Engaging Generation Y
Smartees Seminar
This is the full slidedeck of our „Engaging
Generation Y‟ Smartees Sebinar in
Rotterdam. The main focus is on how to
engage with the most marketing savvy
generation ever, Generation Y. The
main theme is elaborated, followed by an
interesting case study of Randstad.
GEN Y Conversation starters
• When I was a child I used to cry because of…
• When I was 16 my mom used to say…
• The first time I was drunk I …
• When I was 17 I wanted to become a…
• At age 18 my main hobby was…
Results
• The bank doubled its Gen Y customer base from 2011
• The daily rate of cards sale increased by 58% in the first 6
months from the launch (the double vs 2009)
• 12 times more ST loan approval procedures initiated than
weekly average 2010
• 10% more cross selling than in 2011
Page 44
strategy: engage – sell – build loyalty
Engage through their
passion for Music
Exclusive access
through Youth products
Capture more
everyday spend
Relevance
Trial
Loyalty
4 key partners to deliver sustainable engagement
Page 45
Exclusive experiences
Exclusive access
Tier 3
Tier 2
Tier 1
Exclusive content
And enable constant social content and conversation
Page 46 agosto 27, 2012
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
30th
17th
4th
18th
4th
6th
23rd
20th
16th 9th
16th 14th
Panda,
Moderatto,
Paty Cantu,
Enjambre,
Anahi, Zanetti,
Sofi Mayen,
Miró
Experiencia
CALENDARIO "YOUTH PLATFORM"
Mastercard
Hospitalities
PreSales
Giveaway Tickets
Memorabilia
Trip to concert
outside Mexico
Coldplay
Travel with an
artist
Backstage Pases
in Mexico for
concert
Meet & Greets
Interview an
Artist (Press
Conference)
Be Part of a
Video
Be at an album
recording
Attend to band
rehearsal
Music Lessons
with an artist
VIP Parties
College shows
Pocket shows
Maroon 5 Linkin Park TBD
Belinda y Zoé
KISS Smashing
Pumpkins
Coldplay Evanescence TBD Nervo
Los Claxons Mike Zanetti
Ha-Ash Miró Enjambre Sofi Mayen
Paty CantúHa-ash
Paty Cantu Miró Zoé y Zanetti
León Larregui Eiza Belinda Enjambre
Panda Los ClaxonsMike Zanetti Enjambre
Belinda Zoé
Sofi Mayen y
Benny
Enjambre Sofi Mayen Miró Zoé
MiróHa-Ash
Panda ModerattoPaty Cantu Hello Seahorse
Enjambre/Sofi
Mayen
Enjambre/Sofi
Mayen
Enjambre/Sofi
Mayen
Enjambre/Sofi
Mayen
TBD
Leon Larregui Paty Cantu Moderatto
KEANE TBD
2012 2013
JULY AUGUST JULY AUGUSTJUNESEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY
TBD TBD TBD
Page 47
Breadth and variety of artists to establish
credibility among Youth
Belinda Enjambre Zanetti Sofi Mayen Alex Syntek
Coldplay Moderatto Anahí
Ha-ash Miro Benny
Eiza
Paty Cantú
Zoe
Panda
Hello seahorse
Variety of benefits activated to address different objectives
Page 48
Presales Experiences with artists
Content/ downloads Ticketing Offers
Purchase Purchase Access w/o card Access w/ card Access w/o card
Access w/ card Access w/o card
Access w/ card
Page 50
4,000 university
student and 300
customers
experienced the
launch of Priceless
Music at an
exlusive concert
with Moderatto
Priceless Music launch event in Mexico City
to create buzz and momentum
① Stay true to your roots, but don’t shout
② Close is the new cool
① Be transparent and respectful, listen (like
friends would do)
Real
// I WILL NEVER FORGET THE DAY…
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.
Surprise
Fear
Anger
Sadness
Disgust
Meeting the
love of my life
Becoming a
sport champion
My first kiss
Extreme experience (e.g.
skydiving, mount climbing)
Parents got
divorced
New school
Encountered
aggression
When I was
dumped by my
partner
Death of a person
close to me
Was
diagnosed with
a serious
illness
When I got in a
fight
Discovered I had no
real friends when I
needed them most Moved
Graduated
Got my driving license
Being dumped by my
boy/girl friend
N = 40
N = 13
N = 14
N = 93
N = 30
Happiness N = 156
①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is about connecting youth in a
playful way
Happy
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com
Student Community Randstad Student: Engaging generation Y
Nice to meet you!
Karen Hoogendam, Senior Research Consultant
I‟m Karen 28 years old and Joined Insites Consulting
1 year ago, after working for Wageningen UR. I‟m
working in the Rotterdam office and my main focus is
qualitative research.
