engaging generation y smartees seminar 2012 (ghent-be)
DESCRIPTION
On November 29 2012, InSites Consulting organized an 'Engaging Generation Y' Smartees Seminar in our office in Ghent, Belgium. The main focus is on how to engage with the most marketing savvy generation ever, Generation Y. The main theme is elaborated, followed by two interesting case studies of Carlsberg and Belfius Insurance.TRANSCRIPT
Engaging Generation Y
Smartees Seminar
This is the full slidedeck of our „Engaging
Generation Y‟ Smartees Sebinar. The
main focus is on how to engage with the
most marketing savvy generation
ever, Generation Y. The main theme is
elaborated, followed by some interesting
case studies of Carlsberg and Belfius
Insurance.
Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium
I have a passion for media, politics, music & movies.
I am happily married, a proud dad, a mediocre
soccerplayer and a great facebookfriend
I am often described as „an opinion on 2 legs‟
I love my job because I‟m fascinated by the question
“why do people do what they do?”
@hakimzemni
be.linkedin.com/in/hakimzemni
# insites
# mrx
GEN Y Conversation starters
• When I was a child I used to cry because of…
• When I was 15 my mom used to say…
• The first time I was drunk I …
• When I was 15 I wanted to become a…
• At age 18 my main hobby was…
#146
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
//Authenticity for
Generation Y
Real
Real
Real
//Template 1 • Tekst
//Template 1 • Tekst
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Page 40
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Results
• The bank doubled its Gen Y customer base from 2011
• The daily rate of cards sale increased by 58% in the first 6
months from the launch (the double vs 2009)
• 12 times more ST loan approval procedures initiated than
weekly average 2010
• 10% more cross selling than in 2011
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strategy: engage – sell – build loyalty
Engage through their
passion for Music
Exclusive access
through Youth products
Capture more
everyday spend
Relevance
Trial
Loyalty
4 key partners to deliver sustainable engagement
Page 48
Exclusive experiences
Exclusive access
Tier 3
Tier 2
Tier 1
Exclusive content
And enable constant social content and conversation
Page 49 agosto 27, 2012
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
30th
17th
4th
18th
4th
6th
23rd
20th
16th 9th
16th 14th
Panda,
Moderatto,
Paty Cantu,
Enjambre,
Anahi, Zanetti,
Sofi Mayen,
Miró
Experiencia
CALENDARIO "YOUTH PLATFORM"
Mastercard
Hospitalities
PreSales
Giveaway Tickets
Memorabilia
Trip to concert
outside Mexico
Coldplay
Travel with an
artist
Backstage Pases
in Mexico for
concert
Meet & Greets
Interview an
Artist (Press
Conference)
Be Part of a
Video
Be at an album
recording
Attend to band
rehearsal
Music Lessons
with an artist
VIP Parties
College shows
Pocket shows
Maroon 5 Linkin Park TBD
Belinda y Zoé
KISS Smashing
Pumpkins
Coldplay Evanescence TBD Nervo
Los Claxons Mike Zanetti
Ha-Ash Miró Enjambre Sofi Mayen
Paty CantúHa-ash
Paty Cantu Miró Zoé y Zanetti
León Larregui Eiza Belinda Enjambre
Panda Los ClaxonsMike Zanetti Enjambre
Belinda Zoé
Sofi Mayen y
Benny
Enjambre Sofi Mayen Miró Zoé
MiróHa-Ash
Panda ModerattoPaty Cantu Hello Seahorse
Enjambre/Sofi
Mayen
Enjambre/Sofi
Mayen
Enjambre/Sofi
Mayen
Enjambre/Sofi
Mayen
TBD
Leon Larregui Paty Cantu Moderatto
KEANE TBD
2012 2013
JULY AUGUST JULY AUGUSTJUNESEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY
TBD TBD TBD
Page 50
Breadth and variety of artists to establish
credibility among Youth
Belinda Enjambre Zanetti Sofi Mayen Alex Syntek
Coldplay Moderatto Anahí
Ha-ash Miro Benny
Eiza
Paty Cantú
Zoe
Panda
Hello seahorse
Variety of benefits activated to address different objectives
Page 51
Presales Experiences with artists
Content/ downloads Ticketing Offers
Purchase Purchase Access w/o card Access w/ card Access w/o card
Access w/ card Access w/o card
Access w/ card
Creating a dynamic social community
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4,000 university
student and 300
customers
experienced the
launch of Priceless
Music at an
exlusive concert
with Moderatto
Priceless Music launch event in Mexico City
to create buzz and momentum
① Stay true to your roots, but don’t shout
② Close is the new cool
① Be transparent and respectful, listen (like
friends would do)
Real
// I WILL NEVER FORGET THE DAY…
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.
