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LIVINGSTON, NJ
The Branding Challenge for Employers in the Millennial Age
NJ IABC
Reaching Millennials Where They Live: #Mobile
October 23, 2014
©2014 Confidential and Proprietary
About LDS
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We are hired by market leaders to bring deep best practices and best-of-breed expertise to create and deliver enterprise online solutions.
We enable our client’s most important relationships to occur successfully online, delivering significant business performance and breakthrough innovation value.
From corporate communication and human capital management, to partner integration and realizing the extended enterprise, to customer acquisition and management in emerging lifecycle models– we move critical business strategy and operations online with people-centric solutions.
LDS isa strategy and businesssolutions consulting firm that envisions and designs emerging business ecosystems.
©2014 Confidential and Proprietary
We work with market leaders, across many industries
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Our work has dramatically improved the way some of the finest corporations in the world operate
LDS clients occupy the C-suite: Communications Human Resources Shared Services Marketing Operations In partnership with IT
We have long-standing client partnerships that span years, through cycles of business change, innovation, and technology advancements
United States Department of the Treasury
What do we know about Millennials in the workforce?
©2014 Confidential and Proprietary
Employee demographics are changing
50%
Millennials in US workforce by
2020
Remote workers in US workforce
by 2016
Freelance/ contractors in US workforce by 2020
Source: Pew Research Source: Forrester Research Source: Intuit
43% 40%
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©2014 Confidential and Proprietary
Mobile use and adoption has exploded globally…
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The “modern smartphone era” now 7 years old (iPhone was introduced June 21, 2007)
6% of the global population owns a tablet 20% own PCs 27% use smartphones (1.9 billion smartphones)
©2014 Confidential and Proprietary
…and in the US
Baby Boomers (50-68)
Gen X (35-49)
Millennials (8-34)
0% 25% 50% 75% 100%
49%
74%
83%
US Smartphone Ownership
Source: Pew Research, 1/9/14
(92M people)
(46M people)
(80M people)
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©2014 Confidential and Proprietary
Consumer trends lead, enterprise follows
Business-owned tablets will account
for only 18% of market in 2017.
Smartphones and tablets are personal
(consumer) devices, first.
‒ Adapted to enterprise use via BYOD
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Enterprise communicators that want space on users’ home screens must
understand that employees are influenced by consumer experience.
©2014 Confidential and Proprietary
Business apps are proliferating
One year ago there were 90 companies in the mobile enterprise landscape
Today that’s more than doubled, especially within industry and functional verticals
Source: Emergence Capital Partners
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©2014 Confidential and Proprietary
Users spend an hour a day on their smartphone…
Source: Experian Marketing Services
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©2014 Confidential and Proprietary
… often in many quick sessions
Users interact with their smartphones between 10 and 200 times a day.
Mean session length: 10 seconds to 4 minutes
Nearly 90% of interactions include only one application
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©2014 Confidential and Proprietary
Mobile is often the first point of contact
91% of users keep their mobile device within arm’s reach 100% of the time
Intimate
FamiliarPersonal
Reach
Imm
edia
te
Fast
Source: InformationWeek
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©2014 Confidential and Proprietary
Millennials can be viewed through multiple lenses
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LocationWorker Arrangements
Communication Experience
Technology Experience
Blurred work boundaries Comfort with social tools Consume / create in snippets Media options / overload
Multiple locations Global Field workers Remote
Full time Part time Freelance/contractor Job share
Technologically savvy Consumer-grade
expectations BYOD
©2014 Confidential and Proprietary
…and communicators need to deliver across all media and experiences
Consumer-grade
Relevant
Useful
Seamless
Consistently brand-aligned‒ Content
‒ Visuals
‒ Experience
Culturally meaningful
Supports participation
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We need to meet the Millennials where
they live and work—on their mobile
devices, with consumer-quality
experiences.
The mobile experience for Millennials—and everyone else
©2014 Confidential and Proprietary
Utilize the inherent capabilities of mobile
Text
Web access
GPS
Photography
Videography
Pinch / zoom
Accelerometer
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©2014 Confidential and Proprietary
Example: Location-based
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• Office locations / personalized
• Services: conference rooms, lunch menu, office products
• Map / beacons (find conference room, printer, gym)
• What’s going on near you (push-out announcements)
©2014 Confidential and Proprietary
Example: Social
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• Best practices, stories, events
• Social culture
• Easy-to-share content
• Share, comment, rate, follow, post
©2014 Confidential and Proprietary
Example: Task-based
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• Meaningful
• Discrete
• Easy to complete, in short bursts
• Timely and relevant
©2014 Confidential and Proprietary
Mobile Strategy is a Must
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Putting it all on mobile
without a clear rationale is
not a mobile strategy.
©2014 Confidential and Proprietary
At the very least, need to determine approach
The experience must be scalable over time and rationalized with other channels/devices (e.g., work PC, work kiosk, home PC, tablets).
Mobile Everything
Mobile Derivative
Mobile First Mobile Only
Mobile emulates fully the
services and functionality of
the desktop experience
Selecting for mobile particular
services and functionality from
desktop experience
Solution scope that will be released for mobile use
ahead of release for desktop
Solution scope that resides
exclusively in the mobile
experience
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©2014 Confidential and Proprietary
Best practices for defining mobile strategyA sound mobile strategy is driven by an assessment of business value and relevant
circumstances for the business and its constituents
Which tasks, services, and content are high value to users and business and are appropriate for the mobile
context:
‒ Are specific and familiar
‒ Can be accomplished in short bursts of time
‒ Don’t require a lot of detailed reading or analysis
‒ Are available now or viable technologically
Keep Millennials in mind:
‒ Not a homogenous group; segment audience by who benefits and how
‒ Embrace change: devices, UX, process
‒ Early adopters, learn by trying
But don’t forget everyone else:
‒ Change management
‒ Instructions
‒ Process change
And remember that the entire experience exemplifies your brand.
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200 Park Avenue Suite 210
Florham Park, New Jersey 07032
973.210.6300
www.lds.com
LDS Careers
Thank You+ Susan Willett
SWILLETT@LDS.COM