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A global research project exploring the media habits, attitudes and
behaviours of influential Millennials in 2015 - Global findings and data
INTRODUCING THE
GEN-NARRATORS
AUGUST 2015
“Millennials will be the
LARGEST GENERATION IN
THE WORKFORCE in 2015…
This is the year Millennials
claim their place in the global economy”.
(Fast Company, 2014)
By 2017 Millennials will have
THE MOST SPENDING POWER
of any generation.
MILLENNIALS ARE… MISUNDERSTOOD
Source: Bloom Worldwide
4
AND MISUNDERSTOOD BY OUR INDUSTRY
“We naturally trust the
BBC, the New York Times
or the Guardian.
But younger people,
Millennials, don’t
naturally feel that way.
If they see something
on Buzzfeed or Vice,
or watching Periscope,
the way they react to
it is very different.”
Martin Sorrell
Source: http://www.theguardian.com/media/2015/jun/29/sir-martin-sorrell-traditional-media-too-stuffy-for-young-digital-readers / Bloom Worldwide
5
WE STARTED WITH TWO HYPOTHESIS
!  NOT ALL MILLENNIALS ARE THE SAME
!  TRADITIONAL MEDIA BRANDS STILL PLAY A
ROLE IN THEIR LIVES
Source: Bloom Worldwide
6
WE USED 2 DIFFERENT RESEARCH
APPROACHES TO TEST THIS HYPOTHESIS
For the purposes of this research, Millenials are defined as 18-33, Gen X as 34- 49, and Baby Boomers as 50-68 (although GWI data goes to age 65 only)
7
1. Quantitative survey data
!  Global sample total size 89,100
(Millennials, Gen X & Baby
Boomers)
!  Global Millennials 37,189
!  Global influential Millennials
(Gen-narrators) 11,283
!  3 waves Q1, Q2, Q3 2014
!  Habits, attitudes and behaviours
!  GlobalWebIndex
2. Qualitative research panel
!  Global sample of Gen-narrators
recruited
!  Realtime online research
community
!  Activity-based
!  128 participants
!  Sample spans full Millennial age
ranges, location and gender split
!  January – April 2015
!  Bloom HARK
QUANT SAMPLE: 89,100
QUAL PARTICIPANTS: 128
TIMING: JAN-APR 2015
GLOBAL SCOPE
8
CLICK TO ADD SIGNPOST
Source: Bloom Worldwide
USA
Qt (22,619)
Ql (29)
BRAZIL
Qt (2,982)
Ql (11)
EU
Qt (18,896)
Ql (21)
RICH
ASIA
Qt (13,386)
Ql (8)
UK
Qt (22,540)
Ql (32)
INDIA
Qt (3,729)
Ql (23)
CHINA
Qt (5,947)
Ql (4)
France, Spain, Germany,
Netherlands, Italy Poland, Sweden
Singapore, Hong Kong, Japan,
Taiwan, South Korea, Australia
WE RAN SOME INITIAL RESEARCH INTO
THE MEDIA HABITS OF MILLENNIALS
Source: Bloom Worldwide
9
WE FOUND INTERESTING PATTERNS WHEN
WE SEGMENTED BY PSYCHOGRAPHIC
Source: Bloom Worldwide
10
ONE PARTICULAR GROUP OF
INFLUENTIAL MILLENNIALS STOOD OUT
Our sub-segment of Millennials are
defined by:
•  Their topics of interest (technology,
politics, business, finance,
environment)
•  Their ability to influence (they must
regularly be asked for their opinion
on above topics)
•  Their ability to share (they must be
vocal online about above topics)
•  We call them Gen-narrators
Source: Bloom Worldwide
11
GEN-NARRATORS HOLD A SPECIFIC TYPE
OF INFLUENCE – THEY ARE AUTHORITIES
Source: Bloom Worldwide
12
•  Huge audience
•  High popularity
•  Viral potential
•  Mainstream
•  Pay in cash
•  e.g. YouTube stars
•  Focused
audience
•  Specialists
•  Interest networks
•  Pay in knowledge
•  e.g. tech blogger
•  Well connected
•  Consumers
•  Share opinions
with close
network
•  e.g. everyone
else
AMPLIFIERS GEN-NARRATORS FOLLOWERS
1% 29% 70%
WE CROSS-REFERENCED TO CHECK
INFLUENTIAL SEGMENTS OF OTHER
GENERATIONS
Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014
13
29%
21%
12%
MILLENNIALS GEN X BOOMERS
% of generation audience classified as ‘influential’ according to
same criteria used for ‘Gen-narrators’ quant analysis
WHO ARE WE TALKING ABOUT?
