Social marketing how to reach gens x y z
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Social Marketing: How to Reach Gens X, Y ,& Z. Presenter: Christina Campbell Alaska Commission on Postsecondary Education. Overview. Define Social Marketing Sources Four Life Cycles Four Life Phases Four Generation Types Boomers Gen X Gen Y Gen Z

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Social marketing how to reach gens x y z

Social Marketing:How to Reach Gens X, Y ,& Z

Presenter:

Christina Campbell

Alaska Commission on Postsecondary Education


Overview

Overview

  • Define Social Marketing

  • Sources

  • Four Life Cycles

  • Four Life Phases

  • Four Generation Types

    • Boomers

    • Gen X

    • Gen Y

    • Gen Z

  • CGS Primary Target Audience – Gen Y

  • Sample Marketing Script


Social marketing definition

Social Marketing Definition

The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.

From Social Marketing: Improving the Quality of Life, by Philip Kotler


Research

Research

William Strauss and Neil Howe

  • Renowned Historians - Experts in American History & Generations

  • Studied American generations from the first Puritans to now

  • Co-authored “Generations”


Social marketing how to reach gens x y z

Everyone has a “life-course” from birth to death…

While the details are always NEW…

the underlying rhythms are not!


Four cycles of turnings

Four Cycles of Turnings

Wearehere


The 4 th turning prediction

The 4th Turning Prediction

“America will enter an era of crisis - an era of political and social upheaval - that will extend until the 2020s.  And we believe it will be a major threshold in the nation's history, climaxing with events on par with the Revolution, the Civil War, or WWII”

1991- Generations,1997- The Fourth Turning


Four life phases

Four Life Phases

Seasons of Life

  • Childhood - age 0-20

  • Young Adult -age 21-41

  • Midlife -age 42-62

  • Elderhood -age 63-83


Generation types

Generation Types


History

History…


Current

Current….


Prophet life cycle

Prophet Life Cycle

  • Boomers (1943-1963)

    • Childhood- High

      Nurtured with increasing indulgence by optimistic adults in a secure environment

    • Young Adulthood- Awakening

      Self-absorbed, challenging the moral failure of the elder-built institutions, sparking a society-wide spiritual awakening

    • Midlife- Unraveling

      Preach a downbeat, values, ethics, moral conviction.

    • Elderhood-Crisis

      As visionaries they push to resolve deepening moral choices, setting the stage for the goals of the young.


Prophet endowments

Prophet Endowments

  • Boomers (1943-1963)

    • Indulged as children, they become increasingly protective as parents (late Boomers are early helicopter parents)

    • Principal attributes are in the domain of vision, values, religion

    • Principled moralists, wagers of righteous wars

    • Revered more for inspiring words than deeds

    • Remembered best for their “coming of age” passion


Well known prophets

Well-Known Prophets

  • Boomers (1943-1963)

    • Bill & Hillary Clinton

    • Newt Gingrich

    • Steven Spielberg

    • Spike Lee

    • Barack Obama


Professions of prophets

Professions of Prophets

  • Boomers (1943-1963)

    • Teachers

    • Philosophers

    • Historians

    • Writers

    • Journalists

    • Commentators

    • Lawyers (Public Defenders)


Social marketing strategies

Social Marketing Strategies

  • Boomers (1943-1963)

    • Pathos Appeal (emotional) - Don’t litter, Smokey the bear, Teach the world to sing

    • Print - This generation still subscribes to newspapers and hangs on to their yellow pages!

    • Network TV, Radio - Grew up with only 3 networks, and AM radio

      http://www.youtube.com/watch?v=j7OHG7tHrNM

      http://www.youtube.com/watch?v=6mOEU87SBTU


Nomad life cycle

Nomad Life Cycle

  • Gen X (1963-1981)

    • Childhood- Awakening

      Left under-protected as children parents in adult self-discovery

    • Young Adulthood- Unraveling

      Become brazen free agents, lending their “pragmatism” and practical way of thinking; deal with problems of independence to an era of growing social turmoil.

