Cross Generational Engagement using Social Media

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Cross GenerationalEngagement

A look into understanding and implementingsocial media for a cross generational

membership

[email protected]

facebook.com/mattdollinger@mattdollinger

www.TheYouFactor.com
mailto:[email protected]://www.theyoufactor.com/http://www.twitter.com/mattdollingerhttp://www.facebook.com/mattdollingermailto:[email protected]


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Who is Generation X

Generation X (aged 29 to 42) Use technology when it when it supports a

lifestyle need

Generation X Stats During the past three months, 69% have shoppedonline

65% used online bankingmore than any othergroup

21% are now reading a blog once per monthcompared to 15% last year 61% of mobile subscribers text compared to 49%

in 2007

Statistics available at

http://legalcareers.about.com/od/practicetip
http://legalcareers.about.com/od/practicetips/a/GenerationX.htmhttp://legalcareers.about.com/od/practicetips/a/GenerationX.htm


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Why Generation X

Individualistic: Generation X came of age in an era of two-income families, rising divorce rates and a faltering economy.

Technologically Adept: The Generation X mentality reflects ashift from a manufacturing economy to a service economy.

Flexible: Many Gen Xers lived through tough economic timesin the 1980s and saw their workaholic parents lose hard-earned positions.

Value Work/Life Balance: Unlike previous generations,members of Generation X work to live rather than live towork.

Distrusting of Establishment: Lack of heroes andoverloaded advertisements have caused a deep distrust.


http://legalcareers.about.com/od/practicetips/a/GenerationX.htmhttp://legalcareers.about.com/od/practicetips/a/GenerationX.htm


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Who is Generation Y

Generation Y (aged 18-28) Most tech savvy of any generation. First native online population

tech is embedded into everything they do 90% own a computer 82% own a mobile phone 72% of mobile phone users send or receive SMS

messages

Spend more time online than they do watchingtelevision

42% watch online video at least once per month.


http://legalcareers.about.com/od/practicetips/a/GenerationY.htmhttp://legalcareers.about.com/od/practicetips/a/GenerationY.htm


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Why Generation Y (cont.)

Tech-Savvy: Generation Y grew up with technologyand rely on it to perform their jobs better. Family-Centric: The fast-track has lost much of its

appeal for Generation Y who is willing to trade highpay for fewer billable hours, flexible schedules and a

better work/life balance. Achievement-Oriented: Nurtured and pampered byparents they are confident, ambitious andachievement-oriented.

Team-Oriented: As children, Generation Y

participated in team sports, play groups and othergroup activities. Attention-Craving: Generation Y craves attention in

the forms of feedback and guidance.


http://legalcareers.about.com/od/practicetips/a/GenerationY.htmhttp://legalcareers.about.com/od/practicetips/a/GenerationY.htm


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Bridging the Gap

Because Generation Y is so future-orientedand so trend-setting, winning over this groupwill also attract Baby Boomers and those fromGeneration X.

"If you appeal to this skeptical market,youll be future-oriented, and thatll

attract all the other groups"


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Generational Marketing 101

Avoid clichs and insincerity. Avoid hype. Use sound bites, strong images and short snappy phrases. Keep your marketing text concise. Use plenty of "cool" graphics and bright colors

Keep the tone of your marketing campaign low-key andsincere.

Show concern for the environment. Understand that they expect instant gratification. Appeal to their sense of being technologically savvy.

Emphasize the functional benefits of your products/services. Be realistic and offer practical information. Emphasize quality.. Respond quickly to its ever-changing needs and wants.


http://www.generationwhy.com/articles-and-informa
http://www.generationwhy.com/articles-and-information/generation-y-and-trade-shows.htmlhttp://www.generationwhy.com/articles-and-information/generation-y-and-trade-shows.html


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What the outside industry is

doing


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Start Looking Outside of it


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Why are these companieswinning the social media game?


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So how can you engageyour target audience?


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Engaging your Membership

What do we already know? They are individualistic

Technologically Advanced

Distrust of Establishment

Work/Life Balance (The 24/7 Syndrome)

Team Oriented

Attention and Praise Craving


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Earning Trust through Value


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Allow for Individualism


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Embrace Technology Everywhere


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Seek Insight, Opinions &Collaboration


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Humanize Management andAuthority


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Highlight Work and Play


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Highlight Praise Publically


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Knowing your audience


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Facebook members by age


http://fastwonderblog.com/2009/04/27/social-media
http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/


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Twitter members by age


http://fastwonderblog.com/2009/04/27/social-media
http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/


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But those arent the kickers


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In 2008 YouTube became the #2Search Engine below Google

*See additional page for allYouTube Statistical References


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YouTube Statistics

#4 Largest Site on the Internet

#1 Largest video site on the web

300MM Worldwide Visitors a Month

100 Million Visitors per Month 5 Billion Video Streams Every month 40% of all

videos online

(Do the Math 5 Billion / 300 million worldwidevisitors = 17 streams a month per person)

15 Hours of video uploaded every minute

*See additional page for allYouTube Statistical References


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The YouTube Effect


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YouTube User Demographics


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Why is your target audience onYouTube?


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Your younger consumers, agentsand membership are going to

YouTube.

Are YOU there?


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How to Use YouTube

Informational on upcoming events/news

Feedback for events and testimonials

Guides on how to Screencasts of speakers/events

Membership profiles

Social Responsibility highlights


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Matthew Dollinger

@properties

Performance Coach773.354.9681

[email protected]

www.TheYouFactor.com

Thank you

Special thanks to:Peter Kim (www.beingpeterkim.com)

David Armano (www.darmano.typepad.com)

Todd Carpenter (twitter @tcar)
mailto:[email protected]://www.beingpeterkim.com/http://www.darmano.typepad.com/http://www.theyoufactor.com/http://www.linkedin.com/in/mattdollingerhttp://www.twitter.com/mattdollingerhttp://www.facebook.com/mattdollingerhttp://www.darmano.typepad.com/http://www.beingpeterkim.com/mailto:[email protected]


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YouTube Research Sources

Digita Et nograp y http://ksudigg.wetpaint.com/page/YouTube+Statistics

Mashable (2 references) http://mashable.com/2008/12/09/youtube-comscore-stats/

http://mashable.com/2009/05/20/online-video-growth/ Comscore http://www.comscore.com/Press_Events/Press_Releases/20

Quantcast.com

http://www.quantcast.com/youtube.com Nielsen Wire

http://blog.nielsen.com/nielsenwire/nielsen-news/americans-
http://ksudigg.wetpaint.com/page/YouTube+Statisticshttp://mashable.com/2008/12/09/youtube-comscore-stats/http://mashable.com/2009/05/20/online-video-growth/http://www.comscore.com/Press_Events/Press_Releases/2008/03/YouTube_Usage/%28language%29/eng-UShttp://www.quantcast.com/youtube.comhttp://blog.nielsen.com/nielsenwire/nielsen-news/americans-watching-more-tv-than-ever/http://blog.nielsen.com/nielsenwire/nielsen-news/americans-watching-more-tv-than-ever/http://www.quantcast.com/youtube.comhttp://www.quantcast.com/youtube.comhttp://www.comscore.com/Press_Events/Press_Releases/2008/03/YouTube_Usage/%28language%29/eng-UShttp://mashable.com/2009/05/20/online-video-growth/http://mashable.com/2008/12/09/youtube-comscore-stats/http://ksudigg.wetpaint.com/page/YouTube+Statisticshttp://ksudigg.wetpaint.com/page/YouTube+Statistics


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Cross Generational Engagement using Social Media

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