The Rise of Consumers as Creative dreamersMeabh Quoirin | Managing Director
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Motivation 1: Deal better Co-create = a basic exchange for a better life.
Concierge Living.
Curation.
14% have contributed ideas for the creation of a brand’s NPD, advertising or
marketing campaign
65% willing to receive
advertising in exchange for free
products or services
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Real-time relations
Add in unilever vip system. Vouchers in exchange for reviews. Best customers selected to co-create.
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Curate, collaborate, co-create
Source: European Social Survey/nVision | Base: 2,000 face-to-face respondents aged 15+, UK, 2011
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Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012
The People
Experts’ review online
FamilyIndividuals’
reviews onlineFriends
Contacts on social networks
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Consumers and experts work together
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Motivation 2: All about me
Source: nVision Research | Base: 1,000 face-to-face respondents aged 16+, GB
Standing up, standing out.
Life is a performance.
Storytelling.
I feel the need be more creative
2011 - 61%
I feel the need to be different from others
2011 - 39%
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Performative leisure
Source: nVision Research | Base: 1,966 online respondents aged 16+ who belong to loyalty card schemes, GB, 2011
Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012
Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2012
Gen Y Total
Like friends to notice my clothes 41% 24%
I update my profile at least 2/3 times
a week Total - 42%
16-24s – 54%
I have posted an update while at a
live eventTotal – 40% 16-24s – 54%
81% are interested in
doing this in the future
“I have set up restrictions to limit who can see my
profile page”
Total - 63%16-24s - 70%
1010
Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012
“Thinking about your friends, family and contacts on your social networks, please select all the types of information it is important for you that these people take note of. My taste in film/music”
“I like it when others acknowledge my posts/
photos/comments on social networking sites”
60% GB social networkers
The importance of recognition : share to live
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Distance matters
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Storytelling
“They want to have an impact on society and be someone that
could potentially speak at a TED talk.”
USA trendspotter
“For sale: baby shoes, never
worn”Ernest Hemingway
“For sale: baby shoes, never
worn”Ernest Hemingway
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Red chair moments
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Native Marketing. Look who’s talking.
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Motivation 3: Native pursuits
Source: DMA/Future Foundation/nVision Research | Base: 680 online respondents aged 18+ who use social networking, UK, 2012
Social weaving.
Collaborative marketing. Leisure activities
indicate who I am as a person”
45%
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Layers of leisurely capital
1 in 3of those who
strongly agree with “leisure activities
indicate who I am as a person” update their SN at least
once a day
1 in 3of those who
strongly agree with “leisure activities
indicate who I am as a person” update their SN at least
once a day
35%of those who
agree with “leisure activities indicate
who I am as a person” update their SN sites 2-3 times a
week
35%of those who
agree with “leisure activities indicate
who I am as a person” update their SN sites 2-3 times a
week
Several times a day
Every or nearly every day
2 or 3 times a week
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Collaborative 2013
Brand capital
Creative’s sake
Social capital
Social networking
Second nature
Native is not…
Native is
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2/3 of social interaction
now comes via mobile
Camelbak
Camelbak recruited 26k
fans via mobile Aug-Oct 2012
440 in 2011134K in 2012