1<br />Age Matters<br />Steve Anderson<br />Executive Editor The Anderson Agency Report <br />
Age Matters<br /><ul><li>Seniors – born prior to 1946
Population: 53,000,000
Baby Boomers – born 1946-1964
Population: 78,000,000
Generation X – born 1965-1979
Population: 48,000,000
Generation Y – born 1980-Present
Population: 80,000,000</li></li></ul><li>Seniors<br /><ul><li>Shaped by hardship, national unity and duty
Young Seniors were children during WWII
Military background
Cold War and the threat of communism
Tend to be hard workers
Many current agency owners & clients
Prone to use computers, but . . . </li></li></ul><li>4<br />Baby Boomers<br /><ul><li>Largest generation
Focus on personal growth
Despite harsh events they are incurable optimists
If you want something go after it
Live to work
Work defines them
Learned Technology</li></li></ul><li>5<br />Generation X (Xers)<br /><ul><li>1st “latch-key kids”
Family redefined
Extended adolescence
Highly ambitious
Company loyalty is a myth
Work to live
Marry at later ages
Grew up with technology</li></li></ul><li>6<br />Generation Y (Millennials)<br /><ul><li>Last children of Boomers, 1st of ...
Largest generation ever
Much in common with Seniors
Happy & sure of themselves
Adhere to the rules
Joiners
Passion for service
Entrepreneurial
Team focused – as long as everyone gets a trophy
Very structured lives
Technology is invisible</li></li></ul><li>7<br />Why Focus on Gen X and Y?<br /><ul><li>Seniors are moving into retirement
Current Agency Principals (and thus their clients) are predominantly Boomers
The Immediate Future lies in the Xers
The Millennials (Gen Y) are entering the workplace </li></li></ul><li>8<br />GenY as Consumers<br /><ul><li>Take the hones...
Treat them as important
Use technology
Be comfortable with diversity
Realize they are highly educated
Recognize they may have significant assets
Xers are focused on self-sufficiency
Treat men and women equally
Savvy financial consumers
Like to make own decisions quickly
They are entrepreneurial</li></li></ul><li>9<br />Millennials as Consumers<br /><ul><li>Savvy consumers
Are (overly?) confident
Can roll with change
Born fact-checkers
Don’t use authoritarian tactics
Think concierge service
Deeply interested in financial products & services
Don’t overlook the power of Mom & Dad</li></li></ul><li>10<br />Managing Millennials<br />“They're easily bored and have a...
11<br />Managing Millennials<br /><ul><li>Let them work in teams
Leverage their tech-savvy
Listen to them
Give feedback
Strike a balance</li></li></ul><li>12<br />Go For It!!!<br />You cannot discover new oceans unless you have the courage to...
13<br />“There are only two places to be with a wave – on it or under it!”<br /> - Chris Amrhein<br />
14<br />“Your continuing mission – to explore new generations; to seek out younger life forms and new markets; to boldly s...
15<br />An Example<br />Sending her Mom a picture of a dress she is thinking of buying to get her opinion. <br />
16<br />Where do you surf?<br />
17<br />My Goal<br />Explain and help you understand the new tools available that help people communicate, collaborate and...
18<br />Driving Forces<br /><ul><li>Demographic shifts
Generational expectations
Marketing is changing
Declining advertising
Technology developments
Customer preference
Low costs</li></li></ul><li>19<br />Marketing Goals<br /><ul><li>Today: Ad skipping and time shifting
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Age Matters

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This program is designed for insurance producers, insurance agency principals and managers, insurance company managers & staff, and anyone else who needs to understand how the insurance industry can attract the future generations as both clients and employees. This presentation explains the different buying and communication expectations of each of the generations with special attention on younger adults. Specific examples are provided to illustrate how any size and type of agency can leverage technology to attract and retain these new customers.

