how the class of 2016 will change marketing

#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore

How the Class of '16 Will Change

Marketing

A collaboration between AMP Agency and the Boston University Dean of Students

Dean Kenneth Elmore

– Dean of Students at Boston University since 2003

– Coordinates university efforts to provide a safe environment, where students can find their way within a vibrant community

– Responds to student concerns; helps students solve their problems; and, helps students build communities

– Believer of the new, innovative and youthful

Matt Jacobs

– Director of Connections Planning at AMP Agency

– Maps behavior and consumption across Paid, Earned and Owned channels to develop effective and efficient engagement strategies

– Proud BU Alum and frequent guest lecturer

AMP Agency

The Current College Landscape

21MM+ College

Students

Spend 14.4 total hours

with tech devices daily

On average, own 6.4 tech devices

$405 billion in total spending power

Talk to parents 27.7 times

per week on average

74% of students expect to graduate with loan debt

Source: re:fuel, “College Explorer” conducted by Crux Research, Aug 7, 2012

FACT: The marketing landscape has

shifted significantly with the introduction of a 24/7 digitally-connected, socially-enabled consumer.

Photo source: www.bu.edu

As a result, the way consumers engage with

brands has been completely transformed.

Before We Look Ahead…

The Class of 2016 was born in

1994(9 years after Back to the Future debuted in theaters)

“What is the Internet, Anyway?”

OK, Now Let’s Look Ahead…

smartsmartbelievebelieveneedyneedypolitepoliterulesrules

practicalpracticaldetermineddeterminedtake caretake caretraditiontraditionuniqueunique

empower

controlin the knowvalueawareinteresting

check out connect“hi”

optimisticchangecompanycausesglobalserve

face-to-faceadults-meh!cultural knowledge

edgydecorum

#AMP2016 #FutureM@amp_agency@BU_Tweets@mattjacobs5

@DeanElmore

Informing our

Insights

Learnings from our Student Panel

• Ian McLarney, Northeastern• Hometown: Philadelphia, PA

• Major: Marketing

Dea Biancarelli, Boston UniversityHometown: Shelby, MT

Major: International Relations

Christopher Dela Rosa, Boston UniversityHometown: New York, NY

Major: Public Relations

Claudio Quintana, Boston CollegeHometown: Portland, OR

Major: Business Information Systems and Psychology

Source: AMP Agency Student Panel

Hear It From Their Mouths…

• “If my favorite character mentions a brand, I will definitely check it out .”

• “Ads are most successful if they show immediate value.”

• “Apple speaks to our generation. Innovative & useful. They give us what we think we need.”

• “You are not cool if you don’t have the iPhone.”

• “I feel naked when my iPhone isn’t with me.”

• “Pandora is a great advertising channel because you can’t skip the ads – they are part of the experience.”

• “I get a lot of brand information from those annoying ads that run before YouTube videos.”

• “We rarely watch live TV on a TV set. We watch Hulu, Netflix, and YouTube on our Xbox, laptops and tablets.”

• “We want specifics. Not BS. Brands and politics included.”

• “The conversation element is really relevant to our generation. We like brands who listen and respond to us on social media.”

What Does it All Mean?

The College Bubble has Burst.

#MCPA12712 @amp_agency @mattjacobs5 @DeanElmore 33

“I passionately believe that the Khan Academy is a tool that can empower at least an approximate

model of what the future of education should look like – a way of combining the art of teaching with the science of

presenting information and analyzing data, of delivering the clearest, most comprehensive, and most relevant curriculum at the lowest possible

cost.” – Salman Khan

“This is the single biggest change in education since the printing press”

– Anant Agarwal, Presdient of edX

Technology is the ultimate enabler.

Embrace streaming video, VOD and social media to duplicate off-line

experiences online.

Takeaway #1

Brands Doing It Well

President Obama hosts a Google+ Hangout

State Farms Coachella sponsorship (YouTube & Instagram integration)

Home Plus (Tesco) virtual grocery store in South Korean

subway station

It’s All About Status.

Share and Comment is the new Show and Tell

Two-Way Information Sharing

Q: How do you stay current with brands that you are interested in? (check all that apply)

Source: AMP Agency, Pulse Survey, October 2012

Social is no longer a vertical channel.

Don’t create experiences. Create shareable experiences.

Takeaway #2

Nike+ and Nike Fuel Band – App, Facebook and Path Integration

American Express Sync – Social Integration with Facebook, Twitter and

Foursquare

Oreo’s 100th Anniversary “Daily Twists” Campaign

Byte Size Consumers.

“The rate of U.S. auto sales to 18-to-34 year old buyers declined to 11 percent in April 2012, down from 17 percent for the same age group in April 2007, before the recession”

– Southfield, Michigan-based R.L. Polk & Co

Find a way to byte size your brand.

Enable consumers to trial your product via sample size

engagements or short term rentals.

Takeaway #3

VitaCoco Social Sampling and

“Refer a Friend” Sampling

Ford’s Vehicle Integration into

Zipcar’s University Program

Pretzel Crisps’ Social Sharing

Outreach

Media On Demand.

“It’s not online or offline. It’s online or asleep.”

– Brian Wong21 year old entrepreneur, co-founder Kiip

Media On Demand

By the time the class of 2016

graduates, over 91% of college students in the US will own a smartphone.

eMarketer, Aug 2012

It’s no longer enough to just be target relevant.

Brands need to be consumer centric.

Takeaway #4

PopChips’ Kiip In-App Advertising

Intel’s “The Creators Project”

HP & Intel – “Tiesto: In the

Booth” Custom Content

The Class of 2016: Four Key Truths

The College Bubble Has

Byte Size Consumers

It’s All About Status

Media on Demand

Thank You!

Want this presentation? Email 2016@ampagency.com

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