October 23, 2014
LIVINGSTON, NJ
Reaching Millennials
Where They Live: #Mobile
The Branding Challenge for Employers in the Millennial Age
NJ IABC
About LDS
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 peoplecentric solutions.
LDS is
a strategy and business
solutions consulting firm
that envisions and
designs emerging
business ecosystems.
©2014 Confidential and Proprietary
2
We work with market leaders, across many industries
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
United States
Department of the
Treasury
We have long-standing client partnerships that span years, through cycles of business
change, innovation, and technology advancements
©2014 Confidential and Proprietary
3
What do we know about
Millennials in the
workforce?
Employee demographics are changing
50%
43%
40%
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
©2014 Confidential and Proprietary
5
Mobile use and adoption has exploded
globally…

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
6
…and in the US
US Smartphone Ownership
83%
Millennials (8-34)
(92M people)
74%
Gen X (35-49)
(46M people)
Baby Boomers (50-68)
49%
(80M people)
0%
25%
50%
75%
100%
Source: Pew Research, 1/9/14
©2014 Confidential and Proprietary
7
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
Enterprise communicators that want space on users’ home screens must
understand that employees are influenced by consumer experience.
©2014 Confidential and Proprietary
8
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
©2014 Confidential and Proprietary
9
Users spend an hour a day on their
smartphone…
Source: Experian Marketing Services
©2014 Confidential and Proprietary
10
… 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
©2014 Confidential and Proprietary
11
Mobile is often the first point of contact
Fast
Immediate
91% of users keep
their mobile device
within arm’s reach
100% of the time
Reach
Intimate
Personal
Familiar
Source: InformationWeek
©2014 Confidential and Proprietary
12
Millennials can be viewed through multiple lenses
Worker
Arrangements
Location
Full time
 Part time
 Freelance/contractor
 Job share
Multiple locations
 Global
 Field workers
 Remote


Technology
Experience
Blurred work boundaries
 Comfort with social tools
 Consume / create in snippets
 Media options / overload

Communication
Experience
Technologically savvy
 Consumer-grade
expectations
 BYOD

©2014 Confidential and Proprietary
13
…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
We need to meet the Millennials where
they live and work—on their mobile
devices, with consumer-quality
experiences.
©2014 Confidential and Proprietary
14
The mobile experience
for Millennials—and
everyone else
Utilize the inherent capabilities of mobile

Text

Web access

GPS

Photography

Videography

Pinch / zoom

Accelerometer
©2014 Confidential and Proprietary
26
Example: Location-based
• Office locations / personalized
• Services: conference rooms,
lunch menu, office products
• Map / beacons (find conference
room, printer, gym)
• What’s going on near you (pushout announcements)
©2014 Confidential and Proprietary
26
Example: Social
• Best practices, stories, events
• Social culture
• Easy-to-share content
• Share, comment, rate, follow, post
©2014 Confidential and Proprietary
26
Example: Task-based
• Meaningful
• Discrete
• Easy to complete, in short bursts
• Timely and relevant
©2014 Confidential and Proprietary
26
Mobile Strategy is a Must
Putting it all on mobile
without a clear rationale is
not a mobile strategy.
©2014 Confidential and Proprietary
26
At the very least, need to determine approach
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
The experience must be scalable over time and rationalized with other
channels/devices (e.g., work PC, work kiosk, home PC, tablets).
©2014 Confidential and Proprietary
21
Best practices for defining mobile strategy
A 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.
©2014 Confidential and Proprietary
22
Thank You
+ Susan Willett
SWILLETT@LDS.COM
200 Park Avenue Suite 210
Florham Park, New Jersey 07032
973.210.6300
www.lds.com
LDS Careers