A STUDY OF MILLENNIALS BY BUZZMEDIA

DIGITAL QUICKSILVERHOW MARKETERS CAN HARNESS INFLUENCE TO DRIVE BRAND AFFINITY

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BUZZMEDIA EXPLORED THE KEY DRIVERS OF INFLUENCE TO UNDERSTAND THE COMPLEX RELATIONSHIP BETWEEN BRANDS, CONTENT, INFLUENCERS AND MILLENNIALS.

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WE PARTNERED WITH NEWSTREAM, A ‘VALUE-ADDED’ MARKET RESEARCH & STRATEGY CONSULTING BOUTIQUE TO HELP UNLOCK THE DYNAMICS OF INFLUENCE.

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METHODOLOGY

LOS ANGELESCHICAGO

NEW YORK6 FOCUSGROUPS

(2 PER MARKET)

SOCIALLY ACTIVE ONLINE U.S.

MILLENNIALS(AGED 18-34)

1,228 SURVEYS OF U.S. MILLENNIALS

CONDUCTED BETWEEN 1/2/2013 -

1/11/2013

RESEARCH APPROACH

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KEY FINDINGS

MILLENNIALS POSSESS ‘CORE VALUES’ THAT IMPACT THE POTENTIAL INFLUENCE OF BRANDS, CONTENT AND INDIVIDUALS.

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TRUST, CREDIBILITY AND AUTHENTICITY ARE THE DOMINANT DRIVERS OF INFLUENCE.

80%OF MILLENNIALS RANK ‘TRUST’, ‘CREDIBILITY’ AND ‘AUTHENTICITY’ AS THE MOST IMPORTANT ELEMENTS THAT IMPACT IF A BRAND, CONTENT OR INDIVIDUAL INFLUENCER IS CONSIDERED INFLUENTIAL.

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CREATE A SECTION DIVIDER WITH A LARGE PHOTO AND SOME TYPE

THESE CORE VALUES MUST BE PRESENT IN THE BRAND, CONTENT AND INFLUENCER IN ORDER TO EFFECTIVELY SWAY MILLENNIALS AND DRIVE THEM TO ACTION.

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TRUST IS NON-NEGOTIABLE. IT IS A PRECONDITION. IT SETS THE FOUNDATION FOR THE ENTIRE RELATIONSHIP. IF A CONSUMER DOESN’T TRUST YOU,YOU’RE NOWHERE.

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“A BRAND IS A PART OF YOUR LIFE THAT YOU WILL ACTUALLY ARGUE ABOUT.”

CREDIBILITY & AUTHENTICITY NEED TO BE MANAGED WITH CARE TO IMPACT MILLENNIAL CONSUMERS.

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“WE KNOW BRANDS ARE TRYING TO SELL YOU SOMETHING, BUT THERE IS A RELATIONSHIP OUTSIDE OF BEINGA CONSUMER.”

BRANDS, CONTENT AND INFLUENCERS LIVE IN SYNERGY. EACH ADDS LOGIC & STRENGTH AND REINFORCES THE CORE VALUES.

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“I IMMEDIATELY NOTICED WHEN THE GAWKER SITE WENT DOWN AND STATE FARM STEPPED IN. I HAVE STATE FARM INSURANCE AND LIKE THEM EVEN MORE NOW THAT THEY BROUGHT ME GAWKER.”

INFLUENCE IS NOT AN ENTITY. INFLUENCE IS A PROCESS. ONE WHICH NEEDS TO BE MANAGED PROPERLY TO BE MOST EFFECTIVE.

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BUILDING BRAND INFLUENCE

19

A) “A BRAND IS MUCH MORE EXISTENTIAL - IT TAKES A LOT TO BE A BRAND...”

B) “WHILE EVERY BRAND IS A PRODUCT NOT EVERY PRODUCT IS A BRAND...”

C) “A BRAND EXTENDS TO WHAT THEY REPRESENT - IT’S BEYOND A PRODUCT...”

MILLENNIALS HOLD STRONGLY FORMED OPINIONS ABOUT BRANDS.

WHAT A COMPANY

REPRESENTS

WHAT DISTINGUISHES A

PRODUCT

81%85% 77%A MEASURE OF

QUALITY

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Q. What is a brand? Do you consider a brand to be…...

CREATE A SECTION DIVIDER WITH A LARGE PHOTO AND SOME TYPE

MILLENNIALS THINK INFLUENTIAL BRANDS SHOULD BE CREATIVE (92%), INNOVATIVE (87%), COMPASSIONATE (79%), STYLISH (79%) & HUMOROUS. (74%)

Q. How important are each of the following brand characteristics or personality traits in determining whether a brand is influential to you online?

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MENCREATIVE #1

INNOVATIVE #2HUMOROUS #3

STYLISH #4

WOMEN SEEK COMPASSIONATE BRANDS, MEN SEEK FUNNY ONES. BOTH VALUE CREATIVITY & INNOVATION.

WOMENCREATIVE #1

INNOVATIVE #2COMPASSIONATE #3

STYLISH #4

CREATE A SECTION DIVIDER WITH A LARGE PHOTO AND SOME TYPE

INFLUENTIAL BRAND DISCOVERY EXPERIENCES BEGIN WITH CONTENT & TAKE FLIGHT VIA SOCIAL.

BRAND WEBSITES 52%NON-BRAND SITES 52%ADS 42%

CELEBRITY ENDORSEMENTS 40%SITE EDITOR 40%

SOCIAL MEDIA 39%TOPIC AREA EXPERT 32%Q.11. Generally, how influential are the following

online sources when obtaining information on brands and/or products?

SOCIAL MEDIA PLAYS A CRITICAL ROLE IN HOW MILLENNIALS INTERACT WITH BRANDS.

