AZA Aquarium Directors Session

15
The Importance of Online Engagement in Building Connections & Inspiring Visitation AZA Directors Session Colleen Dilenschneider IMPACTS Research & Development 10 September 2012
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Presentation for the Aquarium Directors Session at the AZA 2012 Annual Conference - Online engagement and driving visitation

Transcript of AZA Aquarium Directors Session

Page 1: AZA Aquarium Directors Session

The Importance of Online Engagement in Building Connections & Inspiring Visitation

AZA Directors Session

Colleen DilenschneiderIMPACTS Research & Development

10 September 2012

Page 2: AZA Aquarium Directors Session

What influences the visitation decision-making process? Discretionary decision-making utility model

Page 3: AZA Aquarium Directors Session

Diffusion of Messaging

“Q” - the coefficient of imitation - has a value 12.85x greater than that of “P”- the coefficient of innovation. This is critically important to understand as there is no amount of advertising or other forms of “P” that will overcome a deficiency of earned media (i.e.- “Q”)

Page 4: AZA Aquarium Directors Session

Public sources of informationReach: Via what channels do people acquire information?

Web

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0

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443.2

287.6

233.8

157.2

108.4 111.6 109.6

76.2 74.354.5

12.3 9.8 8.7

495.9

403.5

237.0

120.6

179.6

148.7

109.1

71.3 69.650.3

9.4 9.5 8.8

Jun 2011 Mar 2012

INDEX VALUE

Page 5: AZA Aquarium Directors Session

Public sources of informationTrust: How credible are the respective information channels?

Web

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134.5

112.2

289.6

187.6

121.6

199.5

143.2 141.0

245.2 243.1

43.8 51.1 44.4

152.5

119.8

284.3

192.3

128.7

211.1

112.3

138.8

242.9 244.5

29.648.7 44.1

Jun 2011 Mar 2012

INDEX VALUE

Page 6: AZA Aquarium Directors Session

Public sources of informationAmplification: What is the re-distribution potential of the respective information channels?

Web

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98.7

186.0

91.2

177.4

89.499.7

31.312.8 19.4

55.8

24.39.4 10.3

99.2

235.5

92.7

175.8

92.0101.8

29.613.4 19.1

64.8

22.79.2 9.6

Jun 2011 Mar 2012

INDEX VALUE

Page 7: AZA Aquarium Directors Session

Public sources of informationOverall Value: What are the weighted, relative values of the respective information channels?

Web

Socia

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269.0 274.4 282.3

239.2

53.9

101.5

22.56.3

16.233.8

0.6 0.2 0.2

269.7

409.3

224.6

146.6

76.5

114.9

13.0 4.8 11.628.7

0.2 0.2 0.1

Jun 2011 Mar 2012

INDEX VALUE

Page 8: AZA Aquarium Directors Session

Who are Millennials?

• There are currently nearly 90 million Millennials (born 1980 – 1994; “true” Millennials born 1981- 1989)

• Gen X: 1965 - 1979• Boomers: 1945 - 1964• Traditionalists 1925 - 1944

• Characterized as: • Entreprenuerial • Public service motivated• Connected and protected

• Tech-savvy• Entitled and “over-educated”• Community-oriented

• Difficulty with traditional hierarchy

• Millennials currently represent a $1 trillion+ market/year, comprise 27% of the US population, one-third of the workforce, and will surpass Boomer buying power by 2017

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Tip #1) Sell your admission

74% of Millennials are more likely to pay attention to a company’s messages if the company has a deep commitment to a cause

Source: Cone Millennial Case Study

83% of Millennials will trust a company more if it is socially/environmentally responsible

66% will recommend products/services if the company is socially responsible

69% consider a company’s social and environmental commitment when deciding where to shop

89% are likely or very likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause

Page 10: AZA Aquarium Directors Session

Tip #2) It’s about the experience

What you can you do:• Create multichannel

interactions • Personalize experience by

knowing your audience

Millennials are members of the “Experience Economy”

73% of Millennials will leave after one bad experience; 85% will tell others about poor experiences (Convergy’s Customer Management)

Satisfaction does not equal loyalty

Millennials want personalized customer service or intelligent self-service

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Tip #3) Get to the point & do it quickly

A picture is worth a thousand words (movement to a “visual

web”)

Millennials have A.O.A.D.D. Always-on-attention-deficit-disorder

(coined by Pew Research)

Make it relevant and do it quickly to capture attention

More information than ever before; a lot to get through.

“Connected and distracted”

,

“Multitasking machines”

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Tip #4) Be tech-friendly & get social

Using social technology is natural life occurrence to Millennials. They are connected and they grew up with it

50 = median number of text messages Millennials send every day (Pew Research)

24% of Millennials say that ‘Technology use’ is what most makes their generation unique (Pew Research) 74% of

Millennials believe that technology makes life easier (Pew Research)

54% think technology brings them closer to friends and family (Pew Research)

56% of Millennials think technology allows people to use their time more efficiently (Pew Research)

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Tip #5) Let everyone be a curator

Remember: everyone on a Millennial soccer team was an MVP

Social media means business revolves around the

consumer

In large part due to social media and interconnectivity, Millennials have “Warholism.” Anyone can be famous.

Millennials value transparency, engagement, reputation and communicationl

Open Authority: allowing the public to contribute to your brand

Page 14: AZA Aquarium Directors Session

For Gen Y, technology and connectivity rule

33% of Millennials more likely to buy product if it has a Facebook page compared to 17% of non-Millennials (Boston Consulting Group)

48% of Millennials say word-of-mouth influences their product purchases more than TV ads. Only 17% said a TV ad prompted them to buy (Intrepid Study)

43% of 18-24 year-olds say that texting is just as meaningful as an actual conversation with someone over the phone(eMarketer)

41% of Millennials have made a purchase using their smartphone (Edelman Digital)

27% = approximate decline in email usage among those ages 12-34 over the past year (ComScore Study)

Page 15: AZA Aquarium Directors Session

Have questions, ideas, or resources?Please contact me!

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