Multi-Generational Marketing in a Web 2.0 World


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Communicating effectively between generations is essential for doing business in the modern world. With new technologies like Facebook, Twitter, and MySpace it's become even more important to understand generational differences. How do you begin to understand the intricacies of these groups? How do you develop a social media strategy and begin to execute it successfully?

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Multi-Generational Marketing in a Web 2.0 World

  1. 1.
  2. 2. Introduction<br />How do we use social media to succeed in today’s market with the additional challenge of generationalcomplexities – the different demands, values and preferences of today’s multi-generational buyers?<br />
  3. 3. What’s in it for me?<br />W.I.I.F.M. <br />
  4. 4. No More Golden Rule<br />Try W.I.I.M.E.<br /><ul><li>Give your customers their “gets”
  5. 5. Arm yourself with knowledge
  6. 6. Apply that knowledge; generationally focus your marketing, advertising and branding efforts…</li></li></ul><li>Understand<br /> The Four Generations and How They Impact Your <br />Social Media Success<br />
  7. 7. The Four Generations<br />
  8. 8. Facts<br />Industry is dominated by <br />Boomers<br />Consumer base dominated by <br />X’ers, Y’ers<br />
  9. 9. Your Success…<br />Understanding the <br />4 Generations and their W.I.I.F.M.s.<br />
  10. 10. civics<br />
  11. 11. <ul><li>AKA Matures, Seniors, GIs, Greatest Generation, Builders
  12. 12. Ages 62 and over
  13. 13. 59 million </li></ul>Civics<br />
  14. 14. Civics<br /><ul><li>Dedication and Sacrifice
  15. 15. Hard work
  16. 16. Conformity
  17. 17. Stability and Security
  18. 18. Respect for Authority
  19. 19. Delayed Gratification</li></li></ul><li>Civics<br />So what kind of social media experience will connect the best with Civics?<br />
  20. 20. Civics<br />So what we know about Civics is...<br /><ul><li>Hard work
  21. 21. Respect for the rules
  22. 22. Loyalty
  23. 23. Dedication/sacrifice</li></li></ul><li>Civics<br />So they want…<br />No hassle!<br /><ul><li>Civics respect the rules and authority but they’ve been abiding by rules for a long, long time
  24. 24. A no hassle “I’ll take care of it” experience will drive Civic loyalty</li></li></ul><li>Civics – The Dream Postponed<br />Be the purveyor of the ultimate payoff!<br /><ul><li>Think about “delayed gratification”
  25. 25. Marketing messages should include things like “this is your time”, “you’ve waited long enough”, “reward yourself”
  26. 26. Tell them – you’ve earned it!
  27. 27. YOU can provide the “fruits of their life’s labor”!</li></li></ul><li>
  28. 28. Civics – Respect, Loyalty, Honesty<br />Give Respect, Loyalty, Honesty<br /><ul><li>Civics attach a “premium” to these “lost traits” – consider them fundamentals that have been lost in today’s fast-paced, techno driven world
  29. 29. Take the time to build a face-to-face relationship
  30. 30. They are referral builders</li></li></ul><li><ul><li>Communicate authentically and understand HOW they want to be communicated with
  31. 31. Deliver on your promises - The service you provide must be parallel to the marketing promise
  32. 32. Use storytelling as a way to reinforce – this is an appreciated way to garner buy-in</li></ul>Civics – Respect, Loyalty, Honesty<br />
  33. 33. <ul><li>Number of older Americans online is growing
  34. 34. Most popular activities online: researching health or medical information, product research, e-commerce, photo sharing</li></ul>Are Civics even online?<br />
  35. 35. baby boomers<br />
  36. 36. Baby Boomers<br /><ul><li>Ages 43-61
  37. 37. AKA Boomers, “Me” Generation
  38. 38. 78 million</li></li></ul><li><ul><li>Work
  39. 39. Self
  40. 40. Involvement
  41. 41. Personal Gratification
  42. 42. Community</li></ul>Baby Boomers<br />
  43. 43. Boomers are about…<br /><ul><li>Personal gratification
