how to flex your content strategy to reach millennials and gen z
Post on 12-Apr-2017
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HOW TO FLEX YOUR CONTENT STRATEGY TO REACH
MILLENNIALS GEN ZAND
Before we begin…
Before we begin…
1 I’m going to generalize.
Before we begin…
1 I’m going to generalize.
2 I am a Millennial. And I have a Gen Z in my household.
Before we begin…
1 I’m going to generalize.
2 I am a Millennial. And I have a Gen Z in my household.
3 This isn’t based on primary research (yet).
What we’re going to talk about today…
What we’re going to talk about today…
Who are these Millennials and Gen Z?
What we’re going to talk about today…
Who are these Millennials and Gen Z?
How are they different?
What we’re going to talk about today…
Who are these Millennials and Gen Z?
How are they different?
Why we need to think about content differently.
What we’re going to talk about today…
Who are these Millennials and Gen Z?
How are they different?
Why we need to think about content differently.
What is the most effective approach to driving meaningful engagement?
WHO ARE THESE MILLENNIALS AND GEN Z?
THEY HAVE ALWAYS BEEN ABLE TO USE
MOBILE DEVICES.
MILLENNIALS AND GEN Z
(MOBILE PHONES.)AS OPPOSED TO
MILLENNIALS AND GEN Z
90% OWN A SMART DEVICE.
NEARLY
MILLENNIALS AND GEN Z
IN FACT, 2/3 WOULD
THAN SPEAK TO SOMEONE ON THE PHONE.
RATHER TEXT
MILLENNIALS AND GEN Z
HAS NEVER BEEN JUST A RIVER IN SOUTH AMERICA.
AMAZONMILLENNIALS AND GEN Z
ON COLLEGE CAMPUSES.
OUTNUMBERED MEN
WOMEN HAVE ALWAYS
MILLENNIALS AND GEN Z
MOST HAVE NEVER GONE TO A STORE TO
BUY MUSIC.
MILLENNIALS AND GEN Z
SOCIAL MEDIAOVER 90% ARE ON
DAILY.(OVER 75% FROM A MOBILE DEVICE.)
MILLENNIALS AND GEN Z
25% WILL NOT BUY FROM A BRAND THAT HAS A
POOR WEB EXPERIENCE.
MILLENNIALS AND GEN Z
TOGETHER, THEY MAKE UP HALF OF THE U.S. POPULATION.
GEN Z (<21 YRS)25.9%
BABY BOOMERS (51–69 YRS)23.6%
SILENT(70+ YRS)10.6%
MILLENNIALS (21–35 YRS)24.5%GEN X
(36–50 YRS)15.4%
MILLENNIALS (BORN 1980–1995)
The Bottom Line:
MILLENNIALS (BORN 1980–1995)
• Digital know-how is important to their interactions with peers and brands
The Bottom Line:
MILLENNIALS (BORN 1980–1995)
• Digital know-how is important to their interactions with peers and brands
• Brand interactions must flex to their experience and context
The Bottom Line:
MILLENNIALS (BORN 1980–1995)
• Digital know-how is important to their interactions with peers and brands
• Brand interactions must flex to their experience and context• They are gluttons for entertainment and masters of self expression
The Bottom Line:
MILLENNIALS (BORN 1980–1995)
• Digital know-how is important to their interactions with peers and brands
• Brand interactions must flex to their experience and context• They are gluttons for entertainment and masters of self expression• They have a high degree of purchasing power, with an emphasis on
experiences over “stuff”
The Bottom Line:
GEN Z (BORN 1996–2010)
The Bottom Line:
GEN Z (BORN 1996–2010)
• They communicate constantly, but are sensitive to oversharing
The Bottom Line:
GEN Z (BORN 1996–2010)
• They communicate constantly, but are sensitive to oversharing• They have short attention spans
The Bottom Line:
GEN Z (BORN 1996–2010)
• They communicate constantly, but are sensitive to oversharing• They have short attention spans• They develop their own language and social structures
The Bottom Line:
GEN Z (BORN 1996–2010)
• They communicate constantly, but are sensitive to oversharing• They have short attention spans• They develop their own language and social structures• They don’t just consume – they create, manipulate, and share
The Bottom Line:
MILLENNIALS GEN Zvs.
