10 Tips To Connect With Gen Y In A Changing Digital Landscape
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<ul><ul><li>“ If you had to pick one word to </li></ul></ul><ul><ul><li>summarize Gen Y , it would be interactive . </li></ul></ul><ul><ul><li>Weaned on the Internet and reality TV… expect to be entertained and involved, </li></ul></ul><ul><ul><li>to shape an outcome vs. await one. </li></ul></ul><ul><ul><li>They’re copious consumers who blur the lines between technology and real life , seamlessly working anytime from anywhere.” </li></ul></ul><ul><ul><li>- Source: Nielson, Consumer Insight Magazine </li></ul></ul>
<ul><ul><li>The advent of </li></ul></ul><ul><ul><li>Supercharged Consumer Sovereignty </li></ul></ul>“ When the balance of power shifts and the consumer becomes the advocate, the blogger becomes the voice of your brand, the tweet becomes your ad. The brand relinquishes control to the online world and your consumers become the influencers.” - Urban Market Research 10/11
<ul><li>Brand positioning social media </li></ul><ul><li>It ’s about fostering trust through authenticity, dialogue and innovation </li></ul><ul><li>It ’s about adding value where your target audience is </li></ul><ul><li>It ’s about being open and prepared to let your target audience play a part in developing your brand and giving them a place to do it </li></ul>
Really unhappy Really, really unhappy We get in contact Getting happier Now we’re all happy Tweetdeck
<ul><ul><li>Embrace the notion of letting audiences explore, discover and unearth . </li></ul></ul><ul><ul><ul><ul><li>Nuance over noise </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Don’t want to be marketed to. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The “finding” is important. </li></ul></ul></ul></ul>
"It's true that Gen-Y consumers like to discover brands on their own. That doesn't mean that they don't want to be marketed to. But it does have to be on their terms and in places where they hang out.” Learning how to speak to Gen Y, Fast Company
<ul><ul><li>Create strategies to give perceived ownership of the brand over to your audience . </li></ul></ul><ul><ul><ul><li>consumer created content </li></ul></ul></ul><ul><ul><ul><li>engaging experiences </li></ul></ul></ul><ul><ul><ul><li>peer to peer sharing </li></ul></ul></ul>
<ul><ul><li>There are over 4 million Facebook users in Australia aged between 18 – 30 years . </li></ul></ul><ul><li>- Source: IAB UK, Attention grabbing ads, 2009 </li></ul>
<ul><ul><li>“ Social networking is the most popular online content with </li></ul></ul><ul><ul><li>1 in 2 </li></ul></ul><ul><ul><li>Murdoch students citing this as the content they use “most often”. </li></ul></ul><ul><ul><li>– Source: Murdoch University Social Technographics Study 2011 </li></ul></ul>
<ul><ul><li>Deliver true value with your </li></ul></ul><ul><ul><li>social presence both to your audience , and for your university . </li></ul></ul>
<ul><li>‘ At the top of the list of “what defines you” is “ my friends ,” with young adults now looking to their peers to validate who they are, what they consume and what’s important in life.” </li></ul><ul><ul><li>– Source: Urban Market Research 10/11 </li></ul></ul>
<ul><ul><li>Create avenues to </li></ul></ul><ul><ul><li>share opinion </li></ul></ul>
6 in 10 Murdoch students are critics, almost double that of the general Australian population. - Source: Murdoch University Social Technographics Study 2011 62% 31%
“ Even though every young adult has an email address (or multiples) usage is on the decline with young adults preferring instead to communicate with their peers through messaging functions such as Facebook, SMS, Skype and Instant Messenger.” - Source: UMR Research (16 – 30 year olds) , Lifelounge and Sweeny Research, 2010/2011
<ul><ul><li>Email is about relationships </li></ul></ul><ul><ul><li>but don’t assume it’s a strong one. </li></ul></ul>
% Emails opened on different access platforms 2011 The source of the data is Sydney-based Email Service provider Campaign Monitor – it’s based on 3 billion emails delivered for it’s clients in 2011. Consider how your email will look on mobile. - Source: SmartInsights, 2011
Engagement is an estimate of the depth of visitor interaction against a set of clearly defined goals. – Eric T. Peterson (Web Analytics Demystified)
Create memorable and positive brand experiences (engage)
<ul><ul><li>38 % of users surveyed considered </li></ul></ul><ul><ul><li>(display ads on Facebook) an intrusion </li></ul></ul><ul><ul><li>compared to 29 % the year before. </li></ul></ul><ul><li>- Source: Lightspeed Research, United States, January 2011 </li></ul>
<ul><li>‘ Content Marketing is the belief that </li></ul><ul><li>by providing consistent, ongoing, valuable information to consumers, </li></ul><ul><li>they will reward us with their </li></ul><ul><li>business and loyalty.” </li></ul><ul><ul><li>- Source: “Get content, get customers” – Joe Pulizzi </li></ul></ul>
<ul><ul><li>Audience. </li></ul></ul><ul><ul><li>Create, collate and curate. </li></ul></ul><ul><ul><li>Build authority. </li></ul></ul>
Sharing has the ability to increase perceived value (and therefore your brand).