Source: HARK real-time online research community, Bloom Worldwide, China, March 2015
14
PORTRAYAL OF
“MILLENNIALS”
Lazy
Narcissistic
Entitled
Apathetic
Social media-
obsessed
Active
Interested
Entrepreneurial
Activists
Intelligent media
connoisseurs
GEN-NARRATORS
GEN-NARRATORS CONSUME MORE
NEWS MEDIA ONLINE
Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014
16
80% 72% 65% 53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Gen-narrators Millennials Generation X Baby Boomers
Percentageuseofonlinenews
AND CONSUME MORE THAN
INFLUENCERS IN OTHER GENERATIONS
Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014
17
80% 78% 71%72% 65% 53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Millennials Generation X Baby Boomers
Percentageuseofonlinenews
INFLUENTIAL
ALL
WE FOUND A DIRECT CORRELATION
BETWEEN ONLINE MEDIA CONSUMPTION
AND BRAND ENGAGEMENT
40
50
60
70
80
90
100
40 50 60 70 80 90 100
Percentagewhoregularlyengagewith
brandsonline
Percentage who regularly consume online print/press
Source: GlobalWebIndex, Global data, time spent reading online print/press & brand activation, Q1– Q3 2014
18
Gen-narrators
Millennials
Gen X
Boomers
WE IDENTIFIED 4 STANDOUT TRAITS OF
GEN-NARRATORS
Source: Bloom Worldwide
19
Fact Finders Cultural DJs
Personal Brand
Managers
Influential
Advocates
1. GEN-NARRATORS ARE FACT FINDERS
Source: Bloom Worldwide
! GEN-NARRATORS USE TRADITIONAL MEDIA BRANDS TO VALIDATE
THE CREDIBILITY OF INFORMATION
! GEN-NARRATORS TRUST TRADITIONAL MEDIA FOR AN UNBIASED
PERSPECTIVE
! GEN-NARRATORS INSTANTLY CHECK TRADITIONAL MEDIA WHEN
SOMETHING ‘BIG’ HAPPENS
! THEY ACTIVELY SEEK THE TRUTH
20
GEN-NARRATORS TRUST TRADITIONAL
MEDIA OVER ‘NEWER’ SOURCES
78%OF ‘MOST TRUSTED’ ONLINE
SOURCES WERE TRADITIONAL
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015, Activity 1: Which of these online
21
WHO DO YOU TRUST TO GIVE YOU THE
FACTS?
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
22
“On any story that I read, before I
share I tend to fact check…..For
the most part I sort of trust your
bigger ones like New York Times”
Mason
Edwin
“[Millennial] Singaporeans… have an idea
of what’s true or flawed, thanks to the
wonder of the internet. Most of us have
developed critical thinking skills to
evaluate and have an unbiased
judgement in our heads.”
