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Tag Archive: Internet

Are You Looking for Gen-Y? Or Are You Waiting to Be Found?

Written on October 6, 2010 by Josip Petrusa

It’s becoming more obvious and apparent that traditional marketing and advertising efforts are not yielding the same traditional results. And this is something I’m been preaching for a while. We, Gen-Y, are different. It’s just that plain and simple. No matter which angle you approach it at, or what perspective you choose to believe, you would be a fool not too know that this generation is different.

For some reason, there is much dissent and debate to how strong these differences really are. And if anything at all, is Gen-Y that much different from everyone else. Truly, you would have to be blind not to understand the hurdles Gen-Y has created, both actively and passively.

The reality of the situation is that in a whole new world old tricks don’t necessarily always apply. With many aspects of the internet such as social media and video streaming, to the rapid emergence of the mobile sector and even the changing state of television, simply keeping on the same marketing and advertising path will lead you to over-expenditure of budgets compared to earlier years.

The issue at hand here is whether you are actively looking for your Gen-Y customers and consumers or whether you are simply waiting for them to come to you. Not only is this distinction imperative to understand, playing hide and seek with this generation can be extremely costly. We look where we choose to look. Not where you tell or want us to look.

We’re no longer subject to simply watching TV and waiting for the commercial to be over. If I’m not watching TV, I’m on my laptop. And if I’m not on my laptop, I’m on my BlackBerry. And if I’m on my laptop and BlackBerry, I’m not watching what’s on the TV. The most fascinating point in all of this is the only advertisement I remember is the cute one my girlfriend posted on my Facebook wall.

It’s fascinating because like most members of Gen-Y, I’m always connected with the platforms of TV, the internet and mobile. In any situation, we’re most likely on one of the three. And when it comes right down to it, I can hardly recall a time when a friend wasn’t more influential than an ad. If you want my opinion, you should hire Gen-Y to reach Gen-Y.

Nothing stands out more on Facebook, Twitter and LinkedIn, well in any circumstance, than a personal touch. Amidst all the clutter and noise, you have no choice but to eventually become personal in your relationships. Whether you like it or not, you’ll have to make that effort. It’s never good to assume anything, but just like everyone assumes the internet provides the answers to everything, everyone also assumes that everyone else is “social”. And this is slowly catching on with in the world of apps. “How come they don’t have an app?!”

So if you’re waiting to be found by Gen-Y, there’s a really good chance you’ll slip through the cracks. It’s not about presence. It’s about engagement. With everything we have technologically available, we actually know about everything before it comes out. And we’ve already made our decision before you’ve even began advertising to us. And we’ve made our decisions known to everyone around us. It’s an interesting cycle and endless cycle.

I’m not the doom and gloom type nor am I suggesting Gen-Y is unreachable. In fact, this is probably greatest moment in time when you can actually reach who ever you like. And it’s not an issue of great content. Great content has always existed. You just have to jump into a Gen-Y frame-of-mind. You have to be interesting, different and use what we use. You have to come looking for us.

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Using the Millennials to Your Uncharacteristic Advantage (Part 2)

Written on October 1, 2010 by Josip Petrusa

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The Millennials have had an unprecedented impact on just about everything. Their behaviour, actions and mode of thought are significantly different from anything we’ve seen before. And as I suggested in my previous article, the strength of the Millennials is more profound than often perceived. While they create a digital gap between themselves and their parents at one moment, they at the same time close that gap by actually being the providers of technological necessity.

Though the parents of Millennials are amongst the largest growing segment in area’s such as social media, they do not hold that same inherent behaviour and savyness that Millennials bring. As I alluded to in my previous article, though you might not understand the technological behaviour of the Millennials or even agree with it, you will undeniably use their strengths when needed. And as a result, they’ve single-handedly become the biggest influencers of their parents and those seeking answers Millennials can quickly find.

Beyond this, Millennials hold an established and significant level of influence over their Millennial colleagues. From aspects such as personal opinions, shared emotions, growing networks and instant communication, their level of influence on each other is overwhelming.

The traditional friend-to-friend, acquaintance-to-acquaintance and even person-to-person influence was always reserved for those few individuals you would always interact with. Just 5 years ago, before the mainstream boom of social media and mobile devices, our group associations were smaller, more intimate and based on established relationships. But thanks to technological advances, everything has been redefined and amplified.

