Slide Deck of Happy Hours and Hashtags: 40 Ways You've Never Thought of to Engage Millennials Webinar
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Millennials will represent 40% of the total working population by 2020. If you haven’t already, it may be time review your association’s mission, communications, programs, and events to make sure you’re meeting the needs of this generation. But what do these young professionals really want anyway? During this webinar, Ted Dann, Business Development Representative (and Millennial!) at WebLink International will share how you may need to reassess your current membership strategy, and will give you 40 new, creative ideas for attracting, engaging and retaining your youngest members. During the webinar, attendees will learn: - The steps needed to evaluate and audit your current messaging and programs. - Proven strategies for growing your organization through the millennial generation. - How to meet the needs of a cross-generational membership. - 40 awesome ideas for engaging millennials that you can begin implementing right away.
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Slide Deck of Happy Hours and Hashtags: 40 Ways You've Never Thought of to Engage Millennials Webinar
- 1. Happy Hours and #Hashtags 40 Ways You’ve Never Thought of to Engage Millennials
- 2. ABOUT WEBLINK • Leading SaaS AMS Company • Over 720 Association Customers; 5,500 Users; Supporting 650K Members • Established in 1996 • Based in Indianapolis, Indiana • 60 Employees • 94% Customer Retention Rate • 96% Average Daily Satisfaction Rating
- 5. WebLink Connect™ Association Management Software Solution One web-based centralized database Prospects, members, non- members and all reps in same system Financials, events, email, committees, website, reporting
- 6. Happy Hours and #Hashtags 40 Ways You’ve Never Thought of to Engage Millennials
- 7. Ted Dann BUSINESS DEVELOPMENT REPRESENTATIVE & MILLENIAL
- 8. Presentation Overview 1. Evaluate 2. Realign 3. 40 Out of the Box Ideas to Engage Millennials Make sure to tweet your questions and share your thoughts and ideas using #weblink
- 10. Revisit Your Goals Reexamine Target Audience Take an Inventory Evaluate Your Messaging Measure Your Performance Evaluate Your Marketing Strategy
- 11. Revisit Your Goals Examine your past goals Millennial marketing goals may include: – Historical millennial event attendance – Social shares related to YP events – Millennial fan base growth on social networks Revisit Your Goals
- 12. Reexamine Your Target Audience An effective marketing and communications strategy is built upon well-constructed member profiles and include: – Demographic data (age, gender, income, amount of education) – Psychographic data (attitudes, interests, values, opinions, lifestyle) Reexam ine Target Audienc e
- 16. Meet the Millennial • Largest generation in the U.S. • Cause oriented – Political, ethical, genuine and authentic • Strongly influenced by peers • Seek adventure and experience • Treat Assets (time, money, etc.) as having equal value • Technology • Teamwork makes the dream work attitude
- 17. Take an Inventory Evaluate your digital presence What digital and social platforms are you utilizing? Assess whether or not you are participating on the right web channels Take an Inventor y
- 18. Evaluate Your Messaging Which types of messages (texts, blog posts, video, webinars, etc.) perform the best when communication with millennials? Do your words and content resonate with your audience? What is the level of engagement of your millennial audience? How often are they sharing your material? Evaluat e Your Messagi ng
- 19. Measure Your Performance Identify the right measurement tools to measure your goals. For example: – If your goal was to acquire new members or increase event attendance, use association management software to track your progress. – If you’re seeking an increase in website traffic to certain pages or content, use Google Analytics to monitor your progress. Additionally, tools such as Facebook Insights allow you to track the behavior of specific demographics who engage in specific types of content. – You can use project-specific landing pages to track which members are downloading specific pieces of content. Measure Your Performa nce
- 21. Revamp Millennial Engagement Millennial immersion simplified: 1. Realign your general focus 2. Create a welcoming environment 3. Focus on front end growth activities
- 22. In With the Old The Singular Approach – Young Professionals Programs (i.e., a program which designed to nurture Young Professionals as a segmented group) Young professionals aren’t being seen as “serious” members in the eyes of tenured professionals
- 23. In With The New Create experiences that direct organizational focus to immerses millennials in: – The overall goal of the organization – Professional recognition and development within the industry Create an environment that is equally as inviting to young professionals as it is to tenured members
- 24. Set SMART Goals Always remember to set goals that are specific, measurable, attainable, relevant and time-bound 1. Increase millennial new member growth by 25% over the next 3 months. 2. Increase millennial member social engagement across all platforms by 50% over the next 3 months. 3. Increase millennial member attendance at the annual bonfire by 50% in 2015.
