Generation C and You(tube)

Todd MerryChief Marketing Officer

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Overview

A. Introducing Gen C – The YouTube Generation

B. Introducing the new video celebrity – The Culinarian

C. What this could mean to your business

D. Who can help

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Generation C

Gen C is a powerful new force in consumer culture. It’s a term we use to describe people

who care deeply about creation, curation, connection, and community. It’s not an age

group; it’s an attitude and mindset - and here are 8 of its defining characteristics.

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Gen C is a state of mind

80% of millennials is made up of Gen C 1 – YouTube’s core (though by no means only) audience2. But Gen C is more than an age-group; it’s a mindset defined by creation, curation, connection and community.

1. Forrester Technographics Q2 20122. 2. YouTube, ComScore Metric Jan 2013, Nielsen

Netview Dec 12

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Gen C strives for expression

Fueling culture with photos, videos, memes, mash-ups...

67% of Gen C uploads their own photos to social networks3

3. Engaging Generation C, November 2012

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Gen C is a taste-maker

Gen C sets the trends and determines what’s going to be popular next, with an influence that accounts for

$500bnof spending a year in the US alone4 For Gen C, decision-making is a team sport...

85%of Gen C relies on peer approvals for buying decisions54. Barkley’s

5. Engaging Generation C, November 2012

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Gen C defines the social network

Social interactions give Gen C its sense of self. They are what they share, like, +1, comment on, and retweet...

88%

of Gen C has a social profile, with

65%

updating it daily6

6. Forrester Technologies Q2 2012

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YouTube is Gen C’s habitat for entertainment

Gen C is twice as likely to be a YouTube viewer than the general population7 – and

40% more likely to be only a light TV viewer8

7. GfK- MRI, Spring 20128. GfK- MRI, Spring 2012

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Gen C is constantly connected

Gen C eats, sleeps, and breathes the internet across devices. Literally...

91% of Gen C sleeps next to a smartphone9

9. Engaging Generation C, November 2012

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Gen C connects on all screens

With falling data costs and rising network speeds, mobile video is set to explode. YouTube has the same reach with Gen C on smartphones as it does on desktop – in fact

80% of Gen C with a smartphone watch YouTube. Year-on-year the number of Gen Cs watching YouTube on smartphones has increased by 74%10

10. YouTube-Nielsen Multiscreen Audience Study November-December 2012

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Gen C values relevance and originality

Gen C values great conversations that are aligned with its own interests

39%aren’t opposed to ads when they are relevant11

11. YouTube-Nielsen Multiscreen Audience Study November-December 2012

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In their own words

Meet Gen C

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If you want to be on TV be a chef, not an actor

• The first truly popular TV cooking show was “The French Chef” with Julia Child begun in 1963

• The first celebrity chef – a true chef turned TV star – was Emeril Lagasse on “Emeril Live” in 1997

• There are approximately 100+ cooking series on American TV in any given week

• 8 out of 10 Americans have watched a cooking show in the last month

• 57% of Americans have purchased a product they have seen on a cooking show

• The Food Network has been in the top 10 of basic cable channels for the last four years

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From Top Chefs…

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…to Impossible Chefs…

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…to Chopped Chefs…

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…to cursing chefs...

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…to home chefs.

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Gen C, Video and You

• Gen C is not a passing fad but the future of how customers consumer content

• People love to watch people cook• You, and your teams, cook!• How can we leverage the intersection of two,

ongoing mega-trends?

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Idea 1: Sportservice

• Customer Reality: Many fans will eat outside the park before coming in – tailgating, local restaurants or bars

• Business Challenge: Get people excited about eating at the ballpark

• Gen C Idea: Invite selected fans into the kitchens before the game (or on an off-day), video a food demo for them

• The Hook: We post it, fans post it, lots of people see it, people get excited about eating at the stadium/ballpark/arena

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Idea 2: THS

• Customer Reality: People have choices at most of our airport locations – and they often believe that airport food isn’t “real” food

• Business Challenge: Get people to choose our location and to look forward to eating there when they travel (“my vacation starts when I pass through security and get a table at the Food Network Kitchen in Fort Lauderdale…”)

• Gen C Idea: Video short demos of our chefs at the airport, 2-3 minutes, and post them up on YouTube and other travel sites

• The Hook: We post it, fans post it, lots of people see it, people get excited about eating at our airports locations

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Idea 3: G&E

• Customer Reality: Competition for customers increases daily in regional gaming – larger competitors often become the weekend destination of choice

• Business Challenge: Capture that Friday/Saturday night visit

• Gen C Idea: Set up cooking demos/classes out on the floor on a Friday/Saturday night. Send out invites to get customers to the events

• The Hook: We post it, fans post it, lots of people see it, people get excited about eating at our restaurants and come to the location on a Friday or Saturday night

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Idea 4: P&R

• Customer Reality: In the off-season or shoulder season it’s tougher to attract customers

• Business Challenge: Get more people to your location – for a meal or a stay

• Gen C Idea: Create an off-season weekly cook-offs between your in-house chefs, in front of guests

• The Hook: We post it, fans post it, lots of people see it, maybe the news picks it up, people get excited about coming to your location. Your chefs get to be creative and have some fun

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Who can help you?

Victoria Hong – video veteran

Jesse Baier – culinary communicator

Maria Corrales – digital diva

Kerry Hassen – social socialite

These folks can help you create the content

These folks can help you get the content in front of your customers

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What – I hope – you have taken away from today

• A large number of your customers love content - creating, consuming, curating

• And they make buying decisions based on what they see

• And everyone loves food content – especially seeing chefs cook (who knew?)

• And you are chefs/culinarians – you are in demand!

• We can help you become Gen C stars!

THANK YOU