Gen C:The Connected Collective By Dan Pankraz
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Transcript of Gen C:The Connected Collective By Dan Pankraz
Dan Pankraz
Youth Planning Specialist
Based in Sydney, Australia
Follow me on twitter.com/danpankrazEmail me on [email protected]
The changing media and consumer landscape
The Rise of Generation C
Creating a Collective around your brand
Evolving the Communication Model
... is an umbrella term that defines various CONSUMER
activities that integrate technology, social interaction
and the construction of words, pictures, video and
audio.Source. Wikipedia.org
My Social network
People share information in Social Media
SOCIAL NETWORKS VS SOCIAL MEDIA
We talk about• Family• Life • Work• Socialising• Sport
September 14, 2007 client name or logo
AND IT’S PRETTY DAMN BIG IN AUSTRALIA TOO
• 4.3M Australians on Facebook• 2.3M Australians have created a blog• 7.1M Australians read one or more blogs• 1.6M Australians ongoing update their blog since creating
it• 84% of Australian internet users use Web 2.0 for sharing
content such as photos, links and video• 83% consume Consumer Generated Media content• 78% of Australians download and stream audio and video
content• 39% of Australians create online content in the form of
uploading video and music
*estimates based on the Australian online universe aged 14+ of 2.652 million as of January 2008 (source: Nielsen Media National Readership Survey – Quarter 4 2007)
AUSSIE YOUTH IN SOCIAL MEDIA
98% Of all Youth connected on the Internet
52% Report increased usage of the Internet from previous yearand expected to grow
3.4 Hours a day on the Internet
Synovate research12 Feb 2009
36% Read other peoples social network profile pages
35% Regularly update their profile pages
41% Have searched for information on products and services
THE RESULT: MEDIA DEMOCRATISATION WHERE ANYBODY CAN BECOME AN
AUTHOR, JOURNALIST, FILM MAKER OR STAR
…they’re NOT an age cohort, but a Collective of creators whose interests and behaviours are expressed across the technologically progressive backdrop of social media….
GEN C MOVE AS ‘SWARMS’
WEB 2.0 HAS ENABLED ‘SWARM BEHAVIOUR’
MOVE AS ONE
NO ONE LEADER
ACTIVE
SHARE
FAST
‘The Nature of Marketing’ by Chuck Brymer
IN CONTRAST, GEN X AND BOOMERS TYPICALLY DISPLAY ‘HERD’
BEHAVIOUR
MOVE
INDEPENDENTLY
WAIT TO BE LED
PASSIVE
SLOW
GEN C ARE THE CONNECTED COLLECTIVE CRAVING CONSTANT
CONTACT WITH FRIENDS
Always searching for ‘CULTURAL CAPITAL’ to talk about
THEIR MOBILE PHONES ARE THEIR SOCIAL HUB
DELIVERING ON THREE KEY NEEDS
EXPRESSIONISM
Creativity
COLLECTIVISM
Belonging
ESCAPISM
EntertainmentCompetition
WE’LL SEE AN OUTBREAK OF O.L.D. – ‘OBSESSIVE LIFESTREAMING
DISORDER’
Gen C’s need for belonging and social significance has led to the constant archiving of one’s memories, words, photos and detailing every-day life
for public sharing .
Streaming your life in 5 minute intervals
AND THERE IS AN UNDERLYING COMPETITIVE PRESSURE WITHIN
THESE COLLECTIVES TO BE IN THE KNOW
‘SNOOPING’ PHENOMENON Who is with who?
Where are people going ?
Who is/isn’t invited?
Wearing?Style?
Status...
EVEN GAMING HAS SEEN A SHIFT FROM INDIVIDUAL ACHIEVEMENT TO
‘COLLECTIVE FUN’
Group play of Wii and MMORPG’s more popular than Xbox 360
C FOR CONTENTYoutube is the new TV, they don’t want
‘appointment to view’
The swarm gravitate towards content that gives them something to talk about with friends
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
Source: Forrester Research ‘Technographics Profile’ Australia 2008
ALTHOUGH IT’S IMPORTANT TO UNDERSTAND THE ‘TECHNOGRAPHIC’ PROFILE
PUTTING THEIR OWN CREATIVE SPIN ON SNACKABLE IDEAS
Make it simple, easy, random and addictive
Make it simple, easy, random and addictive
THEIR CREATIVITY HAS MANIFESTED TO AN EXPLOSION IN BODY ART
The ‘Ink Tribe’ is pervasive across all Gen C subcultures and a form of cultural capital
