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Bridging the Generations:[From Minnie Pearl & Pearl Harbor         To Wiki & Wii]            December 6, 2011        Steve...
About MeCoach: “Drake, you’d be better if you were more        mobile, agile and hostile!”                                ...
About MeOhio StateClarke, the Woman’s CollegeAlbion CollegeAmerican Soybean Association   3
Your Expectations•   Motivating younger workers•   How to “reach” multiple generations•   Communications ideas•   Differen...
Organizational success increasingly dependenton ability of employees and managers to dealwith generational differences    ...
Generational          ChallengesFour Generations as:• Members/Customers/Prospects/Golfers• Employees• Colleagues          ...
Today’s AgendaDefining the GenerationsWork GroupsReport Back                           7
SurveysFive surveys this year:• 23 service club leaders• 28 golf course superintendents• 142 golf course professionals• 11...
Who is Here                              Work role       70.0%                63.3%       60.0%       50.0%       40.0%   ...
Who is HereType Course             13.3% 20.0%             66.7% Public   Private   Resort                             10
Who is Here                 Location                  7             5                                          4          ...
Birth Years     SBI Attendees                          Golf Industry                         0.0%                         ...
Disclosures Yes, these are generalizationsYes, there are exceptionsPlagiarism vs researchWhat follows is a compilation...
Defining the Generations                       14
Generations             (Statistical Years) Matures       Baby      Generation X     Generation             Boomers       ...
Generations                  (Shared Experiences)Generation: Born:                    Age in   Core Influence:            ...
Generational               Words• 1970s: Long hair• Today: Longing  for hair                            17
• 1970s: Long hair          • 1970s: Screw the system• Today: Longing for hair   • Today: Upgrade the system• 1970s: Acid ...
Stand at Your                         CornerPearl Harbor                        Kennedy AssassinationDepression           ...
20
Boomer                                                                                     retirement will                ...
Characteristics, Perspectives,    Attitudes and Beliefs                                 22
Matures:                   Boomers:Depression                 Post WWIIBuilders                   SpendersSavers        Ge...
Cultural Differences:Work-Life balanceFlextimeFocus on friends/familiesDigital nativesBoomers:Work is a PLACEYs:Work w...
#1 Issue between Generations                                      Work      Life     Work             Life                ...
• Gen Y workers want a job that lets them  exercise personal values and beliefs.• 62% want to work for companies that  giv...
Tee It UpWhat can you do to support local causes …beyond hosting a golf outing?                                           ...
• More than 60% of students volunteer at  least monthly• Focus: environment, poverty and  community problems• Top reasons ...
1.   Who is Gen Y?2.   How big is it?3.   What “turns their crank?”4.   How do they define success?                       ...
Generationsas Employees               30
100%    80%    60%                      44%    40%                       34%    20%                               12%     ...
Assets           Liabilities• Stable         • Inept with change• Details        • Reluctant to buck• Loyal            sys...
Assets                  Liabilities•   Driven              • Not budget minded•   Service oriented    • Reluctant to oppos...
Assets                 Liabilities•   Adaptable          • Impatient•   Technoliterate     • Poor people skills•   Indepen...
Assets                  Liabilities•   Collective action   • Need for supervision &•   Optimism              structure•   ...
Management              Challenges• Motivating employees• Communications & language barriers• Management issues:  budgets,...
Recruit/Engage New          Members Under 35Top 3 Comments from SBI folks:• Digital media: web, email, social media• Fun &...
1.   What Generations are in the work place?2.   How do we learn to work together?3.   What “turns their crank” about work...
Discussion at seats:  (Pair with someone of different  colored card / generation) What does this mean to you in your  wor...
Generationsas Consumers& Media Users                40
Gen Y’s Time Use50%45%40%35%30%25%20%15%10% 5% 0%            r        d         t          t                     p       t...
Young Adults65% Say Internet Main News Source       * Up from 34% in 2007                                42
•   Blogs•   Google News Alerts•   Facebook•   YouTube•   LinkedIn•   Twitter•   Flickr•   SlideShare•   Delicious•   Yelp...
