October 23, 2014 LIVINGSTON, NJ
Reaching Millennials Where They Live: #Mobile The Branding Challenge for Employers in the Millennial Age NJ IABC
About LDS 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 peoplecentric solutions.
LDS is a strategy and business solutions consulting firm that envisions and designs emerging business ecosystems.
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We work with market leaders, across many industries 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
United States Department of the Treasury
We have long-standing client partnerships that span years, through cycles of business change, innovation, and technology advancements
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What do we know about Millennials in the workforce?
Employee demographics are changing
50%
43%
40%
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
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Mobile use and adoption has exploded globally…
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)
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…and in the US US Smartphone Ownership
83%
Millennials (8-34) (92M people)
74%
Gen X (35-49) (46M people)
Baby Boomers (50-68)
49%
(80M people)
0%
25%
50%
75%
100%
Source: Pew Research, 1/9/14
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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
Enterprise communicators that want space on users’ home screens must understand that employees are influenced by consumer experience. ©2014 Confidential and Proprietary
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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
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Users spend an hour a day on their smartphone…
Source: Experian Marketing Services
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… 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
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Mobile is often the first point of contact
Fast Immediate
91% of users keep their mobile device within arm’s reach 100% of the time
Reach
Intimate
Personal
Familiar
Source: InformationWeek
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Millennials can be viewed through multiple lenses Worker Arrangements
Location Full time Part time Freelance/contractor Job share
Multiple locations Global Field workers Remote
Technology Experience Blurred work boundaries Comfort with social tools Consume / create in snippets Media options / overload
Communication Experience Technologically savvy Consumer-grade expectations BYOD
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…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
We need to meet the Millennials where they live and work—on their mobile devices, with consumer-quality experiences.
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The mobile experience for Millennials—and everyone else
Utilize the inherent capabilities of mobile
Text
Web access
GPS
Photography
Videography
Pinch / zoom
Accelerometer
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Example: Location-based
• Office locations / personalized • Services: conference rooms, lunch menu, office products • Map / beacons (find conference room, printer, gym) • What’s going on near you (pushout announcements)
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Example: Social
• Best practices, stories, events • Social culture • Easy-to-share content • Share, comment, rate, follow, post
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Example: Task-based
• Meaningful • Discrete • Easy to complete, in short bursts • Timely and relevant
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Mobile Strategy is a Must Putting it all on mobile without a clear rationale is not a mobile strategy.
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At the very least, need to determine approach
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
The experience must be scalable over time and rationalized with other channels/devices (e.g., work PC, work kiosk, home PC, tablets).
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Best practices for defining mobile strategy A 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.
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Thank You + Susan Willett
[email protected]
200 Park Avenue Suite 210 Florham Park, New Jersey 07032 973.210.6300 www.lds.com
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