introducing thegen-narrators - good rebels

Think you know everything there is to know about Millennials in 2015? Think again!

A global research project exploring the media habits, attitudes and behaviours of influential Millennials in 2015

Global findings and data

INTRODUCING THE GEN-NARRATORS

IN 2015 MILLENNIALS MAKE UP THE MAJORITY IN THE WORKFORCE 2

“MILLENNIALS”

Lazy Narcissistic Entitled Apathetic Social media- obsessed

MILLENNIALS REACH THEIR HIGHEST EVER BUYING POWER WORLDWIDE IN 2015

Source: Millennials Drive Social Commerce: Turning Their Likes, Follows or Pins Into a Sale. Center for Marketing Research, University of Massachusetts Dartmouth

4

THIS PURCHASING POWER IS EXPECTED TO GROW EXPONENTIALLY

Source: Kit, Yarrow and O’Donnell, Jayne. Gen BuY: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail. 2009

5

By 2017 Millennials will have the

Of any generation

MOST SPENDING POWER

APPROACH

WE STARTED WITH A HYPOTHESIS 7

WE USED 3 DIFFERENT RESEARCH APPROACHES TO TEST THIS HYPOTHESIS 8

1. Quantitative survey data

•  Global sample total size

89,100 (Millennials, Gen X & Baby Boomers)

•  Global Millennials 37,189 •  Global influential

Millennials (Gen-narrators) 11,283

•  3 waves Q1, Q2, Q3 2014 •  Habits, attitudes and

behaviours •  GlobalWebIndex

2. Qualitative research panel

•  Global sample of Gen-

narrators recruited •  Realtime online research

community •  Activity-based •  128 participants •  Sample spans full

Millennial age ranges, location and gender split

•  January – April 2015 •  Good Rebels HARK

3. Social conversation analysis

•  Social media conversation

analysis •  Identify topic themes/

trends •  Expand on ideas and

examples provided from panel

•  Qualitative mention analysis

•  Global scope, cross-platform

•  Sysomos MAP

GLOBAL SCOPE 9

USA Quant (22,619)

Qual (29)

Brazil Quant (2,982)

Qual (11)

UK Quant (22,540)

Qual (32)

Europe Quant (18,896)

Qual (21) France, Spain, Germany,

Netherlands, Italy Poland, Sweden

India Quant (3,729)

Qual (23)

China Quant (5,947)

Qual (4)

Rich Asia Quant (13,386)

Qual (8) Singapore, Hong Kong, Japan, Taiwan, South Korea, Australia

DEFINITION OF GENERATIONS 10

MILLENNIALS 18-33

GENERATION X 34-49

BABY BOOMERS 50-68*

* GlobalWebIndex quant data for Boomers extends to age 65 only

WHAT DO WE KNOW ABOUT MILLENNIALS?

WE’VE HEARD LOTS OF MILLENNIAL STEREOTYPES

MILLENNIALS ARE LAZY

MILLENNIALS ARE NARCISSISTIC

MILLENNIALS ARE ENTITLED

MILLENNIALS ARE APATHETIC

MILLENNIALS ARE OBSESSED WITH SOCIAL MEDIA

SOUNDS DEPRESSING. BUT WHAT DOES THE DATA SAY?

MILLENNIALS MAKE UP OVER A QUARTER OF THE TOTAL WORLDWIDE POPULATION

Gen Z 32%

Millennials 26%

Gen X 21%

Baby Boomers 16%

Silent Generation 5%

Estimated global* population breakdown

Source: Census data online, 2011-2015 (estimated) population. Individual sources can be found in each Gen-narrator market report produced by Good Rebels

19

*In this report ‘global’ refers to the countries analysed in the scope of this

research: UK, US, France, Germany, Italy, Poland, Spain, Netherlands, Sweden, China, India, Brazil, Japan, S. Korea,

Taiwan, Hong Kong, Singapore, Australia.

