Marketing To Millennials


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A presentation by Tunheim Partners' e-Strategy practice principals David Erickson and Pat Lilja on marketing to Millennials using social media.

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Marketing To Millennials

  1. 1. Marketing To Millennials Social Media & Online Behavior
  2. 2. “This is the first generation to grow up digital — coming of age in a world where computers, the internet, videogames, and cell phones are common, and where expressing themselves through these tools is the norm. Given how present these technologies are in their lives, do young people act, think and learn differently today? And what are the implications for education and for society?” MacArthur Foundation President Jonathan Fanton
  3. 3. What Do You Care About? • Raising visibility • Executing on program elements • Informing • Inspiring • Getting Feedback And maybe… • What is social media, why do teens like it, and why does it matter?
  4. 4. Life of a 25-54 • Read off-line newspapers and magazines • Like mobile for voice (and a few for data) but do not see their world on mobile phones • Aggregate information on-line and use RSS (though few know the term) • Community important for tasks, much less so for social. Will stay put. • Trust experts on factual information but rely heavily on reviews of peers on hotels, electronics, etc • When they create content it is to share reviews and experiences (not diaries or intimacies) • Rely heavily on personalized portals for news and financials • Care GREATLY about sources of news and information on-line • Heavy into e-mail The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future
  5. 5. Life of a 12-24 • Will never read a newspaper but attracted to some magazines • Will never own a land-line phone • Will not watch television on someone else’s schedule • Trust unknown peers more than experts • For first time willing (2005) to pay for digital content. Never before. • Little interest in the source of information and most information aggregated. • Community at the center of Internet experience • Everything will move to mobile • Less interested in television than any generation before (except as a display for videogames) • Want to move content freely from platform to platform with no restrictions The Impact of the Internet--Year Six Report, 2006 • Want to be heard (user generated) Surveying the Digital Future—The World Internet Project - USC Annenberg School--Center for the • Use Text Messaging (and IM). Think e-mail isFuture their parents Digital for
  6. 6. Millennials (Born Between 1982-2002) • Millennials = GI Generation • Millennials are the children of Boomers & Xers • Millennials: Cute baby movies, precocious children, child safety laws & products, school shooting laws, amber alerts, MySpace scares • Structured lives & Group Play • Most supervised generation in history • Pushed to succeed and doted over • Civic minded • Diverse, Tolerant & International • Technology is a given
  7. 7. Is traditional media still important? Well actually…Yes • Traditional media still “primes the pipe” of a significant portion of original online communication. • Traditional reporters still add disproportionate cache’ to a conversation. • MOST IMPORTANTLY: Traditional media is starting to “get it” and leading with their strengths while expanding their Social Media offerings.
  8. 8. Does Using Traditional Media Still Work? Answer: Yes. But really…Not by itself • It’s almost never enough • It’s becoming an add-on approach, rather than the starting point • But…It can work great in synergy with a social media approach
  9. 9. “Teens and Generation Y (age 18-28) are significantly more likely than older users to send and receive instant messages, play online games, create blogs, download music, and search for school information.” Pew Research “The Ties That Bind”
  10. 10. How can we use Web 2.0 effectively? • Engagement • Empowerment • Relationships
  11. 11. •Go to where teens are getting information •Provide something compelling for them •Be relevant and interesting! •Be a resource
  12. 12. •Encourage teens to become resources •Provide ways to let them spread “the message” •Make sure “the message” is valuable (or at least funny!)
  13. 13. •Be a two-way street •Become a forum for the issue •Be trustworthy •Provide “authority”
  14. 14. Old(-ish) Media -Viral Content • Webpages • Contests (New Media Too!) • Via Email • Face to Face (Schools, Parents, etc. “can prime the pump”)
  15. 15. New Media -Viral Content • Videos • Games • Podcasts • Contests • Blog entries • Via Social Media Sites • (and email)
  16. 16. Social Media = Spreading the Word • There are millions of young people with an opinion. • Opinions count. More than ever! • The barrier to entry is near zero. • There are powerful conversations online. • Some of those conversations have only a few people who care about them (and they are still powerful). • Search is a great equalizer.