How do you have the time?We’ve switched from “boob tube”         to social media.                                  44
Mobile Mania         billionComputer Users                    billion                   Cell Phone Users                  ...
Texting• Do you collect cell phone #s of members  so you can text alerts to them?• Text alerts? Yes!  – Such as t-time jus...
Content RulesContent creates awareness, builds fans!                                          47
Competition or   Ally?                 48
You Are What               You Publish• When was the last time you looked at your own  website? Your competitor’s website?...
50
Empowering Staff Driven Content                   51
Survey Results        To e-surveyGolf Superintendents: N=142  SBI participants: N=29                          52
Primary Source                of News                 3.8%                             3.8%         0.0%    Daily Newspape...
Top Rated          News/Info Sites#1   Internet News Sites#2   Mobile/Text notices#3   Local Radio                        ...
Job News/Info3025                                                                                                         ...
Vital                     Communications        70.0%                     62%        60.0%        50.0%                   ...
10.0%                                              20.0%                                                      30.0%       ...
Receiving Job                Applications90.0%        85%80.0%70.0%60.0%50.0%40.0%                       38%30.0%20.0%10.0...
Your Social Media               Top 3      60.0%                   53.8%      50.0%                                       ...
Meetups, Tweetups, T westivals, Flashmobs                0.0%      30.8%                          69.2%Yes   No      Have ...
MeetUps, Tweetups,    FlashMob                      0.0%              30.8%                              69.2%        Yes ...
Social Media Tool• Gen Y loves word of mouth• Yelp! is one of the common review  sites• Yelp! yourself to see your reviews...
63
Texting[Sending, Receiving]         4%              4%                   4%                        Never                  ...
Use of Association        Website           7.7%26.9%                     Never                          Occasionally     ...
Any Disconnect?           Do you feel a generational disconnect with        employees, co-workers or managers/superiors wh...
Much of this information provided by NCTA from researchconducted by Market Directions Inc.Gen Y Information Sources:1) Mar...
Work Groups1. Divide into 4 groups of 6-8 each2. Be sure your “generational cards” are split   evenly in each group3. I’ll...
Work Groups1.   Recruiting & motivating employees2.   Managing generations: staff, boards3.   Communications & interaction...
Report Back1. Each group share up to 3 responses/ideas   from your topic2. Everyone fill in the card and return to Steve3....
Final Thoughts• Bridging the generations can result in  powerful forward movement• It is not easy• New tools help you reac...
CONTACT INFORMATION    Steve Drake       President      PO Box 316Chesterfield, MO 63006   (314) 239-9464steve@scdgroup.ne...
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Bridging the Generations in Golf: Syngenta Business Institute

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Syngenta hosts a Business Institute (at Wake Forest) for golf course superintendents. This session helped participants focus on generational differences in golfers, members and employees at U.S. golf courses.

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  • Thought I’d tell you a bit about myself. Mrs. A & Man on the MoonClarke, The Woman’s CollegeSoy to the WorldFarm-grown Christmas TreesAward-winning + Case Study in Consumer Marketing book
  • 60% of companies report some level of generational tension in the work force
  • Golf Industry survey: 80.6% single; 15.3% multiple
  • GI survey: 52.8% public; 40.3% private; 6.9% resort
  • 1 person turns 65 EVERY 8 SecondsSo, by the time I end at 3:00, another 787 people will have turned 65.And, by the time you finish at dinner tonight, 3,488 will have turned 65!
  • You are NOT using the media that Gen Y widely uses (Facebook, YouTube, Craigslist, Texting). They could spell problems as you move forward.
  • 200 “golf” Meetup groups near your 28 courses … one has 8,000 members! Consider a flashmob at your club?
