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Why Generation-C Might Be All You Need to See in Social Business

Why Generation-C Might Be All You Need to See in Social Business

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Published by iGo2 Group
I’m not sure if Richard Branson is offering a prize for this one, but the relentless search by our social sisters and brothers to unearth the true number of Cs in Social has left me a little giddy (although there may be more corporeal reasons for this). However the ever-thoughtful Brian Solis has just provided me an analgesic with his single-C Generation C article.
I’m not sure if Richard Branson is offering a prize for this one, but the relentless search by our social sisters and brothers to unearth the true number of Cs in Social has left me a little giddy (although there may be more corporeal reasons for this). However the ever-thoughtful Brian Solis has just provided me an analgesic with his single-C Generation C article.

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Published by: iGo2 Group on Sep 26, 2012
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 joliprint.com/mag
Why Generation C might be all you need tosee in Social Business
I
’m not sure if Richard Branson is offering a prize
for this one, but the relentless search by oursocial sisters and brothers to unearth the
truenumber of Cs
in Social has left me a little giddy(although there may be more corporeal reasonsfor this). However the ever-thoughtfulBrian Solis 
has just provided me an analgesic with his single-C
Generation C article.
The Seven Cs
It wasn’t so long ago that we had the comfort-food
version of Social Business dened as Community,
Connections and Communication. A simple 3 Cs,and since 3 is a magic number
I liked that
.I even became
a little daring 
in sales meetings andadded in Customers on the right, and Candidateson the left just to gauge the effect of my mastery!
Then, belatedly and rather shockingly I discoveredthat Brian had not only been using 4Cs in public butsecretly coveting a 5th! However his declaration of 
his discovery of the 5th C in The 5th C of Community,  Social Commercewasn’t without controversy as the
anti-Cs raised their heads – see comments.Stirred but not too shaken I battled on when, to mysurprise, our ownMichael Allan Greencame outand declared that there are indeed7Cs in Social. Ittranspired that, like the Seven Drawfs, one of Mi-
chael’s Cs was D for Dopey and forgot to show up in
the article. Still, 6 was
shocking enough
.
Needless to say when I caught a eeting glimpse
in my Twitter stream of a reference linkingRay “The Rainmaker” Wangto apotential 9 Cs(NINE!) in Social I had to sit down before I clicked. In the
interests of transparency I’ll admit that I’m also fond
of 9 as
another magic number 
, so I did have a latent
anity with Wang’s proposition.
I see you see Brian sees one C
But really, it was getting to be a
triple swipe
on the
iPad to read these Big C infographics, and
something had to give
. That’s when Brian Solis popped up with
of customers…Generation C? (September 10, 2012)
which untangled the C-mess and allowed me to
 focus
on one thing 
.
“Gen C is not an age group, it’s a lifestyle. While
social networks are the fabric of online rela-
tionships, it is how technology affects everyday
activity. What’s most important for you to un-
derstand is that Gen C is different. In some ways,
they’re different from you and me. They put the
“me” in social media. They’re always on. Theyrely on the shared experiences of strangers to guide their actions. And, they know that other Gen-C’ers rely upon their shared experiences
to nd resolution”,
says Brian
.
I like the Generation C. For one thing I
class myself as one
, and hence it validates with me as a usefulconcept. And secondly Solis’s article contains onekey message which really
resonates
with me.
“If you look at the total market for customers,Gen-C today is different than the traditional or digital customers that we cater to today. For 
some of you, Gen-C is a small, but not insigni
-cant share over your current opportunity. Ne-
vertheless, that was then and this is now. You’re
not competing as much for the present as you
26/09/2012 08:49
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 Page 1
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Why Generation C might be all you need to see in Social Business
are for the future. In the grand scheme of tra-ditional, digital, and connected consumerism,only one of those segments is growing.” 
And within that quote I like this bit “
 you’re not competing as much for the present as you are for the future
“.I suppose in other circumstances I might say thatwas less than blindingly insightful. How I derived
meaning from it is in the context of the quotes above
and in thinking about Gen C and what it means. For
example I’ve noticed recent commentsfrom some of  our traditional retailers that online wasn’t a seriousline of business – “
only 1% of sales or less
“. If you’re
thinking Gen C then you don’t want to let yourself be blindsided by the “only 1%” line of thought.I also noticed today in the Australian Financial Re-
media(PDFhere) which turned out to be far less
than the headline promised, in that it says “Twitterremains very low in the retirement savings sector”.
It goes on to outline a very weak social presence
and performance for the superannuation industry.What struck me was that the representatives of the
industry quoted in the article were very content
with abysmal Twitter participation rates, even after
2 years effort – e.g. Hostplus with 1900 followersfrom 1 million members characterised as “young,
prolic social media users”.
The failure isn’t that these funds are going to liveor die by social media, they themselves make thatclear in the article. That’s not my point.
The meaning is in the mindfulness – OR, Isee said the blind man!
The failure is in thinking of social as social media
marketing, as campaigns, competitions, chances to
win something and as “Twitter …
used as a chan-
nel
“. This is all the same old stuff which Axel Schult-
ze mentions in his recent postOver 70% of Social 
Media initiatives FAIL. It’s the endless brainstorming
of new campaigns, pitting your agency against those
of Coca Cola, Evian “Roller Babies” and Old Spice.
 Does that make any sense
? Really?What Brian Solis is telling us is that these organisa-
tions need to be
stepping back 
from
social as social
media
. They need to be considering and analysingsocial as part of 
the fabric
of their organisation, in
everything they do, and extending that fabric to fully
embrace customers, and guess who in particular?Gen C, of course.
This whole Gen C and social “thing” requires a very
mindful
approach (and I don’t mean a cautiousapproach based on legal advice about what youcan and cannot tweet – that’s not cautious that’s
 just prudent and that’s just social media marketing
again getting in the way).
Gen C is
not slowing down
, it is
not
getting smaller,it is the volcano
at the intersection
of cloud, mobile,
social and big data and it’s not only going to trans-form the super fund’s relationship with customers
and potential customers but how they
operate and
run their business
from top to bottom, from concep-
tion to Resurrection and from recruitment to out-
placement. This transformation, the social, mobile,
cloud, big data transformation IS the biggest thing
26/09/2012 08:49
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 Page 2

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