Welcome to 2012!

Welcome to jakepearce.com’s Generation C Blog.

World’s First Opt in Generation – a proven case by synovate (A global research firm) in China

This blog highlights the first piece of work conducted in China on the concept of Digital Natives, Gen C or Generation C.

jakepearce.com has been arguing for some time that we will see an evolution in how Generations operate and that Generation C is the first ‘opt in’ Generation. In other words it is the first Generation which is a psychographic Generation. We worked with synovate in China to obtain the data.

The key questions we asked were:

• Do you know your demographic Generation?
• Do you feel part of that Generation?
• Do you feel proud to be part of that Generation?
• Do you know what Generation C is?
• Now you know what it is do you feel part of that Generation?

Summary points

• Post 1980 – people feel much less part of a ‘generation’ –  40-50% of those post 1980
• All age groups feel part of the digital native group to some extent – irrespective of age
• Those born post 80′s or 90′s around 40% feel part of digital generation
• With those born post 60′s and 70′s around 30% feel part of a digital generation
• Yet if you ask which group is proudest to be part of a digital generation – it is by far and away those people who are older who feel prouder to be part of it than yougn people
• 80% of those who born after 1950 were proud to be part of the digital generation whereas only 35% of those born after 1990 were
• This contrast in age – shows clearly that this is a truly opt in Generation – since it is in fact those who are older who feel more like a Digital Native than those who are younge

These responses confirm jakepearce.com’s hypothesis – that stereotypes around ‘young people being digital’ need to be readdressed and more work needs to be done here to truly understand the nature of Generation C as a pyschographic generation.

We hope this was useful. For more information just email info@jakepearce.com

We’ve teamed up with Synovate to find out if you are dual or single generational.

What does that mean for you?  You’ve probably heard of Generation X or Y and “Boomers” but did you know that you can have two ‘generational passports?’ For example, you can be a member of the Silent Generation (55+ years old) and a member of Generation C (a pychographic generation).

When you fill out this survey you’ll find out if you have ‘two generational passports” and we will get some great info to share with you when the survey has finished.

Let’s face it – it’s all about identity – for too long marketeers and social scientists have focussed only on demographic generations to group humanity. It’s time for a change!

Please  take a max of 5 minutes to fill out the survey and discover if you are dual generational.

If you want to know more before you fill out the survey, please watch this video, which is just under 3 minutes long.

Many thanks in advance

Jake

Hi there! Welcome back to the Gen C mini series on influence

In Mini Series “1″ we explored Malcolm Gladwell’s “Tipping Point” as a way to get a few influencing ‘the many’ with Mavens, Connectors and Sales people.

In Mini Series “2″ I identified that Connectors are only half of the picture when it comes to broadcasting a message – you also need Conductors,which I define in overview.

In Mini Series “3″ I broke down the four types of Conductors briefly to start to understand how they can influence people – naturally including Generation C

In Mini Series “4″ we investigated further the key differences between Connectors and Conductors and their relative regularity and visibility of influence

In Mini Series “5″ we reviewed the 4 types of Conductors (Information, Debate, Social and Club) and what kind of people they are how they influence their networks

In Mini Series “6″ we consider how Conductors and Connectors fit onto a map so we can effectively target particular groups

In Mini Series “7″ we had Christmas (!) and defined the map of human networks as looking like an airport with particular strong hubs of influence that are irregularly placed. Further we noted that the 80/20 rule applies when finding those influencer hubs.

In Mini Series “8″ we confirmed that the good ole airport map is the ‘right’ map for human networks – so it’s about unevenly powerful hubs that we need to find in order influence Generation. Once again the 80/20 rule applies when looking at relative importance of hubs. We also busted 6 degrees of separation as a global myth to help understand how message flow in human networks.

In Mini Series “9″ we looked at the number of links required between social groups to make information travel fast.

This week (video of 3 mins 55 seconds) we are looking at how to use these links to speed the passage of information and what that means for us a marketeers.

How do you think we should engage different social hubs to drive the speed of information movement?

I look forward to your answers

Jake

Hi there! Welcome back to the Gen C mini series on influence

In Mini Series “1″ we explored Malcolm Gladwell’s “Tipping Point” as a way to get a few influencing ‘the many’ with Mavens, Connectors and Sales people.

In Mini Series “2″ I identified that Connectors are only half of the picture when it comes to broadcasting a message – you also need Conductors,which I define in overview.

In Mini Series “3″ I broke down the four types of Conductors briefly to start to understand how they can influence people – naturally including Generation C

In Mini Series “4″ we investigated further the key differences between Connectors and Conductors and their relative regularity and visibility of influence

In Mini Series “5″ we reviewed the 4 types of Conductors (Information, Debate, Social and Club) and what kind of people they are how they influence their networks

In Mini Series “6″ we consider how Conductors and Connectors fit onto a map so we can effectively target particular groups

In Mini Series “7″ we had Christmas (!) and defined the map of human networks as looking like an airport with particular strong hubs of influence that are irregularly placed. Further we noted that the 80/20 rule applies when finding those influencer hubs.

In Mini Series “8″ we confirmed that the good ole airport map is the ‘right’ map for human networks – so it’s about unevenly powerful hubs that we need to find in order influence Generation. Once again the 80/20 rule applies when looking at relative importance of hubs. We also busted 6 degrees of separation as a global myth to help understand how message flow in human networks.

This week (video of 3 mins 25 seconds) we are considering how to speed up the passage of information through social hubs and what’s required to have optimal rapidity of message transfer to help understand how influence Generation C most effectively.

I bet you’ve seen this happening yourself – the key question is – how do you identify the links between social hubs to influence more successfully?

I look forward to your answers

Jake

BELATED HAPPY NEW YEAR!

Just got back from a monster surfing holiday

So…welcome to the eighth in our mini series exploring how to influence Generation C – ageless, digital natives who love “Control”.

In Mini Series “1″ we explored Malcolm Gladwell’s “Tipping Point” as a way to get a few influencing ‘the many’ with Mavens, Connectors and Sales people.

In Mini Series “2″ I identified that Connectors are only half of the picture when it comes to broadcasting a message – you also need Conductors,which I define in overview.

In Mini Series “3″ I broke down the four types of Conductors briefly to start to understand how they can influence people – naturally including Generation C

In Mini Series “4″ we investigated further the key differences between Connectors and Conductors and their relative regularity and visibility of influence

In Mini Series “5″ we reviewed the 4 types of Conductors (Information, Debate, Social and Club) and what kind of people they are how they influence their networks

In Mini Series “6″ we consider how Conductors and Connectors fit onto a map so we can effectively target particular groups

In Mini Series “7″ we had Christmas (!) and defined the map of human networks as looking like an airport with particular strong hubs of influence that are irregularly placed.  Further we noted that the 80/20 rule applies when finding those influencer hubs.

Today we explore (video of 4 mins 13 seconds):

• Yes – out of the three maps is the good ole airport map is the ‘right’ map for human networks – so it’s about unevenly powerful hubs that we need to find in order influence Generation C
• That the 80/20 rule applies here when looking at the ‘hubs’ and six degrees of separation for connecting people is a myth….

Knowing this, we must look at how to engage Generation C influencers in the hubs.

Who are your hubs in your networks?

Cheers

Jake

VERY MERRY CHRISTMAS

Welcome to the seventh in our mini series exploring how to influence Generation C – ageless, digital natives who love “Control”.

In Mini Series “1″ we explored Malcolm Gladwell’s “Tipping Point” as a way to get a few influencing ‘the many’ with Mavens, Connectors and Sales people.

In Mini Series “2″ I identified that Connectors are only half of the picture when it comes to broadcasting a message – you also need Conductors,which I define in overview.

In Mini Series “3″ I broke down the four types of Conductors briefly to start to understand how they can influence people – naturally including Generation C

In Mini Series “4″ we investigated further the key differences between Connectors and Conductors and their relative regularity and visibility of influence

In Mini Series “5″ we reviewed the 4 types of Conductors (Information, Debate, Social and Club) and what kind of people they are how they influence their networks

In Mini Series “6″ we consider how Conductors and Connectors fit onto a map so we can effectively target particular groups

Today we explore:

• Yes – out of the three maps is the good ole airport map is the ‘right’ map for human networks – so it’s about unevenly powerful hubs that we need to find in order influence Generation C
• That the 80/20 rule applies here when looking at the ‘hubs’

Knowing this, we must look at how to engage Generation C influencers in the hubs.