CASE STUDY: UK GEN-NARRATORS
VALIDATE CHARLIE HEBDO ATTACK NEWS
Source: HARK real-time online research community, Bloom Worldwide, UK, Forum discussion, January 2015
23
“I saw a few
videos pop up on
Facebook,
however I did
turn to the TV for
more info”
2. GEN-NARRATORS ARE CULTURAL DJS
! GEN-NARRATORS REMIX CONTENT TO GIVE IT THEIR OWN TWIST
! THEY FAVOUR VISUAL MEDIA TO EVOKE A REACTION
WHEN TELLING THEIR STORY
! GEN-NARRATORS CAREFULLY CONSIDER WHAT THEY REMIX
IN THEIR ROLE AS CURATOR
24
GEN-NARRATORS ARE CURATORS OF
EXISTING CONTENT, AND BUILD NEW
CONTENT COLLABORATIVELY
Source: HARK real-time online research community, Bloom Worldwide, UK, Activity 5: Draw your role as a storyteller, January 2015
25
Anna
Lizzie
‘Video storytelling’ by Lizzie
CASE STUDY: #ROADTORUIN
Source: Bloom Worldwide
26
CASE STUDY: #ROADTORUIN
Source: Bloom Worldwide
27
0
10000
20000
30000
40000
50000
60000
70000
80000
01/01/15 02/01/15 03/01/15 04/01/15 05/01/15 06/01/15 07/01/15 08/01/15 09/01/15 10/01/15
Total#RoadToRuinmentions
EVOLUTION OF #ROADTORUIN OVER
TIME
Source: Sysomos MAP, Bloom Worldwide analysis, UK and ‘unknown/unclassified’ online posts, 1-22 January 2015
#RoadToNowhere
#RoadToRuinparodies
#RoadToRuintweetstorm
#RoadToRuinprotestplatform
28
3. GEN-NARRATORS ARE PERSONAL
BRAND MANAGERS
!  GEN-NARRATORS TAKE THEIR PERSONAL ONLINE
BRAND SERIOUSLY
!  THEY WANT TO CHANGE MINDS AND INSPIRE
ACTION FOR CAUSES THEY ARE PASSIONATE
ABOUT BUT ARE VERY MINDFUL OF TROLLING
AND CYBER BULLYING
Source: Bloom Worldwide
29
Tamara
Russell
GEN-NARRATORS USE THEIR INFLUENCE
TO BOOST PERSONAL BRAND
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
30
“Sharing good content
helps you to be better
positioned (personal
branding) in your sector
(as a reference).”
“I share my opinions and
interests pretty readily, but
do so knowing that I am
influencing and sharing my
personal (online) 'brand’.”
GEN-NARRATORS HIGHLY VALUE THE
INTERNET FOR CHANGING OTHER
PEOPLE’S OPINIONS
Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014
31
68% 62% 55% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Gen-narrators Millennials Generation X Baby Boomers
Percentagewhobelievethe
internetisimportantforchanging
otherpeople’sopinions
GEN-NARRATORS THINK BEFORE THEY
SHARE OR COMMENT 32
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
Richard
Raghav
“I will only comment on news stories
or start discussions if the topic is
compelling enough. I do however
like to share my opinion to what
should matter to the people, form
opinion and make a change.”
“By voicing an opinion you start to
fight for something, at least in
external perception. You brand
yourself rather easily, maybe with
something you weren’t really
passionate about in the first place.”
GEN-NARRATORS LOVE TO SHARE THEIR
OPINION IN DEBATES OFFLINE AS WELL
AS ONLINE
Source: HARK real-time online research community, Bloom Worldwide, India, March 2015
33
“I prefer a face-to-face debate.
The problem with online is that many
people don't quite decipher the
sentiment behind the written word.”
“Any of those topics that I feel
strongly about I like to comment and
sometimes even provoke discussions
amongst friends in an attempt to
change their mind or make them see
a new perspective.”
Katie
Jyotika
4. GEN-NARRATORS ARE
INFLUENTIAL ADVOCATES
Source: Bloom Worldwide
GEN-NARRATORS ARE AUTHENTIC
INFLUENCERS
Source: HARK real-time online research community, Bloom Worldwide, India, March 2015
“Yes, I do try to impact
other people’s opinions
on some issues. Absolutely.
However, I try to only do
that on the topics that I
am knowledgeable
about”
Jochem
GEN-NARRATORS SEE THE INTERNET AS
IMPORTANT FOR EXPRESSING
THEMSELVES
Source: GlobalWebIndex, global data, internet usage motivations – ‘important to express myself', Q1, Q2, Q3 2014
36
75% 71% 63% 50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Gen-narrators Millennials Generation X Baby Boomers
Theinternetisvery/somewhat
importantforexpressingmyself
HOW DO THEY INFLUENCE?
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
37
“Whenever I try to impact people’s
opinions I make sure it’s more about
raising their awareness on a subject
that I am interested in.”
Aaron
Anaelle
“(with my) YouTube channel I’m in a
position where I could mislead for
potential self gain but I don't, I like to
educate and share knowledge not
abuse my identity.”
GEN-NARRATORS LOVE TO POST THEIR
OPINIONS ABOUT PRODUCTS
Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014
38
93% 77% 65% 46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Gen-narrators Millennials Generation X Baby Boomers
Regularlypostopinionsabout
productsorservicesonline
Ally
Joash
BRAND ADVOCACY HAS TO BE
AUTHENTIC AND FIT WITH THEIR
PERSONAL BRAND
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
39
“For me, it’s more about content. If you
talk about a brand that’s doing
something really interesting in a
campaign and the content is interesting
then I would share that.”
