Question: Senior executives are increasingly being told by their teams that Social Media is important to the health of their brands, but how do we “make it real” for the executives who fund Social Media and Social CRM initiatives?
One way is through segmentation. Senior executives understand segmentation and how to use traditional segmentation techniques to generate superior profits, ROI and brand performance. But the rise of the internet and social media platforms has created “Generation C" (for "Connected"), a segment that transcends the traditional demographic and age-based segment definitions of Traditionals, Baby Boomers, Generation, X, Generation Y (Millennials) and Generation Z (Post-Millennials). Though Nielsen, who introduced the concept of Generation C, says they tend to cluster in the 18-34 age group, this author believes that, in reality, Generation C can transcend all age groups (although they tend to appear less frequently in older segments). This is because it is a psychographic segment descriptor – Generation C describes attitudes, behavior, values and lifestyles unique to this group.
Generation C are tech-savvy, web 2.0-savvy “digital natives” who view the global internet, social media, mobile devices, interactive TV and gamification as the “new” media – it’s where they play. According to Dan Pankraz, a digital marketing executive in Australia, “Genny C’ers” can be defined along the following psychographic (vs. demographic) characteristics:
1) a love of content creation & mashing;
2) tendency to form active communication rather than remain passive;
3) a gravitation toward social media sites where they can participate in discussions about different ideas and get involved in cultural conversations;
4) a desire to be in control of their own lives and a contentedness with complexity;
5) a desire to work in more innovative industries and be less restricted by rigid social structures.
Here is a link to Dan’s observations about Generation C
Also, here is a great article from Zoe Fox @ Mashable Tech that frames the Generation C discussion
What is your company doing to make its value proposition more attractive to Genny C?