Have  fabulous Christmas folks!  When you have finished feasting answer this.  Who are your hubs in your networks?

Cheers

Jake

HAPPY ALMOST CHRISTMAS!!!!

So – welcome to the sixth in our mini series exploring how to influence Generation C – ageless, digital natives who love “Control”.

In Mini Series “1″ we explored Malcolm Gladwell’s “Tipping Point” as a way to get a few influencing ‘the many’ with Mavens, Connectors and Sales people.

In Mini Series “2″ I identified that Connectors are only half of the picture when it comes to broadcasting a message – you also need Conductors,which I define in overview.

In Mini Series “3″ I broke down the four types of Conductors briefly to start to understand how they can influence people – naturally including Generation C

In Mini Series “4″ we investigated further the key differences between Connectors and Conductors and their relative regularity and visibility of influence

In Mini Series “5″ we reviewed the 4 types of Conductors (Information, Debate, Social and Club) and what kind of people they are how they influence their networks

So – check out this video (3 minutes 17 seconds long) and ponder:

• How do Connectors and Conductors fit together on a map?
• The new science of community behaviour as explored in “Linked”
• An overview of three types of maps of human networks

Each of these has huge implications about how to target and influence Generation C.

So which is the ‘true’ map of human networks? Let us know and be in a for a Christmas prize!

Cheers

Jake

Welcome to the fifth in our mini series exploring how to influence Generation C – ageless, digital natives.

In Mini Series “1″ we explored Malcolm Gladwell’s “Tipping Point” as a way to get a few influencing ‘the many’ with Mavens, Connectors and Sales people.

In Mini Series “2″ I identified that Connectors are only half of the picture when it comes to broadcasting a message – you also need Conductors,which I define in overview.

In Mini Series “3″ I broke down the four types of Conductors briefly to start to understand how they can influence people – naturally including Generation C

In Mini Series “4″ we investigated  further the key differences between Connectors and Conductors and their relative regularity and visibility of influence

So – watch this video (4 minutes 35 seconds long) and consider:

• The four types of Conductor (Information, Debate, Social and Debate Conductors)
• What kind of people they are and how they influence their core network

To build an understanding of the eco systems of influence with a view to knowing how to influence Generation C itself.

What kind of Conductor influenced you this week?

Welcome to the fourth in our mini series exploring how to influence Generation C – ageless, digital natives.

In Mini Series “1″ we explored Malcolm Gladwell’s “Tipping Point” as a way to get a few influencing ‘the many’ with Mavens, Connectors and Sales people.

In Mini Series “2″ I identified that Connectors are only half of the picture when it comes to broadcasting a message – you also need Conductors,which I define in overview.

In Mini Series “3″ I broke down the four types of Conductors briefly to start to understand how they can influence people – naturally including Generation C

In this (the 4th of our Mini Series on how to influence Generation C) we investigate  further the key differences between Connectors and Conductors.

So – watch this video (3 minutes 30 seconds long) and understand:

• the relative regularity with which Connectors and Conductors influence Generation C; and
• the relative visibility of either type of influencer to Generation C

So – were you influenced by a Connector and/or a Conductor this week?  Let us know!

And – if you want a laugh – check out this blooper when I was videoing the VLOG

Welcome to the third in our mini series exploring how to influence Generation C – ageless, digital natives.

In Mini Series “1″ we explored Malcolm Gladwell’s “Tipping Point” as a way to get a few influencing ‘the many’ with Mavens, Connectors and Sales people.

In Mini Series “2″ I identified that Connectors are only half of the picture when it comes to broadcasting a message – you also need Conductors,which I define in overview.

In today’s video, I break down the 4 types of Conductor that exist to explain how they can influence people in their sphere in different ways.

The video is about 4 minutes long…

What kind of conductors have influenced you to take action in the last 3 months?

Until next time….

In last week’s VLOG we looked at Malcolm Gladwell’s model from the Tipping point of how the few can influence the many and I concluded that it’s more complicated than that.

In this video (the second in this mini series on digital influencers) I identify and explain the difference between Connectors and what I call Conductors and why the latter are critical in solving how to influence Generation C – namely, adopted or born ageless digital natives.

Check out the video – it’s about 4 minutes long.