“I believe that it’s important to support the
brands that you trust and you feel
comfortable promoting.”
HOW CAN YOU HARNESS
THESE TRENDS?
TRADITIONAL AND SOCIAL WORK
TOGETHER, FEEDING OFF EACH OTHER
TRADITIONAL
MEDIA BRANDS
SOCIAL
AUDIENCE
SOCIAL FEED
Source: Bloom Worldwide
41
Discover new content
Breaking news
Check the facts Depth and analysis
Post and share
Gain feedback
HARNESS GEN-NARRATOR’S POWERFUL
INFLUENCE BY HELPING THEM TO BUILD
THEIR AUTHORITY
Source: Bloom Worldwide
42
Meet their
Build their authority
THIRST FOR KNOWLEDGE
ALLOW THEM TO DEBATE THEIR PASSIONS
IN A SAFE ENVIRONMENT
Source: Bloom Worldwide
43
Provide a
For them to debate
SAFE AND FOCUSED SPACE
ENCOURAGE ADVOCACY BY ADDING
VALUE TO THEIR PERSONAL BRANDS
Source: Bloom Worldwide
44
Give them a
That boosts their brand
REASON TO RECOMMEND
THEY CAN BECOME AUTHENTIC AND
TRUSTED CONTENT DISTRIBUTERS
Source: Bloom Worldwide
45
Because they are
Your messages will spread
TRUSTED CURATORS
Nana
“I get really happy,
and I feel flattered when
people trust me to
influence the way they
think. I hope I play this role
with a lot of responsibility.”
THE FINAL WORD FROM ONE OF OUR
GEN-NARRATORS…
Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015
46
ANY QUESTIONS?
DEFINITION OF GENERATIONS
Source: * GlobalWebIndex quant data for Boomers extends to age 65 only / Bloom Worldwide
48
MILLENNIALS
18-35
GENERATION X
36-50
BABY BOOMERS
51-68*

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Economist gen narrators

  • 1. A global research project exploring the media habits, attitudes and behaviours of influential Millennials in 2015 - Global findings and data INTRODUCING THE GEN-NARRATORS AUGUST 2015
  • 2. “Millennials will be the LARGEST GENERATION IN THE WORKFORCE in 2015… This is the year Millennials claim their place in the global economy”. (Fast Company, 2014)
  • 3. By 2017 Millennials will have THE MOST SPENDING POWER of any generation.
  • 5. AND MISUNDERSTOOD BY OUR INDUSTRY “We naturally trust the BBC, the New York Times or the Guardian. But younger people, Millennials, don’t naturally feel that way. If they see something on Buzzfeed or Vice, or watching Periscope, the way they react to it is very different.” Martin Sorrell Source: http://www.theguardian.com/media/2015/jun/29/sir-martin-sorrell-traditional-media-too-stuffy-for-young-digital-readers / Bloom Worldwide 5
  • 6. WE STARTED WITH TWO HYPOTHESIS !  NOT ALL MILLENNIALS ARE THE SAME !  TRADITIONAL MEDIA BRANDS STILL PLAY A ROLE IN THEIR LIVES Source: Bloom Worldwide 6
  • 7. WE USED 2 DIFFERENT RESEARCH APPROACHES TO TEST THIS HYPOTHESIS For the purposes of this research, Millenials are defined as 18-33, Gen X as 34- 49, and Baby Boomers as 50-68 (although GWI data goes to age 65 only) 7 1. Quantitative survey data !  Global sample total size 89,100 (Millennials, Gen X & Baby Boomers) !  Global Millennials 37,189 !  Global influential Millennials (Gen-narrators) 11,283 !  3 waves Q1, Q2, Q3 2014 !  Habits, attitudes and behaviours !  GlobalWebIndex 2. Qualitative research panel !  Global sample of Gen-narrators recruited !  Realtime online research community !  Activity-based !  128 participants !  Sample spans full Millennial age ranges, location and gender split !  January – April 2015 !  Bloom HARK
  • 8. QUANT SAMPLE: 89,100 QUAL PARTICIPANTS: 128 TIMING: JAN-APR 2015 GLOBAL SCOPE 8 CLICK TO ADD SIGNPOST Source: Bloom Worldwide USA Qt (22,619) Ql (29) BRAZIL Qt (2,982) Ql (11) EU Qt (18,896) Ql (21) RICH ASIA Qt (13,386) Ql (8) UK Qt (22,540) Ql (32) INDIA Qt (3,729) Ql (23) CHINA Qt (5,947) Ql (4) France, Spain, Germany, Netherlands, Italy Poland, Sweden Singapore, Hong Kong, Japan, Taiwan, South Korea, Australia
