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THE
Katherine LiscianiMillennovation® Media
MINDSET
Understanding A New Way To Give
Founder, Millennovation® Media
Katherine LiscianiTop Millennial Marketer, Strategic Consultant
Creator, #MarketingProbz
#MktgProbz
#MktgProbz
Tweet Me!@millennovator
NEW YORK, NEW YORK
CHARLOTTE, NORTH CAROLINA
ROLL TIDE!
BEAR BRYANT
“I ain’t never been nothing but a winner.”
#MktgProbz
67%
THE MILLENNIAL MINDSET#MktgProbz
Geographical Proximity + Social Affiliation
Traditional Fan Loyalty in the NFL
ONE TEAM, ONE DREAM
… not so much anymore.
players in 1988US & Canada
500,000players in 2016 US & Canada
57.4 million
Traditional State of Loyalty
DISRUPTED
players by 2006US & Canada
18 million
What We’ll Cover
The Millennial Mind Shift
A Millennial’s Influence
Connecting with theConstantly Connected
How to Own the Revolution
1 32 4
#MktgProbz
1
#MktgProbz
The Millennial Mind Shift
Traditional Culture of Giving
Boomers + GenX
Born into widely accepted cultural
standard and understanding of
“giving back”
CHARITABLE CONTRIBUTION
“FINANCIAL FITNESS”
Increased educational access
Increased opportunity Increased visibility1 2 3
What actually changed?
THE MILLENNIAL MINDSET#MktgProbz
Early ChildhoodAdolesenceAdulthood
More JobsMore Babies
Economic Boom
ResearchDistant Places
Alternative Lifestyles
Millennial Mind Shift
Millennials
Society in uptick → swiftly striving
towards future
COMMUNITY SERVICE
VOLUNTEERISM
ACCESS TO INFORMATION
RISE OF INDIVIDUAL
Traditional Culture of Giving
Boomers + GenXGiving based on
CHARITABLE CONTRIBUTION
“FINANCIAL FITNESS”
FINANCIAL RESPONSIBILITY
Ability + Expecation = Responsibility
Traditional Culture of Giving
Boomers + GenXGiving based on
CHARITABLE CONTRIBUTION
“FINANCIAL FITNESS”
OPPORTUNITYEDUCATION
VISIBILITYINVENTION
FINANCIAL RESPONSIBILITYAbility + Responsibility = Expecation
“Marketing to millennials is less about understanding
some strange new decadent breed of human, and
more about understanding the circumstances that
shape their worldview. As with any audience,
marketers need to know what millennials value, how
they consume content, and what messages are most
likely to resonate with them.”
Alex Rynne
Content Marketing Manager, LinkedIn
#MktgProbz
Millennial Mind Shift
MILLENNIALSGiving based on
CHARITABLE CONTRIBUTION
“FINANCIAL FITNESS”
OPPORTUNITYEDUCATION
VISIBILITYINVENTION
PHYSICAL / PERSONAL GENEROSITY
2
#MktgProbz
A Millennial’s Influence
By 2020, millennials will make up 50% of
the workforce.
#MktgProbz
millennialsin the world
2 billionin annual
purchasing power
$1 trillionsearches with the
keyword “millennial”
16 millionarticles written about
millennials
43,764
The Influence of Millennials
THE MILLENNIAL MINDSET#MktgProbz
Publishing Power
30% 45%
Millennials represent 30% of all long-form publishers on LinkedIn
of readers on LinkedIn are in the upper ranks of their industries
This isn’t just a blog or diary. Your millennial audience is building, controlling, and producing their own platforms.
P.S.
THE MILLENNIAL MINDSET#MktgProbz
Millennials make up 38% of LinkedIn’s global user base.
38%
11 million+ global millennial decision
makers— about 12% of total millennials —are on LinkedIn.
12% 30%
2 million+ millennials on LinkedIn hold marketing
roles. About 30% of them are decision makers.
677,000 millennial marketing decision makers
are on LinkedIn.
A Millennial’s Influence on LinkedIn
The Influence of Millennials on LinkedIn (and why you should care…)
As of early 2016, there are 87 million Millennials on LinkedIn globally.
THE MILLENNIAL MINDSET#MktgProbz
Occupations of Millennials on LinkedIn
THE MILLENNIAL MINDSET#MktgProbz
3
#MktgProbz
The Constantly Connected Culture
73% of Global Millennials are willing to pay extra for sustainable offerings—up from 50% in 2014.
—Nielsen
#MktgProbz
PRE MILLENNIAL CLIMATE
Way less transparency
Giving was a function of financial responsibility
Giving was based on social loyalties or geographic proximity
1 2 3
THE MILLENNIAL MINDSET#MktgProbz
POST MILLENNIAL CLIMATE
Transparency is unavoidable & non-negotiable
Giving is a function of the personal
Giving is based on belief, passion, proof of impact
1 2 3
THE MILLENNIAL MINDSET#MktgProbz
4
#MktgProbz
Owning the Revolution
The ‘pre millennial’ platform
Today’s platform
YAS! my compassion kid is going back to school!
#LinkedInMktg
Attitudes Behaviors
Fan Loyalty
THE RISE OF THE FANTASY FAN
visibility + interactivity = OVERALL EXPERIENCE( ) x 1000
“ When you lead conversations that matter, you give audiences a reason to follow.”
JASON MILLER
Global Content Marketing Leader, LinkedIn
How to Mobilize Millennials
Interactivity enhances EXPERIENCE
Incentivize ACTION
Ownership over DONORSHIP
1 2 3
THE MILLENNIAL MINDSET
Your audience is the expert
Identify their pain points
Continuously add value. Soothe the pain.
1 2 3
BONUS ROUND
THE MILLENNIAL MINDSET#MktgProbz
Act like a fundraiser—think like a marketer.
Founder, Millennovation® Media
Katherine LiscianiTop Millennial Marketer, Strategic Consultant
Creator, #MarketingProbz
#MktgProbz
#MktgProbz
Tweet Me!@millennovator
Watch the #MarketingProbz video
Questions?
THE MILLENNIAL MINDSET