  17. 17. Internet Usage Demographics as a Percent of Population
  18. 18. United States: Average Web Usage Month of January 2008 Online Sessions Per Person 36 Domains Visited Per Person 67 PC Time Per Person 37:01:59 Nielson Netratings
  19. 19. • Symantec (Feb 2008) found that parents underestimate the time their kids spend online by a factor of 10
  20. 20. Teen Communication Patterns
  21. 21. Nearly 2/3 of Teens are Online Content Creators • 93% of teens use the internet • 64% of online teens ages 12-17 have participated in one or more among a wide range of content-creating activities up from 57% of online teens in 2004 • 39% of online teens share their own artistic creations online, such as artwork, photos, stories, or videos, up from 33% in 2004 • 33% create or work on webpages or blogs for others, including those for groups they belong to, friends, or school assignments, basically unchanged from 2004 (32%) • 28% have created their own online journal or blog, up from 19% in 2004 • 27% maintain their own personal webpage, up from 22% in 2004 Percentage who engage in these activities (Pew: Teens and Social Media Report) • 26% remix content they find online into their own creations, up from 19% in 2004
  22. 22. Demographics of Teen Content Creators The percentage of content creators in each demographic category: Sex Boys 45% Girls 55 Age 12-14 45 Source: Pew Internet & American Life Project Survey 15-17 55 of Parents and Teens, October-November 2006. Family Income Content Creators n=572. Margin of error for teens is ±4%. *Content creators are defined as teens who Less than $30k annually 13 have done at least one of the following: created or worked on a blog, created or worked on $30,000 - $49,999 21 webpages, shared original creative $50,000 - $74,999 19 $75,000 + 38 Locale Urban 23 Suburban 52 Rural 25
  23. 23. Content creators are not devoting their lives exclusively to virtual participation.
  24. 24. Teens and website creation • One in four (27%) online teens (ages 14-17 ) work on their own webpages (22% of online teens in 2004) • 14% of adults (18+) work on their own webpages • 32% of online teen girls create or work on their own webpage, compared with just 22% of boys. • Online girls ages 15-17 and those who are online on a daily basis are among the most likely to maintain their own websites; 34% of each of these groups create or work on their own webpages.
  25. 25. Social Network Sites • Find your demographic • Identify passionate individuals and communities • Encourage and participate in community discussion • Mobilize • Display your “Brand” • Example: Facebook “Causes”
  26. 26. Average Hours per Person per Week: Age 12-17 at MySpace and Facebook, August 2007 (U.S. Homes) Nielsen//NetRatings
  27. 27. Social Media Sites are Heavily Used by Teens • 70% of older (15-17) girls have used an online social network and 70% have a profile • 57% of older (15-17) boys have used an online social network and 54% of them have a profile • Nearly half of social networking teens visit these sites at least daily • 30% of online adults report having a profile on a site • In 2008, 77% of teen Internet users will visit a social networking site at least once Source: Pew Internet & American Life Project a month (Source eMarketer) Survey of Parents and Teens, October-November 2006.
  28. 28. Social Media - Private Messages Source: Pew Foundation
  29. 29. Teen Users of Social Network Sites Are More Likely to Create All Kinds of Content Content - Creating Activities Online teens Online teens who use SNS who don’t use SNS Post pictures for others to see 73% 16% Share own artistic work 53 22 Create / work on own blog 42 11 Maintain own webpage 42 8 Create / work on webpage for others 41 23 Remix content 32 18 Post videos for others to see 22 6 Source: Pew Internet & American Life Project Survey of Parents and Teens, October-November 2006.
  30. 30. Facebook “Causes” • Facebook Application • 269,988 daily active users • Leverages communities of common interests • Allows direct (and immediate) donation • Well funded developers
  31. 31. Video and Photo Communities • Makes your material easier to find • YouTube (Video) and Flickr (Photos) are the biggest – and hosting is free. PhotoBucket is highly trafficed by Teens as well. • Viewers are self selecting = Almost every view is a quality one. • Video and photos can tell a story – sometimes better or with more impact than text • If you have people taking photos on-site or if you have commercials – you already have content • Video has proven more viral then photos – also more expensive to do well
  32. 32. Video and Photo Communities
  33. 33. Online Video: The Future is starting now… “The fact is that people don’t read anymore.” Steve Jobs: When asked why Apple did not include an eBook reader on the iPod or iPhone
  34. 34. Online Video • Online video now reaches a mainstream audience; 57% of online adults have used the internet to watch or download video, and 19% do so on a typical day. • Three in four young adult internet users watch or download video online. • News video is the most popular category for everyone except young adults. • More than half of online video viewers share links to the video they find with others. • 20% rate/comment on videos they watch • Most online video viewers have watched with other people. • Professional videos are preferred to amateur productions online, but amateur content appeals to coveted segments of the young (especially young male) audience. • coveted segments of the young male audience. • Few pay to access online video.
