Webinar sponsored by Empathica discussing how the financial services industry can leverage great experiences to better engage with the Millennial generation
Find a great Infographic summary of some of the research here http://forewardsapp.com/blog/influence-millenials-drive-customer-referrals/
5. MILLENNIALS: HOW THEY…
• Connect to brands
• Shape their opinions about products & companies
• Use technology to build their networks & share
information
• Make purchasing decisions
• Are influenced and influence others
6. JUST THE FACTS
• Millennials are the largest, most diverse, educated &
influential shoppers on the planet
• Positioned to be the wealthiest generation to date
• >1.7 billion people on earth are 15 -30 yrs of age*
• By 2015 in the US, annual spending >2.45Trillion/yr**
• By 2018 in US, projected income will be $3.4 Trillion/yr –
Surpassing Baby Boomer income**
• Millennial women represent a $54B marketing
opportunity, surpassing baby-boomers in consumer
package goods spending***
• Have influence over their Baby Boomer parents choices &
will inherent that money
Sources: *CIA World Factbook **Javelin Strategy & Research Study ***IRI study
7. MILLENNIALS:
RANGE OF LIFE STAGES & MILESTONES
• From adolescence to adulthood
• From high school to college or workforce
• From single to married to parents or just single
• The avg age of a new mom is 25
8. MILLENNIALS:
LIVED THROUGH MANY LIFE-DEFINING EVENTS
• 2004 Southeast Asian Tsunami
• Hurricane Katrina
• 2008 Sichuan (China) Earthquake
• 9/11 I’ve seen
a lot
• The Great Recession- Banks, in my
Insurance And Real Estate short life
• The Facebook Revolution
9. BRANDS:
A FORM OF SELF-EXPRESSION
• Strong sense of brand awareness
• More the brand fits into their lifestyle, the more
inclined to personally identify with brand
• 86% share their brand preferences online with their
social networks
• Strong sense of brand loyalty
• When they find a brand they like, 70% keep coming
back
• After a bad experience? Extremely difficult to win
them back
*Edelman The 8095 Exchange Study
10. EXPRESSING SUPPORT FOR A BRAND IS A
PERSONAL STATEMENT
The Brand’s
• Authenticity What matters most to Millennials?
• Integrity
• Ability to deliver
• It’s deeper than for other demographics, because the
online expression of support for a brand is a permanent,
personal reflection of Millennials’ values
• It comes down to trust
• Access to online information increases/decrease that trust
• Prefer to do their own research online vs. read/believe a
brochure from a company
• THIS IS WHY SOCIAL MEDIA MATTERS TO BUSINESS
QUESTION: What’s being said about your company online?
11. MILLENNIALS:
HOW THEY SHAPE THEIR OPINIONS ABOUT
PRODUCTS & COMPANIES
• A company’s reputation can
matter as much as the
performance of its products*
• 34% bought from a brand
because of the social or
political values of the company
• 90% tell their family & friends
NOT to purchase the
company’s products when they
lose trust or respect for a brand
*Source: Pew Research survey
12. MILLENNIALS:
WHY THEY PURCHASE
• 55% said price was most
important reason
• But price is the least important
in building their trust*
• 33% looked for brands who made a positive
• 30% cared more about product impact on the world
quality • Civically minded, propensity to combine
belief with action
• 20% cared more about the • 80% donate time to non-profit causes;
range of products offered believe companies should implement
employee volunteer programs
• Look for brand’s social & environmental
commitment when deciding where to shop
& recommend its offerings
• More likely to switch banks based on their
charitable investments**
Source: *Pew Research Survey **Deloitte Banking Study
13. MILLENNIALS: WHO THEY TRUST FOR BRAND
AND PRODUCT RECOMMENDATIONS
• Information is a Key To What Influences Millennials
• They look to:
• Family- 2x more likely than any other generation to use family counsel
as the most influential factor in making choices around money
• Friends
• Bloggers that document their personal experiences with products
• Consumers who write real reviews
• Why?
• Because these groups already have personal experience with the
products or brands
14. MILLENNIALS:
SOCIAL NETWORKS & TECHNOLOGY ARE THEIR LIFE*
• 75% created a profile on a social networking site
• 55% visit those sites once/day
• 60% connect to the Internet wirelessly when they are away
from work or home
• 88% text each other
• 74% new technology makes their life easier
• 50% use it to be closer to their friends
• 65% are disconnected one hour or less a day
*Pew Research survey
15.
16. MILLENNIALS: TAKING ACTION IS A CORE VALUE
• 70% recommend their favorite brands to
family and friends
• 47% write about good online experience
• 40% have criticized a brand on a social
network
• 70% would create a video and post it
online or write a review about their
experience with a company
• 20% have posted a video about
themselves on line
They key for brands? Inspire action
17. MILLENNIALS: THEY SHARE THE GOOD & THE BAD
If a Millennial has a problem with a company, instead of calling
customer service
• They text 5 friends and share
their frustration on Facebook
• The friends share the story with
their peer groups
• Friends comment on the
incident and share their own
stories of disappointment
• A single event has spread like Source: http://www.sodahead.com
wildfire
When seeking customer service on an issue, <10% would call customer service.
18. MILLENNIALS: WORD-OF-MOUTH IS A MAINSTAY
“Focus on making an excellent product.
If you do, then all of your marketing will
be true and most of the marketing will be
done by us.
We are all looking for great products and
brands to share with our friends.
The best way to help us spread the word
is by first creating a great product.”
