Iowa Museum Association Keynote Address - Leading Through Social Innovation

Leading Through (Social) Innova5on Leading Through Innova5on Iowa Museum Associa5on Iowa City, Iowa Colleen Dilenschneider IMPACTS Research & Development 22 October 2012

Who am I? •  I work as the Senior Director for Digital Marke5ng & Communica5ons at IMPACTS Research & Development •  I work with zoos, aquariums and museums such as: •  Monterey Bay Aquarium •  Wildlife Conserva5on Society •  Carnegie Science Center •  Na5onal Aquarium •  Shedd Aquarium •  Exploratorium •  European Union Cultural Consor5um •  California Academy of Sciences •  I believe in strengthening museums through data and informa5on-‐share so that they are beQer able to meet both boQom lines (ﬁnancial solvency and mission execu5on)

But mostly I’m an “ambassador for my species”

“Innova5on – the heart of the knowledge economy – is fundamentally social” – Malcolm Gladwell 1.  The Millennials are here New genera5on 2. We’ve all gone social… online New technologies 3. Selling your admission New rules (to old games)

1. The Millennials are here (and there are a lot of them… er… us.)

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 •  Tradi5onalists 1925 – 1944 •  Characterized as: •  Entreprenuerial •  Tech-‐savvy •  Public service mo5vated •  En5tled and “over-‐educated” •  Connected and protected •  Community-‐oriented •  Diﬃculty with tradi5onal hierarchy

How are they diﬀerent? •  Compared to other generaCons, Millennials are the most: •  Educated •  Underemployed •  Op5mis5c •  Plugged-‐in •  Nonreligious •  Democra5c •  Diverse •  How they stack up against GeneraCon X and Baby Boomers? •  Meaningful work as “workplace reward” (vs. freedom or 5tle) •  Had helicopter parents (vs. distant or controlling) •  Crave community (vs. independence or aQack oppression)

Genera5on Y is connected and social 41% of Millennials have made a 33% of Millennials more likely purchase using their smartphone to buy product if it has a (Edelman Digital) Facebook page compared to 17% of non-‐Millennials 74% of Millennials believe that (Boston Consul5ng Group) technology makes life easier (Pew Research) 43% of 18-‐24 year-‐olds say that tex5ng is just as meaningful as 50 = median number of text an actual conversa5on with messages Millennials send every someone over the phone day (Pew Research) (eMarketer)

Why should organiza5ons care? •  Millennials represent the single largest genera5on in human history •  There are more Millennials in the U.S than any other age group •  Millennials will have the largest buying power in the United States by 2017 •  Millennials represent the ﬁrst-‐ever genera5on that will run our country for at least 40 years straight •  Aner 2016, Millennials will largely determine the outcomes of the following six presiden5al elec5ons and the public policy priori5es that will aﬀect museums

2. We’ve all gone social… online (and museums have, too)

Your audience is online •  Social media accounts for nearly 1 /4 of total 5me spent on the Internet •  40% access through mobile phones •  Nearly 4/5 web users visit social media sites/blogs •  Facebook has 1 billion users, 600 million mobile users, 42 million pages, 9 million apps •  It’s not just young people. 26% of web users age 65+ use social media sites •  70% ac5ve online adults that use social network sites shop online, 12% more likely to buy than the average adult Internet user * Sources: Neilsen Social Media Report. Q3 2011, Facebook, Inc. Amendment No. 4 to Form S-‐1 Registra5on Statement

What inﬂuences the visita5on decision-‐making process? Discre5onary decision-‐making u5lity model

Diffusion of Messaging “Q” -‐ the coefficient of imita5on -‐ has a value 12.85x greater than that of “P”-‐ the coefficient of innova5on. This is cri5cally important to understand as there is no amount of adver5sing or other forms of “P” that will overcome a deficiency of earned media (i.e.-‐ “Q”)

Public sources of informa5on Reach: Via what channels do people acquire informa7on? Jun 2011 Mar 2012 600 495.9 500 443.2 403.5 400 INDEX 287.6 V 300 ALU 233.8 237.0 E 200 179.6 157.2 148.7 120.6 108.4 111.6 109.6 109.1 100 76.2 71.3 74.3 69.6 54.5 50.3 12.3 9.4 9.8 9.5 8.7 8.8 0 Web Social media WOM Email Mobile web Peer review Television Radio -‐ satellite Newspaper -‐ Periodicals and Direct mail Other print Other web and terrestrial print magazines -‐ (miscellaneous) print