  35. 35. Online Video: Dramatic Increases
  36. 36. Online Video Activities
  37. 37. YouTube Dominates Online Video
  38. 38. Popular Video Genres
  39. 39. Blogs • Still “The King” of social media • Search engine positive • Lowest barrier to immediate entry (Social Networks take more time and more effort) • The right bloggers can be an outlet for your information – and a rally point • Your own blog can be the same thing! • Being a blogger provides cache when approaching bloggers – this is especially key with teens • Need someone with passion, commitment, and…a bit of discretion
  40. 40. Teens and Blogs •Dramatic increases in teen blogging activity account for much of the growth in the content creation category •Girls have fueled the growth of the teen blogosphere •Teens from lower-income and single-parent households are more likely to blog •Half of all online teens read blogs •Teens who are active bloggers, are also highly active offline •40% of teen bloggers remix music/video/image content
  41. 41. Communities of information • Digg • ( also works)
  42. 42. Wiki’s What is a wiki? • A user-edited compilation of knowledge (Wikipedia, Etc.) • Easy to edit – usually by anyone allowed access • Allows branching of content (linking between wiki pages) Your Own Wiki: • Generating a knowledge base • Planning and documenting • Inter/Intra-organization communications • Often requires a guide/facilitator and an editor-in-chief • OpenPlans (
  43. 43. U.S. Podcast Audience Total Podcast audiences are expected to increase 500 percent from 2006 to 2010 from 10 million to nearly 50 million - Marketing News July 15, 2006 (eMarketer Inc). Active Podcast audiences are also expected to increase 500 percent from 2006 to 2010 from 3 million to nearly 15 million - Marketing News July 15, 2006 (eMarketer Inc).
  44. 44. Podcasting
  45. 45. Cell phones • Those who talk the most on the phone are ages 18 to 24 (who averaged 290 calls a month in 2007) • Text messaging was highest among 13- to 17-year-olds (who averaged 435 messages a month in 2007) • Users 45 to 54 years old spoke on the phone 194 times, on average, a month and sent only 57 text messages • Who young people talk to says something symbolically about who they are tied to • Young people are not just talking for two hours straight, but they are continually connecting through the day • Text Messages are symbolic gestures of friendship
  46. 46. Perceived Benefits Of Owning A Cell Phone
  47. 47. Cell Phone Features
  48. 48. Personal quot;feelingquot; When Owning A Cell Phone
  49. 49. Face-to-face contact still matters • Across the spectrum, the communication activity that changes the least is the frequency of face-to-face encounters • It is still often the best way to impart initial information - especially with access to schools (school creates a captive audience) • But… it is one of the slowest viral mechanisms - even if one of the strongest
  50. 50. Email Continues to Lose its Allure Among Teens • 14% of all teens report sending emails to their friends every day (making it the least popular form of daily social communication) • Younger online girls are the exception - 22% of girls ages 12-14 email friends daily (compared with 11% of younger boys and 13% of older teens)
  51. 51. Other Methods of Communication are Changing • The number of teens who report instant message use has dropped since 2004…but… • Girls 15-17 have the IM highest usage (82%) • Chatroom visits have declined significantly (18% at the end of 2006 versus 55% in 2000)
  52. 52. Games and Gadgets • 67% of teens report playing computer or console games (such as Xbox or PlayStation) • 49% of those teens say that they play games online. • Boys are more likely than girls to play computer or console games - A third of boys and one in ten girls (ages 12-14) play video or computer games almost every day • Younger teens are more likely to play computer or • console games than their older counterparts Teens who play video games are also more likely to report that they hang out with their friends in person • Teens who play video games are also likely to go online more frequently than non-gaming teens. • Teens whose parents earn less than $30,000 annually are more likely than wealthier teens to play computer or console games and to
  53. 53. Widgets • 43% of young people ages 18 to 24 know they use widgets • the older the person, the less likely he or she is to be familiar with them • In November of 2997 81.1% of the total US Internet audience viewed a Web widget (a figure that does not include people who used applications on Facebook.) • Widgets allow persistent information delivery • Widgets can be easy to distribute • Widgets can enhance the sense of community • Widgets boost the functionally of a website of profile
  54. 54. Online Dangers…? • One in five children is now approached by online predators…? • Does the “Stranger Myth” exist online?
