Geneations, Social Media & Cause Marketing

Making Dreams Fly ®

Bridging the Generations:From Minnie Pearl & Pearl Harbor

toWiki & Wii

Asphalt Pavement Association of IndianaIndiana Mineral Aggregates Association

July 24, 2010Steve Drake

Today’s Agenda

1. Bridging GenerationsDefiningGenerations as EmployeesGenerations as Consumers

3. Cause marketing as a strategy

2. Social media as a business tool

“Stopping Points” after each section

Who’s Here?

8.3% 8.3%

Safety Tech Sales Super Sr Mgr

Expectations

Industry issues (9)Funding/IDOT/MSHA updates (7)How help my business; Customer service; People skills; ideas; refresh (6)Networking with colleagues (4)Legislative update (3)

Birth Years Here

0.0%0%

Pre 1946 1946-1964 1965-1977 1978-1994

44%34%

Matures Boomers Gen X Gen Y

US Population

APAI - IMAA

Generations: You & the U.S.

Four Generations as:

• Customers/Prospects

• Colleagues

• Employees

Generational Challenge

• People at Job Site

Disclosures

Yes, these are generalizations

Yes, there are exceptions

What follows is a compilation of research and literature from multiple sources

Plagiarism vs research

Generational Background

BabyBoomers77 million

Generation Y

76+ million

Generation X

50 million

Pre-Boomers

24 million

Before 1946 1946-1964 1965 – 1977 1978 - 1995

Birth Years:

Generational Divides

• 1970s: Long hair

Generational Words

• Today: Longing for hair

• 1970s: Long hair• Today: Longing for hair

• 1970s: Screw the system• Today: Upgrade the system

• 1970s: Acid rock• Today: Acid reflux

• 1970s: Rolling Stones• Today: Kidney Stones

• 1970s: KEG• Today: EKG

• 1970s: Going to a new, hip joint• Today: Receiving a new hip joint

• 1970s: Whatever• Today: Depends

Generational Words

Stand at Your Corner

Pearl HarborKorean War1st Radio

GenerationImpactsHow you

Communicate

Kennedy AssassinationArmstrong Moon Walk1st TV set

Fall of Berlin WallAIDS1st PC

Monica/Gulf War I9/111st E-mail Address

First Year Eligible for Full Retirement

10152025303540

Boomer Peak Boomer retirement will lead to an “all

out war for talent”

Characteristics, Perspectives, Attitudes and Beliefs

Generation Overview

Matures:DepressionBuildersSavers Generation

ImpactsHow you

Boomers:Post WWIISpendersLive to Work

Xs:Latch-keyDivorceDownsizedIndependent

Ys:Digital revolutionCorp/Gov’t flawedShort attention spanWork to Live

Work Life Balance

LifeFamily

Work Life

Family

#1 Issue between Generations

70% of American workers say they don’t have proper work-life balance … and blame companies for the problem

Generation Y90% say they are “very close” to their parents44% of teens consider parents as role models

Quality and quantity time

Raising a family is veryimportant – 75%

Baby BoomersMore than 40% in 1974 said they would be better off without their parents

Quality time

Raising a family is very important – 59%

Family - Parenting

Generations Y Loyalty(in order of importance to them)

1. Families

2. Friends

3. Communities

4. Co-workers

5. Themselves

6. Their company

Marrying later or not at all

• 1960 • Women 20 years old• Men 23 years old

• 2007 • Women 26 years old• Men 28 years old

Median age at marriage

• More than 60% of students volunteer at least monthly

Volunteering is important

• More than 80% of college freshmen volunteered as high school seniors

• Focus: environment, poverty and community problems

• Top reasons for volunteering: • “feel I am helping others”• “good skills for the future”• “makes me feel proud”

1. Who is Gen Y?2. How big is it?3. What “turns their crank?”4. How do they define success?

Questions/discussion at tables:What does this mean to you in your work?

