Advocacy marketing: What do you need to know when your target is Millennials?

Advocacy marketing: What do you need to know when your target is

Millennials?

Kerry Lyons, SVP/Marketing @LyonsDenMom

http://about.houseparty.com/?utm_source=hpcorp&utm_medium=slideshare&utm_campaign=millennial&utm_content=slide1

2© 2015 House Party, Inc.

Generations: Millennials: age 18-32

Gen X: age 33-49Baby Boomers: age 50-69

Matched control to advocates in gender, age and parental status

Surveyed 500 women from the general US population

(300+ Millennials)

Surveyed 1,900 female advocates from the House Party community

(400+ Millennials)

Brand advocates Control

Methodology

3© 2015 House Party, Inc.3

Millennial advocates are the social (media) butterflies of the social generation


Millennial advocates: 67% more likely to use Twitter

31% more likely to use Instagram and Pinterest

Millennial advocates are far more likely to have a presence on many social media sites

[On which of the following social media sites do you have a profile? Please check all that apply.]

0%

20%

40%

60%

80%

100% 93%81%

72%63% 61%

87%

62%

43% 48%56%

Millennial advocates Millennials


33% spend 3+ hours per day on Facebook (2.5x non-advocates)

Millennial brand advocates spend a ton of time on social media

[How much time do you spend on each social media site per day? Answer only for the social media sites on which you have a profile.]

20% or more spend 1+ hours per day on

Pinterest & Instagram(3x non-advocates)


Millennial advocates like/follow a ton of brands in social media

[In total, how many brands do you like, follow, etc. on social media sites? Best estimate is fine.]

Advocates Control

19 8Average brands followed in social media:


In some categories, the difference is dramatic

0%

10%

20%

30%

40%

50%

60%

70%

39%

46%

19%

36%

45%

59%62%

41%

59%

7% 9%4%

8% 10%

39% 41%

28%

47%

Categories where brands are liked/followed:


[In which of the following categories do you like, follow, etc. brands on social media sites? Please check all that apply.]


4x as likely to share recommendations2x as likely to receive recommendations

Millennial advocates consume and share more

in social media than their counterparts

[For which of the following reasons do you use social media? Please check all that apply.]

0%

20%

40%

60%

80%67%

61% 58% 59%

27%34%

15%25%

Reasons to use social media:



Millennial advocates promote brands more and in different ways than other Millennials


If the goal of a program is online advocacy and the target is Millennials, starting with advocates is particularly important

Millennial advocates recommend more often!

[In which of the following ways do you recommend brands, products or services? Please check all that apply.]

+25%+56%

Millennial advocates are 25% more likely to recommend in person

Millennial advocates are 56% more likely to

recommend online — on social sites, forums,

blogs, etc.


Millennial advocates are more likely to advocate across a variety of social channels

[Which of the following social media sites do you typically use to recommend brands, products or services? Please check all that apply.]


Trying the product drives more recommendations than any other factor

[How influential are each of the following in inspiring you to recommend brands, products or services? Please check all that apply.]

Tried

/use

d the p

roduct

Brand

I love

Offer, disc

ount, or p

romotion

Desire

to help oth

ers

Frien

d reco

mmended

it to

me

Brand’s

reputati

on

Personal

pride

Ratings

and re

views

Charitab

le

cause

Brand’s

advertisin

g0%

20%

40%

60%

80%

100%89% 88%

78%

67% 66% 64%

51% 51% 50%

39%

76%

66%

47% 47%39% 37%

15%

30%

51%

16%

Influential factors in inspiring a brand recommendation:



Across categories, Millennial advocates spread far more recommendations than their counterparts

[In which of the following categories do you typically recommend brands, products or services? Please check all that apply.]

Movies

Snack foods

Beauty (m

ass)Music

Lunch

and dinner foods

TV shows

Mass merch

andise st

ores

Household products

Grocery

stores

Crafts & hobbies

Dairy fo

ods

Health &

welln

essBooks

Breakfast

foods

Beauty (premium)

Board and card games

Quick se

rve re

staurants

Pizza deliv

ery

Drug stores

Pets products

Carbonated beverages

Home & garden

Non-carbonated beve

rages

Toys and games

Kids products

Spirits /

Liquor

Magazines

Wine

Beer

Video games

Pharma /

medical p

roducts

Other (please

specif

y)0%

20%

40%

60%

80%

71%

64% 64%62%

58% 58%56% 55% 54%

50% 49% 49% 49% 48% 47%44% 43% 43% 42% 41% 40% 40%

38% 38% 37% 36%32% 32%

30%

24%

19%

2%

56%

27%30%

47%

26%

38%

21%24%

21%

26%

16%

33%

44%

17%

25%

17%

10%

16%12%

32%

6%

18%

12% 12%

17%15%

11%15%

19%

12%

7%

2%

Categories where brand recommendations are made:



Millennials

Gen XBaby Boomers

14

Some categories are recommended by all generations; others differ by age

[In which of the following categories do you typically recommend brands, products or services? Please check all that apply.]

Group Age

Millennials 18-32

Gen X 33-49

Baby Boomers 50-69


Millennial advocates are significantly more likely to post online reviews

[At which of the following places, if any, do you post online reviews of brands, products, places, etc?]

0%

20%

40%

60%

80%

100%

80%

63%

44%37% 34% 34%

43%

29%

13% 15%

5%11%

Online review placement:


Company websites


Trying the product is by far the most influential way to drive a consumer to purchase

[To what extent do each of the following typically influence your purchase decisions?]

0%20%40%60%80%

100% 89%69% 60%

49%31%

73%

49%34%

20% 13%

Influential factors in your purchase decision:



1. Millennial advocates are more present and more active in social — 67% more use Twitter, and 31% more use Pinterest and Instagram

2. They out-share and out-discover their counterpartsA.In addition to giving them opportunities to share, you

must give them opportunities to learn!

3. Millennial advocates recommend more online and off. A.They recommend more across every social channel and

every product categoryB.They post more reviews on social media sites like Twitter

and retailer sites like Amazon

4. Trying the product and personal recommendations are the most influential factors in driving purchase

What did we learn?


Finding your Millennial advocates and giving them a great experience leads to…

of an In-Person ExperienceOnline

& Off

In Branding

& Sales

Deeper Engagement Stronger Advocacy Bigger Lifts

19© 2015 House Party, Inc. 19

If you want to activate your best Millennial advocates, give them the tools to try, share and recommend, online and

off

about.houseparty.com@HousePartyInc

http://about.houseparty.com/?utm_source=hpcorp&utm_medium=slideshare&utm_campaign=millennial&utm_content=slide19