Reaching Millennials Where They Live: #Mobile

1. October 23, 2014 LIVINGSTON, NJ The Branding Challenge for Employers in the Millennial Age NJ IABC Reaching Millennials Where They Live: #Mobile

2. About LDS LDSis a strategy and business solutions consulting firm that envisions and designs emerging business ecosystems. 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.

3. 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

4. What do we know about Millennials in the workforce?

5. 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: Forrester Research Source: Pew Research Source: Intuit 5

6. 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)

7. …and in the US (92M people) (46M people) (80M people) Source: Pew Research, 1/9/14 7

8. 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. 8

9. 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 9

10. Users spend an hour a day on their smartphone… Source: Experian Marketing Services 10

11. … 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 11

12. Mobile is often the first point of contact 91% of users keep their mobile device within arm’s reach 100% of the time • Reach Intimate • Fast • Personal • Immediate • Familiar Source: InformationWeek 12

13. Millennials can be viewed through multiple lenses Location Worker Arrangements • Full time • Part time • Freelance/contractor • Job share • Multiple locations • Global • Field workers • Remote Technology Experience • CommunicationExperience • Technologically savvy • Consumer-grade expectations • BYOD • Blurred work boundaries • Comfort with social tools • Consume / create in snippets • Media options / overload

14. …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. 14

15. The mobile experience for Millennials—and everyone else

16. Utilize the inherent capabilities of mobile • Text • Web access • GPS • Photography • Videography • Pinch / zoom • Accelerometer 26

17. 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 (push-out announcements) 26

18. Example: Social • Best practices, stories, events • Social culture • Easy-to-share content • Share, comment, rate, follow, post 26

19. Example: Task-based • Meaningful • Discrete • Easy to complete, in short bursts • Timely and relevant 26

20. Mobile Strategy is a Must Putting it all on mobile without a clear rationale is not a mobile strategy. 26

21. At the very least, need to determine approach MobileEverything Mobile Only MobileDerivative MobileFirst The experience must be scalable over time and rationalized with other channels/devices (e.g., work PC, work kiosk, home PC, tablets). 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 Mobile emulates fully the services and functionality of the desktop experience 21

22. 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. 22

23. 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