Engaging the female digital native

Caroline Foster KennyMediaedge:cia

A first generation of female “digital natives”

How the world looks to digital natives

• The Soviet Union has never existed and therefore is about as scary as the student union

• There has always been only one Germany

• "Google" has always been a verb

• Text messaging is their email

• Reality shows have always been on television

• They have rarely mailed anything using a stamp

• Being techno-savvy has always been inversely proportional to age

• They have always been able to watch wars and revolutions live on television

• Bad behavior has always been getting captured on amateur videos

• Disneyland has always been in Europe and Asia

• They have always "dissed" what they don't like

Source: Beloit College, 2010 Mindset List

The female opportunity

Young women as producers, not consumers

Dec-2008 Jan-2009 Feb-2009 Mar-2009

Apr-2009 May-2009

Jun-2009 Jul-2009 Aug-2009

Sep-2009 Oct-2009 Nov-2009

Dec-20090%

10%

20%

30%

40%

50%

60%

70%

80%

% Facebook users, 15-24s females

EuropeAPACNALATAMWorld

The growth of social networking

Source: Comscore

Female Twitter users 15-24

Region December 2008 December 2009 % growth

Europe 0.33% 6.02% 2404%

APAC 0.27% 3.05% 1240%

North America 0.87% 13.37% 1389%

LATAM 0.48% 10.12% 2611%

World 0.41% 6.07% 1708%

Source: Comscore

Women are the majority of many social media users

Hi5

Flickr

Friendfeed

Twitter

Facebook

Ning

Gaia online

Classmates.com

Myspace

Buzznet

Tagged

Bebo

%

54

55

55

57

57

59

61

64

64

64

64

68

Source: Brian Solis/Google Ad Planner/Informationisbeautiful.com

The changing nature of status

Status online is often based on what you produce

Where are the brands in this brave new world?

Sharing its root with…

Communion Commune

…and community

Where people with shared interests come to share

Perhaps we need a new model of communication

The power of giving

My friend, the brand

Understanding the level and type of social media use

Forrester’s Social Technographics Ladder [women 16-24]

Commentators

Conversationalists

Joiners

Spectators

Info seekers

Inactives

13%

39%

54%

66%

86%

95%

5%

Collectors

Originators 12%

Source: GWI data, Dec 09*Global

Social production & sharing is increasing…

Commentators

Conversationalists

Joiners

Spectators

Info seekers

Inactives

13%

39%

54%

66%

86%

95%

5%

Collectors

Originators 12%

Source: GWI data, July-Dec 09*Global

-1%

+3%

+7%

+7%

-1%

-

-

-

Change Jul-Dec 2009

We must change how we think about media

Earned

Paid

Owned

A modern hierarchy of trust

ME

Source: MEC, The Digital Face of Beauty, 2008

So what should we be doing?

Manage and build reputation in earned media

Reach female digital natives with owned media

Engage them with owned media

Making sure that your communication adds value

Drive transactions through owned media

Engaging digital natives with paid, owned & earned media

If communication is sharing, a brand is a relationship

A challenging future

Finding the right audience

Extracting value throughinvolvement

Measuring and managing brand reputation

Communication

and distribution

channel