  44. 44. Optimism
  45. 45. Satisfying the “self” first
  46. 46. Community involvement
  47. 47. The “team” win
  48. 48. Rewards</li></li></ul><li>So they want…<br />Optimism!<br /><ul><li>Speak of things in positive terms – especially when dealing with AGE (50 is the new 30!):
  49. 49. “There’s no challenge too great”
  50. 50. “We will move any obstacle to get this done”
  51. 51. “We are committed to winning together”
  52. 52. “It’s just the beginning”
  53. 53. “Time to take care of YOU”</li></li></ul><li>So they want…<br />To feel like part of the team…<br /><ul><li>You are a team…in buying or selling
  54. 54. “Your team” will work toward their success
  55. 55. Your company is based on teamwork
  56. 56. Our firm has a team of professionals that work toward…</li></li></ul><li>So they want…<br />This to be about THEM<br /><ul><li>Provide individualized service to them
  57. 57. Don’t discuss all of the other things you need to do
  58. 58. Keep the focus on them
  59. 59. Make them feel like servicing them is the center of your universe
  60. 60. When you are with them, limit any external interruptions</li></li></ul><li>So they want…<br />To know that you are part of their community.<br /><ul><li>This is the original “involved” generation!!</li></ul>*Protesters, environmentalists, etc.<br /><ul><li>This group has always been involved and will always be involved
  61. 61. Make it clear that you are a part of their community
  62. 62. Your services will be an integral part of their journey towards “what’s next”.</li></li></ul><li>Quick boomer fact:<br />Today’s 50-60 crowd is flush with over $1,000,000,000,000<br />In spending power per year.<br />They should be a part of your <br />Marketing strategy!<br />
  63. 63. Boomers and Social Media:<br /><ul><li>According to Groundswell, 39% of Older Boomers are social media “spectators”  reading blogs, listening to podcasts or watching user-generated video.
  64. 64. Less likely to have online friends
  65. 65. High number of critics- brands need to cater to women over 50 because they will punish or reward brands</li></li></ul><li>generation x<br />
  66. 66. Generation X<br /><ul><li>Ages 31-42
  67. 67. AKA X’ers, Baby Busters
  68. 68. Population = 48 million
  69. 69. Original “latchkey” kids</li></li></ul><li>Generation X<br />Values and preferences:<br /><ul><li>Fierce Independence
  70. 70. Change
  71. 71. Techno-literacy
  72. 72. Skepticism
  73. 73. Work is “just a job”
  74. 74. Need Autonomy</li></li></ul><li>No heroes or icons other than – themselves!<br />Much of Gen X has spent a lot of time alone, figuring things out themselves.<br />Why idolize anyone?<br />Generation X – Their heroes?<br />
  75. 75. <ul><li>Seeking a sense of family
  76. 76. Desiring fun/freedom
  77. 77. Technoliteracy
  78. 78. Seeking balance
  79. 79. Fierce independence
  80. 80. Skepticism</li></ul>Generation X’ers are about…<br />
  81. 81. So Generation X’ers want…<br />Respect their skepticism<br /><ul><li>Create lasting loyalty through extreme candor
  82. 82. Tell them everything they need to know – really
  83. 83. Be authentic, honest and upfront</li></li></ul><li>So Generation X’ers want…<br />Embrace the Family & Balance<br /><ul><li>People first with this generation
  84. 84. Xers are starting and growing families – most are products of divorces. Their families are important to them</li></ul>Recognize and address the role “the home” plays in the family process – it is the cornerstone of the X’er family value<br /><ul><li>You are helping them build a family – embrace that vital role!</li></li></ul><li>Give them Fun & Freedom<br /><ul><li>Provide a fun, light experience
  85. 85. Offer freedom of choice – communicate options at every opportunity
  86. 86. Provide planning contingency – what are the options if this doesn’t work</li></ul>So Generation X’ers want…<br />
  87. 87. So Generation X’ers want…<br />Empower with Technology<br /><ul><li>X’ers want to know – do you speak ‘tech’?
