Generations, Social Media & Content: What They Mean to Reinders
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This document discusses the impact of generational change and the digital revolution on industries such as golf, highlighting key generational characteristics and preferences. It emphasizes the importance of adapting business strategies to appeal to younger generations, particularly Generation Y, who prioritize work-life balance and social engagement. The document also describes various economic currents affecting consumer behavior and suggests strategies for businesses to connect with these demographics through social media and content marketing.
Generations, Social Media & Content: What They Mean to Reinders
- 1. Generations, Social Media & Content: What They Mean to Reinders August 28, 2014 Steve Drake 1
- 2. 2 Generational Change + Digital Revolution =
- 3. The Future of Golf https://www.youtube.com/watch?v=QFEYC4Z44v0 3
- 4. 4 Largest shift of human capital in history.
- 5. Generations U.S Population Reinders’ Survey 34.6% 10.4% 33.3% 21.6% Ys Boomers Xers Matures 0.0% 41.2% 2.9% 55.9% 1920 ‐ 1942 1943 ‐ 1960 1961 ‐ 1981 1982 ‐ 1995 5
- 6. Gen Y Words • Easier, happier, better • Accessible, convenient, fast • Diverse, inclusive, global • Mission, meaningful, value 6
- 7. Knocks on Ys • Trophy kids • No loyalty • Slackers 7
- 8. Disclosures Plagiarism vs research Yes, these are generalizations Yes, there are exceptions What follows is a compilation of research and literature from multiple sources 8
- 9. Generations by Birth Years Baby Boomers 77 million Generation Y 76+ million Generation X 50 million Matures 24 million Before 1946 1946-1964 1965 – 1977 1978 - 1995 Birth Years: Majority of US workforce in 2015 9 43% of world's population is under age of 25
- 10. Generational Divides (Shared Experiences) Generation Born Age in 2014 Core Influence Silents Mid‐1920s to early 1940s 70‐90 Depression, WWII Boomers Early 1940s to early 1960s 55‐70 Man‐on‐Moon, Vietnam Xers Early 1960s to early 1980s 34‐54 Latch key, Challenger Millennials Early 1980s to early 2000s 10– 33 9/11, Web 2.0, terrorism 10
- 11. GENERATIONS Icon Tech Music Photos Boomers Harley Mimeo Beatles Telecopy Polaroid Email Instamatic Xers Nike Michael Jackson Ys Apple Social Beebs media Selfies 11
- 12. 40 35 30 25 20 15 10 5 0 Number Eligible (millions) 2010 2009 2008 2012 2011 2013 Boomer Peak 2016 2015 2014 2018 2017 2020 2019 2022 2021 2023 Year Boomer retirement will lead to an “all out war for talent.” 12
- 13. 13 2,925 new 65‐year‐olds by 3 pm today
- 14. #1 Issue between Generations Work Life Family Work Life Family 14 Boomers: Work is a PLACE Ys: Work whenever & wherever
- 15. 15 Y Priorities
- 16. Participation Down In • Golf (1 course closes every 48 hours) • Tennis • Bowling • Service Clubs • College football tickets 16
- 17. 5 Currents Impacting Us 1. Sharing economy 2. Gig economy 3. Knowledge economy 4. Experience economy 5. Impact economy 17
- 18. SHARING 1. Access & collaboration over ownership & acquisition 2. Roam beyond cul‐de‐sac & network ZIP cars Facebook, Instagram, Blogs 18
- 19. GIG 1. Multi careers & entrepreneurs over one‐career and loyalty 2. Many engaged in multiple “gigs” rather than single job 19
- 20. KNOWLEDGE 1. Innovation, interconnectedness, globalization over automation, silos, regimentation 2. Global access to people and knowledge 20
- 21. EXPERIENCE 1. Emotion and experience over products and services memorable experience creates raving fans (starting with waiting rooms) social media helps people achieve personal satisfaction 21
- 22. IMPACT 1. For‐benefit enterprises over for‐profit enterprises 2. Does it improve the world? 3. Causes 22
- 23. • 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. 23 • More than 60% of students volunteer at least monthly.
- 24. Cause Marketing Examples American Express: Statue of Liberty FedEx: Trees for Troops Cook for the Cure Habitat for Humanity Return the Warmth Chili’s Create-A-Pepper
- 25. Trees for Troops: Reach & Impact 14.2 MILLION households said they saw, read or heard about Trees for Troops 1.9 MILLION households said T4T “influenced” their decision to purchase a farm-grown tree in 2007 25
- 26. 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
- 27. Potential Causes • Golf mower rodeo • Foot golf • Expanded hole golf • Reinders cause of the month? 27
- 28. Expanded Hole Size • Supported by Taylormade Golf • See hackgolf.org 28
- 29. Foot Golf • 200 courses • Brings in 1st timers 29
- 30. 30 Who & Why BEFORE What & How.
