Every businessperson knows one must identify their potential market. That is what demographics is all about, right? Not so fast, my friend. In today’s ever-changing world, we now need to incorporate a new factor, the generation. The lines blur between generations and two people 5 years apart may identify themselves with the older or younger generation. A person born at the end of Generation X might identify with Y and
a person born at the beginning of Generation X might identify with the Baby Boomers. Everything plays a factor now including where they grew up, if their parents were divorced or not, how much they and their parents make. Let’s take a look at the description of each generation, not their actual age, although I do reference what years each is most likely born.
The Greatest Generation
Born between 1901 and 1925, this generation also has been called the Depression…
Yesterday the world was sharing this very funny video by Kevin Bacon. Unless you live under a rock, you have probably seen it. For those that haven’t, Kevin very seriously tries to address Millennials about 80’s awareness. I laughed at the “getting nuked” part – since I lost a couple of friends that way also. But something about it bothered me.
The first time I saw it, he said something about Twinder. I dismissed it at a purposeful mispronunciation of Twitter, a crack at my generation and our mixing up our social sites. Many of my friends’ call Facebook Facecrack since it tends to be addicting. I have heard people call Myspace Myface and so on. I have heard friends refer to Myface, Spacebook, Facecrack (my favorite) and so on. Then I shared the video with my wife and when he said it again – I thought “wait – is there such a thing as Twinder?” The horrified thought that I was one-upped by a celebrity regarding any legitimate social site was appalling to me since social media marketing is my job. I had to Google it immediately! Twinder is a proposed search engine for Twitter – based in cloud computing (that is my simple understanding from reading it once – read more yourself) I see many sites come and go so I really don’t pay a lot of attention until it at least becomes a factor. Then again, I usually at least know what each site or application is, even if their existence is a blip. How did I miss this?
This thought continued to plague my dreams and was even wondering over breakfast “did Kevin Bacon drop the word Twinder as part of a clever marketing scheme?” WOW! What a sneaky way to get the word out. Bury the single word “Twinder” in a joke PSA that has a major show (The Following) perceived as the money behind the joke. Because guess what? It made me look Twinder and discover it was at least a thory. Now that I read about it, of course I wanted to try it. So this morning I set to work, Googling furiously and reading every single reference I could find (truth, I spent 15 minutes). I found one Google reference “Twinder app” and found an announcement from Reddit 4 days ago that Twinder app was now available. That took you to gotwinder.com to find your long lost twin, which laughed at me for believing Twinder was real – which then took you to Tinder.com, another matchmaking site. Other than that, this looks a rabbit hole – or is it? Did Kevin do it on purpose? Does he have a stake in the real Twinder? Or is it all just a big joke? You decide.
Earlier this morning before I had coffee – I misspelled Keven – I have corrected it – I was late to work at the time. Please excuse me Kevin – I thought it looked wrong!
Today I came across a very interesting article “Up In Arms” which made me think. The article discusses how America (and some of Canada) was founded by different people with different ideals. Dissecting American traits about gun control and violence, it occurred to me that the same differences might actually be applied toward social media marketing. After all, our job as marketers is to identify our clients needs and drive traffic toward a result, not to pick sides or push ideals. That being said, I am writing this blog not to answer questions or give some great advice, merely to point out things to consider.
1: You say potato – I say patato
Lets take this example of the common soft drink. On the west coast – it is a soda or a coke. I had a friend from Michigan who always called it a pop. I have heard east-coasters commonly refer to it as a soft drink. Californians will drink straight from a can, while a New Yorker will usually put a straw in the can. These differences seem trite, but in marketing, are they?
2: Where are you marketing again?
Hypothetical: You live in Kansas, and you are doing work for a client in New York. We all know there are cultural differences, both geographic and otherwise. You have your demographic worked out for your target audience, which as a social media person, you are keenly aware of. The product is clear and you are to market it to Florida. We all are aware of politics, so playing neutral is always the smart choice. Now comes the one thing I never considered before, beyond just surface culture, politics, demographics. I pose the question: what if Kansas was England, New York was Germany, and Florida was Australia. Your marketing would change – right?
3: What is good for the goose – may not be good for the gander
This is the hardest one that eventually we all must struggle with. You have a great client who wants to expand. The marketing and image has worked in their home area for years. They have offices in the greater Chicago area. For some reason they have decided to expand into Dallas. They wish to keep their image and marketing exactly the same. Most of us know those two cities are different on many levels. What may be harder is to fashion a social media campaign that keeps the original area intact while embracing the new area. You are not going to tell your client no – right? Put it another way, the post you put up for them in Chicago may not be engaging in Texas and vice-versa. The post you know will work in Texas might put off your client and your don’t want to address that phone call either.
These are challenges that we all must face, from the clients wishes to the consumers palette – we are the chosen ones who must deliver.