THIS PROPORTION VARIES BY MARKET, BRIC COUNTRIES HAVE LARGEST SHARE

30%

29%

23%

22%

22%

20%

20%

Brazil

India

China

US

UK

Europe

Rich Asia

0% 5% 10% 15% 20% 25% 30% 35%

Millennial percentage of population by market

Source: Census data online, 2011-2015 (estimated) population. Individual sources can be found in each Gen-narrator market report produced by Good Rebels

20

WE RAN SOME INITIAL RESEARCH INTO THE MEDIA HABITS OF MILLENNIALS 21

WE FOUND INTERESTING PATTERNS WHEN WE SEGMENTED BY PSYCHOGRAPHIC (NOT DEMOGRAPHIC) 22

A SPECIFIC BRAND OF INFLUENTIAL MILLENNIALS STOOD OUT & FOUND US

Our sub-segment of Millennials are defined by: •  Their topics of interest (technology,

politics, business, finance, environment) •  Their ability to influence (they must

regularly be asked for their opinion on above topics) •  Their ability to share (they must be

vocal online about above topics)

23

WE CALL THESE INFLUENTIAL MILLENNIALS THE GEN-NARRATORS 24

They tell a very

About their generation

DIFFERENT STORY

THE PERCENTAGE OF GEN-NARRATORS AMONGST MILLENNIALS VARIES

0% 10% 20% 30% 40% 50% 60% 70%

India China Brazil Italy

Taiwan USA

Germany Singapore

Spain Hong Kong

UK South Korea

France Sweden Australia

Poland Netherlands

Japan

Percentage of Gen-narrators amongst the Millennial population – by country analysed

Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014

25

THIS RESEARCH UNCOVERED 3 IMPORTANT FINDINGS

• It’s not effective to generalise this whole generation • Gen-narrators tell a very different story about their generation

1. You can’t put all Millennials into one box

• Influence is no longer owned by a select few - more Millennials are influential than we may initially think, and this influence is growing

• Gen-narrators are intelligent, influential storytellers

2. Millennials have changed the traditional notion of influence

• Yes, social media usage is increasing (across all generations) • But Gen-narrators have created much more complex media ecosystems than

simply replacing traditional for social

3. Social media has not replaced traditional media

26










27

INTRODUCING THE GEN-NARRATORS

GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES

Source: GlobalWebIndex, global data, audience profiling, Q1, Q2, Q3 2014

29

1%

29%

70%

AMPLIFIERS

GEN-NARRATORS FOLLOWERS

THERE ARE DIFFERENT INFLUENCE LEVELS AMONGST MILLENNIALS 30

•  Huge audience •  High popularity •  Viral potential •  Mainstream •  Pay in cash •  e.g. YouTube stars

•  Focused audience

•  Specialists •  Interest networks •  Pay in knowledge •  e.g. tech blogger

•  Well connected •  Consumers •  Share opinions

with close network

•  e.g. everyone else

AMPLIFIERS GEN-NARRATORS FOLLOWERS

GEN-NARRATORS ARE NOT LAZY 31

GEN-NARRATORS ARE NOT NARCISSISTIC

Source: HARK real-time online research community, Good Rebels, China, March 2015

32

GEN-NARRATORS ARE NOT ENTITLED 33

GEN-NARRATORS ARE NOT APATHETIC 34

GEN-NARRATORS ARE NOT ONLY OBSESSED WITH SOCIAL MEDIA 35

“MILLENNIALS”

Lazy Narcissistic Entitled Apathetic Social media- obsessed

Active Interested Entrepreneurial Activists Intelligent media connoisseurs

GEN-NARRATORS

WE FOUND NEW AND EVEN MORE PRONOUNCED TRENDS 37

NOT ONLY DO GEN-NARRATORS CONSUME MORE NEWS MEDIA ONLINE

Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014

38

80% 72% 65% 53% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Gen-narrators Millennials Generation X Baby Boomers

Perc

en

tag

e u

se o

f on

line

ne

ws

20% OF GEN-NARRATORS SPEND OVER AN HOUR A DAY READING ONLINE NEWS MEDIA

Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014

39

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Baby Boomers

Generation X

Millennials

Gen-narrators

More than 6 hours 3-6 hours 1-3 hours Less than 1 hour Do not use

THEY EVEN CONSUME MORE PHYSICAL (PRINT) MEDIA

Source: GlobalWebIndex, Global data, time spent reading physical press, Q1, Q2, Q3 2014