WHERE THEY START TO DIFFER
MILLENNIALS GEN Zvs.Tech innate: 5 screensTech savvy: 2 screens
WHERE THEY START TO DIFFER
MILLENNIALS GEN Zvs.Tech innate: 5 screens
Communicate with imagery and abbreviated social lingo
Tech savvy: 2 screens
Communicate with brevity
WHERE THEY START TO DIFFER
MILLENNIALS GEN Zvs.Tech innate: 5 screens
Communicate with imagery and abbreviated social lingo
Creators and collaborators
Tech savvy: 2 screens
Communicate with brevity
Curators and sharers
WHERE THEY START TO DIFFER
MILLENNIALS GEN Zvs.Tech innate: 5 screens
Communicate with imagery and abbreviated social lingo
Creators and collaborators
Future-focused
Tech savvy: 2 screens
Communicate with brevity
Curators and sharers
Now-focused
WHERE THEY START TO DIFFER
MILLENNIALS GEN Zvs.Tech innate: 5 screens
Communicate with imagery and abbreviated social lingo
Creators and collaborators
Future-focused
Realists
Tech savvy: 2 screens
Communicate with brevity
Curators and sharers
Now-focused
Optimists and idealists
WHERE THEY START TO DIFFER
MILLENNIALS GEN Zvs.Tech innate: 5 screens
Communicate with imagery and abbreviated social lingo
Creators and collaborators
Future-focused
Realists
Want to work for success
Tech savvy: 2 screens
Communicate with brevity
Curators and sharers
Now-focused
Optimists and idealists
Want to be discovered
WHERE THEY START TO DIFFER
HOW ARE THEY DIFFERENT?
5 Key Dimensions
TECH SAVVY
“I can’t do that
on mobile? Ugh. I
literally can’t even.”
Technology
TECH SAVVY
TECH INNATE“I can’t do that
on mobile? Ugh. I
literally can’t even.”
“I’m digital AF, but HMU
with something fire.”
Technology
Gen Z Decoder
AF = as f*ckHMU = hit me upFire = cool
SOCIAL
“All the selfies, all the
memes, all the time.”
Social Media
SOCIAL
ANTI-SOCIAL“All the selfies, all the
memes, all the time.”
“Some peeps have no chill.
Like, their Insta is so ratchet.”
Social Media
Gen Z Decoder
No chill = uptightRatchet = a mess
MULTIPLE PERSONALITIES
Identity
“OMG, worlds colliding.”
MULTIPLE PERSONALITIES
SIMPLE & AUTHENTIC
Identity
“OMG, worlds colliding.”
“I’m not trying to be all thirsty.
Weird is the new black, k.”
Gen Z Decoder
Thirsty = desperatek = an irritated way to end a convo
FRIENDSFamily Life
“Friendsgiving is 100%%
my fave holiday.”
%
FRIENDS
MODERN FAMILY
Family Life
“Friendsgiving is 100%%
my fave holiday.”
“I’m BFF with my mom
and grandma (but my
squad is still BAE).”
Gen Z Decoder
BFF = best friend foreverSquad = close friendsBAE = Before Anyone Else
%
AMUSEMENTEntertainment
“My perfect Friday night:
binge watching Game of
Thrones (while peeping
Instagram and Twitter,
of course).”
AMUSEMENT
ESCAPISM
Entertainment
“My perfect Friday night:
binge watching Game of
Thrones (while peeping
Instagram and Twitter,
of course).”
“Current mood: emo.”
Gen Z Decoder
Mood = state of mindEmo = emotional
WHY DO WE NEED TO THINK
ABOUT CONTENT DIFFERENTLY?