Stop & Review

Generations as Employees

Workplace Background

50% of largest U.S. companies will lose 50% of their senior managers in next five years

By 2012, the U.S. will face a shortage of 10 million workers

Generations in Work Force

60% of employers report some “generational tension”

Key Characteristics

BoomersPriority on careerSacrifice family for workHard workersLoyalty to company“Panic” re retirement

Gen XHard work Using technologyPrefers cash & salaryWants some funLoyal to profession

Gen YContact with supervisorMake a differenceWork in teams

State-of-art tech stuffBe at top nowFrequent feedback & training

Recruiting

Gen YStart early – internshipsWeb site very importantRecruit through peersEngage with videosRecruit via InternetAppeal to desire to learnSell via flexible schedulingHighlight paid training

Gen XAvoid hypeOffer money & stockWeb site importantAppeal to desire to learnHighlight paid training &

skill development48% look in local paper76% get news online59% use Net for search

Retaining

Gen Y83% want flexibility73% motivated by salary58% want pathway to

personal growthWork-life balanceFrequent feedbackAccess to managersSocial interaction at work

Gen XCompensationAccess to managersWork “with” not “for”Weekly feedbackHealth/medical benefitsGiven desired outcome

& then turned looseTraining (live/computer)

• Gen Y workers want a job that lets them exercise personal values and beliefs

Causes Click

• 62% want to work for companies that give them a chance to use their skills to help a nonprofit

Boomer Views

On Boomers:• Worried about retirement• Hard workers: do whatever it takes to get job done• Goal oriented with good work ethics

On Gen X-ers:• Family first/job is a means, not an end• Transient/job hoppers• Good workers/need motivation, constant attention

On Gen Y-ers:• Feel entitled/poor work ethic/strange work habits• Need a lot of stroking/recognition• Dependent on technology, lost without it

Gen X Views

On Boomers:• Resistant to change but have lots of knowledge• Didn’t plan for retirement and probably won’t retire• Work comes first/hard working, dedicated

On Gen X-ers:• Job hoppers/loyal to self, not company• Family as important as work• Able to bridge gap between Boomers & Y-ers

On Gen Y-ers:• Selfish, impatient, arrogant• Want to be involved in decision making• Tech savvy/prefer electronic devices

1. What Generations are in the work place?2. How do we learn to work together?3. What “turns their crank” about work?4. How do we recruit & retain staff from

differing generations?

Questions/discussion:What does this mean to you in your work?

Stop & Review

Generations as Consumers & Media Users

01020304050607080

Brand Important

Price Important

Quality Im

portant

Go to Get Brand

1st to New

MeanMenWomen

Consuming Habits

Hobbies & Interests

304050

Watching TV

Cards/Poker

Video Games

Computer Games

Bargain Shopping

Sports

Scrapbooking

MeanMenWomen

10%15%20%25%30%35%40%45%50%

Volunteer

Faith-based

Civic Event

Political E

Social Club

Trade/Prof Group

Gen Y’s Use of Time

Media Usage and Multi-Tasking

0 12.5

% Time Shared

3040344327421262497

Mean Hours per Week

Browsing/Surfing the InternetWatching television

Talking on the phoneListening to the radio

E-mail and instant messagingListening to CDs/DVDsWatching videos/DVDs

Reading books for school or workListening to/record music online

Reading magazinesReading newspapers

How to Reach Diverse Audiences?

Boomers Xs & Ys

Printed Electronic

Snail Mail

Newspapers

Newsletters

Conferences

Face-to-face meetings

Telephone

E-mail

Online news, blogs, pod casts

E-letters

Video conferences

Webinars

Texting

26% of the U.S. population19% of the U.S. workforce

$300+ billion in annual spending power…and growing rapidly

That’s Y

Acknowledgement& Sources

Much of this information provided by NCTA from research conducted by Market Directions Inc.

Gen Y Information Sources:1) Market Directions … www.marketdirections.com2) NCTA/Drake & Company … www.drakeco.com3) Generation WHY … www.generationwhy.com4) Beloit College … www.beloit.edu (Mindset List)5) NAS Insights … Recruiting & Managing the Generations6) Generations: The Challenge of a Lifetime for Your

Non-Profit: Peter C. Brinckerhoff

1. Do you subscribe to a daily newspaper?

Yes – 62.5%

Survey Says …

100%86%

2. Use of Media for Information

Survey Says …

63%54%

Newspaper- Print

Mag - Print

OnlineNewsOutlet

OtherOnline

50% 50%

Yes No

3. Have you ever visited Craig’s List

Survey Says …

Matures Boomers Xers

< Monthly Monthly Weekly Daily

4. How often do you visit YouTube

Survey Says …

Less Than Monthly

E-mail Text Phone In Person All

5. What use for “critical work related” communication?

Survey Says …

Phone Call

35%26%

Paper Craigslist E-Bay BB Friends GarageSale

6. Where to you “advertise” item for sale?

Survey Says …

Put on E-Bay

7. How often do you use Twitter?

Survey Says …

Profiles Know but Don't ???