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Age Matters

  1. 1<br />Age Matters<br />Steve Anderson<br />Executive Editor The Anderson Agency Report <br />
  2. Age Matters<br /><ul><li>Seniors – born prior to 1946
  3. Population: 53,000,000
  4. Baby Boomers – born 1946-1964
  5. Population: 78,000,000
  6. Generation X – born 1965-1979
  7. Population: 48,000,000
  8. Generation Y – born 1980-Present
  9. Population: 80,000,000</li></li></ul><li>Seniors<br /><ul><li>Shaped by hardship, national unity and duty
  10. Young Seniors were children during WWII
  11. Military background
  12. Cold War and the threat of communism
  13. Tend to be hard workers
  14. Many current agency owners & clients
  15. Prone to use computers, but . . . </li></li></ul><li>4<br />Baby Boomers<br /><ul><li>Largest generation
  16. Focus on personal growth
  17. Despite harsh events they are incurable optimists
  18. If you want something go after it
  19. Live to work
  20. Work defines them
  21. Learned Technology</li></li></ul><li>5<br />Generation X (Xers)<br /><ul><li>1st “latch-key kids”
  22. Family redefined
  23. Extended adolescence
  24. Highly ambitious
  25. Company loyalty is a myth
  26. Work to live
  27. Marry at later ages
  28. Grew up with technology</li></li></ul><li>6<br />Generation Y (Millennials)<br /><ul><li>Last children of Boomers, 1st of Xers
  29. Largest generation ever
  30. Much in common with Seniors
  31. Happy & sure of themselves
  32. Adhere to the rules
  33. Joiners
  34. Passion for service
  35. Entrepreneurial
  36. Team focused – as long as everyone gets a trophy
  37. Very structured lives
  38. Technology is invisible</li></li></ul><li>7<br />Why Focus on Gen X and Y?<br /><ul><li>Seniors are moving into retirement
  39. Current Agency Principals (and thus their clients) are predominantly Boomers
  40. The Immediate Future lies in the Xers
  41. The Millennials (Gen Y) are entering the workplace </li></li></ul><li>8<br />GenY as Consumers<br /><ul><li>Take the honest approach
  42. Treat them as important
  43. Use technology
  44. Be comfortable with diversity
  45. Realize they are highly educated
  46. Recognize they may have significant assets
  47. Xers are focused on self-sufficiency
  48. Treat men and women equally
  49. Savvy financial consumers
  50. Like to make own decisions quickly
  51. They are entrepreneurial</li></li></ul><li>9<br />Millennials as Consumers<br /><ul><li>Savvy consumers
  52. Are (overly?) confident
  53. Can roll with change
  54. Born fact-checkers
  55. Don’t use authoritarian tactics
  56. Think concierge service
  57. Deeply interested in financial products & services
  58. Don’t overlook the power of Mom & Dad</li></li></ul><li>10<br />Managing Millennials<br />“They're easily bored and have a history of being coddled by overprotective parents. Yet they're open-minded, highly collaborative, and extremely adept at multi-tasking. We're talking about Generation Y employees (also know as millennials), those workers between the ages of 15 and 28. This skilled, yet at times, high-maintenance group demands a different set of management skills so businesses can make the most of their many talents.”<br />
  59. 11<br />Managing Millennials<br /><ul><li>Let them work in teams
  60. Leverage their tech-savvy
  61. Listen to them
  62. Give feedback