  88. 88. Utilize technology to drive the transaction, communicate faster and empower the consumer to make some independent decisions
  89. 89. Your tools, how you communicate, your office…all say something about your tech-friendliness
  90. 90. Provide a useful, info-rich website
  91. 91. Communicate and respond immediately!</li></li></ul><li>Hands off!<br /><ul><li>Embrace the “latch-key within” and give them space
  92. 92. Understand and acknowledge fierce X’er independence
  93. 93. The DIY mentality – Home Depot & IKEA generation
  94. 94. Be there when needed AND get-gone when you are not (on-demand)!</li></ul>So Generation X’ers want…<br />
  95. 95. <ul><li>The Pew Internet for the American Life Project’s says median age of Twitter user is 31, which has remained stable over the last year.
  96. 96. Median age for LinkedIn is now 39
  97. 97. Gen X and Boomers also spend time on Flickr and YouTube</li></ul>So Generation X’ers are using…<br />
  98. 98. generation y<br />
  99. 99. <ul><li>Ages 13-30
  100. 100. aka Gen Y, Echo Boomers
  101. 101. 73 million</li></ul>Generation Y<br />
  102. 102.
  103. 103. Generation Y<br /><ul><li>Confident (very strong egos)
  104. 104. Optimistic
  105. 105. Techno-fused
  106. 106. Untraditional – don’t believe “The clothes make the person”
  107. 107. Moral and Civic minded
  108. 108. Collaborative and Democratic
  109. 109. The Diversity generation
  110. 110. Still Skeptical
  111. 111. More DIY than X</li></li></ul><li><ul><li>Optimism and fun
  112. 112. Morals
  113. 113. Confidence
  114. 114. Community
  115. 115. Techno-fused
  116. 116. Collaboration</li></ul>Generation Y’ers are about…<br />
  117. 117. So Generation Y’ers want…<br />To be special and unique<br /><ul><li>Important for them to be special, different, not like anyone else</li></ul>It’s uncool to be “cookie cutter”<br /><ul><li>Show your personality and expect them to act like individuals</li></ul>No comparing them to “other customers”<br /><ul><li>Loosen up a little – suits and ties not necessary with this crowd… could actually be a turn off!!
  118. 118. Don’t judge a book by it’s cover!</li></li></ul><li>So Generation Y’ers want…<br />To be guided, not told what to do<br /><ul><li>Guide and lead but don’t tell (democratic nature will be offended)
  119. 119. Affirm their confidence and teach them what they don’t know</li></ul>They ARE inexperienced and WON’T ask for help – but they do expect it on THEIR TERMS<br />They think they know everything, they like FYI, or “just in case” gentle messages vs. in your face coaching<br />Resist the parenting impulse Boomers and Civics!!<br />
  120. 120. So Generation Y’ers want…<br /><ul><li>Gen Y will start and finish everything in life on-line</li></ul>No desire for tangible, brick –and-mortar<br /><ul><li>Without internet marketing, you won’t capture the GenY consumer</li></ul>Not just a website<br /><ul><li>The social life is DRIVEN BY the internet</li></ul>Social marketing – Craigslist, YouTube, Linked in, MySpace, Blogging, Twitter<br />Text messaging<br /><ul><li>Life is done with the phone –</li></ul>Pictures, email, web-access phone calls<br /><ul><li>Response is expected IMMEDIATELY</li></li></ul><li>So Generation Y’ers want…<br />…more.<br /><ul><li>Be a part of the community you serve and “stand for something”
  121. 121. Help them get what they want and they will be your social advocates… referrals will come from this group</li></ul>Despite the techno-savviness and lack of tradition, this group is rooted by the perpetuation of the community, the family and the betterment of things. It’s the fusion of Boomers and X’ers.<br />
  122. 122. So Generation Y’ers are using…<br /><ul><li>The largest block of Facebook users are ages 18-25, followed by 26-34 year olds. Together, these groups make up 51% of user population.
  123. 123. Gen Y is the largest group on Facebook although numbers are rising in the Boomer generation.
  124. 124. Median age on MySpace is 26, and decreasing
  125. 125. Gen Y is creating more content than any other generation</li></li></ul><li>
  126. 126. thank you!<br />Any questions?<br />