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Introducing the gen-narrators - Good Rebels

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The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing.

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Introducing the gen-narrators - Good Rebels

  1. 1. Think you know everything there is to know about Millennials in 2015? Think again! A global research project exploring the media habits, attitudes and behaviours of influential Millennials in 2015 Global findings and data INTRODUCING THE GEN-NARRATORS
  2. 2. IN 2015 MILLENNIALS MAKE UP THE MAJORITY IN THE WORKFORCE 2
  3. 3. “MILLENNIALS” Lazy Narcissistic Entitled Apathetic Social media- obsessed
  4. 4. MILLENNIALS REACH THEIR HIGHEST EVER BUYING POWER WORLDWIDE IN 2015 Source: Millennials Drive Social Commerce: Turning Their Likes, Follows or Pins Into a Sale. Center for Marketing Research, University of Massachusetts Dartmouth 4
  5. 5. THIS PURCHASING POWER IS EXPECTED TO GROW EXPONENTIALLY Source: Kit, Yarrow and O’Donnell, Jayne. Gen BuY: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail. 2009 5 By 2017 Millennials will have the Of any generation MOST SPENDING POWER
  6. 6. APPROACH
  7. 7. WE STARTED WITH A HYPOTHESIS 7
  8. 8. WE USED 3 DIFFERENT RESEARCH APPROACHES TO TEST THIS HYPOTHESIS 8 1. Quantitative survey data •  Global sample total size 89,100 (Millennials, Gen X & Baby Boomers) •  Global Millennials 37,189 •  Global influential Millennials (Gen-narrators) 11,283 •  3 waves Q1, Q2, Q3 2014 •  Habits, attitudes and behaviours •  GlobalWebIndex 2. Qualitative research panel •  Global sample of Gen- narrators recruited •  Realtime online research community •  Activity-based •  128 participants •  Sample spans full Millennial age ranges, location and gender split •  January – April 2015 •  Good Rebels HARK 3. Social conversation analysis •  Social media conversation analysis •  Identify topic themes/ trends •  Expand on ideas and examples provided from panel •  Qualitative mention analysis •  Global scope, cross- platform •  Sysomos MAP
  9. 9. GLOBAL SCOPE 9 USA Quant (22,619) Qual (29) Brazil Quant (2,982) Qual (11) UK Quant (22,540) Qual (32) Europe Quant (18,896) Qual (21) France, Spain, Germany, Netherlands, Italy Poland, Sweden India Quant (3,729) Qual (23) China Quant (5,947) Qual (4) Rich Asia Quant (13,386) Qual (8) Singapore, Hong Kong, Japan, Taiwan, South Korea, Australia
  10. 10. DEFINITION OF GENERATIONS 10 MILLENNIALS 18-33 GENERATION X 34-49 BABY BOOMERS 50-68* * GlobalWebIndex quant data for Boomers extends to age 65 only
  11. 11. WHAT DO WE KNOW ABOUT MILLENNIALS?
  12. 12. WE’VE HEARD LOTS OF MILLENNIAL STEREOTYPES
  13. 13. MILLENNIALS ARE LAZY
  14. 14. MILLENNIALS ARE NARCISSISTIC
  15. 15. MILLENNIALS ARE ENTITLED
  16. 16. MILLENNIALS ARE APATHETIC
  17. 17. MILLENNIALS ARE OBSESSED WITH SOCIAL MEDIA
  18. 18. SOUNDS DEPRESSING. BUT WHAT DOES THE DATA SAY?
  19. 19. MILLENNIALS MAKE UP OVER A QUARTER OF THE TOTAL WORLDWIDE POPULATION Gen Z 32% Millennials 26% Gen X 21% Baby Boomers 16% Silent Generation 5% Estimated global* population breakdown Source: Census data online, 2011-2015 (estimated) population. Individual sources can be found in each Gen-narrator market report produced by Good Rebels 19 *In this report ‘global’ refers to the countries analysed in the scope of this research: UK, US, France, Germany, Italy, Poland, Spain, Netherlands, Sweden, China, India, Brazil, Japan, S. Korea, Taiwan, Hong Kong, Singapore, Australia.
