Published on November 14, 2010
social, mobile, geolocal marketing to next gen connected consumers a presentation by Sidneyeve Matrix
teaching social & mobile teaching social & mobile insights about GenY media use in higher ed, affords insights about GenY media use
image by Ed Yourdon GenY has digital proclivities social & mobile by default and above all, web first
ensure your landing page is socialized and if you value it, make sure the user-generated content is prominently displayed
crowdsourcing & curating content use FB as platform for discovery not just distribution FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent
launch a smartphone optimized site with mobile ready content
mobile exclusive content mSite could deliver a unique user experience, rather than simply mirroring your main website.
create some morselized content agile & available on-demand such as videos
image: withgalen and you'll enable users' infosnacking on your content in moments of microboredom image: christopher frier brown
consider creating some infographics but unlike these, make them mobile optimized
mini books, premium paid content and no great time commitment required well suited for time-starved Gen Y
free mobile add-ons via shortcode promos digital natives are growing up getting cool digital stuff for free
calibrating expectations a cache of mobile & social free stuff designed for 'tweens
Gen Y appreciates exclusivity & wicked creative
exclusivity & awesomeness
digital natives find comfort in ambientmessages per waking hour ambient connectivity connectivity statversations: 6 per waking hour 6 messages image: Michael Dawes
in the classroom, or at your event, leverage their backchannel savvy livetweeting #hashtagged events FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent
GenY excels at so-lomultimedia microsharing microsharing realtime updates lifecasting location-specific, real-time, detailed, multimedia lifecast
t. so brands are UGM inviting
millennials are intrigued by content with an edge measured against the metric of interestingness image: Gabriela Camerotti psst! interestingness = truthiness + weirdness
for example: brand community app autostatus update generator, with badges “John is having a Bloody Mary in London.”
for example: SMS campaign e 84% click thru rate mad r were othe We ach to microsite for e t 22443 tex message pasted on mirrors in men's washrooms in Toronto and elsewhere
for example: 22% fans accessed mVideo mobilizing sports fandom mobilizing sports fandom 22% accessed mVideo via QRcode
GenY is engaged in configuring their social good footprint image: jam343
especially via mobile and social initiatives that support social proximity the sense of belonging to something bigger
for example: cause marketing #beatcancer
millennial perspectives millennialasked for their opinions GenY likes being perspectives Gen Y 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
not sure what to ask millennials? outsource the questions ...to a millennial.
leverage digital & mobile literacy + add value to time spent social networking & smartphoning image: amanky
1click engagement invite and value modes of microparticipation image: rbbaird 1-click polls, likes, ratings, diggs, retweets, shares
Looking ahead: what's next? image: Never Cool in School/ Leslie Kalohi
geosociality metrics of georelevance image: Rodrigo Cayo (DREAM)
geosociality checkins for charity
geosociality geosocial mCommerce
digital serendipity geosociality chemistry in proximity--mobile dating
digital concierges personalized & push notifications image: Brett Patterson
Apple out in front... concierges
millennial travelers concierges connected & curious, seek customized experiences
concierges luxury lifestyle utility destination recommendations
concierges personalization mHealth & fitness app customized coaching
concierges personal shopping app customized utility
in conclusion adding value for connected Gen Y consumers: mobile-ready transparent technology social-by-default interface exclusive & customized experience image: Laughing Squid
This research was sponsored by Marketing Magazine and presented at their Urban Demo conference that took place in Toronto in November 2010. about the author Sidneyeve Matrix, PhD. Queen's University. @sidneyeve SidneyeveMatrix.com Thank you to David J. Brown, Tom Gierasimczuk, and Kellie Smith at Marketing Magazine, and to Julie Stewart Binks for research assistance. Contents of this presentation including images have Creative Commons Attribution‐Noncommercial‐Share Alike 3.0 Licenses.
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