Social Personas:How different is the real you from the social media you? Implications for social marketing
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when Generation Y want to look their best and present the best image in Facebook and other social networks, what are the implications for social marketers and brands wanting to engage? This is a tongue in cheek, thought starter presentation, presented at Social Media Club Sydney SMCSYD Social Personas event.
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Social Personas:How different is the real you from the social media you? Implications for social marketing
- 1. Social Personas: How different is the social media you from the real you? Implications for social marketers
- 2. Evidence of behaviour regarded as superficial Source: Ipsos
- 3. Social media amplifies cultural truths
- 4. Superficiality and narcissm are rewarded
- 5. Keeping up with the Jones’
- 6. The brands you like define you Loyal customer of that brand Because a friend did it I want to get info from that brand
- 7. facebook: 60% of the audience is > 25 yrs 25-34 yr. is the fastest growing segment
- 8. YouTube: skews Gen Y & male
- 10. make sure there’s a decent prize
- 11. look good to friends
- 12. leverage laziness 3 billion “likes” per day
- 14. Tiphereth Gloria www.digitaltip.com.au twitter.com/tiphereth
Notes de l'éditeur
- Youth Superficiality Study Authenticity and Superficiality amongst Generation Y by Ipsos MackayMethodology: Online survey, respondents recruited from I-view panel Target: Australian adults aged 22 to 28 years old (quota at 67%) and aged 35 to 40 years old (quota at 33%); mix gender, recruited nationallyNumber of interviews completed: n=627Survey length: 15 mins Fieldwork: completed between 1 to 12 July, 2010This slide refers to Usage and perceptions of social mediaFacebook usage, behaviour, and online personaFacebook online persona: real, aspirational, extension or alter ego? How different is the social media self from the ‘real self’?
- Paris Hilton is the poster girl for superficiality and becoming famous by doing very little
- Tweetingtoohard.com enables users to submit and vote for the most outrageous examples of narcissm on Twitter. Attention, whether negative or positive feeds the superficiality and narcissm
- Status Anxiety meansthe more we have the more we feel deprived & anxiousWe like to compare ourselves to those we identify withAnd the more people we compare ourselves to, the more we have status anxietyGen Y are the most connected generation – they compare themselves to the most people including celebrities
- This is from Facebook’s own research – they asked people the reasons they became a fan and “liked” a page.No surprise that the second most popular reson was “because a friend did it”Great for highly identifiable brands – but what about low interest/engagement brands?
- With 6 million visitors a month, YouTube is not far behind
- User Generated Content is not nirvana anymore – especially considering what happened in Austrlalia with Toyota’s Yaris-gate (very few people entered a UGC competition so the ad agency got a their production house to create an entry, with dubious incestual subtext, which then artificially won the competition)Couple of tips for marketers wanting crowd sourced content - don’t make the entry mechanism too hard- make it the sort of prize that money can’t buy
- Pepsi Australia are running the kind of competition which helps Gen Y look good to their friends. The challenge for the winner will be whether they talke $50K in cash for themselves or take 3 of their mates on a trip to the UK to participate in a money can’t buy $85,000 value trip including a driving lesson from the Stig
- With 500 million Facebook users globally, this translates to 6 Facebook “likes” per day by each user.
- This Samsung ad speaks directly to what the research found, playing into Gen Y insecurities to look good in their profile pics. It does so with creativity and humour.