As presented at SXSWedu by Carolyn Kent of Ologie on March 9, 2016.

1. Gen Stop Talking About
and Start Engaging
#EngageGenZ

2. Teenagers are
intimidating.
And we are in the business of
getting 16-year-olds to make a
quarter-million-dollar decision.
#EngageGenZ

3. They communicate
constantly.
#EngageGenZ

4. They communicate
constantly.
They’re sensitive
to oversharing.
#EngageGenZ

5. They communicate
constantly.
They’re sensitive
to oversharing.
They have short
attention spans.
#EngageGenZ

6. They communicate
constantly.
They’re sensitive
to oversharing.
They have short
attention spans.
They develop their
own language and
social structures.
#EngageGenZ

7. They communicate
constantly.
They’re sensitive
to oversharing.
They have short
attention spans.
They develop their
own language and
social structures.
They don’t just
consume — they create
(and manipulate, and
share).
#EngageGenZ

8. How do we engage
them in meaningful ways?
Start by understanding their
mindset on a few key dimensions.
#EngageGenZ

9. Technology
HOW TO ENGAGE
Gen Z Decoder
AF = as f*ck
HMU = hit me up
Fire = cool
Thirsty = desperate
Technology is an organic part of their lives,
and they are masters of circumventing brand
messages in their digital worlds.
1. Don’t be thirsty. Your priorities are not theirs.
2. Weave your story into their lives by creating
something of value, rather than interrupting
their moments.
3. Echo their desire to put themselves out
there — express the personality of your brand.
“I’m digital AF,
but HMU with
something fire.”
#EngageGenZ

10. Family Life
HOW TO ENGAGE
Gen Z Decoder
BFF = best friend forever
Squad = friends
BAE = before anyone else
The idea of a “traditional” family structure
is obsolete and they happen to be super
close with parentals. Friends are considered
extensions of their family when it comes to
making important decisions.
1. Tap into the power of influence by connecting
with people that matter in their lives.
2. But, be mindful of using channels that appeal
most to each group of people.
“My mom and I
are BFF (but
my squad is still
BAE).”
#EngageGenZ

11. Education Careers
HOW TO ENGAGE
Gen Z Decoder
Beat = undesirable
Clutch = utter fulfillment
They are future focused, and most already
know what they want to study (but reserve the
right to change their minds). Ultimately, they
are entrepreneurial and want what they do to
mean something.
1. Help them see a clear path at your institution,
but encourage exploration by connecting their
endless adaptability to alternative options.
2. Rethink the “outcomes story”— emphasize that
doing what you love and changing the world
for good are the hallmarks of success.
“This homework is
really beat, but
my volunteer
gig is clutch.”
#EngageGenZ

12. Social Issues
HOW TO ENGAGE
Gen Z Decoder
Ratchet = a mess
Persistent access to the web + greater diversity
all around them has expanded their worldview.
They are passionate about helping change
what they don’t like about the world.
1. Invite them to be a part of something bigger
than themselves. Show that you value a culture
of community.
2. Demonstrate the tangible change they can
create with you. Give them opportunities to
participate in meaningful work in and out of
the classroom.
“The world we
live in is just
ratchet.”
#EngageGenZ

13. Entertainment
Gen Z Decoder
Mood = state of mind
Emo = emotional
They are drawn to underdog characters who
change the world against all odds. In fact, weird
is the new black. But you can’t manufacture this
— they have impeccable BS detectors.
“Current mood:
emo.”
#EngageGenZ
HOW TO ENGAGE
1. Show how ordinary people can make a
difference at your school and in the world.
2. Allow them to play an active role in your brand’s
story — cast them as the hero.
3. Celebrate individualism, and the humans
behind the brand — what’s real is what’s
meaningful.

14. #EngageGenZ
So, who’s killing it?
✓ Compelling ✓ Authentic
✓ Clear ✓ Inclusive
✓ Humanizing ✓ Value-adding
It all comes down to telling sharing your story.
And it had better be:
#EngageGenZ

15. Brands On Fleek
#EngageGenZ

16. #EngageGenZ
#NailedIt: Campbell’s
Takeaway
The solution is not always
as simple as being on
the right platforms. Your
message has to resonate
(the most powerful
messages resonate with
multiple generations).

17. #EngageGenZ
#NailedIt: Banksy
Takeaway
Technology is a fundamental way to
connect, but remember that Gen Z
craves regular “digital detoxes.”

18. #EngageGenZ
#NailedIt: Converse
Takeaway
Being inclusive means
relinquishing some of
the control over your
brand’s projection.

19. #EngageGenZ
#NailedIt: Taylor Swift
Takeaway
Today’s teens don’t want messages thrust
upon them, they want a community.
Bonus points for making strides toward
personalized experiences.

20. #EngageGenZ
#NailedIt: Old Spice
Takeaway
Brands that embrace their quirky elements,
while remaining true to their authentic story,
are rewarded.

21. A Roadmap for Meaningful Engagement
Focus messages and content based on Gen Z mindsets and the experience goal you are trying to drive.
AD HOC
No plan exists for
generating engagement
OPPORTUNISTIC
Engagement is created
almost by accident,
in a reactive way
REPEATABLE
The brand understands what
drives engagement and
can replicate it
MANAGED
Engagement is pursued and
created with intention, and
cross-functional collaboration
OPTIMIZED
Engagement strategies
are innovative and
continuously improved
Experience Goal: Understand Audiences Understand Content Drive Active Engagement Collaborate with Audiences Foster Advocacy
TECHNOLOGY
Digital is a fluid, organic part of their lives
Don’t be “thirsty”
Measure to spot trends and
opportunities
Echo their desire to put themselves
out there
Weave your story into their lives by creating something of value
FAMILY LIFE
Nontraditional notion of family that includes
extendeds and close friends
Learn and document how different
audiences use different channels
Be intentional about channel
usage for audience types
Encourage interaction that crosses
traditional boundaries
Tap into the power of influence
EDUCATION CAREERS
Future focused, with a desire to do
something meaningful
Don’t be “thirsty” Rethink the “outcomes” story Help them see a clear path, but encourage exploration
Provide tools and experiences,
and partner with them to create
and experiment
SOCIAL ISSUES
Passionate about changing what they don’t
like in the world
Don’t be “thirsty”
Show that you value a culture of
community
Demonstrate the tangible change
they can create with you
Invite them to be a part of
something bigger than themselves
Engage them in causes that align
with your brand’s values
ENTERTAINMENT
Authenticity, underdogs, and weirdos rule
Immerse your team in Gen Z
culture and content
Determine what content elicits
the desired response from your
community
Celebrate individualism
Show how ordinary people can
make a difference
Cast them as the hero of your
brand’s story
GEN Z MINDSET

22. Questions? Comments?
General nerdery?
As the kids say, “HMU” –
@CarolynLKent
ckent@ologie.com