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Chapter 1

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TopShop Reinvents its London Fashion Week Show on Google+ and Engagement Triples – Think Insights – Google. Majoring in up-to-the-minute affordable style, Topshop’s brave and irreverent approach has endeared the brand to fashion-conscious shoppers and industry insiders alike. In part, its incredible popularity stems from an unusual ability to straddle the gap between high street and high fashion. In creating excitement around its London Fashion Week activities, Topshop partnered with Google+ and unleashed a series of inventive online happenings that both grabbed headlines and stimulated deep engagement with its audience. Google+ features enabled not only widespread reach and unrivalled opportunities for broadcast, but they also paved the way for unique, individual, interactive communication with and among fans — a compelling combination that no other social platform could provide.

Through its The Future of the Fashion Show programme on Google+, Topshop truly democratised its highly anticipated AW13 London Fashion Week show. Setting the trend through innovative creative executions. YouTube_Insights_UK_Oct2014.pdf. Marketing to millennials: the rise of content co-creation | Media Network. In online advertising, we constantly crave the attention of that dynamic and yet all too often elusive demographic group: millennials. It’s tough work – they’re all glued to their laptops, tablets or mobile screens, but the chances of them taking in your carefully crafted message can be pretty low when you’re competing with twerking videos or Grumpy Cat. So how do we attract these people?

The answer is close to home: the millennials themselves are consistently producing content for their peers to consume and share. The trick for advertisers is to harness some of the ingenuity that millennials possess when creating engaging online content. One of the most effective ways to do this is by allowing the audience to become co-creators of the actual advertising content. Some of the strongest online creative content out there has seen a brand use the audience to help shape the direction of the campaign. At this year’s SXSW, Oreo co-branded to good effect when it turned tweets into treats. Traditional Women's Missing an Entire Generation of Readers. When Katie Holmes blindsided Tom Cruise with divorce papers at the end of June, jaws dropped and young women scurried to get the details on the news as quickly as possible.

For most young women, that meant turning to their digital devices to instantly find out what was going on and why. But what most young women ages 18-34 -- the millennial generation -- didn't do was turn to any of the traditional women's sites, such as,,,, etc. Even though young women's magazines had owned the hearts and minds of their audiences on the newsstand for decades, anticipating and responding to their every need, they have not established themselves as daily indispensable online destinations for their readers.

The question is why? Their female audience is certainly at home on the web. Traditional magazine brands are too often missing the key point of the internet's allure for their readers: immediacy. Let me explain. Then there is the platform challenge. Millennials & Social Media: Brand Expectations on Social Media. Did you know that, on average, GenYers follow about 12 brands passively and interact with 6? Find out all about ‘Brand expectations on social media’ in part 3 of our infographic series: Millennials & Social Media (based on a global social media study among youngsters)!

Discover the sectors which are most followed by Generation Y, drivers for following a brand and the top 15 consumer expectations from brands on social media. Most followed sectors The sectors most followed by Millennials are Media & Entertainment (51%), Fashion & Luxury goods (48%) and Food & Retail brands (48%). If we look at the generational differences between Gen Y & older generations, we noticed Generation Y is more interested in following brands from Media & Entertainment (51% vs 46% among older brand followers), Fashion & Luxury goods (48% vs 42%) and Sports (35% vs 32%).

Drivers for following a brand on social media Top 15 consumer expectations from brands on social media. Despite Digital Behavior, Millennials Continue to Interact with Print. It’s a common misconception that the millennial generation – whose approximate ages range from 18 – 34 – doesn’t read print media because they’re too busy browsing blogs, tweeting, and checking their Facebook News Feed. However, recent studies have shed light on the fact that these so-called “digital natives” still rely on print, both newspapers and magazines, as sources of information and entertainment. And in some categories, this age group is reading more print than ever before.

So if you’re looking for ways to reach this generation – which amounts to more than 80 million consumers – with your marketing message, don’t count out the important role that print media plays. Millennials & Magazines According to a study by magazine publisher Condé Nast, young peoples’ magazine readership is actually the highest it’s been in decades. Fashion and beauty magazines specifically have attracted about 50% more young female readers as compared to 2001, according to Condé Nast.