<ul><ul><ul><li>Understand what your audience is sharing and why . </li></ul></ul></ul>
<ul><li>Give them the </li></ul><ul><li>tools to experience it themselves. </li></ul>
Find me on LinkedIn and Twitter dehallam Join the discussion at the UMCD Conference 2011 Group on LinkedIn
Notas do Editor
I’ve only got 9 tips because there were 35 mil results in google for “10 tips” And only around 4 mill for “9 tips” So I figure with 9 tips I’ve got a much better chance of being number 1.
Millennials , Generation Next, the Digital Generation and my fave Echo Boomer, 18-30 year olds Born in the 1990s/1980s ANY IN THE ROOM?
MOUTHFUL POWER SHIFT FROM BRANDS TO CONSUMERS ITS ALSO CALLED THE GROUNDSWELL
THE STUDENT WAS A MURDOCH STUDENT WITH OVER 700 FOLLOWERS KEY INFLUENCER INCREDIBLY VALUE TO OUR BRAND A HUMAN VOICE, and dialogue IS IMPORTANT!
THE ART OF SUBTLENESS The days of interruptive and attention-grabbing marketing are over. FINDING /UNERTHING THINGS E.G THE BAND BEFORE THEY GET FAMOUS Before being told its good
I THINK THAT’S REALLY INTERSTING BECAUSE IT OPENS UP NEW OPPORTUNITIES IN MARKETING. WHAT TOOLS CAN WE OFFER THEM TO SHAPE THEIR OWN EXPERIENCE?
BLOGS, REVIEWS SOCIAL INTEGRATION SEAMLESS SHARE – NOT JUST A ‘LIKE’
FB CONNECT, REVIEWS & TOMATOMETRE – MOVIE RATINGS FROM THE CROWD THE ULTIMATE ARRAY OF TOOLS THAT HAND OVER THE EXPERIENCE SHARING FRIENDS’ (& STRANGERS’) EXPERIENCES TO INFORM THEIR OWN DECISION
PROPOSITION: “WE’VE GOT A MARKETING TEAM, BUT WE THINK THE BEST PEOPLE TO COMMUNICATE WHAT LIFE AT MURDOCH IS REALLY LIKE ARE OUR STUDENTS” BLOG ABOUT THEIR MURDOCH EXPERIENCE NO CENSORING (APART FROM WHAT YOU’D GET ON FB – I.E. PORN) TOPICS TO BLOG ABOUT 14 BLOGGERS, ALMOST 400 PIECES OF CONSUMER CREATED CONTENT SHARED WITHIN OWN NETWORKS
WE KNOW THEYRE ALL USING SOCIAL NETWORKS, BUT WHERE DOES THAT LEAVE US
JUST IN CASE YOU NEEDED ANOTHER STAT Its all about social
WE RAN A SOCIAL TECHNOGRAPHICS STUDY AT MURDOCH TO DETERMINE THE DIGITAL HABITS OF OUR STUDENTS PARTICULARLY THOSE BETWEEN 18-30 ONE OF THE KEY FINDINGS MORE AT WORKSHOP
DOESN’T MEAN ANYTHING UNLESS YOU GET IT RIGHT FB IS JUST A TOOL TO HELP DELIVER An OVERARCHING STRATEGY. HAVING A FB PAGE IS NOT A STRATEGY.
TO PROVIDE REAL ONGOING VALUE DEVELOP A CONTENT PROPOSITION To CREATE AND FOSTER GOOD LONG LASTING RELATIONSHIPS AIM FOR ENGAGEMENT – NOT FAN COUNT
BP “create, collate and share electic inspiration from around the world.” PAY AS YOU GO CONTENT DISTRIBUTION MODEL USE FB TO DISTRIBUTE RELEVANT CONTENT AIMS FOR ENGAGEMENT TO DONATE MORE ON THURS
UNRELATED Question to the audience Who here would look for an accountant in the Yellow Pages? Look in Google? Ask a work mate?
