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This is my end-of-year graduate scheme project, presented to seniors within the DAS remit in November 2011. The presentation looks at the impact of social media on the modern, digital-savvy consumer and furthermore, suggestions on how agencies need to adapt the way they look at research, profiling and segmentation.
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CURATED IDENTITIES
Gavin HiltonRapp UK
Tom HarrisonDAS NY
Steve GroutTBCH UK
Dave KayeFlamingo UK
Cindy TrishCommunispace Peter Russell
TBCH UK
Dominik Von JanProximity NY
Thomas WatsonOmnicom
Pam LarrickJavelin NY
Karen ZahorskyDAS NY
Ozioma EgwuonwuRapp NY
Diane MurphyDAS
Sally WilliamsDAS
Andy Hobsbawm
DAS
Ednyfed TappyFlamingo
Sam HornsbyFlamingo NY
Sarah MorningAgency Republic UK
Stephen MurrayOrganic NY
Emma GildingIn:Site NY
Scott HagedomAnnalect NY Mark Stapylton
Hall & Partners NY
Camilo LaCruzRAPP NY
THE SHIFT
CONSUMERS?
MARKETERS?
RECOMMENDATIONS
THE SHIFT
Humans are brought together through an
innate human need to belong
The social media landscape reflects our natural instincts
THE NOTION OF SHARING IS PRIME
I SHARE THEREFORE I AM
Social media has facilitated a fragmentation and curation of identity within the modern consumer
DAUGHTER
SPORTSWOMAN
GRADUATE
FRIEND
SHAREINTERACT
INSPIRE
CONSUMER?
IMAGE MATTERS
Social media = many conversations with many people all
at the same time
COMMUNITY?
COMMUNITY?
COMMUNITY?
COMMUNITY?
‘Artists’ who use technology to
create
Performance Enhancers
Rebels who wish to escape traditional
society
OLD
NEWFemale18-49
Male30-45
Male18-24
Gavin HiltonRapp
Tom HarrisonDAS NY
Steve GroutTBCH Dave Kaye
Flamingo
Cindy TrishCommunispace
Peter RussellTBCH
Dominik Von JanProximity NY
Thomas WatsonOmnicom
Pam LarrickJavelin NY
Karen ZahorskyDAS NY
Ozioma EgwuonwuRapp NY
Diane MurphyDAS
Sally WilliamsDAS
Andy Hobsbawm
DAS
Ednyfed TappyFlamingo
Sam HornsbyFlamingo NY
Sarah MorningAgency Republic Stephen Murray
Organic NY
Emma GildingIn:Site NY
Scott HagedomAnnalect NY Mark Stapylton
Hall & Partners NY
ELICIT UNIVERSAL MOMENTS
Consumers are less easy to separate into distinct groups
MUMSNON-MUMS
MUMS
COLLEAGUEHUSBAND
18-24’SFRIENDS
FAMILY
LECTURER
COLLEAGUE
YOUNG PRO’S
BOYF/GIRLF
FRIENDS
COLLEAGUE
BOSS
Multiple identities
of consumer groups
MUMS
MUMS MUMS
MUMS
MUMS
MUMS
MUMS
TRIBEMUMS
NON-
MUMS
MUMS
COLLEAGU
E HUSBAND
MUMS
Tribes unite through similarsub-identities
TRIBE
MARKETERS?
Social media has facilitated a fragmentation and curation of identity within the modern consumer
Many conversations with many people all
at the same time
Mobile allows you to live in the moment
ADIDAS
RECOMMENDATIONS?
PUT YOUR WAR PAINT ON
Consumer tribes are vital to get the deep insights needed to understand the modern consumer
BE STRONG
Embrace flexibility but don’t lose sight of who you are
WE BELONG TOGETHER
Humans are brought together through an innate human need
to belong
GET MOBILE
Seize the opportunities that mobile offers in order to get to the heart of the consumer
LOOK AND LISTEN
In this digital landscape agencies need to adapt to ensure that insight is linked to real-time
“We have seen a similar upheaval in marketing before. In the 1960s, marketers who embraced the power of television, broad-based insights into psychology and demographic data created world-class brands and billions of dollars in value. At that time, if you didn’t advertise on TV, you lost. Today’s new tools offer a similar choice: Build a deep understanding of your customer, or risk irrelevance.” Jamie Beckland, Mashable, 2011
Alexandra [email protected]
