Recently I was asked to present at AIMIA's latest digital media event: Getting Inside Gen Y. Along with Julian Cole, Emily Copeland and Dan Pankraz, I was in the best of company as we discussed our experiences in marketing to our own generation. Presentation shared with permission from Switched On Media (http://switchedonmedia.com.au)

1. 3 Lessons In Gen Y
DIGITAL/SOCIAL/BRANDING/MARKETING
JYE SMITH | SOCIAL MEDIA STRATEGIST

2. know their context
LESSON 1

3. Gen Y with funky shoes
JYE SMITH

4. But! That won’t help us make
business decisions - will it? JYE SMITH

5. They want us to see this
JYE SMITH

6. but not maybe this
JYE SMITH

7. answers vs insights
JYE SMITH

8. ask someone a
question
AND YOU’LL GET AN ANSWER
observe someone’s
behaviour
AND YOU’LL GET AN INSIGHT
JYE SMITH

9. first! what are we trying to achieve?
We need to know context. JYE SMITH

10. it’ll let us know what they value
so how do we do ? JYE SMITH

11. understand their spaces.
JYE SMITH

12. But what do they want?
Well, what are the searching for? JYE SMITH

13. •! Observe on-site and off-site
behaviour"
!"#$%&$' •! Know what they seek"
•! Be defined by their language"
•! Understand their social spaces"
chart 1.
JYE SMITH

14. Creativity is king
LESSON 2

15. P-L-A-Y Framework (Gavin Heaton)
http://www.servantofchaos.com/2008/03/the-future-of-2.html
JYE SMITH

16. power can lead to influence
but remember to instill trust JYE SMITH

17. learning is a deeper experience
JYE SMITH

18. adventure is where disruption
and story telling can drive JYE SMITH

19. surprise is the tool to
break expectations JYE SMITH

20. &% !! "#$%&#'($%%
)% !! "#$%)(*$+,+-%*+.%/0$,#1,23%
4% !! "#$%4.5(+20$(%
8% !! 67(%8(9:%#;%10$:$,1(%#$%.(9,-72%
chart 2.
P-L-A-Y Framework (Gavin Heaton)
JYE SMITH
http://www.servantofchaos.com/2008/03/the-future-of-2.html

21. !! "#$#%#&'()*+,-.)/''
01*234'5,*6.47"
E),*D2,' !! 849,):6*49'34;<,4=,'*49'
6)<:6'
!! 8:,':6.)>'6,??34@A'B,'93:)<CD2,'
chart 2a.
JYE SMITH

22. CONTRIBUTE
LESSON 3

23. it’s not always about adding value to
the individual JYE SMITH

24. it’s about their tribe too
Facebook isn’t MEbook, it’s USbook.
JYE SMITH

25. make sure you’re a leader worth
following JYE SMITH

26. Leadership in this environment of social
media and knowledge management is all
about recognising and respecting that
everybody has a story.
- Zaana Howard (twitter.com/zaana)
JYE SMITH

27. !! "#$%&'()*()%(+,-(%#./0(1.$2234(
566(7$28.4"
A,*%-);8%.( !! 9%&'(*,%(:8'%($;,8%(%#.(.<,=()%&'(
$;,8%(%#.)-(%-);.(,-(*.%>,-?(
!! @.($(2.$6.-(>,-%#(+,22,>)*<(
chart 3
JYE SMITH

28. •! Observe on-site and off-site behaviour!
•! Know what they seek"
"#$%&'%! •! Be defined by their language"
•! Understand their social spaces"
(!)*+*,*-!./01&2#/3!45067$!8&0%#$9!
"/&0F6&! (!:$;&/<%0$;!7$=>&$?&!0$;!%/><%!
(!:<&!<%#/@!%&AA7$BC!D&!;7</>EF6&!
(!GH0%I<!7$!7%!J#/!%H&1K!L&0AA@M!,;;!60A>&M!
"#$%/7D>%&! (!N%I<!$#%!O><%!0D#>%!%H&!&B#C!7%I<!0D#>%!%H&7/!%/7D&!#/!$&%2#/3!
(!P&!0!A&0;&/!2#/%H!J#AA#27$B!
JYE SMITH

29. QUICK EXAMPLE
EXTRA-CURRICULAR
JYE SMITH

30. kthxbai
JYE SMITH
Social Media Strategist, Switched On Media
jye@switchedonmedia.com.au | @jyesmith | jyesmith.com | switchedonmedia.com.au
Massive thanks to everyone who sent me a photo, or who’s Facebook profile I ripped in
from: Mandi Bates, Joel Pearson, Gem Crowley, Heather Snodgrass, Matt Chisholm, Scott
Drummond, Karla Courtney, Julian Cole, Tim Longhurst, Lauren Cochrane
And a very special thank you to Gavin Heaton (servantofchaos.com) for being awesome.