HuStream - Engaging Gen Y: Talking To The 'Net' Generation

8/9/2019 HuStream - Engaging Gen Y: Talking To The 'Net' Generation

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Talking to the next generation

Video Anyone?

Peter Matejcek

Gen X¶er & Founder of

HuStream Technologies.

Creating Conversations Not Commercials



PLEASE DO THIS!

The Conversational Presentation Style

If you have a quick question, please ask!



Who¶s coming behind you«

I want it now!!!!!!



Slide 3

LS1 Peter Matejcek, 4/22/2010



2015 ± Age Pyramid

By 2018, Millennials, by this definition, will be 100 millionstrong and they will all be old enough to vote. Even taking

citizenship into account, there will still be 90 million

citizen-eligible Millennial voters.

Source: Pew Gen Next, 2006



The Millennial

Attention Span« too late. Millennials (Gen Y) born in 1982 or later , and in some cases they

have never known the world without the internet!

Computers aren¶t technology

Remember when you got a cordless telephone?

Younger generation is drawn to interactive input/output devices

as a result of frantic pace of innovation. ³Here is my new cell

phone go figure it out´.

They must try things. The digital world, failure is not costly. Just

start again or reboot. Multitask ± they can talk to you and text at the same time.



Characteristics of Generations

Source: Culture of Future, 2010



Gen X

The generation after Boomers, called Gen X, rebelled against the larger-than-life lifestyle and turned to simpler , smaller ways of living with a

focus on the pleasures of family, community and socialization.

While the Boomers found endless satisfaction through the pressures of

competitive consumption, Gen Xers turned to music, art, design and the

enjoyment of socialized communal creativity.

Gen X is known for their cynicism. It¶s this rebellious nature that has

helped bring change forward.



Gen Y

Gen Y and younger are embracing, sharing and giving throughcreative community engagements and experiences.

Gen Y expect great treatment as they enter the work force.

³What do you mean you don¶t have a cell phone plan for me and I

can¶t ski on Mondays and work at 2:00 am?????´

Gen Y is open to multiple access points of change.



How to communicate & engage

It¶s all about communication, if you want to communicate properly you mustknow first who you are talking to.

Use VIDEO!!! Hang on I will tell you why..

Engagement is the key to the message«..Fragmented minds

At work and at play, information-overload is here to stay. We¶ve never beenquicker to skim, skip, filter and tune-out.

Passive V.S. Active

Question ³How many of you have cut cable and are purely online?´

Be real, Millennial¶s value authenticity



Who¶s Watching Video Anyway?

Looks Like Everyone ± Video reaches all major age

groups online with more than

half of unique viewers (5%)

over the age of 35 in Q4

2009. The video audience is

slightly younger than the total

internet audience where 53% of unique visitors are over

the age of 35.

± On the outer ring it is shown

that the youger audience

(under 35) disproportionately

consues more videos,

accounting for 58% of allvideos consumed



The Shift to Video has begun

YouTube Acquired by Google for $1.65Bno Oct 2006 - Opens minds to the power of video

TV to experience rebirth similar to Print Media

o TV/Cable is shifting to the Web.

o Major driver for online video consumption

o TV loses 1m viewers - Early Warning Signo Both a Generational Shift & a chance to reinvent the

experience



The Rationale for Video

Computers get Personableo We crave REAL human experiences

o Tech capabilities rise as costs of delivery/production fall

o Interactivity enhances engagement value of video

Video is simply more humano 55% Body Language

o 38% Voice/Tone

o 7% Words

Boundaries Blur - B2C/B2B Expectations Convergeo Business and Consumers - Both are simply PEOPLE

o Email / Blackberries / iPhones (Always on)

o We are human at work, at home or at playo Video appeals to humans at work or at play



The Shift to Persona Marketing

New Levels of Audiences Fragmentationo Targeting/Communication has become much harder

Expectations vary for Boomers, Gen X & Gen Y

In addition to classic niche/industry based segmentationchallenges

Video Allows You to Talk to Many Viewers

o Persona Based Marketing (5th P)

Beyond Product, Place Price Promotion (old school)

Match Persona to your audience (style, content)

Style Changes Everything

o Short, real, interactive, authentic, engaging

Web-based video has proved to be a highly effectivemedium in this connected age because 93% of communication is based on visual cues

Video Interactivity - aka Conversational Video



Translating Video into Numbers

Audience up 2008 to 2009

o 70% increase in web video consumption

o Content rising dramatically +1200 years of new video/year

Engagement times; Video Vs. Text-only

o 6 mins vs 57 seconds

Conversions rates; Video Vs. Text-only

o 12% increase

Typical Hulu User Watchedo 2.4 hours of video

o TV episodes & movies add to funny clips, but the clips are still top

YouTube Dominates Online Video

o 42.5% of US videos viewed in Feb werehosted by Google sites

o The average YouTube viewer watched89.5 videos

174m Americans (or 83.1% of OnlinePopulation)

o Watched online video in Feb (viacomScore, 2010)

Influential in Product Purchase

o In a survey by Eccolo Media, 76% of respondents found videoto be moderately, very or extremely influential, while 49% watched video while inconsideration of productpurchase.

Videos is 2nd to Word of Mouth

o Studies by MarketingSherpaconclude that online video isonly second to word-of-mouthfor its ability to influencedecision makers in every stageof the consideration andpurchase cycle



Simple Lessons for Effective Video

Plan for the Long Haul

o Expect to make a series of videos. Learn as you go

Keep it Real

o Treat the camera a real person. No jargon. It will improve believability and save you fromfrom being Tuned-Out

Let your Internal Talent Emerge

o You will find your internal video stars.

Bandwidth & Performance Mattero Attention is precious. Don¶t Make your audience wait.

Direct Individual Messages to Specific Persona

o Talk to individuals and not a crowd. Talk to buyers directly. Ask questions. Make it adialog not a monolog

Get Help to Get you Started

o Bring in experts to help you learn the ropes

Dont Control Your Content

o Let your message free. Release your content out through multiple channels

Video is a New Medium

o Take time to appreciate it. Watch lots of video. Going visual provides many new options.Don¶t try them all at once.



So how does HuStream do it?

HuStreams 1:1 Conversational Video solution mixes human psychology,video wizardry and web-based technology to redefine viewerengagement for a near human experience.

1:1 Video empowers your viewers to choose their own personal fast track to relevant information, keeping them engaged.

Lets take a look at how to talk to a 18-22 year old about their college:http://www.douglas.bc.ca/services/video-tour.html

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HuStream - Engaging Gen Y: Talking To The 'Net' Generation