are
born and grow up, become adults, and begin
to have children of their own.

Previous
Generations
Silent
Generation
Baby
Boomers
Generation
X
Years
Ages
Major
Events
Major
Traits
1973-1945
67-75
World War II
Great depression
Advent of TV,
telephones
Respect for authority
Loyal
Hard work
1946-1964
48-66
Civil rights
Women’s liberation
Cold War
Explore
Optimistic
Work-centric
1965-1976
36-47
Vietnam
Watergate
Advent of MTV
Individualistic
Flexible
Skeptical of authority

Current
Generations
Generation
Z
Years
Ages
Major
Events
Major
Traits
1994-
18 and younger
9/11
Iraq/Afghanistan
Wars
Market Crash
Technology-reliant
Embrace diversity
Privacy
Cynical
Millennial
Generation
1977-1993
19-35
AIDS
Technology
Tech-Comfortable
Family centric
Optimistic

Z’s Major Traits
Technology
Reliant
Embrace
Diversity
Privacy Cynical

Media Revolution
Radio TV Internet Social Media
1939
First Broadcast
Franklin D. Roosevelt’s Speech
1994
First Website
by The White House
2002
Friendster appeared
1916
First Audio Broadcasting

Technology
Timeline

Let’s play a game!

Hot Seat
Each person will be given three words.
One word at a time, a person needs to put the word above his head and try
to guess the word by getting clues from the rest of the audience.
The person who guesses the most will get a prize.

Content
Transformation
Information Education Escape
Diverse
Contents

Superfans
Thee superfans are the people most likely to comment, tweet, share, parody,
and even redistribute content that they find appealing. To reach the beating
heart of superfans at the core, brands must listen, tune in, share, and
reciprocate with the whole community. Brands must build meaningful
connections with all, just like creators do.

Superfan Relationship
Content
Creators
Brands
Superfans

Consumer-worthy
Contents
To create a consumer-worthy contents, there are laws of Digital Social
Contract that we have to follow:
1. Pure passion trumps production
2. Community is king
3. Engagement-driven, not hit-driven
4. Think small to be big
5. Make universes, not content
6. Revenue grows when it disappears

Pure passion
trumps production
“I know my content is good
because I’m real, I give 110
percent of myself. Other people
are scared. I’m not afraid to take
chances,” says DeStorm Power,
one of today’s most prolific and
best-decorated Viners (with over
two billion loops and almost six
million fans).

Contrary to what many in traditional
media believe, content in digital media
is not king. It’s community that counts.
In other words, creators follow their
fans. They drive the most engagement
— and revenue — on social
platforms. Superfan communities
push in three directions. They force
creators and brands to adjust access
points, platform adoption, and each
other.
Community is King

“We believe trust is earned over a long
period of time through the aggregation
of all our actions, it’s impossible to buy
trust with a ton of marketing dollars.
We have to show the audience day
after day after day that we are honest
and authentic in our storytelling. Trust
means that we can make a mistake,
and the audience gives us the benefit
of the doubt that it was a bona fide
mistake rather than an intent to
deceive,” says Cenk Uygur.
Engagement-driven,
not hit-driven

Successful creators also don’t try
to be something they’re not. “I have
to remember not to do things that
aren’t really me or the community,
my fans expect to see me working
out in my living room, and when I’m
not, they notice!” says Casey Ho.
With a well-defined passion and
committed community, creators
should feel liberated. Somewhere,
there is an audience for just about
anything.
Think small
to be big

Programming across platforms with brand
stewardship in mind is critical for building a
consistent audience. This approach
predates the Internet, of course. In new
media, these universes are unified by the
indelible personalities of their creators — a
vlogger’s nuanced perceptions of life may
launch a linear TV series and innovative
merchandising lines; a musician’s quirky
take on pop may spin on a new media
record label and sold-out world tours.
Make universes,
not contents

Revenue grows
when it disappears
Social messaging apps and games that
sell virtual goods can express emotion,
personalise the messaging experience,
and/or advance to new levels; as such,
they can be wonderfully effective revenue
generators in an invisible — but effective
— way. The Z generation is much less
tolerant of video advertising that [is] poorly
targeted, irrelevant to the medium where
they’re watching, or lacking authenticity .
https://www.youtube.com/watch?v=ZzuRvzsNpTU
Kurt Hugo Schneider is an American video editor,
producer, musician, singer and songwriter, whose
primary medium is YouTube music videos.

Now we know…

What should we do
then?
1. Honour community as king
2. Find pure passion in niche creators
3. Increase revenue by letting it fade
4. Foster engagement through (creator and
brand) universes

Z: Digital World of Content Consumption

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