40

85% 78% 76% 70% 50%

55%

60%

65%

70%

75%

80%

85%

90%


Perc

en

tag

e u

se o

f ph

ysic

al p

ress

WE FOUND A DIRECT CORRELATION BETWEEN ONLINE MEDIA CONSUMPTION AND BRAND ENGAGEMENT

40

50

60

70

80

90

100

40 50 60 70 80 90 100

Perc

en

tag

e w

ho

reg

ula

rly e

ng

ag

e w

ith

bra

nd

s o

nlin

e

Percentage who regularly consume online print/press

Source: GlobalWebIndex, Global data, time spent reading online print/press & brand activation, Q1– Q3 2014

41

Gen-narrators

Millennials

Gen X

Boomers

GEN-NARRATORS ARE MUCH MORE LIKELY TO LEAVE PRODUCT REVIEWS

Source: GlobalWebIndex, Global data, Brand activation, Interactions in past month, Left feedback/review on brand website, Q1, Q2, Q3 2014

42

20% 12% 11% 9% 0%

5%

10%

15%

20%

25%


Perc

en

tag

e le

avi

ng

fee

db

ac

k/re

vie

w o

n b

ran

d w

eb

site

in la

st

mo

nth

GEN-NARRATORS REGULARLY TALK TO THEIR FRIENDS ABOUT NEW BRANDS AND PRODUCTS

Source: GlobalWebIndex, Global data, self perceptions – agree that ‘I regularly inform friends and family on new products/services’, Q1, Q2, Q3 2014

43

74% 63% 59% 42% 0%

10%

20%

30%

40%

50%

60%

70%

80%


Perc

en

tag

e a

gre

e t

ha

t

“I re

gu

larly

info

rm fr

ien

ds

an

d

fam

ily o

n n

ew

pro

du

cts

/ se

rvic

es”

WE CROSS-REFERENCED TO CHECK INFLUENTIAL SEGMENTS OF OTHER GENERATIONS 44

WE CROSS-REFERENCED TO CHECK INFLUENTIAL SEGMENTS OF OTHER GENERATIONS

Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014

45

29% 21%

12%

MILLENNIALS GEN X BOOMERS

% of generation audience classified as ‘influential’ according to same criteria used for ‘Gen-narrators’ quant analysis

CONSUME NEWS MEDIA ONLINE

Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014

46

80% 78% 71% 72% 65% 53% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Millennials Generation X Baby Boomers

Perc

en

tag

e u

se o

f on

line

ne

ws

INFLUENTIAL

ALL

INTERACT WITH BRANDS ONLINE

Source: GlobalWebIndex, global data, brand activation – taken any brand action within last month, Q1, Q2, Q3 2014

47

97% 95% 91% 87% 79% 64% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Perc

en

tag

e in

tera

cte

d w

ith b

ran

d

in p

ast

mo

nth

INFLUENTIAL

ALL

VALUE THE INTERNET FOR SHARING CONTENT

Source: GlobalWebIndex, global data, internet usage motivations, very important to share content, Q1, Q2, Q3 2014

48

36% 35% 29% 30% 25% 17% 0%

5%

10%

15%

20%

25%

30%

35%

40%


Perc

en

tag

e a

gre

e t

he

inte

rne

t is

very

imp

ort

an

t fo

r sh

arin

g c

on

ten

t INFLUENTIAL

ALL

WE IDENTIFIED 4 STANDOUT TRAITS OF GEN-NARRATORS 49

1. GEN-NARRATORS ARE FACT FINDERS

GENERATORS ARE FACT FINDERS

Mason talks about fact checking before he creates or shares content with his followers

Source: HARK real-time online research community, Good Rebels, Global, April 2015

GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES

Source: HARK real-time online research community, Good Rebels, Global, April 2015, Activity 1: Which of these online publications do you trust the most?

78% of ‘most trusted’ online sources were traditional

52

WHO DO YOU TRUST TO GIVE YOU THE FACTS?


53

“On any story that I read, before I share I tend to

fact check…..For the most part I sort of trust your

bigger ones like New York Times”

Mason

“Trusted blogs and blog references, open all the links

to check it is correct, traditional news websites but

check it twice in another source.”

