BDMM 4336 Transforming Society Class 10 Fall 2011 @AndreaGenevieve [email protected] Society and the Web
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BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Society and the Web
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
It’s a Generation Thing
• Boomers live in the real world, we live in the real and digital world
• Security is a larger concern to older gens
• Technology= power
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Concerns
Identity
Privacy
Security
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Buying Power
• Who wears the pants in the house?
• Who is the real consumer?
Source: Marketing Charts
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Cyberbullying
• Obsession with celebrities and 15
min of fame
• Parents aren't to blame
• Impossible to monitor 24/7 behavior
online
Source: CBS News Video
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Parents of Tomorrow
• Better at raising children
• Travel more
• Open to new ideas
• Embrace technology
• Use tech in all life stages
• Ex: the rise of the Mommy Blogger
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Digital Footprint
• Your info is out
there
• HR people look at it
• Its only going to
grow as you get
older
• Persistence,
Replicabilty,
searcabilty,
scalabilty,
delocatabilty
• GOOGLE Yourself
regularly
Source: slideshare
presentation
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Facebook’s Timeline
Lifestreaming
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Technology and
Democracy
• The Net Gen isn’t passive
• Can’t talk “at” Gen Y
• Grassroots approach
• Active citizenship
• Transparency is essentials
• Scandals are the norm
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Obama’s Perfect Tech
Storm
• Used tactics to support 8 Net Gen
norms :
Community
Personalization
Sharing
Conversation
Innovation
Collaboration
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Why Obama Won
• Email marketing
• First real 2-way technology campaign
• Personal connection
• Evangelists spread the message for him
• Start of Gov 2.0
Black Eyes Peas video
Our political system will never be the same.
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Gov 2.0
uses the technology and innovation of Web 2.0 to address the needs of government.
The bottom line: Entrepreneurs are creating online businesses that make the government more transparent, efficient, and responsive.
http://gov20.govfresh.com/
• Gov 2.0 Summit, Gov 2.0 Expo
• Microsoft guides
Follow @digiphile
Source:
Open Government Partnership Video
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Making the World Better
Take action for those who come after
us.
Sadly, we inherited a mess.
(poverty, obesity, recession, global
warming, sustainability, health care)
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Pre-Internet Activism
• Fax machines
• Flyers
• Posters
• 1 800 numbers
• Cold calling
• Direct mail
• Community events
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Organizing with technology
• Organize with the click of a button
• Meetup.com
• Volunteer.org
• Flash mobs
• Your largest asset to communicators is your network
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
College Students
• MTV Fight For Your Rights
• % of Gen Y Volunteer in college
• We believe its an obligation
Source: MTV Fight For Your Rights
Commercial
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
What does this mean for
marketing?
• Rise of the social conscious business
• Get What you give example
• Groupon G- Team Charity
• Give As You Get
• Charity Water campaigns
• Bre.ad
• Toms Shoes
• Social Good Conference
• It’s a movement, Publicyte article
BDMM 4336
Transforming
Society
Class 10
Fall 2011
@AndreaGenevieve
Moving Forward
• Get involved early on
• Build social good from the beginning
• Always think of the 8 norms
• No more PR for PR’s sake
• Future Gen’s are poised to change the
world
• Is technology changing the way we think?
Or is the way we think changing
technology?
Think about it.
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