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How to use Content to Engage the Next Gen Consumer

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In this ever-evolving marketplace, how do you market to millennials? And how do you measure the effectiveness of your content with this particular segment?

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How to use Content to Engage the Next Gen Consumer

  1. 1. Welcome and thank you for joining LinkedIn’s Live Webinar • We will start the Live Webinar at 8am PST | 11am EST | 4pm BST. • Please note that the audio portion will stream through your PC/Laptop speakers. There is no separate dial-in option. Be sure to check your speakers to ensure they are turned on and that volume is at an audible level. • Please enter questions into the Q&A module. • Check out the Resources module for the slides and related content. • If you have any technical difficulties, please click on the Help widget. BEFORE WE GET STARTED
  2. 2. Engaging the next gen consumer How content can be used to market to millennials Our speakers Caspian Woods Founder & CEO, ClientMap Fredrik Axsater Head of Strategic Business Segments, Wells Fargo Asset Management Esther Armstrong Content Strategist International, BNY Mellon James Teideman Content Strategist, Editions Financial
  3. 3. Engaging the next gen consumer How content can be used to market to millennials Today’s topics • Understanding the millennial audience • Millennial content preferences Formats, approaches, tone, channels • How brands can better engage millennials • Questions
  4. 4. Millennials’ priorities: relationships and purpose Top-3 activities that make Millennials “happier” Doing good 23% Money 10% Work 4% Love 62% Power 1% The happiness factor 3 in 5 Millennials say they feel happy and their lives are meaningful. Time with family (72%) Time with friends (61%) Helping others (59%) WF Millennial Study – Harris Poll 2017 INVESTMENT PROFESSIONAL USE ONLY
  5. 5. Millennials prioritize money differently of Millennials prioritize financial security I can’t afford my healthcare 35% Affluent 43% All Millennials I rely regularly on others for support 42% All Millennials 44% Affluent I have a significant amount of debt 35% Affluent 46% All Millennials The Anxiety Box of Millennials want to get over their anxiety about money of Millennials are satisfied with their financial lives Only half WF Millennial Study – Harris Poll 2017 INVESTMENT PROFESSIONAL USE ONLY
  6. 6. Positive Financial Indicator attributes Millennials affirming all five PFI questions ages 20–27 Only 6% of total Millennial population 3 Population Gender 55% Employment 85% are employed full-time Earnings 33% (of the 36%) earn less than $50,000 Age 31% ages 28–36 69% INVESTMENT PROFESSIONAL USE ONLY WF Millennial Study – Harris Poll 2017
  7. 7. The direct path to happiness Affirming the PFI = More happiness and financial confidence In general, I consider myself happy Despite it all, I still think the stock market is the best place to invest I know everything I need to know to use my money successfully 62% 79% 51% 74% 51% 75% All Millennial Millennials Affirm PFI KEY INSIGHT: Engaging in just 5 key behaviors can drive greater financial wellness and happiness INVESTMENT PROFESSIONAL USE ONLY WF Millennial Study – Harris Poll 2017
  8. 8. Investing for impact The Environmental, Social, and Governance (ESG) connection 83% Want to choose investments that make the world a better place 78% Believe socially responsible companies will be more successful in the long-run 73% Said it’s easier to stomach the markets’ ups and downs if their investments were having a positive impact on the world INVESTMENT PROFESSIONAL USE ONLY WF Millennial Study – Harris Poll 2017
  9. 9. Engaging the next gen consumer How content can be used to market to millennials Our speakers Caspian Woods Founder & CEO, ClientMap Fredrik Axsater Head of Strategic Business Segments, Wells Fargo Asset Management Esther Armstrong Content Strategist International, BNY Mellon James Teideman Content Strategist, Editions Financial
  10. 10. Next Gen or All Gen marketing? Esther Armstrong, content strategist, BNY Mellon Investment Management
  11. 11. Dispelling the myths… • Millennials and Gen Z are digitally proficient, so what? • Are they lazy or are we making lazy assumptions? • Are they different or simply express their needs/wants/likes differently?
  12. 12. Considerations DELIVERY • Brand – more than look and feel • Content – relevant to them not to you • Channel – Not all things for all people • Disparity & diversity – not one homogenous group DELVING • Realms – personal and professional boundaries • Trust – hard to earn, easy to lose • Passion – not the differentiator we think • Collaboration – ability to work with you/for you
  13. 13. Uncomfortable truths • Ads deserve to be blocked! • Every generation thinks customer experience is poor • Technology has been embraced by all ages – time for companies to catch up
