curated identities

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 Hanlonalexandralhanlon@gmail.com