  20. 20. THIS PROPORTION VARIES BY MARKET, BRIC COUNTRIES HAVE LARGEST SHARE 30% 29% 23% 22% 22% 20% 20% Brazil India China US UK Europe Rich Asia 0% 5% 10% 15% 20% 25% 30% 35% Millennial percentage of population by market Source: Census data online, 2011-2015 (estimated) population. Individual sources can be found in each Gen-narrator market report produced by Good Rebels 20
  21. 21. WE RAN SOME INITIAL RESEARCH INTO THE MEDIA HABITS OF MILLENNIALS 21
  22. 22. WE FOUND INTERESTING PATTERNS WHEN WE SEGMENTED BY PSYCHOGRAPHIC (NOT DEMOGRAPHIC) 22
  23. 23. A SPECIFIC BRAND OF INFLUENTIAL MILLENNIALS STOOD OUT & FOUND US Our sub-segment of Millennials are defined by: •  Their topics of interest (technology, politics, business, finance, environment) •  Their ability to influence (they must regularly be asked for their opinion on above topics) •  Their ability to share (they must be vocal online about above topics) 23
  24. 24. WE CALL THESE INFLUENTIAL MILLENNIALS THE GEN-NARRATORS 24 They tell a very About their generation DIFFERENT STORY
  25. 25. THE PERCENTAGE OF GEN-NARRATORS AMONGST MILLENNIALS VARIES 0% 10% 20% 30% 40% 50% 60% 70% India China Brazil Italy Taiwan USA Germany Singapore Spain Hong Kong UK South Korea France Sweden Australia Poland Netherlands Japan Percentage of Gen-narrators amongst the Millennial population – by country analysed Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014 25
  26. 26. THIS RESEARCH UNCOVERED 3 IMPORTANT FINDINGS • It’s not effective to generalise this whole generation • Gen-narrators tell a very different story about their generation 1. You can’t put all Millennials into one box • Influence is no longer owned by a select few - more Millennials are influential than we may initially think, and this influence is growing • Gen-narrators are intelligent, influential storytellers 2. Millennials have changed the traditional notion of influence • Yes, social media usage is increasing (across all generations) • But Gen-narrators have created much more complex media ecosystems than simply replacing traditional for social 3. Social media has not replaced traditional media 26
  27. 27. THIS RESEARCH UNCOVERED 3 IMPORTANT FINDINGS • It’s not effective to generalise this whole generation • Gen-narrators tell a very different story about their generation 1. You can’t put all Millennials into one box • Influence is no longer owned by a select few - more Millennials are influential than we may initially think, and this influence is growing • Gen-narrators are intelligent, influential storytellers 2. Millennials have changed the traditional notion of influence • Yes, social media usage is increasing (across all generations) • But Gen-narrators have created much more complex media ecosystems than simply replacing traditional for social 3. Social media has not replaced traditional media 27
  28. 28. INTRODUCING THE GEN-NARRATORS
  29. 29. GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES Source: GlobalWebIndex, global data, audience profiling, Q1, Q2, Q3 2014 29 1% 29% 70% AMPLIFIERS GEN-NARRATORS FOLLOWERS
  30. 30. THERE ARE DIFFERENT INFLUENCE LEVELS AMONGST MILLENNIALS 30 •  Huge audience •  High popularity •  Viral potential •  Mainstream •  Pay in cash •  e.g. YouTube stars •  Focused audience •  Specialists •  Interest networks •  Pay in knowledge •  e.g. tech blogger •  Well connected •  Consumers •  Share opinions with close network •  e.g. everyone else AMPLIFIERS GEN-NARRATORS FOLLOWERS
  31. 31. GEN-NARRATORS ARE NOT LAZY 31
  32. 32. GEN-NARRATORS ARE NOT NARCISSISTIC Source: HARK real-time online research community, Good Rebels, China, March 2015 32
  33. 33. GEN-NARRATORS ARE NOT ENTITLED 33
  34. 34. GEN-NARRATORS ARE NOT APATHETIC 34
  35. 35. GEN-NARRATORS ARE NOT ONLY OBSESSED WITH SOCIAL MEDIA 35
