3 Lessons In Gen Y
DIGITAL/SOCIAL/BRANDING/MARKETING
JYE SMITH | SOCIAL MEDIA STRATEGIST

know their context
LESSON 1

Gen Y with funky shoes
JYE SMITH

But! That won’t help us make
business decisions - will it? JYE SMITH

They want us to see this
JYE SMITH

but not maybe this
JYE SMITH

answers vs insights
JYE SMITH

ask someone a
question
AND YOU’LL GET AN ANSWER
observe someone’s
behaviour
AND YOU’LL GET AN INSIGHT
JYE SMITH

first! what are we trying to achieve?
We need to know context. JYE SMITH

it’ll let us know what they value
so how do we do ? JYE SMITH

understand their spaces.
JYE SMITH

But what do they want?
Well, what are the searching for? JYE SMITH

•! Observe on-site and off-site
behaviour"
!"#$%&$' •! Know what they seek"
•! Be defined by their language"
•! Understand their social spaces"
chart 1.
JYE SMITH

Creativity is king
LESSON 2

P-L-A-Y Framework (Gavin Heaton)
http://www.servantofchaos.com/2008/03/the-future-of-2.html
JYE SMITH

power can lead to influence
but remember to instill trust JYE SMITH

learning is a deeper experience
JYE SMITH

adventure is where disruption
and story telling can drive JYE SMITH

surprise is the tool to
break expectations JYE SMITH

&% !! "#$%&#'($%%
)% !! "#$%)(*$+,+-%*+.%/0$,#1,23%
4% !! "#$%4.5(+20$(%
8% !! 67(%8(9:%#;%10$:$,1(%#$%.(9,-72%
chart 2.
P-L-A-Y Framework (Gavin Heaton)
JYE SMITH
http://www.servantofchaos.com/2008/03/the-future-of-2.html

!! "#$#%#&'()*+,-.)/''
01*234'5,*6.47"
E),*D2,' !! 849,):6*49'34;<,4=,'*49'
6)<:6'
!! 8:,':6.)>'6,??34@A'B,'93:)<CD2,'
chart 2a.
JYE SMITH

CONTRIBUTE
LESSON 3

it’s not always about adding value to
the individual JYE SMITH

it’s about their tribe too
Facebook isn’t MEbook, it’s USbook.
JYE SMITH

make sure you’re a leader worth
following JYE SMITH

Leadership in this environment of social
media and knowledge management is all
about recognising and respecting that
everybody has a story.
- Zaana Howard (twitter.com/zaana)
JYE SMITH

!! "#$%&'()*()%(+,-(%#./0(1.$2234(
566(7$28.4"
A,*%-);8%.( !! 9%&'(*,%(:8'%($;,8%(%#.(.<,=()%&'(
$;,8%(%#.)-(%-);.(,-(*.%>,-?(
!! @.($(2.$6.-(>,-%#(+,22,>)*<(
chart 3
JYE SMITH

•! Observe on-site and off-site behaviour!
•! Know what they seek"
"#$%&'%! •! Be defined by their language"
•! Understand their social spaces"
(!)*+*,*-!./01&2#/3!45067$!8&0%#$9!
"/&0F6&! (!:$;&/<%0$;!7$=>&$?&!0$;!%/><%!
(!:<&!<%#/@!%&AA7$BC!D&!;7</>EF6&!
(!GH0%I<!7$!7%!J#/!%H&1K!L&0AA@M!,;;!60A>&M!
"#$%/7D>%&! (!N%I<!$#%!O><%!0D#>%!%H&!&B#C!7%I<!0D#>%!%H&7/!%/7D&!#/!$&%2#/3!
(!P&!0!A&0;&/!2#/%H!J#AA#27$B!
JYE SMITH

QUICK EXAMPLE
EXTRA-CURRICULAR
JYE SMITH

kthxbai
JYE SMITH
Social Media Strategist, Switched On Media
jye@switchedonmedia.com.au | @jyesmith | jyesmith.com | switchedonmedia.com.au
Massive thanks to everyone who sent me a photo, or who’s Facebook profile I ripped in
from: Mandi Bates, Joel Pearson, Gem Crowley, Heather Snodgrass, Matt Chisholm, Scott
Drummond, Karla Courtney, Julian Cole, Tim Longhurst, Lauren Cochrane
And a very special thank you to Gavin Heaton (servantofchaos.com) for being awesome.