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3 Lessons In Gen Y - Youth Marketing/Search/Social

Jye Smith
Jye Smith

Recently I was asked to present at AIMIA's latest digital media event: Getting Inside Gen Y. Along with Julian Cole, Emily Copeland and Dan Pankraz, I was in the best of company as we discussed our experiences in marketing to our own generation. Presentation shared with permission from Switched On Media (http://switchedonmedia.com.au)

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3 Lessons In Gen Y DIGITAL/SOCIAL/BRANDING/MARKETING JYE SMITH | SOCIAL MEDIA STRATEGIST
know their context LESSON 1
Gen Y with funky shoes JYE SMITH
But! That wont help us make business decisions - will it? JYE SMITH
They want us to see this JYE SMITH
but not maybe this JYE SMITH
answers vs insights JYE SMITH
ask someone a question AND YOULL GET AN ANSWER observe someones behaviour AND YOULL GET AN INSIGHT JYE SMITH
鍖rst! what are we trying to achieve? We need to know context. JYE SMITH
itll let us know what they value so how do we do ? JYE SMITH
understand their spaces. JYE SMITH
But what do they want? Well, what are the searching for? JYE SMITH
! Observe on-site and off-site behaviour" !"#$%&$' ! Know what they seek" ! Be de鍖ned by their language" ! Understand their social spaces" chart 1. JYE SMITH
Creativity is king LESSON 2
P-L-A-Y Framework (Gavin Heaton) http://www.servantofchaos.com/2008/03/the-future-of-2.html JYE SMITH
power can lead to in鍖uence but remember to instill trust JYE SMITH
learning is a deeper experience JYE SMITH
adventure is where disruption and story telling can drive JYE SMITH
surprise is the tool to break expectations JYE SMITH
&% !! "#$%&#'($%% )% !! "#$%)(*$+,+-%*+.%/0$,#1,23% 4% !! "#$%4.5(+20$(% 8% !! 67(%8(9:%#;%10$:$,1(%#$%.(9,-72% chart 2. P-L-A-Y Framework (Gavin Heaton) JYE SMITH http://www.servantofchaos.com/2008/03/the-future-of-2.html
!! "#$#%#&'()*+,-.)/'' 01*234'5,*6.47" E),*D2,' !! 849,):6*49'34;<,4=,'*49' 6)<:6' !! 8:,':6.)>'6,??34@A'B,'93:)<CD2,' chart 2a. JYE SMITH
CONTRIBUTE LESSON 3
its not always about adding value to the individual JYE SMITH
its about their tribe too Facebook isnt MEbook, its USbook. JYE SMITH
make sure youre a leader worth following JYE SMITH
Leadership in this environment of social media and knowledge management is all about recognising and respecting that everybody has a story. - Zaana Howard (twitter.com/zaana) JYE SMITH
!! "#$%&'()*()%(+,-(%#./0(1.$2234( 566(7$28.4" A,*%-);8%.( !! 9%&'(*,%(:8'%($;,8%(%#.(.<,=()%&'( $;,8%(%#.)-(%-);.(,-(*.%>,-?( !! @.($(2.$6.-(>,-%#(+,22,>)*<( chart 3 JYE SMITH
! Observe on-site and off-site behaviour! ! Know what they seek" "#$%&'%! ! Be de鍖ned by their language" ! Understand their social spaces" (!)*+*,*-!./01&2#/3!45067$!8&0%#$9! "/&0F6&! (!:$;&/<%0$;!7$=>&$?&!0$;!%/><%! (!:<&!<%#/@!%&AA7$BC!D&!;7</>EF6&! (!GH0%I<!7$!7%!J#/!%H&1K!L&0AA@M!,;;!60A>&M! "#$%/7D>%&! (!N%I<!$#%!O><%!0D#>%!%H&!&B#C!7%I<!0D#>%!%H&7/!%/7D&!#/!$&%2#/3! (!P&!0!A&0;&/!2#/%H!J#AA#27$B! JYE SMITH
QUICK EXAMPLE EXTRA-CURRICULAR JYE SMITH
kthxbai JYE SMITH Social Media Strategist, Switched On Media jye@switchedonmedia.com.au | @jyesmith | jyesmith.com | switchedonmedia.com.au Massive thanks to everyone who sent me a photo, or whos Facebook pro鍖le I ripped in from: Mandi Bates, Joel Pearson, Gem Crowley, Heather Snodgrass, Matt Chisholm, Scott Drummond, Karla Courtney, Julian Cole, Tim Longhurst, Lauren Cochrane And a very special thank you to Gavin Heaton (servantofchaos.com) for being awesome.

