tech ‘transparency’: rethinking millennial engagement
DESCRIPTION
The live event experience has become increasingly laced with technology – from interactive displays to mobile apps and all-things socially shareable. For Millennials, the value of a live event is in the “transparent” integration of the live and digital experience. Take a closer look at what drives Millennial behavior, and the need for marketers to adopt tech-transparency to engage them. Bryan Rasch - Chief Digital Officer GMR MarketingTRANSCRIPT
TECH ‘TRANSPARENCY’:� RETHINKING MILLENNIAL� ENGAGEMENT�
Bryan Rasch, Chief Digital Officer – GMR Marketing
“Your generation is lazy,
You don’t know what hard work means,
new “Technology” is making you soft
You are going to ruin this country”
@brasch #eventtechlive
Millennials?
NO… Around 1937
“Father to 25 year old son”
@brasch #eventtechlive
And The “technology”
RUINING AMERICA?
I plowed all day… �What’s wrong with
face-to-face… �It will rot your
brain… �
Revolutionized productivity �of farming �
Changed the way we �stayed connected�
Opened up new forms of entertainment �
@brasch #eventtechlive
Technology has always defined generations
50’s
70’s 80’s
60’s
@brasch #eventtechlive
Then along came the technology revolution !
PC’s ! email ! WEB! MOBILE ! social !
All of this coincided with the rise !of the millennial generation…!
@brasch #eventtechlive
Starting in 1982!MILLENNIALS WERE BORN !
!AND THEY Came of age !
starting with the Internet BOOM !
@brasch #eventtechlive
And have been a part of !every tech advancement since… !
1995! 2000! 2005! 2010! 2012!@brasch #eventtechlive
What makes millennials so important?!
THEY ARE The largest generation alive today!Born starting in 1982, came of age starting in 2000!80 Million in the US1 (25% of the US POPULATION) !
75% of the workforce by 20252!
1. (U.S. Census Bureau International Database 2012) 2. (Business and Professional Women’s Foundation 2011) @brasch #eventtechlive
They Impact purchase decisions of others !Will outpace Boomer earnings by 2018 ($2.5+ trillion spending power)1!
74% influence purchase choices of other generations2!
67% share feedback on brands after any good or bad experience !94% use at least 1 outside source for purchase decisions,!40% use four or more sources !
1. (Harris Interactive and Deloitte study 2011) 2. (Edelman Berland 8095 2.0 Survey 2012)
What makes millennials so important?!
@brasch #eventtechlive
The first inherently digital generation !Don’t know a world without the Internet or smart phones !78%+ own Smartphones and 75% already buy on their phones1!45%+ say they do most of their browsing on their phones1!90% check their phones before doing anything upon waking1!
1. MediaPost, Nielsen Smartphone Analytics, Nielsen State of the Media: The Cross Platform Report
What makes millennials so important?!
@brasch #eventtechlive
But for millennials!!
It’s not about technology!
@brasch #eventtechlive
It’s how technology enables!!
Their experiences !Their Communication !
their Community!Their Discovery of information !Their connection to the world !
Their Lives!
@brasch #eventtechlive
FOR EVENT MARKETERS ! !
TECHNOLOGY Must !transparently Add Value !
to their experiences,!not be the experience !
@brasch #eventtechlive
WHAT KIND OF EVENT EXPERIENCES DO
MILLENNIALS WANT?
@brasch #eventtechlive
MILLENIALS WANT “THE EXPERIENCE”
Source: CEB IconoCulture
They are all about having EXPERIENCES
that are WORTH SHARING.
Making and capturing MEMORIES.
Doing something
UNIQUE or SEMI-EXCLUSIVE.
It’s contextual, relevant, personal and WHAT MATTERS to THEM.
@brasch #eventtechlive
MILLENIALS WANT “MORE OF WHAT THEY CAME FOR”
72% would rather spend their money on an experience than a thing
81% say they value experiences over material items
70% crave experiences that stimulate their senses
SO HOW CAN TECHNOLOGY PLAY A ROLE IN THEIR EVENT EXPERIENCES?
@brasch #eventtechlive
“TRANSPARENT” INTEGRATION OF DIGITAL INTO LIVE EVENTS
@brasch #eventtechlive
Brands need to help them discover the unknown, access the best of and share the unexpected
WHAT DOES THAT LOOK LIKE?