- 25. Things to Keep in Mind Don’t over complicate Ask Inform and educate Promote leadership Encourage participation Use “gamification” Engage
- 26. Analyze & Adjust Even great organizations need constantly tweak their processes and the best make changes to their initiatives while they are going through with them
- 27. Think Outside the Box 40 Ideas for Engaging Millennials
- 28. Connect Know which platforms millennials are using to connect and use them to your advantage
- 29. Go Mobile
- 30. Gamification
- 32. Social Contes ts
- 33. Repost
- 34. #Hashtags
- 35. Create Leadership + Learning Opportunities Create the opportunity for your millennial members to collaborate, continue their education and be community leaders
- 36. Build Committees
- 37. Utilize your member base to host guest speakers from local businesses
- 38. TED Talk
- 39. Healthy lifestyle tips from a fitness professional
- 41. Idea Sharing + Networking with Gen Y and Baby Boomer Members
- 44. Educational Seminars for Professional Development (Microsoft Suite skills, Adobe, Public Speaking, Entrepreneurial Workshops, etc.)
- 45. Master Something New! Learning doesn’t always have to feel boring or forced Give millennials the chance to learn something just for fun Host events focused on the enhancement of lifestyle skills
- 48. Cooking Class
- 49. Photography
- 52. Write HTML
- 53. Self Defense
- 54. It’s a Social Affair Host events that allow millennials to engage and network with their peers in a social setting
- 56. Be Active! Community 5K or Obstacle Course
- 57. Art in the Dark
- 58. Book Club
- 61. Meet + Greet at the Dog Park
- 63. Happy Hour
- 64. Craft Beer Fest
- 66. Seek Adventure (skydiving, high ropes course, camping, mountain biking, etc.)
- 68. Comedy Club
- 70. Bonfire
- 71. Golf Scramble
- 73. Tour de France
- 74. Holiday Parties
- 75. Give Back Create ongoing opportunities for millennials to volunteer throughout the community
- 76. Organize events and donate proceeds to a charity of choice
- 77. Local Engagement (Habitat for Humanity, American Red Cross, YMCA, Salvation Army, etc.)
- 84. QUESTIONS?
- 86. Thank you! WebLink International, Inc. 1-877-231-4970 www.weblinkinternational.com marketing@weblinkinternational.com
Editor's Notes
- Before we dive into the 40 ways that you can use to engage young professionals, you first need to evaluate your existing strategy. This can be done in 5 simple steps and will give you clear direction in terms of what you need to do to realign your strategy to effectively engage millennials and keep them coming back for more.
- First things first, you need to revisit your goals. Examine your past goals (if you don’t have any yet, this will be the first thing you want to do!) Are you hitting your projections? Do your current goals align with your organization’s performance? Revise if necessary, making sure to incorporate newly identified objectives
- An Effective Strategy will target a specific group of individuals.. Use free tools such as Google Analytics Demographic Report – Check out how to be the Smartest Person in Your Association Facebook Insights Twitter Analytics LinkedIn Analytics to help you understand the behavior of your target audience
- Neatly 80 million Millennials – surpassing the baby boomers http://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-the-80-million-millennial-customers-coming-your-way/ Millennials engage with causes to help other people, not institutions. Millennials support issues rather than organizations. Millennials prefer to perform smaller actions before fully committing to a cause. Millennials are influenced by the decisions and behaviors of their peers. Millennials treat all their assets (time, money, network, etc.) as having equal value. Millennials need to experience an organization’s work without having to be on site.
