phd grady creative collective presentation 2014
TRANSCRIPT
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Victoria Skinnerrandon Murphy Abby Jensen
Yates Webbhanning Jones
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Are young adults receptiveto havingrelationshipswith brands?
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We want to feel special because we
think we are
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We want our own uniqueimage.
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Brands: ExtensionsofOurselves
Is it really a relationship?
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Brands: ExtensionsofOurselves
Is it really a relationship?
Brands have
personalities
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What is the currencyof these relationships?
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What is the currencyof these relationships?
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Brand Loyalty: Its More Than Just
Buying a ProductMostMillennials are loyal to
at least a fewbrands
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Status Symbols
We want to seem cool
to those around us
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connect to
Freecontent
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Howdo we find out aboutthe bestproducts?
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AbbyWhat worksOur many screens
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What worksandwhat doesnt ?
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Quality, Style and Power On to the Next Thing
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By using big-name celebrities,
the ads hold my attention.[[
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Brand
Communities
Theneed
for aunique
experience
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Young adults relationshipswith their manyscreens.
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Loyalty to the
Laptop
Constantly
Connected
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Tabletsa noveltyitem
My mom and mybrother both
have tablets, but Ireally do not havethe need to getone.
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What makes newtechnologyproliferateimmediately
when another incredibly
similar product languishes?
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"#$%&'( overload) *$+,-&&. domination
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Experiencematters
&What does it
offer?
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The screen is much bigger than
an iPhone, the camera is fantastic
and it has built in features that, inmy opinion, are superior to the
features offered on an iPhone.[[
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Victoria
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What are themust have apps
right now?
Howdo young adultsfind out about them?
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Start with the discoveryprocess
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TrendSetters
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Trend
Spotters
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Millennialsprompted byneed
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App inputmust= reward
Cross-platformsharingleads to
top-of-mind
awareness
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Quality &
Top-of-mind
social awareness
= success
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What do young adults
think about the
emergingclass ofwearable technology?
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Wearable-what?
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Fashion Statement
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Just another screen
(Anexpensive screen!)
//
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In some ways your
technology should workFOR you.[[
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Wear your health on your
sleeve
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At what point do YAs considerabandoning technology once its
proliferated every age group
including their grandparents?Does this happen? For inspiration
consider Facebook and
Samsungs iPhone bashing ads.
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The Facebook break-up:itsus, notyou
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Casual Email
Why?
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So many friends
Less Compartmentalizing.
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ChanningContent creators
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Do YAs consider the source ofthe content which appearsacross their many screens? Saiddierently, is it the channel or thecontent that matters?
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Content isKing.Always.
Its still about the
Story.
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The fear of the spoiler
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I literally have to
disconnect and removemyself from all social
media, which I hate doing.[[
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Do YAs care or assign dierentlevels of quality to variouscontent sources?
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Convenience
sometimestrumps screenQuality.
Quality of
content mattersmost.
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Netflix= bingingTV= single episode viewing
(with commercials)
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You dont go to Netflix just tobrowse and see whats on,
like you would with TV. You
pick a show and you watch it
all the way through. The
approach is very different.[
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For some, Netflix is ourpersonal form of TV.
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What is the primary use case forYAs for YouTube?
Do they just fire it up and seewhats on like their parents didwith TV) or is it more of a libraryof content which is searchableand linked to via social media?
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OurApproach:
Deliberate
+
Social
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For the social side of YouTube,
we want to view content fromeveryday influencers.
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We still connect with the
popular influencers.
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YatesPrivacy
and marketing
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Are YAs worried about privacy,or is the notion of what thatword even means morphingfrom what it meant to priorgenerations?
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For MillennialsPrivacy = Internet
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We Want to See the Benefits
51 of Millennialswant to trade their information
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Privacy vs. Security [[
I dont have many
privacy concernsbecause most of theinformation I share could
not be used against me.
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Privacy vs. Security
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We dont want to live
in an online cage.
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We dont want to live
in an online cage.We differentiate
privacy from security.
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We dont want to live
in an online cage.We differentiate
privacy from security. We expect security
from the brands weshare information
with.
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Is privacy a topic of conversationon campus or a non-issue?
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0, 123#4 $54 6278&(39, :2'
"'3;$+< =,>5?7
Diff Vi P i f
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Different Views on Privacy for
Different Platforms
47% are concerned with
keeping privacy fromstrangers
8% want to keep it private
from friends
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37 Our Home
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37 Our Home
@7 $ !"#$%&% ()**
What about the Creep
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Retargeting ads can be
creepy and annoying, but Idont always think of them as a
negative thing.[[What about the CreepFactor?
What about the Creep
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What about the Creep
Factor?
W W t t B T t d
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If the ad displays
something that a friendlikes, then it becomes
less creepy. I like seeing
what my friends like.[[We Want to Be Targeted asCommunities
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We interact with
different types ofsocial spaces.
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Questions?