Marketing to Youth


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

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Marketing to Youth

  1. 1. MARKETING TO YOUTH: Connecting with the Net Generation Tanya Fusco E-Learning Technologist Centre for Learning and Teaching
  2. 2. Don Tapscott
  3. 3. Grown Up Digital <ul><li>Wave of youth, aged 12-30 </li></ul><ul><li>Poised to transform every social institution </li></ul><ul><li>Reshaping the form and functions of school, work, and even democracy. </li></ul><ul><li>First truly global generation </li></ul>
  4. 4. 8 Characteristics <ul><li>Value freedom and freedom of choice </li></ul><ul><li>Want to customize, make things their own </li></ul><ul><li>Natural collaborators, enjoy conversations not lectures </li></ul><ul><li>Will scrutinize you and your organization </li></ul><ul><li>Insist on integrity </li></ul><ul><li>Want to have fun at work and school </li></ul><ul><li>Speed is normal </li></ul><ul><li>Innovation is a part of life </li></ul>
  5. 5. Don’s Guidelines for Marketing
  6. 6. <ul><li>Text me (I always have my phone with me) </li></ul><ul><li>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) </li></ul><ul><li>Facebook me (yes Facebook is also a verb) </li></ul><ul><li>Phone me (but not on my cell phone cause it costs me money) </li></ul>
  7. 7. Lynda Partner’s Recommendations <ul><li>Opting in to receive product information on Facebook may be the most important evolution in consumer marketing. </li></ul><ul><li>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.  </li></ul><ul><li>Mobile marketing will also gain in importance as teenagers are glued to their smart phones. </li></ul>
  8. 8. Comscore Canada 2008
  9. 10. Social Networking sites (SNS): <ul><li>Include community-based Web sites, online discussions forums, chatrooms and other social spaces online </li></ul><ul><li>Enable users to create public profiles </li></ul><ul><li>Form relationships with other users </li></ul><ul><li>Usually involves verification </li></ul>
  10. 11. The Dominant Social Networks <ul><li>LinkedIn: for professional contacts </li></ul><ul><li>Facebook: for people you know </li></ul><ul><li>Twitter: for people, corporations and brands you know, don’t know, are interested in </li></ul><ul><ul><li>Endorsed stalking </li></ul></ul>
  11. 12. Canadians Engaged in SNS
  12. 13. U.S. National School Board Association Study <ul><li>CREATING & CONNECTING Research and Guidelines on Online Social and Educational Networking ( July, 2007 </li></ul><ul><li>Online Surveys </li></ul><ul><ul><li>1,277 students from age 9 to 17 </li></ul></ul><ul><ul><li>1,039 parents </li></ul></ul><ul><li>Telephone interviews with 250 school district leaders who make decisions on Internet policy. </li></ul>
  13. 14. NSBA Findings <ul><li>“ 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.” </li></ul>
  14. 15. Popular Social Networking Activities
  15. 16. Students on SNS <ul><li>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 </li></ul>
  16. 17. Students on SNS <ul><li>50% of online students say they talk specifically about schoolwork </li></ul>
  17. 19. Facebook – Roots in Higher Ed <ul><li>Launched on February 4, 2004. </li></ul><ul><li>Facebook was founded by Mark Zuckerberg, a former Harvard student. </li></ul><ul><li>Initially the membership of Facebook was restricted to students of Harvard College. </li></ul>
  18. 20. Targeting on Facebook
  19. 21. Group for Web Developer Grads
  20. 22. OYAP Facebook Group
  21. 23. Algonquin OYAP Group
  22. 24. Facebook is Social <ul><li>Use should be social in nature </li></ul><ul><ul><li>Increase sense of belonging </li></ul></ul><ul><ul><li>Build bonds among classmates </li></ul></ul><ul><ul><li>Increase bonds between students and teachers </li></ul></ul>
  23. 25. Family Influences
  24. 26. Family Influences
  25. 27. 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.
  26. 28. Flip Ultra
  27. 29. Pass the Flip <ul><li>Recording Videos </li></ul><ul><ul><li>Press red record button to start/stop </li></ul></ul><ul><ul><li>Press up/down keys to zoom in/out </li></ul></ul><ul><li>Playing Videos </li></ul><ul><ul><li>Press the play button to start/stop </li></ul></ul><ul><ul><li>Press left/right keys to view previous/next </li></ul></ul><ul><li>Deleting Videos </li></ul><ul><ul><li>Press trash can to delete current clip, and press again to confirm </li></ul></ul>
  28. 30. Questions?
  29. 31. E-mail: