More IDC Web2.0 Conference Thoughts: The Multi-Tasking Generation Y
June 25, 2008 – 10:04 pm | by Daryl TayMore on the IDC Web2.0 Conference yesterday (attendees aside), there were some great insights that I’d love to talk about.
Prof. Michael brought up a point that I personally identify with. He says sometimes he has a guest in the class room and the guest is talking to the class, but the class is talking to each other via IM (or maybe Twitter), in other words, we’re having multiple levels of conversation.
I hope this is not new to marketers by now. Listen to Sarah from ReadWriteWeb or Ian from MTV. Generation Y is doing this. All the time.
Sarah will tell you they won’t even read this far down a blog post. Ian will tell you we have the computer on talking to 7 friends with MTV in the background and alternate-tabbing between games while stopping once in awhile to sms someone.
And that’s the truth.
Marketers are not going to get our full attention. And they certainly can’t demand it. They’re going to have to fight for it, not by interruption, but with darn compelling content. Does this mean we absorb less if we’re doing five things at the same time? Without empirical proof I’m going to say maybe. But I feel it also makes us aware of more. I can’t walk out of a movie these days without picking up at least one or two brands featured in the show, and more often than not the conversation becomes a “hey did you see that BMW insert?” after the movie.
Speaking as a Gen Y consumer myself, I love it when brands make the effort to connect, and seem like they’re genuine. (not some scammy thing). I’ll talk to you about Sony, about EA Games, about Bluehost and about HP because I know that they’re at least recognising the new presence of the new consumers and trying. They may not be fantastic at it, but it’s better than pretending we don’t exist or are a “fad”. (full disclosure: my office does PR work for HP)
Speaking of listening, I wanted to talk about this yesterday and am further prompted by this comment. Dear Yahoo!, I love that you sponsor stuff like the Web2.0 conference, but Jonathan is right. Does it make sense to sponsor it when people don’t get what you’re about? I love the “social” ymail and I love how it was presented in a non-intrusive way together with the goodie bags. But wouldn’t it be cooler to connect with say, 60 people who are in the space, in the know and can really appreciate what your product is about? Or give them a chance to try it and be bought over?
If you’re willing to listen to a proposition (not for me, but for the local Singaporean blogosphere), let’s start a conversation!
Tags: bluehost, ea games, Gen Y, generation y, hp, ianstewartmtv, IDC web2.0 conference, im, mtv, multi-tasking, multiple levels of conversation, readwriteweb, sarahintampa, social media insights, sony, sponsorship, twitter, yahoo, ymail
4 Responses to “More IDC Web2.0 Conference Thoughts: The Multi-Tasking Generation Y”
By jael on Jun 25, 2008 | Reply
good stuff here. I’m a Gen X-Yer and I HATE marketing people talking down and just trashing out 30 second ads thinking they’ll still work. ha. or splashing some fancy ad buy on ST. Passe.
one of my favourite brands is Nike - they don’t have superb products/ child-labour free policies but that they really do know a thing or two on how to connect to their differentiated audiences. they’re one of the first big brands that really breathes tribe marketing. love how they zoom into women (their major market in Singapore) and also their campaign last year on the “underground scene”. Love their collaboration with Apple on their running gadget. Their campaigns are distinct, varied and relevant.
By Jo on Jun 25, 2008 | Reply
HP is trying? News to this disgruntled consumer.
The multitasking thing interests me. Is it youth? Is it availability? Is it a skill?
Certainly there is an immediacy about Gen Y that you can feel when you are in front of a lecture theatre. People are asking - what can I do with this NOW.
In some ways it is limiting. It means people don’t develop an objective sense - understanding what is NOT you.
Have you read “I love bees”? What interests me is that gamers don’t talk to the puppet master. The game is “reified” - treated as if it is real rather a social and political artefact.
That’s where I am at. The compelling is central (and hard to do), I agree. It is the edge that I am interested in - Gen Y as master of the campaign not just consumer of the campaign.
Looking for enlightenment here!
How’s Singapore - I enjoyed it on my stopovers when I lived downunder.
By Daryl Tay on Jun 26, 2008 | Reply
@Jael: Thanks! The best part is they THINK there’s more ROI in that newspaper ad than in social media! NO! You must really like that Nike thing! It’s the 2nd or 3rd time you’re talking about it!
@Jo: I think HP is trying! Perhaps it’s taking tim to permeate all aspects of the organisation, but they’re trying. Baby steps! What are you disgruntled with? Can I help put you in contact with someone to make it better? I personally don’t feel that immediacy. I DO want to know how it’s immediately relevant, but not necessarily how I can see results right now. I think multi-tasking isn’t so much a skill, but just being so used to being around so much media and content and consuming it that it becomes natural to be open to many things at once, though admittedly, that means not 100% attention to any single one.
I have not read “I love bees” would you recommend it? Very interesting thoughts! We should connect via IM or email!
Singapore is great =) I will be heading up to Canada in September for exchange for the rest of the year.
By Jo on Jul 2, 2008 | Reply
Hi Daryl, Slow on the uptake here.
I am in love with Jane McGonigal’s work - puppet master of I love bees. My post of 29 June has links to several of her presentations on the parallels between game design and work design. I am a work psychologist with a positive bent. This is good work.
Yes I do recommend reading I love bees. Jane is a PhD in Sociology from Berkeley so it is no light read but “I love it when it all comes together”!