#30 Mini Series – How to influence Generation C “10″
May 30, 2010 by Jake Pearce
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
#25 Mini Series – How to influence Generation C “5″
November 30, 2009 by Jake Pearce
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?
#24 Mini Series – How to influence Generation C “4″
November 21, 2009 by Jake Pearce
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 
#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
#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?
#10 EMI shows the last 10% is so important for Generation C
May 7, 2009 by Jake Pearce
And that 10% is articulated by Matt Headland, CEO of EMI NZ, a company that is looking at a new way of engaging with its ‘people’…..
I was reading a Seth Godin epistle, called “Meat Ball Sunday” and he made another of his excellent insights.
He explains that one of the most frustrating things about marketing is that the concepts are so easy to explain but are so hard to do. His book in essence says that most companies are using the new ‘tools’ of marketing in an old way.
So what does that mean? Have a look at Matt’s video and then read on….
The Music industry has been railed against for being slow to adapt to a changing digital world. In general I agree but…. let’s face it, so are most of us. What’s really interesting is this – 90 % of what they did was ‘right’ according to the laws of ‘modern marketing’….these are some of the things that Matt Headland talks about:
- constant innovation (new artists, new music content)
- risk taking
- market research is a state of being for this industry as they are surrounded by ‘their market’
- album launches are always with fans
- building relationships with your fan base
- the industry sponsors loads of events where their ‘consumers’ meet
If you look at this list – that’s an awful lot of the key points that most new marketing gurus bang on about.
So if the music industry got it 90% right -why is it struggling and how can you learn from their mistakes?
I believe that they failed where most companies are struggling in this area:
- they didn’t listen to the early adopters who said change is coming
- they didn’t treat those early adopters as ‘team players’ ie engage them in a way that made them receptive (see – www.thevillagesq.com)
- they tried (a little) to use their old distribution in a new way – Godin’s point ( in a few record stores they tried burning CDs to provide customised content to order e.g. Virgin)
- ultimately they wanted to produce product for sale
- as opposed to working with their customers to create new products that are better than the company, itself could do (NB Research for NPD is usually – testing ‘our’ ie the companies new ideas
Are you treating Generation C as part of your team – or are they your consumers?
It’s so easy to point at other industries and see things clearly and it’s much harder when it’s your own – but I dare you to do it.
It’s all about this – to engage Generation C you need to learn to give up some control – you need to give Generation C a sense of choice.
Globally people are increasingly growing ‘younger’ ie they have access to the same ‘young’ material without trying that hard. So in a real sense this is a challenge that is relevant to all demographics and all Western markets.
I’m not saying lose all control – though some companies do that very successfully around the co-creation of products and services e.g. www.fiskars.com or www.fiskateers.com
But ask yourself honestly, what are you doing to give up some control? Anything? Or are you still being controlling while using new found marketing toys in an old way, as Godin says?
I dare you to loosen up a bit – just have a glass of wine with your ‘people’ (consumers) face to face and let me know what happens!
#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!
#5 Gen C podcast – a quick overview
March 18, 2009 by Jake Pearce
Here’s a handy overview of Generation C – what they are into and what they are not!
It’s time to debunk some myths about what Gen C is motivated by as there are so many views on the number of “Cs” out there!
Look forward to your comments.