OF MILLENNIALS FOLLOW BRANDS VIA SOCIAL MEDIA

76%

Q.6. How do you most typically interact with brands online?

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SOCIAL MEDIA & BRAND DISCOVERY

80

60

40

20

0

76 76 73 7045

FOLLOW BRANDS

SHARE ITEMS FROM

FRIENDS

SHARE ARTICLES,

CLIPS, ETC.

SHARE ITEMS FROM

BRANDS

SHARE ITEMS FROM

CELEBS

MILLENNIALS ARE ACTIVELY ENGAGED WITH BRANDS ON SOCIAL MEDIA.

MILLENNIALS WELCOME BRANDS INTO THEIR STREAM & SHARE THE BEST. BRANDS NEED TO FOCUS ON PRODUCING GREAT CONTENT WORTHY OF SHARING.

REGULARLY RECEIVE USEFUL INFO FROM BRANDS40%

Q. How much do you agree with the following statements? Top 3 boxes (in 10 point agreement scale)

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MILLENNIAL BRAND DISCOVERY IS FUELED BY TRUSTED SOURCES.

FRIENDS & FAMILY FROM TOPIC EXPERT

50%54% 44%FROM SITE

EDITOR

“I WILL CHECK OUT A BRAND THAT RECEIVED RECOMMENDATIONS FROM...”

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60

45

30

15

0

5145

40

FRIENDS & FAMILY TOPIC EXPERT SITE EDITOR

58 54 49

BRAND DISCOVERY INCREASES AMONG MILLENNIALS THAT SPEND MORE TIME ONLINE.

LESS THAN 20 HRS PER WEEK ONLINE MORE THAN 20 HOURS PER WEEK ONLINE

“I WILL CHECK OUT A BRAND THAT RECEIVED RECOMMENDATIONS FROM...”

MILLENNIALS REWARD BRANDS & CONTENT THAT ARE PROPERLY ALIGNED.

VIEW OF BRAND CHANGED POSITIVELY FROM

ASSOCIATION WITH SITE OR SITE EDITOR

VIEW OF SITE CHANGED POSITIVELY FROM

ASSOCIATION WITH BRAND

36%34%

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Q. How much do you agree with the following statements? Top 3 Boxes (in 10 point agreement scale)

THE POWER OF INDIVIDUAL INFLUENCERS

WE DEVELOPED AN INFLUENCER SPECTRUM TO MEASURE HOW MILLENNIALS VIEW INDIVIDUAL INFLUENCERS BASED ON TOPIC EXPERTISE AND FAME.

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LOW TOPICAL EXPERTISE WITH

BROAD FAME

TOPIC EXPERT WITH

BROAD FAME

TOPIC EXPERT WITH

CONTEXTUAL FAME

LOW TOPICAL EXPERTISE WITH

CONTEXTUAL FAME

DEGREE OF TOPICAL EXPERTISE

DEG

REE

OF

FAM

E

MILLENNIALS VALUE TOPIC EXPERTISE ABOVE ALL WHEN SEEKING INFORMATION FROM INFLUENCERS ABOUT BRANDS.

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INFLUENCERS NEED TO BE INTIMATELY INVOLVED IN THE SPHERE OF ACTIVITY THEY ARE REPRESENTING - NOT JUST BROUGHT IN BECAUSE THEY ARE POPULAR.”

Q.12. How credible is this “type” of individual when you are obtaining information on...?

MUSIC

APPAREL & FASHION

CONSUMER ELEC

RESTAURANTS

TRAVEL

AUTO

CPG PRODUCTS

CREDIT & FINANCE

BROAD FAME CONTEXTUAL FAME

48%

44%

39%

38%

36%

35%

34%

30%

40%

47%

37%

38%

36%

36%

32%

29%

TOPIC EXPERTS HAVE HIGHEST CREDIBILITY WITHIN ALL CATEGORIES.

TOPIC EXPERTS EXUDE AUTHENTICITY & CREDIBILITY. CONSUMERS RESPECT THEIR KNOWLEDGE & VALUE ENGAGING IN A DIALOGUE WITH THEM VIA SOCIAL MEDIA.

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TOPIC EXPERTS CAN IGNITE CONSUMER PASSIONS ABOUT BRANDS, AS LONG AS THERE EXISTS A TRUSTED & AUTHENTIC CONNECTION BETWEEN BRAND AND THE INFLUENCER.

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Q.4. How influential is this “type” of individual in...?

50

37.5

25

12.5

0BRAND AWARENESS BRAND INTEREST BRAND AFFINITY CONSIDER

PURCHASING BRAND

TOPIC EXPERT / BROAD FAME

LOW TOPICAL EXPERTISE / BROAD FAME LOW TOPICAL EXPERTISE / BROAD FAME

TOPIC EXPERT / CONTEXTUAL FAME

46 4841

3642 43

3632

42 43

3531

38 39

3127

TOPIC EXPERTS CAN HELP INCREASE BRAND AWARENESS, INTEREST, AFFINITY AND PURCHASE CONSIDERATION.

MILLENNIALS VIEW BRANDS AS A ‘MEASURE OF QUALITY’. TRUST, CREDIBILITY & AUTHENTICITY ARE ‘CORE VALUES’ THAT SHAPE INFLUENCE.

MILLENNIALS WELCOME BRANDS INTO THEIR LIVES & SHARE THE BEST CONTENT. BRAND DISCOVERY IS FUELD BY TRUSTED SOURCES VIA SOCIAL MEDIA.

ALIGNMENT WITH TOPIC EXPERTS CAN AID BRAND DISCOVERY, EXPAND INFLUENCE & INCREASE RESULTS.

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