- Analytics
- If your digital marketing message is in line with your customer’s expectations, you’ll see high levels of engagement with your branded materials, as well as a high number of social shares as people pass your content on to others. If you aren’t yet seeing these results, this could indicate a mismatch between your company’s messaging and your customers’ interests.
- After you have evaluated your existing millennial engagement strategy and set new goals that meet your new objectives (event attendance, increased new millennials membership, increased millennial engagement, etc.)
- A Singular Approach? In this context, a “Singular Approach” would entail going after Young Professionals with just a stereotypical Young Professional Program. This creates segments in your association and promotes tenure based recognition rather than merit. We believe this to be a negative because tenure doesn’t indicate experience. Every organization is different – some have business based membership, some have individual based membership Trying to continue the ENGAGEMENT, it is not so much about the membership.. Some members simply cut the check for the membership – when Millennials don’t always have the money to do that - they want engagement
- Jumping from A to C instead of A to B A being potential members, B being growth activities, C is a new membership level. Problems with this singular approach: Young professionals aren't experiencing a value proposition of being seen as serious members of their profession in the eyes of tenured professionals and vice versa.
- It’s not just about acquiring new millennial members, it’s about engaging them, retaining, and keep them coming back for more. This is not a program, it’s an immersion. Give the millennials the opportunity to commit themselves to your mission
- Earlier we talked about revaluating your strategy. Based on your analysis, revamp existing/set new SMART goals that adhere to your organization’s primary objectives. Some examples inlcude….
- Don’t over complicate the “millennial” Don’t be afraid to reach out and simply ASK for ideas Build activities designed to inform and educate young professionals about your association and what it can do for their personal and professional lives Incorporate young professional voices into decision making through the creation of committees Use “gamification” to create rewards or recognition for achieving particular milestones You are not creating a YP Program, you are creating a strategy to engage young professionals. Great question just came in! Gamification is essentially point scoring, and in this context creates merit recognition to other areas of activity, typically it is used as an online marketing technique to encourage engagement with a product or service.
- Now that we have evaluated and realigned our strategy we need to ANALYZE and ADJUST. Did you achieve your goals? What could you have done differently? What did you learn?
- According to a survey conducted by the American Press Institute, Social networks are an extraordinarily important part of Millennials’ digital lives, in part because social networks have become much more than a way to connect about personal matters. In fact, 88% of those surveyed get news from Facebook, with 57 percent doing it at least once per day and 44 percent doing it several times per day. http://www.americanpressinstitute.org/publications/reports/survey-research/millennials-social-media/
- According to Nielsen: 85% of Millennials aged 18-24 own mobile devices Utilize group messaging apps to send your millennial members updates about upcoming events and professional development opportunities
- The more events they participate in –they get points and can increase their level of participation It gives them an incentive to come to events AND spread the word to their peers about upcoming events Summit
- Summit Plug! September 30 – October 2, LAS VEGAS CAE Credits, Industry Experts, Fun, Networking, Idea Sharing, Training
- For example, you could host an Instagram Photo Challenge, encouraging members to post photos that pertain to a specific topic each day of the week using a specific hashtag. Each day, select the best photo for a prize!
- I love it when people do this to something I share with individuals…..Make your members voices heard. If your millennial members share a great piece of content or image relevant to your organization, repost that material and give them credit.
- Why use hashtags? It spreads the word and builds awareness, so create a hashtag unique to your program to create a sense of community, promote events, etc.
- Create committees for Yps in your association – Community Service, Marketing, etc. Allow young professionals themselves to run the show, incorporate them into the decision making process, give them the opportunity to take on a leadership role This will not only benefit your organization, but it will also help your grow your millennial engagement.
- Bike/Wine event
- Bike/Wine event
- Trash pick up, gardening,
- Create a leadership committee within your young professional’s group and allow them to develop strategic objectives to enhance the local community….