In my free time I spend a lot of times with friends, I
can be a total nerd when playing computer games
and love to travel and visit festivals.
http://be.linkedin.com/in/karenhoogendam
Nice to meet you!
Robin Keeris, marketing manager
I‟m Robin, 35 years old. I‟m marketing manager at
Randstad Netherlands. Last year I developed
Randstad Student together with a small team.
I‟m working in the head office in Diemen, and my
main focus is business development of new concepts.
Off work, I enjoy drinking a good glass of wine with
friends, going on trips, reading books and watching
the latest TV-series.
http://www.linkedin.com/in/robinkeeris
Randstad Student is born
Recruitment for the younger generation!
Robin, is er misschien een poster of aankondeging van de start van randstad
Student.
1. Immersion in the daily live of students
2. Student motivation & needs during
orientation
3. Optimise the proposition of Randstad
Student.
4. Generate a clear vision about how Randstad
can become (more) relevant for student.
community
Age 18- 24
Male and females
With different personalities
From different cities
HBO & WO
Living with their parents & living in a
student room
Study and Work
Your (current) part-time job
Your future full-time job
Orientation and applying for a job
2
Let’s talk about…
.. Government regulations
.. Stress from social media
.. How to improve the community website ;)
4
My study is my main focus
Everything else should be planned around this
“dit kwartaal is mijn rooster elke week
anders, het enige wat wel zeker is: tussen
7.45 en 9 sta ik op, ik ben tussen 13 en 17
klaar op school en tussen 23 en 1 ga ik
slapen. ” door Marten
1
Explore
The time is now
“Toen ik studie moest kiezen wist ik niet
wat ik later als beroep wou, dat ik voor tn
heb gekozen omdat je zoveel kanten op
kan. Natuurlijk ook omdat ik natuurkunde
interessant vind en aanleg voor heb.” door
Daniel Delft
2
Cultural capital
Content and skills are crucial
“Een baan die ik nooit zou willen is
vakkenvuller, dit werk zou ik niet uitdagend
genoeg vinden.” door Grimbo64
3
Perform under pressure
Achievements have to be accomplished now!
“Ik maak me misschien nog wel drukker
om het heden dan om het toekomst. Want
zoals @[tessaschrama] al zei, je moet nu
je tentamens halen, presteren dus.” door
Sinasappel
4
Technology is part of their live
.. but is a mean to a cause
“Tja, de mobiele telefoon. In mijn ogen een
van de meest overgewaardeerde
technologische snufjes van de afgelopen
jaren (naja het aspect dan wat je naast
bellen/smsen er tegenwoordig allemaal
mee kan).” Door Roaldvanb
5
Their brands
Don’t have to be student brands, but have to be recognized
“Rabobank: Zet zichzelf neer als een
rustige bank zonder fratsen. Ik
herken mezelf hierin.” Door
yuchuchu
6
They know the value of money
.. but have difficulty finding the balance
“Ik koop haast niks behalve mn studie
(alleen het hoogst nodige aan kleding),
toch 'maak ik verlies'. Baal ervan dat studie
zo duur is want ik moet nog lang.” Door
Melamini
7
Nothing is taken for granted
.. But if they work hard, they will reach their goals
“Echter is het volgens mij denkwijze niks
anders dan de gevolgen accepteren en je
best doen. Hoe kun je het probleem
omzeilen? hoe kunnen we het oplossen? Ik
zie kansen, opties en mogelijkheden of ga
er naar opzoek. Ik ben dus eerder
nieuwsgierig naar het verloop van het
heden en de toekomst en hoe kan ik met
de middelen die ik tot mijn beschikking heb
het optimale eruit halen?” Door Mootje
8
I believe in myself
Yes I can!
“Ik denk dat het vooral belangrijk is dat je
moet doen waar je goed in bent en wat je
leuk vindt; want dan volgt die leuke job ook
vanzelf. Als jij een enthousiaste specialist
bent kunnen ze niet om je heen!” door
Marit
9
They worry about their future
.. Not about the future
“Eerst dacht ik nooit na over de toekomst,
vooral omdat ik niet iets heb waarvan ik
denk dat wil ik echt doen later. Aangezien
ik nu al in m'n tweede jaar zit van mn
studie en ik al een stage moet gaan
regelen, zitten ze op school al vaak te
praten over later. Daar maak ik me dan wel
zorgen over. Ik heb nog helemaal niet het
gevoel dat ik al genoeg weet en kan om al
echt het bedrijfsleven in te gaan en
bedrijven te adviseren.” Door Kayla
10
But there is not 1 type of student
Different students are looking for different work environments
6 personalia
Work life balance
Suzanna
‘9 tot 5 is voor mij ideaal, maar ik zou niet fulltime willen werken. Het liefst 3 dagen
per week van 9 tot 5. ‘ “
The ‘career tiger’
Rodamo
“Wel vind ik dat de hoge cijfers wel heel makkelijk worden gegeven. Dit lijkt
natuurlijk heel chill, maar er is weinig eer aan te behalen als de helft dan de klas dit
heeft.” “ “
The ‘idealist’
Annia
‘Ik geloof veel hongersnoden voorkomen kunnen worden, simpelweg door goede
watersystemen aan te leggen en de grond zodanig te bewerken ‘
“
The ‘connector’
Chinco
‘Het lijkt me interessant om te werken op het snijvlak van business en ICT en
daarmee een brug te slaan tussen ‘klant en techniek?’
