“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.