#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?
#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?
#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?
#11 How savvy marketeers work with Generation C – V Republic
June 15, 2009 by Jake Pearce
Aisha Dajipunga works for Frucor owned by Suntory, a large Japanese food and beverages company with brands ranging from Haagen Daz ice cream, V energy drinks to Suntory Oolong Tea.
This video is a great example of how Generation C’s desire for control presents internal political and cultural challenges for corporates as much as external ones.
You will see that Aisha overcomes some of these challenges very skilfully. Yet the key issue that Frucor and many other organisations haven’t fully addressed is Generation C’s requirement for involvement which demands companies engage directly with their customers rather than using more traditional methods of ’push’ comms like traditional advertising. This creates a key question – who should ‘own’ the relationship with the customer – the company, an agency or a social platform?
Generation C demand authenticity and direct engagement. Corporates simply aren’t equipped anymore to do that – they don’t have a ‘brand engagement department’. As a result many corporates think that ‘engagement’ means – doing a good film competition once a year, allowing people to post pictures and asking market research question of their database. This isn’t enough.
Frucor has taken bold steps re. engagement – and this video shows how hard it is for corporates to come to terms with this ‘new world.’
So – youth marketing is facing the same difficulty as any other sector wanting to appeal to Generation C – the struggle of letting go of control.
Key messages from the video are:
- It’s critical that organisations find authentic ways to engage with customers
- The republic of V – was the foundation for V to find a new way to engage
- The republic of V – is an example of how corporates need to have the courage to ‘experiment’ to ‘find their feet’ in relation to new media
- TV ads are still important as they serve as a way for the ‘mainstream’ to remain aware of the brand
- Senior Management need to take the time to understand the world of Generation C or – they risk making decisions that are comfortable for the corporate but not the market they serve.
Check out V Republic now.
So – what’s the smartest marketing strategies you have seen that work for Generation C? Let us know!