Cause Marketing: How to Integrate Cause Marketing for your Business and Your Clients
Geneations, Social Media & Cause Marketing
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Transcript of 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
Making Dreams Fly ®
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
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Who’s Here?
8.3% 8.3%
20.8%
8.3%
54.2%
0%
20%
40%
60%
80%
Safety Tech Sales Super Sr Mgr
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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)
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Birth Years Here
4.2%
58.3%
37.5%
0.0%0%
20%
40%
60%
80%
Pre 1946 1946-1964 1965-1977 1978-1994
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10%
44%34%
12%
0%
20%
40%
60%
80%
100%
Matures Boomers Gen X Gen Y
US Population
APAI - IMAA
Generations: You & the U.S.
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Four Generations as:
• Customers/Prospects
• Colleagues
• Employees
Generational Challenge
• People at Job Site
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Disclosures
Yes, these are generalizations
Yes, there are exceptions
What follows is a compilation of research and literature from multiple sources
Plagiarism vs research
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Generational Background
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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
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• 1970s: Long hair
Generational Words
• Today: Longing for hair
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• 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
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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
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First Year Eligible for Full Retirement
05
10152025303540
Num
ber E
ligib
le (m
illio
ns)
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
Year
Boomer Peak Boomer retirement will lead to an “all
out war for talent”
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Characteristics, Perspectives, Attitudes and Beliefs
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Generation Overview
Matures:DepressionBuildersSavers Generation
ImpactsHow you
Live
Boomers:Post WWIISpendersLive to Work
Xs:Latch-keyDivorceDownsizedIndependent
Ys:Digital revolutionCorp/Gov’t flawedShort attention spanWork to Live
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Work Life Balance
Work
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
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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
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Generations Y Loyalty(in order of importance to them)
1. Families
2. Friends
3. Communities
4. Co-workers
5. Themselves
6. Their company
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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
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• 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”
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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
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Generations as Employees
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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
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10%
44%
34%
12%
0%
20%
40%
60%
80%
100%
Matures Boomers Gen X Gen Y
Generations in Work Force
60% of employers report some “generational tension”
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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
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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
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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)
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• 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
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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
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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
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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
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Generations as Consumers & Media Users
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01020304050607080
Brand Important
Price Important
Quality Im
portant
Go to Get Brand
1st to New
MeanMenWomen
Consuming Habits
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Hobbies & Interests
01020
304050
6070
Watching TV
Cards/Poker
Video Games
Computer Games
Bargain Shopping
Sports
Scrapbooking
MeanMenWomen
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0%5%
10%15%20%25%30%35%40%45%50%
Volunteer
Faith-based
Civic Event
Political E
vent
Social Club
Trade/Prof Group
Gen Y’s Use of Time
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Media Usage and Multi-Tasking
1.6
1.8
4.5
5.1
5.9
6.7
7.5
7.8
8.1
15.0
16.8
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
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How to Reach Diverse Audiences?
Boomers Xs & Ys
Printed Electronic
Snail Mail
Newspapers
Newsletters
Conferences
Face-to-face meetings
Telephone
Online news, blogs, pod casts
E-letters
Video conferences
Webinars
Texting
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26% of the U.S. population19% of the U.S. workforce
$300+ billion in annual spending power…and growing rapidly
That’s Y
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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
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1. Do you subscribe to a daily newspaper?
Yes – 62.5%
Survey Says …
100%86%
22%
0%0%
20%
40%
60%
80%
100%
Matures Boomers Gen X Gen Y
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2. Use of Media for Information