  36. 36. “MILLENNIALS” Lazy Narcissistic Entitled Apathetic Social media- obsessed Active Interested Entrepreneurial Activists Intelligent media connoisseurs GEN-NARRATORS
  37. 37. WE FOUND NEW AND EVEN MORE PRONOUNCED TRENDS 37
  38. 38. NOT ONLY DO GEN-NARRATORS CONSUME MORE NEWS MEDIA ONLINE Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014 38 80% 72% 65% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Gen-narrators Millennials Generation X Baby Boomers Percentageuseofonlinenews
  39. 39. 20% OF GEN-NARRATORS SPEND OVER AN HOUR A DAY READING ONLINE NEWS MEDIA Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014 39 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Baby Boomers Generation X Millennials Gen-narrators More than 6 hours 3-6 hours 1-3 hours Less than 1 hour Do not use
  40. 40. THEY EVEN CONSUME MORE PHYSICAL (PRINT) MEDIA Source: GlobalWebIndex, Global data, time spent reading physical press, Q1, Q2, Q3 2014 40 85% 78% 76% 70% 50% 55% 60% 65% 70% 75% 80% 85% 90% Gen-narrators Millennials Generation X Baby Boomers Percentageuseofphysicalpress
  41. 41. WE FOUND A DIRECT CORRELATION BETWEEN ONLINE MEDIA CONSUMPTION AND BRAND ENGAGEMENT 40 50 60 70 80 90 100 40 50 60 70 80 90 100 Percentagewhoregularlyengagewith brandsonline Percentage who regularly consume online print/press Source: GlobalWebIndex, Global data, time spent reading online print/press & brand activation, Q1– Q3 2014 41 Gen-narrators Millennials Gen X Boomers
  42. 42. GEN-NARRATORS ARE MUCH MORE LIKELY TO LEAVE PRODUCT REVIEWS Source: GlobalWebIndex, Global data, Brand activation, Interactions in past month, Left feedback/review on brand website, Q1, Q2, Q3 2014 42 20% 12% 11% 9% 0% 5% 10% 15% 20% 25% Gen-narrators Millennials Generation X Baby Boomers Percentageleavingfeedback/ reviewonbrandwebsiteinlast month
  43. 43. GEN-NARRATORS REGULARLY TALK TO THEIR FRIENDS ABOUT NEW BRANDS AND PRODUCTS Source: GlobalWebIndex, Global data, self perceptions – agree that ‘I regularly inform friends and family on new products/services’, Q1, Q2, Q3 2014 43 74% 63% 59% 42% 0% 10% 20% 30% 40% 50% 60% 70% 80% Gen-narrators Millennials Generation X Baby Boomers Percentageagreethat “Iregularlyinformfriendsand familyonnewproducts/services”
  44. 44. WE CROSS-REFERENCED TO CHECK INFLUENTIAL SEGMENTS OF OTHER GENERATIONS 44
  45. 45. WE CROSS-REFERENCED TO CHECK INFLUENTIAL SEGMENTS OF OTHER GENERATIONS Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014 45 29% 21% 12% MILLENNIALS GEN X BOOMERS % of generation audience classified as ‘influential’ according to same criteria used for ‘Gen-narrators’ quant analysis
  46. 46. CONSUME NEWS MEDIA ONLINE Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014 46 80% 78% 71%72% 65% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Millennials Generation X Baby Boomers Percentageuseofonlinenews INFLUENTIAL ALL
  47. 47. INTERACT WITH BRANDS ONLINE Source: GlobalWebIndex, global data, brand activation – taken any brand action within last month, Q1, Q2, Q3 2014 47 97% 95% 91%87% 79% 64% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Millennials Generation X Baby Boomers Percentageinteractedwithbrand inpastmonth INFLUENTIAL ALL
  48. 48. VALUE THE INTERNET FOR SHARING CONTENT Source: GlobalWebIndex, global data, internet usage motivations, very important to share content, Q1, Q2, Q3 2014 48 36% 35% 29%30% 25% 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% Millennials Generation X Baby Boomers Percentageagreetheinternetis veryimportantforsharingcontent INFLUENTIAL ALL
  49. 49. WE IDENTIFIED 4 STANDOUT TRAITS OF GEN-NARRATORS 49
  50. 50. 1. GEN-NARRATORS ARE FACT FINDERS
  51. 51. GENERATORS ARE FACT FINDERS Mason talks about fact checking before he creates or shares content with his followers Source: HARK real-time online research community, Good Rebels, Global, April 2015
