digital natives: the new generation
TRANSCRIPT
DigitalNatives
Jean HeninRafael MartínJonatas Melo
Stephanie Weg
Videohttp://www.youtube.com/watch?v=sIFYPQjYhv8
Why are we here?
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A new generation is…already here
• Digital Natives are ~30% of the total population in developed countries
• By 2018, Digital Natives will constitute 50% of the working population
• 90% owns a computer• 80% owns a mobile phone• Spend more time online than watching TV
(Source: Pacific Northwest Apprenticeship Symposium 2009, Forrester Technographics Benchmark Survey (2008) & International Database (IDB)
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There are clear generational differences in online activities
• Online games• Instant messaging• Social networking• Download music• Blogging
• Health info• Buying online• Online banking• Government sites• Religious info
Digital Natives Digital Immigrants
Collaborative Reactive
(Younger than 31) (Aged 31 and above)
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The world is getting mobile…
2007 2008 2009 2010 2011 2012 2013 2014 20150
500
1000
1500
2000
2500
Mobile Internet usersDesktop internet users
Desktop vs Mobile(million users)
In 2014, more mobile internet users than desktop ones are expected(Source: Morgan Stanley Research)
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…and socialEmail vs Social Networking
(minutes spent)
(Source: Morgan Stanley Research)
2 years ago, users spend more time on Social Media than on emails
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Brands are promoting themselves through different media
Brands # Fans(million)
Starbucks 7.7Skittles 4.9Oreo 4.7Redbull 4.2Victorias’s Secret 3.7Pringles 3.4Adidas Originals 3.0
(Source: Facebook)
Facebook Fans
What are YOU doing?
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Objectives• Becoming aware of a generational
change• Learning about how companies could
be impacted: risks and opportunities
• Broadening your perspective to think about future strategies
1. Who are Digital Natives?
Videohttp://www.youtube.com/watch?v=7_zzPBbXjWs
Digital Natives
(Source: “Digital Natives, Digital Immigrants” – Marc Prensky (2001))
Digital Immigrants
The Digital World is populated by Digital Natives and Digital
Immigrants
• Adopters• Speakers with an accent
• Grown up in a digital world• Native speakers of digital language
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The most common applications among the Digital Natives are Facebook, LinkedIn,
…
(Source: www.facebook.com & www.facebakers.com)
• Personal home page• Status updates• Pictures• Events
• 400+ mm active users• 3+ bn photos / month# 2
• Professional profile• Networking• Job search
• 70+ mm members• All Fortune 500 companies# 29
(Source: www.linkedin.com)
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… YouTube, Twitter and Blogs
(Source: www.facebook.com & www.facebakers.com)(Blogs)
• User-generated info• Easy to create content• Interactive
• 113 mm blogs (2008)
# 3
• Video sharing platform• Comments & Rating
• 2 bn views / day• 24 hours uploaded / min(Source: http://www.digitalbuzzblog.com)
• Real-time status updates• Private messaging• Retweeting (forwarding)
• 106 mm active users• 50 mm tweets / day# 11
(Source: Twitter Chirp & www.rjmetrics.com)
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Digital Natives shape the digital world…
…and the digital world shapes the Digital Natives
Digital dependent
Entitled
Participatory
Playful
Instantaneous
2.- Characteristics and Behaviors
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Playful
Love to experiment and create – in unconventional ways
Benefits• Intuitive• Dare to try and risk• Unleash imagination• See work as fun
Challenges• Not target oriented• Unstructured• Find, don’t memorize• Disruptive
• More than 1.5 millions pieces of content are created dailywww.facebook.com
•17% of US top companies have disciplined an employee for violating message board policies 19
Playful Entitled Digital Dependent ParticipatoryInstantaneous
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Entitled
Demand rather than ask – feel that life owes them something
Benefits• Aware of needs• Autonomous• Follow their dreams• Pursue happiness
Challenges• High expectations• Egocentric• Embrace individuality• Low threshold to quit
15% expect more frequent opportunities to change jobslife Robert Half International
Biggest driver for resignations: failure to meet expectations http://www.humanresourcesmagazine.com.au/articles/FB/0C0516FB.asp 21