“The world keeps getting noisier. Don’t make it worse.”
— Joe Coleman, CEO of Contently
Reaching multiple audiences across generations is tough. Especially when they have different needs, desires, and content consumption habits.
That’s why it’s critical to take a holistic approach to content strategy.
That means shifting our perspective from this:
1 super-cool piece of content that we think is newsworthy and
important
That means shifting our perspective from this:
1 Don’t start with a piece of content
2 Don’t push your priorities onto your community
3 Don’t be tempted to run before you walk
No-No’s1 super-cool
piece of content that we think is newsworthy and
important
To this:
Our Core Content Strategy Content Theme
Content Theme
Pieces of ContentRight Packaging &
Channels for Audiences
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
To this:
Our Core Content Strategy Content Theme
Content Theme
Pieces of Content
Baseline content that is both consistent with your strategy, and flexible enough to allow
for nuances in tone, packaging, channel, CTA, etc.
Right Packaging & Channels for Audiences
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
WHAT IS THE MOST EFFECTIVE APPROACH
TO DRIVING MEANINGFUL
ENGAGEMENT?
What is “Meaningful Engagement?”
What is “Meaningful Engagement?”
PASSIVE
What is “Meaningful Engagement?”
More active methods of engagement underscore a deeper connection to the content and/or brand.
What is “Meaningful Engagement?”
More active methods of engagement underscore a deeper connection to the content and/or brand.
They can be interpreted as combinations of signals of conversions or micro-conversions.
What is “Meaningful Engagement?”
CONVERSION
Click-through rate
Time spent on page
Number of pages visited
Returning visitor
+ + +
How to Drive Meaningful Engagement with Gen Z and Millennials
Our Core Content Strategy Content Theme
Content Theme
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe.1
How to Drive Meaningful Engagement with Gen Z and Millennials
Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe.
Example: Hashtag University
Core Content Strategy —
To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world.
1
What you’re trying to achieveHow content supports the goalTarget audiencesWhat you want them to do
How to Drive Meaningful Engagement with Gen Z and Millennials
Articulate what you’re trying to achieve, the target audiences, and what you want those audiences to know or believe.
Example: Hashtag University
Core Content Strategy —
To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world.
1
How to Drive Meaningful Engagement with Gen Z and Millennials
Our Core Content Strategy Content Theme
Content Theme
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
Identify the overlap between what you want to share and what they need/want 2
How to Drive Meaningful Engagement with Gen Z and Millennials
Identify the overlap between what you want to share and what they need/want
CONTENT THEMES allow Hashtag University to pick broad topics that support the core strategy, and then build upon it with a bunch of hyper-focused topics.
2
We are doing cutting edge sh*t and you can be a
part of it.
What you want to
share
How to make an impact as part of
a community.What they need/want
How to Drive Meaningful Engagement with Gen Z and Millennials
Identify the overlap between what you want to share and what they need/want 2
Content Themes —
To strengthen our position as a global communications innovator, we produce and curate cutting edge content focused on our research and teaching, to inspire our community of storymakers to fuel their own pioneering work in the world.
1
BLOWING MINDS
Show both processes and outcomes of
innovation.
3
COMMUNITY MOMENTUM
Get people excited about everything happening in the
community.
2
HIGHLIGHTING IMPACT
Demonstrate the many ways you’re
making a difference in the world.