  52. 52. GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES Source: HARK real-time online research community, Good Rebels, Global, April 2015, Activity 1: Which of these online publications do you trust the most? 78% of ‘most trusted’ online sources were traditional 52
  53. 53. WHO DO YOU TRUST TO GIVE YOU THE FACTS? Source: HARK real-time online research community, Good Rebels, Global, April 2015 53 “On any story that I read, before I share I tend to fact check…..For the most part I sort of trust your bigger ones like New York Times” Mason “Trusted blogs and blog references, open all the links to check it is correct, traditional news websites but check it twice in another source.” Carol
  54. 54. CASE STUDY: UK GEN-NARRATORS VALIDATE CHARLIE HEBDO ATTACK NEWS Source: HARK real-time online research community, Good Rebels, UK, Forum discussion, January 2015 54 “I saw a few videos pop up on Facebook, however I did turn to the TV for more info”
  55. 55. GLOBAL PERSPECTIVE: DISTRUST OVER MEDIA WITH POLITICAL AGENDAS Source: HARK real-time online research community, Good Rebels, Global, April 2015 55 Edwin “I find it very hypocritical of media sources like BBC and Daily Mail, that they only highlight negative aspects of Indian society while actively brushing off incidents in Western world.” Pallavi “[Millennial] Singaporeans are mostly well- informed and we don’t really follow mainstream media sources. We do, however, have an idea of what’s true or flawed, thanks to the wonder of the internet. Most of us have developed critical thinking skills to evaluate and have an unbiased judgement in our heads.”
  56. 56. 2. GEN-NARRATORS ARE CULTURAL DJS
  57. 57. GEN-NARRATORS ARE CULTURAL DJS Elliot talks about curating and personalising third party content for his audience Source: HARK real-time online research community, Good Rebels, Global, April 2015
  58. 58. GEN-NARRATORS REALLY VALUE THE INTERNET FOR SHARING CONTENT Source: GlobalWebIndex, global data, internet usage motivations, very important to share content, Q1, Q2, Q3 2014 58 37% 30% 25% 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% Gen-narrators Millennials Generation X Baby Boomers Percentagewhosaytheinternet is‘veryimportant’forsharing content
  59. 59. THIS TRAIT IS STRONG IN ALL COUNTRIES, BUT SOME STAND OUT 0% 10% 20% 30% 40% 50% 60% Brazil India Taiwan South Korea USA Hong Kong UK Spain Italy Singapore Germany Australia China Poland Sweden Japan Netherlands France Gen-narrators who believe the internet is ‘very important’ for sharing content – by country analysed Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014 59
  60. 60. GEN-NARRATORS ARE CURATORS OF CONTENT, IDEAS AND OPINION Source: HARK real-time online research community, Good Rebels, UK, Activity 5: Draw your role as a storyteller, January 2015 60 Anna
  61. 61. GEN-NARRATORS WILL USE SOCIAL MEDIA TO COLLABORATE DURING THE CONTENT CREATION PROCESS Source: HARK real-time online research community, UK, Activity 5: Draw your role as a storyteller, February 2015 61 Lizzie ‘Video storytelling’ by Lizzie
  62. 62. CASE STUDY: #ROADTORUIN 62
  63. 63. AGGREGATORS AND CONTENT CURATION APPS ARE USED TO DISCOVER CONTENT 63 Patrick Joash Buzzfeed Flipboard Jochem Feedly Kyle StackSocial Source: HARK real-time online research community, Good Rebels, Global, April 2015
  64. 64. GEN-NARRATORS USE SOCIAL MEDIA AS CONTENT DISCOVERY PLATFORMS, AND TAILOR THEM TO THEIR NEEDS 64 Source: HARK real-time online research community, Good Rebels, UK, “Draw your role as a storyteller” December 2014 Toby ‘Taby as a storyteller’
  65. 65. 3. GEN-NARRATORS ARE DELIBERATE DEBATERS
  66. 66. GEN-NARRATORS ARE DELIBERATE DEBATERS Source: HARK real-time online research community, Good Rebels, Global, April 2015 Anaelle will only offer an opinion if she feels she has the knowledge and experience
