Generation z, Digital and What it means to all of us

How Generation Z are changing the way we all work!
Simon Sear

• Born after ~1995
• First generation of Digital Natives
• 2 Billion Generation Z’ers worldwide
• Most are younger than Google
• Early Adopters of Digital – where they go we follow!
© BJSS 2014 Commercial In Confidence

• Jack and Finn Harries
• 21 Years old
• JacksGap – 3.7M+ subscribes
• Videos viewed 150M+
• 88% of subscribers are teenage girls
• Screenchart.com Awards 2014 – Best mini-series/short film “The Rickshaw Run”
https://www.youtube.com/watch?v=2p3wd0ii2oQ
• Earnings: Six figures per year from Ads + Sponsors (e.g. Skype)
= They are Mainstream!

Some Facts about Generation Z
1. Influenced by social and digital personalities rather than traditional media celebs.
2. 70% want to run their own business
3. 96% use text based communication (instant messaging)
4. 2% use email Vs 33% for over 25s
5. 88% of 18-24 year olds in the UK own a Smartphone Vs 14% of over 65s
6. Embedded in Social Media
7. 42% of 16-24 year olds engaged with a stranger online
8. Now starting to come into the workforce and higher education
9. Self-directed and self-service learning
10. They want flexible working – not 40 hours a week sat at a desk doing email and admin
11. They want to work for socially responsible organisation
12. They love visual stimulation, think emoji, Vines and photos.

Social Media
• Social Media is about the ‘2 Cs’ – Content and Conversation.
Not Clicks!
https://www.youtube.com/watch?v=HNaCf_Fnp6E
• The purpose is the Attract and Retain customers and to
engage employees.
Social Media has led to the Democratisation of Marketing.
(Trustpilot)
• Example - 60% of people have written an online review.

Social Media
If you read a negative online review about a company you were intending to
buy a product or service from, how would this affect your purchasing
decision?
1. I would carry out further research before making my purchasing decision. 78%
2. I wouldn’t ever purchase from the company. 11%
3. I would not purchase now, but may consider the company in the future. 6%
4. I would still purchase from the company regardless, I don’t listen to online
reviews. 5%

Social Media
Why do you write negative online reviews?
1. To protect others from a bad experience. 59%
2. To help the business improve. 31%
3. To share publicly my negative experience. 30%
4. I never share my negative reviews. 17%
5. To vent my frustration. 17%
6. So other people won’t shop there. 16%
7. To get a response from the business. 11%

Social Media
What will make you more likely to purchase from a company?
1. Reading a positive review about the company. 62%
2. I’m not influenced by online reviews. 23%
3. Reading a negative online review that was successfully resolved by that company. 15%

Social Media & Big Data
Candidate Profiling - https://eitalent.com/
“eiTalent identifies patterns that naturally occur in
written communication, providing insight into the
personality and culture fit of candidates.”
“The way people behave shows up in their written
language.”

Social Media & Big Data
Photo Analytics by
www.ditto.us.com
• Discover trends
• Monitor competition
• Measurement
sentiment by (FMS)
• Identify influencers
• Discover affinities
• Identify demographics
• Monitor social media
ROI

Big Data
Evolv – Machine learning.
http://www.evolv.net/

Big Data and Retail
Example: Shop Direct
• 100 people in their Data Science team.
• Data led, customer verified changes using Agile methods.
• Example: 64% of customers exit when they pay off their account – personalised offer.
Example: Target and Pregnant Women
• Data Analytics used to spot pregnant women in Trimester 1.
• Data Analytics use to target women with likely purchases.
It’s cross channel – 43% of online purchases start on a mobile and end on a PC or laptop.

Gamification
“Gamification is the use of game thinking and game mechanics in non-game contexts to engage
users.”
1. Fitness - https://www.youtube.com/watch?v=39W6CMpdGsM
“GOOGLE GLASS FOR FITNESS - Race Yourself - Virtual Reality Fitness Motivation.”
2. Personality Testing- https://knack.it/
“Our technology combines online and mobile games, massive amounts of data, and state-of-the-art
insights from behavioral science to understand what makes you shine.”
• Nearly half of new recruits turn out to be duds - Forbes
• Personality clashes with a company’s culture leads to 89% of leavers within 18 months.

Mobile – 88% of Generation Z
• Facebook - 26M daily users in the UK - 23M use
mobile app!
• 43% of eCommerce starts on a phone and moves
to a PC or laptop.
• 85% of people have used their own device for
work.
• Tablets and Smartphones have outstripped pace of
PC sales.
• 22% of online video consumption is on Mobile.
• Mobile is a big disrupter and the platform where
other disruptors meet.

The ‘penny’ hasn’t dropped!

Mobile and BYO
1. (Cisco, Financial Impact of BYOD, 2013)
Those organisations that have started to allow their employees to use their own devices
and to choose their own apps have seen two fundamental consequences:
• Bottom-up productivity gains
• Employee-led innovation
2. (Avanade, 2014) 600 C-level Execs in 19 countries
• 73% Increased sales
• 54% Increased profit
• 58% Increased agility
• 37% increased employee satisfaction

eMail is dead!
“There’s no point emailing students. They get in
touch by social media, especially Twitter and we’ve
had to employ people to reply in that way.”
Vice Chancellor, Sir Steve Smith, Exeter University
• Mobile/Smartphones mean we are always available:
constant and immediate feedback.
• Generation Z moving away from broadcasting to
instant communication with smaller groups and
individuals.
Vs
• Today 50% of work is made up of emailing. Harvard
Business Review

Independent Digital Workers
1. Digital is enabling a networked eco-system.
2. Digital enables low cost entry – no legacy systems.
3. 70% want to run their own business.
4. Generation Z are Digital Natives and have different skills
“Our goal is to transform the way technology is taught in schools;
to empower students from all backgrounds to seize the
opportunities of our digital age and create solutions to the
problems they care about, using technology.” Apps for Good
= Disruption!

Summary
What can Generation Z show us about the impact of Digital on Business?
1. Social Media has democratised marketing – it’s about the 2 Cs. You can’t control the
message, but must take part.
2. Big Data is more than a fad – it will impact everything from candidate profiling to
personalising retail.
3. eMail is going to die – make sure you have a strategy for instant communication.
4. Gamification isn’t just for fun – from fitness to personality testing Games will become
common in the work environment.
5. You can’t ignore Mobile – Mobile devices will continue to be hot and they are the platform
for many other Digital Disrupters.
6. Disruptive Generation Z Entrepreneurs – they want to run their own business and
technology enables that way easier than in the past.

Final thought
Digital Transformation is a journey, not a destination….
…..and it’s getting faster and faster.

Generation z, Digital and What it means to all of us

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Generation z, Digital and What it means to all of us