reinders generations & social media (ss)
TRANSCRIPT
March 11, 2015Steve Drake
Generation Challenges & Media Changes:
Impacting Irrigation Contractors
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22nd Green Industry Conference
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Generational Change + Digital Revolution =
3 Trends of Current Revolution
Front #1: Decline of traditional management
• Hierarchies/bureaucracies fraying
Front #2: Social internet revolution
• Explosion of content, news, info, entertainment
Front #3: Millennials in workforce
• 80+ million emerging as leaders
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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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Largest shift of human capital in history
Generations
• 18 generations in U.S. since 1776
• One every 20 years
• Revolutionary generation every 80-100 years
– Revolutionary War generation
– Civil War generation
– Depression/World War II generation
– Millennial generation
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BabyBoomers
77 million
Generation Y
76+ million
Generation X
50 million
Matures
24 million
Before 1946
1946-1964 1965 – 1977 1978 - 1995
Birth Years:
7 Majority of US workforce in 2015 43% of world's population is under age of 25
Generations by Birth Years
Generational Divides(Shared Experiences)
Generation Born Age in 2015 Core Influence
Silents Mid-1920s to early 1940s 75-90 Depression, WWII
Boomers Early 1940s to early 1960s 55-74 Man-on-Moon, Vietnam
Millennials Early 1980s to early 2000s 10– 33 9/11, Web 2.0, terrorism
Xers Early 1960s to early 1980s 34-54 Latch key, Challenger
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Boomers
• Don’t trust anyone over 30• Love the one you’re with• Flag burnings• Woodstock Generation• Age of Aquarius
• 60-hour work week
• Transistor radios
Common Experiences
Boomers remember….• Polio• Bomb shelters• President Kennedy assassination • Vietnam• Kent State• Woodstock• Kodak moments• NASA/Man on Moon• Fins on cars• TV: Ed Sullivan, Lucy, Walter Cronkite
Common Experiences
Millennials remember ….• Parents being downsized• Friending• Digital yearbooks• 9/11, war on terrorism• GM has always meant Genetically Modified• Watching TV without a TV set• Photos without film• Luggage on wheels not shoulders• Amazon not just a South American river• Music has always been free (downloaded)
Y Characteristics
• Living with parents longer• Buying home later• Food from convenience stores• More education• Earning less• Optimists• Urbanites• TV: Streaming,
Jon Stewart
• Marrying later
• Children later (but more of them)
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Nu
mb
er E
ligib
le (
mill
ion
s)
20082009
20102011
20122013
20142015
20162017
20182019
20202021
20222023
Year
Boomer Peak
Boomer
retirement will
lead to an “all
out war for
talent.”
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2,785 new 65-year-olds by 8 pm today
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Y Priorities
Work
Life
Family
WorkLife
Family
#1 Issue between Generations
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Boomers:Work is a PLACE
Ys:Work whenever &
wherever
Work Hours
Flexible Hours
• Major benefit for millennials
• Issue for some work environment
Overtime/Weekends
• They want to decide
• Girl Scout cookie factory
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Participation Down In
• Golf (1 course closes every 48 hours)
• Tennis
• Bowling
• Service Clubs
• College football tickets
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Loyalty
• Ys more loyal to self than to employer
• Who taught them?
– Re-engineering
– Down sizing
– Laid off
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Communications at Work
Boomer: Did you get my email request?Millennial: Huh? What email?Boomer: I emailed you 20 minutes ago to
bring me the Smith estimate.Millennial: Well, if it was urgent, why
didn’t you text me?
• Gen Y workers want a job that lets them exercise personal values and beliefs.
• 62% want to work for companies that give them a chance to use their skills to help a nonprofit.
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• More than 60% of students volunteer at least monthly.
Cause MarketingExamples
American Express: Statue of Liberty
FedEx: Trees for Troops
Habitat for Humanity
Cook for the Cure
Return the Warmth
Chili’s Create-A-Pepper
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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ALS Ice Bucket Challenge
• ALS donations up from $2.5 mil in 2012 to $79.7 mil now!
• Plum Hollow CC takes Ice Bucket Challenge!
http://ow.ly/AGGOW 26
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Websites & Social Media …
• Grow & sustain your business
• Engage with customers
• Visual
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Your Prospects Are Here
Are You?