“
The ‘team worker’
Lille
‘Ik zou er niet aan moeten denken om een sollicitatiegesprek te moeten voeren via
Skype. Je mist dan de hele sfeer.’
“
‘spontaneous and flexible’
DaphneS
‘Natuurlijk wil ik zelfstandig kunnen werken, maar ik wil bij mijn eerste baan
ook juist veel leren. Dus geen project maar echt een baan voor minstens een
paar jaar. Een duidelijke functieomschrijving hoeft van mij niet persé, het lijkt me leuk als je juist heel
veel flexibiliteit hebt in je baan. Daardoor kun je ook meer leren.’
“
New mission statement
More emphasis on personal growth and independence
Growth in practice Together with you, Randstad Student works on your personal growth by offering suitable work experience and advise in every phase of your studies. We offer options and assist you in making the right job choices. This offers you the opportunity to discover and further develop your talents. This way you create your own turbo entrance to the labour market.
And further? We asked the students
Crowd sourcing platform
Crowd sourcing platform Initiated a crowdsourcing platform for students together with ABN AMRO Offering student to work their minds and share their ideas with companies Winning idea: • Competence based matching • Personalisation of Randstad Student
Let’s talk!
Karen Hoogendam
Senior Research Consultant, InSites Consulting
Robin Keeris
Marketing Manager, Randstad
http://www.linkedin.com/in/karenhoogenda
m
http://www.linkedin.com/in/robinkeeris
Nice to meet you!
Martijn van Bijnen,
Sr. Research Manager
I am 32 years old, living in Tilburg (yeah, yeah I
know ). Working for over 6 years in the
industry, of which 3 years for InSites Consulting.
Passionate about getting consumers in
boardrooms, specific focus on supporting growth
of FMCG brands via further enhancing
consumer centric decision making.
Responsible for international accounts such as
PepsiCo, Red Bull, Leaf / Cloetta, Bavaria,
eBay and more
@mvbijnen
http://nl.linkedin.com/pub/martijn-van-
bijnen/14/80b/b04
OR place your photo here
Nice to meet you!
Martijn van Bijnen,
Sr. Research Manager
I am 32 years old, living in Tilburg (yeah, yeah I
know ). Working for over 6 years in the
industry, of which 3 years for InSites Consulting.
Passionate about getting consumers in
boardrooms, specific focus on supporting growth
of FMCG brands via further enhancing
consumer centric decision making.
Responsible for international accounts such as
PepsiCo, Red Bull, Leaf / Cloetta,
Orangina/Schweppes and more.
@mvbijnen
http://nl.linkedin.com/pub/martijn-van-
bijnen/14/80b/b04
OR place your photo here
A research community is a carefully
screened group of people, who are
joining an online closed platform and
having engaging interactions with all
parties involved (among themselves,
with the research agency and with all
relevant internal and external client
stakeholders).
MROC’s
//Template 1 • Tekst ①Be where they are = online
②Online can be mobile too
③Alternative recruitment channels needed
Research to Generation Y
Your 4th of July party
Upload 6 pictures of you drinking and or eating at the party. And describe your decision on what you are drinking or eating at that moment with as much detail as possible: - Why this food/drink? - Why this moment? How did/do you feel? - Why this brand? - What are your thoughts when eating/drinking? Good luck!
Example task Contextual surveys
Richer input !! // example posts from Cloetta Candy Community
Example posts candy community NL // Cloetta (Leaf)
Cloetta Candy community 4 countries, 3 weeks ……….. …….257 participants ……….. ……. wrote 8.875 posts …….. .. containing 621.137 words
More input !!
//Template 1 • Tekst ①Who said research can’t be fun?
②Challenges vs. questions
③But remember it’s a means to an end
Research to Generation Y
Ideation Tool
To match the iterative and non-linear
nature of idea generation, the Ideation
Tool allows participants to post
multiple ideas to the ideation
challenges. Participants can comment
to improve the idea, resulting in a
change of status, from mining to rough
diamond, polished diamond and
eventually a diamond ring…
A new research paradigm: (Structural) collaboration: new role researchers
Researchers
Client
Consumers
//Template 1 • Tekst ①Focus on autonomy, mastery & purpose
②From respondents to participants
③The client is part of our team too!
Research to Generation Y
Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France,
Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.