Social Media & Millennials WHY should you include
HOW can you use
IN YOUR MARKETING PLAN?
TO REACH MILLENNIALS
CONTENT TIPS
POOR
GOOD
BETTER
CREATE A Social Media IN 8 STEPS
TOOLS
to consider
TAP TO JUMP TO SECTION START
WHY should you include IN YOUR MARKETING PLAN?
Millennials are relentlessly connected through technology socially, which makes them demanding, discerning and sophisticated, and importantly influential.
They are also optimistic and brave, with a ‘nothing to lose’ approach to life which makes them natural innovators and entrepreneurs.
Believe it or not, 18-24 year olds are one of the most loyal consumer demographics. The brands that millennials love are the ones they share with their friends, not as status symbols, but social symbols.
Millennials want unique experiences that they can enjoy and share with others. They want to love brands that help them live a fuller life. my perfect travel company.com
2:00
2:15
2:30
2:45
3:00
3:15
Millennials check their smartphones an average of 43 times per day.
2 out of 3 millennials use 2 or more devices to access the Internet and social media every day.
Leading Social Media Apps Among Millenials by SmartPhone Penetration
FACEBOOK 75.6% INSTAGRAM 43.1% SNAPCHAT 32.9% TWITTER 23.8% PINTEREST 17.9% GOOGLE+ 18.0%
VINE 10.7%
TUMBLR 6.3% Source: comScore Mobile Metrix, U.S., June 2014
+ =
5 out of 6 millennials choose to connect with companies using social media, but they want something in return.
Millennials Want: Correct! MATERIAL GAIN
FREE PRODUCTS
A GOOD DISCOUNT
WINNABLE COMPETITION
TO BE ENTERTAINED
That’s pretty much it. Having a conversation is not enough.
+
Past experience
brand trust
‌makes millennials willing to share personal information.
Transparency and message relevance is very important in gaining trust and encouraging this audience to share your message.
HOW can you use TO REACH MILLENNIALS
Before you get started… Yup — it ’s in there
ASSIGN OWNERSHIP
TEST THE TOOLS
SUMMON YOUR INNER CREATIVE GENIUS
ASSIGN OWNERSHIP
Who will be responsible for developing content and executing your strategy? Social media marketing takes time... and continuous engagement.
TEST THE TOOLS
Experiment various social media platforms to make sure you understand how to use them. Have you checked out SnapChat yet?
SUMMON YOUR INNER CREATIVE GENIUS
Millennials want to be entertained…you can’t just use your normal sales pitch Looking For Work?
for this plan.
CREATE A Social Media IN 8 STEPS
1
Identify
Your
OBJECTIVES
What can social media help you achieve? LEAD GENERATION
ENCOURAGE COMMENTS
ENCOURAGE ENGAGEMENT
BUILD REPUTATION
Choose objectives you can achieve given the resources you have, identify barriers; address them.
Make your objectives SMART
Specific
Relevant
Measurable
Time-bound
Achievable
EXAMPLES:
1000 video shares within 6 months
25 registrants to a specific event
2
Identify
Your
TARGET Audience
Create a PERSONA using this handy guide TAP HERE TO GO TO LINK
3
Research Your COMPETITION
if
this audience isn’t using your service ‌
what are they doing to achieve the same outcome
?
Examine how those alternatives are using social media
4
Choose
Your
Social Networks
Use the network(s) your audience is using
Consider niche networks If your message is specific to employment, consider LinkedIn – students and recent grads are active in this space even though it isn’t at the top of their list.
You don’t need to be everywhere START SMALL
5
Find your voice and tone. What ?
Start with questions like these‌
if
your company was a person ‌
What kind of personality would it have? y n a p m o c y M is hip!
What relationship would it have with your customer? y n a p m o c y M is a leader! , d n e i r f , h c a o c ‌ teacher, etc.
How do your customers perceive your company? Use adjectives Use adjectives to describe what to describe what your company your company IS is not
6
Strategize: Plan Your Posting Strategy
amazing content + perfect timing + ideal frequency = SUCCESS
Use images and video to tell the story
Create a social media calendar 1
2
Plan your frequency
Identify your message
Download a planning calendar from HubSpot here.
Fill out your profiles completely Partial profiles imply lack of effort; take some time to fill in all the blanks.
7
Execute Analyze Test
Start posting and watch your stats The more you post, the x more you will learn about x which content, timing and frequency are right for you.
Most social networks have built in monitoring tools
After a month or so you can set some benchmarks and new targets
TAP TO JUMP TO LINK
8
Automate and Engage Once you get your plan in place‌
Automate Schedule posts, listen to conversations and review your metrics all in one place (for a fee).
EXAMPLE:
Engage Don’t forget to talk back – conversations are a two-way dialogue. Set some time aside each day to look at your profiles and respond – a little attention paid here will go a long way.
U s e i n t e r n s h i ps f o d n i k e h t e n i m r to dete . t n a w u o y r e e r ca Would y ou be y m g n i e b n i d e interest job search buddy?
CONTENT TIPS
Use hashtags WATCH
Keep #hashtags simple, short, memorable and related to the topic.
Brand your page
Use a unique cover photo to showcase your organization – not just your logo and building.
Create Infographics
GO TO EASEL.LY
Infographics are shared on the web more than any other content online.
My cool of fer:
Add value
FREE WEBINAR
FREE CONSULTATION
FREE EBOOK SPECIAL DISCOUNT
Demonstrate the benefits of your products and services with a video versus just text+image.
