social, mobile, geolocalmarketing to next gen connected consumers
a presentation by Sidneyeve Matrix
teaching social & mobileinsights about GenY media useteaching social & mobilein higher ed, affords insights about GenY media use
digital proclivitiessocial & mobile by defaultand above all, web first
GenY hasimage by Ed Yourdon
landing page is socialized and if you value it, make sure the user-generated content is prominently displayed
ensure your
crowdsourcing & curating contentuse FB as platform for discovery not just distribution
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mobile ready contentlaunch a smartphone optimized site with
mobile exclusive contentmSite could deliver a unique user experience, rather than simply mirroring your main website.
morselized contentagile & available on-demand
create some
such as videos
infosnackingon your contentin moments of microboredom
image: withgalen
and you'll enable users'
image: christopher frier brown
infographicsbut unlike these, make them mobile optimized
consider creating some
no great time commitment requiredmini books, premium paid content and
well suited for time-starved Gen Y
free mobile add-onsvia shortcode promos
digital natives are growing up getting cool digital stuff for free
a cache of mobile & social free stuff designed for 'tweens
calibrating expectations
exclusivity& wicked creative
Gen Y appreciates
exclusivity& awesomeness
image: Michael Dawes
ambient connectivity6 messages per waking hourambient connectivitystatversations: 6 messages per waking hour
digital natives find comfort in
backchannel savvylivetweeting #hashtagged events
in the classroom, or at your event, leverage their
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multimedia microsharinglifecasting realtime updates
so-lo microsharinglocation-specific, real-time, detailed, multimedia lifecast
GenY excels at
t.
UGMso brands areinviting
content with an edgemeasured against the metric of interestingness
image: Gabriela Camerotti
psst! interestingness = truthiness + weirdness
millennials are intrigued by
“John is having a Bloody Mary in London.”
brand community appautostatus update generator, with badges
for example:
SMS campaign
click thru rateto microsite
84% We were made
for each other
text 22443
for example:
message pasted on mirrors in men's washrooms in Toronto and elsewhere
22% fans accessed mVideomobilizing sports fandommobilizing sports fandomaccessed mVideovia QRcode22%
for example:
social goodfootprint
image: jam343
GenY is engaged in configuring their
social proximityespecially via mobile and social initiatives that support
the sense of belonging to something bigger
cause marketing#beatcancer
for example:
millennial perspectivesGen Y likes being asked for their opinions
millennial perspectivesGenY likes being asked for their opinions
image: Dean Terry
invite engagement. make the ask
once you've asked...linking to product info is inbound,permission-based, & relevant
outsource the questions...to a millennial.
not sure what to ask millennials?
image: amanky
leverage digital & mobile literacy+ add value to time spent social networking & smartphoning
1click engagementinvite and value modes of microparticipation
1-click polls, likes, ratings, diggs, retweets, sharesimage: rbbaird
Looking ahead: what's next?
image: Never Cool in School/ Leslie Kalohi
image: Rodrigo Cayo (DREAM)
geosocialitymetrics of georelevance
checkins for charity
geosociality
geosocialmCommerce
geosociality
digital serendipitychemistry in proximity--mobile dating
geosociality
image: Brett Patterson
digital concierges personalized & push notifications
Apple out in front... concierges
millennial travelersconnected & curious, seek customized experiences
concierges
luxury lifestyle utilitydestination recommendations
concierges
personalizationmHealth & fitness appcustomized coaching
concierges
personal shopping appcustomized utility
concierges
image: Laughing Squid
in conclusionadding value for connected Gen Y consumers:
mobile-readytransparent technology
social-by-default interfaceexclusive & customized experience
about the authorSidneyeve Matrix, PhD.
Queen's University. SidneyeveMatrix.com
ThankyoutoDavidJ.Brown,TomGierasimczuk,andKellieSmithatMarketingMagazine,andtoJulieStewartBinksforresearchassistance.
ContentsofthispresentationincludingimageshaveCreativeCommonsAttribution‐Noncommercial‐ShareAlike3.0Licenses.
ThisresearchwassponsoredbyMarketingMagazineandpresentedattheirUrbanDemoconferencethattookplaceinTorontoinNovember2010.
@sidneyeve
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