  • 41 reviews on 12 clubs … here are 3 examples …
  • Transcript of "Bridging the Generations in Golf: Syngenta Business Institute"

    1. 1. Bridging the Generations:[From Minnie Pearl & Pearl Harbor To Wiki & Wii] December 6, 2011 Steve Drake 1
    2. 2. About MeCoach: “Drake, you’d be better if you were more mobile, agile and hostile!” 2
    3. 3. About MeOhio StateClarke, the Woman’s CollegeAlbion CollegeAmerican Soybean Association 3
    4. 4. Your Expectations• Motivating younger workers• How to “reach” multiple generations• Communications ideas• Different management approaches 4
    5. 5. Organizational success increasingly dependenton ability of employees and managers to dealwith generational differences 5
    6. 6. Generational ChallengesFour Generations as:• Members/Customers/Prospects/Golfers• Employees• Colleagues 6
    7. 7. Today’s AgendaDefining the GenerationsWork GroupsReport Back 7
    8. 8. SurveysFive surveys this year:• 23 service club leaders• 28 golf course superintendents• 142 golf course professionals• 115 association staff/volunteers• 724 farmers & ranchers 8
    9. 9. Who is Here Work role 70.0% 63.3% 60.0% 50.0% 40.0% 30.0% 30.0% 20.0% 13.3% 10.0% 0.0% 0.0%Golf Course Superintendent Superintendent (multiple courses) Golf Course (single course) Golf Course Superintendent (golf management company) Assistant Golf Course Superintendent 9
    10. 10. Who is HereType Course 13.3% 20.0% 66.7% Public Private Resort 10
    11. 11. Who is Here Location 7 5 4 2 4 9East Midwest Northeast Southeast Southwest West 11
    12. 12. Birth Years SBI Attendees Golf Industry 0.0% 1% 7.7% 0.0% 48% 51% 92.3%1920-1942 1943-1962 1963-1982 1983-2002 Boomers Xers Ys• No Silents; No Ys; 9 “cuspers” 12
    13. 13. Disclosures Yes, these are generalizationsYes, there are exceptionsPlagiarism vs researchWhat follows is a compilation of research and literature from multiple sources 13
    14. 14. Defining the Generations 14
    15. 15. Generations (Statistical Years) Matures Baby Generation X Generation Boomers Y24 million 50 million 77 million 76+ millionBirthYears:Before 1946-1964 1965 – 1977 1978 - 19951946 15
    16. 16. Generations (Shared Experiences)Generation: Born: Age in Core Influence: 2011:Silents Mid-1920s to early 70-90 Depression, WWII 1940sBoomers Early 1940s to early 50-70 Man-on-Moon, 1960s VietnamXers Early 1960s to early 30-50 Latch key, Iran hostage 1980sMillennials Early 1980s to early 0 - 30 9/11, Web 2.0, 2000s terrorism 16
    17. 17. Generational Words• 1970s: Long hair• Today: Longing for hair 17
    18. 18. • 1970s: Long hair • 1970s: Screw the system• Today: Longing for hair • Today: Upgrade the system• 1970s: Acid rock • 1970s: Going to a new, hip joint• Today: Acid reflux • Today: Receiving a new hip joint• 1970s: Rolling Stones • 1970s: KEG• Today: Kidney Stones • Today: EKG• 1970s: Whatever• Today: Depends 18
    19. 19. Stand at Your CornerPearl Harbor Kennedy AssassinationDepression Armstrong Moon Walk1st Radio 1st TV set Generation Center Impacts How You CommunicateFall of Berlin Wall Monica/Gulf War IAIDS 9/111st PC 1st Email Address Back Left & Grab a “Sticky Card” 19
    20. 20. 20
    21. 21. Boomer retirement will lead to an “all 40 Boomer Peak out war for talent.”Number Eligible (millions) 35 30 25 20 15 10 5 0 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 2 00 200 201 201 201 201 201 201 201 201 201 201 202 202 202 202 Year 21
    22. 22. Characteristics, Perspectives, Attitudes and Beliefs 22
    23. 23. Matures: Boomers:Depression Post WWIIBuilders SpendersSavers Generation Live to Work Impacts How YouXs: Ys: Live Digital revolutionLatch-key Instantly connectedDivorceDownsized Short attention spanIndependent Work to Live 23
    24. 24. Cultural Differences:Work-Life balanceFlextimeFocus on friends/familiesDigital nativesBoomers:Work is a PLACEYs:Work whenever & wherever 24
