When Your Best Advocates Think ‘Insta-Twit-Face’

is Funny!

0%

5%

10%

15%

20%

25%

30%

35%

16-17 18-24 25-34 35-49 50-64 65+

Percentage of the UK Workforce Jan 2015 (ONS)

65%

© Statista 2016

50%

50%

Advocacy

We’re in the very fortunate position of having 97% of our customers say they “would recommend Exodus to a friend”.

But the reality is they don’t because:

• Exodus isn’t part of the brag

• They don’t create content

Psychographic v Demographic&

Sharing

Creators / Publishers

Source: Pew Research October Omnibus Survey, October 3-6, 2013. n=852 internet users ages 18+

Creators / Publishers

Source: Pew Research October Omnibus Survey, October 3-6, 2013. n=852 internet users ages 18+

So we film them

And we quote them

And we find ways to share their stories

Or to help them evidence their worldliness!

And we find“traditional activities”to engage them in…

Like An Advent Calendar

Like An Advent Calendar

FB  Advent  Calendar Dec-­‐15

Total  entries 33,729

Unique  views  (comp  app) 25,626

Total  Reach 137,552

Organic  reach 30,054

Paid  reach 107,498

Engagement  rate 24.50%

New  FB  page  likes 1,900

Shares 49

New  data 1,962

And Sponsorship

And going forward…

Looking at how we can do the editing of our customers’ videos

Looking at apps that make sharing photo albums ultra simple & slick

Working out how we can make our reviews work harder

In Summary• There are a LOT of Gen Xs and Baby Boomers

around, and they make up 2/3 of the UK workforce

• They are digitally savvy and on social

• They don’t curate or publish content like younger folk. And even “sharing” is limited

So we need to:

• Find ways to create content from their experience, and share it for them

• Make social feel familiar to them where you can – echoing offline activities may help

Caption for over photo

Any questions?