Though the value of relationships has stayed the same, the way we approach and build them has changed forever. Just 5 years ago, our influence would only reach those simply around us on a daily basis. Now, each individual, each Millennial is a network in themselves. At any given moment, each Millennial is being influenced by the hundreds of different networks that are encompassed within all their supposed friendships.

From the ongoing publicly viewed conservations, shared thoughts and experiences, and pure but simple personal opinions, these characteristics have become the growing and defining moments of many of our decisions. As a result, the slightest influence will either persuade or dissuade our decisions and choices. By no means should we be considered naïve. Rather, we’re merely highly informed to just about everything that happens.

This should be no wonder as Millennials lead the way in many areas of social networking and mobile phone usage. The value and significance is known. And success always sounds like stories of lore from times past, since no one has been able to truly keep a sustainable effort. There have been flashes of brilliance with viral marketing campaigns. But like biological viruses themselves, these viral successes come and go only to be talked about as “remember when…” thought pieces for the future conversations.

What we know is that Millennials connect, share and absorb. Yes, absorb. To borrow a misquoted line from the Field of Dreams, “if you build it, [he] they will come.” And as usage rates increase in just about every field with the Millennials, the analogy does relatively hold true. So how do you penetrate the Millennial mind? How do you influence these influencers from the inside?

The reality is there is no straight answer but that shouldn’t suggest it can’t be achieved. It’s rather difficult to market and advertise to us because we’re looking where we want to look and not where you want us to look. A starting point would be to think like a Millennial. Understanding what values Millennials hold would be the next step. But the underlying factor in all of this is that Millennial-to-Millennial influence can’t be de-emphasized or misunderstood. Good or bad, the Millennials networks will decide everything for you.

Everything is always just one Facebook share, one tweet, one text away from a decision.

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Using the Millennials to Your Uncharacteristic Advantage (Part 1)

Written on September 28, 2010 by Josip Petrusa

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Understanding that today’s youth is growing up technologically advanced really is no big secret. The boom in social media and mobile devices amongst other technological advances has not only defined a generation, it has created a generation of digital natives. And at the same time, these digital natives, the Millennials, have redefined the world we live in.

It should be no wonder that my grandfather is in awe of my incessant BlackBerry use. Nor should I be surprised that my parents understanding of the internet is significantly different from my understanding of it. What is seemingly natural to us is so obviously alien to them.

But in the midst of everything, a sense of organized chaos has begun to emerge. Though my grandfather and parents are impervious to adapting to my way of life and though they will only ever be minimalist, at best, of the things I use, they, along with many others, have found a way to effectively use what Millennials use everyday.

Naturally and historically, our learning patterns have always had a top-down approach. Our parents would teach us. Our teachers would teach us. Our jobs would teach us. Well you get the point. There was always a sense that we would learn from an already established source. With that being said, the Millennials have unmistakably become this established source that many of our elders will learn from.

Always being connected, always sharing and always absorbing information, it would be undeniable to suggest that Millennials don’t know a trick or two their parents aren’t aware of. After all, Facebook was invited by a group of Millennial for Millennials. Smart phones were once considered instruments of professional business women and men, and have since been brought into the mainstream by a generation of exuberantly minded youth.

Realistically, a Millennials way of life will never truly be incorporated by many of those older than them. However, should the need arise, of which it has become a growing and continuing need, my grandfather, my parents though themselves not inclined to many technological aspects have me as a means to an end. Millennials, and myself included, have become the biggest influencers of our parent’s generation.

And as our parent’s generation, the Baby Boomers, still represent one of the largest portions of the population with unquestionable spending power, the Millennials can bridge a gap advertising and marketing really can’t fill when it comes to all the modern advancements that are occurring. Those mediums simply create a sense of awareness. However, at that same moment, Millennials already have the inside-scoop. Forget about the sales woman or man, Millennials have become the sales personnel for their parents.

