23
LIVINGSTON, NJ The Branding Challenge for Employers in the Millennial Age NJ IABC Reaching Millennials Where They Live: #Mobile October 23, 2014

Reaching Millennials Where They Live: #Mobile

Embed Size (px)

DESCRIPTION

October 23, 2014. LIVINGSTON, NJ. The Branding Challenge for Employers in the Millennial Age NJ IABC. Reaching Millennials Where They Live: #Mobile. About LDS. LDS is a strategy and business solutions consulting firm that envisions and designs emerging business ecosystems. - PowerPoint PPT Presentation

Citation preview

Page 1: Reaching Millennials  Where They Live: #Mobile

LIVINGSTON, NJ

The Branding Challenge for Employers in the Millennial Age

NJ IABC

Reaching Millennials Where They Live: #Mobile

October 23, 2014

Page 2: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

About LDS

2

We are hired by market leaders to bring deep best practices and best-of-breed expertise to create and deliver enterprise online solutions.

We enable our client’s most important relationships to occur successfully online, delivering significant business performance and breakthrough innovation value.

From corporate communication and human capital management, to partner integration and realizing the extended enterprise, to customer acquisition and management in emerging lifecycle models– we move critical business strategy and operations online with people-centric solutions.

LDS isa strategy and businesssolutions consulting firm that envisions and designs emerging business ecosystems.

Page 3: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

We work with market leaders, across many industries

3

Our work has dramatically improved the way some of the finest corporations in the world operate

LDS clients occupy the C-suite: Communications Human Resources Shared Services Marketing Operations In partnership with IT

We have long-standing client partnerships that span years, through cycles of business change, innovation, and technology advancements

United States Department of the Treasury

Page 4: Reaching Millennials  Where They Live: #Mobile

What do we know about Millennials in the workforce?

Page 5: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Employee demographics are changing

50%

Millennials in US workforce by

2020

Remote workers in US workforce

by 2016

Freelance/ contractors in US workforce by 2020

Source: Pew Research Source: Forrester Research Source: Intuit

43% 40%

5

Page 6: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Mobile use and adoption has exploded globally…

6

The “modern smartphone era” now 7 years old (iPhone was introduced June 21, 2007)

6% of the global population owns a tablet 20% own PCs 27% use smartphones (1.9 billion smartphones)

Page 7: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

…and in the US

Baby Boomers (50-68)

Gen X (35-49)

Millennials (8-34)

0% 25% 50% 75% 100%

49%

74%

83%

US Smartphone Ownership

Source: Pew Research, 1/9/14

(92M people)

(46M people)

(80M people)

7

Page 8: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Consumer trends lead, enterprise follows

Business-owned tablets will account

for only 18% of market in 2017.

Smartphones and tablets are personal

(consumer) devices, first.

‒ Adapted to enterprise use via BYOD

8

Enterprise communicators that want space on users’ home screens must

understand that employees are influenced by consumer experience.

Page 9: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Business apps are proliferating

One year ago there were 90 companies in the mobile enterprise landscape

Today that’s more than doubled, especially within industry and functional verticals

Source: Emergence Capital Partners

9

Page 10: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Users spend an hour a day on their smartphone…

Source: Experian Marketing Services

10

Page 11: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

… often in many quick sessions

Users interact with their smartphones between 10 and 200 times a day.

Mean session length: 10 seconds to 4 minutes

Nearly 90% of interactions include only one application

11

Page 12: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Mobile is often the first point of contact

91% of users keep their mobile device within arm’s reach 100% of the time

Intimate

FamiliarPersonal

Reach

Imm

edia

te

Fast

Source: InformationWeek

12

Page 13: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Millennials can be viewed through multiple lenses

13

LocationWorker Arrangements

Communication Experience

Technology Experience

Blurred work boundaries Comfort with social tools Consume / create in snippets Media options / overload

Multiple locations Global Field workers Remote

Full time Part time Freelance/contractor Job share

Technologically savvy Consumer-grade

expectations BYOD

Page 14: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

…and communicators need to deliver across all media and experiences

Consumer-grade

Relevant

Useful

Seamless

Consistently brand-aligned‒ Content

‒ Visuals

‒ Experience

Culturally meaningful

Supports participation

14

We need to meet the Millennials where

they live and work—on their mobile

devices, with consumer-quality

experiences.

Page 15: Reaching Millennials  Where They Live: #Mobile

The mobile experience for Millennials—and everyone else

Page 16: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Utilize the inherent capabilities of mobile

Text

Web access

GPS

Photography

Videography

Pinch / zoom

Accelerometer

26

Page 17: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Example: Location-based

26

• Office locations / personalized

• Services: conference rooms, lunch menu, office products

• Map / beacons (find conference room, printer, gym)

• What’s going on near you (push-out announcements)

Page 18: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Example: Social

26

• Best practices, stories, events

• Social culture

• Easy-to-share content

• Share, comment, rate, follow, post

Page 19: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Example: Task-based

26

• Meaningful

• Discrete

• Easy to complete, in short bursts

• Timely and relevant

Page 20: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Mobile Strategy is a Must

26

Putting it all on mobile

without a clear rationale is

not a mobile strategy.

Page 21: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

At the very least, need to determine approach

The experience must be scalable over time and rationalized with other channels/devices (e.g., work PC, work kiosk, home PC, tablets).

Mobile Everything

Mobile Derivative

Mobile First Mobile Only

Mobile emulates fully the

services and functionality of

the desktop experience

Selecting for mobile particular

services and functionality from

desktop experience

Solution scope that will be released for mobile use

ahead of release for desktop

Solution scope that resides

exclusively in the mobile

experience

21

Page 22: Reaching Millennials  Where They Live: #Mobile

©2014 Confidential and Proprietary

Best practices for defining mobile strategyA sound mobile strategy is driven by an assessment of business value and relevant

circumstances for the business and its constituents

Which tasks, services, and content are high value to users and business and are appropriate for the mobile

context:

‒ Are specific and familiar

‒ Can be accomplished in short bursts of time

‒ Don’t require a lot of detailed reading or analysis

‒ Are available now or viable technologically

Keep Millennials in mind:

‒ Not a homogenous group; segment audience by who benefits and how

‒ Embrace change: devices, UX, process

‒ Early adopters, learn by trying

But don’t forget everyone else:

‒ Change management

‒ Instructions

‒ Process change

And remember that the entire experience exemplifies your brand.

22