3. SO, WHAT IS A
MILLENNIAL?
@monstergov | #YourAgencyBrand
4. There are many things Millennials
are said to be:
@monstergov | #YourAgencyBrand
5. BUT STUDY AFTER
STUDY POINTS TO
ONE ACTUAL
COMMONALITY…
@monstergov | #YourAgencyBrand
6. Passion 61% of Millennials are worried
about the state of the world and
feel personally responsible to
make a difference.
When it comes to their careers,
70% said they believe that
your work should have a greater
purpose than earning a salary.
@monstergov | #YourAgencyBrand
7. BUT, SO, THEY
AREN’T ALL ALIKE?
THAT SOUNDS
LIKE ME.
@monstergov | #YourAgencyBrand
8. Life cycle is a key factor
• Millennials are just now coming of age.
ü Starting second or third jobs
ü Getting married
ü Having children
ü Buying homes and making other large investments
ü Feeling the weight of debt
(one of the few true differentiators between them
and former generations)
@monstergov | #YourAgencyBrand
9. Life cycle is a key factor
• As a result, we’re starting to see a “redefinition” of
what a Millennial is.
• But that’s the core problem. Conversations about generations
and about how we market to a whole generations (especially
one that is 15 years apart top to bottom) is flawed.
• We need to market to people. And their pain points.
And their differences and needs.
@monstergov | #YourAgencyBrand
11. Targeting
• Never before have we had
the ability to target people
with advertising that we
know they will care about
• Social platforms and other
data sources continue to
paint a picture at the
individual level that can
be tapped into.
@monstergov | #YourAgencyBrand
13. Facebook
• 90% of Millennials can be found
on Facebook.
• Surprise you?
It shouldn’t.
@monstergov | #YourAgencyBrand
14. TAKE A PICTURE OF THIS
• Seriously, if you take away
one thing today, let it be that
Millennials (And Gen Z)
are on Facebook.
They really are.
@monstergov | #YourAgencyBrand
17. OK, SO WHAT DO I
SAY TO THESE
‘MILLENNIALS’?
@monstergov | #YourAgencyBrand
18. Give them an experience.
• Millennials crave experiences.
• They want to be participatory with brands they like and
they want to share their experiences with friends and
acquaintances (Snapchat, Instagram, etc.)
• Know your audience, create branded experiences.
Bring them out of their digital world, but make them
celebrate in it.
@monstergov | #YourAgencyBrand
20. “Frankly, they've kind of grown up with
the personalization of content where
I'm aware of where you've shopped,
where you left a [shopping] basket,
and I'm going to remind you. They see
that more as a value than necessarily
an intrusion of their privacy.”
-Nick Jones, EVP of innovation and growth at
Leo Burnett;s Arc Worldwide
@monstergov | #YourAgencyBrand
21. “Find your biggest fans on social media
or in the blogosphere and engage them
on a personal level. A message from a
real person still means something, so
make sure your community manager is
having meaningful contact with your
online brand ambassadors.”
-Joel Kaplan, Associate Dean for Professional
Graduate Studies, Syracuse University
@monstergov | #YourAgencyBrand
27. • It’s probably still the most important channel, and continuing to
grow as a percentage of marketers’ spend
– Expected to top $100 billion worldwide this year, nearly 62% of all ad spend
• But, it’s hard to sell someone or get them to pull out their wallet.
• So you’ve got to use your mobile experience to convince them to
return. Build brand, offer something of value to return.
• Social Job Ads are a great example of this: Capture their interest,
then help them to finish the process on a desktop.
@monstergov | #YourAgencyBrand
28. But we have a ways to go.
• On Black Friday last year, more
than half of web traffic was from
a tablet or mobile device … but …
@monstergov | #YourAgencyBrand
29. And it’s not just
Millennials
The coming generation
(“Gen Z”) is very
similar to Millennials,
but they are the
generation that grew
up with mobile.
Nearly 40% of Gen Z
says a smartphone
is a vital technology
component of their
lives and their
careers.
@monstergov | #YourAgencyBrand
30. Who is Gen Z? (You need to know – now)
• At 60 million strong, Gen Z already outnumbers Millennials
by 1 million
• By 2020 they will make up 40% of all consumers*
• Gen Z grew up as blockbuster inventions like Snapchat,
Uber and Youtube achieved rapid success
• But also saw their families go through the worst economic
crisis since the Great Depression
* Fast Company @monstergov | #YourAgencyBrand
31. Like Millennials, Gen Z has passion
74%
of Gen Z believes
work should have a
greater purpose than
earning a salary46%
are motivated by
the ability to pursue
their passion
@monstergov | #YourAgencyBrand
32. 70% of Gen Z is motivated by
money to work
58% Are willing to work nights and weekends
for higher pay
76% believe they’re responsible
for driving their own career
63%Millennials:
45%Millennials:
64%Millennials:
But they’re more practical and hard working
@monstergov | #YourAgencyBrand
33. THEIR TOP 3
“MUST HAVES”
FOR THEIR
FIRST JOB
ARE…
Health
insurance
Competitive
salary
“A Boss I
respect”
@monstergov | #YourAgencyBrand
34. GEN Z SAYS:
BE REAL.
BE BRIEF.
BE EVERYWHERE.
@monstergov | #YourAgencyBrand
35. How to reach Gen Z
• Identify your identity – what makes your brand unique, your
mission – and bring it to life in everything you do
• Like with Millennials, social media will be critical – but you’ll
need to keep up with the latest platforms (which can change
daily)
• Mobile will be more essential with Gen Z than with Millennials –
everything must be mobile.
• Keep your message concise, and eye-catching – emojis and
video will be key
@monstergov | #YourAgencyBrand
36. SO, WHAT DOES
THIS ALL MEAN.
WHERE DO I GO
FROM HERE.
@monstergov | #YourAgencyBrand
37. Key takeaways
1. Stop calling them Millennials (and Gen Z-ers):
They’re individuals
2. Optimize your marketing at a platform level
3. Passion is pervasive. Sell them on why you
make a difference/impact, not just what
you make.
4. Experiences: They want to feel like a person or
brand knows them and knows what they want,
and they want to share those experiences
back with their audiences.
@monstergov | #YourAgencyBrand
38. Key takeaways
• Get ready now for Gen Z.
• Facebook!
• If you didn’t take the picture,
hit me up on Twitter and I’ll
send it to you.
• Twitter: @pgillooly
@monstergov | #YourAgencyBrand