Insights: From Mass to 1-2-1 Communication. 2014.

from mass to 121 - understanding a “gen y� and her behavior

By Sandra Engen 2014 dk.linkedin.com/in/sandraengen

meet Carmen

technological evolution

historical background

her characteristics

how she conversates

her interests

her goals

her behavior > trends today

how facebook changed her

hot solutions

Meet Carmen.

She is 29 years old. She lives in the capital of a country with a western culture and loves it, but she grew up with her sister and parents on the countryside. She has a master’s degree in innovation engineering, but is now self employed as photographer. She liked that field of work more - and she likes being her own boss. She has a boyfriend, he is a graphic designer in an agency. He’s from another country, they met when he was doing an exchange semester in her city. She has 473 friends from all over the world on facebook, and she feels like she knows at least half of them fairly well. She texts and chats with friends more than she makes calls. She is hyperconnected on both her computer, tablet and smartphone, every 20 min, from the moment she wakes up till she falls asleep. She googles answers on all her questions and only reads books on vacations. She finds it important to have an authentic appearence and she likes brands that supports her in this obejctive. She doesn’t take anything for granted. She is concerned about data safety but has chosen to live with it. Sometimes she feels she needs to sign out and disconnect from the (digital) world for a while, but she seldom does it. She is afraid of missing out.

What has Carmen lived to become what she has become?

A smaller, more tolerant world - “everything is possible” “even rockstars can make a difference” - “big brother”

“nobody’s sacred” - mother nature changes due to human life consequences of capitalism - Distrust in authoritarian leaders

technology development has happened faster than ever before

the internet has become

“a collective mind� for carmen

...but she’s now

craving for a simpler world

Generation Y digital native realistic & responsible Optimistic well informed responsive authentic

for Carmen it is all about:

mobile first socialising being agile always improving ...while being happy

[herself]

Carmen did not notice it at first, but

has changed the way she communicates

...and she has changed her view of facebook over years too. let’s see how.

IT’S FREE! IT’S NEW! I AM A FIRST MOVER!

news feed

closed society for students

all over 13 are welcome

EXCLUSIVE!

‘04

‘06

share your basic data, images and status (“Your Name is...”)

IT’S FREE! IT’S NEW! I AM A FIRST MOVER!

news feed

closed society for students

all over 13 are welcome

EXCLUSIVE!

‘04

‘06

share your basic data, images and status (“Your Name is...”)

IT’S FREE! IT’S NEW! I AM A FIRST MOVER!

news feed all over 13 are welcome

closed society for students

VILLAGE-FEELING FOR CITY HABITANTS

EXCLUSIVE!

‘04

“UNFRIEND”

‘07 ‘06

fan pages

MAKING FRIENDS ON FB GIVES ME A RUSH

share your basic data, images and status (“Your Name is...”)

IT’S FREE! IT’S NEW! I AM A FIRST MOVER!

news feed all over 13 are welcome

closed society for students

VILLAGE-FEELING FOR CITY HABITANTS

EXCLUSIVE!

‘04

“UNFRIEND”

‘07 ‘06

fan pages

MAKING FRIENDS ON FB GIVES ME A RUSH

share your basic data, images and status (“Your Name is...”)

IT’S A PARTY! I love my growing friend network, the funny photos,competitions & chain messages

“FOLLOWING”

IT’S FREE! IT’S NEW! I AM A FIRST MOVER!

news feed all over 13 are welcome

app for iPhone

VILLAGE-FEELING FOR CITY HABITANTS

EXCLUSIVE!

‘07 ‘06

fan pages

MAKING FRIENDS ON FB GIVES ME A RUSH

share your basic data, images and status (“Your Name is...”)

FB chat

‘08 ON FB I CREATE MY PROFESSIONAL & PERSONAL IMAGE

IT’S A PARTY! I love my growing friend network, the funny photos,competitions & chain messages

TO BE CONTINUED

closed society for students

‘04

“UNFRIEND”

“FOLLOWING”

IT’S FREE! IT’S NEW! I AM A FIRST MOVER!

news feed

closed society for students

page fan > like app for iPhone

VILLAGE-FEELING FOR CITY HABITANTS

EXCLUSIVE!

‘04

I BASE MY DECISIONS ON FRIENDS LIKES AND SHARES

“UNFRIEND”

all over 13 are welcome

‘07 ‘06

fan pages

MAKING FRIENDS ON FB GIVES ME A RUSH

share your basic data, images and status (“Your Name is...”)

PERSONALISED ADS

FB FACILITATES COMM. IN 3RD WORLD. GOOD!

locations

FB chat

‘08

‘09

‘10

ON FB I CREATE MY PROFESSIONAL & PERSONAL IMAGE

IT’S A PARTY! I love my growing friend network, the funny photos,competitions & chain messages

I FEEL ADDICTED! Calendar & messages FB replaces texts, calls, e-mails, cultural guides and prof. websites

“FOLLOWING”

IT’S FREE! IT’S NEW! I AM A FIRST MOVER!

news feed

closed society for students

page fan > like app for iPhone

VILLAGE-FEELING FOR CITY HABITANTS

EXCLUSIVE!

‘04

I BASE MY DECISIONS ON FRIENDS LIKES AND SHARES

“UNFRIEND”

all over 13 are welcome

‘07 ‘06

fan pages

MAKING FRIENDS ON FB GIVES ME A RUSH

share your basic data, images and status (“Your Name is...”)

PERSONALISED ADS

FB FACILITATES COMM. IN 3RD WORLD. GOOD!

locations

FB chat

‘08

‘09

‘10

ON FB I CREATE MY PROFESSIONAL & PERSONAL IMAGE

IT’S A PARTY! I love my growing friend network, the funny photos,competitions & chain messages

I FEEL ADDICTED! Calendar & messages FB replaces texts, calls, e-mails, cultural guides and prof. websites

“FOLLOWING”

IT’S FREE! IT’S NEW! I AM A FIRST MOVER!

news feed

closed society for students

‘04

page fan > like app for iPhone

VILLAGE-FEELING FOR CITY HABITANTS

EXCLUSIVE!

‘07 ‘06

fan pages

MAKING FRIENDS ON FB GIVES ME A RUSH

share your basic data, images and status (“Your Name is...”)

I’M CONSIDERING FB’S ROLE & FUTURE. WILL IT LAST FOREVER?

I BASE MY DECISIONS ON FRIENDS LIKES AND SHARES

“UNFRIEND”

all over 13 are welcome

PERSONALISED ADS

FB FACILITATES COMM. IN 3RD WORLD. GOOD!

locations

FB chat

‘08

‘09

ON FB I CREATE MY PROFESSIONAL & PERSONAL IMAGE

IT’S A PARTY! I love my growing friend network, the funny photos,competitions & chain messages

‘11

‘10

poke app news feed advertising

‘12

1st real competitor

I FEEL ADDICTED! Calendar & messages FB replaces texts, calls, e-mails, cultural guides and prof. websites

timeline

FB shares on market

sponsored stories

“FOLLOWING”

news feed

closed society for students

‘04

page fan > like app for iPhone

VILLAGE-FEELING FOR CITY HABITANTS

EXCLUSIVE!

‘07 ‘06

fan pages

MAKING FRIENDS ON FB GIVES ME A RUSH

share your basic data, images and status (“Your Name is...”)

I’M CONSIDERING FB’S ROLE & FUTURE. WILL IT LAST FOREVER?

I BASE MY DECISIONS ON FRIENDS LIKES AND SHARES

“UNFRIEND”

all over 13 are welcome

PERSONALISED ADS

FB FACILITATES COMM. IN 3RD WORLD. GOOD!

locations

FB chat

‘08

‘09

ON FB I CREATE MY PROFESSIONAL & PERSONAL IMAGE

IT’S A PARTY! I love my growing friend network, the funny photos,competitions & chain messages

‘11

‘10

poke app news feed advertising

‘12

1st real competitor

I FEEL ADDICTED! Calendar & messages FB replaces texts, calls, e-mails, cultural guides and prof. websites

timeline

FB shares on market

TO BE CONTINUED

IT’S FREE! IT’S NEW! I AM A FIRST MOVER!

sponsored stories

DESKTOP >||< MOBILE FB IS MATURE

GRAPH SEARCH IS JUST A LITTLE TOO CREEPY! I MISS MY PRIVACY

graph search Facebook Home/Phone

‘13

IT’S COOL TO BE PRIVATE - PEOPLE GET CURIOUS

GRAPH SEARCH IS JUST A LITTLE TOO CREEPY!

IT’S COOL TO BE PRIVATE - PEOPLE GET CURIOUS

I MISS MY PRIVACY

graph search

TOO MANY FAKE ACOOUNTS AND INTRIGUE HERE!

FB FEELS LIKE A JUNGLE. TOO MUCH MESS!

Facebook Home/Phone

‘14 ‘13 *SIGH! MY NEPHEW AND MY GRANDMOTHER ARE NOW ON FACEBOOK! LAGGARDS HAS ARRIVED (the chain messages are back)

MY TIME IS TOO VALUABLE FOR FB

trending topics Paper app

GRAPH SEARCH IS JUST A LITTLE TOO CREEPY!

IT’S COOL TO BE PRIVATE - PEOPLE GET CURIOUS

I MISS MY PRIVACY

graph search

TOO MANY FAKE ACOOUNTS AND INTRIGUE HERE!

FB FEELS LIKE A JUNGLE. TOO MUCH MESS!