8. Tell us about Facebook and MySpace

Survey Says …

Profile on one or both

Matures Boomers Gen X

9. Use of APAI or IMAA websites

Survey Says …

79%88%

Use Occasionally

Never Occasionally Several times amonth

Use for Biz Know but Don't ???

8. Tell us about LinkedIn

Survey Says …

Profile on one or both

14%22%

10. How likely to use on-line registrations?

Survey Says …

Very Likely to Use

Not At All Somewhat Likely Very Likely

29%22%

Mobile Mania

Technology Advantage

SaturdayProblem

Connection

ProblemSolved

Cell Phone Users

billion

Computer Users

billion

Mobile

• Biggest change:Shift to computer on cell phones3.5 Billion people have cell phones

• Using Google daily:65 million use 6 billion people do not

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

3,500,000,000

Computers Cell Phones

1.2 Billion

3.5 Billion

The average woman in Sub Saharan Africa touches her hair 37 times a day. But she checks her cell phone 82 times a day.

Social Media

Delivery tool & much more

Web sites about kittens get more hits than those of most major

corporations!

Social Media

• Blogs• Google News Alerts• Facebook / MySpace• YouTube• LinkedIn• Twitter• Flickr

DEFENSIVE: Research ToolGoogle News AlertsTwitter SearchSlide Share

PRO-ACTIVE: Branding & Member ToolSharing2-way communicationsFund-raising

Social Media

Google News Alerts

From Twitter

• i'm an accountant at an asphalt paving company and we rotate saturdays. it sucks. and my appointment this afternoon sucks!

• New blog post: D & G Asphalt Paving , Torrance, CA http://bit.ly/8YZ05D

• Recycled asphalt paving: I am really pleased to see that Pima County is using recycled asphalt... http://bit.ly/bPJVMj

• Asphalt Paving Superintendent: A. Colarusso& Son, Inc. is seeking an experienced Asphalt Paving S... http://bit.ly/9FrBmy

• The National Asphalt Paving Association and the Asphalt Paving Association of Indiana. Not advocating dirt roads

Key Words

warm mix asphaltporous pavementsperpetual pavementthin asphalt overlayasphalt pavement concrete pavementcement pavementAsphalt Pavement Association Names of APAI producer members

FacebookUsers in U.S.

million

Rolodex on steroids!

People have joined FourSquare(in the last 10 days!)

Engaging

• Flash mobs• Meetups• Twestivals http://www.casefoundation.org/blog/twestival-0

• Unconferences• Skype conferences• Webisodes• Webinars

Transparency – Leader Board

Tweetsgiving 2009

Average dailyon Facebook

Facebook Tops Google

ContentManagement

Reporting/Editing Capacity Lost in U.S. newspapers

billion

Blog Sites(2007)

million

Old = Weekly newsletter via faxNew = Real Time

Old = Editors & PublishersNew = Consumers are producers

“If I’d asked the consumer what theywanted, they’d have asked for a faster horse.”

Henry Ford

Cause MarketingMarketing strategy & much more

Corporate Sponsorship:Company trying to reach your membersMessage: buy from me because we support yourindustry

Cause-Marketing:Company trying to reach your members’ customers orsociety in generalMessage: together we can do something good “forsociety”

Cause Marketing

Cause MarketingExamples

American Express: Statue of Liberty

FedEx: Trees for Troops

Habitat for Humanity

Cook for the Cure

Return the Warmth

Total• 79%• 38%

• 28%

• Cause reaches Generation Y• Response• Likely to switch to brand with cause• Have purchased product or service

associated with a cause • Want to see a percentage of

purchase donated to charity

Gen Y• 88%• 51%

• 41%

Top “issues” for causes:

•education•economic development •health & disease •access to clean water

Impact of Cause Marketing

Likelihood to switch brands = 87%

Proud of my company’s values = 87%

Purchased a product = 36%

Told a friend or family member = 30%

Source: Cone Inc.

CanstructionLocalized campaignProfessional societiesFood charities

67,054 military families have received farm-grown Christmas trees

Delivered to 53 military locations in 17 countries

Coordinated international media coverage

Trees for Troops: Reach & Impact

14.2 MILLION householdssaid they saw, read or heard about Trees for Troops

1.9 MILLION householdssaid T4T “influenced” their decision to purchase a farm-grown tree in 2007

Discussion

Cross Generational Work & CommunicationsAs colleaguesAs employeesAs communications to customers/prospects

Geneations, Social Media & Cause Marketing

Business

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