![@lilzeon
[Subculture] © Merriam Webster
1
a : a culture (as of bacteria) derived from another culture
b : an act or instance of producing a subculture
2
an ethnic, regional, economic, or social group exhibiting
characteristic patterns of behavior sufficient to
distinguish it from others within an embracing culture or
society <a criminal subculture>](https://image.slidesharecdn.com/20130513therevengeofsubcultureslaurentfrancoisdigitalshoreditch-130522083438-phpapp02/75/The-Revenge-of-Subcultures-the-real-value-of-Social-Media-for-brands-12-2048.jpg)
Uploaded byLaurent François
The Revenge of Subcultures: the real value of Social Media for brands
The document discusses the evolving role of subcultures in brand engagement and consumer identity in the context of social media. It argues that brands fail to connect meaningfully with consumers due to a lack of cultural relevancy, and highlights that subcultures offer valuable insights into consumer behavior and identity. The conclusion emphasizes the importance of understanding and integrating subcultures into brand strategies to foster authentic connections and drive engagement.
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The Revenge of Subcultures: the real value of Social Media for brands
- 1. @lilzeon The revenge ofsubcultures the real value of an idea in social media @lilzeon
- 2. @lilzeon Laurent Francois Social mediaand digital strategist MD of French Ideas & Digital director of Re-Up Fashion blogger Co-creator of Hit-Bag.com @lilzeon LaurentFrancois [email protected] thisisReUp.com
- 3. @lilzeon OK, we’re supposedto be so much more engaged thanks to Social Media
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- 6. @lilzeon A lot ofbrands actually don’t deserve our engagement
- 7. @lilzeon Brands suffer from alack of cultural relevancy at the very early stage of their marketing process
- 8. @lilzeon The madhouse: the targeting… Research •Marketinsights •Surveys •Benchmarks •… Definition of an average consumer •Customers’ journey •Moodboards •… Strategic development Campaigns Average relevance Frustration Unbelievability Dismissal Average Comms
- 9. @lilzeon …while the bigmission of brands nowadays is to provide an intangible thing: happiness
- 10. @lilzeon “If you wantto live in a world in the future where there are fewer material goods, you basically have two choices. You can either live in a world which is poorer which in general people don’t like, or you can live in a world where actually intangible value constitute a greater part of overall value” Rory Sutherland, TED, Life lessons from an ad man
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- 12. @lilzeon [Subculture] © MerriamWebster 1 a : a culture (as of bacteria) derived from another culture b : an act or instance of producing a subculture 2 an ethnic, regional, economic, or social group exhibiting characteristic patterns of behavior sufficient to distinguish it from others within an embracing culture or society <a criminal subculture>
- 13. @lilzeon Subcultures used to havea bad reputation Chicago school: subculture is related to deviance, mental disorders and “inadequate socialization” Burt (1925) & Bowlby (1946)
- 14. @lilzeon And this fearis still present within brands organizations…
- 15. @lilzeon Consumption: less &less related to explicit social status, economic or political trend, except in the margins. It’s more about making choices that create a meaningful self-identity Anthony Giddens, 1991 …whereas the role of brands is to drive new behaviors (and to change current trends)
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- 17. @lilzeon “subculture as acompromise solution between two contradictory needs: the need to create and express autonomy & difference from parents and the need to maintain the parental identification” Phil Cohen, 1972 Subculture is a huge vector for brand, an in & out journey between the current and next norms
- 18. @lilzeon “Subculture is asystem of values, attitudes, modes of behavior, and life-styles of a social group that is distinct from but related to the dominant culture of a society” Yuniya Kawamura Subculture is a way to analyze consumers as a whole through tangible and manageable prisms
- 19. @lilzeon New technologies are madefor and by subcultures anyway “New technologies are subcultures media, an optimization of users engagement. Twin role: online, to gather people, « real world », to testify the milestones of the community” Hodkinson (2002) “Memes can transfer information horizontally and across large distance via carriers such as the internet. Unlike genes, memes are transmittable via any medium capable of recording & relaying symbolic information: language, gesture, art, the written word, film, music, fashion” Rian Hughes
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- 21. @lilzeon “There is nomainstream. There are many streams” Bennet, Kahn Harris, 2004
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- 23. @lilzeon 2- Get readyfor the recorded history: create hyphenated-identities with customers
- 24. @lilzeon 3- Subcultures happenin real life; social brands will soon co-earn real spaces Subcultures are now concerned with “surface” and self-authentication: status & and spatiality should provide individuals with more freedom in consumerism and fluid identities David Muggleton
- 25. @lilzeon As a conclusion:play Assasin’s Creed Video games: a mix of story + narratives Success of a video games depends on UX and capabilities Immersive design is going to be the new social design
- 26. @lilzeon Sources Slide 1: ©lilzeon Slide3: http://www.deloitte.com/view/en_US/us/Services/consulting/technology-consulting/deloitte-on-technology/aade2c6a536f7310VgnVCM1000001956f00aRCRD.htm & Mangarden.com Slide 4: http://imgur.com/gallery/aRta8Fw & http://www.liveworld.com/the-blog/sxsw-sneak-peek-social-media-engagement-its-time-to-evolve/ Slide 5: http://www.tnsdigitallife.com/view/social-brands/talk/both/all/not-interested Slide 6: McDonald’s Facebook Fan Page Slide 7: Chanel Ad + Fight Club Slide 8: http://hipish.free.fr/graphics/feelings/heart_broken/?p=7 Slide 9: BMW, Coca-Cola, Zappos Slide 10: Time & The Economist Slide 11: ©lilzeon Slide 13: American Psychiatric Association Archives Slide 14: Forbidden Worlds Slide 15: Topshop Slide 16: Mercedes Benz, Nike, American Apparel Slide 17: Trendwatching Slide 18: Yuniya Kawamura Slide 19: Reddit Slide 20: https://www.change.org/petitions/disney-say-no-to-the-merida-makeover-keep-our-hero-brave Slide 21: http://www.digitaldads.com/wp-content/uploads/2011/03/ddc-holder.jpg Slide 22: ©lilzeon Slide 23: http://blog.stephenwolfram.com/2013/04/data-science-of-the-facebook-world/ & ©lilzeon Slide 24: Samsung Slide 25: Ubisoft
- 27. @lilzeon • Thien Nguyenfor her daily revenge of subcultures • Vu Quan Nguyen for his pervasive insights • Tristan Nicolas to remind me that value should be tangible for our clients • Stéphane Moïssakis for his time sharing his passion for good writing and gaming industry • Chris Aldhous, Pierre Humeau, Goodpilot(s) • Our readers on our fashion blogs • Sputniko! who opened my eyes • The so many people I talked to on Gtalk, Twitter, Facebook (…) • Regina Atienza, cover-girl on this deck, explicit slasher, on-going muse • The guys who keep on writing books, not only blog posts • My cat, because he’s a participant observer of this strange GIF culture • The new shareholders: you, me, us Acknoledgements
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