How to Drive Meaningful Engagement with Gen Z and Millennials
Our Core Content Strategy Content Theme
Content Theme
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
Understand their content consumption habits and expectations3
How to Drive Meaningful Engagement with Gen Z and Millennials
Understand their content consumption habits and expectations3
Content Packaging —
Content Theme They prefer… So make…
GEN Z
Blowing MindsTo get their hands dirty manipulating and filtering a mind-blowing content experience
Filterable, shareable mix of media (image-based mini stories, fun facts)
Highlighting ImpactSeeing themselves in the story and their ability to make an impact
Imagery, testimonials, and participation CTAs
Community Momentum Being connected to diverse individuals Curated, bite-sized video narratives
MILLENNIALS
Blowing Minds Snack-sized, text-based compelling evidence Quotes and fast facts
Highlighting Impact Seeing proof of change Shareable mini-infographics
Community Momentum Knowing they are among like-minded people Categorized and searchable video and image stories
How to Drive Meaningful Engagement with Gen Z and Millennials
Our Core Content Strategy Content Theme
Content Theme
Content Theme
Gen Z
Gen Z
Millennial
+
+
+
Understand who uses which channels and for what purposes 4
How to Drive Meaningful Engagement with Gen Z and Millennials
Understand who uses which channels and for what purposes 4
Channel Usage Matrix —
Channel How They Use It
GEN Z
It’s dead to them. It’s like an awkward family dinner party.
IF they understand it, they use it to stalk celebs.
Where they post carefully constructed, high quality content.
Their favorite place for real-time, unfiltered documentation, because they can control who sees what.
What?
A place to satisfy the wide range of interests they have — both entertaining and educational in nature.
Where they are their true selves and surround themselves (through who they follow) with people who have similar interests.
Channel How They Use It
MILLENNIALS
They live their lives out loud on Facebook.
News, celebs, sports, memes. If they want to know something in real time, they turn to Twitter.
They personally curate their feed to include their favorite influencers, friends, and brands that they align with.
All the selfies, and all the pets, and all the food.
Where they curate their ultimate fantasy life (wedding, home, food, whatever — it’s all about the power of imagination).
A place to satisfy the wide range of interests they have – both entertaining and educational in nature.
Most are occasional users (er, lurkers).
How to Drive Meaningful Engagement with Gen Z and Millennials
Understand who uses which channels and for what purposesCross-reference this with Content Packaging (Step 3) to make decisions about focus channels
4
Channel Usage Matrix —
Channel How They Use It
GEN Z
It’s dead to them. It’s like an awkward family dinner party.
IF they understand it, they use it to stalk celebs.
Where they post carefully constructed, high quality content.
Their favorite place for real-time, unfiltered documentation, because they can control who sees what.
What?
A place to satisfy the wide range of interests they have — both entertaining and educational in nature.
Where they are their true selves and surround themselves (through who they follow) with people who have similar interests.
Channel How They Use It
MILLENNIALS
They live their lives out loud on Facebook.
News, celebs, sports, memes. If they want to know something in real time, they turn to Twitter.
They personally curate their feed to include their favorite influencers, friends, and brands that they align with.
All the selfies, and all the pets, and all the food.
Where they curate their ultimate fantasy life (wedding, home, food, whatever — it’s all about the power of imagination).
A place to satisfy the wide range of interests they have – both entertaining and educational in nature.
Most are occasional users (er, lurkers).
Create, deploy, measure, and optimize
5PROCESS
For content creation and curation
EDITORIAL CALENDARPlan for what content will be published when and where
DASHBOARDTo measure what’s working and what’s not
OPTIMIZATIONRecommendations to improve
or amplify content success
How to Drive Meaningful Engagement with Gen Z and Millennials
1
2
3
4
Brands On Fleek
#NailedIt: Campbell’s
TakeawayThe solution is not always as simple as being on the right platforms. Your message has to resonate (the most powerful messages resonate with multiple generations).
#NailedIt: Banksy
TakeawayTechnology is a fundamental way to connect, but remember that Gen Z craves regular “digital detoxes.”
#NailedIt: Converse
TakeawayBeing inclusive means relinquishing some of the control over your brand’s projection.
#NailedIt: Taylor Swift
TakeawayToday’s teens don’t want messages thrust upon them, they want a community. Bonus points for making strides toward personalized experiences.
#NailedIt: Old Spice
TakeawayBrands that embrace their quirky elements, while remaining true to their authentic story, are rewarded.
Questions? Comments? As the Gen Z kids say, “HMU” —
ckent@ologie.com@CarolynLKent
http://ologie.co/EngageGenZ
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