Marketing to the Millennials: Connect & Engage the Younger Generation

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Learn how social media conversations are happening around brands across the globe & how these brands highlight, showcase, respond & inspire their customers. Learn how to listen and navigate through …

Learn how social media conversations are happening around brands across the globe & how these brands highlight, showcase, respond & inspire their customers. Learn how to listen and navigate through any rough waters.

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  • 1. Marketing to the Millennials Connect & Engage the Younger Generation Lynn Morton Manager, Marketing Technologies American Academy of Physician Assistants
  • 2. Agenda
    • A little bit about Gen Y
    • Social Media
    • Listening
    • Case Studies
    • Questions If there is time…
    • SIGMA Members
  • 3. Who are the Millennials?
    • aka “Generation Y”
    • Born late 70’s/early 80’s – late 90’s
    • About 75 million strong
    • Strong-willed, passionate & optimistic
  • 4. What’s different about them?
    • Grew up on technology
    • Work well in teams
    • Showered with attention and had parents with high expectations
    • Multi-taskers that appreciate structure
    • Civically minded
    • Exposed to heavy license based toy marketing as children
  • 5. How do you speak to them?
    • Keep their attention
    • Technology
    • Allow them to work in teams
    • Benefit the world they live in
  • 6. Potential Ways to Reach Them
    • Email
    • Committees
    • Focus Groups
    • Text Messaging
    • Volunteering
    • Social Media
  • 7. Social Media
    • What is it? Social media is media [or content] designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).
    • POST – People, Objectives, Strategies, Tactics
    • The “Why” must come before the “How”
  • 8. Tools There are so many different kinds.. Micro-Blogging Twitter/Yammer/Tumblr Time Management Tools FriendFeed/Ping.fm/HootSuite Video Sharing Vimeo/YouTube/Blip.TV Content Aggregator Google Reader/Netvibes/Bloglines Social Networks Facebook/Myspace/LinkedIn Live Streaming Ustream/Qik/Justin.TV And many, many more are out there!
  • 9. Objectives over Tools
    • You can find the tools to meet your objective, but you have to know why you’re doing it first.
    So how do I figure that out?
  • 10. Listening
    • What is listening online?
    • How do I listen?
    • What is the purpose of listening?
    • What tools do I use to listen?
  • 11. Listening Tools
    • Google Alerts set-up for keywords, your brand & competitors
    • Technorati
    • Twitter Searches Tweetbeeps or Twilerts
    • socialmention* can set alerts as well
    • Facebook Searches
    • LinkedIn Searches
    • Social Bookmarking
    • Pay Services Radian 6, Techrigy, BuzzGain, Crimson Hexagon
  • 12. Case Studies
    • The Good - Comcast Goal: Responding to customer complaints to change the image of the brand.
    • Secondary Goal: “After listening and talking to our customers online, we have decided to create a place where we can exchange ideas about what’s important to you.”
    • Source: Comcast Voices Blog
    The Good, The Bad & The Ugly
  • 13. How they’re doing it…
    • Multiple Platforms Twitter/Forums/Blog
    • Multiple Contributors All Hands on Deck
    Most importantly… It’s about the customer!
  • 14. Case Studies
    • The Bad – 3M & The Post-It Note Jaguar
    The Good, The Bad & The Ugly
  • 15. So Why Did It Fail?
    • They rejected their customer’s needs
    • They tried to copy the viral success
    • Negative backlash when they got caught
    “ post-it note car steal” 1,320,000 results
  • 16. Case Studies
    • The Ugly – “Motrin Moms”
    The Good, The Bad & The Ugly
  • 17. Why Did It Get Ugly?
    • They didn’t think about their customer
    • They offended a very vocal group
  • 18. Negative Comments
    • Respond & Engage
    • Correct or Inform
    • Apologize if needed
    • An opportunity
    • What is a rager/troll?
    • Customer Service
  • 19. Questions?
  • 20. SIGMA Members
    • Carter Energy - Blog - Facebook -Twitter
  • 21.
    • NOCO Express - Facebook Fillup T. Frog -Twitter
  • 22.
    • NOCO Express cont. - Mascot Fillup T. Frog - Flair & Personalization
  • 23. Contact
    • Lynn Morton
    • Email: lmorton13@gmail.com
    • Twitter: @MissLynn13
    • LinkedIn: http://www.linkedin.com/in/lynnmorton
    • Facebook: http://www.facebook.com/lynn.morton
    • Blog: http://snapblogger.wordpress.com
    • Supplemental information for this presentation at: http://delicious.com/misslynn13/sigma09