Their influence comes at a time of rapid change. To suggest that all those older than the Millennials aren’t “in the know” would be a mistake. But it would be a mistake not to know that Millennials have an unprecedented influence on their parents. After all, we’re on pace to own more materialistic objects and consume greater amounts of information than ever before. Not only have I single-handedly owned more cell phones than my parents combined, I’m aware of information and sales and deals and anything else before it even becomes a thought for them. It’s not that our parents aren’t capable of doing the same. In many instances they are. They just simply don’t have to be. Especially when we, the Millennials, are their children.

Stay tuned for Part 2, when jump into deeper, more creative and adventurous waters.

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The New Twitter is the New Standard

Written on September 17, 2010 by Josip Petrusa

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This last Tuesday evening, Twitter announced a major redesign and launch of a new web interface. After watching the live-feed of the actual presentation, though I was amazed and absolutely impressed by it, I couldn’t help but think what a definitive game changer it will become. And with it rolling-out to all users over several weeks, we all had to simply wait and see.

But low and behold, by late morning Wednesday, I was amongst a “privileged” few who were using the New Twitter platform – hopefully this should show all my tweeps who weren’t otherwise convinced. Furthermore, every inclination I had to it’s game changing ability was made more than apparent. That’s when the ideas, comparisons and futurist thinking took over.

After spending more time playing around with it than anyone would be willingly to admit, of which was at least a few hours, the possibilities, opportunities and future success seemed endless. Though I won’t necessarily address all the new functionality of the New Twitter platform, I will address a series of issue that will not only bring glory to Twitter. And examine how Twitter will single-handedly change what we expect from the internet, social media and all social networking platforms.

Twitter has traditionally been known since it’s creation as a single column of incoming tweets. Other than being able to open a little profile window for tweeps within your stream, there was no sense or ability to stay on the same page after clicking a link. As the picture shows above, Twitter has created a two columned screen. The one on the left representing the incoming tweets, which also has an infinite scroll function. And the one of the right that opens into a new window when clicking on profiles, tweets and tweets marked as conversations, pictures and videos.

With that being said, one of the biggest weakness I’ve always found with anything online is the fact that you always had to move into a new window or tab after clicking a link. The New Twitter not only allows you to watch a tweeted video, but you can continue to observe tweets and send tweets simultaneously. Talk about the leveraged ability this presents to brands, advertisers, companies and everyone else tweeting their own work, photos and videos. It definitely promotes content sharing, while leveraging continuing tweeting and giving us the further ability to absorb more.

The new interface layout will definitely resonate with the Millennial generation, who are amongst the current lowest users of the site. It provides them their growing want for online content while keeping them on the same page and connecting further at the same time. Once the New Twitter becomes mainstream, get ready to see an unprecedented growth amongst this group. All the ingredients are there.

Being a Millennial myself, the New Twitter has created wants for a few more advancements, both equally within Twitter and further online. Why limited the 2nd column to tweets, conversations, profiles, tweeted videos and pictures? Why not open up the actual links within that column? I can only imagine this is the next step within Twitter’s future. But if Twitter created the capability to do this, no one would ever leave Twitter, because, well, you wouldn’t have to. Twitter could realistically become an interface network where everything runs through it. And if Twitter wants to fly me down to San Fransisco, I’d be more than glad to share an idea or two.

Interestingly, the New Twitter also highly reciprocates the a touch-pad and screen interface and functionality. There is no denying touch-screen technology is the future. And it seems Twitter is jumping on board before everyone else. Imagine the impact this will have to Facebook and YouTube. Although YouTube remains king of the video castle, I can only but wonder and believe other online video channel’s will garner significant growth from Twitter’s progress.

Equally, at a time where Facebook users are growing, there doesn’t seem to be the same coolness and overall sentiment that existed 2 years ago. Though it might be a little soon to say anything, but “Facebook who?” has become seemingly more realistic, if my just the slightest margin. But my hunch is Facebook won’t wait around but will match Twitter’s effort with the a sophisticated overhaul as well.

In the end, not only does Twitter win in this situation, but further they have set a new standard everyone else must follow. Aside from the better functionality and content distrubiton, amongst other characteristics, I can’t help but think the New Twitter is targeted towards the Millennials in hopes of getting them on board, since it offers significant aspects of what they want from an online source.

Further, this is an absolute big plus for brands, products, advertisers, companies and anyone looking to promote themselves. It encourages everyone to at least examine the tweet without missing anything and never leaving the page. I can only hope they pick up on this sense of new-age thinking and level the traditionalism behind.