Carol

CASE STUDY: UK GEN-NARRATORS VALIDATE CHARLIE HEBDO ATTACK NEWS

Source: HARK real-time online research community, Good Rebels, UK, Forum discussion, January 2015

54

“I saw a few videos pop up on

Facebook, however I did

turn to the TV for more info”

GLOBAL PERSPECTIVE: DISTRUST OVER MEDIA WITH POLITICAL AGENDAS


55

Edwin

“I find it very hypocritical of media sources like BBC and Daily

Mail, that they only highlight negative aspects of Indian

society while actively brushing off incidents in Western world.” Pallavi

“[Millennial] Singaporeans are mostly well-informed and we don’t really follow mainstream media sources. We do,

however, have an idea of what’s true or flawed, thanks to the wonder of the internet. Most of us have developed

critical thinking skills to evaluate and have an unbiased judgement in our heads.”

2. GEN-NARRATORS ARE CULTURAL DJS

GEN-NARRATORS ARE CULTURAL DJS

Elliot talks about curating and personalising third party content for his audience


GEN-NARRATORS REALLY VALUE THE INTERNET FOR SHARING CONTENT

Source: GlobalWebIndex, global data, internet usage motivations, very important to share content, Q1, Q2, Q3 2014

58

37% 30% 25% 17% 0%

5%

10%

15%

20%

25%

30%

35%

40%


Perc

en

tag

e w

ho

sa

y th

e in

tern

et

is ‘v

ery

imp

ort

an

t’ fo

r sh

arin

g

co

nte

nt

THIS TRAIT IS STRONG IN ALL COUNTRIES, BUT SOME STAND OUT

0% 10% 20% 30% 40% 50% 60%

Brazil India

Taiwan South Korea

USA Hong Kong

UK Spain

Italy Singapore Germany Australia

China Poland

Sweden Japan

Netherlands France

Gen-narrators who believe the internet is ‘very important’ for sharing content – by country analysed

Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014

59

GEN-NARRATORS ARE CURATORS OF CONTENT, IDEAS AND OPINION

Source: HARK real-time online research community, Good Rebels, UK, Activity 5: Draw your role as a storyteller, January 2015

60

Anna

GEN-NARRATORS WILL USE SOCIAL MEDIA TO COLLABORATE DURING THE CONTENT CREATION PROCESS

Source: HARK real-time online research community, UK, Activity 5: Draw your role as a storyteller, February 2015

61

Lizzie

‘Video storytelling’ by Lizzie

CASE STUDY: #ROADTORUIN 62

AGGREGATORS AND CONTENT CURATION APPS ARE USED TO DISCOVER CONTENT 63

Patrick

Joash

Buzzfeed

Flipboard

Jochem Feedly

Kyle StackSocial


GEN-NARRATORS USE SOCIAL MEDIA AS CONTENT DISCOVERY PLATFORMS, AND TAILOR THEM TO THEIR NEEDS 64

Source: HARK real-time online research community, Good Rebels, UK, “Draw your role as a storyteller” December 2014

Toby

‘Taby as a storyteller’

3. GEN-NARRATORS ARE DELIBERATE DEBATERS

GEN-NARRATORS ARE DELIBERATE DEBATERS


Anaelle will only offer an opinion if she feels she has the knowledge and experience

GEN-NARRATORS HIGHLY VALUE THE INTERNET FOR CHANGING OTHER PEOPLE’S OPINIONS


67

68% 62% 55% 38% 0%

10%

20%

30%

40%

50%

60%

70%

80%


Perc

en

tag

e w

ho

be

lieve

th

e

inte

rne

t is

imp

ort

an

t fo

r ch

an

gin

g

oth

er p

eo

ple

’s o

pin

ion

s

THIS TRAIT IS STRONG IN ALL COUNTRIES, BUT SOME STAND OUT

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

India Taiwan

Hong Kong Singapore

France Sweden

Brazil South Korea

Poland Australia

UK USA

China Spain

Netherlands Japan

Italy Germany

Gen-narrators who believe the internet is important for changing other people’s opinions – by country analysed


68

GEN-NARRATORS THINK BEFORE THEY SHARE OR COMMENT 69

“By voicing an opinion you start to fight for something, at least in external

perception. You brand yourself rather easily, maybe with something you

weren’t really passionate about in the first place.”


