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Scott Wilder
The Conversationalist
SVP, Social Media ArchitectWilderVoices.com
The Gen Y Consumer
First Printing in 2007
Outline
Who is Generation Y?
“Thumb contact more than eye contact” 37% access web from Mobile device!
Care about world events & are ethnically diverse“Technology is not a replacement for interpersonal relationships”
69
Type of Consumer Content creators and Peer Collaboration
Do research – Process a lot information
Into sharing and spreading buzz
Think spending is not scary
Are value seekers
Want to be part of a ‘tribe’
Eco-‐conscious (Cause Marketing)
Cautious about marketers on Social Networks
Forrester Research
Marketing to Gen YTurn ons Turn offs
Show respect
Trusted relationship
Peer to Peer interaction
Communicate on their terms
Incorporate ‘local’
Authentic manner
Hype or promotion
Email blasts
Push Marketing
Facebook Spam
Trying to hard be Hip
More tips! Open collaboration
Constantly evolve, adopt and improve
Think ‘eco’
Leverage your own Gen Y staff
Authenticity trumps celebrity
Niche is the new norm
Bite-‐Size communication dominates
Personal utility drives adoption
Consumers own brands http://MrYouth.com
Bad Example
•Created a campaign highlight Drake Education•But associated itself with ‘near failing’
Good Example
•Gen Y employees•Approachable and knowledgeable•Often give you something for free •Let you ‘hang out’ (a la Starbucks)•Aesthetically pleasing
Some Loyal Gen Y Brands
Apple
Trader Joe‘s
Jet Blue
In N Out
Ben N Jerry's
Whole Foods
Adidas
American Apparel
Target
H & M
Zappos
Levi's
Volkswagen
Converse
Vitamin Water
Red Stripe
Why These Brands?
Clean + Simple= Hip (no fuss, no muss!) It's trendy to be simple and easy!
Quirky and Unique (Jet Blue and Trader Joe's are both known for being one of a kind shops)
Happy employees (people who work at the aforementioned companies say they LOVE their jobs!)
A word about Mentoring FROM THEIR BOSSES:
To give me straight feedback
To mentor and coach me
To give me a formal personal development program
To provide flexible schedules
FROM THEIR COMPANY:
To develop skills for the future
To have strong values
To allow me to blend work and life
To offer me a clear career path (and maybe this is NOT with your company…HBR did not say that, I am throwing that one in as a bonus!)
TO LEARN:
Technical skills in my area of expertise
To learn self management and personal productivity
Leadership Creativity and innovation strategies
http://hbr.org/2010/05/mentoring-‐millennials/ar/1
Thank you
MillenniaLLeaders.comWilderVoices.com
@skwilderwww.slideshare.net