This is my end-of-year graduate scheme project, presented to seniors within the DAS remit in November 2011. The presentation looks at the impact of social media on the modern, digital-savvy consumer and furthermore, suggestions on how agencies need to adapt the way they look at research, profiling and segmentation.
Text of Curated Identities
2. Gavin HiltonSteve GroutDiane MurphyDave Kaye Karen Zahorsky Rapp UK TBCH UK DASFlamingo UK DAS NY Ozioma Egwuonwu Dominik Von Jan Rapp NY Proximity NY Cindy TrishAndy HobsbawmPeter RussellCommunispaceThomas Watson DAS TBCH UK OmnicomSarah MorningStephen MurrayAgency Republic UK Organic NYCamilo LaCruz Ednyfed Tappy Tom HarrisonRAPP NYPam Larrick Flamingo DAS NYJavelin NY Scott Hagedom Sam Hornsby Sally Williams Emma GildingAnnalect NY Mark Stapylton Flamingo NYDAS In:Site NY Hall & Partners NY 3. THE SHIFTCONSUMERS?MARKETERS?RECOMMENDATIONS 4. THE SHIFT 5. Humans are broughttogether through aninnate human need to belong 6. The social medialandscapereflects ournatural instincts 7. THE NOTION OF SHARINGIS PRIME 8. I SHARETHEREFOREI AM 9. Social media hasfacilitated afragmentation andcuration of identity withinthe modern consumer 10. DAUGHTER FRIENDGRADUATESPORTSWOMAN 11. SHAREINTERACTINSPIRE 12. CONSUMER? 13. IMAGEMATTERS 14. Social media =many conversations with many people all at thesame time 15. COMMUNITY? 16. COMMUNITY? 17. COMMUNITY? 18. COMMUNITY? 19. MaleRebels who wish toFemale Male18-24 Artists who use Performanceescape traditional 18-49 30-45 technology toEnhancerssocietyOLDNEW create 20. Gavin HiltonSteve GroutDiane MurphyKaren Zahorsky RappTBCHDAS Dave KayeDAS NYFlamingo Ozioma Egwuonwu Dominik Von Jan Rapp NY Proximity NY Cindy TrishCommunispaceAndy Hobsbawm DASThomas Watson Peter Russell OmnicomTBCHSarah MorningStephen Murray Ednyfed TappyAgency Republic Tom Harrison Organic NYPam Larrick Flamingo DAS NYJavelin NY Scott Hagedom Sam Hornsby Sally Williams Emma GildingAnnalect NY Mark Stapylton Flamingo NYDAS In:Site NY Hall & Partners NY 21. ELICIT UNIVERSAL MOMENTS 22. Consumers are lesseasy to separate intodistinct groups 23. COLLEAGUEHUSBANDMultiple identities of consumer MUMSMUMS groups NON- MUMSBOSS FRIENDSYOUNG COLLEAGUE 18-24SPROSLECTURERFRIENDS BOYF/FAMILY COLLEAGUE GIRLF 24. Tribes unitethrough similarsub-identities TRIBETRIBE 25. MARKETERS? 26. Social media has facilitateda fragmentation andcuration of identity withinthe modern consumer 27. Many conversations with many people all at thesame time 28. Mobile allows you to live in themoment 29. ADIDAS 30. RECOMMENDATIONS? 31. PUT YOUR WAR PAINT ON 32. Consumer tribes are vital toget the deep insightsneeded to understand themodern consumer 33. BE STRONG 34. Embrace flexibility butdont lose sight of whoyou are 35. WE BELONG TOGETHER 36. Humans are broughttogether through an innatehuman need to belong 37. GET MOBILE 38. Seize the opportunities thatmobile offers in order to get tothe heart of the consumer 39. LOOK AND LISTEN 40. In this digital landscapeagencies need to adapt toensure that insight is linkedto real-time 41. We have seen a similar upheaval in marketingbefore. In the 1960s, marketers who embracedthe power of television, broad-based insightsinto psychology and demographic data createdworld-class brands and billions of dollars invalue. At that time, if you didnt advertise onTV, you lost. Todays new tools offer a similarchoice: Build a deep understanding of yourcustomer, or risk irrelevance.Jamie Beckland, Mashable, 2011 42. Alexandra Hanlonalexandralhanlon@gmail.com