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Don Anderson Regional Managing Director We Are Social
How Creators and Brands are Working to target Millennials
Generation
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Millennials: What do they want?
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Millennials: What do they want?
Source: Wall Street Journal, “Millennials Lose Taste for McDonald’s”, 26 Aug 2014
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Millennials: A Skewed Perspective “Nearly half of Millennials plan to change jobs this year”
– HumanResourcesOnline.net, 2 Dec 2015
“Why Millennials Don’t Want to Buy Stuff” – Fast Company, 13 July 2012
“Millennials ditching their TV sets at a record rate” – New York Post, 16 Feb 2014
“Here’s proof Millennials are ‘misunderstood’” – Human Resources, 14 Nov 2014
“Millennials Aren’t Lost, But Maybe AdverHsers Are” – Nathaniel Whi"emore, CMO Partnered, LinkedIn post, 20 June 2014
“Why the future of content markeHng lies with Millennials” – Techradar, 12 Dec 2014
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So Who is ‘Getting’ Millennials?
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YouTube: By the Numbers (Global)
1 Billion Users
Over 300 hours of content uploaded every min
50% of viewership via mobile
80% of traffic from outside US
61 localised languages
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YouTube: By the Numbers (Global)
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By the Numbers (TH)
stats
Source: Global Web Index, Q4 2014. Based on a survey of internet users aged 16-‐64. Figures represent percentage of the total populaOon.
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The New Celebrity: YouTube Creators
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The New Celebrity: YouTube Creators
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YouTube Creator Pim Maneethai
Joined 8 April 2011 58,733 subscribers Over 20M Video Views
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Brands + YouTube: By The Numbers
§ World’s top 100 global brands operate >1,300 YT channels
§ More than 360,000 videos hosted, up 39% y-‐o-‐y
§ Views of top 100 brands videos >19.1B
Source: Pixability Report September 2014.
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YT + Brands: ‘Behind the Scenes’
§ Original YouTube series profiling the produc]on of J&J’s Clean & Clear’s “See the Real Me” campaign
§ Developed to support brands’ understanding of content crea]on § “See the Real Me” campaign featuring mix of consumers,
influencers, celebs sharing stories of personal challenges § 120 original pieces of content created for campaign § Over 30M views
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Brands + YouTube: Building for Success
1. Listen first, look for insights To dos
In order to understand your audience, and what mo]vates and engages them, you need to move from Selec]ve Hearing to Ac]ve Listening
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Brands + YouTube: Building for Success
2. Define your voice To dos
What is the message that you want people to understand and remember and how (and through whom) do you want to communicate it?
Rhe" & Link Comedy Duo
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Brands + YouTube: Building for Success
3. Build a strategy To dos
Don’t make the mistake of thinking YouTube is a content strategy. Consider the broader ecosystem: • Audience • Content Planning • Crea]on • Distribu]on • Amplifica]on • Analysis Taboola
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Brands + YouTube: Building for Success
4. Con]nuous “always on” content To dos
Content is no longer ‘viral’ – it is con]nuous. Serious brand marketers understand that an always on content strategy yields far more likelihood of returns.
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Brands + YouTube: Building for Success
5. Community collabora]on through creators To dos
YT creators and social influencers have worked hard to build their online rela]onships through collabora]on. To yield similar success, marketers need to do the same.
YouTube Content Creator Bethany Mota
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Brands + YouTube: Building for Success
1. Listen first, look for insights 2. Define your voice 3. Build a strategy 4. Con]nuous “always on” content 5. Community collabora]on through creators
To dos
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Summary: What to Think About § Old versus new engagement models -‐ where is your
audience?
§ The Era of Authen]city – what Millennials expect
§ Rela]onship between brands and social influencers § The Content Ecosystem:
• listening, insights, produc]on and management, distribu]on, amplifica]on, analysis
§ Real engagement, real numbers count most
§ Aim for Brand Love, Brand Relevance
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