gabrielle k. gabrielli, ph.d.gabrielleconsulting.com/docs/gabrielle--frpa-generations.pdfplan...
TRANSCRIPT
+
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*
+
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
+
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.
+
+ 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
A
d
d
V
a
l
u
e
+ 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
A
d
d
V
a
l
u
e
+
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
+
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
Don’t update status too much
+
+ 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
+
+
+
+
+ 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.
+
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)