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Why Gen-Y will be your perfect Brand Evangelist

Gen-Y-just-loves-facebook-and-social-mediaAccording to a newer study from L2, Generation Y or also called Millenials are the consumer Group to watch out for, when trying to convince and to engage them to interact with your brand, make or model.

As the study revealed 81% of affluent Gen-Y consumer opening and checking their status on Facebook each day. On the other site 45% are reading at least one blog or newspaper content and 41% watch television daily. Taking a closer look how the Gen-Y affluents connect with brands, the study reveals more than 80% of female Gen-Y's do that through social media, comparing it to just 63% of the male Gen-Y affluents. Most likely the action for these Millenials to follow or like a brand will be triggered by special online offers or promotions a company is displaying.

Here again: more female (38%) than male (28%) will decide to give it a try and follow. Because Facebook is just in such a dominating position, do not attempt as a business or marketer to neglect your micro-blogging endeavor. Twitter for example is still up and coming and 1 out of 4 Millenials checked their status, responses, direct messages and name mentioning in the last 24 hours.

Who are actually these "affluent" Gen-Y's? Why should we have them in our scope and building a possible Marketing strategy around them?

The average affluent Gen-Y consumer is around the 27 year old bracket. Income is approximately at the $100,000 per year range, which will definitely double by the age of early 30's. 75% of the focus group in this study mentioned their "somewhat affinity" to a brand in which 43% of them admitted of "following some good brands" and 32% of these participants even had "a brand crush", which made them follow a brand. The most interesting part here: 12% considered themselves "brand devotees" or as I would state "HERE ARE YOUR BRAND EVANGELISTS - locate them, target them with special offers and perks, and you'll create your own self-sustaining "referral marketing department".

What else was found during L2's study?

Facebook seems to be the "Holy Grail" for these Millenials because fundamentals reveal

  • more than 50% say that their attitudes towards a brand was shaped through Facebook
  • 54% of them clicked "LIKE" on a brand fan page in previous month
  • 38% have posted a comment in the previous month
  • 30% shared the brand they followed with their network (love this WOM number)

Video content as second "holy oracle", short behind Social Networking

No doubt, watching and sharing video content is a daily task for Gen-Y's. According to the numbers

  • 56% watched a video on YouTube the previous 24 hours
  • Hulu videos or shows were downloaded and watched by 19%
  • 13% used a mobile device to watch a video
  • and 21% found a different video source other than YouTube and Hulu.

So when all these numbers reveal how "video hooked" and addicted Millenials are, why not calling out for creative video contests, featuring your brand, make or model? Just make sure that the channel is checked "non-public" at the time the creative results will be submitted. Reason is too avoid to have material suddenly posted which will compromise your product or displays content not suited for business purposes. Trust me on this - according to my German proverb: TRUST IS GOOD - CONTROL IS BETTER.

In case you have already tried to focus on certain age groups, like Gen-Y, Gen-X and Baby Boomers and may have run a campaign, what did you see and conclude out of the campaign? Please feel free to comment and share your insights.

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