    25. 25. #1 Issue between Generations Work Life Work Life Family Family70% of American workers say they don’t have proper work-life balance … and blame companies for the problem. 25
    26. 26. • 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. 26
    27. 27. Tee It UpWhat can you do to support local causes …beyond hosting a golf outing? 27
    28. 28. • More than 60% of students volunteer at least monthly• Focus: environment, poverty and community problems• Top reasons for volunteering: • “feel I am helping others” • “good skills for the future” • “makes me feel proud” 28
    29. 29. 1. Who is Gen Y?2. How big is it?3. What “turns their crank?”4. How do they define success? 29
    30. 30. Generationsas Employees 30
    31. 31. 100% 80% 60% 44% 40% 34% 20% 12% 10% 0% Matures Boomers Gen X Gen Y60% of employers report some “generational tension.” 31
    32. 32. Assets Liabilities• Stable • Inept with change• Details • Reluctant to buck• Loyal system• Hard working • Uncomfortable with conflict • Reticent when disagree 32
    33. 33. Assets Liabilities• Driven • Not budget minded• Service oriented • Reluctant to oppose• Want to please peers• Good at relations • Judgmental• Good team players • Uncomfortable with• Invented 60-hour conflict week 33
    34. 34. Assets Liabilities• Adaptable • Impatient• Technoliterate • Poor people skills• Independent • Cynical• Unintimidated by authority 34
    35. 35. Assets Liabilities• Collective action • Need for supervision &• Optimism structure• Tenacity • Inexperience, particular• Heroic spirit ly with handling difficult people issues• Multitaskers• Techno savvy 35
    36. 36. Management Challenges• Motivating employees• Communications & language barriers• Management issues: budgets, boards, cultures, personalities, le vel of detail• Impact of low pay or no raises 36
    37. 37. Recruit/Engage New Members Under 35Top 3 Comments from SBI folks:• Digital media: web, email, social media• Fun & flexible• Positive word of mouth 37
    38. 38. 1. What Generations are in the work place?2. How do we learn to work together?3. What “turns their crank” about work?4. How do we recruit, motivate & retain staff from differing generations? 38
    39. 39. Discussion at seats: (Pair with someone of different colored card / generation) What does this mean to you in your work? With your golfers/employees? 39
    40. 40. Generationsas Consumers& Media Users 40
    41. 41. Gen Y’s Time Use50%45%40%35%30%25%20%15%10% 5% 0% r d t t p t ee a se ven v en C lub r ou lun h-b vi cE a lE c ial fGVo a it Ci tic So ro F li /P Po de T ra 41
    42. 42. Young Adults65% Say Internet Main News Source * Up from 34% in 2007 42
    43. 43. • Blogs• Google News Alerts• Facebook• YouTube• LinkedIn• Twitter• Flickr• SlideShare• Delicious• Yelp!• Craigslist 43
    44. 44. How do you have the time?We’ve switched from “boob tube” to social media. 44
    45. 45. Mobile Mania billionComputer Users billion Cell Phone Users 45
    46. 46. Texting• Do you collect cell phone #s of members so you can text alerts to them?• Text alerts? Yes! – Such as t-time just opened up – Or, storm has delayed us today – Or, special offer for this weekend• Caution: don’t be a spammer! 46
    47. 47. Content RulesContent creates awareness, builds fans! 47
    48. 48. Competition or Ally? 48
    49. 49. You Are What You Publish• When was the last time you looked at your own website? Your competitor’s website?• Why no golfers on golf course?• Why no people in pro shop? No diners in dining room? No folks in lounge?• Where are Tips from the Golf Pro? Tennis Pro? 49
    50. 50. 50
    51. 51. Empowering Staff Driven Content 51
    52. 52. Survey Results To e-surveyGolf Superintendents: N=142 SBI participants: N=29 52