  • 9. WE RAN SOME INITIAL RESEARCH INTO THE MEDIA HABITS OF MILLENNIALS Source: Bloom Worldwide 9
  • 10. WE FOUND INTERESTING PATTERNS WHEN WE SEGMENTED BY PSYCHOGRAPHIC Source: Bloom Worldwide 10
  • 11. ONE PARTICULAR GROUP OF INFLUENTIAL MILLENNIALS STOOD OUT Our sub-segment of Millennials are defined by: •  Their topics of interest (technology, politics, business, finance, environment) •  Their ability to influence (they must regularly be asked for their opinion on above topics) •  Their ability to share (they must be vocal online about above topics) •  We call them Gen-narrators Source: Bloom Worldwide 11
  • 12. GEN-NARRATORS HOLD A SPECIFIC TYPE OF INFLUENCE – THEY ARE AUTHORITIES Source: Bloom Worldwide 12 •  Huge audience •  High popularity •  Viral potential •  Mainstream •  Pay in cash •  e.g. YouTube stars •  Focused audience •  Specialists •  Interest networks •  Pay in knowledge •  e.g. tech blogger •  Well connected •  Consumers •  Share opinions with close network •  e.g. everyone else AMPLIFIERS GEN-NARRATORS FOLLOWERS 1% 29% 70%
  • 13. WE CROSS-REFERENCED TO CHECK INFLUENTIAL SEGMENTS OF OTHER GENERATIONS Source: GlobalWebIndex, global data, audience profiling raw numbers, Q1, Q2, Q3 2014 13 29% 21% 12% MILLENNIALS GEN X BOOMERS % of generation audience classified as ‘influential’ according to same criteria used for ‘Gen-narrators’ quant analysis
  • 14. WHO ARE WE TALKING ABOUT? Source: HARK real-time online research community, Bloom Worldwide, China, March 2015 14
  • 16. GEN-NARRATORS CONSUME MORE NEWS MEDIA ONLINE Source: GlobalWebIndex, Global data, time spent reading online print/press, Q1, Q2, Q3 2014 16 80% 72% 65% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Gen-narrators Millennials Generation X Baby Boomers Percentageuseofonlinenews
  • 17. AND CONSUME MORE THAN INFLUENCERS IN OTHER GENERATIONS Source: GlobalWebIndex, global data, time spent reading online print/press, Q1, Q2, Q3 2014 17 80% 78% 71%72% 65% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Millennials Generation X Baby Boomers Percentageuseofonlinenews INFLUENTIAL ALL
  • 18. WE FOUND A DIRECT CORRELATION BETWEEN ONLINE MEDIA CONSUMPTION AND BRAND ENGAGEMENT 40 50 60 70 80 90 100 40 50 60 70 80 90 100 Percentagewhoregularlyengagewith brandsonline Percentage who regularly consume online print/press Source: GlobalWebIndex, Global data, time spent reading online print/press & brand activation, Q1– Q3 2014 18 Gen-narrators Millennials Gen X Boomers
  • 19. WE IDENTIFIED 4 STANDOUT TRAITS OF GEN-NARRATORS Source: Bloom Worldwide 19 Fact Finders Cultural DJs Personal Brand Managers Influential Advocates
  • 20. 1. GEN-NARRATORS ARE FACT FINDERS Source: Bloom Worldwide ! GEN-NARRATORS USE TRADITIONAL MEDIA BRANDS TO VALIDATE THE CREDIBILITY OF INFORMATION ! GEN-NARRATORS TRUST TRADITIONAL MEDIA FOR AN UNBIASED PERSPECTIVE ! GEN-NARRATORS INSTANTLY CHECK TRADITIONAL MEDIA WHEN SOMETHING ‘BIG’ HAPPENS ! THEY ACTIVELY SEEK THE TRUTH 20
  • 21. GEN-NARRATORS TRUST TRADITIONAL MEDIA OVER ‘NEWER’ SOURCES 78%OF ‘MOST TRUSTED’ ONLINE SOURCES WERE TRADITIONAL Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015, Activity 1: Which of these online 21
  • 22. WHO DO YOU TRUST TO GIVE YOU THE FACTS? Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015 22 “On any story that I read, before I share I tend to fact check…..For the most part I sort of trust your bigger ones like New York Times” Mason Edwin “[Millennial] Singaporeans… have an idea of what’s true or flawed, thanks to the wonder of the internet. Most of us have developed critical thinking skills to evaluate and have an unbiased judgement in our heads.”
