Marketing to the Millennials: Connect & Engage the Younger Generation


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Learn how social media conversations are happening around brands across the globe & how these brands highlight, showcase, respond & inspire their customers. Learn how to listen and navigate through any rough waters.

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Marketing to the Millennials: Connect & Engage the Younger Generation

  1. 1. Marketing to the Millennials Connect & Engage the Younger Generation Lynn Morton Manager, Marketing Technologies American Academy of Physician Assistants
  2. 2. Agenda <ul><li>A little bit about Gen Y </li></ul><ul><li>Social Media </li></ul><ul><li>Listening </li></ul><ul><li>Case Studies </li></ul><ul><li>Questions If there is time… </li></ul><ul><li>SIGMA Members </li></ul>
  3. 3. Who are the Millennials? <ul><li>aka “Generation Y” </li></ul><ul><li>Born late 70’s/early 80’s – late 90’s </li></ul><ul><li>About 75 million strong </li></ul><ul><li>Strong-willed, passionate & optimistic </li></ul>
  4. 4. What’s different about them? <ul><li>Grew up on technology </li></ul><ul><li>Work well in teams </li></ul><ul><li>Showered with attention and had parents with high expectations </li></ul><ul><li>Multi-taskers that appreciate structure </li></ul><ul><li>Civically minded </li></ul><ul><li>Exposed to heavy license based toy marketing as children </li></ul>
  5. 5. How do you speak to them? <ul><li>Keep their attention </li></ul><ul><li>Technology </li></ul><ul><li>Allow them to work in teams </li></ul><ul><li>Benefit the world they live in </li></ul>
  6. 6. Potential Ways to Reach Them <ul><li>Email </li></ul><ul><li>Committees </li></ul><ul><li>Focus Groups </li></ul><ul><li>Text Messaging </li></ul><ul><li>Volunteering </li></ul><ul><li>Social Media </li></ul>
  7. 7. Social Media <ul><li>What is it? Social media is media [or content] designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). </li></ul><ul><li>POST – People, Objectives, Strategies, Tactics </li></ul><ul><li>The “Why” must come before the “How” </li></ul>
  8. 8. Tools There are so many different kinds.. Micro-Blogging Twitter/Yammer/Tumblr Time Management Tools FriendFeed/ Video Sharing Vimeo/YouTube/Blip.TV Content Aggregator Google Reader/Netvibes/Bloglines Social Networks Facebook/Myspace/LinkedIn Live Streaming Ustream/Qik/Justin.TV And many, many more are out there!
  9. 9. Objectives over Tools <ul><li>You can find the tools to meet your objective, but you have to know why you’re doing it first. </li></ul>So how do I figure that out?
  10. 10. Listening <ul><li>What is listening online? </li></ul><ul><li>How do I listen? </li></ul><ul><li>What is the purpose of listening? </li></ul><ul><li>What tools do I use to listen? </li></ul>
  11. 11. Listening Tools <ul><li>Google Alerts set-up for keywords, your brand & competitors </li></ul><ul><li>Technorati </li></ul><ul><li>Twitter Searches Tweetbeeps or Twilerts </li></ul><ul><li>socialmention* can set alerts as well </li></ul><ul><li>Facebook Searches </li></ul><ul><li>LinkedIn Searches </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Pay Services Radian 6, Techrigy, BuzzGain, Crimson Hexagon </li></ul>
  12. 12. Case Studies <ul><li>The Good - Comcast Goal: Responding to customer complaints to change the image of the brand. </li></ul><ul><li>Secondary Goal: “After listening and talking to our customers online, we have decided to create a place where we can exchange ideas about what’s important to you.” </li></ul><ul><li>Source: Comcast Voices Blog </li></ul>The Good, The Bad & The Ugly
  13. 13. How they’re doing it… <ul><li>Multiple Platforms Twitter/Forums/Blog </li></ul><ul><li>Multiple Contributors All Hands on Deck </li></ul>Most importantly… It’s about the customer!
  14. 14. Case Studies <ul><li>The Bad – 3M & The Post-It Note Jaguar </li></ul>The Good, The Bad & The Ugly
  15. 15. So Why Did It Fail? <ul><li>They rejected their customer’s needs </li></ul><ul><li>They tried to copy the viral success </li></ul><ul><li>Negative backlash when they got caught </li></ul>“ post-it note car steal” 1,320,000 results
  16. 16. Case Studies <ul><li>The Ugly – “Motrin Moms” </li></ul>The Good, The Bad & The Ugly
  17. 17. Why Did It Get Ugly? <ul><li>They didn’t think about their customer </li></ul><ul><li>They offended a very vocal group </li></ul>
  18. 18. Negative Comments <ul><li>Respond & Engage </li></ul><ul><li>Correct or Inform </li></ul><ul><li>Apologize if needed </li></ul><ul><li>An opportunity </li></ul><ul><li>What is a rager/troll? </li></ul><ul><li>Customer Service </li></ul>
  19. 19. Questions?
  20. 20. SIGMA Members <ul><li>Carter Energy - Blog - Facebook -Twitter </li></ul>
  21. 21. <ul><li>NOCO Express - Facebook Fillup T. Frog -Twitter </li></ul>
  22. 22. <ul><li>NOCO Express cont. - Mascot Fillup T. Frog - Flair & Personalization </li></ul>
  23. 23. Contact <ul><li>Lynn Morton </li></ul><ul><li>Email: </li></ul><ul><li>Twitter: @MissLynn13 </li></ul><ul><li>LinkedIn: </li></ul><ul><li>Facebook: </li></ul><ul><li>Blog: </li></ul><ul><li>Supplemental information for this presentation at: </li></ul>