gabrielle k. gabrielli, ph.d.gabrielleconsulting.com/docs/gabrielle--frpa-generations.pdfplan...

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Gabrielle K. Gabrielli, Ph.D.

+ Agenda

1310-1340 Overview of the Generations

1340-1410 Communicating to the Generations

1410-1440 Marketing to the Generations

1440-1455 Break

1455-1525 Case Studies

1525-1555 Role Play

1555- 1625 Conclusions and Action Plan

+ Learning Objectives

By the end of this session, participants willbe able to:

Explain what shapes and motivates each of thegenerations

Describe how generational differences affectconsumer and workplace behavior

Promote skills for effective intergenerationalmarketing and communication

Expand the ability to communicate withdifferent generations

+Intergenerational Harmony

Traditionalists (1900-1945)

Baby Boomers (1946-1964)

Gen X (1965-1980)

Gen Y aka Millenials (1981-2000)

Gen Z (2001- 2010)*

“Cuspers”

+ Some Divide the Generations

Traditionalists (1900-1945) Divided:

Pre-Depression Era 1900-1911

Depression Era 1912-1921

World War II 1922-1927

Post-War Cohort 1928-1945

Baby Boomers (1946-1964) Divided:

Generation Jones 1954-1965*

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Traditionalists1900-1945

+Traditionalists

75 million- American values

Proud, wise, accomplished generation

Many heroes

Value law and order

50% are veterans

Hold of financial assets

+Traditionalists

Assets- stable, detail oriented, thorough, loyal,hard working

Liabilities- struggle with ambiguity and change,may be offended by profanity, don’t want to feelembarrassed

Most valued psychological need- respect*

They look for opportunities to contribute

Show your appreciation with hand written notes

* Randstad, 2001

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Baby Boomers1946-1964

+Baby Boomers

80 million people

Work = self fulfillment

They live to work

They were shaped by civil rights,birth control, peace corps, spaceprogram

Memorabilia became a big partof their culture

+Baby Boomers

Assets- optimism, personal gratification andgrowth. As consumers, they spend a lot.

They want to please. They are very good atrelationships.

Value public recognition*

Liabilities- uncomfortable with conflict, generallydon’t handle budgets well

“We need you” motivates them.

* Randstad, 2001

+Baby Boomers

They want credit for their accomplishments andto feel like they make a difference.

Focus them on solving problems andopportunities to learn.

Help them find they “why” in an organization.

Ask permission.

When recruiting, tell them they have anopportunity to make positive change.

+

Generation Xers1965-1980

+Generation Xers

46 million people

Grew up feeling neglected and fiercelyindependent- survivors

No heroes except their parents.

Everyone decided that they would not be therescuers of the world.

They aren’t slackers, but they don’t like goinginto the workplace and not making decisions.

+Generation Xers

Assets- pragmatic, realistic, adaptable,independent, not intimidated by authority

Liabilities- skeptical, distrustful, impatient

“We are not very corporate” is a motivator

Technology savvy, value balance

You have to be what you say you are with them.They have a strong sense of doing things betterthan their parents did it.

+

Generation Yers1981-2000

+Generation Yers

78 million people.

Expect to start at the top, think they deserve the positionwhether experienced or not.

Have had immediate gratification their whole lives.

Very tech savvy, had Internet their whole lives.

Texting works better than email.

Grew up with the ability to be their own heroes.

Value civic duty, very optimistic; they don’t like to be put incubicles; want to socialize.

Like to use technology during work hours, even if it is notappropriate.

+Generation Yers

Assets- great collaborators, love working in groups,optimistic, risk takers.

Liabilities- would never think to pick up the phone whenan email gets out of hand, don’t respect traditionalhierarchies and they often bypass authority, will cry atwork, have a totally different sense about what isappropriate.

“You can be a hero here” is a motivator.

Need supervision and structure.

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+ Activity

Think of a situation you encounteredwhere generations played a role.

What happened?

Which generations were involved?

Is there anything that could have been donedifferently to improve the situation?

Write your thoughts down on a sheet of paper.

+Break

Please return promptly in 15 minutes.

+

Marketing to the Generations

+ Consumer Trends

Technology-focused

Web 2.0

Social networking

Search-engine driven

Information-driven, changing frequently

Green

Throwback

People want a voice, not a hard sell.

Consumers are tired of technology barriers.