Surprise
Fear
Anger
Sadness
Disgust
Meeting the
love of my life
Becoming a
sport champion
My first kiss
Extreme experience (e.g.
skydiving, mount climbing)
Parents got
divorced
New school
Encountered
aggression
When I was
dumped by my
partner
Death of a person
close to me
Was
diagnosed with
a serious
illness
When I got in a
fight
Discovered I had no
real friends when I
needed them most Moved
Graduated
Got my driving license
Being dumped by my
boy/girl friend
N = 40
N = 13
N = 14
N = 93
N = 30
Happiness N = 156
①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is about connecting youth in a
playful way
Happy
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com
Cocoon Start Insurance pack FOR and (co-)created BY Gen Y
THE CHALLENGE
Aging client portfolio
Need to re-juvenate
1 in 2 enters via car insurance
New Gen Y strategy
2008 financial crisis
Focus on key moments
Limited marketing budget
True partnership
Listening
Immersion
Co-creation
Nov 2011
‘Nestleavers’ survey
Feb 2012
Immersion community
May 2012
Co-creation community
Sept 2012
PR study press conference
Oct.2012
Brand tracking
THE STARTING POINT
Nov 2011
‘Nestleavers’ survey
Feb 2012
Immersion community
May 2012
Co-creation community
Sept 2012
PR study press conference
Oct 2012
Brand tracking
The big Nestleavers survey
Gamified
Alternative recruitment
Participant happiness
Lower perceived LOI
Less drop-out
Lower perceived LOI Data Quality
Gen Y loved it! Ik vind dit één van de most interesting survery die ik al heb
meegedaan. Er wordt wel wat informatie gevraagd zodat je eens
stil staat bij jezelf en je kennis van één van de meest voor de
hand liggende dingen waar jongeren niet altijd bij stil staan. Door
deze factoren allemaal ben ik me I started to look up
information during the survey over sommige punten.
Strong move naar jongeren
toe, dit was necessary, DVV
verzekeringen kwam bij mij
had no fancy image, voor
zover dit kan voor een
verzekerings-maatschappij
Good idea, het is volgens mij
belangrijk om to get closer with
the customer om hem/haar beter
te kunnen helpen. En daarvoor is
er geen betere methode dan de
klant zelf te laten aangeven wat hij
al heeft, nog wil en verwacht.
Nice initiative, on the condition that DVV takes this
forward to the next level.Het mag geen verkooptruc zijn. Ik
zou het liefst hebben dat er onafhankelijk van de verschillende
verzekeringsorganisaties info wordt gegeven aan de jongeren.
Alle jongeren tussen 21 (of 18) en 25 worden hierover te
weinig geïnformeerd. En zeker diegene die weinig of geen
economische schoolse achtergrond hebben.
Is ignorant
Gen Y
Is ignorant
87%
Too complex
Insurances are…
Too distant
Too expensive
THE DEEP DIVE
Nov 2011
‘Nestleavers’ survey
Feb 2012
Immersion community
May 2012
Co-creation community
Sept 2012
PR study press conference
Oct 2012 Brand tracking
2 languages2418
3 weeks
2 languages
2481 posts
92 Gen Y’s
Knowledge & experience
Week 1
DVV
Gn Gen Y is disconnected
Too complex
Not transparent
No trust
Need for understanding Gen Y
Chunked info
Solid image to build on
DVV has…
But… no USP!
Information
Week 2
Communication
G Good communication =
Humour
Smart
Recognizable
Recognizable No overpromising
Not vague
G Save what you can!
