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Marketing to the Millennials: Connect & Engage the Younger Generation
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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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    Marketing to the Millennials: Connect & Engage the Younger Generation Marketing to the Millennials: Connect & Engage the Younger Generation Presentation Transcript

    • Marketing to the Millennials Connect & Engage the Younger Generation Lynn Morton Manager, Marketing Technologies American Academy of Physician Assistants
    • Agenda
      • A little bit about Gen Y
      • Social Media
      • Listening
      • Case Studies
      • Questions If there is time…
      • SIGMA Members
    • 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
    • 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
    • How do you speak to them?
      • Keep their attention
      • Technology
      • Allow them to work in teams
      • Benefit the world they live in
    • Potential Ways to Reach Them
      • Email
      • Committees
      • Focus Groups
      • Text Messaging
      • Volunteering
      • Social Media
    • 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”
    • 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!
    • 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?
    • Listening
      • What is listening online?
      • How do I listen?
      • What is the purpose of listening?
      • What tools do I use to listen?
    • 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
    • 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
    • How they’re doing it…
      • Multiple Platforms Twitter/Forums/Blog
      • Multiple Contributors All Hands on Deck
      Most importantly… It’s about the customer!
    • Case Studies
      • The Bad – 3M & The Post-It Note Jaguar
      The Good, The Bad & The Ugly
    • 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
    • Case Studies
      • The Ugly – “Motrin Moms”
      The Good, The Bad & The Ugly
    • Why Did It Get Ugly?
      • They didn’t think about their customer
      • They offended a very vocal group
    • Negative Comments
      • Respond & Engage
      • Correct or Inform
      • Apologize if needed
      • An opportunity
      • What is a rager/troll?
      • Customer Service
    • Questions?
    • SIGMA Members
      • Carter Energy - Blog - Facebook -Twitter
      • NOCO Express - Facebook Fillup T. Frog -Twitter
      • NOCO Express cont. - Mascot Fillup T. Frog - Flair & Personalization
    • 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