Post on 02-Nov-2014
description
CLASS OF 2015
The Social Conference 2012 Miriam Melchers & Sebastian Bench
Meet the Class of 2015
MEET THE CLASS OF 2015
WHAT WE SET OUT TO LEARN
Who are they and what makes them unique?
How do they use technology and social media?
What does all this mean for my brand?
HOW WE GOT TO KNOW THEM
5,000 SURVEYS FOCUS GROUPS USER-GENERATED VIDEO
THIS IS WHO THEY ARE
THEIR VALUES HAVE BEEN SHAPED BY FAMILY AND FRIENDS
DEDICATION
DISCIPLINE
MODESTY
LOYALTY
PRIVACY
TRUST
CULTURAL AND HISTORICAL EVENTS SHAPE THEIR OUTLOOK
THEY USE TECHNOLOGY TO PROJECT POSITIVE INFLUENCE ON THE WORLD
THEY DEFINE THEMSELVES WITH:
Meet the Class of 2015
5 WAYS TO FRIEND THE
CLASS OF 2015
HELP THEM THEIR PERSONAL BRAND, AND THEY WILL BE MORE LIKELY TO “LIKE” YOURS
1 express
THEY LIVE IN A PUBLIC WORLD OF FANS AND FOLLOWERS
66%
have over 300 friends on Facebook.
Top 10%, over 1,000.
52%
make their Facebook Places & Foursquare check-ins public.
91%
would look up a store after learning their friend had checked in.
ENTERTAIN
INFORM UTILITY REWARD
RECOGNIZE
INTEGRATE VIA THEIR NEED STATES
A COOL BRAND MEANS BEING POPULAR WHILE ADDING VALUE
CUSTOM DESIGN
PERSONALIZED NIKE SHOES
IPHONE / SPOTIFY THEIR OWN SONG LIST
NO LOGO T SHIRTS
AMERICAN APPAREL
THEY PREFER BRANDS THEY CAN MAKE THEIR OWN
COKE FREE STYLE
BOND
CONNECT
RELATESHARE
EXPERIENCE
They become part of a network (can also start o!ine)
They search for mutual points of
interest
They share these experiences;
the more memorable – the longer
the conversation
CLEAR LINE BETWEEN FACEBOOK & ‘REAL’ FREINDS
84% sharing photos of themselves
77% sharing their music choices
69% are ok with sharing their sexual orientation online
KNOW WHAT’S TABOO AND WHAT’S SOCIALLY ACCEPTABLE ONLINE
WHAT IS NOT 30% ok with sharing history of products they purchased
23% ok with sharing their phone number
14% ok with sharing their physical location
VS. WHAT IS ACCEPTABLE
THEY COMMUNICATE
24/7 AND EXPECT THE SAME FROM YOUR BRAND
4
DEVOURING MOBILE VIDEO CONTENT AND SHOPPING APPS
65% Use mobile phone apps to price compare
32% Make mobile purchases at least once a week
{ 2x as much as any other demo. Nielsen Study (12-17 year olds), June 2011 }
{ Piper Jaffray Survey of 4,500 teens - April 2011 }
7 HRS Watch over 7 hours of mobile video, 2x as much as any other generation
THEY ARE AN UPGRADEABLE, DOWNLOADABLE CULTURE
report researching the next model for their current product, immediately after making a purchase.
65%
GET TO KNOW THEM BEFORE YOU ASSUME WHAT THEY WANT
5
Class of 2010
THEY HAVE SHIFTED BRAND PREFERENCE
Class of 2015
How expensive is it? Rich/bling
Status Celebrity influence
Brand signature: Gucci
Knock-offs
How new is it?
Cool/down low Performance
Friends’ influence
Personalized signature: Nike ID
Original
INVITE TO PARTICIPTATE
HOW TO JOIN FORCES WITH
THEM?
Meet the Class of 2015
CONSUMER POWERED NETWORK
Blog
Digital tool kit
Top Ideas
Photo albums
Reporting
Polls
Payments/ RepRewards™
Leaderboard
Group Calendar
COMING SOON…
London, Exeter, Edinburgh
Amsterdam
New York Atlanta
Madrid
Brussels, Gent
Paris
Milan
Zurich
Trondheim
Stockholm, Gothenburg. Malmö
Copenhagen
Hamburg, Berlin, Cologne, Munich
Beijing
Sydney
Abu Dhabi Mumbai
Why companies join RepNation
1. Insights, activation, ROI track record
2. Complete tooling
3. Cost efficient licensing model
4. Participate in body of knowledge
5. Short time-to-market
QUESTIONS?
CLASS OF 2015
THANK YOU!
@miriam_melchers @sbench