Everyware Generations XYZ and Emerging Technology

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EverywareGenerations XYZ and Emerging Technology

• Amy Vickers, October 2007

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Introductions

• Amy VickersDirector, Global Enterprise
  SolutionsAvenue A Razorfish
• Practically born digital
• Spends 14 hours online per day
• Travels 3-5 days per week
• Visits 5-8 countries per year

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Purpose

• Share understanding of generations XYZ
• Define emerging media and technology implications
  for hotels
• Highlight relevant client case studies
• Discuss and answer questions

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Key Concepts
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Key Concepts
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Key Concepts
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Key Concepts
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Key Concepts
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Attitudes and Behaviors

• One generations indulgence becomes the next
  generations necessity

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Attitudes and Behaviors 247 Connectivity

• Youth generations spend significantly more time
  online than older generations and even more time
  online than watching television

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Attitudes and Behaviors 247 Connectivity

• Their time spent online has been steadily
  increasing

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Attitudes and Behaviors 247 Connectivity

• Their modes and locations for accessing the
  internet have become increasingly more varied

Where do you go online wirelessly?
Base 4,569 US online youth (ages 12 to 17)
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Attitudes and Behaviors Experience Integration

• Youth generations use more pure web
  applications than older generations, especially
  instant messaging and social media

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Attitudes and Behaviors Experience Integration

• They spend a lot of time using these services and
  integrate across channels and services, i.e.
  aggregation and super-distribution

Do you do the following online activities at
least weekly?
Base 1,139 US online youth (ages 12 to 17) that
use the wireless Internet
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Attitudes and Behaviors Experience Integration

• They participate in these services a lot!

Do you do the following online activities at
least weekly?
Base 1,139 US online youth (ages 12 to 17) that
use the wireless Internet
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Attitudes and Behaviors Time Crunched

• Constant connectivity and more interactive
  experiences have a potential downside, i.e. being
  time crunched.
• How does one even if young and energetic keep
  up?!

• Aggregators
• Content Curators
• Social Lubricants

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Attitudes and Behaviors Status Anxiety

• Increasing access to goods and services,
  increasing awareness of luxury lifestyles, and
  other forms of overload have been reported to
  create anxiousness amongst generations xyz.
• Youth rely heavily on social media to curate
  consideration sets.

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Emergent Trends
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Attitudes and Behaviors Online Oxygen

• Generation Y are gluttons for WiFi and Everyware

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Attitudes and Behaviors Generation C

• Generation Y likely creates more content and
  customized goods than any other generation in
  history and now theyre starting to get paid for
  it!

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Attitudes and Behaviors Planned Spontaneity

• Generation Y leverages mobile connectivity and
  social media to alleviate time crunch and status
  anxiety.

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Attitudes and Behaviors Massclusivity

• The current trends associated with negotiating
  between levels of economic consumption are
  likely to become amplified by Gen Y
• Low cost no frills chic mass class
  massclusivity premium

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Business Implications
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Business Implications

• PUSH ? PULL
• Consumers are empowered to control experiences in
  ways that were not previously imaginable. To
  some extent, all experiences are shifting from a
  push to pull model.

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Business Implications

• TARGETING ? CONNECTING
• Offering the right person the right experience at
  the right time is still incredibly important, but
  social media is presenting new opportunities for
  brands and hotel companies to augment existing
  efforts to establish deeper relationships with
  customers.

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Business Implications

• REACTING TO TRENDS ? DEEP DIGITAL CUSTOMER
  INSIGHTS
• Companies need to understand their customers
  behaviors better than ever before because (a) it
  is evolving more quickly than ever before, and
  (b) digital and social media are creating an
  amplification effect. It is key to weed out
  trends from true behavioral DNA that is being
  supercharged by technology.

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Business Implications

• RISKS ? OPPORTUNITIES
• All companies are being challenged by emerging
  media and technology. As everyone in business
  today knows with risks come great opportunities
  to leverage the power of emerging media and
  technology to drive business objectives.

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Further Considerations
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Further Considerations

• Conduct ethnographic research to understand how
  your patrons actually live and work. This helps
  separate trends from insights.
• Think of yourself as part of a larger eco-system
  of interactivity just as the destination
  website has become outmoded, so might actual
  destinations!
• Your patrons care about their experience, not
  explicit technology. Support the deployment of
  technology with appropriate customer service, and
  focus on user friendliness.
• Optimize monetization models. Generation Y
  likely will be more schizophrenic then current
  consumers regarding negotiating between economic
  levels.
• Stay true to your brand but become more flexible
  and nimble. Generation Y wont accept falsity or
  rigidity.

