1. 5 Trend Marketers
Shouldn’t Ignore
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2. #1
The Power of Millennial Generation
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3. 50% of world population is under 30
“Digital Natives” are:
• Sophisticated
• Educated
• Connected
• Global
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4. Estimated collective buying power of millennials
alone in US is $200 billion annually.
Not only millennials serving as leading
indicators on media consumption, advocacy
and social media usage habits among other
generations, but also they are indirectly
influencing buying decisions to the tune of
an estimated $500 billion each year.
@Ekaterina

5. 3 Truths About Millennials and Brands
b
Consumers prefer brands they grew up with
Millennials are the chief technology
officers in most households
Marketers do not know how
to market to millennials
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6. The good news: millennials do engage with
brands on social networks (source: Barkley)
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7. Peer Influence. Cause Marketing.
Participation Economy.
• Peer influence is twice as important as
advertising: 62% of decisions is influenced
by social circle and family.
(source: 2011 Mobile Youth Report)
• Responsible brands that create safe
environment on the planet and for people are
respected. Cause marketing works.
• Market with them, not to them. Youth believes
that both product and marketing actions should be
co-created, that the crowd will always outsmart the
individual. GenY wants to actively participate and
be included as partners in the brands they love.
@Ekaterina

8. Self-Expression. Experiences.
Emotional Stimuli.
• Allow youth to express themselves and elevate
their own brand, they will be more likely to like
your. Offer personalization.
• Facilitate life and deliver tailored experiences:
they crave adventure and novelty; always looking
for great stories and memories.
• They are stimulation junkies: emotional stimuli
creates word of mouth and drives advocacy. Evoke
happiness, adrenaline-provoking thrills, positive
surprise, offer challenges. Gamification works.
@Ekaterina

9. Instant Gratification.
Entrepreneurial. Global. Social.
• They are looking for instant gratification. They are
more impulsive shoppers than the former
generations (55%); indulgence and luxury shopping is
a way to relax for them (45%). (source: Barkley)
• They are an entrepreneurial generation. Help them
succeed.
• They are international: in the global village
local trends don’t exist.
• They are highly social. Facilitate togetherness
(online and offline) by bringing youngsters with shared
passions together.
@Ekaterina

10. Content Creation. Status. Mobile.
• 60% are content creators (source: Barkley). Take
advantage of that.
• Image and status matter: 40% would pay extra
for products that is consistent w/the image they
want to convey (source: Barkley).
Use me-marketing strategies.
• Mobile device is an indispensable body part.
Have a mobile strategy.
@Ekaterina

11. #2
Convergence of POEM
(paid * owned * earned media)
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12. Convergence of paid and social media
shows significant brand and sales impact.
Convergence of mindsets
+
Convergence of departments
+
Convergence of tools and analytics
=
Holistic brand story and
comparable, improved results
@Ekaterina

17. Earned media alone is not enough; brands must
leverage paid and owned to drive scale.
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Source: Altimeter Group

18. #3
Real-Time Marketing
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19. To be effective marketers have to
foster the environment of urgency
• Brand strategies
• Content marketing
• Message and media optimization
• Alignment with trending topics
• Engaging audiences at online/offline events
• Customer service
• Product development
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20. Relevancy has a deadline
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21. Relevancy has a deadline
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22. @Ekaterina

23. @Ekaterina

24. Make marketing personal!
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25. Make marketing personal!
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26. Real-time marketing is
a way of thinking
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27. Smart Car. Smart Marketing.
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28. @Ekaterina

29. @Ekaterina

30. World’s Fastest Agency
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31. World’s Fastest Agency
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32. Don’t insert yourself into conversations where
you don’t add value or if you don’t fully
understand the context of
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33. Real-time response takes
a lot of planning
• Listening (command centers)
• Meaningful data, actionable insights
• Stakeholder alignment
• Employee and agency empowerment
• Flexible strategies and editorial calendars
• On-brand risk-taking (in alignment with
long-term goals and objectives)
@Ekaterina

34. #4
The Rise of Visual Marketing
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35. A picture is worth a thousand words
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36. Images speak to the heart
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37. Images transcend cultures and
languages
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38. Images tell stories
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39. They speak louder than words
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40. The rise of visual social media
Generated more referral traffic for businesses
than Google+, YouTube, and LinkedIn combined
>90M monthly active users; 40M photos daily
>300M photos uploaded daily
>37M copies sold worldwide; >20M users created
3B drawings within first 7 weeks of launch
@Ekaterina

41. Recalibrate your content strategy to
include visuals
• A 2012 study by ROI Research found that 44% of
respondents are more likely to engage with
brands if they post pictures than any other
media.
• Research by M Booth and Simply Measured found
that on Facebook’s top 10 brand pages photos
and video drive the most engagement, while
videos are shared 12 times more than links and
text posts combined, and photos are liked two
times more than text updates.
@Ekaterina

42. 2X engagement with visuals on Facebook.
90% higher engagement with timely visuals.
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43. Infographics
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44. Pinterest
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45. Slideshare
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46. #5
The Dangers of the Online Influence
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47. What is influence?
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48. Who are your advocates?
Die Hard Intel Fan - Damien Bayless
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49. Focus on Engaging Your 10%
Scientists at Rensselaer Polytechnic Institute found
that it only takes
10%
of a population holding an unshakable belief in
order to convince the majority to adopt the same
belief.
In fact, they found that this will always be the case.
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50. But instead…
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51. And it should be…
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52. @Ekaterina

53. Build Movements!
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54. Bonus…#6…
Social Engagement:
From Dorm Rooms to Boardrooms
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55. Executives’ social engagement improves
brand image, deepens brand loyalty, &
increases purchase intent
2012 study by BRANDfog:
• 80.6% believe that social media is an important
communication channel for CEOs to engage
with customers and investors
• 68.7% believe that C-suite social media
engagement enhances the perception that a
brand is honest and trustworthy
• 83.9% believe that CEO social media engagement
is an effective tool to increase brand loyalty
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56. 94% of employees believe a social CEO will enhance their brand
(IBM 2012 Global CEO Study)
2/3 of the organizations achieving the Companies that embrace social
highest returns reported that the C-suite experience 4X greater business
has active advocates of social engagement. impact.
@Ekaterina Source: Pulse Point Economics of Socially Engaged Enterprise

57. Richard Branson,
Virgin Group Founder
“…like all other areas of business, CEOs have the opportunity to set the bar.
By ignoring social networks, they are potentially missing an opportunity.”
@Ekaterina

58. Oliver Bussman,
SAP CIO
“The greatest value of
social media is gaining
access to thought leaders
in the industry. Frankly,
you would otherwise pay
a lot of money for that
information.”
“Social media gives the CIO a public voice on topics like
innovation, business transformation and IT delivery. When
we communicate value, IT stops being a black box.”
@Ekaterina

59. Kim Stevenson,
Intel CIO
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60. Conclusion
1. Engage Gen Y and Gen Z, allow them to shape
your brand.
2. Integrate POEM for a bigger impact.
3. Cultivate the mindset of agility.
4. In shaping your content strategy, don’t forget
visuals.
5. Don’t create campaigns, build movements
6. Work with your executives on helping them find
their digital voice.
@Ekaterina

61. www.ekaterinawalter.com
Twitter: @Ekaterina