  67. 67. GEN-NARRATORS HIGHLY VALUE THE INTERNET FOR CHANGING OTHER PEOPLE’S OPINIONS Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014 67 68% 62% 55% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% Gen-narrators Millennials Generation X Baby Boomers Percentagewhobelievethe internetisimportantforchanging otherpeople’sopinions
  68. 68. THIS TRAIT IS STRONG IN ALL COUNTRIES, BUT SOME STAND OUT 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% India Taiwan Hong Kong Singapore France Sweden Brazil South Korea Poland Australia UK USA China Spain Netherlands Japan Italy Germany Gen-narrators who believe the internet is important for changing other people’s opinions – by country analysed Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014 68
  69. 69. GEN-NARRATORS THINK BEFORE THEY SHARE OR COMMENT 69 “By voicing an opinion you start to fight for something, at least in external perception. You brand yourself rather easily, maybe with something you weren’t really passionate about in the first place.” Source: HARK real-time online research community, Good Rebels, Global, April 2015 Richard “I will only comment on news stories or start discussions if the topic is compelling enough. I generally do not discuss politics or scams. I do however like to share my opinion to what should matter to the people, form opinion and make a change.” Raghav
  70. 70. GEN-NARRATORS LOVE TO SHARE THEIR OPINION IN DEBATES OFFLINE AS WELL AS ONLINE Source: HARK real-time online research community, Good Rebels, India, March 2015 70 Jyotika “I prefer a face-to-face debate. The problem with online is that many people don't quite decipher the sentiment behind the written word.” “Any of those topics that I feel strongly about I like to comment and sometimes even provoke discussions amongst friends in an attempt to change their mind or make them see a new perspective.” Katie
  71. 71. 4. GEN-NARRATORS ARE INTELLIGENT INFLUENCERS
  72. 72. GEN-NARRATORS ARE INTELLIGENT INFLUENCERS Source: HARK real-time online research community, Good Rebels, India, March 2015 Jochem is aware of his influence and talks about impacting other’s opinions within his area of expertise
  73. 73. HOW DO THEY INFLUENCE? Source: HARK real-time online research community, Good Rebels, Global, April 2015 73 “Whenever I try to impact people’s opinions I make sure it’s more about raising their awareness on a subject that I am interested in.” Anaelle “(with my) YouTube channel I’m in a position where I could mislead for potential self gain but I don't, I like to educate and share knowledge not abuse my identity.” Aaron
  74. 74. GLOBAL PERSPECTIVE: THEY VIEW THEMSELVES AS INFLUENTIAL WHEN AN AUTHORITY OR EXPERT IN A TOPIC Source: HARK real-time online research community, India, Good Rebels, Global, April 2015 74 “I received several comments from different oil and gas professionals and also found some new followers. I got a lot of appreciation from some of the readers so I think my views influenced the opinion of a few!” Guarav shares a blog on the history of oil
  75. 75. GEN-NARRATORS ARE ALSO INTELLIGENT BRAND ADVOCATES Source: HARK real-time online research community, Good Rebels, India, March 2015 Jaryl talks about being brand conscious, but also very aware of what the brand stands for
  76. 76. GEN-NARRATORS LOVE TO POST THEIR OPINIONS ABOUT PRODUCTS Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014 76 93% 77% 65% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Gen-narrators Millennials Generation X Baby Boomers Regularlypostopinionsabout productsorservicesonline
  77. 77. THIS TRAIT IS VERY STRONG IN ALL COUNTRIES, WITH INDIA TOP AGAIN 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% India South Korea Taiwan China Singapore Poland Brazil Hong Kong Italy Spain UK USA Japan France Australia Sweden Netherlands Germany Gen-narrators who regularly post opinions about products or services online – by country analysed Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014 77
