Email For The Generations #SMMSF


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Nielsen and comScore tell us from their stats that advertisers look at all of us through a generational lens.

Coming from more than a decade in the television industry - both on-air and digital - I have long been taught to use information we know about what appeals to members of each of the four living generation in the US.

I have brought those learnings to my work as a consultant, despite a lack of dialogue about this approach in social media and general marketing circles.

This presentation was given 17th September 2010 at the Social Media Email Conference at the Hotel Nikko in San Francisco (#SMMSF).

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  • · Structured, supportive work
    · Personalized work
    · Interactive relationship
    · Be prepared for demands, high
  • Casual, friendly work
    · Involvement
    · Flexibility and freedom
    · A place to learn

    Meal planning and deals
    School supplies
    Child care activity centers
    Computer kiosks that keep kids engaged
  • Email For The Generations #SMMSF

    1. 1. Email for the Generations Social tactics to trigger responses from the Greatest Generation, Baby Boomers, Generation X and Millennials effectively. Presented By Jennifer Lindsay Jennifer Lindsay Digital and Host of The A-List
    2. 2. Defining Moments There are four generational categories we can market to in the US, largely defined by the ad industry • Greatest Generation: born prior to 1946 (65-plus) • Boomers: 1946-1964 (45-63) • Generation X: 1965-1976 (33-44) • Millennials: 1977-1994 (15-32)
    3. 3. The Millenials
    4. 4. Millennials Characteristics  Expect real-time communication, consider email “slow”  Visually-oriented  Need immediate gratification  Share information they consider valuable easily  Friends = family  Most likely brand advocates Calls To Action • Prefer to share via text and Twitter • Impulse buyers • Will share deals as well as event information easily • Internet or mobile coupons ideal • Battery chargers and in-store WiFi entice • If you hit a sweet spot, and they’ll create a video about something helpful or unusual
    5. 5. Gen Xers
    6. 6. Generation X Characteristics  Time considered a precious commodity  Actively use Facebook, MySpace and Twitter  Shop and price-check online  Use email and text interchangeably  Self-reliant and individualistic  Mistrust institutions Calls To Action  More than 80% of X-ers actively text or email friends deals  Deliver quick hit info and offers  Reduce pressure by offering little indulgences to make purchasing / engaging less onerous  Communicate ways to keep kids engaged – and parents free
    7. 7. Boomers and Late-Boomers
    8. 8. Boomers Characteristics  Make up one-third of those actively online  Regular online shoppers and big spenders  Like spending recognition  Comfortable with email  Twitter is an untapped outlet: Boomers increased Twitter use 469% during 2009 Calls To Action  Reach one and you can reach their entire follower base with product info and special offers  Cash-back savings programs  Upsell! Areas of interest include:  Prescription medications  Insurance  Gifts for grandkids and kids  Entertainment  Travel  Discount wines by the case
    9. 9. Optimizing For Boomers  Boomers are still vital and evolving even as they approach and reach retirement age  The three basic life structures of Boomers: identity, territoriality, and time  Boomers’ identity is essentially optimistic, meaning they have a vitality which makes them survivors, if not thrivers  As Boomers age being close to home range becomes more important  As people age, their nostalgic yearnings grow, making them more receptive to and long for positive memories of the past
    10. 10. The GIs, The Lost and The Greatest
    11. 11. Greatest Generation Characteristics  Value-oriented: Want to discuss areas of interest  Spend most of their online time using email and message boards  Baby Boomer children influence adoption of technology  Asking for more social features the more they are exposed to gadgets such as mobile phones Calls To Action  Email and message boards are targeted channels to message about senior discounts  Messages need to be large enough to be seen  Special products addressing aging issues and special packs for smaller households are winners  Message about ways you cater to this age group, such as signage or on-shelf or on-cart magnifying glasses
    12. 12. Commonalities: Media & Meals  On average, the typical American consumes more than 35 hours of media per week across the three screens of TV, Internet and mobile  Across the generations, people are turning to cookbooks, the Internet and TV for recipe ideas and less expensive in- home entertainment as budget-conserving options  Millennials are the most wired to the Internet, while Generation X favors TV and the Greatest Generation reads  As smartphones redefine customer media interaction, they present enormous potential for generating buzz around products, delivering timely product info and coupon codes, and building community through brand advocacy
    13. 13. Email for the Generations Fin Thank you for listening! Questions?