or an industry
Let’s start with the facts.
In 2015, Nielsen ran a study that concluded 84 percent of
obsessed with
millennials don’t like, listen to, or trust traditional advertising.
relaxation and bliss,
We are digital natives who long ago learned how to ignore
interruptive advertising. From controlling how we engage to
marketing effectively to
how we receive messaging from brands, we deal with every
today’s millennial consumers
business as we see fit. The opt-out link, ignore button, and “go
paperless” prompt are all highly utilized options. We just plain
can be stressful. Many spa
shut down when a brand tries to shout anything at us that we
professionals struggle with how
have not intentionally sought to learn about on our own. On
the flip side, data from marketing research firm The McCarthy
to best evolve communication
Group showed that 92 percent of us trust recommendations
strategies to resonate with the
from friends and family over all other forms of advertising when
Uber-hailing, Postmate-using,
making buying decisions. This matters because only 70 percent
of baby boomers share the influencer sentiment.
Snapchatting spa guests of 2016.
According to research by Crowdtap, millennials spend 5.4
DISCLAIMER: I was born in
hours every day on social media. Guess how much time we
spend on average with traditional outlets? Survey from market1982, which means I am just
ingcharts.com showed that we spend less than two hours on
barely a millennial. I also have a
TV, less than 24 minutes on radio, and less than six minutes
reading print. We want to be inspired, heard, helped and
serious spa addiction and run a
valued—all at once. We are the You Only Live
social media agency. These
Once (YOLO) generation that values paying for
factors enable me to help you
experiences over things. We want to be
Missed
friends with the brands we love. We expect
Gargan’s session
understand two things.
frictionless, digital, intuitive experiences
this year? Click here
Firstly, why are we
throughout our customer journeys.
to purchase the
Facebook,
Instagram and Snapchat are our
PDS
Recordings.
millennials so challenging
top three most utilized social networks.
to communicate with?
Snapchat and Instagram are our favorites, but
we have to use Facebook for Fear of Missing Out
Secondly, how can the modern
(FOMO). We also love acronyms!
spa professional use social media
Sharing what’s happening to us with the world in real-time on
to be more successful?
social media is as natural to us as breathing. Understanding the
psychology behind the share is critical to social media success.
Perception is the most powerful force of all our share motivators.
How will this make me appear to my trusted network? How will
this impact how my friends and family view me and my life? We
have to feel to share. Generic, safe, average content or experiences
do not receive our personal endorsement with a social share.
Content and experiences that make us feel delighted, joyful,
November 2016
■
PULSE
27