  78. 78. BRAND ADVOCACY HAS TO BE AUTHENTIC AND FIT WITH THEIR PERSONAL BRAND Source: HARK real-time online research community, Good Rebels, Global, April 2015 78 “For me, it’s more about content. If you talk about a brand that’s doing something really interesting in a campaign and the content is interesting then I would share that.” Joash “I believe that it’s important to support the brands that you trust and you feel comfortable promoting.” Ally
  79. 79. GLOBAL PERSPECTIVE: GEN-NARRATORS USE THEIR INFLUENCE TO BOOST THEIR PERSONAL BRAND Source: HARK real-time online research community, Good Rebels, Global, April 2015 79 Russell “I share my opinions and interests pretty readily, but do so knowing that I am influencing and sharing my personal (online) 'brand’.” Tamara “Sharing good content helps you to be better positioned (personal branding) in your sector (as a reference).” Tamara
  80. 80. GEN-NARRATORS HAVE MORE POTENTIAL TO BECOME INFLUENTIAL BRAND ADVOCATES (SIMPLY FOR THE LOVE) Source: GlobalWebIndex, US data, Marketing implications, Brand activation, ‘What would most motivate you to promote your favourite brand online?’, Q1, Q2, Q3 2014 80 39% 32% 28% 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Gen-narrators Millennials Generation X Baby Boomers Motivationsforpromotingbrands online–‘loveforthebrand’
  81. 81. GLOBAL PERSPECTIVES 81
  82. 82. DIFFERENCES IN TRUST IN MEDIA 82 USA Cite UK media as trusted source of information. Less certain of trad/ new distinction. India Cite UK media as trusted source of information. Less certain of trad/ new distinction. China Distrust local media ‘propaganda’ Europe Cite UK media as trusted source of information. Less certain of trad/ new distinction.
  83. 83. DIFFERENCES IN VOICING OPINIONS AND PERCEPTION OF INFLUENCE 83 USA More openly opinionated. More confident in their role as influencer. India More cautious about sharing opinions, unless a local issue. China Hesitant to speak out in open online spaces. Rich Asia More cautious about sharing opinions, unless a local issue.
  84. 84. MORE POLITICAL FOCUS (FOR LOCAL ISSUES) IN INDIA AND ASIA 84 India Curate local political issues and niche communities Rich Asia Curate local political issues and niche communities
  85. 85. DIFFERENT FOCUS OF PERSONAL BRAND 85 USA Very aware of personal brand Brazil Very aware of personal brand UK Very aware of personal brand Europe Very aware of personal brand India Very aware of personal brand China Cautious Rich Asia Cautious
  86. 86. MILLENNIALS HAVE CHANGED THE TRADITIONAL NOTION OF INFLUENCE
  87. 87. THIS RESEARCH UNCOVERED 3 IMPORTANT FINDINGS • It’s not effective to generalise this whole generation • Gen-narrators tell a very different story about their generation 1. You can’t put all Millennials into one box • Influence is no longer owned by a select few - more Millennials are influential than we may initially think, and this influence is growing • Gen-narrators are intelligent, influential storytellers 2. Millennials have changed the traditional notion of influence • Yes, social media usage is increasing (across all generations) • But Gen-narrators have created much more complex media ecosystems than simply replacing traditional for social 3. Social media has not replaced traditional media 87
  88. 88. THE ROLE AND NATURE OF INFLUENCE IS CHANGING 88 AMPLIFIER GEN-NARRATOR GEN-NARRATOR GEN-NARRATOR
  89. 89. GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES Source: GlobalWebIndex, global data, audience profiling, Q1, Q2, Q3 2014 89 1% 29% 70% AMPLIFIERS GEN-NARRATORS MILLENNIAL FOLLOWERS
