Today, we welcome Sharalyn Hartwell to “The Works.” Sharalyn is the Executive Director, Magid Generational Strategies at Frank N. Magid Associates. TeamWorks Media partners with “Magid” (as we call them) to offer compelling insights on consumer behavior that can help us lead to winning strategies and help our clients achieve their goals. I’ve invited Sharalyn to offer some insights, specifically in the university development space, on top-level trends and understanding the all-important young alumni base, also known as the Millennial generation.
JS: What trends are you seeing as it relates to connecting with Millennials and how they are consuming media and how it might apply to a university trying to engage one of their young alums?
SH: The biggest thing with Millennials is more so about the pattern of media consumption than the platform. It’s not so much about connecting with them at specific time on a specific day. Previous generations had more predictable media consumption habits. We all know the Baby Boomers were more apt to get the paper in the morning at 7 a.m. and watch the six o’clock news at night and they still follow many of those habits, but Millennials are always accessing information.
The first step for all universities is understanding they are always consuming media and the primary reason is their mobile device. A large percentage of them actually sleep with their cell phones so it creates more opportunities for schools to connect with them.
JS: What platforms – either device and/or section of social media – are Millennials consuming media with that should cause folks trying to connect with them to serve notice?
SH: Mobile is key. We’re seeing significant shifts of both online media AND social media consumption from the laptop or desktop to the mobile device. You have to understand the changes in the mobile device to appreciate why that is happening. The phone capabilities have obviously gotten much better for this consumption. Among Millennials, smart phone penetration is nearly 75% while Millennial tablet (ex – IPad) penetration is over 50% and approaching two-thirds.
As far as specific social platforms, we’re seeing pretty steady holdings for the big ones – Facebook and Twitter – but we are seeing a rise in consumption on the niche social media platforms. Universities must realize that the Millennials aren’t just looking for content to consume, they are looking to make connections with either the provider of the content or other like-minded people who are enjoying the same content.
One thing we’re seeing with Magid’s Propietary Insights is the strength of Google+. It’s often criticized in the media and an afterthought in the social media conversation, but we’re seeing the people who do use it are extremely happy with and very engaged with it to use it both for consuming information and creating connections with brands.
JS: What is it about Google+ that is creating a successful formula to connect with Millennials?
SH: From a macro perspective, I believe it is the customizable nature of it. The whole premise of it is that you create a customized circle of people and information. Granted, you can customize on Twitter and other platforms, but the customization is central to what Google+ is, specifically creating multiple shares of content and content shares so you can ensure you get what you want and direct it where you want it.
JS: While we get mobile and tablets are connecting with Millennnials, are there platforms or trends that you are seeing that might surprise people?
SH: You have to understand the changing landscape of the evolving digital home. The growth of smart TVs or connected TVs (ex – standard monitor connected to Xbox, or Rokku or Apple TV) is increasingly web-based. Understanding how this is impacting media consumption, whether it is a film or a show, is something to pay attention to.
Also, the increase in ap-based content is interesting as well. Apple promotes they have more than 300,000 aps that address anything you can think of. We’re seeing companies starting to leverage this more, like Disney, who is creating “ap-isodes.” You buy the ap and you’ll get episodes of new, fresh content.
People are still experimenting and figuring it out and it might be something for universities to think about.
JS: As we wrap up our conversation on communication platforms and connecting with Millennials, are there any other points you’d like to cover?
SH: You recommended in your last blog post that universities rethink how they “bring back” alumni and foster interactions and this included online platforms. I would caution universities on the knee-jerk reaction that millennials, while connected, only want to engage online or mobile. Do NOT forget the value of in-person interaction. Whether that is alumni clubs across the country or events on campus, millennials are inherently social creatures.
At the risk of generalizing, they are dialed-in to the digital world, they highly value face-to-face interaction. While you may be best to connect with them on mobile, ultimately it is a communication touch point to potentially get them to an event that they would be interested in.
JS: Final communication platform question. Help us with understanding where the line is in terms of communicating with Millennials. Let’s talk about texting. What should a university know about the do’s and don’ts?
SH: I’m going to talk about the larger Millennial demographic and not just from a university perspective. What we’ve seen is that Millennnials are more open to text-based interactions with brands, but it is still not the overwhelming way they want to communicate. It’s such a personalized thing to be invited in to their space, much like other generations. I would urge anyone even looking at that to look at it very much as an opt-in experience. Email is still a communication platform, from a brand communication standpoint, that is preferred.
JS: Thanks Sharalynn. I think our audience will find this information very helpful and it will likely spur some great questions.
In my next post, Sharalyn weighs in on messaging and some of the core essentials from a university perspective of how they should consider framing their message to best connect with this important alumni base.