  55. 55. Online Positives • Easier to keep in touch with larger group of friends, spread out by geography • Kids are learning communications skills such as typing and writing by doing IM, texting and blogging • Shy people in person may be better able to communicate in an online setting • More freedoms online than in real world where freedoms are curtailed for teens
  56. 56. Online Negatives • Posted thoughts are out there for everyone in the world to see • Too much texting — English writing skills can be hurt • Ergonomic problems of too much computer, texting time. • Students spend time on school computers texting or posting to blog, when they should be doing school work • Reliance on texting or email rather than face-to-face or phone conversations. • Online bullying and saying things online you’d never say to someone’s face (“flaming”) • Technology Addiction • Texting while driving
  57. 57. Teens, Privacy & Online Social Networks • Many teenagers avidly use social networking sites like MySpace and Facebook, and employ a variety of tools and techniques to manage their online identities. • Teens post a variety of things on their profiles, but a first name and photo are standard. • Boys and girls have different views and different behaviors when it comes to privacy. • Older teens share more personal information than younger teens. • To teens, all personal information is not created equal. They say it is very important to understand the context of an information-sharing encounter. • Most teen profile creators suspect that a motivated person could eventually identify them. They also think strangers are more likely to contact teens online than offline. • Parents are using technical and non-technical measures to protect their children online. • More households have rules about internet use than have rules about other
  58. 58. What Information Teens Think it’s OK to Give Out Online? Source: Pew Foundation
  59. 59. Stranger Contact
  60. 60. “Cyberbullying”
  61. 61. Parents Regulation of Media Usage
  62. 62. Landing Page Design • More “scanable” (Easy to read with short chunks of well headlined text, bullets, and bolded keywords) • Simple design – It’s not your homepage • Don’t ask for too much information too soon • Say Thank You!
  63. 63. Search Engine Optimization (SEO) Consider it for anything that might appear online including: – Webpages – Landing pages – Media releases – Externally hosted content (video, photos, etc.) • Don’t sacrifice readability for SEO • Don’t sacrifice long term rankings for quick gains • Use your time wisely
  64. 64. Search Engine Optimization (SEO) 1. Consider your audience 2. Generate a keyword/key phrase list 3. Generate a list of pages that can link to and from your content 4. Create your page using the key words – First in titles – Second in headings – Third in body text 5. Link as much as possible to relevant content (especially content that shares your key words/phrases). This does not boost your rankings, but it does help identify your content. 6. If it’s information worth sharing, use Digg, and 7. Disseminate your content (upload, email, host) 8. Link to your own content and make sure others know how and when to link to it too. 9. Measure results and modify if necessary 10. Build upon success SEO is not just for your webpages - Keywords benefit all your social media content.
  65. 65. Social Media Trend Projections
  66. 66. Tweens Online
  67. 67. Teens and Social Media: A Summary •The use of social media – from blogging to online social networking to creation of all kinds of digital material – is central to many teenagers’ lives •Girls continue to lead the charge as the teen blogosphere grows; 28% of online teens have created a blog, up from 19% in 2004. •The growth in blogs tracks with the growth in teens’ use of social networking sites, but they do not completely overlap. •Online boys are avid users of video-sharing websites such as YouTube, and boys are more likely than girls to upload. •Digital images – stills and videos – have a big role in teen life. •Posting images and video often starts a virtual conversation. Most teens receive some feedback on the content they post online. •Most teens restrict access to their posted photos and videos – at least some of the time. Adults restrict access to the same content less often. •In the midst of the digital media mix, the landline is still a lifeline for teen social life. •Multi-channel teens layer each new communications opportunity on top of pre-existing channels. •Email continues to lose its luster among teens as texting, instant messaging, and social networking sites facilitate more frequent contact with friends.
  68. 68. Key Online Performance Indicators Traditional Online Measurement Criteria: • Cancellations / non-renewals • Page Views • Return Visitors • Service/funding requests and inquiries • Search Metrics (i.e. Google ranking) • Media Mentions • Materials Downloads
  69. 69. Key Online Performance Indicators Future Online Measurement Criteria: • It’s beyond direct convertibility • Becoming a part of your community • Subscribing to your (blog, video, podcast, news, etc.) feed • Highly rating your post, video, article, etc. • Embedding your widget • Passing on your message (Viral messaging)
  70. 70. David Erickson Pat Lilja