2. setting
some of the
context
with a few edited highlights from
our 2009 Tech Tribe report into
attitudes and behaviour of 18-25
year olds
3. 18-25 important
not because
young adults are
representative
today… but
because they
are early
adopters and do
represent the
future…
4. some key themes from our
tech tribe 2009 report
online is not just another channel – it represents the world that young
people live in
just as we have started to get to grips with the ‘web’ so it
changes from being a place that people go to a place that is
all around us all of the time
contribution to social media still growing but
genuine content creation remains pretty stable
Influence of inner (my friends) and
rapid changes in attitudes outer circle (the internet) on
and behaviour due to purchase continues to grow
recession
5. …‘online’ starting to catch up with ‘offline’
across all types of content consumption
6. …reading newspaper & magazines is first to
tip from ‘offline’ to digital…. what’s next?
76% watched TV spending more time
reading newspapers &
online (up from 45% magazines digitally
in 2008) than on paper
spending an average of 58% downloaded films to
30 minutes a day watch online (up from
watching TV online 38% in 2008)
7. …and a new generation that will be always on
– they don’t go to the web, the web comes to
them
58%* have used up from 50% in 2008
(41% in 2006)
mobile to access the
internet
25% use mobile internet up from 5% in 2008
every day
*and handset functionality & cost are the main barriers at the moment
8. …so far mobile internet use mirrors some
aspects of ‘traditional’ online behaviour
67%* social networking
66% email
60% finding places
57% information
* of those who have used mobile internet at all
9. …but there are some interesting new
applications on the horizon
Skype / IM (50% used /
intend next 12 months)
Other Apps (45%)
Video-Messaging (40%)
Geo-Tagging (40%)
Twitter (30%)
Augmented Reality (20%)
* of those who have used mobile internet at all
10. …contribution to social media still growing but
the number of true content creators remains
relatively stable
11. …around 4 in 5 are actively engaged in some
kind of social media
12. …around 3 in 5 will actively read other
people’s blogs, forum posts and reviews
13. …around 3 in 10 will contribute to the internet
by commenting, adding to forums, posting
ratings or reviews
14. …around 2 in 10 will genuinely build the
internet through blogs, their own websites &
uploading their own videos
this has edged upwards
from around 15% in 2007
but it is still a case of a
minority (albeit substantial)
talking to the majority
15. …but when it comes to influence on purchase,
young people are heavily influenced by the
conversations going on in their inner circle
93% are influenced by
what friends tell them
16. …but the outer circle is becoming increasingly
influential too
85% are influenced by
what they read or hear
generally online (up
from 70% in 2008)
17. …twitter is not being used by everybody
(contrary to its media status only around 2 in
10 young people have used it)
these young people have
used twitter this year
18. …compared to the (continuing for now)
primacy of facebook
this person isn’t even on
facebook!
19. …but social media behaviour
doesn’t stand still
66% have made their social
network more private
55% have cut back on their
friends /become more picky
about who they accept as
friends
32% are using social
networks less
20. …behaviour change fast – how quickly can
brands respond?
80% say the recession
has changed the way they
think about the future
67% paying special attention to
promotions and special offers
56% staying in with friends more
rather than going out
52% taking food they have made at
home to work, school or college
21. attitudes change quickly, how quickly can we
respond?
70% agree that quality is
more important than quantity
in today’s climate
54% started to only buy
things I really need now
backlash against 15 minutes
of fame culture – only 12%
agree that fame is desirable
26. post-consumer era
“this is not a question of scale.
It is a different way of existing” J.Murdoch
27. omnivorous remix/review
“it is no longer about what your brand does to the consumer but
what consumers are doing to and with your brand” Mark Earls
31. always in beta
personalization and diversification also
mean that systems are getting flexible and
adaptive to incorporate the users input
32. around me:
pull NOT push
fragmentation also means the new and
only potential center is now “me”
33. rise of the real-time
collective mind
getting
information that’s
relevant to who I
am, where I am
and what I’m up to
sharing
information with
the right people,
at the right time, in
the right way
54. social media is NOT
another channel
is the platform where all media converge
and the glue between brands and
consumers
+insights
+idea generation
+testing & validation
+distribution
+wom & advocacy
55. brand don’t own the space
anymore, consumers own it
strategy should be built around them
not around the brand
67. old vs new model
consumers people
observation immersion
respondents partners
messages relationships
campaigns story
one size niche tailored
channels experiences
silos collaboration
monolithic adaptive
68. From this…
in
s ig
ht
ra
d io
agencies in t
pr
brand agency
brand tv
insight
exp
on
lin
e
channels
consumers
69. To this…
ra
di social media we
b
o
ide
as ts
igh
people ins
tv brand brand
agency print
id
eas
s
ht
g
si
in
p
ex
n
ie
facilitate channels
t mb
a
brands
71. but is it really
all about
bottom-up and
crowd engagement?
72.
73. some reactions...
“only works with a simple and well-defined brand”
“I don’t want 1000 ideas, I want one really good one”
“you won’t get a collaborative process”
“you need to have arguments”
“crowd-sourcing doesn’t lend itself to the big idea”
“no access to strategy or insight”
“all you get is a bunch of one-off ads”
76. what you get
+bottom-up richness
+global crowd
+diversified crowd
+wider range of talent
+cost-effective
+lots of ideas
+rich insight
+consumer-brand relationship
+peer-rating
+buzz
77. what’s missing
-it’s many-to-one
-not very targeted
-it’s bottom-up but still vertical
-access to insight and strategy (confidentiality)
-collaboration
-editing, building on, refining
-funneling process
-face-to-face
-strategic thinking
78. bottom up
is not enough
“the bottom-up mind
will take us much further,
but will never take us to the end goal”
(kevin kelly)
Crowd-sourcing needs to be
part of a bigger process
80. co-creation
Is the act of company stakeholders
collaborating directly with selected (usually
smaller) groups of consumers to work on a
specific brief.
Is about leveraging consumers’ creativity
without preempting the results of the process
Can take place on-line in communities or/and
offline in workshops
81. what you get
+few-to-few-to-one
+more targeted
+bottom-up and top-down
+collaboration, editing, building on
+refinement and funneling
+online & face-to-face
+access to insight and strategy (confidentiality)
+strategic thinking
+faster process
+immersive
+robust and tailored concepts
82. what’s missing
[compared to crowdsourcing]
-smaller crowd
-local
-less diversification
-fewer ideas
-more expensive than crowd-sourcing
83. the case for a hybrid model
bottom-up + top-down
crowds + individuals
group thinking + individual thinking
84. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen plan engage measure
download
workshop
85. bottom-up
consumer crowd-sourcing co-creation
immersion
listen plan engage measure
download
workshop
top down
86. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen plan engage measure
download
workshop No longer
a linear process
but a loop
