Social networks and video sharing … kids have embraced imaging in ways never expected. How can you capture their attention with online promotions? We’ll talk about viral marketing and how you can increase your brand awareness to the high school market.
2. “US teenagers and young adults spend almost
17 hours a week on the Internet, six times the
national average, yet advertisers continue to
allocate a disproportionate share of teen-
related ad spending to traditional media.”
McKinsey Quarterly, “Marketing to Teens Online”
3. A Very Different Generation
• Teens spend 60% less time
watching TV and 600% more time
on the Internet than their parents
• They watch an average of 40
YouTube videos a month
• They text over 50 messages a
week
• 85% have Facebook profiles
4. Upbeat But Nervous
• Nearly half of Millennials say their stress level is “very
high” or “high.” They feel the world is getting more
complicated.
• But they’re optimistic; 71 percent believe they can
personally achieve the American Dream
• Half define the American Dream as “Simply being
happy, no matter what I do.”
• 30% expect to own a business one day.
• They name their computer as the #1 product they
cannot live without.
5. Connected
• 97% of college students own a computer
• 94% own a cell phone
• 60% own a portable music device
• They use three to five technology items at the
same time
• In 1965, 80% of people 18 to 49 could be
reached with three 60-second TV spots
• In 2002, 117 prime-time ads were needed to
achieve the same result
Source: Jim Stengel, Global Marketing Officer, P&G
6. Motivated by Self and Others
Source: Yahoo Truly Madly Deeply Engaged Study
Via Dave Knox, P&G
7. 10 Truths About Millennials
• 1. Continually connected
• 2. Speak their own language
• 3. Skeptical of authority
• 4. Influenced by peers
• 5. Seek recognition and fame
• 6. Enjoy absurdity and odd humor
• 7. Embrace a variety of subcultures
• 8. Skim text and information quickly
• 9. Easily bored
• 10. Expressive and digitally creative
Source: Forrester Research
8. A Language of Their Own
Phail
Extraordinary lack of ability: “Did you hear about the guy in Japan who
got demoted for looking at porn at work? That's pure phail, dude.”
Brosef/Broseph
Generic nickname for friends: “Whazzup, brosef?”
Schnasty
So nasty you don’t know how else to describe it: “Damn! That garbage
disposal smells schnasty.”
10. Friends Go Digital
“Approximately how many people
do you stay in contact with in your
personal life through the follow
means?”,
Source: Universal McCann Erickson
12. Many Ways to Influence
PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker
Phone call
Talk face to face
Phone call
SMS
Email
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
Source: Universal McCann Erickson
13. Shopping Socially
User ratings or reviews are
the most desired website
functionality by US Internet
users, with 64 percent
requesting the function.
Forrester Research
14. Categories Reviewed
0 10 20 30 40 50 60 70
Non-alcoholic beverages
Groceries (non food)
Groceries (food)
Personal Healthcare (e.g medicines)
Fashion (clothing/ shoes)
Cars/Automobiles
Books
Music
Mobile phone service
Modes of Travel
Consumer Electronics
Vacations
% Ever reviewed online
What categories of products and services have you reviewed online?
Source: Universal McCann Erickson
15. Many Watch, Few Contribute
Benchmark average
Spectators
Only read, never post.
Joiners/Collectors
10 or less posts/month.
Creators/Critics
10 to 100 posts/month.
Superusers
More than 100
posts/month.
19. Personalize
Cherry Coke Visualizer Friday the 13th
ecard
Jones custom soda labels
Threadless t-shirt designs
Gatorade arcade Dove Reality Diaries
20. BeingGirl.com:
P&G created a trusted destination for teen girls filled
with great content, tools and partnerships.
Reaches over 2million girls per month; visitors spend 16
minutes per visit, three times longer than on MTV.com.
Localized in 27 countries
Via Dave Knox, P&G
Focus
21. Nike iD Studio:
Nike iD allows visitors to customize their own shoes.
Nike iD enables consumers to design their own shoe
online or visit a Nike iD Studio to work with a design
consultant to make the perfect pair of shoes.
Customize
23. Connecting with Gen Y
• Don’t pretend
• Make it digital
• Let them play
• Use downloads
• Customize content
• Let them connect
• Make everything shareable
Our friend networks are evolving to become increasingly digitised.
WHY IS THIS IMPORTANT?
Globally we now maintain as many contacts digitally as we do face to face.
Digital channels of communication mean that we maintain much larger friend networks, not only by meeting new people but by retaining contacts with people that in a world before the web and mobile we would have lost touch with.
Social networks and blogs are talking this on further connecting us with people we have never even met before.
This means we can share influence and opinion with a wider circle of people than ever before.
Digital connections make it easier to influence than face to face, both in actually doing it and the frequency that we can: text, links to content, frequency of contact, no need to physically meet etc
Great slide capture of some of the key players so far
This revolution is emphasised in the number of channels consumers now have to share and publish opinions. Social Media has provided consumers with the opportunity to contribute and publish opinions like never before.
This has moved billions of thoughts online
Consumer demand is certainly there. In a late 2007 report, Forrester Research said that user ratings or reviews are the most desired website functionality by US Internet users, with 64 percent requesting the function. Special offers and coupons were second at 61 percent, followed by product or price comparison. Interestingly, games and user-generated content were lowest on consumers’ wish list, which indicates that marketers’ fascination with these engagement tactics has relatively little customer value.
Avenue A | Razorfish identified user reviews as the resource that was most frequently used by US online shoppers. And a 2008 survey by the e-tailing group said that 65% of US online buyers read customer reviews before making a purchase decision.
EVERY category is influenced by consumers content and opinions online
Entertainment is top. Then technology. Then travel. All categories we experience all the time, are subjective, personal to us and do not need expert knowledge
HOWEVER – even expert, low interest categories such as property, utilities and financial services have seen a massive quantity of reviews moving online.
What it shows is that all companies and brands regardless of product category are impacted by the Influence economy and all need to be transparent, open and actively present on the web and in social environments.