2011 Association of Fish and Wildlife Conference Keynote
•Download as PPT, PDF•
0 likes•162 views
I was invited to give a keynote at the 2011 Association of Fish and Wildlife Agencies National conference. My keynote focused on providing a brief snapshot of teens today and how to engage them in outdoor recreation or programs.
Recommended
More Related Content
What's hot
What's hot (10)
Viewers also liked
Viewers also liked (20)
Similar to 2011 Association of Fish and Wildlife Conference Keynote
Similar to 2011 Association of Fish and Wildlife Conference Keynote (20)
Recently uploaded
Recently uploaded (20)
2011 Association of Fish and Wildlife Conference Keynote
- 1. Reality Check: Are we on target or falling out of the public’s range? Plenary Session Sponsored by: Photos by the Nebraska Game & Parks Commission & NEBRASKALand Magazine
- 4. “Helping make the world a better place and doing things for others is very important to me” 45% HIGHER 62%
- 5. “What percentage of teens use the internet regularly?” 92% 99% HIGHER
- 6. What percentage of teens went camping and or Hiking in the last 12 months? 37% 20% LOWER
- 7. Consumers Media Life Perspectives Bonus Material
- 8. Biggest Everyday Complaints TEENS (2000) TEENS (2010) 31% Stress 30% Not enough money 29% Not enough time in the day 25% Not enough sleep 21% School 12% Parents 50% Not enough money 29% School 26% Not enough time in the day 20% Stress 19% Not enough sleep 13% Too many rules
- 9. Basically, I feel… “It’s important to have clothes or other products with a particular brand name.” Sebastian of “NYC Prep”/Bravo 25% 82% “It’s fashionable to be a smart shopper.”
- 12. Smart Phones=Modern Day Swiss Army Knife
- 13. Smartphone Update 2009 - 2010 OWN SMARTPHONE PLAN TO BUY SMARTPHONE 1111%% 3300%% TEENS 2009 TEENS 2011 1122%% 1177%% TEENS 2009 TEENS 2010
- 14. iPhone Update 2009 - 2010 OWN iPHONE PLAN TO BUY iPHONE 33%% 77%% TEENS 2009 TEENS 2010 2277%% 3344%% TEENS 2009 TEENS 2010
- 15. Which medium is the one you can’t live without? TEENS (2000) TEENS (2010) 3344 2266 44 33 6688 2233 66 22 22 TV RADIO MAGAZINES NEWSPAPERS INTERNET TV RADIO MAGAZINES NEWSPAPERS 1155 INTERNET
- 16. HULU YOUTUBE ABCcom ABFamily.com MTVCom
- 17. TEENS (2000) TEENS (2011) 11% YAHOO 6% MTV.COM 5% HOTMAIL 4% NAPSTER 3% WWF.COM 2% NSYNC.COM, EBAY, ESPN.COM ASIAN AVENUE, ALLOY BLUEMOUNTAIN.COM (2011) 54% FACEBOOK 32% YOUTUBE 16% GOOGLE 14% YAHOO 7% AMAZON 7% MYSPACE 6% ESPN 6% HULU
- 18. Where is everybody and what are they doing? How can I connect with people like me? Do you have any idea how AWESOME I am?
- 25. FRIENDS BY THE NUMBERS… BEST FRIENDS FRIENDS FACEBOOK FRIENDS TEENS TWENTIE S 3 TEENS TEENS 155 3 TWENTIE S TWENTIE S 4 3 55 50 38 30 182 210 237 “The Social Network” M F
- 27. TRU Value Monitor™ Tracking Teens 7733 7711 I always try to have as much fun as possible It’s really hard to get ahead in life with out a college education I really like to do things with my family 6688
- 28. Consumers Media Life Perspectives Bonus Material
- 29. Participation In the past 12 Months 20 19 2001 37 19 Fishing Camping/ Hiking 2006 33 22 27 27 2011 20 9 29 27
- 30. Connect with existing Groups Tie in Environmental Issue/Project Start in their comfort Zone
- 31. Reality Check: Are we on target or falling out of the public’s range? Plenary Session Sponsored by: Photos by the Nebraska Game & Parks Commission & NEBRASKALand Magazine
Editor's Notes
- Introduction: “Let me start by telling you a story…I worked out in the State of Washington while in College as an adventure guide for at-risk youth. I remember one group we had, rough kids, all form horrible backgrounds. None of them had every been exposed to the outdoors before. First day they were all tough, fighting, making fun of each other. Over the next few days as we led them through different activities in the outdoors we saw barriers coming down, students opening up to us about the troubles they faced in their lives. And the last night around the campfire they opened up to each other. I saw tough teens crying. I saw these hard teens embracing and supporting each other like they had not been able to do back home. They had a new respect for themselves and each other and I heard that it continued once they returned home. As a youth worker I believe that if we can connect youth to the out doors we can help connect youth to themselves. That is why I am here and want to share with you some snapshots of this next Generation and some ways you can connect with them to help them connect with themselves.
- But before we dive in lets play a quick game. Who likes the Price is Right? We are going to play the High Low game
- Teens were asked if they agreed with these statements. DO you think the actual percentage of teens who agreed with this statement is higher or lower?
- Some of the snapshots I am going to share fall in these categories: Teens as consumers The role media has on teens Their life, what they like to do Their perspectives on life and Bonus Material focusing on teens and the outdoors
- In 2000, we asked teens… what are your biggest everyday complaints. I got a bunch of complaints. And three came back pretty much even. 10 years later, I still have a lot of problems but there’s ONE that really stands out. For half… not enough money is the biggest complaint. You bet not enough money, let’s take a look at Teen Spending… NOTE: Peer pressure, dropped from 10% to 6%. Peer pressure seems less important
- Lets take a look at a few more statements to see how teens measure up And beyond that. How do they feel about this next statement… It’s fashionable to be a smart shopper. That was Mom’s job, right? Youth used to have the license to spend recklessly. I want this I have to have it. Well today, nearly 85% agree with this statement. And we’ve learned that a “smart shopper” is someone who has figured out how to get more for less. And that’s the attitude.