  63. Strike a balance</li></li></ul><li>12<br />Go For It!!!<br />You cannot discover new oceans unless you have the courage to lose sight of the shore.<br />
  64. 13<br />“There are only two places to be with a wave – on it or under it!”<br /> - Chris Amrhein<br />
  65. 14<br />“Your continuing mission – to explore new generations; to seek out younger life forms and new markets; to boldly send your young producers where no Boomer has gone before!”<br />Star Trek Had it Right…<br />
  66. 15<br />An Example<br />Sending her Mom a picture of a dress she is thinking of buying to get her opinion. <br />
  67. 16<br />Where do you surf?<br />
  68. 17<br />My Goal<br />Explain and help you understand the new tools available that help people communicate, collaborate and connect.<br />
  69. 18<br />Driving Forces<br /><ul><li>Demographic shifts
  70. Generational expectations
  71. Marketing is changing
  72. Declining advertising
  73. Technology developments
  74. Customer preference
  75. Low costs</li></li></ul><li>19<br />Marketing Goals<br /><ul><li>Today: Ad skipping and time shifting
  76. Today: shrinking circulation of print media
  77. Social Networking: New eyes, new ears, new brains – friends & fans</li></li></ul><li>14,000,000,000 <br />Number of searches Americans conducted in June<br />
  78. 16,800,000,000 <br />Videos viewed on YouTube in April<br />
  79. 300,000,000+ Worldwide<br />76,000,000 in US<br />Active users on Facebook<br />42,000,000 <br />LinkedIn members<br />10,000,000 <br />Twitter users<br />
  80. 513.7% <br />increase in the number of 55+ Facebook users over the last six months<br />
  81. Why the Social Web?<br />24<br />
  82. 25<br />
  83. Social Media used by Small Business<br />26<br />Source: University of Maryland Smith School of Business “State of Small Business Report” 2/2010<br />
  84. Origins of the term “Web 2.0”<br /><ul><li>First defined in a seminal article by Tim O’Reilly in 2005
  85. Chosen as Time Magazine’s “Person of the Year 2006”
  86. Other interchangeable terms include “Read/Write Web”</li></li></ul><li>What social media tools are you using in your personal life and/or agency?<br />ACT Web 2.0 Social Media Agent Survey<br />
  87. How familiar are you with the terms <br />Web 2.0 or Social Media?<br />ACT Web 2.0 Social Media Agent Survey<br />
  88. 30<br />Social Network Overview<br /><ul><li>Online community of mutual interest
  89. Not about publishing or broadcasting
  90. All about Interactivity
  91. Multi-media heavy</li></li></ul><li>31<br />Why experiment?<br /><ul><li>Low trial cost
  92. Low risk of failure
  93. High potential
  94. Building image, reputation, presence, branding
  95. Establish expertise or your organization
  96. Improves search engine rankings
  97. Makes your organization easier to find
  98. Generate leads</li></li></ul><li>32<br />The “Secret” Trick?<br /><ul><li>Turn Interactivity into promotion
  99. Hard to do right all the time
  100. Find a hot topic
  101. Offer value
  102. Get in and get out
  103. Shift from “broadcast” to “interactive”
  104. Become part of many to many stream
  105. Friendly force with brand name helping people</li></li></ul><li>33<br />How to get started<br /><ul><li>Use it
  106. It’s not expensive
  107. What’s the risk?
  108. It’s easy
  109. Learn how to use multi-media
  110. Repurpose everything</li></li></ul><li>34<br />Remember<br /><ul><li>Think “Friends” & “Fans” instead of buyers and clients