5 THINGS TO REMEMBER WHEN ENGAGING WITH GEN C
1. It’s about doing, not saying
2. If you don’t stimulate conversation and give them something worth talking about… it’s over
3. Not a Target Audience, but partners in production, modulation, development and distribution of brand ideas.
4. ‘Subversive Communications’ is the future - when Gen C feel like they’re ‘in the know’ in regards to a brand idea, they then propagate within their collective
5. A brand must be inspired by the culture of the collective you hope to reach
3 KEY PRINCIPALS TO GET THE GEN C SWARM ‘FLOCKING’ TO YOUR BRAND
CONVICTION
CREATIVITY
COLLABORATION
CONVICTION
• Stand for a belief system and inspire
• Have a point of view on the world
• Be real and honest
• Have a peer to peer conversation, don’t talk down to them
NBA 2K9 ‘THE OTHER SEASON’ ALLOWS GAMERS TO BE DRAFTER INTO AN ONLINE FANTASY LEAGUE OWNED BY 9 REAL NBA PLAYERS
ORANGE ‘ROCKCORPS’ GIVES YOU THE CHANCE TO GIVE BACK
4 HOURS OF YOUR TIME TO A COMMUNITY PROJECT =
1 AMAZING GIG TICKET
WITCHERY IS MORE KNOWN FOR DECEIVING US THAN CREATING A
COOL CONVERSATION $3.99
There’s a fine line between being ‘deceived’ and being let in on a secret
CREATIVITY
• Do something remarkable
• Deliver brand utility – it’s about doing, not saying
• Stimulate conversations in culture, then participate
• Be a discovery brand, let them uncover interesting and surprising things about you, or create them yourself
THE ‘FUTURE FILM FESTIVAL’ IS FOR BUDDING DIRECTORS, ACTORS, WRITERS
(AGED 13-25) GIVING THEM THE CHANCE TO GET UP CLOSE AND LEARN FROM GURU’S IN
FILM..ALL FOR FREE
AT THE AUSTRALIAN OPEN TENNIS, GARNIER OFFERED TEEN GIRLS THE CHANCE FOR A
QUICK MAKEOVER..FOR FREE
GIRLS LINED UP FOR 3 HOURS IN 32 DEGREE HEAT FOR A QUICK MAKEOVER
AND A $30 GARNIER GIFT PACK
NINTENDO CREATED THE Wii TENNIS CLUB GIVING YOUNG TENNIS PLAYERS THE CHANCE TO COMPETE AGAINST THEIR
HEROES… AND EACH OTHER….
COLLABORATION
• Try to motivate ‘collectives’ not the individual consumer
• Invite manipulation of your content, have flexibility and fluidity with your ideas
• Enable relationships to develop around common interests
• Listen to what your fans are saying ‘swells’, then give them something interesting
• Experiment
MOUNTAIN DEW LET TEENS TAKE OWNERSHIP OF THEIR BRAND VIA
‘DEWMOCRACY...A NATIONAL ELECTION TO CREATE A NEW FLAVOUR
PROBLEM:Create a closer connection with Dew drinkers.
SOLUTION:‘Dewmocracy’ campaign, a national election to create the next Mountain Dew flavour.Oct 07 at dewmocracy.com teens could create all aspects of new drink, colour, name, flavour and the ads for it.Top 3 drinks were voted on and tried out.Mountain Dew ‘Voltage’ won with 42% of vote and hits in Jan 09.
RESULT:1.6m unique site visitors350,000 votes on dewmocracy.comMassive social buzz & excitement
ADIDAS BASKETBALL FOR ‘ALL STAR WEEKEND’ LET YOU FOLLOW DWIGHT
HOWARD AROUND FOR THE WEEKEND....HE UPLOADED PICS, VIDEO FOOTAGE AND
TWITTER’D
HOW TO LISTEN IN SOCIAL MEDIA
• Create profiles on the following websites
• Facebook, Flickr, MySpace, Bebo, Google
• Search for conversations relating to your brand
• Collate the results in one place and make sense of what consumers are saying
EA SPORTS RESPONDED TO A YOUTUBE USER COMMENT ABOUT A ‘GLITCH’ IN THE
PGA ‘WALK ON WATER’ VIDEO GAME
BURGER KING CREATED THE ‘WHOPPER SACRIFICE’ WHERE YOU GOT A FREE WHOPPER
IF YOU SACRIFICED 10 FACEBOOK FRIENDS
SO IT’S NOW ABOUT GETTING CLLECTIVES TO TALK TO EACH OTHER ABOUT YOUR
BRAND THROUGH MORE ORGANIC COMMS MODELS
Source: David Armano Blog
AND SHIFTING HOW YOUR BRAND BEHAVES IN MEDIA
TRADITIONAL MEDIA SOCIAL MEDIA
Brand in control Consumer in control
One way delivery
Repeating the message
Informing,Entertaining
Solely company created content
Co-creation where relevant
Influencing, Involving
Adapting the message
Two way, part of aconversation
The ‘Best Bits’Complete Honesty &
Transparency
I BELIEVE THERE ARE TWO WAYS YOUTH BRANDS CAN INTERACT IN
SOCIAL MEDIA
‘DO GOOD MARKETING’MOVEMENT
‘SUBVERSIVE’MOVEMENT
Big mainstream brandsEg: Coke, Nike
Underground niche brandsEg: Zoo York
Give back to community,Provide utility
Honesty, bigger causesSelf enhancement
Hoaxes, tricks, rebellion
Disrupt/agitate the community
VS
VS
VS
Feel good stuffSquirm worthy
stuffVS
Mainstream youth culture Youth subculturesVS
5 KEY QUESTIONS FOR YOUR NEXT YOUTH BRIEF
1. What SWELLS in culture can you contribute to?
2. What COMMUNITY should we engage with?
3. What CONVERSATION can we get people talking about?
4. What’s our POINT OF VIEW on this conversation?
5. What CRISIS plan will we have in place?
REFERENCES
• David Armano ‘Logic & Emotion’ blog
• Faris Yakob Blog
• Peeyosh Chandra (PC), Social media guru at DDB Radar Sydney
• Sally Hrouda, RAPP Sydney
• Mike Arauzo Blog