Media Notes Canonical Online

Gen Z: Getting to Know the “Me Is We” Generation

As the more than 2.4 billion members of Gen Z mature, their unique value system is set to redefine marketing. Many of them have inherited the wisdom of Boomers, the independence of Gen X and the confidence of Millennials, while developing their own “me is we” worldview. Gen Zers see themselves as part of something greater. By accepting and uplifting others, they see themselves rising too.

Understanding what makes these individuals different is quickly becoming essential for marketers: Gen Z is already estimated to influence $143B in spending in the U.S. alone.

This article will focus on Gen Z members age 18–24, those with the most direct spending power, and look at how to effectively connect with this group by embracing its values around inclusivity, curiosity, reciprocity and global unity.

Advancing inclusivity

Gen Z often sees its diversity as an asset—this is the most diverse generation in US history, and its members like seeing representation beyond conventional constructs. In fact, 71% say they would like to see more diversity in advertising. Gen Z’s dedication to embracing all lifestyles influences how it expects to be represented in the media.

Here’s what diversity means to members of Gen Z, in their own words.

“It has to be authentic diversity, not just brand image.” 

“It’s a new world. Keep up with the times or get left behind. Everyone wants to and should be included.”  

“It’s not so much about representing women and men equally, but destroying our preconceptions of what […]

By |December 30th, 2019|Media Notes Canonical Online|Comments Off on Gen Z: Getting to Know the “Me Is We” Generation

Social Media ‘Likes’ Do Not Guarantee Customer Loyalty or Engagement Study Finds

Researchers say paying to boost content is a more viable business strategy.

In an article written by Christopher Maynard in Consumer Affairs according to researchers from Tulane University, “When we think of Facebook, we think of it as a very social platform. Most companies think that those social interactions will lead to more customer loyalty and more profitable customers,” said lead author Daniel Mochon. “That’s not necessarily the case. Customers rarely post on a brand’s page on their own and typically only see a fraction of a brand’s Facebook content unless they are targeted with paid advertising”

“Likes” do not guarantee engagement

The researchers tested their assertions by measuring consumers’ engagement with a wellness program called Discovery Vitality. Participants were able to earn program points by taking part in healthful behaviors like exercising. With this model, the researchers set out to see if people would try to earn more points if they liked the program’s Facebook page.

Invites to like the page and take a survey were sent out to one group, while those who were not invited acted as the control group. After four months, the researchers found no difference between the amount of reward points each group earned, suggesting that simply “liking” the page didn’t make much of a difference.

However, in phase two of the experiment, Vitality paid Facebook to display two of its posts to members who liked the page per week. After two months, those who liked the page earned 8% more reward points than the control group.

Boosting content appears to be more effective.

The researchers think the ads were effective because it boosted Vitality’s reach, ensuring that its content would reach participants’ timelines. They say […]

By |March 10th, 2017|Media Notes Canonical, Over The Shoulder Media, Social Now|Comments Off on Social Media ‘Likes’ Do Not Guarantee Customer Loyalty or Engagement Study Finds

10 Fundamental Principles For Social Marketing

The 10 fundamental principles for social media marketing:

1. Social Media is not a strategy. Social media is interaction. It’s a channel, a tool that can be used for many things like email, video conferencing technology or a CRM system or in-person meetings. Social is most effective when integrated with other parts of the business to support a business strategy.

2. Social strategists are coaches. A mature social team crafts the strategy, provides a technology foundation, guide- lines and coaching to enable multiple groups in the organi- zation to be active in social media. If the social media is the only one participating in the conversation, you are doing something wrong.

3. Social Media is changing fast. Some have no idea what Foursquare is. Many use Insta- gram & Vine more than Face- book and Email. AOL for the young is history. Be aware of social network and style preferences for each of your target audiences. Be adaptive.

4. Social media marketing will go away. Soon. Why? Because everything will be social or will have an aspect of social. Every good marketer must have social media skills and experience. Just like every well rounded marketer requires knowledge of SEO, web technologies or digital marketing. It’s just marketing.

5. There is no social media ROI. The exact value of a Facebook like or a Twitter follower is zero, at least until you come up with an integrated plan to engage fans and create value. If you are measuring ROI for social media activities you are doing some- thing wrong. You must measure the contribution of social media tools and tactics to greater […]

By |May 30th, 2014|Social Now|Comments Off on 10 Fundamental Principles For Social Marketing

Advanced Television (May 30, 2014)

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By |May 30th, 2014|Advanced Television|Comments Off on Advanced Television (May 30, 2014)

Media Notes Canonical Issue 717 (May 30, 2014)

Media Notes Canonical 052814

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By |May 30th, 2014|Media Notes Canonical Online|Comments Off on Media Notes Canonical Issue 717 (May 30, 2014)