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Targeting Millennials
The document discusses the significance of understanding the millennial generation as they will comprise a significant portion of the workforce by 2025 and highlights their distinct digital proficiency compared to older generations. It emphasizes the importance of engaging with millennials through innovative digital strategies and content that prioritizes user experience and authenticity. Additionally, it encourages brands to focus on mobile-first approaches and audience engagement rather than mere follower counts.
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Targeting Millennials
- 1. Reinvention in theAge of the Millennial Keith Kaplan, IBM Social Brand Marketing Product and Operations Lead @KrazyKaplan14 October 27, 2015 Targeting Millennials
- 2. Agenda Why are wetalking about Millennials? The Millennial mindset How can you take action? 1
- 3. SNL Skit: TheMillenials 2
- 4. Putting the Millennialgeneration into context 3 Greatest Generation Silent Generation Baby Boomers Generation X Millennials Generation Z Pre -1933 1933 -1945 1946 - 1964 1965 -1979 1980 - 1995 1996 - Present Source: The Millennial Generation Rules
- 5. "We thought thatan upbeat name would be good because of the changing way they were being raised. They would be the first to graduate high school in the year 2000, so the name millennial instantly came to mind." -Neil Howe & William Strauss Source: NPR
- 6. Why is itimportant to talk about Millennials? § Approximately 10,000 Baby Boomers retire everyday1 § By 2020, Millennials will be approximately 50% of the U.S. workforce2 § By 2025, up to 75% of the global workforce will be Millennials3 § The oldest Millennial has been in the workforce approximately 10 years 5 Source: 1The Washington Post, 2Maximizing Millenials in the Workplace, 3Reinvention in the Age of the Millennial
- 7. Millennials are thenew decision makers
- 8. IBM study: Millennialsin the workplace § Goal – Explore the preferences and behavior patterns of Millenials with those of Gen X and Baby Boomers. § Findings – The fundamental distinction between Millennials and older employees is their digital proficiency, but Millennials share many of the same attitudes as older employees § Link to study: – http://ibm.biz/millennialmyths 7
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- 11. It’s not theage group that’s important, it’s the mindset that has evolved in this generation
- 12. Millennial Mindset Trends § 2.5x more likely to be an early adopter of technology than older generations1 § 75% of Millennials own smartphones (more than any other generation)2 § 83% of Millennials sleep with their smartphones, compared with 50% of Baby Boomers2 § 87% of consumers use more than one device at a time when watching TV3 § 92% of Millennials in the U.S. use smartphones as their primary mobile TV device4 11 Source: 1Social@Ogilvy 2comScore 3Accenture 4Adobe
- 13. This is the“now” generation
- 14. Source: Torque More comfortablesharing information
- 15. Source: Torque Example: creativeways to share Quote of the day shareable to Instagram 14
- 16. 15 Source: comScore Socialmedia activity is fragmented
- 17. Stay on topof new platforms and technologies
- 18. Example: grubHub onSnapchat § Week-long scavenger hunt where each day they gave 10 fans $50 of grub § Each morning they would post a challenge and fans would have to snap them back Source: grubHub17
- 19. 18 Millennials trust peersmore than they do brands
- 20. 19 Great design andexperience is expected
- 21. Example: convenient userexperience Apple Uber 20 Airbnb
- 22. 21 Source: SocialTimes Thefuture of content marketing is online video
- 23. Example: engaging videocontent BuzzFeed Food creates 15 second how videos GoPro capitalizes on user generated video content 22
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- 25. Example: brand expressionvs. selling This Not this 24
- 26. Don’t focus onfollower numbers, focus on engagement
- 27. Example: engagement onsocial media Charmin Starbucks 26
- 28. Example: engagement onsocial media (cont) IBM 27
- 29. Give your audiencewhat they like
- 30. Example: give youraudience access YouTube Spaces NASA 29
- 31. Example: give youraudience access (cont)
- 32. Content creation checklist ü Isyour content mobile first? ü Is your content intuitive? ü Does your content add value? ü Is the content appropriate for the channel? ü Is your content authentic? ü Is your content optimized for the channel? ü Is your content innovative and original? ü Does your content factor in data? 31
- 33. Take away § What’sgood for Millennials is good for everyone § If you’re not thinking about mobile first, then you’re already behind § The brands that are doing well, understand their audience 32
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- 35. Thank you § KeithKaplan § IBM Social Brand Marketing Product and Operations Lead § kaplan.keith@gmail.com § Twitter: @KrazyKaplan14 34