Public sources of informa5on Trust: How credible are the respec7ve informa7on channels? Jun 2011 Mar 2012 600 500 400 INDEX 289.6 284.3 V 300 AL 245.2 242.9 243.1 244.5 UE 211.1 199.5 187.6 192.3 200 152.5 143.2 141.0 138.8 134.5 128.7 119.8 121.6 112.2 112.3 100 51.1 48.7 43.8 44.4 44.1 29.6 0 Web Social media WOM Email Mobile web Peer review Television Radio -‐ satellite Newspaper -‐ Periodicals and Direct mail Other print Other web and terrestrial print magazines -‐ (miscellaneous) print

Public sources of informa5on Ampliﬁca7on: What is the re-‐distribu7on poten7al of the respec7ve informa7on channels? Jun 2011 Mar 2012 600 500 400 INDEX V 300 ALU 235.5 E 200 186.0 177.4 175.8 98.7 99.2 99.7 101.8 91.2 92.7 89.4 92.0 100 64.8 55.8 31.3 29.6 19.4 19.1 24.3 22.7 12.8 13.4 9.4 9.2 10.3 9.6 0 Web Social media WOM Email Mobile web Peer review Television Radio -‐ satellite Newspaper -‐ Periodicals and Direct mail Other print Other web and terrestrial print magazines -‐ (miscellaneous) print

Public sources of informa5on Overall Value: What are the weighted, rela7ve values of the respec7ve informa7on channels? Jun 2011 Mar 2012 600 500 409.3 400 INDEX V 300 274.4 282.3 269.0 269.7 ALU 239.2 E 224.6 200 146.6 114.9 101.5 100 76.5 53.9 33.8 28.7 22.5 13.0 16.2 11.6 6.3 4.8 0.6 0.2 0.2 0.2 0.2 0.1 0 Web Social media WOM Email Mobile web Peer review Television Radio -‐ satellite Newspaper -‐ Periodicals and Direct mail Other print Other web and terrestrial print magazines -‐ (miscellaneous) print

1. Selling your admission (the new rules of an old game)

“As a visitor or cons5tuent, I only care about my own experience with the museum. Members of Genera5on Y value public service, social good, and connec5vity to a cause or organiza5on.

“What is the primary benefit of membership?” Based on IMPACTS data for a large VSO that supports conserva5on AGE 13 – 34 AGE 35+ (lexical analysis, top five by descending frequency) (lexical analysis, top five by descending frequency) 1.  Free Admission 1.  Free Admission 2.  Belonging to the organiza5on 2.  Priority Access 3.  Suppor5ng the organiza5on 3.  Members-‐only func5ons 4.  Suppor5ng conserva5on 4.  Advance no5ce of upcoming ac5vi5es 5.  Making a posi5ve impact on the environment 5.  Member discounts

“We trust nonproﬁts more than big companies because they do the most “social good.” We are increasingly sector agnos5c; any sector can carry out and promote social responsibility. Now I support brands that align with my values.

Millennials are public service mo5vated This genera5on will onen chose social responsibility regardless of sector 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 66% will recommend 69% consider a company’s products/services if the social and environmental company is socially responsible commitment when deciding where to shop 74% of Millennials are more likely to pay aQen5on to a 83% of Millennials will trust a company’s messages if the company more if it is socially/company has a deep environmentally responsible commitment to a cause Source: Cone Millennial Case Study

“I am a member of the service economy” I am a member of the experience economy

Providing “transforma5ve experiences” is important This aligns strongly with accessibility and strong customer service Millennials are members of the “Experience Economy” 73% of Millennials will leave aner one bad experience; 85% will tell others about poor experiences (Convergy’s Customer Management) What you can you do: Sa5sfac5on does not equal •  Create mul5channel loyalty interac5ons Millennials want personalized •  Personalize experience by customer service or intelligent knowing your audience self-‐service

“What I see at the museum is most important” Who I am with at the museum is most important

The best thing about a visit to a zoo, aquarium, or museum

Have ques5ons, ideas, or resources? Please contact me! cdilenschneider@ Know Your Own Bone impactsresearch.com colleendilen.com @cdilly linkedin.com/in/ twiQer.com/cdilly colleendilenschneider facebook.com/colleendilen pinterest.com/colleendilen

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Iowa Museum Association Keynote Address - Leading Through Social Innovation

by Colleen Dilenschneider on Oct 29, 2012

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