Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Flex your Content Strategy to Reach Millennials AND Gen Z

717 views

Published on

An introduction to the Millennial and Gen Z mindsets - how they're similar and how they differ - followed by a step-by-step guide for creating a foundational and holistic content strategy that is: 1) focused, 2) integrated, and 3) tailored to both demographics.

Published in: Social Media
  • Be the first to comment

How to Flex your Content Strategy to Reach Millennials AND Gen Z

  1. 1. HOW TO FLEX YOUR CONTENT STRATEGY TO REACH MILLENNIALS GEN ZAND
  2. 2. Before we begin…
  3. 3. Before we begin… 1 I’m going to generalize.
  4. 4. Before we begin… 1 I’m going to generalize. 2 I am a Millennial. And I have a Gen Z in my household.
  5. 5. Before we begin… 1 I’m going to generalize. 2 I am a Millennial. And I have a Gen Z in my household. 3 This isn’t based on primary research (yet).
  6. 6. What we’re going to talk about today…
  7. 7. What we’re going to talk about today… Who are these Millennials and Gen Z?
  8. 8. What we’re going to talk about today… Who are these Millennials and Gen Z? How are they different?
  9. 9. What we’re going to talk about today… Who are these Millennials and Gen Z? How are they different? Why we need to think about content differently.
  10. 10. What we’re going to talk about today… Who are these Millennials and Gen Z? How are they different? Why we need to think about content differently. What is the most effective approach to driving meaningful engagement?
  11. 11. WHO ARE THESE MILLENNIALS AND GEN Z?
  12. 12. THEY HAVE ALWAYS BEEN ABLE TO USE MOBILEDEVICES. MILLENNIALS AND GEN Z
  13. 13. (MOBILEPHONES.) AS OPPOSED TO MILLENNIALS AND GEN Z
  14. 14. 90%OWN A SMART DEVICE. NEARLY MILLENNIALS AND GEN Z
  15. 15. IN FACT, 2/3 WOULD THAN SPEAK TO SOMEONE ON THE PHONE. RATHER TEXT MILLENNIALS AND GEN Z
  16. 16. HAS NEVER BEEN JUST A RIVER IN SOUTH AMERICA. AMAZON MILLENNIALS AND GEN Z
  17. 17. ON COLLEGE CAMPUSES. OUTNUMBERED MEN WOMEN HAVE ALWAYS MILLENNIALS AND GEN Z
  18. 18. MOST HAVE NEVER GONE TO A STORE TO BUY MUSIC. MILLENNIALS AND GEN Z
  19. 19. SOCIAL MEDIA OVER 90% ARE ON DAILY. (OVER 75% FROM A MOBILE DEVICE.) MILLENNIALS AND GEN Z
  20. 20. 25%WILL NOT BUY FROM A BRAND THAT HAS A POOR WEB EXPERIENCE. MILLENNIALS AND GEN Z
  21. 21. TOGETHER, THEY MAKE UP HALF OF THE U.S. POPULATION. GEN Z (21 YRS) 25.9%BABY BOOMERS (51–69 YRS) 23.6% SILENT (70+ YRS) 10.6% MILLENNIALS (21–35 YRS) 24.5%GEN X (36–50 YRS) 15.4%
  22. 22. MILLENNIALS (BORN 1980–1995) The Bottom Line:
  23. 23. MILLENNIALS (BORN 1980–1995) • Digital know-how is important to their interactions with peers and brands The Bottom Line:
  24. 24. MILLENNIALS (BORN 1980–1995) • Digital know-how is important to their interactions with peers and brands • Brand interactions must flex to their experience and context The Bottom Line:
  25. 25. MILLENNIALS (BORN 1980–1995) • Digital know-how is important to their interactions with peers and brands • Brand interactions must flex to their experience and context • They are gluttons for entertainment and masters of self expression The Bottom Line:
  26. 26. MILLENNIALS (BORN 1980–1995) • Digital know-how is important to their interactions with peers and brands • Brand interactions must flex to their experience and context • They are gluttons for entertainment and masters of self expression • They have a high degree of purchasing power, with an emphasis on experiences over “stuff” The Bottom Line:
  27. 27. GEN Z (BORN 1996–2010) The Bottom Line:
  28. 28. GEN Z (BORN 1996–2010) • They communicate constantly, but are sensitive to oversharing The Bottom Line:
  29. 29. GEN Z (BORN 1996–2010) • They communicate constantly, but are sensitive to oversharing • They have short attention spans The Bottom Line:
  30. 30. GEN Z (BORN 1996–2010) • They communicate constantly, but are sensitive to oversharing • They have short attention spans • They develop their own language and social structures The Bottom Line:
  31. 31. GEN Z (BORN 1996–2010) • They communicate constantly, but are sensitive to oversharing • They have short attention spans • They develop their own language and social structures • They don’t just consume – they create, manipulate, and share The Bottom Line:
  32. 32. MILLENNIALS GEN Zvs. WHERE THEY START TO DIFFER
  33. 33. MILLENNIALS GEN Zvs. Tech innate: 5 screensTech savvy: 2 screens WHERE THEY START TO DIFFER
  34. 34. MILLENNIALS GEN Zvs. Tech innate: 5 screens Communicate with imagery and abbreviated social lingo Tech savvy: 2 screens Communicate with brevity WHERE THEY START TO DIFFER
  35. 35. MILLENNIALS GEN Zvs. Tech innate: 5 screens Communicate with imagery and abbreviated social lingo Creators and collaborators Tech savvy: 2 screens Communicate with brevity Curators and sharers WHERE THEY START TO DIFFER
  36. 36. MILLENNIALS GEN Zvs. Tech innate: 5 screens Communicate with imagery and abbreviated social lingo Creators and collaborators Future-focused Tech savvy: 2 screens Communicate with brevity Curators and sharers Now-focused WHERE THEY START TO DIFFER
  37. 37. MILLENNIALS GEN Zvs. Tech innate: 5 screens Communicate with imagery and abbreviated social lingo Creators and collaborators Future-focused Realists Tech savvy: 2 screens Communicate with brevity Curators and sharers Now-focused Optimists and idealists WHERE THEY START TO DIFFER
  38. 38. MILLENNIALS GEN Zvs. Tech innate: 5 screens Communicate with imagery and abbreviated social lingo Creators and collaborators Future-focused Realists Want to work for success Tech savvy: 2 screens Communicate with brevity Curators and sharers Now-focused Optimists and idealists Want to be discovered WHERE THEY START TO DIFFER
  39. 39. HOW ARE THEY DIFFERENT? 5 Key Dimensions
  40. 40. TECH SAVVY “I can’t do that on mobile? Ugh. I literally can’t even.” Technology
  41. 41. TECH SAVVY TECH INNATE “I can’t do that on mobile? Ugh. I literally can’t even.” “I’m digital AF, but HMU with something fire.” Technology Gen Z Decoder AF = as f*ck HMU = hit me up Fire = cool
  42. 42. SOCIAL “All the selfies, all the memes, all the time.” Social Media
  43. 43. SOCIAL ANTI-SOCIAL “All the selfies, all the memes, all the time.” “Some peeps have no chill. Like, their Insta is so ratchet.” Social Media Gen Z Decoder No chill = uptight Ratchet = a mess
  44. 44. MULTIPLE PERSONALITIES Identity “OMG, worlds colliding.”
  45. 45. MULTIPLE PERSONALITIES SIMPLE AUTHENTIC Identity “OMG, worlds colliding.” “I’m not trying to be all thirsty. Weird is the new black, k.” Gen Z Decoder Thirsty = desperate k = an irritated way to end a convo
  46. 46. FRIENDS Family Life “Friendsgiving is 100%% my fave holiday.” %
  47. 47. FRIENDS MODERN FAMILY Family Life “Friendsgiving is 100%% my fave holiday.” “I’m BFF with my mom and grandma (but my squad is still BAE).” Gen Z Decoder BFF = best friend forever Squad = close friends BAE = Before Anyone Else %
  48. 48. AMUSEMENT Entertainment “My perfect Friday night: binge watching Game of Thrones (while peeping Instagram and Twitter, of course).”
  49. 49. AMUSEMENT ESCAPISM Entertainment “My perfect Friday night: binge watching Game of Thrones (while peeping Instagram and Twitter, of course).” “Current mood: emo.” Gen Z Decoder Mood = state of mind Emo = emotional
  50. 50. WHY DO WE NEED TO THINK ABOUT CONTENT DIFFERENTLY? 
  51. 51. “The world keeps getting noisier. Don’t make it worse.” — Joe Coleman, CEO of Contently
  52. 52. Reaching multiple audiences across generations is tough. Especially when they have different needs, desires, and content consumption habits. That’s why it’s critical to take a holistic approach to content strategy.
  53. 53. That means shifting our perspective from this: 1 super-cool piece of content that we think is newsworthy and important
  54. 54. That means shifting our perspective from this: 1 Don’t start with a piece of content 2 Don’t push your priorities onto your community 3 Don’t be tempted to run before you walk No-No’s 1 super-cool piece of content that we think is newsworthy and important
  55. 55. To this: Our Core Content Strategy Content Theme Content Theme Pieces of Content Right Packaging Channels for Audiences Content Theme Gen Z Gen Z Millennial + + +
