Instant Grass The Youth Collaboration Agency

Instant Grass
The Youth Collaboration Agency
Chapter 1 – The New Generation
Chapter 2 – The Shifting Landscape
Chapter 3 – The Digilogue
Chapter 4 – The Tools
Chapter 1 – The New Generation
Generation X
Generation Y
Digital Generation (Digi Ge
Generation X
Generation Y
Digital Generation (Digi Ge
Generation X
Generation Y
Digital Generation (Digi Ge
Generation X
Generation Y
Digital Generation (Digi Ge
Generation X
Generation Y
Digital Generation (Digi Ge
Defined by technology
“I never realised how
much the Internet
rules my life!”
Grass 22
DIGI GEN
DIGI GEN
Born after 1985 Bathed in Bits
Technology is like air
Assimilate vs accommodate Ipods
Broadband GPS Instant messaging
Social Networking Sites Al Gore an
activist Internet Connected PVR
Truly Global Flat World
Fading local idiosyncrasies
Search Little
Generation Lap Quicker
Smarter
Each generation has a technology that is synonymous
4 the biggest country
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Facebook added 100 million users in less than 9
months…iPhone applications hit 1 billion in 9 months.
“Asking for my thoughts on the
internet is like asking me my
opinion on toasters”
Grass JHB 17
‘Technology is only when
people where born before it
was invented’
Alan Kay
Focus on the picture. Not the pencil.
‘Technology is only when
people where born before it
was invented’
Alan Kay
It is those who don!t use it that discuss it.
It is those who don!t use it that discuss it.
“Losing social skills and have no time for sports or healthy activities”
It is those who don!t use it that discuss it.
“Losing social skills and have no time for sports or healthy activities”
“This is the latest “narcissistic” me generation”
It is those who don!t use it that discuss it.
“Losing social skills and have no time for sports or healthy activities”
“This is the latest “narcissistic” me generation”
“They are dumber than other generations”
It is those who don!t use it that discuss it.
“Losing social skills and have no time for sports or healthy activities”
“This is the latest “narcissistic” me generation”
“They are dumber than other generations”
“They have no work ethic”
It is those who don!t use it that discuss it.
“Losing social skills and have no time for sports or healthy activities”
“This is the latest “narcissistic” me generation”
“They are dumber than other generations”
“They have no work ethic”
“They don!t give a damn”
It is those who don!t use it that discuss it.
“Losing social skills and have no time for sports or healthy activities”
“This is the latest “narcissistic” me generation”
“They are dumber than other generations”
“They have no work ethic”
“They don!t give a damn”
“They have no shame”
It is those who don!t use it that discuss it.
“Losing social skills and have no time for sports or healthy activities”
“This is the latest “narcissistic” me generation”
“They are dumber than other generations”
“They have no work ethic”
“They don!t give a damn”
“They have no shame”
“They steal”
“I don!t know what the fuss is all
about. Its just like air. Isn't it?”
JHB Grass 23
Who are these people..??
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“Its possible that I can be talking to
my friends whilst on my Mac and on
MXIT all whilst watching MTV”
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“I!ll support artists, especially local
ones, but I wont support giant labels”
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“I hate those lame "I am standing in a queue!
tweets yet I find myself doing them all the time”
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40%
Friended a Brand
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77%
watched a TVC on Youtube
40%
Friended a Brand
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52%
have blogged about
a brands product
77%
watched a TVC on Youtube
40%
Friended a Brand
&1*"2&#$"&:0;<=$#06
52%
have blogged about
a brands product
77%
watched a TVC on Youtube
26%
Follow brands on
Twitter
40%
Friended a Brand
&1*"2&#$"&:0;<=$#06
52%
have blogged about
a brands product
77%
watched a TVC on Youtube
26%
Follow brands on
Twitter
73%
Have posted a product or
brand review
40%
Friended a Brand
&1*"2&#$"&:0;<=$#06
69%
provided feedback on a
brands website
52%
have blogged about
a brands product
77%
watched a TVC on Youtube
26%
Follow brands on
Twitter
73%
Have posted a product or
brand review
40%
Friended a Brand
&1*"2&#$"&:0;<=$#06
69%
provided feedback on a
brands website
52%
have blogged about
a brands product
77%
watched a TVC on Youtube
26%
Follow brands on
Twitter
73%
Have posted a product or
brand review
69%
have read a
corporate blog post
40%
Friended a Brand
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“I know that my life is dedicated to my
laptop and the internet.”
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“Its really nice having the world of
information at my fingertips. Literally,
anything I could possibly want to know is in
my reach… constantly.”
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“Internet, need I say
more. The world is
smaller because of it.”
