Millennials haven’t ditched email for social, but that doesn’t mean you shouldn’t take advantage of social media. Marketers can reverse direct traffic back to their marketing campaigns from social media. There are several ways to do that but the most effective and focused way is through your current email subscriber list. Here’s how you’re going to do that: Include Social Sharing Icons Include social media icons in your email marketing campaigns to get recipients to share the campaign on their social network. This helps you drive more attention for your campaign and increase subscribers. However, for this to happen, you need to have a visually stunning and/or highly creative email campaign with very clear calls to action to share. Once you’ve set the call to action, activate that bar, graphic or icon as a link or social share trigger. For Millennials, never say something as hideous as “click here to share this email campaign,” which is the best way to date yourself as incredibly uncool. In addition to social sharing on multiple platforms, try focusing on one. And if you’re unsure about which social channel to choose, run an A/B test prompting a share with your two top guesses. This brings us to our next point: focusing on one network. Focus on One Network The thing that Millennials and the super successful and wealthy have in common is that they’re incredibly busy people. The successful 40-year-old executive may be focusing on growing her empire and raising her family, but the Millennial is just as lightening fast. The Millennial may already have a start up empire or they may be couch surfing on Airbnb. The point is that the nature of the Millennial is multi-faceted and hyper attentive, meaning they can filter through multiple streams of communication while juggling a handful of priorities. It’s this ability that’s made them so attractive to a workforce. However, for you this means that you’ve got to make communication as dead simple as possible. Golden Formula: Clear Calls to Action and Efficient One-Step Actions When it comes to email marketing, you can use the same strategy to get users to share your email marketing campaign. However, in this case you’re going to be laser focused on one getting them to share on a specific social network. This works for two reasons: (1) you’ve taken away from a decision they need to make, however small, that frees up more time for action, (2) you’ve made it really simple to move forward with action. As a rule, these two step protocols that gauge the level of efficiency in communication is a must-have vetting process for any communication piece you design for a Millennial audience. But it doesn’t just start and stop with Millennials. That 40 year old Generation X executive who is fluent in a Millennial’s world – and a part of it as well – will want the same level of clarity. And of course, as a last measure, ensure that you’re featuring email opt-ins on your social media network: Facebook, Twitter, and even Pinterest are great places to start widening the net for your subscriber list.
A close friend of mine, a Millennial, has spent the last four months seeking and securing an official ‘grown up’ job. While the process of her navigating uncharted waters was thoroughly nerve-wrecking, as it would be for any first timer, it was nonetheless very exciting for me. As a member of Generation X, here was my chance to see someone from Generation Y try to pair their lofty ideals about workplace expectations with the reality of work. It was the proverbial square peg in a round hole. What followed over the next few months surprised both of us. As a more seasoned member of the workforce, I saw how this Gen. Y gal had greater freedom in job opportunities. A fresh evolving market meant that, unlike the limited options I had ten years ago, she had more opportunity to pursue start-ups and other creative roles that weren’t available to me in the years before – in fact, that market didn’t exist. Four months well into her new career, I see this worker bee enjoy workplace flexibility, increased telecommuting opportunity, and the chance to really get her ideas heard and used. For all that creative freedom, she’s thriving (as are her employers, eager to have her youthful creative trendy eye). However, this Generation Y gal hadn’t expected work would be quite so difficult. The waking up early everyday, the commute, the having to actually wash your face and comb your hair part – these were all “grown up” responsibilities that her laissez-faire life hadn’t quite prepared her for. Here she fell into the Millennial stereotypes, best highlighted by Strategy+Business in a post called “Five Millennial Myths” – which at the end of the day isn’t a deal breaker; it’s just something Millennials need to adapt to like the rest of us. Her experience got me thinking about other Millennials and their employers – many of whom might find a disconnect in the generational gap. If there are three things you need to know about Millennials, this is it: The Millennial Employee Millennials are people-driven rather than title-driven. They are care about who they’ll be working with than the titles they have. In part, this works out perfectly for you: you’ll gain an employee that leans toward successful collaboration. They know how to be a team player and get the job done. On the down side, you’ve got an employee that might also only excel in team environments (and worse yet, only be capable of working with people they’re friendly with). So how do you go about allocating the immensely resourceful perspectives of Millennial should depend on what job you need them done? Start by assessing their disposition and preferences and then guiding them toward a role that best suits their