  56. 56. To this: Our Core Content Strategy Content Theme Content Theme Pieces of Content Baseline content that is both consistent with your strategy, and flexible enough to allow for nuances in tone, packaging, channel, CTA, etc. Right Packaging Channels for Audiences Content Theme Gen Z Gen Z Millennial + + +
  57. 57. WHAT IS THE MOST EFFECTIVE APPROACH TO DRIVING MEANINGFUL ENGAGEMENT?
  58. 58. What is “Meaningful Engagement?”
  59. 59. What is “Meaningful Engagement?” PASSIVE
  60. 60. What is “Meaningful Engagement?” More active methods of engagement underscore a deeper connection to the content and/or brand.
  61. 61. What is “Meaningful Engagement?” More active methods of engagement underscore a deeper connection to the content and/or brand. They can be interpreted as combinations of signals of conversions or micro-conversions. 
  62. 62. What is “Meaningful Engagement?” CONVERSION Click-through rate Time spent on page Number of pages visited Returning visitor + + +
  63. 63. How to Drive Meaningful Engagement with Gen Z and Millennials Our Core Content Strategy Content Theme Content Theme Content Theme Gen Z Gen Z Millennial + + + Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe.1
  64. 64. How to Drive Meaningful Engagement with Gen Z and Millennials Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe. Example: Hashtag University Core Content Strategy —  To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world. 1
  65. 65. What you’re trying to achieve How content supports the goal Target audiences What you want them to do How to Drive Meaningful Engagement with Gen Z and Millennials Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe. Example: Hashtag University Core Content Strategy —  To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world. 1
  66. 66. How to Drive Meaningful Engagement with Gen Z and Millennials Our Core Content Strategy Content Theme Content Theme Content Theme Gen Z Gen Z Millennial + + + Identify the overlap between what you want to share and what they need/want2
  67. 67. How to Drive Meaningful Engagement with Gen Z and Millennials Identify the overlap between what you want to share and what they need/want CONTENT THEMES allow Hashtag University to pick broad topics that support the core strategy, and then build upon it with a bunch of hyper-focused topics. 2 We are doing cutting edge sh*t and you can be a part of it. What you want to share How to make an impact as part of a community. What they need/want
  68. 68. How to Drive Meaningful Engagement with Gen Z and Millennials Identify the overlap between what you want to share and what they need/want2 Content Themes — To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world. 1 BLOWING MINDS Show both processes and outcomes of innovation. 3 COMMUNITY MOMENTUM Get people excited about everything happening in the community. 2 HIGHLIGHTING IMPACT Demonstrate the many ways you’re making a difference in the world.
  69. 69. How to Drive Meaningful Engagement with Gen Z and Millennials Our Core Content Strategy Content Theme Content Theme Content Theme Gen Z Gen Z Millennial + + + Understand their content consumption habits and expectations3
  70. 70. How to Drive Meaningful Engagement with Gen Z and Millennials Understand their content consumption habits and expectations3 Content Packaging — Content Theme They prefer… So make… GEN Z Blowing Minds To get their hands dirty manipulating and filtering a mind-blowing content experience Filterable, shareable mix of media (image-based mini stories, fun facts) Highlighting Impact Seeing themselves in the story and their ability to make an impact Imagery, testimonials, and participation CTAs Community Momentum Being connected to diverse individuals Curated, bite-sized video narratives MILLENNIALS Blowing Minds Snack-sized, text-based compelling evidence Quotes and fast facts Highlighting Impact Seeing proof of change Shareable mini-infographics Community Momentum Knowing they are among like-minded people Categorized and searchable video and image stories