Find the perfect image Take the picture yourself. Create an image using simple design software: > canva.com
Find it online. Try these search tools: > creativecommons.org > compfight.com
Be sure to use only images without copyright infringement.
Create your own videos
Testimonials, demonstrations, invitations, tips‌ countless ideas for creating video content.
Use a smart phone to record and edit your own recordings or try one of these neat tools: > prezi.com > GOanimate.com > sparkol.com
Create a resource
Fill your pages with enough information to get the point across, leave them wanting more.
Ask questions Here’s an idea
Excellent idea
People like to share their ideas. Good or bad, ideas lead to more ideas.
Create posts on a topic unrelated to your business, but of great interest to the audience.
IC UN
RE
LA TE
DT OP
IEN TA UD GE TA R
YO U
RB
US
INE
SS
CE
Expand your reach
Network, post, update Link your Facebook page to your other social media.
Update your most popular posts, re-share them.
Update your cover photo often and pin a new post to the top of your page each week to highlight your team, services, events‌
POOR GOOD BETTER
EMPLOYMENT SERVICES
EXAMPLE:
The image can’t be seen and appears sloppy.
Information is friendly and conveys urgency.
EMPLOYMENT SERVICES
EXAMPLE:
This post does not include a picture and the #hashtag is not location specific.
This post includes a picture of a person making it more relatable. It also includes an @mention which is great for online engagement.
ENTREPRENEURSHIP
EXAMPLE:
The picture on the right is taken from Google images rather than using the image that generates automatically when sharing a linked article.
ENTREPRENEURSHIP
EXAMPLE:
Give reasons to encourage young entrepreneur growth. Follow and retweet local and famous entrepreneurs to inspire millennials. This would be more appealing if it had an image and included a #hashtag.
This tone is conversational and stirs curiosity. It would be better with a picture.
SKILLS TRAINING
EXAMPLE:
The post on the left is good but needs a different picture if trying to reach millennials. The image should support the subject while offering new information and ideas. An urgent call to action is more likely to get an immediate response.
SKILLS TRAINING
EXAMPLE:
Millennials are unlikely to respond to a Tweet that doesn’t offer incentive. There is no picture and the #hashtag used does not coincide with their professional message and purpose.
There is a price included, a question asked and a picture. All of these will gain the attention of millennials.
PROFESSIONAL DEVELOPMENT
EXAMPLE:
Posting on LinkedIn is similar to Facebook in that people can like and comment on your posts. LinkedIn works well for posts on workshops, training and professional development. Get involved in groups like the Brantford Entrepreneurs LinkedIn group or create your own to promote an online discussion and provide information.
TOOLS
to consider
BY THE NUMBERS 1.3 billion monthly active Facebook users 75% of the engagement on a Facebook post happens in the first 5 hours TAP FOR
CONSIDER THIS Populate your news feed and place targeted advertising; news feed ads are an effective, cost-efficient choice.
BY THE NUMBERS 288 million monthly active Twitter users 500 million Tweets are sent per day 80% of Twitter active users are on mobile devices TAP FOR
CONSIDER THIS Present your brand and start connecting; test some promoted tweets.
BY THE NUMBERS 187 Million monthly active LinkedIn users There are over 39 million students and recent graduates on LinkedIn 41% of LinkedIn visits are via mobile devices 44,000 = the average number of daily LinkedIn job applications TAP FOR
CONSIDER THIS Create a business profile, post regularly and get involved in groups; use targeted ads and sponsored updates.
BY THE NUMBERS 12 million+ people blog via social networks 23% of Internet time is spent on blogs and social networks Companies with a blog have 97% more inbound links than others (WOW!) B2B marketers using blogs generate 67% more leads
CONSIDER THIS Blogs should be updated regularly with casual articles about specific topics.
BY THE NUMBERS 200 million monthly active Instagram users 20+ billion Instagram photos have been shared to date 70 million active Pinterest users There are 400 million Snapchat snaps per day
CONSIDER THIS Photo and video sharing is growing rapidly, join in.
SNAPCHAT
EXAMINER
MASHABLE
HUBSPOT
M-PROFS
CONSIDER THIS Once you have a plan you may find yourself needing a bit more advice on how to use a specific social media site, how to create an ad, how to write a blog post‌ For more great tips on how to engage your customer using social media follow some of these great blogs.
Thank you to our partners for supporting this project. Brant Resource Centre Brant Skills Centre Brantford Public Library Career Link City of Brantford/Ontario Works/ Brant Jobs Community Resource Service/ Employment Service County of Brant (Economic Development) Enterprise Brant
Fanshawe Employment Services Grand Erie Business Centre Grand River Employment and Training Haldimand County Economic Development Haldimand/Norfolk Social Services Kissinger HR Services Norfolk Economic Development St. Leonard’s Community Services Venture Norfolk
OUR VISION
A skilled, adaptable workforce contributing to a vibrant economy
This Employment Ontario Project is funded by the Government of Ontario. The views expressed in this document do not necessarily reflect those of Employment Ontario. The material in this report has been prepared by WPBGE and is drawn from a variety of sources considered to be reliable. We make no representation or warranty, expressed or implied, as to its accuracy or completeness. In providing this material, WPBGE does not assume any responsibility or liability.
Prepared By: Christina DeVries Communications/Project Officer Workforce Planning Board of Grand Erie Graphic Design: Cath Strung Strung Design House Inc.