Laptop
Cell phone
Wallet
Clothes
Recognizable Emotional things
New ideas
Week 3
G Connecting the dots
USP
Simplicity
Show understanding
Brandverzekering
Verzekering van je inboedel
Familiale verzekering
Diefstalverzekering
‘Home emergency’
Verzekering voor je computer
Geschillen met je verhuurder
Verzekering helpers bij verhuis
Maandelijkse premie 25€
Cocoon Start
Simple
Relevant
Affordable
THE GO-TO-MARKET
Nov 2011
‘Nestleavers’ survey
Feb 2012
Immersion community
May 2012
Co-creation community
Sept 2012
PR study press conference
Oct 2012
Brand tracking
Re-activation
Nestverlaters community
1 week
42 Gen Y ‘s
Co-creation
3 Routes
500+ posts
Luckily we don’t
Too demeaning
This isn’t us!
have to live together…
3 Interventions
Not relevant
Nice to have
99
SHIT!
AHA erlebnis!
Funny twist
Clear link with insurances
THE PRESS CONFERENCE
Nov 2011
‘Nestleavers’ survey
Feb 2012
Immersion community
May 2012
Co-creation community
Sept 2012
PR study press conference
Oct 2012 Brand tracking
Gen Y curses a lot…
PR study: ‘Cursing’
101
102
102
102
Because of own clumsiness
PR study: ‘Cursing’
@ home !
Community members
103
@ Press Conference
NEWS FLASH !
104
Participant experience
105
THE IMPACT
Nov 2011
‘Nestleavers’ survey
Feb 2012
Immersion community
May 2012
Co-creation community
Sept 2012
PR study press conference
Oct 2012 Brand tracking
107
Total Nestverlaters HO & YP
Reliable 24% 30% 35%
Serious 22% 19% 28%
Has a w ide range of insurance products 20% 26% 28%
Traditional / conservative 20% 13% 25%
Listens to its customers 18% 25% 30%
Sympathetical 17% 25% 28%
Expensive 16% 23% 13%
Addresses people in understandable language 15% 21% 21%
Positive attitude 15% 21% 25%
Responds to the customer's personal situation 15% 23% 18%
Cold / distant 14% 17% 11%
Regularly informs his customers 14% 19% 21%
Alert / quickly reacts (to questions, problems, ... 13% 11% 18%
Enthusiastic 12% 23% 23%
Good value for money 12% 15% 21%
Is often talked about 12% 19% 21%
Know s his customers thoroughly 11% 13% 18%
Transparent / open 11% 15% 15%
Dynamic 10% 17% 17%
Forw ard-looking 10% 19% 14%
Gives room to actively think along 10% 15% 11%
Innovating 10% 23% 14%
Original 10% 19% 13%
Takes aw ay your w orries 10% 13% 11%
Creative 8% 19% 14%
107
50% increase TOM
Total Nestleavers
Positive impact on brand image
108
108
Lead generation
Website visit: + 200%
New Business: + 30%
Gen Y 290K views DVV
Bannering: +150K click through
60% no connection with DVV before
No cannibalisation
WRAP-UP
110
110
110
Engaging Gen Y for research…
Why would these people participate in research?
Boo-ring!
ONE-WAY TRAFFIC SURVEYS?
#1 Be relevant
Engaging Gen Y for research…
#2 Be where they are
#3 Engage
They want to
COLLABORATE
3 month community
150 consumers, of which 100 Gen Y
Intensive immersion in Sara Lee’s
coffee brands and the world of
coffee
• Coffee tastings
• Supermarket safari
• Mood board exercises
• Grouping exercises
• Communication Co-creation
• …
As marketers
3 week community
100 players/club owners/trainers
Reshaping competition for young
players (6 to 16 year olds)
As innovators
The process of using game thinking and game mechanics to solve problems and engage users
Gamification
Background
#1 Non linearity
#MktAlumni
#2 Instantly share results
#MktAlumni
#3 Feedback at the end
#MktAlumni
Gamification in surveys leads to a better user
experience!
Average satisfaction
7,0
All of the below:
7,9
Instant share results (7,4)
Type feedback @ end (7,6)
Non linearity (7,7)
Explore
128
… it works!
Collaboration
Research solutions to connect with Gen Y
Touchpoints
Gamification
Questions? Remarks?
Feedback?
Stay tuned! (http://smartees.insites-consulting.com/smartees/)
Drinks & fingerfood!