And lastly, it will create a want for something greater. Why should we ever have to leave a page ever again? Why bother using anything else when everything I want is right there? Not only has Twitter raised the bar, they’ve changed the entire framework of the online game. And how we look at it. And how we think about it. And how we act on it.

So, forget about what you knew before. This is the new standard. This is the new online world. This is the New Twitter.

Advertising to Millennials Online: What You Can’t Afford to Do

Written on September 16, 2010 by Josip Petrusa

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With the sophistication of technology and media outlets, our want for control, demand, diversity and simply, our ability to do what we like when we like has clearly increased exponentially. It’s amongst the many reasons that have made the internet and online world such an alluring destination. It has become a growingly powerful untraditional location for all traditional media. An environment that the Millennials can most certainly resonate with.

The internet has undoubtedly provided something that can’t be compared to anything else available. It’s use can resemble the same sentiment. And once you consider the fact that 93% of those aged 12-29 go online, you begin to unfold the abundant potential the online world has to offer. A potential no advertiser or marketer can afford to avoid or not understand.

As the years have gone by, I don’t think there’s a doubt in anyone’s mind that advertising would have increased online. Not only is it poised to grow immensely within the coming years, between social media, online video, live streaming, sharing, tweeting and connecting, the ability to reach anybody has become absolutely priceless. But it’s hardly as straightforward and unproblematic as it appears to be.

Online advertising has taken on the very mediocre role that we’ve always understood traditional advertising to be. It really hasn’t changed from what we’ve seen on TV or in print. And other than a few success stories, there really isn’t that much glamour in what we currently see. Not only is this a lacklustre attempt to advertise, it’s the reason why online advertising dollars don’t nearly bring the dollar ratio traditional outlets do.

The reality is traditional advertising can’t function in the same manner online. With numbers increasing dramatically in the online video space for Millennials, there is a clear indication that their toleration and threshold levels are cause for concern for advertisers. Of those aged 18-24, 6 minutes of advertising seems to be the appropriate threshold level for an hour of online TV video. Interestingly, this is 50% more than all audiences currently view in online advertising per one hour of online TV video.

For all you wide-eyed opportunists, although these numbers seem inviting, they should be taken conservatively. Ad sensitivity varies drastically within this group. On one hand, 20% of 18-24 year-olds believe 10 minutes of online advertising is still “minimal” however on the other hand over 80% believe 10 minutes is “long enough”.

Though those numbers represent the online TV viewing demographic, something the Millennials highly represent, the thought process can be applied to ad sensitivity across all online mediums. The reality is Millennials have varying toleration and diverse threshold levels when it comes to online advertising.

Equally, there are few who are reinventing advertising with everything that is available. You have to advertise through social media in the spirit of social media not in the spirit of advertising. And the same can be said for many other areas.

Interruptive and intrusive are closed immediately. If I’ve gone to your website, I came there for the content not for the advertising. And if I have to choice but to view it, I’ll do something else in the meantime. Online ads are so easily circumvented. You have to understand that the Millennial are never simply doing one thing at a time. So why do you continue to advertise to us as if we do one thing at a time?

The reality is that although there is room for online ad growth, which will continue to grow, the Millennials don’t easily mix with it. There are so many online alternatives and so much happening at the same moment that Millennials can simply disregard everything you throw at them. This is not TV. We don’t have to wait to see what happens after the commercial. This isn’t a magazine where we have to flip through the pages to get to the story we want to read.

Is blanket advertising easier? Of course it is. Unfortunately understanding the online world isn’t as simple to dissect and comprehend. Traditional advertising revolves around the premise that most of us do and act in a particular manner, something of which is not the case in the online world. There are so many more factors involved than merely staring at the screen, since we’re probably staring at our smart phone screen just as often.

Simply ask any Millennial what they do online. After they tell you, you’ll see why it’s easier to simply advertise to “everyone”. Anything more specific will take extra effort. You’re all already spending more on online advertising than you really should be. And you all know those same advertising dollars don’t bring in the same returns from years past. So forget about traditional. Think Millennial. You won’t be able to afford to do it otherwise.

