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10 Buffalo Business | AI AND BUSINESS ANALYTICS SOCIAL IMPACT OF MANAGEMENT BUSINESS OF CLIMATE CHANGE INNOVATION, ENTREPREURSHP AND LEADERSHIP In his time at Reddit, Seff focused on helping busi- nesses engage with the platform's unique communities and navigate direct feedback from customers, which he says can be a bit scary for brands. So, when he was tapped to work with Conan O'Brien's Team Coco media company to promote a Comic-Con event on Reddit, his team pitched the idea of doing a Photoshop contest in lieu of a typical promotion plan that would simply deliver links to information. "We took this platform that already existed on Reddit and extended it to connect authentically to the Team Coco initiative in a way that people were familiar with," he said. "We also worked to control the interaction by creating a fun experience that provided a positive environment where people could submit content, comment and have conversations around the brand." Understanding engagement While not everyone from a particular generation is the same, there are media consumption trends and content preferences among baby boomers, Generation X, millennials (also known as Generation Y), Generation Z and the latest, Generation Alpha, that marketers can use to appeal to their target audience, accord- ing to Charles Lindsey, associate professor of marketing. "Each generation brings its own values, habits and expecta- tions to the marketplace, and smart marketers recognize that what resonates with a baby boomer won't necessarily move a Gen Zer," says Lindsey. "Today's opportunities lie in understanding those differences, from Gen Z's passion for purpose and pride in finding a great deal to millenni- als' demand for experiences, and preparing now for the rise of Gen Alpha and the shi toward social commerce that will redefine how we shop, give and engage." Throughout his career in the music industry, Franz de los Reyes, BS '07, has held marketing roles at Def Jam Recordings, Epic Records and Warner Records, and has been part of the industry's generational marketing shi. Lindsey Josh Seff, BS '07, led Conon O'Brien's Team Coco media company to run a Photoshop contest on Reddit as a creative way to market a Comic-Con event.