  • 23. CASE STUDY: UK GEN-NARRATORS VALIDATE CHARLIE HEBDO ATTACK NEWS Source: HARK real-time online research community, Bloom Worldwide, UK, Forum discussion, January 2015 23 “I saw a few videos pop up on Facebook, however I did turn to the TV for more info”
  • 24. 2. GEN-NARRATORS ARE CULTURAL DJS ! GEN-NARRATORS REMIX CONTENT TO GIVE IT THEIR OWN TWIST ! THEY FAVOUR VISUAL MEDIA TO EVOKE A REACTION WHEN TELLING THEIR STORY ! GEN-NARRATORS CAREFULLY CONSIDER WHAT THEY REMIX IN THEIR ROLE AS CURATOR 24
  • 25. GEN-NARRATORS ARE CURATORS OF EXISTING CONTENT, AND BUILD NEW CONTENT COLLABORATIVELY Source: HARK real-time online research community, Bloom Worldwide, UK, Activity 5: Draw your role as a storyteller, January 2015 25 Anna Lizzie ‘Video storytelling’ by Lizzie
  • 26. CASE STUDY: #ROADTORUIN Source: Bloom Worldwide 26
  • 27. CASE STUDY: #ROADTORUIN Source: Bloom Worldwide 27
  • 28. 0 10000 20000 30000 40000 50000 60000 70000 80000 01/01/15 02/01/15 03/01/15 04/01/15 05/01/15 06/01/15 07/01/15 08/01/15 09/01/15 10/01/15 Total#RoadToRuinmentions EVOLUTION OF #ROADTORUIN OVER TIME Source: Sysomos MAP, Bloom Worldwide analysis, UK and ‘unknown/unclassified’ online posts, 1-22 January 2015 #RoadToNowhere #RoadToRuinparodies #RoadToRuintweetstorm #RoadToRuinprotestplatform 28
  • 29. 3. GEN-NARRATORS ARE PERSONAL BRAND MANAGERS !  GEN-NARRATORS TAKE THEIR PERSONAL ONLINE BRAND SERIOUSLY !  THEY WANT TO CHANGE MINDS AND INSPIRE ACTION FOR CAUSES THEY ARE PASSIONATE ABOUT BUT ARE VERY MINDFUL OF TROLLING AND CYBER BULLYING Source: Bloom Worldwide 29
  • 30. Tamara Russell GEN-NARRATORS USE THEIR INFLUENCE TO BOOST PERSONAL BRAND Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015 30 “Sharing good content helps you to be better positioned (personal branding) in your sector (as a reference).” “I share my opinions and interests pretty readily, but do so knowing that I am influencing and sharing my personal (online) 'brand’.”
  • 31. GEN-NARRATORS HIGHLY VALUE THE INTERNET FOR CHANGING OTHER PEOPLE’S OPINIONS Source: GlobalWebIndex, global data, internet usage motivations – ‘important to change other people’s opinions', Q1, Q2, Q3 2014 31 68% 62% 55% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% Gen-narrators Millennials Generation X Baby Boomers Percentagewhobelievethe internetisimportantforchanging otherpeople’sopinions
  • 32. GEN-NARRATORS THINK BEFORE THEY SHARE OR COMMENT 32 Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015 Richard Raghav “I will only comment on news stories or start discussions if the topic is compelling enough. I do however like to share my opinion to what should matter to the people, form opinion and make a change.” “By voicing an opinion you start to fight for something, at least in external perception. You brand yourself rather easily, maybe with something you weren’t really passionate about in the first place.”
