generations, social media & content: what they mean to reinders
DESCRIPTION
Presentation notes on generational change, social media and content management ... three converging trends impacting the future of business.TRANSCRIPT
August 28, 2014Steve Drake
Generations, Social Media & Content: What They Mean to Reinders
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Generational Change + Digital Revolution =
The Future of Golf
https://www.youtube.com/watch?v=QFEYC4Z44v03
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Largest shift of human capital in history.
Generations
34.6%
33.3%
21.6%
10.4%
Ys Boomers Xers Matures
U.S Population Reinders’ Survey
0.0%
41.2%
55.9%
2.9%
1920 ‐ 1942 1943 ‐ 1960
1961 ‐ 1981 1982 ‐ 1995
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Gen Y Words
• Easier, happier, better• Accessible, convenient, fast• Diverse, inclusive, global• Mission, meaningful, value
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Knocks on Ys
• Trophy kids• No loyalty• Slackers
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Disclosures
Yes, these are generalizations
Yes, there are exceptionsWhat follows is a compilation of research and literature from multiple sources
Plagiarism vs research
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BabyBoomers
77 million
Generation Y
76+ million
Generation X
50 million
Matures
24 million
Before 1946
1946-1964 1965 – 1977 1978 - 1995
Birth Years:
9Majority of US workforce in 2015 43% of world's population is under age of 25
Generations by Birth Years
Generational Divides(Shared Experiences)
Generation Born Age in 2014 Core InfluenceSilents Mid‐1920s to early 1940s 70‐90 Depression, WWIIBoomers Early 1940s to early 1960s 55‐70 Man‐on‐Moon, Vietnam
Millennials Early 1980s to early 2000s 10– 33 9/11, Web 2.0, terrorismXers Early 1960s to early 1980s 34‐54 Latch key, Challenger
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GENERATIONS
Boomers Harley BeatlesMimeoTelecopy
Polaroid
Xers Nike MichaelJackson
Email Instamatic
Ys Apple BeebsSocial media
Selfies
Icon MusicTech Photos
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05
10152025303540
Num
ber E
ligib
le (m
illio
ns)
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
Year
Boomer Peak
Boomer retirement will lead to an “all
out war for talent.”
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2,925 new 65‐year‐olds by 3 pm today
Work
LifeFamily
WorkLife
Family
#1 Issue between Generations
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Boomers:Work is a PLACE
Ys:Work whenever &
wherever
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Y Priorities
Participation Down In
• Golf (1 course closes every 48 hours)• Tennis• Bowling• Service Clubs• College football tickets
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5 Currents Impacting Us
1. Sharing economy2. Gig economy3. Knowledge economy4. Experience economy5. Impact economy
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SHARING
1. Access & collaboration over ownership & acquisition
2. Roam beyond cul‐de‐sac & networkZIP carsFacebook, Instagram, Blogs
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GIG
1. Multi careers & entrepreneurs over one‐career and loyalty
2. Many engaged in multiple “gigs” rather than single job
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KNOWLEDGE
1. Innovation, interconnectedness, globalization over automation, silos, regimentation
2. Global access to people and knowledge
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EXPERIENCE
1. Emotion and experience over products and servicesmemorable experience creates raving fans
(starting with waiting rooms)social media helps people achieve personal
satisfaction
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IMPACT
1. For‐benefit enterprises over for‐profit enterprises
2. Does it improve the world?3. Causes
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• Gen Y workers want a job that lets them exercise personal values and beliefs.
• 62% want to work for companies that give them a chance to use their skills to help a nonprofit.
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• More than 60% of students volunteer at least monthly.
Cause MarketingExamples
American Express: Statue of Liberty
FedEx: Trees for Troops
Habitat for Humanity
Cook for the Cure
Return the Warmth
Chili’s Create-A-Pepper
Trees for Troops: Reach & Impact
14.2 MILLION householdssaid they saw, read or heard about Trees for Troops
1.9 MILLION householdssaid T4T “influenced” their decision to purchase a farm-grown tree in 2007
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ALS Ice Bucket Challenge
• ALS donations up from $2.5 mil in 2012 to $79.7 mil now!
• Plum Hollow CC takes Ice Bucket Challenge!
http://ow.ly/AGGOW 26
Potential Causes
• Golf mower rodeo• Foot golf• Expanded hole golf• Reinders cause of the month?
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Expanded Hole Size
• Supported by Taylormade Golf
• See hackgolf.org
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Foot Golf
• 200 courses• Brings in 1st timers
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Who & Why BEFORE What & How.
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The World Has Changed
Word of Mouse Expands Word of Mouth
U.S. Mobile App Use
55+ Year Olds25‐34 Year Olds
35‐54 Year Olds
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Your Social Media Use
50.0% 47.1%
85.3%73.5%
58.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Companywebsite
Socialmedia
Blogs Videosharing
Photosharing
% Not at all Active
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Personas
Develop persona of “typical” customer/buyer:• Who?• Where?• When?• How?
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Listening Tools
• Google News Alerts• Facebook• Twitter• Hashtags• Key Words• Other social media
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Google News Alert
– Key customers– Key prospects
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– Your competitors– Yourself
Monitoring
• Comcast service• Sweetbay’s sour milk
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Where Supers Are
Note: All Over the Place!Top 5 are:1. Personal FB – 56.2%2. Message board – 36.2%3. Club blog – 26.7%4. Club website – 21.0%5. Google + ‐ 18.1%
1.9%
26.7%5.7%
4.8%
7.6%
21.0%
5.7%56.2%
3.8%
10.5%
18.1%
36.2%
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Where You Are
0.0%0.0%0.0%0.0%2.9%2.9%5.9%5.9%5.9%
14.7%17.6%
26.5%47.1%
64.7%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Company blogPersonal YouTube
Company FacebookCompany Instagram
Company TwitterWork‐related YouTube
Personal websitePersonal blog
Company LinkedInCompany website
Personal InstagramPersonal Twitter
Personal FacebookPersonal LinkedIn
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Your Prospects Are Here
Are You?