  90. 90. 70% AMPLIFIERS ARE THE CELEBRITY INFLUENCERS. THEY SHOUT LOUDER. Source: GlobalWebIndex, global data, audience profiling, Q1, Q2, Q3 2014 90 1% 29% AMPLIFIERS GEN-NARRATORS MILLENNIAL FOLLOWERS
  91. 91. 1% 29% 70% AMPLIFIERS GEN-NARRATORS MILLENNIAL FOLLOWERS GENERATORS ARE THE AUTHORITIES. THEY CUT DEEPER. Source: GlobalWebIndex, global data, audience profiling, Q1, Q2, Q3 2014 91
  92. 92. AMPLIFIERS Reach Popularity Virality Short-term Blast Depth Credibility Authenticity Long-term Knowledge GEN-NARRATORS
  93. 93. WHY SHOULD BRANDS CARE ABOUT DEPTH OVER REACH? 1. Gen-narrators have stronger and more meaningful ties to their networks than Amplifiers 2. Gen-narrators are more successful than Amplifiers at sharing brand information 3. Gen-narrators are more trusted sources of information online 93
  94. 94. 1. GEN-NARRATORS HAVE STRONGER AND MORE MEANINGFUL TIES 94 AMPLIFIER GEN-NARRATOR ✓  Reach more people ✗  Weak ties ✗  Less ability to influence action ✗  Reach fewer people ✓  Strong ties ✓  Connect to communities ✓  Can influence action
  95. 95. 2. GEN-NARRATORS ARE BETTER AT SHARING BRAND INFORMATION # Source of information Percentage 1 Consumer review on retail website 35.1% 2 Consumer comment/opinion on forum/message board 31.0% 3 Expert blogger review 19.8% 4 Recommendations from digital friend 19.4% 5 Endorsement from celebrity or well-known individual 19.3% Source: GlobalWebIndex, global data, Brand Discovery, ‘In which of the following ways are you most likely to find out about new brands, products or services?’, Q1, Q2, Q3 2014 95 In which of the following ways are you most likely to find out about new brands, products or services? Gen-narrator Amplifier
  96. 96. 3. GEN-NARRATORS ARE MORE TRUSTED SOURCES OF INFORMATION ONLINE Source: Edelman Trust Barometer, Q387-396, Global study, 2015 96 0% 10% 20% 30% 40% 50% 60% 70% 80% My friends and family An academic expert Companies I use A journalist Employees of a company A company CEO A well-known online personality Elected officials Celebrities Brands I don't use Trust in information created by each author on social networking sites, content sharing sites and online-only information sources Gen-narrator Amplifier Neutral
  97. 97. SOCIAL MEDIA HAS NOT REPLACED TRADITIONAL MEDIA
  98. 98. THIS RESEARCH UNCOVERED 3 IMPORTANT FINDINGS • It’s not effective to generalise this whole generation • Gen-narrators tell a very different story about their generation 1. You can’t put all Millennials into one box • Influence is no longer owned by a select few - more Millennials are influential than we may initially think, and this influence is growing • Gen-narrators are intelligent, influential storytellers 2. Millennials have changed the traditional notion of influence • Yes, social media usage is increasing (across all generations) • But Gen-narrators have created much more complex media ecosystems than simply replacing traditional for social 3. Social media has not replaced traditional media 98
  99. 99. WE KNOW THAT SOCIAL MEDIA USAGE IS INCREASING GLOBALLY Source: eMarketer; American Marketing Association. *Forecast Internet users who use a social network site via any device at least once per month. 99 0.97 1.22 1.4 1.59 1.79 1.96 2.13 2.29 2.44 0. 0.5 1. 1.5 2. 2.5 3. 2010 2011 2012 2013 2014* 2015* 2016* 2017* 2018* Numberofsocialnetworkusers worldwide(inbillions)
  100. 100. BUT TRADITIONAL MEDIA STILL PLAYS A VERY IMPORTANT ROLE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social networking Reading online news Reading print news Watching TV Percentageofeachaudience consumingmedia Source: GlobalWebIndex, Global data, time spent: in social networking, reading online press, reading physical press, watching TV Q1, Q2, Q3 2014 100
  101. 101. ROLE OF SOCIAL MEDIA Discovery Communication Connecting Facts Truth Depth ROLE OF TRADITIONAL MEDIA