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7 Quick Ways To Think Like A Millennial

Written on September 10, 2010 by Josip Petrusa

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It’s always fascinating to watch companies, products and brands trying to target Millennials. Yes, we YouTube, Facebook, text, share and connect, but just because we do it shouldn’t suggest that if you do it we’ll necessarily tag along. Just like you shouldn’t assume that if we “like” a Facebook page, it gives you permission to go beyond that and clutter our news feeds. If we wanted all that clutter, we would’ve asked for it.

With all that being said, many miss the target when going after Millennials. Simply, it’s because they’re not talking, thinking or acting like Millennials. Here are 7 quick ways to get you thinking like a Millennial. I’ll admit, they’re a little broad. But be creative. Be open-minded.

If it’s slower than a text message, it’s too slow.
We’re highly optimistic, seemingly regardless of the situation. Don’t deceive us, but do give us something to be optimistic about.
We sleep with our smart phones. We eat with our smart phones. We go to the washroom with our smart phones. Well, you get the point.
There’s some great and cool technology out there. Use it.
Chances are we’re doing more than one thing at a time. So why do you market and advertise to us like we’re only do one thing at a time.
Any situation we’re in could possibly warrant us to tell someone else about it. Give us something good to talk about. And don’t worry, we’ll make sure to tell everyone about the bad.
Don’t interrupt our daily processes. It would be the equivalent of us interrupting you while you’re speaking. It’s, well, rude. But hold on a sec, I have to send this message…

Targeting the Millennial market is by no means an easy one. Will every suggestion we give ever really be taken into consideration and put forward? I doubt it. But if you’re smart about it, there are a series of clever and non-traditional ways that can be used, aside from the over-emphasis on social media marketing along with other obvious and quickly drawn conclusions. Effort is definitely being wasted in many area’s and missed in others. Though these 7 points don’t necessarily represent all that there is to know about Millennials, but they most certainly give you something to work with. Just remember, think like a Millennial. It’s easy, isn’t it?

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What Does Having 500,000,000 Users Really Mean?

Written on July 23, 2010 by Josip Petrusa

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For all those paying attention, we saw Facebook make history yet again. This last week, the social networking website hit a new high by being the first social network to hit half of a billion users. I have to say, that’s pretty impressive.

How could it not be? CEO Mark Zuckerberg needed just over half a decade to create something that by population would be the 3^rd largest country in the world. What an accomplishment. I have to stand up and simply say “bravo!”

But now I find myself sitting down. Questioning, exploring and digging deeper into the situation. Social networking and the whole social media phenomenon is hardly an exact science. And there are few who can truly understand and grasp all that is going on.

Yet, we find ourselves with thousands of people proclaiming themselves as social media “experts” and better yet, “gurus.” Don’t get me wrong. These “gurus” know a thing or two. The theories and concepts behind it are only half of the story. Being able to truly understand the numbers is something else.

With 500,000,000 users, Facebook is at the top of the mountain. They are the big player here. But what does it really mean to have a half of a billion users? The number itself can be mystifying and overpowering. So we’re going to break it down. Here is what 500,000,000 users can be broken down in to:

Twitter is known for having 60% of its users come from outside the US. Facebook, on the other hand, has 74% of its users coming from outside the US.
The US represents approximately 26% of Facebook users. While the United Kingdom at approx. 5.4%, Indonesia at 5.2%, Turkey at 4.6% and France 3.9% rounding off the top 5 countries by users.
The US represents the #1 nation by users at 128,936,800. A distant 2^nd is the United Kingdom at 27,020,020.
Out of 187 countries that have Facebook users, 74 countries having 100,000 users or less; 54 have between 100,000 – 1,000,000 users; 45 have between 1– 10 million users; 10 have between 10-20 million users; and 3 have between 22-27 million users.
66% of all Facebook users come from North America and Europe.
The top 20 countries with most users make up approx. 76% of all Facebook users. While countries #2 to #20 make up 50% and the remaining 167 countries make up 24%.
Of the 10 most populated countries in the world, which account for approx. just over 4 billion people, Facebook users only account for approx. 4.5% penetration of this population (although the US. makes up approx. 72% of the 4.5%)
Equally, of these 10 countries China, India, Brazil and Russia have their own distinct social networking websites.