    53. 53. Primary Source of News 3.8% 3.8% 0.0% Daily Newspaper (print) 7.7% 42.3% 7.7% Online Newspapers/Web 34.6%Other Online News Online: Newspaper or News Website Other Online News or Online Information Link Mobile: App to Your Smartphone Print: A Monthly or Weekly Magazine Online: Associaton/Professional Magazine or Newsletter Print: Association/Professional Magazine Print: Daily Newspaper 53
    54. 54. Top Rated News/Info Sites#1 Internet News Sites#2 Mobile/Text notices#3 Local Radio 54
    55. 55. Job News/Info3025 Once a Month Once a Week20 Multiple Times a Week15 Daily10 Never 5 Dont Know What This 0 Is Twitter Flickr Photos Craigslist Enewsletter Facebook LinkedIn Google+ Messages YouTube Blogs Videos or Blog Text Red = NEVER use Caution: This is where Gen Y is 55
    56. 56. Vital Communications 70.0% 62% 60.0% 50.0% 42% 40.0% 38% 31% 30.0% 20.0% 12% 10.0% 0.0% All of the above Phone call Email Visit in person Text messageLimited use of communications tools to reach Millenials 56
    57. 57. 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 0.0% Word of mouth 85% Want ad in paper 35% Post on Craigslist 35% Note on bulletin boards 27% Search for New Hires Use online service 19% Social media 4%57
    58. 58. Receiving Job Applications90.0% 85%80.0%70.0%60.0%50.0%40.0% 38%30.0%20.0%10.0% 8% 4%0.0% Email In print via the mail In print submitted in Online via courses person website 58
    59. 59. Your Social Media Top 3 60.0% 53.8% 50.0% 46.2% 40.0% 38.5% 30.0% 20.0% 10.0% 0.0% Facebook (personal) Course/club blog LinkedIn (personal)Bottom 3: LinkedIn (course); Google+; Personal Blog 59
    60. 60. Meetups, Tweetups, T westivals, Flashmobs 0.0% 30.8% 69.2%Yes No Have no idea what these are 60
    61. 61. MeetUps, Tweetups, FlashMob 0.0% 30.8% 69.2% Yes No Have no idea what these are 61
    62. 62. Social Media Tool• Gen Y loves word of mouth• Yelp! is one of the common review sites• Yelp! yourself to see your reviews• Use Yelp! to create “buzz” for your club 62
    63. 63. 63
    64. 64. Texting[Sending, Receiving] 4% 4% 4% Never Sometimes Weekly Daily 88% 64
    65. 65. Use of Association Website 7.7%26.9% Never Occasionally 30.8% Several times a month Several times a week 34.6% 65
    66. 66. Any Disconnect? Do you feel a generational disconnect with employees, co-workers or managers/superiors who fall into the following age categories?3025 28% 4% 38% Yes2015 No10 I do not work with 5 anyone in this age group 0 Boomers (born Gen X (born Gen Y (born 1946-1964) 1965-1977) 1978-1995) 66
    67. 67. Much of this information provided by NCTA from researchconducted by Market Directions Inc.Gen Y Information Sources:1) Market Directions … www.marketdirections.com2) NCTA/Drake & Company … www.drakeco.com3) Generation WHY … www.generationwhy.com4) Beloit College … www.beloit.edu (Mindset List)5) NAS Insights … Recruiting & Managing theGenerations6) Y-Sizing Your Business: Jason Ryan Dorsey7) Generational Diversity: Jamie Notter 67
    68. 68. Work Groups1. Divide into 4 groups of 6-8 each2. Be sure your “generational cards” are split evenly in each group3. I’ll assign each group a specific discussion topic4. You’ll need your spread sheet from your survey 68
    69. 69. Work Groups1. Recruiting & motivating employees2. Managing generations: staff, boards3. Communications & interaction4. Recruiting younger golfers/members 69
    70. 70. Report Back1. Each group share up to 3 responses/ideas from your topic2. Everyone fill in the card and return to Steve3. Steve will create a report that each of you will receive in the next few weeks 70
    71. 71. Final Thoughts• Bridging the generations can result in powerful forward movement• It is not easy• New tools help you reach & motivate them• Content marketing could be a key element for your success 71
    72. 72. CONTACT INFORMATION Steve Drake President PO Box 316Chesterfield, MO 63006 (314) 239-9464steve@scdgroup.net@stevedrake@causeaholic 72
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