needs. Millennials are worth the consideration. Millennials are also more likely to push for work-place change. They like efficiency and streamlined communications. A Millennial is likely to come in and see what could be rearranged so that you have a more effective business. However, Millennials also lack the grace and patience to work with older colleagues, which means that not everyone might be quite so eager for the changes. An article by Jeff Ousbourne, titled “Bad Reputation: Exploring Millennial Stereotypes” points out, the key is to push for evolution rather than revolution. This means rather than going after a complete workplace coup, Millenials should be encouraged to work with HR and trusted mentors to determine the best course of action their ideas. The Millennial Dress Code Previous generations believed in dressing for success. This meant a suit and tie for the gents and a skirt and blouse for the ladies. Some companies still think this way (add to it the ever-stuffy requirement to wear stockings). These companies are on their way out because how you dress (or require your employees to dress) is a reflection of where you’re at. If you’re still holding onto primitive dress codes, you haven’t looked up long enough to realize that today’s youngest start-up successes wear sneakers and a hoodie. Millennials get this. For Millennial thinkers, a suit and tie are symbols of a business environment that didn’t welcome out-of-the-box thinking. A more conservative dress code also means you’re probably not as experienced with a core demographic – meaning not only are you likely not a Millennial, but you also probably don’t understand this target market. So you don’t have to give a green light to sneakers and hoodies, but you do have to try and be a little more flexible in what you consider appropriate attire. The Millennial Smoke-Signal Millenials love to communicate. As avid tech users (with over 50% rather giving up their sense of smell than their smartphones), they’re on the go, accessible, and ready to engage. This means you can expect late night emails (working beyond just the 9-5), increased expectation of flexible work accommodations (because they do work beyond just 9-5), and alternate methods of communication. So instead of just a call or email, Millennials will also consider Facebook, text messages, and impromptu Face Time calls part of their core communications strategies. What this essentially means aside from the just-stated benefits, is that Millennials see their work as part of their lifestyle. There’s no clocking in or out for them, which means that you’re likely to have a more integrated and committed employee for the long haul.
Privacy has always been a sensitive issue in our internet-driven world. It has become even more of a hot button topic now that social media and mobile communications are so prevalent. While all the tweets, status updates and check-ins show that some consumers are perhaps a little too loose with their digital activities, there are still quite a few who are quite protective of their privacy. However, a new study shows that many consumers, millennials in particular, will gladly part with certain personal information when they are getting something in return. According to research conducted by mobile advertising agency JiWire, 53% of mobile Wi-Fi users will share location data in exchange for more content that is relevant and valuable. Of those up for playing the exchange game, 60% of users between the ages of 25 and 34 were amenable, while 58% of users 24 and under would part with personal info. In addition, the company’s data revealed that location-based sales and promotions were worth trading for among consumers within one mile of a retail store. Other consumers were willing to exchange personal details for directions, customer reviews, product information and other areas of interest. Getting Personal Information the Right Way JiWire’s recent study shows that more consumers are willing to give up personal information as long as there is something in it for them. This is certainly good to know, but since privacy is a such a big deal, marketers need to be very cautious about the data they request from their audience members. Email Address - In comparison to more sensitive details, the average consumer usually does not mind sharing their email address with a marketer. However, spam is a nuisance, so you still have some that may be a bit hesitant. Only request an email address from the members of your audience when you have a reason to contact them through this channel and can assure them that your communications will be worth their while. Credit Card Numbers - For some consumers, shopping online is just as common as shopping at retail stores out in the real world. However, the proliferation of scams and security exploits makes giving out this type of information a risky business. Requesting credit card numbers from your audience will instantly raise suspicions, so keep this limited to purchases and let your shopping cart do the asking. Identification Numbers Driver’s license numbers, social security numbers and other identification numbers are often more sensitive than credit card numbers. This is not hard to understand when considering that they are often at the center of identity theft. To be on the safe side, it is best to avoid requesting this information, especially when it has nothing to do with the business at hand. Even when the most valuable of content and incentives are on the line, there is just some personal information the consumer will not be willing to part with directly. Still, where there’s a will there’s a way, so learn what data is necessary to conduct your business, find out how to get it and never ask for too much.