China: Qzone – 388 million users; 51.com – 160 mil. users; Renren – 120 mil. users; Kaixin001 – 75 mil. users.
Russia: VKontakte – 81.5 mil. users.
Brazil and India: Orkut – 100 mil. users.

Other notable social networking websites include:

MySpace – 130 million users.
Twitter – 105 mil.
Friendster – 90 mil.
hi5 – 80 mil.
LinkedIn – 70 mil.
Badoo – 69 mil.
Netlog – 65 mil.
Bedo – 40 mil.
Mixi – 30 mil.
Cyworld – 24 mil.

(These are just a few of the major social networking websites that exist around the world besides Facebook. A few of what is easily hundreds of websites targeted at a countless number of demographics.)

I’ll admit, these statistics are very orientated towards a “user” centric argument. However, this is what the Facebook discussion was about all week. Aspects like continued growth, value and active users is a completely different set of circumstances. But a set of circumstances that would be worth exploring.

And I’m not trying to tarnish Facebook’s great accomplishment here. What I am trying to point out is that we shouldn’t always be so easily blinded by it’s success – especially when Facebook currently plays a minor role in many of the biggest markets in the world. Though, this can change in a matter of years. Than again, it could all change in a matter of years.

What’s really fascinating here is we begin to see why marketing via social media is not that easy. Albeit the US makes up 129 million users, the remaining 74% of the users come from outside the US. Unless you specifically know that a brand or product consumer base is located in the US – and if my understanding of fan pages is correct – trying to target a brand or product that is international would be difficult and time consuming.

In the end, there has to be some kind of value in all of this. How could there not be when hundred’s of millions of people are using social networking websites around the world. And though Facebook boasts the biggest user base in the world, they walk on uncertain grounds as they have to rely on a large number of smaller pockets of users. Something that is even more uncertain in the face of other regionalized networks that already hold particular territories. Something also to consider if for some reason Facebook should begin to decline in the US.

After all, anything is quite possible when it comes down to social networking. No one is immune to collapse, idleness or decline. Though, anyone can achieve dramatic success. We’ve already seen major swings and examples to live by. The only question is, will history repeat itself? Will Facebook be ready if it does.

(Sources: Wikipedia, Facebook Press Room, Twitter Blog, LinkedIn Resource Center, Facebakers.com, TechCrunch, ChinaSocialGames.com)

Social Media: The New Social Movement

Written on June 28, 2010 by Josip Petrusa

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After a very interesting weekend, the streets of Toronto are finally quiet. As the G20 Summit has wrapped up, many Canadians and Torontonians find themselves with a plethora of discussion pieces for the week. Whether it be the G20 Summit agenda and billion-dollar security bill. Or the events that transpired in the streets of Toronto in the clashes between protestors and riot-geared police officers. Regardless of your support or indifference, no one can deny the growing impact social media is having on situations such as this.

Real-Time News

From video to pictures, updates of the events taking place to personal opinions, YouTube, Flickr, Facebook and Twitter have not only become the platforms of information. They’re the libraries of knowledge. They’re the new “Breaking News”. News, knowledge, and information are no longer an aspect of the morning headlines, professionals or the 6 o’clock news. Not only has social media changed the game, it has given everyone the means to be heard and seen. A remarkable characteristic that is relatively new.

It’s remarkable because democratic values have existed for some time. However, only all aspects of the “truth” have been made available in recent times. But don’t be fooled. In no way should this suggest that absolutely everything is true or represents the truth. Though, it shouldn’t be suggested that everything is a misconception or misinformation. Rather it should be understood as uncovering the personal sentiments, events and information unfolding before our BlackBerry’s, cameras and “updates”. An aspect that wasn’t ever possible before.

We Are All Reporters, Broadcasters and Cameramen

And even though a sense of bias will always exist through the “eyes of the observer”, the value of a few “eyes” is significantly different from hundreds to thousands that exist now. You combine this aspect with advancements in mobile communication and mobile technologies, add a crowd of thousands full of smart phones, digital cameras, all with access to social media at a moments notice and you have yourself a mind-blowing event. Now imagine if we had these capabilities throughout time.

