Digital technology has changed the way people consume digital media; anyone can produce content: can be a moviemaker, a blogger or a musician. GenC: the consumers who produce and share their own content. They mix their own music, edit their own videos, and post their photos and comments on the web. What does GenC mean to digital media producers? How do you proactively interact and engage with GenC? This panel discussion will provide an overview of GenC and will also examine the impacts (or not) that digitally minded people have on different industries.

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5. Gen C in a word www.jakepearce.com – breakthrough strategy 1. P sychographic C

6. 1. P ’graphic | D igital Influencers www.jakepearce.com – breakthrough strategy 10% Source : Citizen Marketer – Huba & McConnel 2003

9. 2. D oing |Digital Driver www.jakepearce.com – breakthrough strategy

10. 2. B eing |Overloaded leads to CONTROL www.jakepearce.com – breakthrough strategy

11. 2. C = Control www.jakepearce.com – breakthrough strategy control

12. 3. So what? Wrong focus Messaging vs Connection www.jakepearce.com – breakthrough strategy

13. 3. S o what? WOM drives digital and marketing doesn’t ‘get it’/overlooks it www.jakepearce.com – breakthrough strategy WOM = 80% Digital = 20%

14. 3. So what? The rise of Referral Marketing www.jakepearce.com – breakthrough strategy GEN C “ talk more than they type”