Who are your Conductors and how have they influenced you to take action in any sphere of you life?

After a wee delay, I’m back.  I’ve been overseas and then got sick, so I’m very sorry I haven’t been blogging regularly – however it’s back to normal now!

So, today I begin a ‘mini series’ of VLOGS talking about Digital Influencers.

Why? Well, Generation C is a psychographic, ageless generation which is typified by a love of the digital media (whether that is full on internet involvement or just texting) and a desire for control in the digital environment. And to discover how to engage Generation C, digital natives, we must understand how to identify Digital Influencers to help achieve that engagement.

To begin this exploration I sum up Malcolm Gladwell’s ‘The Tipping Point’ which showed that you don’t need many people to grow a movement/influence lots of people.

Check out the video - less than 4 minutes…

In summary there are 3 types of people necessary to spread the word on any particular matter per Malcolm Gladwell:

• Mavens: these people know loads of stuff about areas they are interested in and really enjoy passing on information e.g. where to find the cheapest deal on a car, whether the new release from Microsoft is any good.  Then Mavens pass on information to…
• Connectors: they are people who are socially very networked and can be famous, and/or thought leaders and/or just very well connected in a wide range of spheres. And Connectors know…
• Sales people: these are very persuasive people who are great at passing on information in a highly engaging way that ignites action in the people they tell.

While this is a very powerful overview of how the few engage the many, it misses something vital which we will be exploring.

Namely, that Connectors have huge networks and usually don’t see/connect with all those people in their huge networks regularly. So how do we get the word out to people more regularly that Connectors can?  Who do we need to influence Generation C – digital natives more immediately/immediately?

We’ll start to look at that next week J

Do you have a system to find Maven’s, Connectors and Sales people? If not, why not?  What tools do you need and do you want some help

Here’s video 2 of of Abe Dew talking about Generation C – more thought provoking stuff.

To repeat a key quote from Abe:

“We in advertising love things in boxes…it’s incredibly dangerous with Gen C it’s the fringes that are important…you see wave after wave of new ideas coming forward and it scares people witless… Marketing will move to be more like jazz and less like precise orchestral piece.”

Abe’s 2 videos are real thought twisterd and really makes you think, here are some key points.

Here’s the key points from Video 2 of 2:

1. Community is the content – all technology is an extension of the human mind – community is the need behind technology.
2. People are more complex than ‘boxed stereotypes’ – we need to engage community to ‘get people’ properly again.
3. Academic studies show that the more collective a culture is the less they go online – so social media’s explosion is a function of less happy societies!
4. If Generation C want control we need to surrender it!
5. Apple get this. Apple’s new apps – only 5% survive – they rely on open source creativity to provide new apps and the street to weed them out – in other words they let go of control.

Do you think you’re brave enough to let go of control when marketing to Generation C?

Sorry folks – been overseas and my blog plan melted badly!

So – I’ve been meaning to share this video of Abe Dew on Generation C – there are some great thoughts here.

“We in advertising love things in boxes…it’s incredibly dangerous with Gen C it’s the fringes that are important…you see wave after wave of new ideas coming forward and it scares people witless… Marketing will move to be more like jazz and less like precise orchestral piece.”

Abe’s 2 videos are real thought twisterd and really makes you think, here are some key points.

Here’s the key points from Video 1 of 2:

1. Déjà-vu now vu-jade – representing existing things You Tube really aggregated things that were all there.
2. David Shrigley – Glaswegian cartoonist shows a cartoon with a bit missing. People don’t know what they want all the time – the gaps are where the new futures are:  http://www.davidshrigley.com/thingstobuy/thingstobuy.html
3. Don’t pretend to know all the answers – brands need to move from being a ‘fixed’ idea to a narrative – like a book it’s the ‘unsaid’ that say a lot. The same is true of brands.
4. Marketing will move to be more like jazz and less like precise orchestral piece.

How do you think we should market effectively to  Generation C?

Sarah Newton, Generation Y expert and writer of GenYGuide comments on the differences between Generation Y and Generation C.