+ Creative Marketing

Businesses

Price products lower

Gain from new needs

Build sense of relationship

Non-profit organizations

Hold fundraising events, silent auctions

Recognize volunteers

Hold media events

Create lower price points for sponsors

Build sense of community

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+ Creative Marketing

Associations

Adapt to new needs

Provide membership incentives

Increase retention efforts

Develop creative ideas for new revenue

Plan strategically for the future

Build sense of relationship

Create sense of community

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7 Online Marketing Trends - 2010

1. Improved lifecycle marketing providescustomers with appropriate information.

2. Segmentation is essential to deliveringrelevant communications.

3. Social media marketing strategiesmature.

4. Content is more shareable.

* ClickZ, 2010

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7 Online Marketing Trends - 2010

5. Search marketing continues to evolve andexpand.

6. Metrics continue to become moresophisticated.

7. Offline marketing continues to expand itsreach online.

* ClickZ, 2010

+ Web 2.0 Technology

Increases:

Collaboration

Creativity

Secure information sharing

Community

Capability

Reciprocal communication

+ Examples of 2.0

Social networking http://facebook.com

Video sharing http://youtube.com

Wikis http://wikipedia.com

Blogs http://blogger.com

Folksonomy http://flickr.com

+ SEO

Search Engine Optimization

+ Pagerank

Numeric value that represents howimportant a page is on the web

Cross-linking is important

PR(A) = (1-d) + d(PR(t1)/C(t1) + ... + PR(tn)/C(tn))

PageRank = 0.15 + 0.85 * (a "share" of the PageRank of

every page that links to it)

+ What To Do about Negative Ratings

Monitor message boards, customerreviews.

Address customer concerns.

Resolve legitimate concerns.

Report concerns that are efforts tosabotage.

Offset negatives with positives.

+ Cross Promote

Blogs

Keep them current

YouTube

Get votes on videos

LinkedIn

Twitter

Facebook

Don’t update status too much

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+ Value of Facebook Fans

Vitrue calculated value at $3.60

Based on impressions from news feed

1 million fans equals at least $3.6 million inequivalent media over a year

Range .44 - 3.6 impressions

Engagement increases value

AdWeek, 14 April 2010

+Value of Facebook Communities

Starbucks - $20.7 million, 7 million likes

Coke - $4.6 million, 5.5 million likes

Vitrue’s Social Page Evaluator- calculatespotential worth based on their best practices

http://evaluator.vitrue.com

+ Marketing Your Website

Check out your competition

View source

Ensure metadata (keywords, description,title, ALT tags, etc.) are effective

Take advantage of free marketing options

Consider industry publications and otherpaid marketing options

+ Website Rules of Thumb

If your website is more than 3 years old,consider a redesign.

If you still have a “splash” page, remove it.

Don’t have more than 2 moving items on aweb page at any given time.

Try to reduce volume of text to preventscrolling on homepage.

Cross-promote, cross-link, reinforce brand,market yourself with innovation!

+ Free Website Promotion

Exchange links with other organizationsand businesses.

Take advantage of free websitesubmission tools like http://addme.com.

+ Metadata

Page Title

Description

Keywords

ALT Tags

+ View Source

+ Metadata Description

Character Limit- Typically 200-250

When limit is exceeded, some searchengines may bump you

+ Metadata Title

Character Limits- Google 160, Yahoo 165,MSN 200

When limit is exceeded, some searchengines may bump you

Default page name in some software is“Home” - be sure to change it

Unique title is needed for each page

+ Metadata Keywords

Character Limits- No real limits on mostsearch engines but figure first 20 words asmost important

No real consequence when limit isexceeded

Doesn’t carry as much weight as it oncedid with SEO, but still important

+ Keywords

Don’t use capitalization.

Don’t use plurals.

Put most important search terms at the topof the list.

For local organizations, regionalize searchterms.

Add unique descriptors.

+ ALT Tags

Help drive traffic to website and ensureSection 508 accessibility

alt=”wakulla springs state park"

+ The Value of Great Content

...when a video goes viral on YouTube

Connect with audience

Know who you want to reach

Create a relationship with them

Actively build audience base

Add meaningful metadata

+ Distribution in U.S. on Facebook

Source: checkfacebook.com retrieved 2 Sept 2010

Facebook vs. Twitter vs. LinkedIn

Facebook Twitter LinkedIn

Founded 2004 2006 2003

Users 513 million 105 million*** 60 million

Employees 700 141 480

Asks What’s on your

mind?

What’s happening? Share an idea,

article, question

or update

Connections Friends Followers Connections

Features Wall posts,

photos, video,

links, groups,

events, causes,

fan pages,

direct

messages,

applications

Tweets, retweets,

direct messages

Professional

networking,

industry groups,

recommendation

s, job classifieds,

direct messages,

premier paid

subscription

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+ Content of Tweets

Pear Analytics, 2010

+ Twitter Followers

RJMetrics, 2010

+ Things Change Every Day....

+ If I only had three choices....

1. Facebook

• http://facebook.com

2. LinkedIn

• http://linkedin.com

3. YouTube

• http://youtube.com

+ Costs of Turnover

80 percent of turnover is due to hiringmistakes.

HR experts say that supervisors typicallyspend 80% of their time with 20% of theiremployees.

Turnover is estimated to cost 50-100% of ayear’s salary of the position.

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People join companies

and leave managers.

+Hiring and Retaining Excellent Employees

People are any organization’s mostvaluable asset.

Turnover is a problem that can often beresolved.

The most important aspect of employeeretention is the relationship with his or herimmediate supervisor.

