Understanding Millennials

This is what I knew about millennials: I wasn’t one. I also knew that if I intended to communicate with this next generation, that was no excuse.

I got a great head start at understanding millennials at our PRSA Kansas chapter’s professional development day. Jeff Fromm (@JeffFromm), senior vice president of sales, marketing & insight for Barkley, shared stats and attitudes from his agency’s study of nearly 5,000 millennials and non-millennials : American Millennials, Deciphering the Enigma Generation.

First, three reasons why it’s important to understand, decipher, and communicate with millennials: size, spending power, and influence.

“Since the Millennials generation is larger than the Baby Boomers and three times bigger than Generation X, marketers’ understanding of Millennials’ needs, tastes and behaviors will clearly shape current and future business decisions,” said Fromm, when the survey findings were initially released in August.

Some of the findings us non-millennials could guess: Millennials are “digital natives” and multitaskers. Others were surprising: They support big government and want to become involved with causes.

Here are more details and highlights:

1. Millennials are the first generation of “digital natives.”

• The research showed that  millennials are 2.5 times more likely to be an early adopter of technology than older generations.

2. Millennials are interested in participating in social marketing.

• Millennials are significantly more likely than  to explore brands in social networks. And when it comes to making purchases, millennials are far more likely to favor brands that have Facebook pages and mobile websites.

3. Millennials believe in cause marketing.

• Millennials are more likely than non-millennials to develop a more positive image of a company as the result of cause marketing programs. More millennials than non-millennials attempt to buy products from companies who support the causes they care about.

4. Millennials crave adventure.

• Significantly more millennials than non-millennials described themselves as adventurous and expressed a desire to be considered a “done-it-all.” More millennials reported a willingness to encounter danger in pursuit of excitement, compared to non-millennials.

5. Millennials strive for a healthy lifestyle.

• 60% of millennials say they try to work out on a regular basis. 26% consider themselves health fanatics.

6. Millennials seek peer affirmation.

•  68% of millennials usually don’t make a major decision until they have discussed it with a few people they trust.

Lots of good insights on how to better communicate, market, friend, work with — and for — this powerful generation. Thanks to Jeff Fromm and Barkley for sharing this data and helping make millennials less of an enigma.

Social media as a continuum

Facebook hubs have replaced web sites. Shareable social objects have replaced lifeless content. Earned relationships have replaced marketing collateral. Relevancy and context is the communicator’s — and the consumer’s — new battle cry. So says social media experts Brian Solis (@briansolis) and Jason Falls (@JasonFalls).

They presented — or should I say, enthralled – – at yesterday’s Explore and Engage Wichita event. My to-do and to-think-about lists are overflowing in terms of social media tools and strategies.

Some sound bites from Brian:

We are all competing for relevance.
Tools don’t matter. Engagement does.
Authenticity and transparency are keys to social media success.
Businesses have been run with a top-down approach. We are introducing a bottom-up approach.
Listening and hearing provide the tools to impart relevance.
Brands are no longer destinations. We have to build bridges back to them.
One-to-one-to-many is far more effective than one to many.
Social objects (tweets, posts, photos, videos) are the future of marketing.

Beyond the soundbites is Brian’s call for research, strategy and thought leadership: http://www.youtube.com/watch?v=Alj2xxGf5XQ.

Jason echoes this approach, offering these steps:

1. Know your audience

2. Set goals.

3. Build a content strategy.

4. Choose the right tools.

5. Implement and activate.

In his words: http://www.youtube.com/watch?v=owBU9zlCtLU.

Brian and Jason stressed measurement of outcomes — not a new business recommendation, but one we often forget. The other challenge: Once we earn relationships and thought leadership, we must nurture this privilege. Social media is a continuum.

The tremendous opportunities ahead…

Social media branding

Ramsey Mohsen, social media specialist with Digital Evolution Group (DEG), describes personal branding as a “green field.”

“There are no right answers,” he said at PR Evolution, a social media workshop sponsored by the Kansas Chapter of the Public Relations Society of America, www.prsakansas.org. Mohsen and Neal Sharma, chief executive officer and principal of DEG, presented on the topics of personal and corporate branding using social media strategies.

“A societal shift has happened,” Mohsen said in terms of social media. We all have a digital footprint — and we can influence that footprint through smart, authentic and consistent use of social media tools. Mohsen offers his “4:1” rule for guidance:

For every one social object (content) we create, we should create four other objects that fall into one or more of these categories:

• informative
• inspirational
• entertaining
• engaging
• re (markable) – something others want to comment on or share
• promotes others

Sharma expanded on the topic of social media for personal branding with his “rules of the road” for companies and other organizations.

“Eighty percent is strategy; 20 percent is technology,” he said. Companies need to ask:

1. Can we devote the time?
2. Can we sustain the effort?
3. Is there a commitment to transparency?
4. Is there executive sponsorship?
5. Are we prepared to take action on the feedback?
6. Do we know what we want to accomplish?

Strategies must be tied to objectives, he says. “If not, don’t do it. It’s a distraction.”

Mohsen and Sharma shared valuable information with our chapter — and motivated us regarding the responsibility and opportunity social media offers.

Listen to part of their presentations here: http://www.youtube.com/watch?v=c7RD_UKgO-8.

Download their complete presentations at the PRSA Kansas site: www.prsakansas.org, along with:

• Inside the Golden Triangle Trends in Social, Real-time and Location-based Media by David Kamerer, PhD, APR, Assistant Professor, School of Communication, Loyola University – Chicago
• How to Make Great Video by Jess Huxman, director of content, KPTS

Logo lessons

Bill Gardner, a Wichita-Kan.-based national logo trends expert, gave a captivating presentation at our recent Public Relations Society of America – Kansas  lunch program. The topic: the top 15 design trends for 2010. Gardner has tracked trends for several years through research and the online database he created, www.logolounge.com. The site now boasts more than 133,000 logos, all searchable by keyword, designer, timeframe, country or more.  His 2009 report can be found here, with the 2010 posting soon: http://www.logolounge.com/logotrends/.

The logos he presented were fascinating, even beautiful. However, Gardner’s take on what logos can — and should — do for a company also fascinated.

“Design makes a difference in purchasing when products are homogenized,” says Gardner. He asked such questions as ‘What does your logo sound like?’ and discussed logos that confront, or make you interact. He also talked about how some companies use words (taglines) as part of the logo, to make the most of that impression with the customer.

Gardner’s presentation reinforced the message that knowing who you are as a company — and reflecting that in all you do — is a powerful tool for success. You can check out more of his thoughts on trends in the sixth of his LogoLounge book series, due out soon.  Follow him, too, on Twitter: @logolounge.