Richard

“I will only comment on news stories or start discussions if the topic is compelling

enough. I generally do not discuss politics or scams. I do however like to

share my opinion to what should matter to the people, form opinion and make a

change.”

Raghav

GEN-NARRATORS LOVE TO SHARE THEIR OPINION IN DEBATES OFFLINE AS WELL AS ONLINE

Source: HARK real-time online research community, Good Rebels, India, March 2015

70

Jyotika

“I prefer a face-to-face debate. The problem with online is that many people don't quite decipher the

sentiment behind the written word.”

“Any of those topics that I feel strongly about I like to comment

and sometimes even provoke discussions amongst friends in an attempt to change their mind or

make them see a new perspective.”

Katie

4. GEN-NARRATORS ARE INTELLIGENT INFLUENCERS

GEN-NARRATORS ARE INTELLIGENT INFLUENCERS


Jochem is aware of his influence and talks about impacting other’s opinions within his area of expertise

HOW DO THEY INFLUENCE?


73

“Whenever I try to impact people’s opinions I make sure

it’s more about raising their awareness on a subject that I

am interested in.”

Anaelle

“(with my) YouTube channel I’m in a position where I could mislead for

potential self gain but I don't, I like to educate and share knowledge not

abuse my identity.”

Aaron

GLOBAL PERSPECTIVE: THEY VIEW THEMSELVES AS INFLUENTIAL WHEN AN AUTHORITY OR EXPERT IN A TOPIC

Source: HARK real-time online research community, India, Good Rebels, Global, April 2015

74

“I received several comments from different oil and gas professionals and also

found some new followers. I got a lot of appreciation from some of the readers so I think my views influenced the opinion of a

few!”

Guarav shares a blog on the history of oil

GEN-NARRATORS ARE ALSO INTELLIGENT BRAND ADVOCATES


Jaryl talks about being brand conscious, but also very aware of what the brand stands for

GEN-NARRATORS LOVE TO POST THEIR OPINIONS ABOUT PRODUCTS

Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014

76

93% 77% 65% 46% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Re

gu

larly

po

st o

pin

ion

s a

bo

ut

pro

du

cts

or s

erv

ice

s o

nlin

e

THIS TRAIT IS VERY STRONG IN ALL COUNTRIES, WITH INDIA TOP AGAIN

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

India South Korea

Taiwan China

Singapore Poland

Brazil Hong Kong

Italy Spain

UK USA

Japan France

Australia Sweden

Netherlands Germany

Gen-narrators who regularly post opinions about products or services online – by country analysed

Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014

77

BRAND ADVOCACY HAS TO BE AUTHENTIC AND FIT WITH THEIR PERSONAL BRAND


78

“For me, it’s more about content. If you talk about a

brand that’s doing something really interesting in a campaign

and the content is interesting then I would share that.”

Joash

“I believe that it’s important to support the brands that you trust

and you feel comfortable promoting.”

Ally

GLOBAL PERSPECTIVE: GEN-NARRATORS USE THEIR INFLUENCE TO BOOST THEIR PERSONAL BRAND


79

Russell

“I share my opinions and interests pretty readily, but do so knowing that I am influencing and sharing

my personal (online) 'brand’.”

Tamara

“Sharing good content helps you to be better positioned (personal

branding) in your sector (as a reference).”

Tamara

GEN-NARRATORS HAVE MORE POTENTIAL TO BECOME INFLUENTIAL BRAND ADVOCATES (SIMPLY FOR THE LOVE)

Source: GlobalWebIndex, US data, Marketing implications, Brand activation, ‘What would most motivate you to promote your favourite brand online?’, Q1, Q2, Q3 2014

80

39% 32% 28% 24% 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Mo

tiva

tion

s fo

r pro

mo

ting

bra

nd

s o

nlin

e –

‘lo

ve fo

r th

e b

ran

d’

GLOBAL PERSPECTIVES

81

DIFFERENCES IN TRUST IN MEDIA 82

USA Cite UK media as trusted source of information. Less certain of trad/new distinction. India

Cite UK media as trusted source of information. Less certain of trad/new distinction.

China Distrust local

media ‘propaganda’

Europe Cite UK media as trusted source of information. Less certain of trad/new distinction.

