tsc12 - class of 2015
DESCRIPTION
TRANSCRIPT
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CLASS OF 2015
The Social Conference 2012 Miriam Melchers & Sebastian Bench
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Meet the Class of 2015
MEET THE CLASS OF 2015
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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?
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HOW WE GOT TO KNOW THEM
5,000 SURVEYS FOCUS GROUPS USER-GENERATED VIDEO
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THIS IS WHO THEY ARE
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THEIR VALUES HAVE BEEN SHAPED BY FAMILY AND FRIENDS
DEDICATION
DISCIPLINE
MODESTY
LOYALTY
PRIVACY
TRUST
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CULTURAL AND HISTORICAL EVENTS SHAPE THEIR OUTLOOK
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THEY USE TECHNOLOGY TO PROJECT POSITIVE INFLUENCE ON THE WORLD
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THEY DEFINE THEMSELVES WITH:
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Meet the Class of 2015
5 WAYS TO FRIEND THE
CLASS OF 2015
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HELP THEM THEIR PERSONAL BRAND, AND THEY WILL BE MORE LIKELY TO “LIKE” YOURS
1 express
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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.
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ENTERTAIN
INFORM UTILITY REWARD
RECOGNIZE
INTEGRATE VIA THEIR NEED STATES
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A COOL BRAND MEANS BEING POPULAR WHILE ADDING VALUE
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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
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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
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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
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THEY COMMUNICATE
24/7 AND EXPECT THE SAME FROM YOUR BRAND
4
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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
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THEY ARE AN UPGRADEABLE, DOWNLOADABLE CULTURE
report researching the next model for their current product, immediately after making a purchase.
65%
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GET TO KNOW THEM BEFORE YOU ASSUME WHAT THEY WANT
5
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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
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INVITE TO PARTICIPTATE
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HOW TO JOIN FORCES WITH
THEM?
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Meet the Class of 2015
CONSUMER POWERED NETWORK
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Blog
Digital tool kit
Top Ideas
Photo albums
Reporting
Polls
Payments/ RepRewards™
Leaderboard
Group Calendar
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COMING SOON…
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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
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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
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QUESTIONS?
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CLASS OF 2015
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THANK YOU!
@miriam_melchers @sbench