0
Presentation Overview
eveloping, implementing and supporting a fully integrated Digital/Social
Media campaign targeting Yo...
Marketing Objectives - Young Adults
ow to engage with your social media YA community by creating more
branded content in o...
Young Adults- Target Insights
assionate; hold strongly to their
values.
ant to be heard, contribute
opinions and make an i...
Young Adults- Multicultural
ampico’s Young Adult target is a multicultural mix 60/20/20
HCM/ACM/GCMYA
ulticultural core va...
YA Social Media Trends
What Drives the YA Social Media Consumer?

ocial Media Trends
hat are they doing?
obile Trends
ew Platforms
rivacy
Social Media Trends
ver 89% of Young Adults use social
networking sites, increased from 79% in
2011
5% of the time YA are ...
By the Numbers
*

Change in Time Spent on Facebook by
US Facebook Users**

*Source: Gary Tann, April, 2013
** Source: eMar...
What are they doing?

1% of image posts are photos of
themselves
in 10 post or share news/media links
7% rely on social me...
Mobile Trends
9% of 18-24 own a smartphone.
ell owners ages 18-29 are the most likely of any demographic group to use
thei...
Privacy

A care about privacy, but from
those who have immediate power
over them - parents, teachers,
college admissions o...
“Hot” Platforms with YA
1.
2.
3.
4.
5.

•
•
•

Tumblr (micro-blogging)
Instagram (image sharing)
Snapchat (image
sharing/c...
Leveraging Social Media Right – Anchorman 2
he social media campaign is designed for
maximum permeation with an emphasis o...
Opportunities
•

Embrace new technologies

•

Leverage mobile platforms

•

Accept that the channels change constantly

•
...
Leveraging Digital Marketing for Young Adults
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Transcript of "Leveraging Digital Marketing for Young Adults"

  1. 1. Presentation Overview eveloping, implementing and supporting a fully integrated Digital/Social Media campaign targeting Young Adults in FY2014. Campaign to build on successes and learnings from FY2013 “Act on Impulse” campaign. ampaign to have both on-line and off-line linkages, and drive engagement and conversational capital among core 18-24 young adults. eveloping off-line elements that leverage campaign at Field Marketing Events in key markets (Los Angeles, Miami, Chicago, Houston/Dallas). reating a messaging platform for Tampico’s social media channels that will continue to engage target and easily facilitate proprietary promotional efforts. eaturing Tampico’s 20oz. product line with flexibility to integrate new Iced Tea product when launched.
  2. 2. Marketing Objectives - Young Adults ow to engage with your social media YA community by creating more branded content in order to drive conversational capital. aintain a messaging and tactical platform that reflects and integrates YA lifestyle activities. ngage with target through content and executions that resonate with their lifestyle and core values. olidify your institution’s position as a brand that celebrates the irresistible moments in life.
  3. 3. Young Adults- Target Insights assionate; hold strongly to their values. ant to be heard, contribute opinions and make an impact. onstantly connected, using multiple devices at once. urrent, relevant, always know what’s popular at the moment. igital natives; grew up with technological innovations. Comfortable with changing technological advances. ore optimistic, confident and
  4. 4. Young Adults- Multicultural ampico’s Young Adult target is a multicultural mix 60/20/20 HCM/ACM/GCMYA ulticultural core values include: identity expression, celebration of life, personal empowerment and community sensibility. 9% identify as “True Multicultural”, where they place a high value on their own culture but are equally open to and interested in other cultures. * o drive relevance brands should focus on inclusive diversity and points of convergence across cultures. ampico being the blend masters of flavors, is uniquely positioned to take advantage of this cultural transition.
  5. 5. YA Social Media Trends
  6. 6. What Drives the YA Social Media Consumer? ocial Media Trends hat are they doing? obile Trends ew Platforms rivacy
  7. 7. Social Media Trends ver 89% of Young Adults use social networking sites, increased from 79% in 2011 5% of the time YA are online they spend social networking. ime spent in social media has increased 35% year over year acebook down 9%, Instagram up 5% and new micro blogging has become a social media staple Source: Pew Research Centers Internet American Life Project tracking surveys 2013
  8. 8. By the Numbers * Change in Time Spent on Facebook by US Facebook Users** *Source: Gary Tann, April, 2013 ** Source: eMarketer, June 27
  9. 9. What are they doing? 1% of image posts are photos of themselves in 10 post or share news/media links 7% rely on social media to manage their social life and stay in touch with their friends Source: Pew Research Center’s Internet American Life Project tracking surveys 2013
  10. 10. Mobile Trends 9% of 18-24 own a smartphone. ell owners ages 18-29 are the most likely of any demographic group to use their phone to go online: 85% of them do so, compared with 73% of cell owners ages 30-49, and 51% of those ages 50-64. 0% of young adults aged 18-29 say they use the internet mostly on their mobile phone. 0% of Facebook’s users are mobile only y the end of 2013, there will be more mobile devices on Earth than people. Source: Pew Research Center’s Internet American Life Project tracking surveys 2013 Source: Cisco, 2013
  11. 11. Privacy A care about privacy, but from those who have immediate power over them - parents, teachers, college admissions officers etc. 8% of users aged 18-34 expressed a wish for privacy ewer platforms are appealing to teens because they’re new and they’re providing a way for them to compartmentalize their, more interest focused interactions with smaller groups of people.
  12. 12. “Hot” Platforms with YA 1. 2. 3. 4. 5. • • • Tumblr (micro-blogging) Instagram (image sharing) Snapchat (image sharing/chatting) Twitter The Chive Tumblr is the favorite social media site among young adults: 61 % Nearly half (43%) of cellphone owners age 18-29 use Instagram As of April 2013, the number of photos shared daily on Snapchat averaged 150 million, up from 50 million in December 2012- a surge of 200% in 4 months.
  13. 13. Leveraging Social Media Right – Anchorman 2 he social media campaign is designed for maximum permeation with an emphasis on consumer participation and engagement. argest film partnership in history with Tumblr, the enormously popular blog site, rolling out a large selection of GIFs related to the film. olding a social media casting call billed “Join Ron’s News Crew,” which will allow people to audition for the positions held by Ron Burgundy’s news team by employing a series of tailored Twitter hashtags. odge’s viral partnership with Anchorman 2: The Legend Continues has been a massive success, 59% sales spike in October 2013. y allowing viral social media to drive a campaign rather than to just exist as a
  14. 14. Opportunities • Embrace new technologies • Leverage mobile platforms • Accept that the channels change constantly • Develop content that is relevant to each SM channel
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