DIFFERENCES IN VOICING OPINIONS AND PERCEPTION OF INFLUENCE 83

USA More openly opinionated.

More confident in their role as

influencer. India More cautious about sharing

opinions, unless a local issue.

China Hesitant to speak

out in open online spaces.

Rich Asia More cautious about sharing

opinions, unless a local issue.

MORE POLITICAL FOCUS (FOR LOCAL ISSUES) IN INDIA AND ASIA 84

India Curate local

political issues and niche

communities Rich Asia

Curate local political issues

and niche communities

DIFFERENT FOCUS OF PERSONAL BRAND 85

USA Very aware of

personal brand

Brazil Very aware of

personal brand

UK Very aware of

personal brand

Europe Very aware of

personal brand

India Very aware of

personal brand

China Cautious

Rich Asia Cautious

MILLENNIALS HAVE CHANGED THE TRADITIONAL NOTION OF

INFLUENCE










87

THE ROLE AND NATURE OF INFLUENCE IS CHANGING 88

AMPLIFIER GEN-NARRATOR

GEN-NARRATOR

GEN-NARRATOR

GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES


89

1%

29%

70%

AMPLIFIERS

GEN-NARRATORS MILLENNIAL FOLLOWERS

70%

AMPLIFIERS ARE THE CELEBRITY INFLUENCERS. THEY SHOUT LOUDER.


90

1%

29%

AMPLIFIERS


1%

29%

70%

AMPLIFIERS


GENERATORS ARE THE AUTHORITIES. THEY CUT DEEPER.


91

AMPLIFIERS

Reach Popularity

Virality Short-term

Blast

Depth Credibility Authenticity Long-term Knowledge

GEN-NARRATORS

WHY SHOULD BRANDS CARE ABOUT DEPTH OVER REACH?

1. Gen-narrators have stronger

and more meaningful ties

to their networks than

Amplifiers

2. Gen-narrators are more

successful than Amplifiers at

sharing brand information

3. Gen-narrators are more

trusted sources of information

online

93

1. GEN-NARRATORS HAVE STRONGER AND MORE MEANINGFUL TIES 94

AMPLIFIER GEN-NARRATOR

✓  Reach more people ✗  Weak ties ✗  Less ability to influence action

✗  Reach fewer people ✓  Strong ties ✓  Connect to communities ✓  Can influence action

2. GEN-NARRATORS ARE BETTER AT SHARING BRAND INFORMATION

# Source of information Percentage

1 Consumer review on retail website 35.1%

2 Consumer comment/opinion on forum/message board 31.0%

3 Expert blogger review 19.8%

4 Recommendations from digital friend 19.4%

5 Endorsement from celebrity or well-known individual 19.3%

Source: GlobalWebIndex, global data, Brand Discovery, ‘In which of the following ways are you most likely to find out about new brands, products or services?’, Q1, Q2, Q3 2014

95

In which of the following ways are you most likely to find out about new brands, products or services?

Gen-narrator Amplifier

3. GEN-NARRATORS ARE MORE TRUSTED SOURCES OF INFORMATION ONLINE

Source: Edelman Trust Barometer, Q387-396, Global study, 2015

96

0% 10% 20% 30% 40% 50% 60% 70% 80%

My friends and family

An academic expert

Companies I use

A journalist

Employees of a company

A company CEO

A well-known online personality

Elected officials

Celebrities

Brands I don't use

Trust in information created by each author on social networking sites, content sharing sites and online-only information sources

Gen-narrator Amplifier Neutral

SOCIAL MEDIA HAS NOT REPLACED TRADITIONAL MEDIA










98

WE KNOW THAT SOCIAL MEDIA USAGE IS INCREASING GLOBALLY

Source: eMarketer; American Marketing Association. *Forecast Internet users who use a social network site via any device at least once per month.

99

0.97 1.22 1.4 1.59 1.79 1.96 2.13 2.29 2.44 0.

0.5

1.

1.5

2.

2.5

3.

