TECH ‘TRANSPARENCY’: RETHINKING MILLENNIAL ENGAGEMENT
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TECH ‘TRANSPARENCY’: RETHINKING MILLENNIAL ENGAGEMENT

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The live event experience has become increasingly laced with technology – from interactive displays to mobile apps and all-things socially shareable. ...

The live event experience has become increasingly laced with technology – from interactive displays to mobile apps and all-things socially shareable.

For Millennials, the value of a live event is in the “transparent” integration of the live and digital experience. Take a closer look ‏at what drives Millennial behavior, and the need for marketers to adopt tech-transparency to engage them.

Bryan Rasch - Chief Digital Officer
GMR Marketing

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TECH ‘TRANSPARENCY’: RETHINKING MILLENNIAL ENGAGEMENT TECH ‘TRANSPARENCY’: RETHINKING MILLENNIAL ENGAGEMENT Presentation Transcript

  • TECH ‘TRANSPARENCY’: RETHINKING MILLENNIAL ENGAGEMENT Bryan Rasch, Chief Digital Officer – GMR Marketing
  • “Your generation is lazy, You don’t know what hard work means, new “Technology” is making you soft You are going to ruin this country” @brasch #eventtechlive
  • Millennials? NO… Around 1937 “Father to 25 year old son” @brasch #eventtechlive
  • And The “technology” RUINING AMERICA? I plowed all day… What’s wrong with face-to-face… It will rot your brain… Revolutionized productivity of farming Changed the way we stayed connected Opened up new forms of entertainment @brasch #eventtechlive
  • Technology has always defined generations 50’s 60’s @brasch #eventtechlive 70’s 80’s
  • Then along came the technology revolution! PC’s! email! WEB! MOBILE! social! All of this coincided with the rise! of the millennial generation…! @brasch #eventtechlive
  • Starting in 1982! MILLENNIALS WERE BORN! ! AND THEY Came of age ! starting with the Internet BOOM! @brasch #eventtechlive
  • And have been a part of ! every tech advancement since…! 1995! 2000! @brasch #eventtechlive 2005! 2010! 2012!
  • What makes millennials so important?! THEY ARE The largest generation alive today! Born starting in 1982, came of age starting in 2000! 80 Million in the US1 (25% of the US POPULATION)! 75% of the workforce by 20252! @brasch #eventtechlive 1.  2.  (U.S. Census Bureau International Database 2012) (Business and Professional Women’s Foundation 2011)
  • What makes millennials so important?! They Impact purchase decisions of others! Will outpace Boomer earnings by 2018 ($2.5+ trillion spending power)1! 74% influence purchase choices of other generations2! 67% share feedback on brands after any good or bad experience! 94% use at least 1 outside source for purchase decisions,! 40% use four or more sources! @brasch #eventtechlive 1.  2.  (Harris Interactive and Deloitte study 2011) (Edelman Berland 8095 2.0 Survey 2012)
  • What makes millennials so important?! The first inherently digital generation! Don’t know a world without the Internet or smart phones! 78%+ own Smartphones and 75% already buy on their phones1! 45%+ say they do most of their browsing on their phones1! 90% check their phones before doing anything upon waking1! @brasch #eventtechlive 1.  MediaPost, Nielsen Smartphone Analytics, Nielsen State of the Media: The Cross Platform Report
  • But for millennials! ! It’s not about technology! @brasch #eventtechlive
  • It’s how technology enables! ! Their experiences! Their Communication! their Community! Their Discovery of information! Their connection to the world! Their Lives! @brasch #eventtechlive
  • FOR EVENT MARKETERS! ! TECHNOLOGY Must ! transparently Add Value! to their experiences,! not be the experience! @brasch #eventtechlive
  • WHAT KIND OF EVENT EXPERIENCES DO MILLENNIALS WANT? @brasch #eventtechlive
  • MILLENIALS WANT “THE EXPERIENCE” They are all about having EXPERIENCES that are WORTH SHARING. Making and capturing MEMORIES. Doing something UNIQUE or SEMI-EXCLUSIVE. It’s contextual, relevant, personal and WHAT MATTERS to THEM. @brasch #eventtechlive Source: CEB IconoCulture
