Creating Tribal Ideas for Gen C - By Dan Pankraz for Nokia World '09

CREATING TRIBAL IDEASFOR GENERATION C

NOKIA WORLD 200948° 47’ N

9° 12’ EDan Pankraz

Dan Pankraz

Youth Planning SpecialistDDB Sydney

danpankraz.wordpress.comtwitter.com/[email protected]

Thursday, March 12, 2009 McDonalds Australia – Youth & social media presentation © DDB All rights reserved

Tribal ideasSPARK A RAPID MOBILISATION OF YOUTH VIA

SOCIAL MEDIA PLATFORMS.

They inspire members of youth tribes to connect with each other and PARTICIPATE in a

brands story, helping craft the outcome

GENERATION C BORN FROM SOCIAL MEDIA

‘CONNECTED COLLECTIVE’

HAPPINESS =

BEING PART OF THE TRIBE

HERD = GEN X

GEN C = SWARM BEHAVIOUR

‘WE’ NOT ‘ME’

CONSTANT CONVERSATIONS

38 HOUR DAYiTunes

MP3MMORPGs

Avatars

iMovie

CGI

YouTube

iPodDV cam

Blogs PSP

Xbox

Apps

WiiAV remixes

USB MySpaceMusic

Chat rooms

IM Camera phones

Facebook

Mash-upsSkype

Sidekick / Hiptop

UGC

Online profiles

Twitter Flickr L8R ;-) File sharing

WiFi

WikiHD Widgets

Torrent

VOIP

Facebook

iphone Google

CYBORG

SOCIAL OXYGEN

I WANT TO LIVE SPONTANEOUSLY

CONTROL

CO-CREATION

COMPETITIVE Who is with who?

Who is/isn’t invited?

What’s she wearing in that pic?

What’s going on this weekend ?

What’s on next?

CHAMELEONS

CURIOUS

AGENTS OF CHANGE

CELEBRITY

THE 3 C’S OF

CREATING TRIBAL IDEAS

1. CONVICTION

TAP INTO DREAMS

MAKE A DIFFERENCE

GIVE THEM A VOICE

BE AUTHENTIC AT ALL COSTS

Ken BlockChief Brand Officer/Co-Founder

WHY WILL THEY

FOLLOW

2. COLLABORATION

DO STUFF

WITH AND FOR GEN C

NOT AT THEM

PARTNERS

IN

PRODUCTION

MAKE IT SOCIAL

INTIMATE GESTURES

UNLEASH THEIR CREATIVE SIDE

DISCOVERY

RE-IMAGINE

CONTINUOUS CONVERSATIONS

NOT

CAMPAIGNS

REAL TIME INFLUENCE

GROUNDSWELLS

LISTEN TO YOUR BRAND FANS

3. CULTURE CREATION

NIKE FOOTBALL ‘BOOTCAMP’ HELPS YOU TRAIN LIKE A PRO

LYNX CREATES DIGITAL TOOLS TO HELP GUYS ‘GET IN THERE’

CULTURE JAMMING

CONVICTION

COLLABORATION

CULTURE CREATION

IT’S NOT WHAT YOU SAY THAT’S IMPORTANT,

IT’S WHAT YOU DO

danpankraz.wordpress.com

[email protected]: danpankraz