social, mobile, geolocalmarketing to next gen connected consumers

a presentation by Sidneyeve Matrix

teaching social & mobileinsights about GenY media useteaching social & mobilein higher ed, affords insights about GenY media use

digital proclivitiessocial & mobile by defaultand above all, web first

GenY hasimage by Ed Yourdon

landing page is socialized and if you value it, make sure the user-generated content is prominently displayed

ensure your

crowdsourcing & curating contentuse FB as platform for discovery not just distribution

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mobile ready contentlaunch a smartphone optimized site with

mobile exclusive contentmSite could deliver a unique user experience, rather than simply mirroring your main website.

morselized contentagile & available on-demand

create some

such as videos

infosnackingon your contentin moments of microboredom

image: withgalen

and you'll enable users'

image: christopher frier brown

infographicsbut unlike these, make them mobile optimized

consider creating some

no great time commitment requiredmini books, premium paid content and

well suited for time-starved Gen Y

free mobile add-onsvia shortcode promos

digital natives are growing up getting cool digital stuff for free

a cache of mobile & social free stuff designed for 'tweens

calibrating expectations

exclusivity& wicked creative

Gen Y appreciates

exclusivity& awesomeness

image: Michael Dawes

ambient connectivity6 messages per waking hourambient connectivitystatversations: 6 messages per waking hour

digital natives find comfort in

backchannel savvylivetweeting #hashtagged events

in the classroom, or at your event, leverage their

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multimedia microsharinglifecasting realtime updates

so-lo microsharinglocation-specific, real-time, detailed, multimedia lifecast

GenY excels at

t.

UGMso brands areinviting

content with an edgemeasured against the metric of interestingness

image: Gabriela Camerotti

psst! interestingness = truthiness + weirdness

millennials are intrigued by

“John is having a Bloody Mary in London.”

brand community appautostatus update generator, with badges

for example:

SMS campaign

click thru rateto microsite

84% We were made

for each other

text 22443

for example:

message pasted on mirrors in men's washrooms in Toronto and elsewhere

22% fans accessed mVideomobilizing sports fandommobilizing sports fandomaccessed mVideovia QRcode22%

for example:

social goodfootprint

image: jam343

GenY is engaged in configuring their

social proximityespecially via mobile and social initiatives that support

the sense of belonging to something bigger

cause marketing#beatcancer

for example:

millennial perspectivesGen Y likes being asked for their opinions

millennial perspectivesGenY likes being asked for their opinions

image: Dean Terry

invite engagement. make the ask

once you've asked...linking to product info is inbound,permission-based, & relevant

outsource the questions...to a millennial.

not sure what to ask millennials?

image: amanky

leverage digital & mobile literacy+ add value to time spent social networking & smartphoning

1click engagementinvite and value modes of microparticipation

1-click polls, likes, ratings, diggs, retweets, sharesimage: rbbaird

Looking ahead: what's next?

image: Never Cool in School/ Leslie Kalohi

image: Rodrigo Cayo (DREAM)

geosocialitymetrics of georelevance

checkins for charity

geosociality

geosocialmCommerce

geosociality

digital serendipitychemistry in proximity--mobile dating

geosociality

image: Brett Patterson

digital concierges personalized & push notifications

Apple out in front... concierges

millennial travelersconnected & curious, seek customized experiences

concierges

luxury lifestyle utilitydestination recommendations

concierges

personalizationmHealth & fitness appcustomized coaching

concierges

personal shopping appcustomized utility

concierges

image: Laughing Squid

in conclusionadding value for connected Gen Y consumers:

mobile-readytransparent technology

social-by-default interfaceexclusive & customized experience

about the authorSidneyeve Matrix, PhD.

Queen's University. SidneyeveMatrix.com

ThankyoutoDavidJ.Brown,TomGierasimczuk,andKellieSmithatMarketingMagazine,andtoJulieStewartBinksforresearchassistance.

ContentsofthispresentationincludingimageshaveCreativeCommonsAttribution‐Noncommercial‐ShareAlike3.0Licenses.

ThisresearchwassponsoredbyMarketingMagazineandpresentedattheirUrbanDemoconferencethattookplaceinTorontoinNovember2010.

@sidneyeve