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CREATING TRIBAL IDEASFOR GENERATION C
NOKIA WORLD 200948° 47’ N
9° 12’ EDan Pankraz
Dan Pankraz
Youth Planning SpecialistDDB Sydney
danpankraz.wordpress.comtwitter.com/[email protected]
Thursday, March 12, 2009 McDonalds Australia – Youth & social media presentation © DDB All rights reserved
Tribal ideasSPARK A RAPID MOBILISATION OF YOUTH VIA
SOCIAL MEDIA PLATFORMS.
They inspire members of youth tribes to connect with each other and PARTICIPATE in a
brands story, helping craft the outcome
GENERATION C BORN FROM SOCIAL MEDIA
‘CONNECTED COLLECTIVE’
HAPPINESS =
BEING PART OF THE TRIBE
HERD = GEN X
GEN C = SWARM BEHAVIOUR
‘WE’ NOT ‘ME’
CONSTANT CONVERSATIONS
38 HOUR DAYiTunes
MP3MMORPGs
Avatars
iMovie
CGI
YouTube
iPodDV cam
Blogs PSP
Xbox
Apps
WiiAV remixes
USB MySpaceMusic
Chat rooms
IM Camera phones
Mash-upsSkype
Sidekick / Hiptop
UGC
Online profiles
Twitter Flickr L8R ;-) File sharing
WiFi
WikiHD Widgets
Torrent
VOIP
iphone Google
CYBORG
SOCIAL OXYGEN
CONTROL
CO-CREATION
COMPETITIVE Who is with who?
Who is/isn’t invited?
What’s she wearing in that pic?
What’s going on this weekend ?
What’s on next?
CHAMELEONS
CURIOUS
AGENTS OF CHANGE
CELEBRITY
THE 3 C’S OF
CREATING TRIBAL IDEAS
1. CONVICTION
TAP INTO DREAMS
MAKE A DIFFERENCE
GIVE THEM A VOICE
BE AUTHENTIC AT ALL COSTS
Ken BlockChief Brand Officer/Co-Founder
WHY WILL THEY
FOLLOW
2. COLLABORATION
DO STUFF
WITH AND FOR GEN C
NOT AT THEM
PARTNERS
IN
PRODUCTION
MAKE IT SOCIAL
INTIMATE GESTURES
UNLEASH THEIR CREATIVE SIDE
DISCOVERY
RE-IMAGINE
CONTINUOUS CONVERSATIONS
NOT
CAMPAIGNS
REAL TIME INFLUENCE
LISTEN TO YOUR BRAND FANS
3. CULTURE CREATION
NIKE FOOTBALL ‘BOOTCAMP’ HELPS YOU TRAIN LIKE A PRO
CULTURE JAMMING
CONVICTION
COLLABORATION
CULTURE CREATION
IT’S NOT WHAT YOU SAY THAT’S IMPORTANT,
IT’S WHAT YOU DO