- My little black dress is a mere $29.99. Not a fashionista but a frugalista. I’m combining my savvy smarts with my fashion sense. My $29.99 bomber jacket. Where do you do this… At Target. Target says… Expect more, pay less. Target’s got it. Look at the copy down here… help you out dress not out spend. So with Conspicuous Reduction, I want you to consider how you can connect with these different audiences in terms of the messaging and tonality that you’re using. Everyone is using, this is on sale, buy one, get one free. But how do you that so it really hits home?
- Silly question but who knows what this is? Yeah a Swiss army knife, the one tool you need. Give McGiver a swiss army knife, duct tape and a pineapple and he could make a bomb. Who knows what the swiss army knife is for this new generation?
- The Smart Phone. No matter what the situation, There is an App for that. I have used my smartphone as a flashlight before. And the Google Sky app…lets me look at stars like never before.
- 9 of 10 teens own a cell phone First of all, know this. Smartphones are a big deal. Why is this important for us to know? It is with them always, even when they sleep. For teens, ownership is up. And plan to purchase is WAY up. For twenty-somethings, ownership has almost doubled. And plan to purchase is pretty much the same. That’s because a lot more twenty-somethings already have a smartphone.
- There’s an interesting story for iPhones as well. Teens go from 3 to 4%. And an increase in interest. Twenty-somethings go from 4 to 7% ownership and a significant jump in interest. The iPhone story here is….great brand, what’s UP. Most desired, not translating. Uh-oh. That’s what I see there. Hey this is great… whoops. As much as it seems that everybody has an iPhone, it’s just not the case. NOTE: Usually you can see…purchase intent having a predictive impact on ownership. Not in this case… Obstacles include: Limited by carrier Price Locked in contracts The industry has done a great job of offering OK substitutes.
- OK, let’s get down to business with their Media. And let’s look at what’s changed. Back in 2000 we asked teens…. What medium is the one you can’t live without. Here they are, with TV at the top of the list. Now what happens in ten years time? What’s going UP?? What’s going down?? TV does pretty well. Radio takes a big hit. Magazines and Newspapers, same spot. The story here isn’t just that the internet does well, take a look at this… the Internet more than quadruples in terms of the medium I can not live without. That’s because the internet is EVERYTHING. I can stream it where… on the internet
- Can’t live without the Internet? Sure. Especially when half of Millennials even watch TV online. Usual suspects here… But something is missing… The big story is Hulu. Sponsored by the major networks, all but CBS. Now that’s interesting. I don’t care where I get my content. If networks want to give it to me online, that’s fine. I’m not trying to get it from a pirated source, but if that’s the only place I can get it, I will. Why can’t I stream albums from the Sony music site? Speaking of websites...
- Let’s take another look at that 2000 study. And their favorite websites. A write-in question here. : WWF, NSYNC. Definitely on the list of my favorite websites. You also notice the numbers aren’t too high. Now move ahead to 2010. First of all, as the medium matures, you would expect fragmentation. Look at cable TV, over 200 channels. Look here. Big numbers for the top three. And of course the top three didn’t even exist 10 years ago. Not only did they not exist but their type or style of website didn’t exist. These are social networking sites and their primary focus is to connect people. Person to person on a grand scale. Why does this concept resonate so well with Millennials? Because social networking in general answers three key questions that dominate the minds of young people… The first is…
- Does anyone remember feeling this way? Your stuck at home on a Friday night and you wonder…. Where is everybody and what are they doing? I could be missing out on something BIG. That sense of exclusion and wonder. Well social networking takes care of that. Not only do I know where everyone is, all the time. I just saw the picture. How can I connect with people like me? How did you do it in the past? You were very limited to the people in your neighborhood or at your school. Limited potential. Today I can definitely find others like me or who share a common interest. Regardless of what that interest might be. And the connection is more friction-free than ever before. And the last question. I’ll say as a rhetorical question, but still a very important one is… Do you have any idea how AWESOME I am? Social networking gives Millennials the platform and opportunity to show the world just how special they are. These are three powerful questions. And they are all being answered by social networking. As a brand how can you enable these feelings.
- Teens have some free time each day…but what are they doing with it
- Not what they want to be doing
- Actual physical activity is decreasing. More youth are playing sports on videos games than actually getting outside and playing the real game.
- Major sports like basketball and football are decreasing.
- Friends are crucial in a teens life, so lets see how they break down
- So how can you connect with this generation? Connect with existing groups: With teens it is about relationship. Groups already have that established with youth and youth trust them. Milwaukee took 2600 youth 7-13 on one day camp experiences last year and 800 youth on overnight camping trips. Tie in Environmental issues/projects: showing that you are helping out and care about a social cause is the cool thing to do and teens connect. They will buy one product over another if they are the same price and one supports a cause. You can help them take that one step further. If you do a beach clean up and then allow them to fish Start in their comfort zone: don’t go crazy asking them to throw all of their electronics in a box right away. Start small with opportunities in their facility, then move to places close by that they could return to on their own. Make it attainable for them. It can be a step by step process. Use wilderness club at BGC as an example. In closing. I hope these snapshots give you a little glimpse into this generation of youth and how you can reach out to them and connect with them in order to connect them to opportunities the outdoors provide.