@brasch #eventtechlive
SOCIALLY SHARABLE 1
TECHNICALLY NOVEL 2
PERSONALLY RELEVANT 3
≠ FORCED
≠ EXPECTED
≠ BRAND
SOCIALLY SHARABLE ≠ FORCED 1
@brasch #eventtechlive
SOCIALLY SHARABLE 1
They Are Inherently Social >50% of all US Twitter users 75% are on Facebook 80% view digital videos And comprise 40% of all digital video views 26% have SnapChat app (vs. just 3% 30-64 y.o.)
They Are Creators 79% Post Photos they have taken (vs 52% avg.) 48% Post Videos they have taken (vs 26% avg.) 43% use Instagram (vs. 18% of 30-49 y.o.) They Are Curators 61% Share Photos others took (vs 42% avg.) 56% Share Videos others took (vs 36% avg.)
Source: Pew Internet, Photo & Video Sharing – Oct 2013 @brasch #eventtechlive
SOCIALLY SHARABLE 1
WE MUST GIVE THEM A REASON TO SHARE @brasch #eventtechlive
SOCIALLY SHARABLE 1
WE MUST ASK THEM TO BE PART OF THE STORY @brasch #eventtechlive
SOCIALLY SHARABLE 1
WE MUST ASK THEM TO BE PART OF THE STORY @brasch #eventtechlive
SOCIALLY SHARABLE 1
WE MUST HELP THEM HAVE AMAZING EXPERIENCES
@brasch #eventtechlive
@brasch #eventtechlive
TECHNICALLY NOVEL ≠ EXPECTED 2
TECHNICALLY NOVEL 2
True Transparency is the seamless integration of the physical and digital worlds
@brasch #eventtechlive
TECHNICALLY NOVEL 2
WE MUST ENGAGE IN NEW WAYS @brasch #eventtechlive
TECHNICALLY NOVEL 2
@brasch #eventtechlive
WE MUST EVOLVE CONTENT ENGAGEMENT
TECHNICALLY NOVEL 2
@brasch #eventtechlive
WE MUST MAKE THE ABSRACT REAL
TECHNICALLY NOVEL ≠ EXPECTED 2
@brasch #eventtechlive
WE MUST COMBINE SIMPLE TO CREATE NOVEL
@brasch #eventtechlive
PERSONALLY RELEVANT ≠ BRAND 3
PERSONALLY RELEVANT 3
@brasch #eventtechlive Sources: Edelman Berland 8095 2.0 Survey 2012 yPulse 2013 USC Annenberg Center for Digital Future 2013
They want Personalization
55% say ‘I don’t follow trends; I like to think I have my own personal style
They want Access
75% say they want brands to provide opportunities for more life experiences
They want Local Relevance 56% say they would share their location with a nearby company in return for a relevant coupon or promotional deal
80% of Millennials have Smart Phones and are never shared
@brasch #eventtechlive
PERSONALLY RELEVANT 3
AT RETAIL = TIGHT RELEVANCE
LOCALIZED BEACONS
~150 FT = BROADER REWARDS
GPS & BEACONS THIS IS ME
PERSONALLY RELEVANT ≠ BRAND 3
@brasch #eventtechlive
AT EVENTS REWARD WITH BETTER ACCESS
PERSONALLY RELEVANT ≠ BRAND 3
@brasch #eventtechlive
AT RETAIL INTERCEPT AT THE RIGHT TIME
PERSONALLY RELEVANT ≠ BRAND 3
@brasch #eventtechlive
PERSONALIZED BETTER BRAND ENGAGEMENT
PERSONALLY RELEVANT ≠ BRAND 3
@brasch #eventtechlive
PERSONAL HOSPITALITY EVENT VALUE
REMEMBER!TECHNOLOGY Must !
transparently Add Value !to MILLENNIALS experiences, !
not be the experience !
@brasch #eventtechlive
41
QUESTIONS?
© 2013 GMR
Bryan Rasch – Chief Digital Officer GMR Marketing @brasch linkedin.com/in/bryanrasch
TECH ‘TRANSPARENCY’:� RETHINKING MILLENIAL� ENGAGEMENT �
The live event experience has become increasingly laced with technology –from interactive displays to mobile apps and all-things socially shareable.
For Millennials, the value of a live event is in the “transparent” integration
of the live and digital experience. Take a closer look at what drives Millennial behavior, and the need for marketers to adopt
tech-transparency to engage them.