Survey Says …
63%54%
25%
58%
0%
20%
40%
60%
80%
100%
Newspaper- Print
Mag - Print
OnlineNewsOutlet
OtherOnline
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50% 50%
0%
20%
40%
60%
80%
Yes No
3. Have you ever visited Craig’s List
Survey Says …
0%
29%
89%
0%
20%
40%
60%
80%
100%
Matures Boomers Xers
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63%
25%
8% 4%
0%
20%
40%
60%
80%
< Monthly Monthly Weekly Daily
4. How often do you visit YouTube
Survey Says …
0%
79%
44%
0%
20%
40%
60%
80%
100%
Matures Boomers Xers
Less Than Monthly
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46%
4%
63%
46%
38%
0%
20%
40%
60%
80%
E-mail Text Phone In Person All
5. What use for “critical work related” communication?
Survey Says …
0%
71%
56%
0%
20%
40%
60%
80%
100%
Matures Boomers Xers
Phone Call
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35%26%
35%
13%
61%
35%
0%
20%
40%
60%
80%
Paper Craigslist E-Bay BB Friends GarageSale
6. Where to you “advertise” item for sale?
Survey Says …
100%
15%
56%
0%
20%
40%
60%
80%
100%
Matures Boomers Xers
Put on E-Bay
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7. How often do you use Twitter?
Survey Says …
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21%
67%
13%
0%
20%
40%
60%
80%
Profiles Know but Don't ???
8. Tell us about Facebook and MySpace
Survey Says …
Profile on one or both
0%
14%
33%
0%
20%
40%
60%
Matures Boomers Gen X
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9. Use of APAI or IMAA websites
Survey Says …
100%
79%88%
0%
20%
40%
60%
80%
100%
Matures Boomers Gen X
Use Occasionally
4%
83%
13%
0%
20%
40%
60%
80%
100%
Never Occasionally Several times amonth
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17%
50%
33%
0%
20%
40%
60%
80%
Use for Biz Know but Don't ???
8. Tell us about LinkedIn
Survey Says …
Profile on one or both
0%
14%22%
0%
20%
40%
60%
Matures Boomers Gen X
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10. How likely to use on-line registrations?
Survey Says …
Very Likely to Use
0%
21%
54%
25%
0%
20%
40%
60%
80%
Not At All Somewhat Likely Very Likely
0%
29%22%
0%
20%
40%
60%
80%
100%
Matures Boomers Gen X
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Mobile Mania
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Technology Advantage
SaturdayProblem
Connection
ProblemSolved
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Cell Phone Users
billion
Computer Users
billion
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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
0
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
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The average woman in Sub Saharan Africa touches her hair 37 times a day. But she checks her cell phone 82 times a day.
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Social Media
Delivery tool & much more
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Web sites about kittens get more hits than those of most major
corporations!
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Social Media
• Blogs• Google News Alerts• Facebook / MySpace• YouTube• LinkedIn• Twitter• Flickr
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DEFENSIVE: Research ToolGoogle News AlertsTwitter SearchSlide Share
PRO-ACTIVE: Branding & Member ToolSharing2-way communicationsFund-raising
Social Media
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Google News Alerts
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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
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Key Words
warm mix asphaltporous pavementsperpetual pavementthin asphalt overlayasphalt pavement concrete pavementcement pavementAsphalt Pavement Association Names of APAI producer members
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FacebookUsers in U.S.
million
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Rolodex on steroids!
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People have joined FourSquare(in the last 10 days!)
,000
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Engaging
• Flash mobs• Meetups• Twestivals http://www.casefoundation.org/blog/twestival-0
• Unconferences• Skype conferences• Webisodes• Webinars
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Transparency – Leader Board
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Tweetsgiving 2009
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Average dailyon Facebook
hours
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Facebook Tops Google
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ContentManagement
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Reporting/Editing Capacity Lost in U.S. newspapers
billion
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Blog Sites(2007)
million
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Old = Weekly newsletter via faxNew = Real Time
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Old = Editors & PublishersNew = Consumers are producers
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“If I’d asked the consumer what theywanted, they’d have asked for a faster horse.”
Henry Ford
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Cause MarketingMarketing strategy & much more
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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
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Cause MarketingExamples
American Express: Statue of Liberty
FedEx: Trees for Troops
Habitat for Humanity
Cook for the Cure
Return the Warmth
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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%
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Top “issues” for causes:
•education•economic development •health & disease •access to clean water
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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.
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CanstructionLocalized campaignProfessional societiesFood charities
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67,054 military families have received farm-grown Christmas trees
Delivered to 53 military locations in 17 countries
Coordinated international media coverage
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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
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Discussion
Cross Generational Work & CommunicationsAs colleaguesAs employeesAs communications to customers/prospects