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Chapter 2 – The Shifting Landscape
The generation we are living through is
the largest increase in expressive
capability in human history
Groups &
Conversations
Groups &
Conversations
Platforms of
Coordination
Groups &
Conversations
Platforms of
Coordination
The Web is Writable
10 Core Unifiers
FREEDOM
GRAVANITY
CUSTOMIZATION
FOMO
TRANSPARENCY
INNOVATION
SPEED
COLLABORATION
INTEGRITY
ENTERTAINMENT
FREEDOM
“I can really
get anything I want
from the internet”
CUSTOMISATION
“I need to
be able to make things "ME!,
like changing my ringtone or screensaver”
TRANSPARENCY
O “If I don!t know what car to buy, I can just ask my
friends on facebook and get hundreds
of honest opinions”
INTEGRITY
O “A brand must give respect in order to
earn my respect. They cant hide anymore. They
will be found out”
ENTERTAINMENT
“I can
keep myself busy for hours
when connected to the internet, there are just so
many clips
and cool websites or even friends profiles to see”
COLLABORATION
O “If a brand wants my attention then they must ask
for it before they start trying to sell to me ”
SPEED
“I
want things NOW, I hate waiting thats why
internet banking rocks. I can check my balance hassle free no
standing in queues. Imagine
the days before online
banking and ATMs...Horror”
INNOVATION
“I got so happy when FNB added cellphone banking, it
makes so much sense”
FOMO
“I need to know what!s happening at all times. When Facebook
I get nervous, its
weird but true...like a junky”
is "under construction!
GRAVANITY
“I have this need to be heard, cant really explain it thats why I
it feels good
to get things off my chest”
am constantly updating my blog...
(
It is writable
“For the first time the consumer is boss,
which is fascinating, frightening, scary
and terrifying, because everything we
used to do, everything we used to know,
will no longer work.”
- Kevin Roberts, Chief executive, Saatchi & Saatchi
Chapter 3 – The Digilogue
There is an existing conversation happening
The youth need fame
“We are always
pruning our image.
Trying to look good
in some just below
celebrity. A status
where the respect is
there - without the
paparazzi”
The youth pass along information to make
themselves look cool
“Being the first to know something ups your cred. Thats
why regularly I check out cool blogs or actually even
just watch CNN first thing in the morning”
The youth believe their friends
“How dumb do I look. The
only thing that changes my
mind or influences me is my
friends. If they tell me
something is cool, then I will
try it cause I trust them and
they!ve got my back.”
The youth are more
enabled than ever
“Sometimes I think half of the world
is connected on line with Skype.”
Give the youth something worth passing
along,then sit back and listen
The Digilogue
Listen
Collaborate
DIGILOGUE
Influence
Participate
Start with Objectives
not Tools
Listen
Listen
Collaborate
DIGILOGUE
Influence
Participate
Listen
Listen
Collaborate
DIGILOGUE
Influence
Participate
Listen
Research, Research, Research
Join politely
Always disclose your affiliation
Make Initial contact meaningful and positive
Participate
Listen
Collaborate
DIGILOGUE
Influence
Participate
Participate
Listen
Collaborate
DIGILOGUE
Influence
Participate
It is easier to ride a wave than to start one
It is easier to ride a wave than to start one
It is easier to ride a wave than to start one
It is easier to ride a wave than to start one
It is easier to ride a wave than to start one
It is easier to ride a wave than to start one
Participate
Offer an opinion
Ask for advice
Give credit
Be quick
Maintain momentum
Influence
Listen
Collaborate
DIGILOGUE
Influence
Participate
Influence
Listen
Collaborate
DIGILOGUE
Influence
Participate
Influence
Be patient
Add value
Content is everything. Everything is content
Ask for feedback – Positive and negative
Collaborate
Listen
Collaborate
DIGILOGUE
Influence
Participate
Collaborate
Listen
Collaborate
DIGILOGUE
Influence
Participate
Brands created around boardrooms will
never survive the streets of today
The easiest way to get
consumers to notice your
content is to get them to create it
Collaborate
Let consumers in
Give them control
Be transparent
Become a member not a marketer
“Somewhere outside of your organization,
groups of people are already doing things
differently and better. To create lasting
change, find these areas of positive
deviance and fan the flames.”
—Richard Tanner Pascale & Jerry Sternin, “Your Company!s Secret Change Agents,” HBR
Marketing today…
Successful companies
need to act more like
party planners,
aggregators, and
content providers than
traditional advertiser
Chapter 4 The Tools
PS: The Sell
The Digilogue Workshop
Social Tribe Tracker
S
LE
B
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I
TER
P
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AD
S
A
AV
RS
E
R
O
AD
ES
T
A
OC
V
AD
FANS
FRIENDS
FOLLOWERS
FRATERNISERS
Needs Profiler
Community
Identity
Digital Tool Box
Organizational
Preparedness
Customer
Relevance
www.instantgrass.com