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Social Tools
• Rolodex LinkedIn
• Pen Pal
• Scrap Book
• Photo Album
Instagram, Flickr
• Want Ads Craig’s List
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The World Has Changed
Word of Mouse Expands Word of Mouth
• Blogs• Facebook• YouTube• LinkedIn• Twitter• Flickr• SlideShare• Delicious• Yelp!• Craigslist• Instagram• Google News Alerts
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Listening Tools
• Google News Alerts
• Hashtags
• Key Words
• Other social media
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Google News Alert
– Key customers
– Key prospects
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– Your competitors
– Yourself
Monitoring
• Comcast service
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SOCIAL MEDIA
1. Social Media Strategies
a) They ask … you answer
b) Web as hub
c) Blog as key element
2. 1st why
3. Then who
4. Then what
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Personas
Develop persona of “typical” customer/buyer:
• Who?
• Where?
• When?
• How?
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• Why: Build audience & fans
• What: Monitor, connect, engage
• When: IF fits persona
• #Throwback Thursdays
• #Testimonial Tuesdays
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• Why: Build business-to-business audience• What: Share links & information• When: IF fits persona
Individuals:– 6,849 “golf course superintendents”– 48,812 landscape contractors (829 in Wisconsin)– 18,761 irrigation contractors (226 in Wisconsin)Groups:– 15,752 in “landscape contractors” group– 3,434 in golf course superintendents, assistants and
interns
• Consider upgrading to “Pro”42
• Why: Share & Engage
• What: Share photos/stories
• When: IF fits persona
443,444,203 followers
• Why: Share & Engage• What: Share photos• When: IF fits persona
• Why: Build informed audience
• What: Visually showcase your products at work
• When: IF fits persona
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Consider GoProcamera
http://phccgreens.blogspot.com/2013_06_01_archive.html
The Winter After the #WorstWinterEverhttp://ow.ly/JIOWs
160,605 views!
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• Why: Build informed audience• What: Monitor, share links
• To videos, white papers, successes• Share links to your blogs
• When: IF fits persona
• #Throwback Thursdays• #Testimonial Tuesdays
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The World Has Changed
If
can’t find you …
You Don’t Exist
Irrigation Contractors
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You Are What You Publish
• How often do you share links of interest?
• Do you help answer key questions via a blog?
• Are you active on social media sites?
• Do you post videos and photos online?
• Do you share news of your customers or your company?
• Are you THE expert resource for your customers and prospects?
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You are what you publish!
Content Philosophies
• They ask … you answer.
• If you are hard selling, you are losing.
• What words will they use for a Google search?
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Create a
Strategy
Potential Tools of Your Hub
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Websites
• THE most important element today
• Can no longer be an “electronic brochure”
• Must be interactive
• Must have new info DAILY
• Should be the “hub” of all content
• Must be adaptive
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Think Like Customer!
1. How will I “see” you?
Laptop? Tablet? Smart Phone?
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Adaptive
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• Better Business Bureau logo “below the fold”60
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Color but Not Reversed
As a Business Strategy
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Texting
Do you collect cell phone #s of customers so you can text alerts to them?
• Send reminders about appointments
• Alert customer if tech rep will be late
• Text alerts? Yes!
– XYZ just announced a special on ….
• Caution: Don’t be a spammer! Get permission.
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Why a Blog?
• Drives people to your website
• Creates informed buyers
• Solves their problems
• Reinforces sales efforts
• Builds your reputation as valued resource
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Answer Questions
• They ask …. You answer!
• Provide answers to buyers’ problems
– Ask staff to list top questions from consumers
– Generate answers to those questions
• Write stories that answer those questions
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Blogging Tools
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WordPress Blogger
Much of this information provided by NCTA from research conducted by Market Directions Inc.
Gen Y Information Sources:
1) Market Directions … www.marketdirections.com
2) NCTA … www.realchristmastrees.org
3)When Millennials Take Over … www.amazon.com
4) Beloit College … www.beloit.edu (Mindset List)
5) Knowing Y: Sarah L. Sladek
6) Generational Diversity: Jamie Notter
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Steve DrakePresident
10564 Carena CircleFort Myers, FL 33913
(314) 239-9464
CONTACT INFORMATION
[email protected]@stevedrake@causeaholic
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