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

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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

steve@scdgroup.net@stevedrake@causeaholic

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