In summary Sarah covers:

• A clear rebuttal of the ‘selfish’ label for Generation Y
• An exploration of how Generation Y is a product of its upbringing – e.g. embracing a more balanced life where work is less important
• Generation Y are not ‘all into digital’ media

My thoughts are:

• I have a different view on the social implications of Generation C
• Essentially Generation C have become the ‘leaders’ of Generation Y in terms of an online opinion and have a significant social and marketing impact on our world.
• Technology is a key factor in Generation C’s profile and leadership is a defining characteristic, hence Generation C is the 10% who leave a comment etc

Thanks again to Sarah Newton for taking the time to do this video for us – we really welcome the conversation.

So – what do you think are the key differences between Generation Y and Generation C?

Tony Gardner – Head of Saatchi and Saatchi Digital New Zealand talks about the future of communication.

Kevin Roberts, CEO of Saatchi&Saatchi has a particularly high regard for the quality of thinking coming out of New Zealand – so much so that Procter & Gamble have a special innovation unit based with Saatchi&Saatchi in New Zealand.

Tony  makes the following points:

• There is a lot of ‘stuff’ on the internet – and a lot of it is ‘rubbish’
• However it is crucial to stress that one man’s rubbish is another man’s gold
• Corporates in particular risk making value judgements over what they ‘regard’ as rubbish
• Tony stresses the need for change – in particular the existing slow and drawn out process of generating communication (campaigns etc) which is not suited to the fast paced, ever changing modern world which we all live in
• In a fast changing world, more than ever – brands need a ‘lighthouse’ idea (per Kevin Roberts) which is a guiding principle for internal behaviour and external communicaiton

My thoughts on this issue

I agree with much of the above with one key issue – the concept of a lighthouse idea faces a number of key challenges due to the nature of Generation C.

• Historically, agencies have been paid to come up with the ‘big idea’
• Culturally,
• And clients have wanted to ‘control and manage the ‘big idea’’
• The challenge we have in relation to the light house concept is one of origin:
  • In the future the ‘big lighthouse idea’ needs to be co-created between customer and brand
  • This flies in the face of how both agencies and clients traditionally have operated
  • And the fastest growing generation – Generation C – value co-creation because they are motivated by control.

We’ll come back to the future of communication – next week we’ll be looking at the future of banking, music and targeting Generation C influencers.

So – is a lighthouse idea enough – yes or no?

Today we are talking about the motivations of generations and talking about why it’s important to look at what motivates a generation (as human beings) rather than what their behaviour is (as human doings).

This video is 3 minutes 46 seconds long and covers the following:

• A quick definition of Generation C
• Why we need to understand the motivations of different Generations – Baby Boomers, Generation X, Y and C in order to be target generations effectively
• A summary of the motivations of Baby Boomers, Generation X, Y and C

What do you think are the motivations of these generations and does it matter?

This week I’m looking at why generational stereotypes are incorrect.

Generational studies usually focus on a demographic or age based analysis and define each generation by what they do.

For example when thinking about the Boomer generation, they talk about their activities – music, protests, hippy movement etc.

The key is that they are missing the point – to understand a generation the key is to look at the motivation that defines them. After all we are human beings not human doings

For Boomers it’s all about freedom or being free and they demonstrate this by the music, hippy movement, political protests that their generation are noted  for.

So Generation C isall about Control and show this by wanting to have the power to choose how to define their environment, be heard and share with other people in the digital world.

The video is 3 mins 48 seconds. Hope you find it useful.

How do you think generations should be defined?

This video is 4minutes 30 seconds long.

There is a lot of confusion over the the differences between all the different generations and how Generation C fits with them.

To start defining them, I look at the demographic/age based generations briefly, Boomers, Generation X, Generation Y and Generation Z. Unlike Generation C, which is a psychographic generation that is ageless, the following generations are typically defined in generational studies based on common experiences in their late teens/early twenties.

A quick and useful start to check what generation someone belongs to, is to ask them what their formative music format was

• Boomers – Vinyl was their format 33’s and 45’s
• Gen X – Tapes were dominant format
• Gen Y – CD’s for older Gen Y
• Gen Y – mp3’s/itunes for younger Gen Y
• Gen Z – Work In Progress as they are ‘generationally’ born from 2001 onwards and haven’t hit late teens yet!
• Gen C – like digital online formats and enjoy sharing and comparing for example to Last FM

Generation C is the global, ageless Digital Generation – no accident then that they love Twitter

In short, Generation C is more important than any other generation because it’s not defined by a narrow demographic – do you agree or disagree?