There is no doubt that social media will have an imperative role in social movements. Not simply social movements understood in the pretence of protests, marches, demonstrations and riots. But any social characteristic that is somehow effecting society. From early examples, such as Tiananmen Square, to Obama’s presidential campaign and the Iranian student protest of last year. Along with events as recent as the Toyota recall and the continuing outrage towards the BP Spill. Social media is becoming the grounds where movements will continually exist and take place.

The Future of Social Movements

What’s fascinating is social movements will only grow through social media. Not only will all sides of a matter be represented. But you’ll have the bystanders and commentators dragged into the mix (willingly and unwillingly). Everyone will have an opinion and everyone will have a side. Something that will be prompted by the social media savvy Millennials.

A demographic that is not only aging with social media but also, one that’s highly opinionated. They’re a generation where the vast majority of them live through social media. And will value friend’s opinion over anything else. What a powerful combination all this can be when you’re dealing with something small like a bad customer experience or something as big as the G20 events that engulfed the streets of Toronto.

The internet, technology, and social media have dramatically revolutionized how we see the world. With every second of video, every picture taken, the Facebook updates and tweets, everyone has somehow become part of a movement. Although these movements could be something small affecting a few people, they can undoubtedly have a powerful and expanding effect. Social media allows anyone to share their opinion and point-of-view, but it also unites people. Whether it be for better or worse, any type of social movement can now easily flourish through all the social streams. The deciding factor will be what friends and followers decide to believe. It will be a matter of what opinions Millennials choose to accept.

Will Gen-Y Be The Green Generation?

Written on June 24, 2010 by Josip Petrusa

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There’s Al Gore’s “An Inconvenient Truth”. Hurricane Katarina, Haiti earthquake and the 2004 Indian Ocean tsunami. “Gas-guzzling” and oil to biofuels. The change from global warming to climate change. Consumerism, waste, energy, over-consumption, deforestation and globalization. And the most recent and continuing BP spill. A true myriad of issues. Issues that all have one thing in common. And that’s the issue of the environment.

The environmental issue and movement isn’t really that new of an idea or trend. Every decade over the last century has seen its share of concerns and worries. Not to mention issues prior to that. But even with all the discussion around the environment, it has only culminated to a global issue and trend as of late. And like anything else, it won’t be solved overnight but is being planned to be solved over time. A time in which Gen-Y will be at the centre of the solution and leading the way.

Gen-Y and The Environment

But does this make the Gen-Y the Green Generation? As a Gen-Yer myself, I’m undecided on the issue. Not because I actually don’t want a better and greener environment. But rather, what does our sense and perception of “green” really mean? Does going “green” and being “greener” actually represent what it implies? Most importantly, does Gen-Y actually care enough to be green?

All indications suggest we do care. However, is this a result of having more ability to be green now as compared to 10 years ago? Right now there are more products and brands that are becoming green, going green and simply predicated, green. As this increases, “green” availability appears to be making things greener. Though, this wouldn’t suggest that we actually care to be greener. We might be ranting and raving over Twitter about the BP spill. But what are really doing about it?

Greener… By Accident

Being green is definitely not as easy as it sounds. There is still yet to be an automaker that has made an affordable hybrid or electric vehicle for Gen-Y. Further, as we are less concerned about driving and owing cars with our multi-tasking mentality, Gen-Y highly considers taking public transit along with other cheaper methods. Our move away from cars in order to “do more” is a great green by-product. Then again, would this change if automakers did introduce greener and cheaper cars for younger ages to buy.

The “green” dilemma takes another twist when you look at our hyperconsuming lifestyle. There is no doubt that Gen-Y wants everything and they will buy it. The smart phones, the closets full of clothes and anything else for our “dream-life”. And I’m not trying to lay the guilt trip on anyone. All of Gen-Y, myself included, shares the Gen-Y mentality in one way or another. But as green as I am by doing simple things such as using cold water to wash my clothes and proper recycling, I can’t change before other products themselves, which I use everyday, have recyclable qualities. And products that are recyclable, often don’t have practical recycling methods. Unless you are very willingly to change your lifestyle dramatically, being green with what we have available to us doesn’t make all that much sense.

That’s not to say that we are doomed or headed to an environmental catastrophe (even though that might seem to be the case). Rather, we are becoming greener through a series of passive and fascinating manners. A course which in large part is due to technology. Though our use and reliance on technology and technological gadgets will incur its own“green issues” that we have yet to face, there is no doubt that a move away from magazines, books, newspapers, CDs and DVDs to online substitutes will have a more positive environmental effect. A technological attribute that will follow Gen-Y into the future.