+ Set Expectations

Provide frequent feedback

Give positive feedback

Give appropriate corrective feedback

+ Positive Feedback

Four components of praise:

1. Specific

2. Immediate

3. Earned

4. Individualized

+ Corrective Feedback

Four components of correctivefeedback:

1. Behavior

2. Effect

3. Expectation

4. Result/ Consequence

+ One View of Conflict

Conflict is inevitable, but combat is

optional.

~Max Lucado, theologian

+ Common Conflict Responses

Avoidance Maybe the problem will just go away.

Poor meComplain to anyone within earshot, except theperson you have the problem with.

AngerEmotional outbursts that make everyoneuncomfortable and solve nothing.

Revenge

Find ways to disturb the person who hasdisturbed you by “getting even” or evensabotaging their performance or reputation.

+ The CALM Model

Clarify the issue

Address the problem

Listen to the other person

Manage your way to a resolution

+ C: Clarify the IssueConflict Clarification Questions - Primary Questions

1. What am I upset about? In specific behavioralterms, what actually happened? Who else isinvolved? What did they do?

2. What emotions am I feeling: anger, hurt,frustration? Why am I feeling that way?

3. Have I contributed to the problem?

4. Am I just overreacting? If so, why?

5. In terms of actions and relationships, what aremy desires for an outcome to this conflict? Whatwill successful resolution look like?

6. If I was the other person involved in thissituation, how would I want to be approachedand dealt with?

+ C: Clarify the Issue

Conflict Clarification Questions - Secondary Questions

7. Where was the other person coming from?Could they in fact have been motivated by goodintentions?

8. Has this happened before, or is this a first timeoccurrence?

9. How is this situation affecting you and yourwork? Are others impacted? If so, how?

10. When dealing with this issue, what can you doto increase your chances of getting the resultsyou want? What counter-productive behaviorsdo you want to avoid?

+ A: Address the Problem

The Opening

The Issue Description

Exactly what happened

How it made you feel

The negative impacts the situation hascaused

+ A: Address the Problem

Other things to remember:

1. Have a walk-in strategy; you may want topractice what you plan to say.

2. Don’t repeat what co-workers have said; thisis between the two of you.

3. Keep the end in mind; the goal is not to winan argument. The goal is to reach arespectful, collaborative result.

+ L: Listen to the Other Side

Give the other person your TOTALATTENTION.

NEVER interrupt.

Ask questions for clarification.

Paraphrase what you’ve heard.

SHOW that you’re listening.

Use positive body language.

+M: Manage Your Way to Resolution

Gain agreement that a problem exists.

Identify each other’s concerns and needs.

Explore win-win solutions.

Agree on a course of action.

Determine how to handle missteps, shouldthey happen.

Close on a positive note.

+ No Time to Plan!

Stop, breathe, and think.

Acknowledge the conflict.

Buy some time (and then do CALM).

Take it somewhere else.

Keep it respectful.

+ Empowerment

You can buy someone’s time, you can buysomeone’s physical presence at a given place;you can even buy a measured number ofskilled muscular motions per hour or day. Butyou cannot buy enthusiasm; you cannot buyinitiative, you cannot buy loyalty; you cannotbuy devotion of hearts, minds, and souls. Youhave to earn these things.

-Clarence Francis

+ Maintaining Optimism

It is difficult to stay positive in times ofadversity including budget cuts and otherchanges, but it is important to keepingmorale high.

Shield your employees from politics andother irrelevant information

Share pertinent information with them

+Differences in Leadership Styles

Traditionalists- Directive

Baby boomers- Collegial

Gen X- Entrepreneurial

Gen Y- Collaborative

+

Which 2 Generations ValueWork-Life Balance the Most?

Generation X and Generation Y!

+Differences with Money

Traditionalists- pay cash

Baby boomers- buy now, pay later

Gen X- save, save, save

Gen Y- earn to spend

+

Which 2 generations have the mostdifficult time working together?

Generation X and Generation Y!

+

Which Generation might say“I’m in debt up to my eyeballs!” ?

Generation Y!

+Getting What You Want

Begin on a positive or personal note. How are you?

State your purpose.I am writing to follow up about....

Include action items.

Please provide the following by Wednesday, August 20:

Avoid extra words.

End on a positive note.

+Generations- Learning, Communicating, Working

+Tips for Working Together

Traditionalists and Baby Boomers cancommunicate best with Gen Xers by cutting tothe chase and avoiding unnecessary meetings.

If you have meetings, make them efficient.

Provide open workspace for Gen Yers tocollaborate and give Gen Xers privacy.

Send hand-written notes to Traditionalists.

Provide public recognition to Boomers and GenYers.

+

Which Generation would likelyappreciate this car the most?

Baby Boomers

+ Success

Coming together is a beginning,keeping together is progress, andworking together is success.

-Henry Ford

+ What is Next? Web 3.0

The next iteration of the Internet

More like a personal assistant

Vastly expanded search functions

Learned capabilities

Requires you to keep your finger on the

pulse of search engine strategies and

market with innovation

+

If you had to guess, how do you thinkGeneration Zers will be?

+Questions?

http://gabrielleconsulting.com/fpra (note:

this will be up by tomorrow)

gabrielle@gabrielleconsulting.com