  102. 102. GEN-NARRATORS BUILD SOPHISTICATED ECOSYSTEMS TO ACTIVELY CONSUME CONTENT FROM MULTIPLE SOURCES Source: HARK real-time online research community, Good Rebels, “Draw your role as a storyteller” Global, April 2015 102
  103. 103. SOCIAL MEDIA IS THE FIRST PLACE GEN- NARRATORS HEAR ABOUT THE NEWS 0 5 10 15 20 25 30 35 40 Social media News blog/aggregator News website TV Word of mouth RSS feed News app News print Radio Other app Where is the first place you hear about the news? Source: HARK real-time online research community, Good Rebels, global, March 2015 103
  104. 104. BUT THEY TURN TO TRUSTED TRADITIONAL MEDIA TO VALIDATE THE FACTS Source: Good Rebels, Crowd research panel, UK, January 2015 104 “I consider traditional media like BBC and Guardian good sources because of the established roots and strong brand” “I think more professional outlets have greater reputations for fact checking”
  105. 105. TRADITIONAL AND SOCIAL WORK TOGETHER, FEEDING OFF EACH OTHER TRADITIONAL MEDIA SOCIAL AUDIENCE SOCIAL FEED 105 Discover new content Breaking news Check the facts Depth and analysis Post and share Gain feedback
  106. 106. WHAT CAN MARKETERS DO ABOUT IT?
  107. 107. STOP FOCUSING ON THE AMPLIFIERS IF YOU WANT TO INFLUENCE DECISIONS 107
  108. 108. HARNESS GEN-NARRATOR’S POWERFUL INFLUENCE BY HELPING THEM TO BUILD THEIR AUTHORITY 108 Meet their Build their authority THIRST FOR KNOWLEDGE
  109. 109. ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT 109 Provide a For them to debate SAFE AND FOCUSED SPACE
  110. 110. ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS 110 Give them a That boosts their brand REASON TO RECOMMEND
  111. 111. GEN-NARRATORS ARE KEEN AND EAGER TO GET INVOLVED 111 Above all they want to To intelligent conversations ADD VALUE AND CONTRIBUTE
  112. 112. THEY CAN BECOME AUTHENTIC AND TRUSTED CONTENT DISTRIBUTERS 112 Because they are Your messages will spread TRUSTED CURATORS
  113. 113. GEN-NARRATORS HAVE A LOT OF POWER TO HARNESS 113 They are For the right reasons ACTIVE AND ENERGETIC
  114. 114. THE FINAL WORD FROM ONE OF OUR GEN-NARRATORS… Source: HARK real-time online research community, Good Rebels, Global, April 2015 114 Nana takes on her role online with a lot of responsibility
  115. 115. APPENDIX
  116. 116. BRAZIL: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST? Source: HARK real-time online research community, Good Rebels, Brazil, April 2015, Activity 1: Which of these online publications do you trust the most? 70% of ‘most trusted’ online sources were traditional 116
  117. 117. INDIA: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST? Source: HARK real-time online research community, Good Rebels, India, March 2015, Activity 1: Which of these online publications do you trust the most? 80% of ‘most trusted’ online sources were traditional 117
  118. 118. USA: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST? Source: HARK real-time online research community, Good Rebels, US, February 2015, Activity 1: Which of these online publications do you trust the most? 80% of ‘most trusted’ online sources were traditional 118
  119. 119. CHINA: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST? Source: HARK real-time online research community, Good Rebels, China, March 2015 119 CONSIDERED ‘WELL ESTABLISHED’ TRUSTED THE MOST
  120. 120. EUROPE: WHICH OF THESE ONLINE PUBLICATIONS DO YOU TRUST THE MOST? Source: HARK real-time online research community, Good Rebels, France, Spain, Netherlands, Germany, March 2015 120 NETHERLANDS SPAIN FRANCE GERMANY TRUST USE
  121. 121. RICH ASIA: GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES Source: HARK real-time online research community, Good Rebels, Rich Asia, February 2015, Activity 1: Which of these online publications do you trust the most? 121 CONSIDERED ‘WELL ESTABLISHED’ TRUSTED THE MOST

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