  14. 14. What now? • Targeted and personalised – as for all ages • Inclusion in content generation – conversation not dictation • Live and breathe brand values – can smell lack of authenticity • Communicate on their terms and in their world – but not a token effort/scattergun
  15. 15. Stepping in the right direction EXPLORING • Rebrand – our brand values and internal brand adoption • YouTube – those aged 16-34 now watch around 1 hour per day • Instagram – a lot of consumers actively follow brands • Endorsement & education – who are the relevant people? CURRENT • Podcasts – product agnostic series • Agents of change – story-telling innovation • Social selling – using our sales teams contacts (LinkedIn) • Marketo – automation so we can target specific segments/plan stories
  16. 16. Engaging the next gen consumer How content can be used to market to millennials Our speakers Caspian Woods Founder & CEO, ClientMap Fredrik Axsater Head of Strategic Business Segments, Wells Fargo Asset Management Esther Armstrong Content Strategist International, BNY Mellon James Teideman Content Strategist, Editions Financial
  17. 17. THE MI L L ENNI AL DOL L AR Q UESTI ON James Teideman, Content Strategist, Editions Financial How can brands win the Millennial audience?
  18. 18. M I L L E N N I A L S : P E R C E P T I O N V. R E A L I T Y Perceptions • Kylie Jenner, avocado toast, Snapchat and Instagram, over-sharing Realities • Privacy • Diverse: TrendNetters, AlterNatives, LYFPreneurs, BetaBlazers* • Millennial moms to HENRYs • Increasing B2B audience • LinkedIn “I see an abundance of dialogue on Millennials, but the majority of it seems to be extremely speculative.” ** *LinkedIn Millennial Playbook **Katherine Lisciani, Founder Millennovation® Media
  19. 19. M I L L E N N I A L N E E D S • A platform to showcase their opinions • To project ideal versions of themselves • Social proof: belonging (herd mentality), validation (addicted to feedback; thrive on peer recognition) • Content! From make-up tutorials to full-stack marketing thought leadership to wealth management.
  20. 20. C O N T E N T P R E F E R E N C E S • Video, interactive, short-form (BUT it depends!) • Social content shopping, e.g. Tmall, Selfridges • User Generated Content - Millennials are spending 30% of their media time (5 hours/day) engaged with UGC* - UGC is 20% more influential to Millennials in their choice of purchases than any other media** *Ipsos MediaCT **Stackla, Consumer Content Report: Influence in the Digital Age
  21. 21. C O N T E N T S T R AT E G Y • Content saturation; news feed cut-through • So follow content marketing best practice: create best-in-class, must-read/watch content that serves audience needs (get insight), adds value, educates, tells stories, inspires and entertains • E.g. Paypal ‘Local Select’ • Leverage all distribution, targeting and personalisation options • Be where they are: mobile-1st, right platform
  22. 22. E N G A G E M E N T S T R AT E G Y • Interact personally, engage in two-way conversation: get feedback, make them think they’re creators and shapers - 62% are more likely to become a customer if that brand interacts and engages with them personally on social media* • Enable peer-to-peer influence • Curate to create community • E.g. Buffer Community *Forbes, 10 New Findings About The Millennial Consumer
  23. 23. I N F L U E N C I N G T H E I N F L U E N C E R S • Reach and engage with new audiences • Ensure brand fit • Influence and earn trust through association: peers over brand* • BUT association is risk: influencers are beyond your control: acceptable? • Build a long-term relationship to ensure genuine advocacy, and ROI *re Edelman Trust Barometer
  24. 24. A U T H E N T I C I T Y A N D B R A N D P U R P O S E • Millennials actively support social causes and will purchase a product or service – or pay a premium for – a brand that supports a cause they believe in • Align brand values with audience’s • Show you care, show you stand for a good cause, show you want to change the world • BUT always be authentic • Toms, Warby Parker
  25. 25. V A L I D AT E S T R AT E G Y, M E A S U R E S U C C E S S • The metrics that matter: does activity serve bottom-line goals? From reach to revenue. • Track everything: Google Analytics, LinkedIn Campaign Manager • BUT journey mapping barriers: dark social, privacy, adblocking, buyer paths across multiple devices, collapsing funnel • Experiment with new platforms and messaging, e.g General Electric ‘Hey Girl’ Pinterest campaign • Go and see for yourself • Build, measure, learn, optimise
  26. 26. GEN Z? OMG!
  27. 27. Engaging the next gen consumer How content can be used to market to millennials Today’s topics • Understanding the millennial audience • Millennial content preferences Formats, approaches, tone, channels • How brands can better engage millennials • Questions

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