EntitledPlayful Digital Dependent ParticipatoryInstantaneous
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Instantaneous
Want to be constantly engaged – sometimes at a cost
Benefits• Instant reaction• Multitasking• Cross-referencing • Adapt to change easily
Challenges• Get bored easily• Lower task quality• Unfocused• Instant gratification
The collision risk of drivers is 23 times greater when texting http://www.keyorganization.com/time-management-statistics.php
Shipping that takes longer than 2 days is a reason not to buy
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InstantaneousPlayful Entitled Digital Dependent Participatory
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Digital dependent
Famous digital star - prisoner of the technology
Benefits• Perform well remotely• Are mobile• Inclusive recognition• Access to network
Challenges• Technology as a goal• What’s "OMG2bad4U” ? • Lost in a virtual world• Fans take over brands
85% use social networking sitesPricewaterhouseCoopers LLP
200 millions searches every day on GoogleGoogle
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Digital dependentPlayful Entitled ParticipatoryInstantaneous
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Participatory
Give and take active participation – whether expected or not
Benefits• (Inter-)Active• Prepared to share• Collaborative• Sustain culture
Challenges• Expect to be engaged• Demand power• Unlimited sharing• Time to delivery
Digital Natives prefer consensus over hierarchical decisions http://www.millennialinc.com/Millennial_Inc_PRINTPDF.pdf
Word-of-mouth is the preferred information source 42% http://www.millennialinc.com/Millennial_Inc_PRINTPDF.pdf
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ParticipatoryPlayful Entitled Digital DependentInstantaneous
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Remember: Digital Natives are…
Digital dependent
Entitled
Participatory
Playful
Instantaneous
3. Implications to Companies
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Behavior and technology deeply affect traditional marketing
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Web Page Games YouTube FacebookMyspace Twitter
VALUE PROPOSITION
Consistency of value proposition accross all virtual media is
fundamental
> 230.000 “like this”
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Total Views > 3.8 million
Consistency of value proposition accross all virtual media is
fundamental
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Should the PR and CRM policies incorporate Social Media capabilities?
Good PR on twitter can be beneficial for a
company
Bad PR on twitter can destroy a
company
Micro-blogosphere
Blogosphere Highly
traffickednews
websites &blogs
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Comcast said… yes!
+• Monitor brand comments• Answer every tweet• Customer service tool
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But social media can also be very dangerous if not well managed
(Source: Welcome to the world 2.0: Fahri Karakas)
Talent Management should focus on leveraging Digital Natives capabilities
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Google people management practices are innovative and address digital natives needs
US$ 21 billion in revenues
Trust Freedom Confidence
Working time80:20 rule
Personal Project Google
(Source: www.google.com)
4. Take aways
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Going back to your business, leverage the opportunities Digital Natives
bring…
…achieving a balance that works for all generations
Me - Explore
Employees - Listen
Customers - Serve
Think...
then…
REthink
Thank you very much
Jean Henin, France [email protected] 7 years international operations in FMCG (L’Oréal, Electrolux, Nespresso)
Rafael Martín, [email protected] 7 years IT Consulting as an entrepreneur (Emergya)Future: IT Consulting, focused on Social Networking
Jônatas Melo, [email protected] 10 years Supply Chain, Logistics, Projects and Sales in Oil & Gas and Industrial products (ExxonMobil, Cosan)
Stephanie Weg, Germany [email protected] 5 years International IT Project Management in Industrial Applications, Healthcare (Siemens)
Back-up slides
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Generational differences in online activities: Millennials win..
(Source: Pew Internet and American Life Project)
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… though not in all activities… yet!
(Source: Pew Internet and American Life Project)