20. BANKS: 2011 GLOBAL BANKING SURVEY:
A NEW ERA OF CUSTOMER EXPECTATION
Source: Ernst & Young Study of 20,500 participants
21. BANKS: HOW DO THEY STACK UP MILLENNIALS?
• 30% have 20-40%
Millennials as customers
• 31% have a Millennial
Strategy
• 37% had no Social
Media Strategy
• 63% said they planned
to do something with
Social Media
*Source: Oracle Financial Services Study
22. MILLENNIALS: THEIR VIEWS ON MONEY
• Millennials generally: Because Baby Boomers are drawing
• Love to spend from their savings, to generate revenue
• Don’t have long-term Banks need to reach out to Millennials
investment plans
• Most popular banking products
are credit, debt cards, loans
(school and mortgage)
• Mobile banking is a preferred
banking channel
• Want assistance to manage
their money
• Recommend their banks to
family & friends
*Source: Oracle Financial Services Study
23. BANKS NEED A NEW WAY TO APPEAL TO CUSTOMERS
The old playbook is out
• Millennials don’t have to
rely on product marketing
information
• Banks need to understand where
• They can tap the whole they fit into Millennials lives
world of data to make • Banks must find different ways to
purchase decisions communicate with Millennials,
directly and indirectly through
their social networks, colleagues
and influencers…
24. MILLENNIALS:
WANT HELP REACHING THEIR PERSONAL GOALS
• They pay attention to brands that impact their goals
• Affording house, buying a car, raising children, going to school…
• Are financially guarded; generally have conservative asset plan allocation
May be due to:
• Life-defining events they have witnessed
• Have more access to financial information
than predecessors at similar life stages
• Don’t feel they have enough financial
education to manage their investments
• Bank’s products & services seem complex
Source: Deloitte Study
25. RECOMMENDATIONS
Step 1: Accept the Millennial Generation
Don’t say, “In a few years they will be like us…”
Millennials are…
• On the leading edge of trends that they & older generations follow
• Online banking
• Resistance to traditional marketing
• Concern for the environment
Strategies that effectively meet the needs of Millennials provide
benefits for other demographics
*Source: Deloitte Financial Services Study
28. RECOMMENDATIONS
Step 2: Customer Experience Channels– Integrate Them Well
• Conduct customer experience – day in the life of – studies of your
channels
• The trend is to move from just branches: offer: the branch store, the
online store, mobile store, face-to-face & social networking store
• Combine store experiences in the same transaction: research in one
place, educate themselves in another, purchase in another…
• Make it easy to navigate / switch channels
• Provide a consistent customer experience across all channels
*Source: Deloitte Financial Services Study
29. EXAMPLE:
ING DIRECT
Created Drop-in
Café’s in LA, NYC,
Philly, Wilmington
• Focused on networking and learning
• Branches became a social networking venue where friends & family
gather, even if they aren’t make a financial transaction
• Once Millennials developed a relationship with the bank, they were
more likely to do banking there
30. EXAMPLE: CAPITAL ONE
• Opened a branch in Manhattan
• Shares the space with
Starbucks
• Convert loose change in the
bank’s bean counter machine
to get a coffee
• Coffee drinkers can enjoy Starbucks, watch the news on a TV
and then go do a financial transaction with a Capital One Advisor
• A bank becomes a place to linger, talk, socialize and bank
31. RECOMMENDATIONS
Step 3: Marketing As Education vs. Telling
• Millennials lived in an information-intensive, connected world
• Move from product marketing to relationship marketing
• Provide practical information to build relationships
• They are skeptical of traditional advertising; rely more on the
advice of friends and family
• Create blogger outreach programs to influential Millennials
• Always better to have the voice of the customer provide testimonials for this group
*Source: Deloitte Financial Services Study
32. EXAMPLE:
ROYAL BANK OF CANADA
• Created a contest with User-
Generated Content
• Grand prize: $5,000 for best picture
• How $1,000 would improve student life
• Go to RBC’s Facebook Fanpage
• Download and print an Arbie template
• Find photo opportunities to show Arbie
how $1,000 would improve their student
life
• Learning to surf
• Travelling to Europe
• Buying a 30” computer monitor
• Upload the pictures and vote!
33. EXAMPLE:
ROYAL BANK OF CANADA
Leverages social media
• Community Manager
• RBC Advice Center on
Facebook
• iPad Educational App
• Mobile App Information
• Daily Advice Game…
34. EXAMPLE:
ROYAL BANK OF CANADA
Leverages social media with
an RBC Advice Center on Facebook
35. RECOMMENDATIONS
Step 4: Make Products Simple
• Millennials prefer simple, practical, affordable banking services
• Show you understand they are just starting their financial lives
• Use social interactions to draw attention to products
• Appeal to doing good things
*Source: Deloitte Financial Services Study
37. EXAMPLE:
ROYAL BANK OF CANADA
Education about Learning Money app for iPad on Facebook page
38. EXAMPLE:
ROYAL BANK OF CANADA
• Sponsored Filmmakers Competition
• Helped made dreams come true
39. EXAMPLE: SUN TRUST
• Campaign: Seeing Beyond The Money
• Actively support organizations and activities that
share our commitment to enriching and strengthening
the communities in which we live.
EXAMPLE: WACHOVIA
• Central Piedmont Community College (CPCC)
received a $250,000 grant
• Provide retraining and counseling for displaced
professional and paraprofessional workers.
40. How to Engage Millennials for Financial
Services through Social Media
Dr. Gary Edwards
Chief Customer Officer
Empathica
June 28, 2012
57. Thank You
Gary Edwards
Chief Customer Officer
gedwards@empathica.com
Contact us to Learn More
http://www.empathica.com/industries/banking-insurance/
View Recorded Webinar
http://cem.empathica.com/Web-WB-BDI-Banking-Webinar