  • 33. GEN-NARRATORS LOVE TO SHARE THEIR OPINION IN DEBATES OFFLINE AS WELL AS ONLINE Source: HARK real-time online research community, Bloom Worldwide, India, March 2015 33 “I prefer a face-to-face debate. The problem with online is that many people don't quite decipher the sentiment behind the written word.” “Any of those topics that I feel strongly about I like to comment and sometimes even provoke discussions amongst friends in an attempt to change their mind or make them see a new perspective.” Katie Jyotika
  • 34. 4. GEN-NARRATORS ARE INFLUENTIAL ADVOCATES Source: Bloom Worldwide
  • 35. GEN-NARRATORS ARE AUTHENTIC INFLUENCERS Source: HARK real-time online research community, Bloom Worldwide, India, March 2015 “Yes, I do try to impact other people’s opinions on some issues. Absolutely. However, I try to only do that on the topics that I am knowledgeable about” Jochem
  • 36. GEN-NARRATORS SEE THE INTERNET AS IMPORTANT FOR EXPRESSING THEMSELVES Source: GlobalWebIndex, global data, internet usage motivations – ‘important to express myself', Q1, Q2, Q3 2014 36 75% 71% 63% 50% 0% 10% 20% 30% 40% 50% 60% 70% 80% Gen-narrators Millennials Generation X Baby Boomers Theinternetisvery/somewhat importantforexpressingmyself
  • 37. HOW DO THEY INFLUENCE? Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015 37 “Whenever I try to impact people’s opinions I make sure it’s more about raising their awareness on a subject that I am interested in.” Aaron Anaelle “(with my) YouTube channel I’m in a position where I could mislead for potential self gain but I don't, I like to educate and share knowledge not abuse my identity.”
  • 38. GEN-NARRATORS LOVE TO POST THEIR OPINIONS ABOUT PRODUCTS Source: GlobalWebIndex, global data, influence and advocacy – ‘posted opinion online about product or service bought in past month’, Q1, Q2, Q3 2014 38 93% 77% 65% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Gen-narrators Millennials Generation X Baby Boomers Regularlypostopinionsabout productsorservicesonline
  • 39. Ally Joash BRAND ADVOCACY HAS TO BE AUTHENTIC AND FIT WITH THEIR PERSONAL BRAND Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015 39 “For me, it’s more about content. If you talk about a brand that’s doing something really interesting in a campaign and the content is interesting then I would share that.” “I believe that it’s important to support the brands that you trust and you feel comfortable promoting.”
  • 40. HOW CAN YOU HARNESS THESE TRENDS?
  • 41. TRADITIONAL AND SOCIAL WORK TOGETHER, FEEDING OFF EACH OTHER TRADITIONAL MEDIA BRANDS SOCIAL AUDIENCE SOCIAL FEED Source: Bloom Worldwide 41 Discover new content Breaking news Check the facts Depth and analysis Post and share Gain feedback
  • 42. HARNESS GEN-NARRATOR’S POWERFUL INFLUENCE BY HELPING THEM TO BUILD THEIR AUTHORITY Source: Bloom Worldwide 42 Meet their Build their authority THIRST FOR KNOWLEDGE
  • 43. ALLOW THEM TO DEBATE THEIR PASSIONS IN A SAFE ENVIRONMENT Source: Bloom Worldwide 43 Provide a For them to debate SAFE AND FOCUSED SPACE
  • 44. ENCOURAGE ADVOCACY BY ADDING VALUE TO THEIR PERSONAL BRANDS Source: Bloom Worldwide 44 Give them a That boosts their brand REASON TO RECOMMEND
  • 45. THEY CAN BECOME AUTHENTIC AND TRUSTED CONTENT DISTRIBUTERS Source: Bloom Worldwide 45 Because they are Your messages will spread TRUSTED CURATORS
  • 46. Nana “I get really happy, and I feel flattered when people trust me to influence the way they think. I hope I play this role with a lot of responsibility.” THE FINAL WORD FROM ONE OF OUR GEN-NARRATORS… Source: HARK real-time online research community, Bloom Worldwide, Global, April 2015 46
  • 48. DEFINITION OF GENERATIONS Source: * GlobalWebIndex quant data for Boomers extends to age 65 only / Bloom Worldwide 48 MILLENNIALS 18-35 GENERATION X 36-50 BABY BOOMERS 51-68*