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

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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

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AMP Agency

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The Current College Landscape

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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.

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Photo source: www.bu.edu


As a result, the way consumers engage with

brands has been completely transformed.

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Before We Look Ahead…


The Class of 2016 was born in

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

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“What is the Internet, Anyway?”

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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

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Informing our

Insights


Learnings from our Student Panel

• Ian McLarney, Northeastern• Hometown: Philadelphia, PA

• Major: Marketing

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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.”

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What Does it All Mean?


The College Bubble has Burst.

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#1

#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

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

– Anant Agarwal, Presdient of edX

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Technology is the ultimate enabler.

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

experiences online.

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Takeaway #1


Brands Doing It Well

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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.

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#2


Share and Comment is the new Show and Tell

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Two-Way Information Sharing

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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.

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Takeaway #2



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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.

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#3


“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

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•

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Find a way to byte size your brand.

Enable consumers to trial your product via sample size

engagements or short term rentals.

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Takeaway #3



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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.

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#4


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

– Brian Wong21 year old entrepreneur, co-founder Kiip

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Media On Demand

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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.

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Takeaway #4



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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

Burst

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Byte Size Consumers

It’s All About Status

Media on Demand


Thank You!

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