Millennials & Newspapers. How to Market to Millennials. There’s no denying that we’re becoming an increasingly digital society. However, this is presenting a challenge for marketers as they struggle to work out the best way to engage and develop meaningful relationships with this new breed of digital consumers. It’s connecting with the millennial generation which is proving a particular stumbling block as their preferences and behaviours are significantly different from that of other demographics.

Given the significant buying power the millennial demographic holds, it’s critical for brands to be connecting with millennials in a manner that is appealing to them. Millennials like to coordinate their own shopping experience through digital channels, social media and mobile communications. There’s a huge amount of consumer data available to marketers across all of these touchpoints and now they’re under pressure to be using this to their advantage and consistently delivering the personalised experience that today’s consumers demand. Marketing to Millennials.

The social predictions first identified when Generation X was young are now the norm for Generation Y or Millennials as they are known. Generation X assumed that their lives would be as solid and predictable as their parents’, the lucky baby boomers, but as they experienced one economic boom and bust cycle after another through the 1970s and 1980s, they quickly revised this perception.

Generation X might be managing in the face of this uncertainty but Generation Y take it for granted. For them, it is normal and, unlike their parents who had to learn how to adapt to the new realities of life, they grew up instinctively understanding how to survive. Traditionally, brands have targeted 25 to 34 year olds because they are likely to have a higher disposable income.

But the survey found that money is a big source of worry for Millennials with 52% fearing getting into debt and 23% saying they had to take a second job to get by financially. By Ian Malone, MD of Geemo. Millennials Rising: The Next Great Generation - Neil Howe, William Strauss. By the authors of the bestselling 13th Gen, the first in-depth examination of the Millennials--the generation born after 1982. "Over the next decade, the Millennial Generation will entirely recast the image of youth from downbeat and alientated to upbeat and engaged--with potentially seismic consequences for America. " --from Millennials Rising In this remarkable account, certain to stir the interest of educators, counselors, parents, and people in all types of business as well as young people themselves, Neil Howe and William Strauss introduce the nation to a powerful new generation: the Millennials. They will also explain: Why today's teens are smart, well-behaved, and optimisitc, and why you won't hear older people say that.

Why they get along so well with their Boomer and Xer parents. Why Millennial collegians will bring a new youth revolution to America's campuses. Why names like "Generation Y" and "Echo Boom" just don't work for today's kids. From the Trade Paperback edition. Social_media_mktg.pdf. What is Twitter, a social network or a news media? Twitter, a microblogging service less than three years old, commands more than 41 million users as of July 2009 and is growing fast. Twitter users tweet about any topic within the 140-character limit and follow others to receive their tweets.

The goal of this paper is to study the topological characteristics of Twitter and its power as a new medium of information sharing. We have crawled the entire Twitter site and obtained 41.7 million user profiles, 1.47 billion social relations, 4,262 trending topics, and 106 million tweets. In its follower-following topology analysis we have found a non-power-law follower distribution, a short effective diameter, and low reciprocity, which all mark a deviation from known characteristics of human social networks [28]. In order to identify influentials on Twitter, we have ranked users by the number of followers and by PageRank and found two rankings to be similar. Social media: The new hybrid element of the promotion mix.

A College of Business & Public Affairs, Murray State University, Murray, KY 42071, U.S.A.b College of Business Administration, University of Louisville, Louisville, KY 40292, U.S.A. Available online 10 April 2009 Choose an option to locate/access this article: Check if you have access through your login credentials or your institution Check access Get rights and content Abstract The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Keywords Integrated marketing communications; Social media; Consumer-generated media; Promotion mix. Brands experiment with Snapchat to reach and engage millennials | Media Network | The Guardian. Having seen the recent report from ComScore, the growing popularity of Snapchat among millennials (people aged 18-34) is clear – along with a shift which sees a move away from the use of traditional social media such as Facebook among younger generations.