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• Blogs• Facebook• YouTube• LinkedIn• Twitter• Flickr• SlideShare• Delicious• Yelp!• Craigslist• Instagram• Google News Alerts
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• Why: Build audience & fans• What: Monitor, connect, engage• When: IF fits persona
• #Throwback Thursdays• #Testimonial Tuesdays
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• Why: Build business‐to‐business audience• What: Share links & information• When: IF fits persona
Individuals:– 6,849 “golf course superintendents”– 8,998 “turf management”– 1,212 “turf equipment”Groups:– 113 in Sports Turf Managers– 3,434 in golf course superintendents, assistants and interns
• Consider upgrading to “Pro”
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• Why: Build audience sharing ideas• What: Visually showcase your products at
work• When: IF fits persona
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• Why: Build informed audience• What: Visually showcase your products at
work• When: IF fits persona
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Consider Go Pro cameras
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• Why: Build informed audience• What: Share stories/facts
• White papers, videos, presentations• When: IF fits persona
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• Why: Build informed audience• What: Monitor, share links
• To videos, white papers, successes• When: IF fits persona
• #Throwback Thursdays• #Testimonial Tuesdays
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Texting
• Do you collect cell phone #s of customers so you can text alerts to them?
• Text alerts? Yes!– Reinders just announced a special on ….
• Caution: don’t be a spammer! Get permission.
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Mobile Apps
• There’s an app for that!
• Why not Reinders’ Products apps?
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What is your hashtag?
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You are what you publish!
Stand at Your Seats
Sit if you have ever …a) Used Yelp
b) Used Trip Adviserc) Googled a product
or service
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The World Has Changed
If
can’t find you …
You Don’t Exist
You Are What You Publish
• How often do you share links of interest?• Do you help answer key questions via a blog? • Are you active on social media sites?• Do you post videos and photos online?• Do you share news of your customers or Reinders?
• Are you THE expert resource for your customers and prospects?
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Content
Reflecting on concept of repurpose, repackage & reuse, one work team suggested using COPE:• C = Create• O = Once• P = Publish• E = Everywhere
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Content Philosophies
• They ask … you answer.• If you are hard selling, you are losing.
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4 Steps in Marketingto Generation Y
Step 1: Make it relevantStep 2: Be where they are
• Be Google‐friendlyStep 3: Activate conversationsStep 4: Enhance loyalty
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Buyer/Customer Perspective
Think WII‐FM!• Problems• Trends/Issues• Concerns• Research
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Sharing Builds Audience
• Blog• Retweet• Email• Like• Post
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Content Formula
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1 = Daily (Website, Twitter, Facebook, LinkedIn)7 = Weekly (blog, web update)30 = Monthly (e‐letter, SlideShare post)4 = Quarterly (trade show, white paper)2 = Bi‐Annually (white paper, event)1 = Yearly (annual report, research project)
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How do you have the time?
We’ve switched from “boob tube” to social media.
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71% of USHouseholds
Yes, It Takes Time
• Consider creating a “To stop” list• Devote at least 44 minutes a day to listening & monitoring
• Creating & distribution takes more time• Central vs individuals
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Don’t Have Time?
• Service like Hubspot• Intern• Buy it with Google AdWords
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Tweetdeck: Monitoring
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Scheduling ‐ Hootsuite
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Create a
Strategy
Potential Tools of Your Hub
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Websites
• THE most important element today• Can no longer be an “electronic brochure”• Must be interactive• Must have new info DAILY• Should be the “hub” of all content• Must be adaptive …
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Adaptive
Reinder’s Website
How Often You Look at Web How Often You Refer Customers to Web
0.0%17.7%
20.6%61.8%
Once a day Once a weekOnce a month Less often
0.0%
17.7%
20.6%61.7%
Once a day Once a weekOnce a month Less often
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Find new customersIncreasing sales?
But 8 out of 10 refercustomers to Web once a month or less89.5%
5.3%
2.6% 2.6%
Website
Social media (Facebook, Twitter, LinkedIn, etc.)
Company blog
Photos (posted to Instagram, Pinterest or otherphoto sharing sites) 78
Reinderswebsite
• 26 specific comments about need to improve the Reinderswebsite
• Hard to focus because so much “stuff”
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Website
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Why a Blog?
• Drives people to your website• Creates informed buyers• Solves their problems• Reinforces sales efforts• Builds your reputation as valued resource
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Answer Questions
• They ask …. You answer!• Provide answers to buyers’ problems• Your suggestions for top questions
– 26.8% said cost or price – 17.9% said availability– 16.1% said performance, specs, capabilities– 8.9% said effectiveness
• Write stories that answer those questions
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Blogging Tools
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WordPress Blogger
Much of this information provided by NCTA from research conducted by Market Directions Inc.Gen Y Information Sources:1) Market Directions … www.marketdirections.com2) NCTA/Drake & Company … www.drakeco.com3) Beloit College … www.beloit.edu (Mindset List)4) Knowing Y: Sarah L. Sladek5) Generational Diversity: Jamie Notter
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Steve DrakePresident
10564 Carena CircleFort Myers, FL 33913
(314) 239-9464
CONTACT INFORMATION
[email protected]@stevedrake@causeaholic
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