2010 2011 2012 2013 2014* 2015* 2016* 2017* 2018*

Nu

mb

er o

f so

cia

l ne

two

rk u

sers

w

orld

wid

e (

in b

illio

ns)

BUT TRADITIONAL MEDIA STILL PLAYS A VERY IMPORTANT ROLE

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Social networking Reading online news

Reading print news Watching TV

Perc

en

tag

e o

f ea

ch

au

die

nc

e

co

nsu

min

g m

ed

ia

Source: GlobalWebIndex, Global data, time spent: in social networking, reading online press, reading physical press, watching TV Q1, Q2, Q3 2014

100

ROLE OF SOCIAL MEDIA

Discovery

Communication Connecting

Facts Truth Depth

ROLE OF TRADITIONAL MEDIA

GEN-NARRATORS BUILD SOPHISTICATED ECOSYSTEMS TO ACTIVELY CONSUME CONTENT FROM MULTIPLE SOURCES

Source: HARK real-time online research community, Good Rebels, “Draw your role as a storyteller” Global, April 2015

102

SOCIAL MEDIA IS THE FIRST PLACE GEN-NARRATORS HEAR ABOUT THE NEWS

0 5 10 15 20 25 30 35 40

Social media

News blog/aggregator

News website

TV

Word of mouth

RSS feed

News app

News print

Radio

Other app

Where is the first place you hear about the news?

Source: HARK real-time online research community, Good Rebels, global, March 2015

103

BUT THEY TURN TO TRUSTED TRADITIONAL MEDIA TO VALIDATE THE FACTS

Source: Good Rebels, Crowd research panel, UK, January 2015

104

“I consider traditional media like BBC and

Guardian good sources because of the established

roots and strong brand”

“I think more professional outlets have greater reputations for fact

checking”

TRADITIONAL AND SOCIAL WORK TOGETHER, FEEDING OFF EACH OTHER

TRADITIONAL MEDIA

SOCIAL AUDIENCE SOCIAL FEED

105

Discover new content

Breaking news

Check the facts Depth and analysis

Post and share

Gain feedback

WHAT CAN MARKETERS DO ABOUT IT?

STOP FOCUSING ON THE AMPLIFIERS IF YOU WANT TO INFLUENCE DECISIONS 107

HARNESS GEN-NARRATOR’S POWERFUL INFLUENCE BY HELPING THEM TO BUILD THEIR AUTHORITY 108

Meet their

Build their authority

THIRST FOR KNOWLEDGE

ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT 109

Provide a

For them to debate

SAFE AND FOCUSED SPACE

ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS 110

Give them a

That boosts their brand

REASON TO RECOMMEND

GEN-NARRATORS ARE KEEN AND EAGER TO GET INVOLVED 111

Above all they want to

To intelligent conversations

ADD VALUE AND CONTRIBUTE

THEY CAN BECOME AUTHENTIC AND TRUSTED CONTENT DISTRIBUTERS 112

Because they are

Your messages will spread

TRUSTED CURATORS

GEN-NARRATORS HAVE A LOT OF POWER TO HARNESS 113

They are

For the right reasons

ACTIVE AND ENERGETIC

THE FINAL WORD FROM ONE OF OUR GEN-NARRATORS…


114

Nana takes on her role online with a lot of responsibility

APPENDIX

BRAZIL: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?

Source: HARK real-time online research community, Good Rebels, Brazil, April 2015, Activity 1: Which of these online publications do you trust the most?


116

INDIA: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?

Source: HARK real-time online research community, Good Rebels, India, March 2015, Activity 1: Which of these online publications do you trust the most?


117

USA: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?

Source: HARK real-time online research community, Good Rebels, US, February 2015, Activity 1: Which of these online publications do you trust the most?


118

CHINA: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?

Source: HARK real-time online research community, Good Rebels, China, March 2015

119

CONSIDERED ‘WELL ESTABLISHED’ TRUSTED THE MOST

EUROPE: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST?

Source: HARK real-time online research community, Good Rebels, France, Spain, Netherlands, Germany, March 2015

120

NETHERLANDS SPAIN FRANCE GERMANY

TRUST

USE

RICH ASIA: GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES

Source: HARK real-time online research community, Good Rebels, Rich Asia, February 2015, Activity 1: Which of these online publications do you trust the most?

121

CONSIDERED ‘WELL ESTABLISHED’ TRUSTED THE MOST