Lazy. Unmotivated. Self-absorbed. These are just a few of the buzz words that have been used to describe the Millenial generation. From their excessive use of social media to their nomadic philosophy on employment, companies are finding it hard to engage and harness this up and coming generation. The solution? It’s time to get personal.
Whether you like it or not, Millennials are entering their peak spending years. From job hunting to vacation planning, this generation is turning to the web to get recommendations and gain insight on products and services. Millennials often go online to find recommendations from friends and peers before trusting corporate advertising. According to the Boston Consulting Group, “Millennials are far more engaged than non-Millennials in rating products and services and uploading videos, images, and blog entries on the web.” Millennials are also likely to rate products on-the-go via mobile devices or Facebook applications. Companies like Yahoo! Local, Yelp, and Angie’s List are increasing in popularity as Millenials get older. In fact, TripAdvisor recently secured their spot as the world’s largest travel site after implementing mobile and social tools. (Sparkloft Media) The site carries so much weight that 53% of visitors will not book a hotel if they do not display a profile on TripAdvisor. Imagine the volume of potential customers lost just by lack of participation in one social platform!
As Millenials emerge as the new consumer base, it is no longer an option to opt out of participation in social channels on the web. Remember that Millenials feel validated when their posts are liked and organizations engage them. Make it easy for them to refer others to your business. For example, Facebook has a recommendations section, which makes it simple to encourage your users to write a review the second they like your page. Millenials seek instant gratification, so the less difficult you make it, the more likely you will be to get a recommendation. If you are in a goods/services industry, be sure to have a presence on review sites like Angie’s List, Yelp, and Foursquare. Once consumers write a recommendation, be sure to recognize them. If the review is positive, thank them for their business and reference something positive. If their review is negative, be sure to cite the issue and try to find a resolution in a non-confrontational way.
As always, use your analytics to see how you can best engage your customers. If you want to learn more about how to do this, check out Lauren’s blog on measuring engagement with Facebook Insights.
Have more thoughts on how to engage the Millenial Consumer? Let us know below!