10 tips to connect with gen y in a changing digital landscape

“If you had to pick one word tosummarize Gen Y, it would be interactive.

Weaned on the Internet and reality TV…expect to be entertained and involved,

to shape an outcome vs. await one.

They’re copious consumers who blur the lines between technology and real life, seamlessly working

anytime from anywhere.”

- Nielson, Consumer Insight Magazine

The advent of

Supercharged Consumer Sovereignty

“When the balance of power shifts and the consumer becomes the advocate, the blogger

becomes the voice of your brand,the tweet becomes your ad.

The brand relinquishes control to the online world and your consumers become the

influencers.”- Urban Market Research 10/11

Brand positioning social media•It’s about fostering trust through authenticity, dialogue and innovation

•It’s about adding value where your target audience is searching and researching

•It’s about being open and prepared to let your target audience play a

part in developing your brand and giving them a place to do it

Really unhappy

Really, really unhappy

We get in contact

Getting happier

Now we’re all happy

Tweetdeck

Embrace the notion of letting audiences explore, discover and unearth.

• Nuance over noise

• Don’t want to be marketed to.

• The “finding” is important.

"It's true that Gen-Y consumers like to discover brands on their own. That doesn't mean that they don't want to be marketed to.

But it does have to be on their terms and in places where they hang out.”

Learning how to speak to Gen Y, Fast Company

Create strategies to give perceived ownership

of the brand over to your audience.

• consumer created content• engaging experiences• peer to peer sharing

There are over 4 million Facebook users in Australia aged

between 18 – 30 years.

- Source*: http://www.facebook.com/ads/create/ ; Source^: IAB UK, Attentionn grabbing ads, 2009

“Social networking is the mostpopular online content with

1 in 2Murdoch students citing this as

the content they use “most often”.

– Murdoch University Social Technographics Study 2011

Deliver true value with your

Facebook presence both to your

audience, and for your

university.

Create engaging relevant content.

‘At the top of the list of “what defines you”

is “my friends,” with young adultsnow looking to their peers to validate

who they are, what they consumeand what’s important in life.”

– Urban Market Research 10/11

Create avenues to

share opinion

6 in 10 Murdoch students are critics, almost double than in the general Australian population.

- Murdoch University Social Technographics Study 201162%

31%

“Even though every young adult has an email address (or multiples)

usage is on the decline with young adults preferring instead

to communicate with their peers through

messaging functions such as Facebook,SMS, Skype and Instant Messenger.”

Source: UMR Research (16 – 30 year olds) , Lifelounge and Sweeny Research, 2010/2011

Email is about relationships-but don’t assume it’s a strong one.

% Emails opened on different access platforms 2011The source of the data is Sydney-based Email Service provider Campaign Monitor – it’s based on 3 billion emails delivered for it’s clients in 2011.

Consider how your email will look on mobile.

- SmartInsights, 2011

Engagement is an estimateof the depth of visitor interaction

against a set of clearlydefined goals.

– Eric T. Peterson (Web Analytics Demystified)

Create memorable and positive brand experiences (engage)

38% of users surveyed considered

(display ads on Facebook) an intrusion

compared to 29% the year before.

Source: Lightspeed Research, United States, January 2011

Facebook users won’t leave Facebook.

‘Content Marketing is the belief that by providing consistent, ongoing,

valuable information to consumers,they will reward us with their

business and loyalty.”

- “Get content, get customers” – Joe Pulizzi

1. Audience.2. Create, collate and curate.3. Build authority.

Sharing has the ability to increase perceived value.

Understand what your audience

is sharing and why.

Know youraudience.

Give them thetools to experience it

themselves.