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Target a Spectrum not a Segment.• Xennials are on the cusp of Gen X and Millennials,
born from 1977-1983 - so they’re about 35 to 41• Through 2030 they will grow up to 47 to 53• 88% want content that focuses on business value
not product specifics – focus on outcomes• 75% want more data and research to support
content – they want proof• The content must be interactive not static• It must be sharable and authentic, like food
• 74% use emoji in email
• 64% speak only in emoji
• Oxford Dictionary’s 2015 word of the year was emoji
Kylie Jenner
Tweeted she no longer opened Snapchat, “ugh this is so sad.”
Snap lost $1.3 Billion in value.
The personal brand/influencer more powerful than the platforms that build them
Fast Company 2018
Your personalbrand?
• Company brands aren’t trusted, but influencers are
• Company communications get a lift from a strong personal brand
• Build up your personal brand – your company will restrict your business stuff –so you have to figure this out and make it work
Here’s What we Recommend:• Audit your brand, update anything old and fix what’s
broken. • Email: ensure your “from” line is key to you and use
clear “subject” lines• Identify content that you can share, serialize and
deliver regularly• Rethink your business with a subscription mindset• Think about interactions as experiences• Become the influencer