cross generational engagement using social media
TRANSCRIPT
-
8/14/2019 Cross Generational Engagement using Social Media
1/48
Cross GenerationalEngagement
A look into understanding and implementingsocial media for a cross generational
membership
facebook.com/mattdollinger@mattdollinger
www.TheYouFactor.com
mailto:[email protected]://www.theyoufactor.com/http://www.twitter.com/mattdollingerhttp://www.facebook.com/mattdollingermailto:[email protected] -
8/14/2019 Cross Generational Engagement using Social Media
2/48
-
8/14/2019 Cross Generational Engagement using Social Media
3/48
Who is Generation X
Generation X (aged 29 to 42) Use technology when it when it supports a
lifestyle need
Generation X Stats During the past three months, 69% have shoppedonline
65% used online bankingmore than any othergroup
21% are now reading a blog once per monthcompared to 15% last year 61% of mobile subscribers text compared to 49%
in 2007
Statistics available at
http://legalcareers.about.com/od/practicetip
http://legalcareers.about.com/od/practicetips/a/GenerationX.htmhttp://legalcareers.about.com/od/practicetips/a/GenerationX.htm -
8/14/2019 Cross Generational Engagement using Social Media
4/48
Why Generation X
Individualistic: Generation X came of age in an era of two-income families, rising divorce rates and a faltering economy.
Technologically Adept: The Generation X mentality reflects ashift from a manufacturing economy to a service economy.
Flexible: Many Gen Xers lived through tough economic timesin the 1980s and saw their workaholic parents lose hard-earned positions.
Value Work/Life Balance: Unlike previous generations,members of Generation X work to live rather than live towork.
Distrusting of Establishment: Lack of heroes andoverloaded advertisements have caused a deep distrust.
Statistics available at
http://legalcareers.about.com/od/practicetip
http://legalcareers.about.com/od/practicetips/a/GenerationX.htmhttp://legalcareers.about.com/od/practicetips/a/GenerationX.htm -
8/14/2019 Cross Generational Engagement using Social Media
5/48
Who is Generation Y
Generation Y (aged 18-28) Most tech savvy of any generation. First native online population
tech is embedded into everything they do 90% own a computer 82% own a mobile phone 72% of mobile phone users send or receive SMS
messages
Spend more time online than they do watchingtelevision
42% watch online video at least once per month.
Statistics available at
http://legalcareers.about.com/od/practicetip
http://legalcareers.about.com/od/practicetips/a/GenerationY.htmhttp://legalcareers.about.com/od/practicetips/a/GenerationY.htm -
8/14/2019 Cross Generational Engagement using Social Media
6/48
Why Generation Y (cont.)
Tech-Savvy: Generation Y grew up with technologyand rely on it to perform their jobs better. Family-Centric: The fast-track has lost much of its
appeal for Generation Y who is willing to trade highpay for fewer billable hours, flexible schedules and a
better work/life balance. Achievement-Oriented: Nurtured and pampered byparents they are confident, ambitious andachievement-oriented.
Team-Oriented: As children, Generation Y
participated in team sports, play groups and othergroup activities. Attention-Craving: Generation Y craves attention in
the forms of feedback and guidance.
Statistics available at
http://legalcareers.about.com/od/practicetip
http://legalcareers.about.com/od/practicetips/a/GenerationY.htmhttp://legalcareers.about.com/od/practicetips/a/GenerationY.htm -
8/14/2019 Cross Generational Engagement using Social Media
7/48
Bridging the Gap
Because Generation Y is so future-orientedand so trend-setting, winning over this groupwill also attract Baby Boomers and those fromGeneration X.
"If you appeal to this skeptical market,youll be future-oriented, and thatll
attract all the other groups"
-
8/14/2019 Cross Generational Engagement using Social Media
8/48
Generational Marketing 101
Avoid clichs and insincerity. Avoid hype. Use sound bites, strong images and short snappy phrases. Keep your marketing text concise. Use plenty of "cool" graphics and bright colors
Keep the tone of your marketing campaign low-key andsincere.
Show concern for the environment. Understand that they expect instant gratification. Appeal to their sense of being technologically savvy.
Emphasize the functional benefits of your products/services. Be realistic and offer practical information. Emphasize quality.. Respond quickly to its ever-changing needs and wants.
Statistics available at
http://www.generationwhy.com/articles-and-informa
http://www.generationwhy.com/articles-and-information/generation-y-and-trade-shows.htmlhttp://www.generationwhy.com/articles-and-information/generation-y-and-trade-shows.html -
8/14/2019 Cross Generational Engagement using Social Media
9/48
-
8/14/2019 Cross Generational Engagement using Social Media
10/48
-
8/14/2019 Cross Generational Engagement using Social Media
11/48
-
8/14/2019 Cross Generational Engagement using Social Media
12/48
-
8/14/2019 Cross Generational Engagement using Social Media
13/48
What the outside industry is
doing
-
8/14/2019 Cross Generational Engagement using Social Media
14/48
-
8/14/2019 Cross Generational Engagement using Social Media
15/48
-
8/14/2019 Cross Generational Engagement using Social Media
16/48
-
8/14/2019 Cross Generational Engagement using Social Media
17/48
-
8/14/2019 Cross Generational Engagement using Social Media
18/48
-
8/14/2019 Cross Generational Engagement using Social Media
19/48
-
8/14/2019 Cross Generational Engagement using Social Media
20/48
-
8/14/2019 Cross Generational Engagement using Social Media
21/48
Start Looking Outside of it
-
8/14/2019 Cross Generational Engagement using Social Media
22/48
-
8/14/2019 Cross Generational Engagement using Social Media
23/48
Why are these companieswinning the social media game?
