#22 Mini series – how to influence Generation C “2″
November 6, 2009 by Jake Pearce
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?
#21 Mini Series – how to influence Generation C “1″
October 30, 2009 by Jake Pearce
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 
#20 More on marketing to Generation C
September 21, 2009 by Jake Pearce
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:
- Community is the content – all technology is an extension of the human mind – community is the need behind technology.
- People are more complex than ‘boxed stereotypes’ – we need to engage community to ‘get people’ properly again.
- 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!
- If Generation C want control we need to surrender it!
- 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?
#19 Think outside the box to market to Generation C
September 11, 2009 by Jake Pearce
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:
- Déjà-vu now vu-jade – representing existing things You Tube really aggregated things that were all there.
- 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
- 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.
- 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?
#19 Sarah Newton on the differences between Generation Y and Generation C
August 12, 2009 by Jake Pearce
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?
#17 Generational motivations – Baby Boomers and Generation X, Y and C
July 25, 2009 by Jake Pearce
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?
#14 Generation Y versus Generation C – what’s the difference?
July 6, 2009 by Jake Pearce
This week I’m looking at the difference between Generation C and Generation Y, with some big implications for marketing and society at large.
The video is 5 mins 53 seconds long and covers the following:
- A recap of a definition of Generation C itself
- Defining Generation Y commenting on two authorities: Peter Sheahan and Howe & Strauss
- Looking at why these two authorities have radically different views on the characteristics of Generation Y
- Explaining how Generation Y relates to Generation C
- The implications for marketing and society in general.
So – what do you think – is Generation Y selfish or selfless?
I look forward to your comments.
#12 Generation C – who are they and why are they so important?
June 22, 2009 by Jake Pearce
Check out this video and find out more on these 3 reasons why Generation C is so important:
1. They are a psychographic not a demographic generation – this is the first time a generation isn’t bounded by just age
2. It’s a growing generation as people are both born and adopted Generation C – both born and adopted Generation C love communicating digitally
3. They are digital influencers and it’s vital marketeers understand them – in Malcolm Gladwell terms – they are the generation that will make change happen
What are you doing to understand Generation C and how it will affect your organisation?
#9 Will ‘independent’ Generation C be as entrepreneurial when they have ‘grown up’?
April 27, 2009 by Jake Pearce
True or False?
Will ‘independent’ Generation C be as entrepreneurial when they have ‘grown up’?
The key question that generational researchers get wrong is extrapolation. For example – if you took the Woodstock generation in the 1960’s, then the world would have been a music loving, sharing, free spirited paradise long ago.
So what happened? Did the Woodstock generation, better known as the ‘Boomers’ sell out completely? Did their values change or did their values remain the same?
This is a key issues for generational predictions.
Ben Young is what we would call ‘born Gen C’. In his video, Ben makes these key points:
• On average IQ increases each generation
• As a result Generations are genuinely different – it’s not a case of the young are the young or the old are the old
• It is more ‘normative’ or usual for Generation C to be expected to self help in relation to life in general
• In relation to business – Generation C like solving their own problems
• As a result Ben says to corporate – make what GenC want or they will do it for themselves.
This great talk heated up a lot of discussion.
Here are some comments made by people attending the conference – Ben’s talk was thought provoking and polarising for the audience:
• All young people go through a phase of being entrepreneurial – it’s a right of passage – Gen C are no different
• All ‘young’ generations see themselves as special as they get older they see they are more alike than different
• DIY is what Gen C is all about – Ben has hit it on the head when he says Gen C will sort things out themselves
• Every generation has stand out stars – to generalise from a few is not realistic
• It’s not Gen C that are into DIY – it’s just the tools are there (the internet to make it easy) to allow people to do things themselves.
For next week:
In my view the issue is about being normative. Not everyone in the 60’s was musical and into drugs – yet the stand out icons for Boomers – like Bob Dylan reflected those iconic values. In the same way – stand out icons for Generation C are born Generation C doing things for themselves.
Much of marketing is all about the person you’d like to be – the person you aspire to be. With this in mind, we need to explore further how Generation C’s aspirations will evolve.
#8 Video – Gen C talk more than they type – Digital Conference
April 9, 2009 by Jake Pearce
Gen C talk more than they type.
This is one of 3 myths I bust about Gen C during this video (7 mins 50 seconds long) of my chairing a panel at a Digital Conference in March 09. The panel explored Generation C: Who are they and what do they need?
Enjoy and I look forward to your comments!