MUSIC HISTORICALLY BEEN NO. 1 STILL SECOND AND CRUCIAL TO SELF CONCEPT AND EXPRESSION NOW MORE THAN EVER IT’S THE IMPORTANT OF FRIENDSHIPS
OUR OPPORTUNITY IS TO GIVE THEM THE CHANCE TO SHARE BLOGS, REVIEWS, FORUMS IT CAN BE SCARY IN TERMS OF PRIVACY ISSUES LOOK AT WAYS AROUND PUBLICALLY VIEWABLE REVIEWS/COMMENTS And FOSTER RELATIONSHIPS WITH GOOD BRAND AMBASSADORS
Critics primarily respond to content from others. POST REVIEWS, COMMENT ON BLOGS, FORUMS, EDIT WIKI ARTICLES WHAT OPPORTUNITY!
CUSP PRIVACY REACH/SHARE IT TAKES THE DECISION AWAY FROM US Check back in a few weeks when we have this live!
EMAIL FOR FUNCTIONAL COMMUNICATING (NOT FUN) EMAILS FROM WORK/SCHOOL/UNI
KEEP IT PERSONAL & TARGETED REAL WORLD RELATIONSHIPS ARE BASED ON MUTUAL BENEFIT FORGIVING & TOLERANT EMAIL RELATIONSHIPS ARE MORE SELFISH ISN’T THE SAME LEVEL OF EMOTIONAL CREDIT TO DRAW FROM IF YOU COAST AND LET STANDARDS DROP ITS VERY EASY TO UNSUBSCRIBE ALWAYS OFFER VALUE.
NOT STRICTLY GENERATION Y, BUT SOMETHING WE SHOULD LOOK OUT FOR. OUT OF INTERST – WHO HERE HASN’T CHECKED THEIR EMAIL FROM THEIR PHONE THIS MORNING?
DON’T LOOK FOR CLICKS AS A SUCCESS MEASURE MEASURE ON ENGAGEMENT LOOK FOR THINGS LIKE DURATION OF VISIT, CLICK DEPTH, ETC (CHECK)
FOCUS ON ENGAGEMENT CREATE LONG TERM RELATIONSHIPS NOT SHORT TERM CAMPAIGN SUCCESS Your brand will suffer in the long term
Over a 10% increase within a year.
THEY’RE ON FB TO BE ON FB IF YOU DO ADVERTISE ON FB, MAKE IT RELEVANT ADVERTISE YOUR FACEBOOK APP, OR GROUP Brand campaigns internal to Facebook Something that adds value to their experience.
(the art of communicating without selling) Making your customers smarter, and position your brand as a trusted source. NOT A NEW THING JELLO RECIPE BOOKS JOHN DEERE FARMERS MAGAZINE
KNOW YOUR AUDIENCE INTIMATLEY Understand where you can provide valie Provide answers to questions (listen) Don’t have to write it all yourself. QUALITY OVER QUANTITY POSITION YOUR BRAND AS A TRUSTED SOURCE Be consistent.
AUDIENCE CONTENT PROPOSITION “ Genius is 1% inspiration and 99% perspiration” FREE CONTENT - ARTICLES, TIPS, VIDEOS PAID CONTENT – BOOKS, CONFERENCES, CONSULTING DIFFERENT KIND OF CONTENT MARKETING MODEL
AUDIENCE PROPOSITION CONTENT OBJECTIVES ENGAGEMENT (dwell time, downloads, click depth) NEWSLETTER SIGN UPS, ENROLMENTS TO PREP SEMINARS LONG TERM OBJECTIVE TO ENROL
SNEAKY PIC FROM MARK ZUCKERBURGS PRESO IN JUNE THIS YEAR the rate that fb users are sharing is increasing at an exponential rate. users are now sharing 4 billion ‘things’ on Facebook every day. sharing may be about to explode – what about twitter The question now is what people will be sharing. And what that means for marketers
Our friend circles are like our personal curators. They normally have similar values and beliefs, And we tend to trust their referrals on products and services. So if they share something with us, We’re more likely to take notice.
SHARE ONLY IF THE SUBJECT IS IMPORTANT TO THEM Give them reason to share GIVE THEM CONTENT THAT IS WORTHWHILE Help them connect with their own networks Facebook connect poses many interesting question to marketers as it means we can invite conversations that would normally be happening out there (i.e. private FB circles) can be happening on your site. While the conversation is still private to that circle, it means they’re having a deeper experience with your brand with friends.
Understand your audience intimately Know where they need help, and what you can help them with. Segment! Personalise your messages – otherwise its just shouting AND YOU’LL BE IGNORED No one likes being shouted at.
Don’t tell them what to think; give them the tools to create their own brand experience. IF ITS GOOD, They’ll tell all their friends about it when they love it
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