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Advocacy marketing: What do you need to know when your target is
Millennials?
Kerry Lyons, SVP/Marketing @LyonsDenMom
2© 2015 House Party, Inc.
Generations: Millennials: age 18-32
Gen X: age 33-49Baby Boomers: age 50-69
Matched control to advocates in gender, age and parental status
Surveyed 500 women from the general US population
(300+ Millennials)
Surveyed 1,900 female advocates from the House Party community
(400+ Millennials)
Brand advocates Control
Methodology
3© 2015 House Party, Inc.3
Millennial advocates are the social (media) butterflies of the social generation
4© 2015 House Party, Inc.4
Millennial advocates: 67% more likely to use Twitter
31% more likely to use Instagram and Pinterest
Millennial advocates are far more likely to have a presence on many social media sites
[On which of the following social media sites do you have a profile? Please check all that apply.]
0%
20%
40%
60%
80%
100% 93%81%
72%63% 61%
87%
62%
43% 48%56%
Millennial advocates Millennials
5© 2015 House Party, Inc.5
33% spend 3+ hours per day on Facebook (2.5x non-advocates)
Millennial brand advocates spend a ton of time on social media
[How much time do you spend on each social media site per day? Answer only for the social media sites on which you have a profile.]
20% or more spend 1+ hours per day on
Pinterest & Instagram(3x non-advocates)
6© 2015 House Party, Inc.6
Millennial advocates like/follow a ton of brands in social media
[In total, how many brands do you like, follow, etc. on social media sites? Best estimate is fine.]
Advocates Control
19 8Average brands followed in social media:
7© 2015 House Party, Inc.7
In some categories, the difference is dramatic
0%
10%
20%
30%
40%
50%
60%
70%
39%
46%
19%
36%
45%
59%62%
41%
59%
7% 9%4%
8% 10%
39% 41%
28%
47%
Categories where brands are liked/followed:
Millennial advocates Millennials
[In which of the following categories do you like, follow, etc. brands on social media sites? Please check all that apply.]
8© 2015 House Party, Inc.8
4x as likely to share recommendations2x as likely to receive recommendations
Millennial advocates consume and share more
in social media than their counterparts
[For which of the following reasons do you use social media? Please check all that apply.]
0%
20%
40%
60%
80%67%
61% 58% 59%
27%34%
15%25%
Reasons to use social media:
Millennial advocates Millennials
9© 2015 House Party, Inc.9
Millennial advocates promote brands more and in different ways than other Millennials
10© 2015 House Party, Inc.10
If the goal of a program is online advocacy and the target is Millennials, starting with advocates is particularly important
Millennial advocates recommend more often!
[In which of the following ways do you recommend brands, products or services? Please check all that apply.]
+25%+56%
Millennial advocates are 25% more likely to recommend in person
Millennial advocates are 56% more likely to
recommend online — on social sites, forums,
blogs, etc.
11© 2015 House Party, Inc.11
Millennial advocates are more likely to advocate across a variety of social channels
[Which of the following social media sites do you typically use to recommend brands, products or services? Please check all that apply.]
12© 2015 House Party, Inc.12
Trying the product drives more recommendations than any other factor
[How influential are each of the following in inspiring you to recommend brands, products or services? Please check all that apply.]
Tried
/use
d the p
roduct
Brand
I love
Offer, disc
ount, or p
romotion
Desire
to help oth
ers
Frien
d reco
mmended
it to
me
Brand’s
reputati
on
Personal
pride
Ratings
and re
views
Charitab
le
cause
Brand’s
advertisin
g0%
20%
40%
60%
80%
100%89% 88%
78%
67% 66% 64%
51% 51% 50%
39%
76%
66%
47% 47%39% 37%
15%
30%
51%
16%
Influential factors in inspiring a brand recommendation:
Millennial advocates Millennials
13© 2015 House Party, Inc.13
Across categories, Millennial advocates spread far more recommendations than their counterparts
[In which of the following categories do you typically recommend brands, products or services? Please check all that apply.]
Movies
Snack foods
Beauty (m
ass)Music
Lunch
and dinner foods
TV shows
Mass merch
andise st
ores
Household products
Grocery
stores
Crafts & hobbies
Dairy fo
ods
Health &
welln
essBooks
Breakfast
foods
Beauty (premium)
Board and card games
Quick se
rve re
staurants
Pizza deliv
ery
Drug stores
Pets products
Carbonated beverages
Home & garden
Non-carbonated beve
rages
Toys and games
Kids products
Spirits /
Liquor
Magazines
Wine
Beer
Video games
Pharma /
medical p
roducts
Other (please
specif
y)0%
20%
40%
60%
80%
71%
64% 64%62%
58% 58%56% 55% 54%
50% 49% 49% 49% 48% 47%44% 43% 43% 42% 41% 40% 40%
38% 38% 37% 36%32% 32%
30%
24%
19%
2%
56%
27%30%
47%
26%
38%
21%24%
21%
26%
16%
33%
44%
17%
25%
17%
10%
16%12%
32%
6%
18%
12% 12%
17%15%
11%15%
19%
12%
7%
2%
Categories where brand recommendations are made:
Millennial advocates Millennials
14© 2015 House Party, Inc.
Millennials
Gen XBaby Boomers
14
Some categories are recommended by all generations; others differ by age
[In which of the following categories do you typically recommend brands, products or services? Please check all that apply.]
Group Age
Millennials 18-32
Gen X 33-49
Baby Boomers 50-69
15© 2015 House Party, Inc.15
Millennial advocates are significantly more likely to post online reviews
[At which of the following places, if any, do you post online reviews of brands, products, places, etc?]
0%
20%
40%
60%
80%
100%
80%
63%
44%37% 34% 34%
43%
29%
13% 15%
5%11%
Online review placement:
Millennial advocates Millennials
Company websites
16© 2015 House Party, Inc.16
Trying the product is by far the most influential way to drive a consumer to purchase
[To what extent do each of the following typically influence your purchase decisions?]
0%20%40%60%80%
100% 89%69% 60%
49%31%
73%
49%34%
20% 13%
Influential factors in your purchase decision:
Millennial advocates Millennials
17© 2015 House Party, Inc.17
1. Millennial advocates are more present and more active in social — 67% more use Twitter, and 31% more use Pinterest and Instagram
2. They out-share and out-discover their counterpartsA.In addition to giving them opportunities to share, you
must give them opportunities to learn!
3. Millennial advocates recommend more online and off. A.They recommend more across every social channel and
every product categoryB.They post more reviews on social media sites like Twitter
and retailer sites like Amazon
4. Trying the product and personal recommendations are the most influential factors in driving purchase
What did we learn?
18© 2015 House Party, Inc.
Finding your Millennial advocates and giving them a great experience leads to…
of an In-Person ExperienceOnline
& Off
In Branding
& Sales
Deeper Engagement Stronger Advocacy Bigger Lifts
19© 2015 House Party, Inc. 19
If you want to activate your best Millennial advocates, give them the tools to try, share and recommend, online and
off
about.houseparty.com@HousePartyInc