CONTENT At SXSW 2015 there
were 500 talks with the word ‘content’ in the title. Content needs to fit into the users digital life. Long articles work well on mobile for when people are queuing, waiting for the bus etc. We need to learn the rules of creating content for the different platforms. And it needs to be timely. A great video will always be a great video but….no one is going to watch a video at 8am but at 4pm everyone bored at work is looking for something to distract them.
IMAGE The first thing a
Gen Y looks for on a page is a play button, then a picture, then bullets. Gen Y are entirely visual learners. Mashable readers are 8 times more likely to share an image than a link
IMMEDIACY Gen Y doesn’t trust
anything that is too polished - Media, Millennials and making news that matters. http://bit.ly/1CpNChj Google ranks higher on trust because Gen Y thinks the algorithm is impartial.
SHAREDOWNERSHIP Millennials don’t give a
shit about cars Car ownership is getting so expensive that city dwellers are moving towards a combination of public transport, lyft or uber and car sharing services like Zipcar. @bgurley, VC of Uber Parents are frustrated that their kids won’t get their licenses.
FUN Almost every popular and
successful app these days was built to be fun. The twitter tuning point was the plane landing on the Hudson. Messing around with these apps gives muscle memory. Then when something happens like the Hudson crash it’s second nature. It’s only after that it turning point that they become important. People have to be able to screw around with apps because that trains them. @biz Facebook was built for college kids to meet girls
DIVERSITY Read this, Skip that
The importance of segmentation is old wisdom. People jump around between genres of content, dabbling in their guilty pleasures of Kanye as well as reading smart political news too. Media should have a point of view on what it is to be a well read, well rounded individual. If you’ve read only pop culture articles for 3 weeks for the love of god offer them a politics one to read. It should be like fitbit but for news. The goal is to get people to read more stories. Offer them up more diversity but not options. Less is more. Engagement goes up when options go down. Daily Beast finds 5 options the most effective. No more infinite scroll.
PHILANTHROPY The future of marketing
is philanthropy. Young people want their work to mean something. Great talent will be offered money and status. In Maslo’s hierarchy of needs in the top of the pyramid is purpose. To attract talent you have to give them this opportunity. This doesn’t mean you have to be a charity or a B corporation but you have to do some good.
PRIVATESOCIALMEDIA The most popular way
to share on Daily Beast is Whatsapp If all things are equal Gen Y prefers to communicate firstly by text, then social media above all other methods. 70% of Gen Y women would rather solve the problem via text without having to talk to someone.
CULTURE Culture is the single
biggest prediction of success for a company. - http://www.fastcompany.com/1657030/happiness-culture- zappos-isnt-company-its-mission Culture trumps advertising