Intersection of 2 biggest demographic waves since Baby Boom. LOCATION
The notion of tradition has changed. Whereas past generations felt obligated to stick to a traditional life path (college, career, family, retirement), millennials are compelled to find and follow their personal passions. It’s their personal passion to achieve what’s on their bucket list, and creating a lifetime of memories. Success is more about what they’ve DONE than what they HAVE. Yet… Without the traditional adult milestones to mark their way, unprecedented debt, and an uncertain future, they are feeling more anxiety and pressure than generations before them.
Millennials have a lot to accomplish and feel they’re pressed for time to do it. Nothing is worse than putting things off and living to regret it. Younger millennials feel threaten by the notion that they won’t get to do everything they want to do; “I’m running out of time, and I’m only 18!”
A closer look at the data paints a slightly different picture.
Last spring, when the National Society of High School Scholars, a global honor society for high school students, asked more than 9,000 top students and recent graduates what they wanted to do with their lives, they found that these recession-era millennials favored careers in health care and government. Of the top 25 companies they wanted to pursue out of a list of more than 200, eight were in health care or at hospitals while six were in government or the military. St. Jude Children’s Research Hospital came in as the No. 1 place these millennials wanted to work “The focus on helping others is what millennials are responding to,” James W. Lewis, the chief executive of the honor society, told Forbes.
Millennials report being less focused on financial success than they are on making a difference. A 2011 report commissioned by the Career Advisory Board and conducted by Harris Interactive, found that the No. 1 factor that young adults ages 21 to 31 wanted in a successful career was a sense of meaning. Though their managers, according to the study, continue to think that millennials are primarily motivated by money, nearly three-quarters of the young adults surveyed said that “meaningful work was among the three most important factors defining career success.”
This generation is motivated by attainment of knowledge, skills, and personal growth. Success is about what you’ve done in your life (not necessarily what you have), the family and other people you have around you, and maintaining your health. It’s different from the traditional success that older generations focused on (money, status, popularity, material possessions)
- Millennial Media consumption ihas been changing. We need to be aware of how this generation is consuming in order to plan the future of fusion. As we’ve learned from our research, this year, for the first time Americans spent more time with their digital devices then with their TVs. The first Screen is becoming the Second Screen. - The ones dDriving that trend are millennials. If we’re building a brand for this generation, we need to do it where they are spending time, and that is online, on social media and on their mobile devices. - In order to create a brand for this generation, particularly given our limited distribution, we need to be Digital First.
- So far much of our digital strategy was to clip the our linear shows offering and use those for our online content. - As a new network, we are starting to test programming and talent and need to find what resonates with our audience and build on that. The problem with is that to do that on linear is expensive, limited in format,, and we don’t have the metrics to evaluate. - Digital is the opposite and offers the perfect opportunity to test inexpensively, be flexible about our content and formats, and measure what resonates with our audience.
- By reversing the pipeline, we will be able to pilot and test our talent, concepts and formats cost effectively and with clear metrics. - We will invest in what works, - and Tturning digital topical content into segments for the linear daily and weekly shows - , Aand we will pilot web series’ online in order to test and refine concepts to be produced as linear programming.
In order to create a data-obsessed culture, we need to build good feedback loops. This means building and installing the technologies to gather data, the processes to analyze it and the ability to act upon it. This is not just a matter of process, but rather a culture we need to instill in our editors, producers and managers.
Social media will be a guiding principle of everything we create at FUSION. We will focus our social efforts on these four fronts: Building strong communities: Using Fusion’s social-media accounts we will engage our communities in each platform in a two-way dialogue. We will follow, respond, re-tweet, like, comment and actively engage within and outside of our communities. We will actively seek social media ‘evangelists’, connect and reward their engagement with our brand. Social Content: We will ‘translate’ linear and digital content into engaging social media postings, as well as create original content specific to each social media platform. We will pay special attention to Twitter, Facebook, and social video (Instagram, Vine, YouTube). In-bound Marketing: Social platforms should be our main source of In-Bound marketing. This is how we will grow our audience, maintain daily engagement and communicate what we’re doing. Build and leverage individual talent: We will build up talent and leverage their following, rather then try to build social platforms for each show. Empower individual talent, and build newsroom, platforms and social strategy around them (e.g. Glenn Beck – The Blaze)
- In 2013, for the first time, Americans consumed more content through mobile then on their computers - FUSION’s Story isn’t very different: Nearly half of our traffic currently comes from mobile, and we should expect that percentage to grow. We should re-build our platform with that future in mind, optimizing the mobile experience both with the product and by creating content and technologies around Mobile. - We will move from Responsive Design to Contextual Design. Working on a watchapp for 2015 when distribuition reaches a decent number. Iin the meantine Enterprise App
So, how is it going so far? Media has been generous A lot of coverage these past 2 weeks