  111. It takes time and persistence
  112. Use multimedia</li></li></ul><li>35<br />Progressive.com<br />
  113. 36<br />Resources<br />
  114. 37<br />What are we talking about? <br /><ul><li>Blogs
  115. Wiki
  116. E-Communities
  117. WebMD
  118. eBay
  119. Social Networks
  120. Facebook
  121. MySpace
  122. LinkedIn
  123. Twitter
  124. YouTube</li></li></ul><li>38<br />Definitions<br /><ul><li>Blog
  125. Blogs are online journals where people can post ideas, images, and links to other web pages or sites.
  126. E-Communities
  127. E-communities are sites where people aggregate around content focused on a common interest area.
  128. Social Networks
  129. Social networks are places where people with a common interest or concern come together to meet people with similar interests, express themselves, and vent. Marketers can use social networks to start a dialogue. </li></li></ul><li>39<br />Blogs - What<br /><ul><li>An online diary
  130. Many short posts
  131. Consistently updated
  132. Millions available – most are bad</li></li></ul><li>40<br />Blogs – Why<br />
  133. 41<br />Blogs – Benefits<br /><ul><li>Internal & external communication
  134. Client communication
  135. Client feedback
  136. Build relationships
  137. Become an expert
  138. Transparency
  139. Better search engine ranking</li></li></ul><li>42<br />Blogs – Questions <br /><ul><li>Do you value transparency?
  140. Are you good communicators?
  141. Can you live with the commitment?
  142. Do you believe small markets are important?
  143. Are you ready for a wild ride?</li></li></ul><li>43<br />Blogs – How<br /><ul><li>Creating
  144. Blogger.com
  145. WordPress.com
  146. Typepad.com
  147. Who
  148. Owner/Manager
  149. Employee
  150. Fan
  151. Maintaining
  152. Content
  153. Consistency
  154. Collaboration</li></li></ul><li>44<br />Blogs -- Examples<br /><ul><li>Greg Maciag – ACORDCEO.org
  155. Shane Tatum - http://igagent.typepad.com/shanes_blog/
  156. Pat Alexander - http://patalexander.typepad.com/my_weblog/
  157. From the Press Box -- property-casualty.com
  158. Duke Williams – DukeThinkingOnline.blogspot.com/
  159. Insurance Scrawl -- insurancescrawl.com
  160. Insurance Buzzer -- insurancebuzzer.com
  161. MichaelHyatt.com – www.michaelhyatt.com</li></li></ul><li>45<br />Blog – Your Turn<br /><ul><li>Create a strategy
  162. Create a title
  163. Create a personality
  164. Create the first post</li></li></ul><li>46<br />Twitter – What<br />“Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?”<br />
  165. 47<br />Twitter – What<br /><ul><li>Micro blog
  166. 140 characters or less
  167. Web or SMS</li></li></ul><li>48<br />Twitter – Why<br /><ul><li>Keep in touch
  168. Learn the cutting edge of technology
  169. Experience social networking first hand
  170. Connect with (a few) clients</li></li></ul><li>49<br />Twitter – Examples<br /><ul><li>Dowingstreet – Prime Minister, Great Britain
  171. Johnculberson – TX Congressman
  172. Comcastcares - Comcast
  173. SouthwestAir – Southwest Airlines
  174. Scobleizer - Blogger, former Microsoft employee
  175. Michaelhyatt – CEO Thomas Nelson Publishers
  176. Nibbyp – Insurance Agent
  177. AllianceIns – Insurance Agent
  178. ForAgentsOnly – Progressive Insurance
  179. iJournal – Insurance Journal</li></li></ul><li>50<br />Progressive<br />“We are registering key names (e.g. ForAgentsOnly) on social networking sites to protect Progressive Brand equity. At this time we don't have plans for using Twitter. However, we are discussing the overall impact of social networking from an enterprise perspective. As we dig into current Progressive usage we are finding more instances than we would have expected.Some areas have been creative in how they have deployed social networking capability. <br />Alvito Vaz - Progressive<br />
  180. 51<br />John Culberson – TX Congressman<br />
  181. 52<br />Michael Hyatt – CEO Thomas Nelson<br />
  182. 53<br />Craigslist<br /><ul><li>Founded in 1995 by Craig Newmark
  183. Displays classified ads
  184. Originally: Jobs, stuff for sale, and apartments
  185. Currently has 328 separate US city sites</li></li></ul><li>54<br />Example<br /><ul><li>Hiring new CSR