  71. 71. How to Drive Meaningful Engagement with Gen Z and Millennials Our Core Content Strategy Content Theme Content Theme Content Theme Gen Z Gen Z Millennial + + + Understand who uses which channels and for what purposes4
  72. 72. How to Drive Meaningful Engagement with Gen Z and Millennials Understand who uses which channels and for what purposes4 Channel Usage Matrix — Channel How They Use It GEN Z It’s dead to them. It’s like an awkward family dinner party. IF they understand it, they use it to stalk celebs. Where they post carefully constructed, high quality content. Their favorite place for real-time, unfiltered documentation, because they can control who sees what. What? A place to satisfy the wide range of interests they have — both entertaining and educational in nature. Where they are their true selves and surround themselves (through who they follow) with people who have similar interests. Channel How They Use It MILLENNIALS They live their lives out loud on Facebook. News, celebs, sports, memes. If they want to know something in real time, they turn to Twitter. They personally curate their feed to include their favorite influencers, friends, and brands that they align with. All the selfies, and all the pets, and all the food. Where they curate their ultimate fantasy life (wedding, home, food, whatever — it’s all about the power of imagination). A place to satisfy the wide range of interests they have – both entertaining and educational in nature. Most are occasional users (er, lurkers).
  73. 73. How to Drive Meaningful Engagement with Gen Z and Millennials Understand who uses which channels and for what purposes Cross-reference this with Content Packaging (Step 3) to make decisions about focus channels 4 Channel Usage Matrix — Channel How They Use It GEN Z It’s dead to them. It’s like an awkward family dinner party. IF they understand it, they use it to stalk celebs. Where they post carefully constructed, high quality content. Their favorite place for real-time, unfiltered documentation, because they can control who sees what. What? A place to satisfy the wide range of interests they have — both entertaining and educational in nature. Where they are their true selves and surround themselves (through who they follow) with people who have similar interests. Channel How They Use It MILLENNIALS They live their lives out loud on Facebook. News, celebs, sports, memes. If they want to know something in real time, they turn to Twitter. They personally curate their feed to include their favorite influencers, friends, and brands that they align with. All the selfies, and all the pets, and all the food. Where they curate their ultimate fantasy life (wedding, home, food, whatever — it’s all about the power of imagination). A place to satisfy the wide range of interests they have – both entertaining and educational in nature. Most are occasional users (er, lurkers).
  74. 74. Create, deploy, measure, and optimize 5 PROCESS For content creation and curation EDITORIAL CALENDAR Plan for what content will be published when and where DASHBOARD To measure what’s working and what’s not OPTIMIZATION Recommendations to improve or amplify content success How to Drive Meaningful Engagement with Gen Z and Millennials 1 2 3 4
  75. 75. Brands On Fleek
  76. 76. #NailedIt: Campbell’s Takeaway The solution is not always as simple as being on the right platforms. Your message has to resonate (the most powerful messages resonate with multiple generations).
  77. 77. #NailedIt: Banksy Takeaway Technology is a fundamental way to connect, but remember that Gen Z craves regular “digital detoxes.”
  78. 78. #NailedIt: Converse Takeaway Being inclusive means relinquishing some of the control over your brand’s projection.
  79. 79. #NailedIt: Taylor Swift Takeaway Today’s teens don’t want messages thrust upon them, they want a community. Bonus points for making strides toward personalized experiences.
  80. 80. #NailedIt: Old Spice Takeaway Brands that embrace their quirky elements, while remaining true to their authentic story, are rewarded.
  81. 81. Questions? Comments? As the Gen Z kids say, “HMU” —  ckent@ologie.com @CarolynLKent http://ologie.co/EngageGenZ

×