Targeting Millennials
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Reinvention in the Age of the Millennial Keith Kaplan, IBM Social Brand Marketing Product and Operations Lead @KrazyKaplan14 October 27, 2015 Targeting Millennials
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Transcript of Targeting Millennials
Reinvention in the Age of the Millennial
Keith Kaplan, IBM Social Brand Marketing Product and Operations Lead @KrazyKaplan14 October 27, 2015
Targeting Millennials
Agenda
Why are we talking about Millennials?
The Millennial mindset
How can you take action?
1
SNL Skit: The Millenials
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Putting the Millennial generation into context
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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
"We thought that an 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
Why is it important 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
Millennials are the new decision makers
IBM study: Millennials in 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
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Myth 1
Myth 2
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Myth 3
Myth 5
Myth 4
It’s not the age group that’s important, it’s the mindset that has evolved in this generation
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
This is the “now” generation
Source: Torque
More comfortable sharing information
Source: Torque
Example: creative ways to share
Quote of the day shareable to Instagram
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15 Source: comScore
Social media activity is fragmented
Stay on top of new platforms and technologies
Example: grubHub on Snapchat
§ 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: grubHub 17
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Millennials trust peers more than they do brands
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Great design and experience is expected
Example: convenient user experience Apple Uber
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Airbnb
21 Source: SocialTimes
The future of content marketing is online video
Example: engaging video content
BuzzFeed Food creates 15 second how videos
GoPro capitalizes on user generated video content
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Don’t be “salesy”
Example: brand expression vs. selling
This Not this
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Don’t focus on follower numbers, focus on engagement
Example: engagement on social media
Charmin Starbucks
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Example: engagement on social media (cont)
IBM
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Give your audience what they like
Example: give your audience access
YouTube Spaces
NASA
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Example: give your audience access (cont)
Content creation checklist
ü Is your 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?
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Take away
§ What’s good 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
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Questions
Thank you
§ Keith Kaplan
§ IBM Social Brand Marketing Product and Operations Lead
§ Twitter: @KrazyKaplan14
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