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Marketing to Youth



Connecting with the Net Generation - Presentation for Ontario Youth Apprenticeship Forum

Connecting with the Net Generation - Presentation for Ontario Youth Apprenticeship Forum



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    Marketing to Youth Marketing to Youth Presentation Transcript

    • MARKETING TO YOUTH: Connecting with the Net Generation Tanya Fusco E-Learning Technologist Centre for Learning and Teaching
    • Don Tapscott
    • Grown Up Digital
      • Wave of youth, aged 12-30
      • Poised to transform every social institution
      • Reshaping the form and functions of school, work, and even democracy.
      • First truly global generation
    • 8 Characteristics
      • Value freedom and freedom of choice
      • Want to customize, make things their own
      • Natural collaborators, enjoy conversations not lectures
      • Will scrutinize you and your organization
      • Insist on integrity
      • Want to have fun at work and school
      • Speed is normal
      • Innovation is a part of life
    • Don’s Guidelines for Marketing
      • Text me (I always have my phone with me)
      • IM me (it’s the first thing I do when I get home from school and it works when I am playing video games on TV too)
      • Facebook me (yes Facebook is also a verb)
      • Phone me (but not on my cell phone cause it costs me money)
    • Lynda Partner’s Recommendations
      • Opting in to receive product information on Facebook may be the most important evolution in consumer marketing.
      • They have lots of “friends” – often many hundreds and can reach out to all of them with only a few keystrokes. Possibilities for word of mouth marketing are huge. 
      • Mobile marketing will also gain in importance as teenagers are glued to their smart phones.
    • Comscore Canada 2008
    • Social Networking sites (SNS):
      • Include community-based Web sites, online discussions forums, chatrooms and other social spaces online
      • Enable users to create public profiles
      • Form relationships with other users
      • Usually involves verification
    • The Dominant Social Networks
      • LinkedIn: for professional contacts
      • Facebook: for people you know
      • Twitter: for people, corporations and brands you know, don’t know, are interested in
        • Endorsed stalking
    • Canadians Engaged in SNS
    • U.S. National School Board Association Study
      • CREATING & CONNECTING Research and Guidelines on Online Social and Educational Networking ( July, 2007
      • Online Surveys
        • 1,277 students from age 9 to 17
        • 1,039 parents
      • Telephone interviews with 250 school district leaders who make decisions on Internet policy.
    • NSBA Findings
      • “ Students are hardly passive couch potatoes online. Beyond basic communications, many students engage in highly creative activities on social networking sites — and a sizeable proportion of them are adventurous nonconformists who set the pace for their peers.”
    • Popular Social Networking Activities
    • Students on SNS
      • 59% of online students say they talk about any education related topics , including college or college planning; learning outside of school; news; careers or jobs; politics,ideas, religion or morals; and schoolwork
    • Students on SNS
      • 50% of online students say they talk specifically about schoolwork
    • Facebook – Roots in Higher Ed
      • Launched on February 4, 2004.
      • Facebook was founded by Mark Zuckerberg, a former Harvard student.
      • Initially the membership of Facebook was restricted to students of Harvard College.
    • Targeting on Facebook
    • Group for Web Developer Grads
    • OYAP Facebook Group
    • Algonquin OYAP Group
    • Facebook is Social
      • Use should be social in nature
        • Increase sense of belonging
        • Build bonds among classmates
        • Increase bonds between students and teachers
    • Family Influences
    • Family Influences
    • Whether it is through a formal mentoring program or an informal working relationship, Gen Ys can provide a different outlook. There are many relevant skills Gen Ys bring to the workplace. Their technical skills as a generation surpass any other generational cohort.
    • Flip Ultra
    • Pass the Flip
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      • Deleting Videos
        • Press trash can to delete current clip, and press again to confirm
    • Questions?
    • E-mail: