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 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