  186. Ed Higgins – Thousand Island Agency, Clayton, NY</li></li></ul><li>55<br />Traditional Ad<br />CLAYTON – Customer Service Representative. Paperless insurance agency has opportunity for candidate willing to pursue continuous course of insurance education fully paid by employer. Experience not required; Mirosoft Word, Excel & Quickbooks familiarility desired but not essential. Candidates should submit resume to Ad #___, Watertown Daily Times.<br />
  187. 56<br />Gen XY Focused Ad<br />CLAYTON CUSTOMER SRVICE REP<br />High Tech nat'l award winning Insurance agency with no file cabinets is a fun place to work with alternate three day week-ends six months of the year. Free snacks and drinks and fully employer paid benefits of-health-dental-vision. For the right person willing to commit to the long term, this is a rare career opportunity. Candidates must be computer literate and adaptable to technology change with track record of achievement. Insurance experience not required. Send resume and cover letter to Fun Career P O Box #456 Clayton NY 13624.<br />
  188. 57<br />Craigslist - Watertown<br />
  189. 58<br />
  190. 59<br />Results<br /><ul><li>Ran 7 day “conventional newspaper ad” – 3 responses
  191. Ran new Gen XY friendly ad – 10 responses
  192. Total Cost: $500
  193. Posted ad on Craigslist Watertown – 10 responses
  194. Total Cost: $0 </li></li></ul><li>60<br />
  195. 61<br />MySpace<br /><ul><li>Lots of video
  196. Many ads
  197. “Younger” orientation</li></li></ul><li>62<br />Facebook<br /><ul><li>More than 80 million users
  198. 85% market share in 4 year schools
  199. More than half outside of college
  200. #1 Photo sharing application
  201. More than 20,000 applications
  202. Applications spread “virally”
  203. Applications can promote services, products, fan clubs, many-to-many help</li></li></ul><li>63<br />Facebook – Examples<br /><ul><li>Dell
  204. Ikea
  205. Sony Music
  206. Amazon
  207. AIR Insurance: http://www.facebook.com/group.php?gid=16768871470
  208. AVIVA: http://www.facebook.com/group.php?gid=2257796587
  209. Amazon</li></li></ul><li>64<br />LinkedIn<br /><ul><li>Professional to professional network
  210. Display & demonstrate expertise
  211. References and direct communication</li></li></ul><li>65<br />Second Life<br />Second Life® is a 3-D virtual world created by its Residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by millions of Residents from around the globe. <br />http://www.insurancetech.com/blog/archives/2008/07/video_a_tour_of.html?cid=RSS_it_blog<br />
  212. 66<br />YouTube<br /><ul><li>More about the shows than friends, but relationships are growing
  213. Create channels
  214. Can use to host video clips</li></li></ul><li>67<br />Creating a YouTube Video<br /><ul><li>Create a topic
  215. Capture video content
  216. Edit video
  217. Upload to YouTube
  218. Copy link to your web page</li></li></ul><li>68<br />
  219. 69<br />
  220. 70<br />Flip Video<br />
  221. 71<br />How to use<br /><ul><li>Build a profile page
  222. Make your organization human
  223. Tell people about your organization
  224. Start your own groups and applications
  225. Be a brand friendly facilitator of interaction
  226. Upload Content
  227. Treat them as friends and fans
  228. Tell inside stories – trivia
  229. Make it personal</li></li></ul><li>72<br />What not to do<br /><ul><li>Get seduced by the bells & whistles
  230. Put marketing person in charge
  231. Measure success by site visits</li></li></ul><li>73<br />Summary<br /><ul><li>Find the best sites for you
  232. Make your organization human
  233. Facilitate and motivate interaction
  234. Invest some time
  235. Create Friends & Fans</li></li></ul><li>Subscribe to Steve Anderson’s TechTips and receive one short, to the point tip per week on little known websites, software and hardware tools, and any other resources that will help agencies increase revenue or reduce expenses.<br />Sign up at:www.SteveAnderson.com<br />
  236. 75<br />Steve Anderson<br />The Anderson Network, Inc. <br />PO Box 1546<br />Franklin, TN 37065<br />(615) 599-0085<br />Steve@SteveAnderson.com<br />

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