Do you speak emoji? The complicated relationship between young people and social media

😱 !!! The 🏠 is 🔛 🔥 and the 😸 is eating all the 🍩 ! I'm 📌, 🙏 🆘 me. Bring 💧 and 🍸.

Or… do you speak emoji? The complicated relationship between young people and social media.

Where did social media come from? And where is it going?

1993 Source: https://www.youtube.com/watch?v=KDxqfgIDvEY

It has tapped into a yearning to connect.

2015

We’re moving into an era when the most human companies will win.

Which platforms do 16-24 year olds use at least weekly?

55.90% 54.10%

11.10%

29.20%

6.90% 10.60%

29%

35.60%

14.30%

36.50% 36.40%

Source: GlobalWebIndex, November 2015

Which platforms do 16-24 year olds use at least weekly?

55.90% 54.10%

11.10%

29.20%

6.90% 10.60%

29%

35.60%

14.30%

36.50% 36.40%


How many hours do you spend social networking during a typical day?

11.40%

18.70% 20.60%

13.70% 10.50%

8.20% 6% 6.60%

4.20%


How many hours do you spend social networking during a typical day?

11.40%

18.70% 20.60%

13.70% 10.50%

8.20% 6% 6.60%

4.20%

49.2%


What are you main reasons for using social networking sites?

46.9

35.1 28.7

49.8 44.2

18.8

31.6

17.9 11.4 10.3

15.8 20.1 22.1

40.2

59.7

41.5


Creators upload video, write articles and blog posts, manage their own site or contribute ideas for products and services. Sharers upload photos and images, like or share other people’s content using sharing widgets or on social networks and communities, or invite friends to join them on social networks. Commentators ask or answer questions on sites like Yahoo Answers or Quora,

comment on stories, post comments on forums or message boards, or ask brands questions using micro-blogging services. Reviewers post reviews of products and services. Socialisers use social networking and micro-blogging sites to keep in touch with friends and contacts. Passives are none of the above.

Social behaviours


Social behaviours

55.5

43.7

11.7

33.2

67.4

55.3

Source: Global Web Index, November 2015

What would you share?

Tell me something personal.

Essena O’Neill Source: https://vimeo.com/145478100

You must trust and believe in people, or life becomes impossible.

“ “

Anton Chekhov, Uncle Vanya, 1896

32%

34%

40%

45%

46%

52%

53%

60%

70%

72%

Brands I don't use

Celebri3es

Elected officials

A well-‐known online personality

A company CEO

Employees of a company

A journalist

Companies I use

An academic or expert

My friends and family

We trust friends and experts

TRUSTED

DISTRUSTED

Trust in information created by each author on social networking

sites, content sharing sites, and online information sources.

Source: Edelman Trust Barometer, 2015

Consumer journey

3

4

1

2

Purchase

Awareness

Evaluation

Consideration Bond

Advocate

6

5

7

LOYALTY LOOP

Enjoy

Trigger

Source: McKinsey & Company, 2009

UGC crucial for consideration and evaluation

Influencer

Branded

User generated

3

4

1

2

Purchase

Awareness

Evaluation

Consideration Bond

Advocate

6

5

7

LOYALTY LOOP

12% 10% Enjoy

16%

Source: Nielsen, The Role of Content in the Consumer Decision Journey, 2014

User generated content is king. Particularly for our audience.

What will you change?

Thank you for 👂ing and 👋 ing and 👋 🙏 👏 [email protected] @markralphs @bloomworldwide

Social Media

Do you speak emoji? The complicated relationship between young people and social media