Download - Generationv
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Generation X, Y, and Z… Or V
by Livingston Communications©2008
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The Digerati: Statistics and Studies
• 1.2 billion people expected to be online by 2011, Gartner • 93% of teens are online regularly, Pew Internet (2007)• 80-90% of boys and girls have social network sites,
Kansas City Star (2008)• More ambitious, brand conscious and tend to move jobs
more often than previous generations, FreshMinds Talent & Management Today (2008)
• 20% of teens regularly have sleep problems due to night time text messaging exchanges, Jan Van den Bulck of the Catholic University of Leuven
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Game Changing Devices
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The Digerati: Me, Myself and I
• 500 photos on Flickr• 100 self made videos of… me!• A Facebook profile feature 150 tagged photos of me, w/
maybe you• A blog about me!• I talk, visualize, show people things like:
– My school life (later it will be work)– The causes I care about– My girl/boyfriend– And just about anything else!
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Voyeurism or Reality?
• Community peering means more to digital native
• Being online is simply their reality
• Personal brand management happens
• Reality Check: Brick and mortar version of everything online
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Generation V
• The new online content creating, IMing, voyeuristic generations (Y/Millenial, part X, and now Z) defies common concepts
• Gartner dubs this new always on generation – V for virtual• Two-way conversation has become the norm • Online access occurs via many media
– PC/Laptop– Mobile– Game Consoles– TV
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Three Aspects of Generation V
① They don’t necessarily get the underpinnings of technology, it’s just what they use
② Overwhelming desire to participate in online communities, more importantly, global communities• Occurs through user generated personae• New media content creation enabled interaction, avatars
③ Meritocratic environment: collaboration, "we" is more powerful and valuable than "me,” yet me seems to be pretty important to recognize
Source: Adam Sarner is a principal analyst at Gartner
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What Is This New Media Anyway?
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The Old Way
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The Old Way
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Social Results Using the Old Way
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Social Results Using the Old Way
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Examples
• Wal-Mart Astroturf• Home Depot • Chevy Tahoe CGM• Coke Mentos• JetBlue• Whole Foods’ Mackey• Sony's ThreeSpeech
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Heart of the Matter
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Chemistry: Inherently Organic, Social
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The Bad, The Ugly and The Good
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Two Way Changes Everything!
• Bye-Bye Control!• Ethics and Transparency• Attitude: Community versus Audience • Mandatory Participation: Engage!• Attitude: Build Value for the Community• Inspiring Content Wins
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Examples: Facebook
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Examples: Twitter
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Examples: Change.org
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Examples: Nokia Mosh
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Examples: QuickSilver and Dell
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Examples: Goodwill and ED
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Bored? Get Ready for Part II!
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It’s A Virtual Party!
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Image Credits from Flickr Creative Commons
• Game Changing Devices – by Edanhttp://www.flickr.com/photos/edans/1526393678/
• The Old Way - Spin: Beepola, http://www.flickr.com/photos/beepola/2232129317/
• The Old Way – Control: Maddie Digital http://www.flickr.com/photos/maddiedigital/449791642/
• Social Results – The Old Way : Troy http://www.flickr.com/photos/whatbettertime/30677693/
• Social Results – The Old Way: Malingering http://www.flickr.com/photos/malingering/85869598/
• Heart of the Matter – Central Park Sheep Meadow by New York808 - http://www.flickr.com/photos/newyork808/181896227/
• Two Way Conversation – Chemistry by GioJL http://www.flickr.com/photos/giovannijl-s_photohut/848407532/
• Bored by Wajakamek http://www.flickr.com/photos/rashdan/632754258/
• Creative Commons by Laughing Squid http://farm1.static.flickr.com/167/398474727_3131fcf847.jpg?v=0