A deep dive into how social media has given rise to Generation C - the connected collective. Gen C move in 'swarms' and there are some key tenets of successfully engaging with this hyper connected collective.

1. ENGAGING GENERATION C ‘The Connected Collective’ By Dan Pankraz

2. Dan Pankraz Youth Planning Specialist Based in Sydney, Australia Follow me on twitter.com/danpankraz Email me on danpankraz@gmail.com

4. THE CHANGING MEDIA LANDSCAPE

7. MORE SIMPLY PUT…. Social Media is about people having conversations and sharing online

8. GLOBALLY, PEOPLE ARE INTERACTING AND SHARING LIKE NEVER BEFORE

10. AUSSIE YOUTH IN SOCIAL MEDIA 3.4 Hours a day on the Internet Synovate research 12 Feb 2009 36% Read other peoples social network profile pages 35% Regularly update their profile pages 98% Of all Youth connected on the Internet 52% Report increased usage of the Internet from previous year and expected to grow 41% Have searched for information on products and services

11. THE RESULT: MEDIA DEMOCRATISATION WHERE ANYBODY CAN BECOME AN AUTHOR, JOURNALIST, FILM MAKER OR STAR

12. The Rise Of Generation C

19. IN CONTRAST, GEN X AND BOOMERS TYPICALLY DISPLAY ‘HERD’ BEHAVIOUR MOVE INDEPENDENTLY WAIT TO BE LED PASSIVE SLOW

21. Whether Gen C FLOCK OR FLEE depends on...

22. WHETHER YOU’RE PERCEIVED AS A OR PREDATOR PEER

23. GEN C ARE THE CONNECTED COLLECTIVE CRAVING CONSTANT CONTACT WITH FRIENDS Always searching for ‘CULTURAL CAPITAL’ to talk about

24. THEIR MOBILE PHONES ARE THEIR SOCIAL HUB DELIVERING ON THREE KEY NEEDS EXPRESSIONISM Creativity COLLECTIVISM Belonging ESCAPISM Entertainment Competition

25. WE’LL SEE AN OUTBREAK OF O.L.D. – ‘OBSESSIVE LIFESTREAMING DISORDER’ Gen C’s need for belonging and social significance has led to the constant archiving of one’s memories, words, photos and detailing every-day life for public sharing . Streaming your life in 5 minute intervals

26. AND THERE IS AN UNDERLYING COMPETITIVE PRESSURE WITHIN THESE COLLECTIVES TO BE IN THE KNOW ‘SNOOPING’ PHENOMENON Who is with who? Where are people going ? Who is/isn’t invited? Wearing? Style? Status...

27. THEY COLLABORATE ON EVERYTHING Peer influence has made purchase decision making a ‘Team Sport’

28. EVEN GAMING HAS SEEN A SHIFT FROM INDIVIDUAL ACHIEVEMENT TO ‘COLLECTIVE FUN’ Group play of Wii and MMORPG’s more popular than Xbox 360

29. REAL AND CYBER WORLDS CO-EXIST Their personas can be fluid through these different worlds

30. C FOR CONTENT Youtube is the new TV, they don’t want ‘appointment to view’ The swarm gravitate towards content that gives them something to talk about with friends

31. GEN C COMPRESS 38 HOURS OF ACTIVITY INTO A DAY Living in a state of continuous partial attention

32. REQUIRING CONSTANT STIMULATION ‘Always on’ attitude

33. AND AN EVER CHANGING LIFE

34. C FOR CO-CREATION AND REMIXING Gen C are our partners in communication Source:Faris Yakob blog

35. Source: Forrester Research ‘Technographics Profile’ Australia 2008 ALTHOUGH IT’S IMPORTANT TO UNDERSTAND THE ‘TECHNOGRAPHIC’ PROFILE Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above

36. IT IS MAINSTREAM IN AUSTRALIA 26% Influence 65% Influenced

37. C FOR CREATIVITY An insatiable appetite for creativity in the palm of their hands

38. THEY HAVE A PASSION FOR LEARNING NEW SKILLS WHILE NOT TAKING THEMSELVES TOO SERIOUSLY

40. THEIR CREATIVITY HAS MANIFESTED TO AN EXPLOSION IN BODY ART The ‘Ink Tribe’ is pervasive across all Gen C subcultures and a form of cultural capital

45. INSPIRE ME..HELP ME ACHIEVE

46. NIKE FOOTBALL ‘BOOTCAMP’ HELPS YOU TRAIN LIKE A PRO

47. NBA 2K9 ‘THE OTHER SEASON’ ALLOWS GAMERS TO BE DRAFTER INTO AN ONLINE FANTASY LEAGUE OWNED BY 9 REAL NBA PLAYERS

48. THE ‘BEST JOB IN THE WORLD’ $150K TO LIVE IN PARADISE AND REPORT TO THE WORLD

49. GIVE ME SOMETHING TO BELIEVE IN

50. ORANGE ‘ROCKCORPS’ GIVES YOU THE CHANCE TO GIVE BACK 4 HOURS OF YOUR TIME TO A COMMUNITY PROJECT = 1 AMAZING GIG TICKET

