1. social, mobile, geolocal
marketing to next gen connected consumers
a presentation by Sidneyeve Matrix

2. teaching social & mobile
insights about GenY media useteaching social & mobile
in higher ed, affords insights about GenY media use

3. digital proclivities
social & mobile by default
and above all, web first
GenY has
image by EdYourdon

4. landing page
is socialized
and if you value it, make sure
the user-generated content is
prominently displayed
ensure your

5. crowdsourcing & curating content
use FB as platform for discovery not just distribution
FILM240Xstudent
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6. mobile ready content
launch a smartphone optimized site with

7. mobile exclusive contentmSite could deliver a unique user experience,
rather than simply mirroring your main website.

8. morselized content
agile & available on-demand
create some
such as videos

9. infosnacking
on your content
in moments of microboredom
image: withgalen
and you'll enable users'
image: christopher frier brown

10. infographics
but unlike these, make them mobile optimized
consider creating some

11. no great time commitment required
mini books, premium paid content and
well suited for time-starved Gen Y

12. free mobile add-ons
via shortcode promos
digital natives are
growing up
getting cool digital
stuff for free

13. a cache of mobile &
social free stuff
designed for 'tweens
calibrating
expectations

14. exclusivity
& wicked creative
Gen Y appreciates

15. exclusivity
& awesomeness

16. image: Michael Dawes
ambient connectivity
6 messages per waking hour
ambient connectivitystatversations: 6 messages per waking hour
digital natives find comfort in

17. backchannel savvy
livetweeting #hashtagged events
in the classroom, or at your event, leverage their
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18. multimedia microsharing
lifecasting realtime updates
so-lo microsharing
location-specific, real-time, detailed, multimedia lifecast
GenY excels at

19. t.
UGM
so brands are
inviting

20. content with an edge
measured against the metric of interestingness
image: Gabriela Camerotti
psst! interestingness = truthiness + weirdness
millennials are intrigued by

21. “John is having a Bloody Mary in London.”
brand community app
autostatus update generator, with badges
for example:

22. SMS campaign
click thru rate
to microsite
84%
We were made
for each other
text 22443
for example:
message pasted on mirrors
in men's washrooms in
Toronto and elsewhere

23. 22% fans accessed mVideo
mobilizing sports fandom
mobilizing sports fandom
accessed mVideo
via QRcode22%
for example:

24. social good
footprint
image: jam343
GenY is
engaged in
configuring their

25. social proximity
especially via mobile and social initiatives that support
the sense of belonging to something bigger

26. cause
marketing
#beatcancer
for example:

27. millennial perspectives
Gen Y likes being asked for their opinions
millennial perspectives
GenY likes being asked for their opinions
image: Dean Terry

28. invite engagement. make the ask

29. once you've asked...
linking to product info is inbound,
permission-based, & relevant

30. outsource the questions
...to a millennial.
not sure what to ask millennials?

31. image: amanky
leverage digital & mobile literacy
+ add value to time spent social networking & smartphoning

32. 1click engagement
invite and value modes of microparticipation
1-click polls, likes, ratings, diggs, retweets, shares
image: rbbaird

33. Looking ahead: what's next?
image: Never Cool in School/ Leslie Kalohi

34. image: Rodrigo Cayo (DREAM)
geosociality
metrics of georelevance

35. checkins for charity
geosociality

36. geosocial
mCommerce
geosociality

37. digital serendipity
chemistry in proximity--mobile dating
geosociality

38. image: Brett Patterson
digital concierges
personalized & push notifications

39. Apple out in front... concierges

40. millennial travelers
connected & curious, seek customized experiences
concierges

41. luxury lifestyle utility
destination recommendations
concierges

42. personalization
mHealth & fitness app
customized coaching
concierges

43. personal shopping app
customized utility
concierges

44. image: Laughing Squid
in conclusion
adding value for connected Gen Y consumers:
mobile-ready
transparent technology
social-by-default interface
exclusive & customized experience

45. about
theauthor
Sidneyeve Matrix, PhD.
Queen's University.
SidneyeveMatrix.com
Thank you to David J. Brown, Tom Gierasimczuk, and Kellie Smith at Marketing
Magazine, and to Julie Stewart Binks for research assistance.
Contents of this presentation including images have Creative Commons
Attribution‐Noncommercial‐Share Alike 3.0 Licenses.
This research was sponsored by Marketing Magazine
and presented at their Urban Demo conference that
took place in Toronto in November 2010.
@sidneyeve