Gen-Y: The Greener Generation

The complexity and complexion of environmental issues are by no means simple. That is not to suggest that there aren’t solutions. What’s interesting is that these solutions are the result of Gen-Y characteristics rather than implemented solutions from environmental agendas. As Gen-Y moves away from the romanticized ways of how life once was to a greater online and multi-tasking manner, Gen-Y appears to be the Green Generation. But when you consider aspects of Gen-Y’s pursuit of a “dream-life”, the opposite would be true. The reality of the situation is that the environmental issue is much bigger than this article, as other issues will arise over time. And we might not be the perfect saviours of the environment, but it can’t be denied that our unique characteristics will make Gen-Y a greener generation. “Greener” is definitely a start.

What Lady Gaga Can Teach Us About Brand Success

Written on June 14, 2010 by Josip Petrusa

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Everyone is constantly looking for those characteristics that create success. Whether that be personal or corporate, the way we sell our ideas matters on many factors. It also matters to know what your goals are. Success itself can mean a variety of different things to a variety of different people. In an era when communication growth is rampant, having the right message and exposure is just as important as having a great idea. Depending on the goals you want and what you believe success to be, it could be a matter of incorporating just a few characteristics or having all of them. And we really don’t have to stray that far to find some great examples to dissect. One of the greatest ideas marketers, advertisers, brands, corporations and individuals can follow is the ideas that makeup Lady Gaga.

Known for her unordinary, unusual and artistic sense of style, Lady Gaga has already had an extremely successful career in what has only been a few years. At the young age of 24, she has sold over 11 million records worldwide along with 40 million singles. To go along with this success, she has become the first artist ever to surpass 1 billion views online on YouTube along with having the most watched video, which is her song “Bad Romance”. And although this is not an everyday occurrence, not to mention it’s also an extreme case of success, the fact of the matter is we can all learn a thing or two from the Gaga effect.

As the founding member of the billion views club, many questions of how and why come to mind. But more importantly, it’s a matter of what she has done to get there. The what can be found in two defining characteristics, the first being the growth of online video streaming. With the growth of technology and viewing devices, such as smart phones along with the introduction of pads, the ability to watch whatever you want whenever you want to is a characteristic many can relate to. But more significantly something Gen-Y is relating to and growing with. As their want for “now” continues to exist, Gen-Y will effectively carry online video streaming into the future.

Though it is not simply a matter of online video streaming. Everyone seems to forget about the basics of providing great content to be viewed. I know creating great content is always simpler said than done. But creating something different is usually what it takes. And Lady Gaga is definitely different. You combine Gaga’s ability to differentiate, add some great videos, not to mention some catchy songs and you begin to see why she’s had such great success. It definitely gives you a few reasons to see what she creates. And though her ability to differentiate and create content are imperative characteristics to her success, there is one attribute that is fundamentally necessary and that is her ability to connect with her fan base.

Often referring to herself as the “Monster”, Lady Gaga has dubbed her fans the “Little Monsters”. It goes quite well with her Monster Ball Tour and her latest record, The Fame Monster. Talk about great (consumer, customer,) fan engagement. The fans or Little Monsters are made to be part of the whole process. Everything she does she does for her Little Monsters. And she’s gone as far as tattooing Little Monsters on her arm. In my mind, it’s something very similar to Hulk Hogan, Hulkamania and all the Hulkamanics back in the heyday of “professional” wrestling. Who hasn’t heard of Hulk Hogan? It all lies in the ability to create an idea that turns people into the process. Make those people the purpose of the process. And finally, make the purpose different from anything else. It’s “monsters” because they’re different from other people in society. Who really wants to be the same as everyone else?

When you combine great engagement with great differentiation, you will get great results. Gen-Y will not only reward you for that engagement but add a flavour of great content and you will turn a great number of viewers out of them. The idea behind Lady Gaga is to create great content, differentiate and engage all those who make her success possible. Leave it up to Lady Gaga, herself from Gen-Y, to create amazing success by using Gen-Y ideals. Ironic, isn’t it.