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3 Lessons In Gen Y - Youth Marketing/Search/Social

  • 1. 3 Lessons In Gen Y DIGITAL/SOCIAL/BRANDING/MARKETING JYE SMITH | SOCIAL MEDIA STRATEGIST
  • 3. Gen Y with funky shoes JYE SMITH
  • 4. But! That wont help us make business decisions - will it? JYE SMITH
  • 5. They want us to see this JYE SMITH
  • 6. but not maybe this JYE SMITH
  • 8. ask someone a question AND YOULL GET AN ANSWER observe someones behaviour AND YOULL GET AN INSIGHT JYE SMITH
  • 9. 鍖rst! what are we trying to achieve? We need to know context. JYE SMITH
  • 10. itll let us know what they value so how do we do ? JYE SMITH
  • 12. But what do they want? Well, what are the searching for? JYE SMITH
  • 13. ! Observe on-site and off-site behaviour" !"#$%&$' ! Know what they seek" ! Be de鍖ned by their language" ! Understand their social spaces" chart 1. JYE SMITH
  • 15. P-L-A-Y Framework (Gavin Heaton) http://www.servantofchaos.com/2008/03/the-future-of-2.html JYE SMITH
  • 16. power can lead to in鍖uence but remember to instill trust JYE SMITH
  • 17. learning is a deeper experience JYE SMITH
  • 18. adventure is where disruption and story telling can drive JYE SMITH
  • 19. surprise is the tool to break expectations JYE SMITH
  • 20. &% !! "#$%&#'($%% )% !! "#$%)(*$+,+-%*+.%/0$,#1,23% 4% !! "#$%4.5(+20$(% 8% !! 67(%8(9:%#;%10$:$,1(%#$%.(9,-72% chart 2. P-L-A-Y Framework (Gavin Heaton) JYE SMITH http://www.servantofchaos.com/2008/03/the-future-of-2.html
  • 21. !! "#$#%#&'()*+,-.)/'' 01*234'5,*6.47" E),*D2,' !! 849,):6*49'34;<,4=,'*49' 6)<:6' !! 8:,':6.)>'6,??34@A'B,'93:)<CD2,' chart 2a. JYE SMITH
  • 23. its not always about adding value to the individual JYE SMITH
  • 24. its about their tribe too Facebook isnt MEbook, its USbook. JYE SMITH
  • 25. make sure youre a leader worth following JYE SMITH
  • 26. Leadership in this environment of social media and knowledge management is all about recognising and respecting that everybody has a story. - Zaana Howard (twitter.com/zaana) JYE SMITH
  • 27. !! "#$%&'()*()%(+,-(%#./0(1.$2234( 566(7$28.4" A,*%-);8%.( !! 9%&'(*,%(:8'%($;,8%(%#.(.<,=()%&'( $;,8%(%#.)-(%-);.(,-(*.%>,-?( !! @.($(2.$6.-(>,-%#(+,22,>)*<( chart 3 JYE SMITH
  • 28. ! Observe on-site and off-site behaviour! ! Know what they seek" "#$%&'%! ! Be de鍖ned by their language" ! Understand their social spaces" (!)*+*,*-!./01&2#/3!45067$!8&0%#$9! "/&0F6&! (!:$;&/<%0$;!7$=>&$?&!0$;!%/><%! (!:<&!<%#/@!%&AA7$BC!D&!;7</>EF6&! (!GH0%I<!7$!7%!J#/!%H&1K!L&0AA@M!,;;!60A>&M! "#$%/7D>%&! (!N%I<!$#%!O><%!0D#>%!%H&!&B#C!7%I<!0D#>%!%H&7/!%/7D&!#/!$&%2#/3! (!P&!0!A&0;&/!2#/%H!J#AA#27$B! JYE SMITH
  • 30. kthxbai JYE SMITH Social Media Strategist, Switched On Media jye@switchedonmedia.com.au | @jyesmith | jyesmith.com | switchedonmedia.com.au Massive thanks to everyone who sent me a photo, or whos Facebook pro鍖le I ripped in from: Mandi Bates, Joel Pearson, Gem Crowley, Heather Snodgrass, Matt Chisholm, Scott Drummond, Karla Courtney, Julian Cole, Tim Longhurst, Lauren Cochrane And a very special thank you to Gavin Heaton (servantofchaos.com) for being awesome.