what is so special about working with digital natives - the good, the bad & the ugly

Start with http://pennystocks.la/internet-in-real-time/

What is so special about Digital Natives? The Good, the bad and the ugly

http://pennystocks.la/internet-in-real-time/

http://pennystocks.la/internet-in-real-time/

.. And it does not only happen here

Attention some embeeded YouTube movies which may not show on the slides, download the whole deck and check for URLs within slide or notes

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One of the world’s most feared man is a IT-nerd


A 26 years old, sold his company in may 2013for 1.1 B$

NETGEN & NOW-WORLD

If you want to be a successful marketeer in today‘s economy you must know its main players

HWZ Exec Marketing 2015


Consumer Psychology


Some of them may not know much about the time we grew up


And how about 2015?


They look like us, they talk like us, but they are almost a completely different species. The digital natives grew up surrounded by technological advances such as (high speed) internet, mobile phones and social media. They learn and think differently and have different priorities in life than generations before them. They grew up in prosperous, quiet times and are more visual than we can imagine. The sooner companies get to know this generation, the better.


NET Gen QUIZ?

• Translate: btw; brb, ttyl, lol, 2day, ama

• Do you understand , X! ; ;-); -:-)?, <3U

• Do you know how to send a picture from your mobile to your friends

• Do you play angrybird

• Do you use spotify?

• What is your hashtag?

• Send a selfie


Trend Guru Kjell Nordström* states only two driverswhich are relevant for digital natives*Was invited guest speaker at HWZ in 2012


No need of planning, no need of budgets, no need of thinking ahead


Trust into the machine


Alone together, together alone

Earth calling Gen Y – to go where nobody has gone before. Living in the NOW. Living with the machine.

Generation


But interesting things come with it, there is as well a kind of timebomb


Google Power

Google is not a search engine its a reputation management system


Google image search


What is real?


And this is not the whole story?


As well in ReMarketing


Technology behind is impressive


But what may be genius for target marketing produces as well some questionable new issues


You might have thought this is the Internet and YOU


But its rather like this...


Filter Bubble

Watch as well Eli Parisers original talk at TED http://www.youtube.com/watch?v=B8ofWFx525s

http://www.youtube.com/watch?v=B8ofWFx525s


What can you do against it?

• Cookies

• Private

• Erase history

• Turn off targeted ads

• Go incognito / anonymous

http://www.thefilterbubble.com/10-things-you-can-do

http://www.thefilterbubble.com/10-things-you-can-do

Digital enhanced: a new you


What would ol‘ Knigge say?

Looking at you as part of the Gen Net(Y & Z)


YOU ARE DUMBER THAN WE WERE AT THE SAME AGE

attention deficit disorderscan’t focus anythingyou don’t read and are poor communicators


YOU ARE SCREENAGERS

Net addictedlosing your social skillsno time for sports or healthy activities

Video game as The world’s fastest growing addiction and the most reckless endangerment of children today


This resulted in Menthal

http://www.20min.ch/videotv/?vid=346989&cid=46

http://menthal.org/

http://menthal.org/

http://www.20min.ch/videotv/?vid=346989&cid=46


YOU HAVE NO SHAME

NetGen people, unaware that it may come back to haunt them, merrily give out all sorts of personal information online whether it’s to a college recruiter, a future employer or a manipulative marketer, cyberbully or predator

You RATE everything And everybody

From Disney darling to Internet It-girl


YOU steal. You violate intellectual property rights, download music, swap songs, and share anything you can on peer-to-peer networks with no respect for the rights of the creators or owners.

95% of downloaded songs have NOT beenpaid for


And most interestingly you believe you have the right to do this

Is this the future employee?


Let me ask you about following real business story:

Bob was for many years the best programmer for USIC.Still his browsing history revealed a rather relax working approach. How did he do this?

Crazy Business Story


Just get the job done, never mind howA business story from Verizon, 2013


YOU’re bullying friends online.You are violent.

You have no work ethic and will be bad employees.

You don’t give a hoot.


This is the latest narcissistic “me” generation.


From a reality show format ...


To reality


Lifelogging


Wearable Technologies are here to stay


Share those moments

As well to watch http://www.youtube.com/watch?v=bIqC6v4v06Y

http://www.youtube.com/watch?v=bIqC6v4v06Y


The Hype Cycle: What’s Next for Google Glass? .. And it is not so much about Technology at all..

Gartner has a great term for this phase in the adoption of any new technology. They call it the “Peak of Inflated Expectations.”


Die Jugend liebt heutzutage den Luxus. Sie hat schlechte Manieren, verachtet die Autorität, hat keinen Respekt vor älteren Leuten und schwatzt, wo sie arbeiten soll. Die jungen Leute stehen nicht mehr auf, wenn Ältere das Zimmer betreten. Sie widersprechen ihren Eltern, schwadronieren in der Gesellschaft, verschlingen bei Tisch die Süßspeisen, legen die Beine übereinander und tyrannisieren ihre Lehrer.

So to wrap up....

