talking to strangers: millennials trust people over brands

Talking to Strangers: Millennials Trust People over Brands

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Introductions

Jason DorseyCEO of The Center for Generational Kinetics

Erin NelsonCMO of Bazaarvoice

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Meet the Millennials

• 1.6 billion worldwide1

• Ages 17-34 currently

• 2017: more spending power than any other generation2

• Early social adopters

1. US Census Bureau 2. Kit, Yarrow and O’Donnel, Jayne. Gen BuY: How Tweens, teens, and Twenty-Somethings Are Revolutionizing Retail

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User-generated influence

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What they won’t buy without others’ opinions

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Action: Share user-generated content everywhere they shop• Encourage conversations

• Spread UGC to all Millennial shopper touch points

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Millennials talk to and trust strangers

Millennials are 3x as likely to turn to social to get opinions on products to buy

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Action: Feature friends and strangersDisplay content from strangers, friends

– People they know, social connections (social graph)

– Strangers like them, experts (interest graph)

Make it easy to filter, sort, and search

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Questioning brand motives (but continuing to share)

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Action: Prove that you care

1. Respond to input

2. Answer questions

3. Facilitate conversations between consumers

4. Act on feedback (and let them know)

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Top 3 Takeaways from The Center’s Analysis

1. Add UGC to homepage, and anywhere products/services are featured—or risk losing their business

2. Don’t delay responses

3. Don’t be afraid to ask

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Conclusion: Start the conversation with Millennials now• Connect with Millennials where they live—and connect

them with each other

• Use their words to drive purchases and loyalty

• Let them know you care what they thing—respond and act on feedback

Confidential and Proprietary. © 2012 Bazaarvoice, Inc.

More info & methodology

• Full report: PeopleOverBrands.com

• Methodology:

– Bazaarvoice survey conducted by Kelton Research between 8/25/11 and 9/05/11

– 1,013 Americans 18+