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Further Considerations

• Conduct ethnographic research to understand how
  your patrons actually live and work. This helps
  separate trends from insights.
• Think of yourself as part of a larger eco-system
  of interactivity just as the destination
  website has become outmoded, so might actual
  destinations!
• Your patrons care about their experience, not
  explicit technology. Support the deployment of
  technology with appropriate customer service, and
  focus on user friendliness.
• Optimize monetization models. Generation Y
  likely will be more schizophrenic then current
  consumers regarding negotiating between economic
  levels.
• Stay true to your brand but become more flexible
  and nimble. Generation Y wont accept falsity or
  rigidity.

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Further Considerations

• Conduct ethnographic research to understand how
  your patrons actually live and work. This helps
  separate trends from insights.
• Think of yourself as part of a larger eco-system
  of interactivity just as the destination
  website has become outmoded, so might actual
  destinations!
• Your patrons care about their experience, not
  explicit technology. Support the deployment of
  technology with appropriate customer service, and
  focus on user friendliness.
• Optimize monetization models. Generation Y
  likely will be more schizophrenic then current
  consumers regarding negotiating between economic
  levels.
• Stay true to your brand but become more flexible
  and nimble. Generation Y wont accept falsity or
  rigidity.

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Further Considerations

• Conduct ethnographic research to understand how
  your patrons actually live and work. This helps
  separate trends from insights.
• Think of yourself as part of a larger eco-system
  of interactivity just as the destination
  website has become outmoded, so might actual
  destinations!
• Your patrons care about their experience, not
  explicit technology. Support the deployment of
  technology with appropriate customer service, and
  focus on user friendliness.
• Optimize monetization models. Generation Y
  likely will be more schizophrenic then current
  consumers regarding negotiating between economic
  levels.
• Stay true to your brand but become more flexible
  and nimble. Generation Y wont accept falsity or
  rigidity.

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Further Considerations

• Conduct ethnographic research to understand how
  your patrons actually live and work. This helps
  separate trends from insights.
• Think of yourself as part of a larger eco-system
  of interactivity just as the destination
  website has become outmoded, so might actual
  destinations!
• Your patrons care about their experience, not
  explicit technology. Support the deployment of
  technology with appropriate customer service, and
  focus on user friendliness.
• Optimize monetization models. Generation Y
  likely will be more schizophrenic then current
  consumers regarding negotiating between economic
  levels.
• Stay true to your brand but become more flexible
  and nimble. Generation Y wont accept falsity or
  rigidity.

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Thanks! Questions?

• amy.vickers_at_avenuea-razorfish.com
• 1 [phone]

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Social Media Profiles
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Social Media Profiles

• We believe that social media, which resides at
  the core of most new media marketing, taps strong
  inherent behaviors among people

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Social Media Profiles

• The fundamental principle of social media is that
  crowds influence what bubbles to the top

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Social Media Profiles

• Creators
• Originators create content because theyre
  passionate, artistic
• Exhibitionists and Voyeurs want to be
  celebrities, or to spy on those who do
• Experts create content to share what they know
  about specific topics
• Amplifiers
• Info Junkies participate in social media to fill
  gaps left by mainstream media
• Cultural Capitalists participate because they use
  content as social currency
• Social Utilitarians participate because they get
  useful information from crowds
• Mass Audience
• Traditionalists seek media that shares their
  values
• Couch potatoes are passive media consumers who
  dont expend much effort

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Sample Work
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Sample Work Discovering Audience Needs

• To help a major media client understand teen
  girls, we immersed ourselves in our target
  audience, essentially living their lives with
  them to learn what drives them. The results were
  surprisingand the basis of the upcoming launch
  of an entirely new kind of media property.

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Sample Work Strategy for Social Media

• With satellite radio pushing from one direction,
  and podcasting and internet radio pushing from
  the other, Infinity Broadcasting (Now CBS Radio)
  asked us to provide a vision for how radio can
  achieve leadership over the next ten years.
• We provided a framework based on deep
  understanding of consumers that will harness the
  power of social media and make celebrities out of
  more listeners more often via more channels.

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Sample Work Building Social Experiences

• Carnival Cruise Lines is leveraging the
  community-based nature of its customers by
  providing them tools to create experiences
  together.
• The brand is not only allowing connections but
  also providing a platform for future services
  that might include meeting and sharing memories
  (photos, text) with other cruise-goers.

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Sample Work Buying Social Media

• We extended Nikes Soccer initiative into the
  social sphere by releasing select Nike assets
  into the wild.
• The results 250k visits to a MySpace profile
  page, 50k friends of that profile, and an
  organic movement that inspired real people to
  repurpose the content, distribute the manifesto,
  and ultimately become their own media promoting
  the brand.