CLASS OF 2015

The Social Conference 2012 Miriam Melchers & Sebastian Bench

Meet the Class of 2015

MEET THE CLASS OF 2015

WHAT WE SET OUT TO LEARN

Who are they and what makes them unique?

How do they use technology and social media?

What does all this mean for my brand?

HOW WE GOT TO KNOW THEM

5,000 SURVEYS FOCUS GROUPS USER-GENERATED VIDEO

THIS IS WHO THEY ARE

THEIR VALUES HAVE BEEN SHAPED BY FAMILY AND FRIENDS

DEDICATION

DISCIPLINE

MODESTY

LOYALTY

PRIVACY

TRUST

CULTURAL AND HISTORICAL EVENTS SHAPE THEIR OUTLOOK

THEY USE TECHNOLOGY TO PROJECT POSITIVE INFLUENCE ON THE WORLD

THEY DEFINE THEMSELVES WITH:

Meet the Class of 2015

5 WAYS TO FRIEND THE

CLASS OF 2015

HELP THEM THEIR PERSONAL BRAND, AND THEY WILL BE MORE LIKELY TO “LIKE” YOURS

1 express

THEY LIVE IN A PUBLIC WORLD OF FANS AND FOLLOWERS

66%

have over 300 friends on Facebook.

Top 10%, over 1,000.

52%

make their Facebook Places & Foursquare check-ins public.

91%

would look up a store after learning their friend had checked in.

ENTERTAIN

INFORM UTILITY REWARD

RECOGNIZE

INTEGRATE VIA THEIR NEED STATES

A COOL BRAND MEANS BEING POPULAR WHILE ADDING VALUE

CUSTOM DESIGN

PERSONALIZED NIKE SHOES

IPHONE / SPOTIFY THEIR OWN SONG LIST

NO LOGO T SHIRTS

AMERICAN APPAREL

THEY PREFER BRANDS THEY CAN MAKE THEIR OWN

COKE FREE STYLE

BOND

CONNECT

RELATESHARE

EXPERIENCE

They become part of a network (can also start o!ine)

They search for mutual points of

interest

They share these experiences;

the more memorable – the longer

the conversation

CLEAR LINE BETWEEN FACEBOOK & ‘REAL’ FREINDS

84% sharing photos of themselves

77% sharing their music choices

69% are ok with sharing their sexual orientation online

KNOW WHAT’S TABOO AND WHAT’S SOCIALLY ACCEPTABLE ONLINE

WHAT IS NOT 30% ok with sharing history of products they purchased

23% ok with sharing their phone number

14% ok with sharing their physical location

VS. WHAT IS ACCEPTABLE

THEY COMMUNICATE

24/7 AND EXPECT THE SAME FROM YOUR BRAND

4

DEVOURING MOBILE VIDEO CONTENT AND SHOPPING APPS

65% Use mobile phone apps to price compare

32% Make mobile purchases at least once a week

{ 2x as much as any other demo. Nielsen Study (12-17 year olds), June 2011 }

{ Piper Jaffray Survey of 4,500 teens - April 2011 }

7 HRS Watch over 7 hours of mobile video, 2x as much as any other generation

THEY ARE AN UPGRADEABLE, DOWNLOADABLE CULTURE

report researching the next model for their current product, immediately after making a purchase.

65%

GET TO KNOW THEM BEFORE YOU ASSUME WHAT THEY WANT

5

Class of 2010

THEY HAVE SHIFTED BRAND PREFERENCE

Class of 2015

How expensive is it? Rich/bling

Status Celebrity influence

Brand signature: Gucci

Knock-offs

How new is it?

Cool/down low Performance

Friends’ influence

Personalized signature: Nike ID

Original

INVITE TO PARTICIPTATE

HOW TO JOIN FORCES WITH

THEM?

Meet the Class of 2015

CONSUMER POWERED NETWORK

Blog

Digital tool kit

Top Ideas

Photo albums

Reporting

Polls

Payments/ RepRewards™

Leaderboard

Group Calendar

COMING SOON…

London, Exeter, Edinburgh

Amsterdam

New York Atlanta

Madrid

Brussels, Gent

Paris

Milan

Zurich

Trondheim

Stockholm, Gothenburg. Malmö

Copenhagen

Hamburg, Berlin, Cologne, Munich

Beijing

Sydney

Abu Dhabi Mumbai

Why companies join RepNation

1.  Insights, activation, ROI track record

2.  Complete tooling

3.  Cost efficient licensing model

4.  Participate in body of knowledge

5.  Short time-to-market

QUESTIONS?

CLASS OF 2015

THANK YOU!

@miriam_melchers @sbench