Snapchat taps into people’s greater desire for privacy through self-destructing content. Teens want to share without fear of the potentially embarrassing legacy content being stored on channels like Twitter, which may come back to haunt them in later life. The channel has provided a forum prime for sexting – the act of sending sexually explicit messages, primarily between mobile phones – which has become popular among an audience keen to explore their sexuality. Lynx’s Snapchat experimentFor more strait-laced brands, opening up a channel prone to sexting might seem like a PR nightmare. Lynx’s Snapchat experiment, however, embraced this and addressed the issue head on, in a way that suited the brand proposition.

Educating the Digital Generation - Nr 01 - 2010 - Nordic Journal of Digital Literacy - tidsskrifter - - tidsskrifter på nett. To what extent can we describe young people growing up today as a digital generation? The concept of a digital generation has been dominating the public discourse on the role of digital media in young people’s lives (Herring 2006; Buckingham & Willett 2006). This is both seen in worries about the risks different media represent towards children and youth (Byron 2007), and in celebrations of the media culture among the young (Tapscott 2008). These overgeneralizations can easily be misleading and give the impression that all young people today are super-users and highly competent in their use of different media. A more critical stance is needed where we specify the characteristics of such a generation, and how this is articulated in different segments of young people.

Issues concerning a digital generation are closely linked to questions about how we develop an education system that is able to face the challenges of the 21st century. Conceptual positioning Side: 57 Side: 58 Side: 59 Side: 60. Understanding the Digital Generation: Teaching and Learning in the New ... - Ian Jukes, Ted McCain, Lee Crockett. Ian Jukes has been a teacher, an administrator, writer, consultant, university instructor, and keynote speaker. He is the director of the InfoSavvy Group, an international consulting group that provides leadership and program development in the areas of assessment and evaluation, strategic alignment, curriculum design and publication, professional development, planning, change management, hardware and software acquisition, information services, customized research, media services, and online training as well as conference keynotes and workshop presentations. Over the past 10 years, Jukes has worked with clients in more than 40 countries and made more than 7,000 presentations, typically speaking to between 300,000 and 350,000 people a year.

His Committed Sardine Blog is read by more than 78,000 people in 75 countries. Ted McCain is coordinator of instructional technology for Maple Ridge Secondary School in Vancouver, BC. Youthreport.pdf. Digital Generations: Children, Young People, and the New Media. #DMSchats: Should All Departments Be Engaging on Social Media? Digital Doughnut recently made the claim that all departments ‘must’ be engaging on social media. Mattias Drefs argued that “to become truly socially enabled”, businesses should employ "social media listening techniques" across the whole enterprise. Is social listening really enough? Should the whole business be actively engaging on social media, or could it spell danger to let all departments and employees have access to social media? We took to Twitter to ask Digital Marketing Show 2014 expert speakers, Andrew Grill, Global Partner, IBM and Gideon Lask, Founder and CEO, Buyapowa, whether all departments should be engaging on social media.

Digital Marketing Show: Is it solely the marketing team’s responsibility to engage on social media? Andrew Grill: Imagine if all phone calls were handled just by the marketing team? Gideon Lask: Absolutely not. Jonathan Davies: Do you think local store accounts (supermarkets, restaurants etc) create better relationships with customers? Meet the First Digital Generation. Now Get Ready to Play by Their Rules | Magazine. THE WORLD OF present-day college students has been shaped by videogames, even if they didn’t play them as kids. Growing up in Vancouver, British Columbia, Brian Wong played the first-person-shooter Counter-Strike for 10 hours a day. He went on to found Kiip, a company that rewards online players with coupons for real things like coffee drinks. Wong, whose own scholastic achievements helped him skip four grades of school and graduate college at 18, hopes to expand the approach to any other accomplishment that can be measured, such as fitness goals or homework.

Videogames have also shaped how millennials strategize about life. Indeed, you can’t navigate modern life without cheat codes. The Internet has redefined, if not art, at least what it means to be an artist. Jonathan Mak was an unknown graphic design student in Hong Kong when he found a back door to ubiquity. The system doesn’t always present such an easy target. Courtney Coleman | Tracks down mixtapes online. Birmingham City University - Sign In. Millennial Parents.