51. THE GREAT SCHLEP MOBILISED YOUNG JEWS TO CAMPAIGN FOR OBAMA...24,000 OF THEM

52. DON’T BULLSHIT ME.. BE HONEST AND REAL

53. WITCHERY IS MORE KNOWN FOR DECEIVING US THAN CREATING A COOL CONVERSATION $3.99 There’s a fine line between being ‘deceived’ and being let in on a secret

55. DO STUFF FOR ME...DELIVER BRAND UTILITY

56. THE ‘FUTURE FILM FESTIVAL’ IS FOR BUDDING DIRECTORS, ACTORS, WRITERS (AGED 13-25) GIVING THEM THE CHANCE TO GET UP CLOSE AND LEARN FROM GURU’S IN FILM..ALL FOR FREE

57. AT THE AUSTRALIAN OPEN TENNIS, GARNIER OFFERED TEEN GIRLS THE CHANCE FOR A QUICK MAKEOVER..FOR FREE GIRLS LINED UP FOR 3 HOURS IN 32 DEGREE HEAT FOR A QUICK MAKEOVER AND A $30 GARNIER GIFT PACK

58. NINTENDO CREATED THE Wii TENNIS CLUB GIVING YOUNG TENNIS PLAYERS THE CHANCE TO COMPETE AGAINST THEIR HEROES… AND EACH OTHER….

59. CREATE CONTENT I’LL WANT TO TALK ABOUT AND SHARE

60. ZOO YORK’S ‘SPREAD THE WORD’ TURNED FANS INTO MESSAGE CARRIERS

61. SPARK CULTURAL PHENOMENON, NOT CAMPAIGNS

62. MOOKS BRINGS ‘CUPROCKING’ TO THE WORLD VIA ANDY UPROCK

64. RELINQUISH BRAND CONTROL AND INVOLVE ME

65. MOUNTAIN DEW LET TEENS TAKE OWNERSHIP OF THEIR BRAND VIA ‘DEWMOCRACY...A NATIONAL ELECTION TO CREATE A NEW FLAVOUR PROBLEM: Create a closer connection with Dew drinkers. SOLUTION: ‘ Dewmocracy’ campaign, a national election to create the next Mountain Dew flavour. Oct 07 at dewmocracy.com teens could create all aspects of new drink, colour, name, flavour and the ads for it. Top 3 drinks were voted on and tried out. Mountain Dew ‘Voltage’ won with 42% of vote and hits in Jan 09. RESULT: 1.6m unique site visitors 350,000 votes on dewmocracy.com Massive social buzz & excitement

66. YOUTH CAN NOW DESIGN SHOES VIA THEIR MOBILE WITH NIKE ID

67. LET ME GET UP CLOSE AND PERSONAL...VIA MEDIA AGGREGATION

68. ADIDAS BASKETBALL FOR ‘ALL STAR WEEKEND’ LET YOU FOLLOW DWIGHT HOWARD AROUND FOR THE WEEKEND....HE UPLOADED PICS, VIDEO FOOTAGE AND TWITTER’D

69. GIVE ME TOOLS TO REMIX AND RE-IMAGINE IDEAS

70. Source: Mr Truffle’s Flickr photostream

71. LISTEN TO YOUR BRAND FANS, THEN REACT

73. EA SPORTS RESPONDED TO A YOUTUBE USER COMMENT ABOUT A ‘GLITCH’ IN THE PGA ‘WALK ON WATER ’ VIDEO GAME

75. BURGER KING CREATED THE ‘WHOPPER SACRIFICE’ WHERE YOU GOT A FREE WHOPPER IF YOU SACRIFICED 10 FACEBOOK FRIENDS

77. THE OLD WAY OF COMMUNICATING TO THE ‘HERD’ HAS LIMITED SUCCESS WITH GEN C

78. BECAUSE THE CONVERSATIONS ARE NOW HAPPENING WITHIN COMMUNITIES

79. SO IT’S NOW ABOUT GETTING CLLECTIVES TO TALK TO EACH OTHER ABOUT YOUR BRAND THROUGH MORE ORGANIC COMMS MODELS Source: David Armano Blog

80. AND SHIFTING HOW YOUR BRAND BEHAVES IN MEDIA TRADITIONAL MEDIA SOCIAL MEDIA Brand in control Consumer in control One way delivery Repeating the message Informing, Entertaining Solely company created content Co-creation where relevant Influencing, Involving Adapting the message Two way, part of a conversation The ‘Best Bits’ Complete Honesty & Transparency

81. I BELIEVE THERE ARE TWO WAYS YOUTH BRANDS CAN INTERACT IN SOCIAL MEDIA ‘ DO GOOD MARKETING’ MOVEMENT ‘ SUBVERSIVE’ MOVEMENT VS VS VS VS VS Big mainstream brands Eg: Coke, Nike Underground niche brands Eg: Zoo York Give back to community, Provide utility Honesty, bigger causes Self enhancement Hoaxes, tricks, rebellion Disrupt/agitate the community Feel good stuff Squirm worthy stuff Mainstream youth culture Youth subcultures

84. THANKYOU