  • MILLENIALS WANT “MORE OF WHAT THEY CAME FOR” 72% would rather spend their money on an experience than a thing 81% say they value experiences over material items 70% crave experiences that stimulate their senses
  • SO HOW CAN TECHNOLOGY PLAY A ROLE IN THEIR EVENT EXPERIENCES? @brasch #eventtechlive
  • “TRANSPARENT” INTEGRATION OF DIGITAL INTO LIVE EVENTS Brands need to help them discover the unknown, access the best of and share the unexpected @brasch #eventtechlive
  • WHAT DOES THAT LOOK LIKE? 1 SOCIALLY SHARABLE ≠ FORCED 2 TECHNICALLY NOVEL ≠ EXPECTED 3 PERSONALLY RELEVANT ≠ BRAND @brasch #eventtechlive
  • 1 SOCIALLY SHARABLE ≠ FORCED @brasch #eventtechlive
  • 1 SOCIALLY SHARABLE They Are Inherently Social >50% of all US Twitter users 75% are on Facebook 80% view digital videos And comprise 40% of all digital video views 26% have SnapChat app (vs. just 3% 30-64 y.o.) They Are Creators 79% Post Photos they have taken (vs 52% avg.) 48% Post Videos they have taken (vs 26% avg.) 43% use Instagram (vs. 18% of 30-49 y.o.) They Are Curators @brasch #eventtechlive 61% Share Photos others took (vs 42% avg.) 56% Share Videos others took (vs 36% avg.) Source: Pew Internet, Photo & Video Sharing – Oct 2013
  • 1 SOCIALLY SHARABLE WE MUST GIVE THEM A REASON TO SHARE @brasch #eventtechlive
  • 1 SOCIALLY SHARABLE WE MUST ASK THEM TO BE PART OF THE STORY @brasch #eventtechlive
  • 1 SOCIALLY SHARABLE WE MUST ASK THEM TO BE PART OF THE STORY @brasch #eventtechlive
  • 1 SOCIALLY SHARABLE @brasch #eventtechlive WE MUST HELP THEM HAVE AMAZING EXPERIENCES
  • 2 TECHNICALLY NOVEL ≠ EXPECTED @brasch #eventtechlive
  • 2 TECHNICALLY NOVEL True Transparency is the seamless integration of the physical and digital worlds @brasch #eventtechlive
  • 2 TECHNICALLY NOVEL WE MUST ENGAGE IN NEW WAYS @brasch #eventtechlive
  • 2 TECHNICALLY NOVEL WE MUST EVOLVE CONTENT ENGAGEMENT @brasch #eventtechlive
  • 2 TECHNICALLY NOVEL WE MUST MAKE THE ABSRACT REAL @brasch #eventtechlive
  • 2 TECHNICALLY NOVEL ≠ EXPECTED WE MUST COMBINE SIMPLE TO CREATE NOVEL @brasch #eventtechlive
  • 3 PERSONALLY RELEVANT ≠ BRAND @brasch #eventtechlive
  • 3 PERSONALLY RELEVANT They want Personalization 55% say ‘I don’t follow trends; I like to think I have my own personal style They want Access 75% say they want brands to provide opportunities for more life experiences They want Local Relevance 56% say they would share their location with a nearby company in return for a relevant coupon or promotional deal @brasch #eventtechlive Sources: Edelman Berland 8095 2.0 Survey 2012 yPulse 2013 USC Annenberg Center for Digital Future 2013
  • 3 PERSONALLY RELEVANT 80% of Millennials have Smart Phones and are never shared GPS & BEACONS ~150 FT = BROADER REWARDS @brasch #eventtechlive THIS IS ME LOCALIZED BEACONS AT RETAIL = TIGHT RELEVANCE
  • 3 PERSONALLY RELEVANT ≠ BRAND AT EVENTS REWARD WITH BETTER ACCESS @brasch #eventtechlive
  • 3 PERSONALLY RELEVANT ≠ BRAND AT RETAIL INTERCEPT AT THE RIGHT TIME @brasch #eventtechlive
  • 3 PERSONALLY RELEVANT ≠ BRAND PERSONALIZED BETTER BRAND ENGAGEMENT @brasch #eventtechlive
  • 3 PERSONALLY RELEVANT ≠ BRAND PERSONAL HOSPITALITY EVENT VALUE @brasch #eventtechlive
  • REMEMBER! TECHNOLOGY Must ! transparently Add Value! to MILLENNIALS experiences,! not be the experience! @brasch #eventtechlive
  • 41 QUESTIONS? Bryan Rasch – Chief Digital Officer GMR Marketing @brasch linkedin.com/in/bryanrasch © 2013 GMR
  • TECH ‘TRANSPARENCY’: RETHINKING MILLENIAL ENGAGEMENT The live event experience has become increasingly laced with technology –from interactive displays to mobile apps and all-things socially shareable. For Millennials, the value of a live event is in the “transparent” integration of the live and digital experience. Take a closer look ‫‏‬at what drives Millennial behavior, and the need for marketers to adopt tech-transparency to engage them.