- 31. 31 The World Has Changed Word of Mouse Expands Word of Mouth
- 32. U.S. Mobile App Use 25‐34 Year Olds 55+ Year Olds 35‐54 Year Olds 32
- 33. Your Social Media Use 50.0% 47.1% 85.3% 73.5% 58.8% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Company website Social media Blogs Video sharing Photo sharing % Not at all Active 33
- 34. 34
- 35. Personas Develop persona of “typical” customer/buyer: • Who? • Where? • When? • How? 35
- 36. Listening Tools • Google News Alerts • Facebook • Twitter • Hashtags • Key Words • Other social media 36
- 37. Google News Alert – Key customers – Key prospects 37 – Your competitors – Yourself
- 38. Monitoring • Comcast service • Sweetbay’s sour milk 38
- 39. 39
- 40. 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% 18.1% 10.5% 3.8% 36.2% 40
- 41. Where You Are 5.9% 5.9% 5.9% 2.9% 2.9% 0.0% 0.0% 0.0% 0.0% 17.6% 14.7% 26.5% 47.1% 64.7% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Personal LinkedIn Personal Facebook Personal Twitter Personal Instagram Company website Company LinkedIn Personal blog Personal website Work‐related YouTube Company Twitter Company Instagram Company Facebook Personal YouTube Company blog 41
- 42. Your Prospects Are Here Are You? 42
- 43. • Blogs • Facebook • YouTube • LinkedIn • Twitter • Flickr • SlideShare • Delicious • Yelp! • Craigslist • Instagram • Google News Alerts 43
- 44. • Why: Build audience & fans • What: Monitor, connect, engage • When: IF fits persona • #Throwback Thursdays • #Testimonial Tuesdays 44
- 45. • 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” 45
- 46. • Why: Build audience sharing ideas • What: Visually showcase your products at work • When: IF fits persona 46
- 47. 47
- 48. • Why: Build informed audience • What: Visually showcase your products at work • When: IF fits persona 48 Consider Go Pro cameras
- 49. 49
- 50. • Why: Build informed audience • What: Share stories/facts • White papers, videos, presentations • When: IF fits persona 50
- 51. • Why: Build informed audience • What: Monitor, share links • To videos, white papers, successes • When: IF fits persona • #Throwback Thursdays • #Testimonial Tuesdays 51
- 52. 52
- 53. 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. 53
- 54. Mobile Apps • There’s an app for that! • Why not Reinders’ Products apps? 54
- 55. 55 What is your hashtag?
- 56. 56 You are what you publish!
- 57. Stand at Your Seats Sit if you have ever … a) Used Yelp b) Used Trip Adviser c) Googled a product or service 57
- 58. 58 The World Has Changed If can’t find you … You Don’t Exist
- 59. 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? 59
- 60. Content Reflecting on concept of repurpose, repackage & reuse, one work team suggested using COPE: • C = Create • O = Once • P = Publish • E = Everywhere 60
- 61. Content Philosophies • They ask … you answer. • If you are hard selling, you are losing. 61
- 62. 4 Steps in Marketing to Generation Y Step 1: Make it relevant Step 2: Be where they are • Be Google‐friendly Step 3: Activate conversations Step 4: Enhance loyalty 62
- 63. Buyer/Customer Perspective Think WII‐FM! • Problems • Trends/Issues • Concerns • Research 63
- 64. Sharing Builds Audience • Blog • Retweet • Email • Like • Post 64
- 65. Content Formula 65 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)
- 66. 66
- 67. How do you have the time? 71% of US Households We’ve switched from “boob tube” to social media. 67
- 68. 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 68
- 69. Don’t Have Time? • Service like Hubspot • Intern • Buy it with Google AdWords 69
- 71. Scheduling ‐ Hootsuite 71
- 72. 72 Create a Strategy
- 73. Potential Tools of Your Hub 73
- 74. 74
- 75. 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 … 75
- 76. 76 Adaptive
- 77. 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 week Once a month Less often 0.0% 17.7% 20.6% 61.7% Once a day Once a week Once a month Less often 77
- 78. Find new customers Increasing sales? But 8 out of 10 refer customers to Web 2.6% 2.6% 89.5% once a month or less 5.3% Website Social media (Facebook, Twitter, LinkedIn, etc.) Company blog Photos (posted to Instagram, Pinterest or other photo sharing sites) 78
- 79. Reinders website • 26 specific comments about need to improve the Reinders website • Hard to focus because so much “stuff” 79
- 80. Website 80
- 81. 81
- 82. Why a Blog? • Drives people to your website • Creates informed buyers • Solves their problems • Reinforces sales efforts • Builds your reputation as valued resource 82
- 83. 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 83
- 84. Blogging Tools 84 WordPress Blogger
- 85. Much of this information provided by NCTA from research conducted by Market Directions Inc. Gen Y Information Sources: 1) Market Directions … www.marketdirections.com 2) NCTA/Drake & Company … www.drakeco.com 3) Beloit College … www.beloit.edu (Mindset List) 4) Knowing Y: Sarah L. Sladek 5) Generational Diversity: Jamie Notter 85
- 86. CONTACT INFORMATION Steve Drake President 10564 Carena Circle Fort Myers, FL 33913 (314) 239-9464 steve@scdgroup.net @stevedrake @causeaholic 86