It's time to pay attention to millennials: a quarter of the total U.S population is made up of millennials and nearly 85% of them own smartphones. If you aren't targeting at least some of your marketing efforts towards this demographic, you're probably missing out on huge opportunities. You must create a marketing campaign for the audience you have, but also the audience you want. Yet what if your brand isn't naturally geared toward millennials? What exactly is a millennial? And won't this marketing strategy shut out other demographics? And how do you speak "millennial," anyway? In this webinar, learn from our expert panelists: -How to make sure your content strategy is mobile-friendly for all demographics -Tips and tricks on spinning the content you already have for the millennial audience -Ideas for shaping a new content strategy that will appeal to a younger mobile audience -Information on where B2B intersects with millennials, and why it's important to reach out to that demographic to scale.

1. Crafting a Mobile Marketing
Campaign for Millennnials
#SMTLive

2. #SMTLive
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questions in the
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Our Speakers
Scott Omelianuk. Multi-platform media executive Scott Omelianuk is currently the Editor in Chief and senior manager of This Old
House Ventures, the home improvement brand whose television, print and web properties reach nearly 40 million consumers a
month. Scott has been an early adopter of omni-channel opportunities such as the mobile web, OTT video, AR and page
activation, e-commerce, native advertising and other such media extensions. He recently oversaw the sale and creation of a
Spanish-language program to Telemundo and a new web portal—theSnug.com, a hyper-social, mobile-first site that aggregates
maker content for millennial women. @scottomelianuk
Lucia Litman is the Social Media and Community Manager at HotelTonight, where she heads up social media for all of the brand’s
domestic and international channels. Previously, she worked at sweetgreen, leading digital content and social. A recent East
Coast transplant, Lucia spends her free time trying out all of the amazing San Francisco bakeries and going on weekly trips to the
farmer’s market. @lucialitman
Brian Fanzo is a leading voice of the millennial generation in digital media. He has 12+ years experience managing, deploying
and training enterprises and small businesses on cyber security, community management, collaboration, digital marketing,
video conferencing and social business. Brian presents at numerous technology, social media and business events around the
world which has included multiple trips to Iraq and Afghanistan. His passion for change and people is evident as he delivers
keynotes on topics ranging from employee advocacy, live streaming to personal branding and technology. @isocialfanz
Kushaan Shah is currently a consultant with IBM, where he offers strategic technical solutions in the Federal Sector and is
involved with digital eminence building, social selling, and branding programs around the use of social media. He is a big
advocate for Social Business and virtual community building, actively participating in the Millennial Corps Program at IBM,
Twitter Chats, and blogging for IBM’s Social Business Insights. Kushaan is additionally the Founder and Executive Director of
Social Rise, a non-profit organization focused on helping those in underserved and marginalized communities embrace the
power of social and marketing to advance their personal and entrepreneurial goals. @kushaanshah

4. #SMTLive

5. #SMTLive
Building a digital community
Community – built online and in-person – is an important way to spread our brand message, value proposition
and build awareness. Through working with partners and influencers, we can leverage other’s networks to help tell our story,
illustrate various use cases for HotelTonight and build our brand digitally.

6. #SMTLive
Content Marketing + Blog
We created a blog, The Turn Down, as a way to extend our lifestyle brand and dip our toes into content marketing. On our blog we
share stories that fit our values of spontaneity and give people inspiration for how they should travel.

7. #SMTLive
theSnug.com
The Platform:
Mobile first
Hyper social
Native friendly
Open web
Aggregator

8. #SMTLive
theSnug.com
Presentation

9. #SMTLive
theSnug.com
Syndication
Partnerships
Social media
Community emails
Traffic Strategies:

10. #SMTLive
theSnug.com
Native Content on
The Snug
 34,000 PVs
 9,750 engages
Response from
Post on The Snug
Facebook—in just
14 hours
 1,800,000
impressions via
Facebook Likes
and Shares
Client Strategies:

11. #SMTLive
theSnug.com
Lessons learned:
Unique Users 01/15 to 08/15

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theSnug.com
• “LOVE The Snug. Perfect place to get all my DIY info and inspiration for my
home. Also, very fun place to read and browse through the site.”
• “The people who write the articles have a way with words”
• “Love the gifs!”
• “I like it. It has useful ideas, not too difficult. I would like to see more of it. I
did apply a sticker to my bathroom window with your instructions so
now I am hooked on your site.”
• “The Snug is my go-to for all things DIY, home, and quirky products. I can't
imagine my day without it.”
More than just traffic

13. #SMTLive
Our Speakers
Scott Omelianuk. Multi-platform media executive Scott Omelianuk is currently the Editor in Chief and senior manager of This Old
House Ventures, the home improvement brand whose television, print and web properties reach nearly 40 million consumers a
month. Scott has been an early adopter of omni-channel opportunities such as the mobile web, OTT video, AR and page
activation, e-commerce, native advertising and other such media extensions. He recently oversaw the sale and creation of a
Spanish-language program to Telemundo and a new web portal—theSnug.com, a hyper-social, mobile-first site that aggregates
maker content for millennial women. @scottomelianuk
Lucia Litman is the Social Media and Community Manager at HotelTonight, where she heads up social media for all of the brand’s
domestic and international channels. Previously, she worked at sweetgreen, leading digital content and social. A recent East
Coast transplant, Lucia spends her free time trying out all of the amazing San Francisco bakeries and going on weekly trips to the
farmer’s market. @lucialitman
Brian Fanzo is a leading voice of the millennial generation in digital media. He has 12+ years experience managing, deploying
and training enterprises and small businesses on cyber security, community management, collaboration, digital marketing,
video conferencing and social business. Brian presents at numerous technology, social media and business events around the
world which has included multiple trips to Iraq and Afghanistan. His passion for change and people is evident as he delivers
keynotes on topics ranging from employee advocacy, live streaming to personal branding and technology. @isocialfanz
Kushaan Shah is currently a consultant with IBM, where he offers strategic technical solutions in the Federal Sector and is
involved with digital eminence building, social selling, and branding programs around the use of social media. He is a big
advocate for Social Business and virtual community building, actively participating in the Millennial Corps Program at IBM,
Twitter Chats, and blogging for IBM’s Social Business Insights. Kushaan is additionally the Founder and Executive Director of
Social Rise, a non-profit organization focused on helping those in underserved and marginalized communities embrace the
power of social and marketing to advance their personal and entrepreneurial goals. @kushaanshah

14. #SMTLive
Upcoming Webinar
October 15th
The Power of Brand Authenticity: Why
Social Data-Driven Marketers are Winning