THE PARTY IS OVER. SEE YOU ON SNAPCHAT! ...but i’ll keep my account for now

(I will start by deleting friends and page likes...)

Facebook Home/Phone

‘14 ‘13 *SIGH! MY NEPHEW AND MY GRANDMOTHER ARE NOW ON FACEBOOK! LAGGARDS HAS ARRIVED (the chain messages are back)

MY TIME IS TOO VALUABLE FOR FB

trending topics Paper app

FB OWNS EVERYTHING. DO I REALLY WANT TO SUPPORT SUCH A MASTODONT?

GRAPH SEARCH IS JUST A LITTLE TOO CREEPY! I MISS MY PRIVACY

graph search

THE PARTY IS OVER. SEE YOU ON SNAPCHAT!

IT’S COOL TO BE PRIVATE - PEOPLE GET CURIOUS TOO MANY FAKE ACOOUNTS AND INTRIGUE HERE!

FB FEELS LIKE A JUNGLE. TOO MUCH MESS!

...but i’ll keep my account for now

(I will start by deleting friends and page likes...)

Facebook Home/Phone

year 2000-and-future

‘14 ‘13 *SIGH! MY NEPHEW AND MY GRANDMOTHER ARE NOW ON FACEBOOK! LAGGARDS HAS ARRIVED (the chain messages are back)

MY TIME IS TOO VALUABLE FOR FB

trending topics Paper app

simpler, more intuitive design? more, more niche designed apps? more, more niche designed apps?

FB OWNS EVERYTHING. DO I REALLY WANT TO SUPPORT SUCH A MASTODONT?

some mayor

trends has arised

because of Carmen and her fellow Gen Y’’s behavior and needs

SMART LIVING SOCI-ALL MOBILE FIRST SNAPPY CONTENT

VISUAL CONSUMTION PERSONALISE ME DEMANDING BRANDS

and it all comes down to one trend:

simplification

time has come to move from

comment competition 1.589 comments 1.109 likes 484 shares > all about reach!

to a simpler, more present way of communicating

3 hot simplifying solutions

â&#x20AC;&#x153;

How can these new digital trends and techonologies contribute to a brandâ&#x20AC;&#x2122;s performance regarding consumer engagement?

Software strong bonds

hardware call-to-action

connection creativity

Snapchat

Snapchat Co-creation with attendees

PHOTO-SNAPS MY STORY

Launch iPhone

‘12

‘11

SnapKidz

OUR STORY

‘14

‘13 LIVE-CHAT

Android

“Conversation as it should be”

VIDEO-SNAPS

the main keyword: ephemeral!

@grubhub

@tacobell

Pull competition

@playstationDK

Pull competition @playstationDK

cross-platform

@drp3radio

Snapchat use competitions launches/pre-hype discount codes behind the scenes cross platform

ibeacon

micro-localisation technology

WALL MOUNT

ibeacon

LOW ENERGY BLUETOOTH

POWER

LOW-COST PRODUCE IBEACON-ACTIVATED SIGNAL RECEIVER APP

ibeacon

keywords

mobile first prebuilt into iphone 4S+ works w. low-energy bluetooth open specs > + for developers Appleâ&#x20AC;&#x2122;s equivalent to googleâ&#x20AC;&#x2122;s nfc iPad 3+ iPad mini+ iPhone touch 5th gen+

vs. ibeacon NFC works on bluetooth

works with nfc chip

- (most phones)

- only android

low-energy battery

no energy

range: 50 meters

opt. range: 4 cm

automatic push

active interaction

aut. tracking

tracking by act.

- more intrusive

- less intrusive

mobile payment

mobile payment

smart living

strictly 1-2-1

...both promise to enhance in-store experience

ibeacon

use ideas

cultural events call-to-action on site Site specific offers smart living - home / work automatic load of e.g. tickets

whatsapp

Whatsapp keywords group chats broadcasting chats 1-2-1 text, audio and image goes by phone number

Whatsapp example india: low cost comm. platform - send images of products - close deals - customer support

Benefits!

- free earned media > brand awareness

- “under the skin” - cool image > adds value to the customer’s image and life > loyalty

Carmen loves this because... she feels exclusive she thinks it’s cool it’s quick and snappy it’s smart and practical

it simplifies her life

...so, what’s next?

Carmen will... wear technology see more things happen automatically discover ‘clever’ products feel even more connected - Cisco* calls it

“the internet of everything” *Cisco Systems, Inc. is an American multinational corporation that designs, manufactures, and sells networking equipment.

more

smart living

...and itâ&#x20AC;&#x2122;s already in transition

the end

from mass to 121 - understanding a â&#x20AC;&#x153;gen yâ&#x20AC;? and her behavior

By Sandra Engen 2014 http://dk.linkedin.com/in/sandraengen