-
8/14/2019 Cross Generational Engagement using Social Media
24/48
-
8/14/2019 Cross Generational Engagement using Social Media
25/48
So how can you engageyour target audience?
-
8/14/2019 Cross Generational Engagement using Social Media
26/48
Engaging your Membership
What do we already know? They are individualistic
Technologically Advanced
Distrust of Establishment
Work/Life Balance (The 24/7 Syndrome)
Team Oriented
Attention and Praise Craving
-
8/14/2019 Cross Generational Engagement using Social Media
27/48
-
8/14/2019 Cross Generational Engagement using Social Media
28/48
Earning Trust through Value
-
8/14/2019 Cross Generational Engagement using Social Media
29/48
Allow for Individualism
-
8/14/2019 Cross Generational Engagement using Social Media
30/48
Embrace Technology Everywhere
-
8/14/2019 Cross Generational Engagement using Social Media
31/48
Seek Insight, Opinions &Collaboration
-
8/14/2019 Cross Generational Engagement using Social Media
32/48
Humanize Management andAuthority
-
8/14/2019 Cross Generational Engagement using Social Media
33/48
Highlight Work and Play
-
8/14/2019 Cross Generational Engagement using Social Media
34/48
Highlight Praise Publically
-
8/14/2019 Cross Generational Engagement using Social Media
35/48
Knowing your audience
-
8/14/2019 Cross Generational Engagement using Social Media
36/48
Facebook members by age
Statistics available at
http://fastwonderblog.com/2009/04/27/social-media
http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/ -
8/14/2019 Cross Generational Engagement using Social Media
37/48
Twitter members by age
Statistics available at
http://fastwonderblog.com/2009/04/27/social-media
http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/ -
8/14/2019 Cross Generational Engagement using Social Media
38/48
But those arent the kickers
-
8/14/2019 Cross Generational Engagement using Social Media
39/48
In 2008 YouTube became the #2Search Engine below Google
*See additional page for allYouTube Statistical References
-
8/14/2019 Cross Generational Engagement using Social Media
40/48
YouTube Statistics
#4 Largest Site on the Internet
#1 Largest video site on the web
300MM Worldwide Visitors a Month
100 Million Visitors per Month 5 Billion Video Streams Every month 40% of all
videos online
(Do the Math 5 Billion / 300 million worldwidevisitors = 17 streams a month per person)
15 Hours of video uploaded every minute
*See additional page for allYouTube Statistical References
-
8/14/2019 Cross Generational Engagement using Social Media
41/48
The YouTube Effect
-
8/14/2019 Cross Generational Engagement using Social Media
42/48
YouTube User Demographics
-
8/14/2019 Cross Generational Engagement using Social Media
43/48
Why is your target audience onYouTube?
-
8/14/2019 Cross Generational Engagement using Social Media
44/48
Your younger consumers, agentsand membership are going to
YouTube.
Are YOU there?
-
8/14/2019 Cross Generational Engagement using Social Media
45/48
How to Use YouTube
Informational on upcoming events/news
Feedback for events and testimonials
Guides on how to Screencasts of speakers/events
Membership profiles
Social Responsibility highlights
-
8/14/2019 Cross Generational Engagement using Social Media
46/48
Matthew Dollinger
@properties
Performance Coach773.354.9681
www.TheYouFactor.com
Thank you
Special thanks to:Peter Kim (www.beingpeterkim.com)
David Armano (www.darmano.typepad.com)
Todd Carpenter (twitter @tcar)
mailto:[email protected]://www.beingpeterkim.com/http://www.darmano.typepad.com/http://www.theyoufactor.com/http://www.linkedin.com/in/mattdollingerhttp://www.twitter.com/mattdollingerhttp://www.facebook.com/mattdollingerhttp://www.darmano.typepad.com/http://www.beingpeterkim.com/mailto:[email protected] -
8/14/2019 Cross Generational Engagement using Social Media
47/48
YouTube Research Sources
Digita Et nograp y http://ksudigg.wetpaint.com/page/YouTube+Statistics
Mashable (2 references) http://mashable.com/2008/12/09/youtube-comscore-stats/
http://mashable.com/2009/05/20/online-video-growth/ Comscore http://www.comscore.com/Press_Events/Press_Releases/20
Quantcast.com
http://www.quantcast.com/youtube.com Nielsen Wire
http://blog.nielsen.com/nielsenwire/nielsen-news/americans-
http://ksudigg.wetpaint.com/page/YouTube+Statisticshttp://mashable.com/2008/12/09/youtube-comscore-stats/http://mashable.com/2009/05/20/online-video-growth/http://www.comscore.com/Press_Events/Press_Releases/2008/03/YouTube_Usage/%28language%29/eng-UShttp://www.quantcast.com/youtube.comhttp://blog.nielsen.com/nielsenwire/nielsen-news/americans-watching-more-tv-than-ever/http://blog.nielsen.com/nielsenwire/nielsen-news/americans-watching-more-tv-than-ever/http://www.quantcast.com/youtube.comhttp://www.quantcast.com/youtube.comhttp://www.comscore.com/Press_Events/Press_Releases/2008/03/YouTube_Usage/%28language%29/eng-UShttp://mashable.com/2009/05/20/online-video-growth/http://mashable.com/2008/12/09/youtube-comscore-stats/http://ksudigg.wetpaint.com/page/YouTube+Statisticshttp://ksudigg.wetpaint.com/page/YouTube+Statistics -
8/14/2019 Cross Generational Engagement using Social Media
48/48