Gen Y (and pretty much everyone else) want connection and authenticity
This is a clip from really good blog post from Monica O'Brien on why Twitter (not Facebook) is going to emerge as the real way to connect with Gen Y consumers. Although I'm not sure I totally agree with that, she builds an interesting case and brings up a lot of great points on why Gen Y consumers crave authenticity and personal connection.
I would argue that pretty much EVERYONE want authenticity and personal connections with brands. And online is not the only place where brands need to build these strong, honest relationships with consumers.
Yeah, Facebook is great for consumers to show-off what brands they love and how they like to interact with them. And yes, Twitter is great for connecting brands to consumers in real time. But all of this is just part of the equation. The optimism, honesty and authenticity have to come through in everything else the brand does.
This isn't meant to slam Monica's blog post in any way though. It really is a great post and you should read it.
According to research from Hill & Knowlton, there is a direct correlation between a company’s reputation and willingness of consumers to act (in most cases, purchase products or services). The research found that right now, early post-recession, consumers care most about companies that demonstrate honesty and optimism. Obama leveraged this emotional need to win the election, and other smart companies are also using this insight to their advantage.
Gen Y is obsessed with customization, from their music lists to their sneakers to their vampire novels. The demographic has also been bombarded with advertising during their lives, so they can smell BS through their iPhones.
Gen Y wants you to connect with them personally. There is no shortcut. Email automation doesn’t work, and Facebook makes it almost impossible to connect on a personal level unless you actually know someone personally. But on Twitter, “personal” is built-in – it’s first and foremost a conversation tool.
Read more at blog.monicaobrien.com
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