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kids h8 facebook
January 10th, 2014

Confidential and Proprietary space150 ©2014
Monday, January 20, 14
Confidential and Proprietary space150 ©2014
Monday, January 20, 14
why does genZ hate FB?

Confidential and Proprietary space150 ©2014
Monday, January 20, 14
(easy answer)

parents are so embarrassing

Confidential and Proprietary space150 ©2014
Monday, January 20, 14
but it’s more
complicated than that

Confidential and Proprietary space150 ©2014
Monday, January 20, 14
gen z
/ population of 23 million
/ 0 to 18 (today to 1995)
/ Haven’t left home
/ Confident
/ Never known a world without in...
plenty of networks to join

Confidential and Proprietary space150 ©2014
Monday, January 20, 14
“They [teens] dislike the increasing number of adults on the
site, get annoyed when their Facebook friends share inane
det...
Confidential and Proprietary space150 ©2014
Monday, January 20, 14
94%

of teens with social media have a facebook

Source: Pew Teens Social Media and Privacy
Confidential and Proprietary sp...
they just use it differently
millennials

gen z

/ connection to disparate
family and friends

/ hub for contact and
perso...
Facebook is more of a utility
than a source of entertainment

Confidential and Proprietary space150 ©2014
Monday, January 2...
not all networks are that synonymous
utility

frequent use

niche or spikes of use

Confidential and Proprietary space150 ©...
the digital pendulum swings back and forth
Public

amass followers
transparent
news

Private

specific followers
exclusive
...
just because the pendulum
swings one way doesn’t mean
it won’t swing back

Confidential and Proprietary space150 ©2014
Mond...
Each social network earns a
role in teens’ lives. Use the
role appropriately when trying
to speak with them.
Confidential a...
thank you.
elsa perushek : strategist

Confidential and Proprietary space150 ©2014
Monday, January 20, 14
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Kids H8 Facebook

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There has been plenty of press for Facebook in the past few months and not all of it good. In fact, word on the Internet - from the New York Times to Reddit - is that teens are fleeing Facebook in droves. As a digital agency, space150 works with Facebook (and a plethora of other social networks) daily. It's our job to understand if a valuable audience is leaving the FB how to react and advise clients. As we dug into the data we learned a few things: this isn't nearly as dramatic as it seems, and Facebook will be popular with the youths again (someday).

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Kids H8 Facebook

  1. 1. kids h8 facebook January 10th, 2014 Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  2. 2. Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  3. 3. why does genZ hate FB? Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  4. 4. (easy answer) parents are so embarrassing Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  5. 5. but it’s more complicated than that Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  6. 6. gen z / population of 23 million / 0 to 18 (today to 1995) / Haven’t left home / Confident / Never known a world without internet / Aware of finances, future economic woes Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  7. 7. plenty of networks to join Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  8. 8. “They [teens] dislike the increasing number of adults on the site, get annoyed when their Facebook friends share inane details, and are drained by the “drama” that they described as happening frequently on the site. The stress of needing to manage their reputation on Facebook also contributes to the lack of enthusiasm” Source: Pew Teens Social Media and Privacy Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  9. 9. Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  10. 10. 94% of teens with social media have a facebook Source: Pew Teens Social Media and Privacy Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  11. 11. they just use it differently millennials gen z / connection to disparate family and friends / hub for contact and personal information / repository of photos and information / not connection (remember these kids have not left home, connection to friends is still physical) Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  12. 12. Facebook is more of a utility than a source of entertainment Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  13. 13. not all networks are that synonymous utility frequent use niche or spikes of use Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  14. 14. the digital pendulum swings back and forth Public amass followers transparent news Private specific followers exclusive expression Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  15. 15. just because the pendulum swings one way doesn’t mean it won’t swing back Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  16. 16. Each social network earns a role in teens’ lives. Use the role appropriately when trying to speak with them. Confidential and Proprietary space150 ©2014 Monday, January 20, 14
  17. 17. thank you. elsa perushek : strategist Confidential and Proprietary space150 ©2014 Monday, January 20, 14

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