Sokrates (470 - 399 v. Chr.), griechischer Philosoph

Do you agree? Is this ALL about Net Gen?


What do the Gurus say

http://www.youtube.com/watch?v=bmXrnUSdT78


Don Tapscott


Exciting question to askWhat drives digital natives?What do they like?How are they different in how they perceive products, services and brands than Generations before?How can you (as a marketeer) reach out to them?


Still, more stupid by the dayin relative terms

Remember Kjell Nordström The solution


New behavior and strengths


MULTI TASKING GENERATIONSPHONE EXPERTS

THUMBERCAMERA GEEKS

FACEBOOK PRAYERMESSENGER 24/7

YOUTUBERIPADDER

CITIZEN JOURNALISTDIGITAL PROJECT MANAGER

CITY BUILDERGPS & AR EXPERT


Your ON means Wasteland for some businesses


.. And a change / chance to others


collaborativecollapsing the rigid hierarchy

forcing organization to rethink how they recruit, compensate, develop and supervise talent

I have 275000 new friends and know the CEO Pierre

http://careers.accenture.com/Microsites/countdown/Pages/index.aspx?name=Lukas%20Ritzel&startdate=01/02/2014


Remember the slides about my job?


From a Price Waterhouse report


Mash up your OFFline business

http://www.interbrand.com/files/brandremix/index.html


Look at the Music Industry


360% turn


versus


Replaced by


Online = Alone


What brought girls to the gaming console?


MORE COLLABORATIONS

THEORY & Facebook Messenger

Long gone are the days when ‘online’ was synonymous with social isolation and loneliness. In fact, for the last few years, we’ve witnessed the exactopposite: technology driving people to connect and meet up en masse with others, in the ‘real world’.


MASS MINGLING

Microsoft Bing’s We’re In

of people to share their location, send messages to each other, share social plans and coordinate meeting up.


MASS MINGLING

Tinder: fastest datefining but … comes at a cost


How much does Tinder know?

http://blogs.avg.com/lifestyle/how-much-does-tinder-know-you/


prosumersco innovation products and services with producers

co creation


Freedom in everything they do“freedom of choice to freedom of expression”


You are experts in writing into WIKIPEDIAyour are citizen journalist s in uploading your VIDEOS


The Makers


Sign of Time: REWARD INC.

Porsche:‘fan signed’special edition

Porsche launched a special edition 911 GT3 R Hybrid model to celebrate reaching 1,000,000 fans on the brand’s Facebook page. The car’s surface was covered with more than 27,000 signatures from fans and was later put on display in the Porsche museum.


Scrutinizers, Mockumentary videoDove ended with a message

“Tell your daughters before Unilever gets to them”

scru·ti·nize (skrtn-z) tr.v. scru·ti·nized, scru·ti·niz·ing, scru·ti·niz·es To examine or observe with great care; inspect critically.

Your text here

Sign

of T

ime:

Aut

hent

icity

AND THEY CONTINUEPUBLISHED ON APR 14, 2013IS THIS STILL A NORMAL AD AND WOULD IT HAVE WORKED SOME YEARS BACK?

Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful. At Dove, we are committed to creating a world where beauty is a source of confidence, not anxiety. So, we decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see.

Watch the whole experience at:http://dove.com/realbeautysketchesJoin the conversation at: #wearebeautiful

http://dove.com/realbeautysketches




Paul Potts sings Nessun DormaBritain got talent with Simon Cowell


Sign of Time: Scripted Reality

• If reality needs a little push, and emotional charge

• Today’s technologies together with your technical understanding can help to distribute and fuel


Another sample

• Somewhere in Belgium


Be visual

Inaugiration pope 2005

Same place 2013


GIFs for news animated

http://www.watson.ch/Front/articles/864149052-3:42-Stunden-k%C3%A4mpfte-Federer-gegen-Gulbis.-Das-Spiel-verlor-er-aber-nicht-am-Ende,-sondern-in-dieser-einzigen-Sekunde


Why are GIFs so good?


Sign of Time:

RIGHT HERE RIGHT NOWWhy in 2015 the here-and-now will be even more ‘here’


„An 8-year old changing the world“


Whats happening in your world


A must be successthe right thing at the right time

• Fast (too fast for non netgen)

• Short (own language)

• Mobile

• Open Source (new liberal)• Mash ups possible

• Cross media

• Push not Pull

• Cult (even error)• Celebrity support (Obama)

• And just now: #JeSuisCharlie

http://twittervision.com/maps/show_3d


Different they are, but there is loads of potential

• Adapts to new challenges, flexible, creative, solves problems and is used to take decisions. Constantly learning and loves it, is multilingual and therefore can read the information from the source. Works fast, in real-time and precise without burnout, shares knowhow with everybody, loves to use different tools and technologies, finds solutions & answers when needed, loves information overflow and works 24/7, on- & off-line


And for you as marketeers there are great new ways of reaching out to this new human2.0


• The end• prepared by: Lukas Ritzel >

https://www.linkedin.com/in/lukasritzel