    • Midlife- Crisis

      Apply toughness & resolution to defend society, while safeguarding the interests of their young

    • Elderhood-High

      Exhausted, they slow the pace of social change shunning the old crusades in favor of simplicity & survivalism


Nomad endowments

Nomad Endowments

  • Gen X (1963-1981)

    • Under-protected as children they become overprotective parents (true helicopter parents)

    • Attributes are in the domain of liberty, survival, honor, and doing it alone

    • Cunning, hard-to-fool realists, tenacious warriors who prefer to meet problems and adversaries ‘one on one’

    • Known for their young adult years of ‘hell raising’ & tattoos

    • In midlife they have a ‘hands-on get-it-done” leadership

    • Biggest volunteer military

      • Army of One http://www.youtube.com/watch?v=OSsPOC4xZNM&NR=1

    • Inventors of “EXTREME” sports


Well known nomads

Well-Known Nomads

  • Gen X

    • Johnny Depp

    • Charles Barkley

    • Kobe Bryant

    • Brett Favre

    • Wynona Ryder

    • Britney Spears

    • Angelina Jolie


Professions of nomads

Professions of Nomads

  • Gen X (1963-1981)

    • Sales (Pharmaceuticals & etc)

    • Marketing

    • Creative Advertising (1st Generation of MTV)

    • Professional Athletes

    • Military

    • Lawyers (Prosecutors)

    • White Collar Scammers (Persuasive)

      More “Survivor” TV show winners!!

      (18 of 20)


Marketing strategies

Marketing Strategies

  • Gen X (1963-1981)

    • Ethos Appeal (character-credible)

      Spokesperson must be an authority with command

      • Sports figures work well (Gen X are inventers of EXTREME sports)

      • Don’t need to be “Without a blemish”

  • TV, Cable, Radio, Email, MTV

  • Be straight forward & Direct

    This is your brain PSA….

  • No BS…. Use Intelligence

    PBS, Documentaries, Learning Channel

  • Get to the point

  • Adventure

  • In short…. be REAL! (Gen X are Inventors of Reality Shows)

    http://www.youtube.com/watch?v=xtih-rOXXPw


Hero life cycle

Hero Life Cycle

  • Gen Y (1982-2000)

    • Childhood-Unraveling

      Overprotected by helicopter parents in an insecure environment

    • Young Adulthood- Crisis

      Working as teams, they challenge the political failure of elder-led crusades, fueling a society-wide secular crisis

      Obama Election (raised as children when Clinton was President)

    • Midlife- High

      Powerful, influential, they establish an upbeat…constructive ethic of social discipline

    • Elderhood- Awakening

      Expansive, they orchestrate ever grander secular constructions, setting the stage for the spiritual goals of the young


Hero endowments

Hero Endowments

  • Gen Y (1982-2000)

    • Activities are in the domain of “community”, affluence, and technology

    • Function in groups, an electronic & digital age, virtual reality

    • Are multi-taskers and vigorous and rational institution-builders

    • Advocates of economic prosperity & open-minded optimism

    • Grew up watching “Friends”, “Will & Grace”

    • Have a reputation for civic energy and competence

    • Young politicians and biggest “volunteer” group

    • Best known for their achievements

    • Want to “change the world” – are Eco-friendly


Well known heroes

Well Known Heroes

  • Gen Y

    • Zac Efron

    • Jonas Brothers

    • Justin Bieber

    • Corbin Bleu

    • Ashley Tisdale

    • Selena Gomez

    • Miley Cyrus

    • Rihanna


Professions of heroes

Professions of Heroes

  • Gen Y (2000- 2015)

    • Politics

    • Entertainment

    • Electronic Media

    • Web

    • Internet

    • Civic Organizations

      They lived through 9.11, and Katrina


Marketing strategies1

Marketing Strategies

  • Gen Y (1982-2000)

    • Logos (logical)

    • Humor - Eat more fruits & veggies PSA

    • Internet, Radio, TV

    • Social Media - Facebook, My Space, Twitter (Social Networking)

    • Very little print

      • This generation doesn’t have the time to read…

      • And they invented their own text language, anyway…which differs greatly!

    • Harmony - Save the planet and environment

      http://www.youtube.com/watch?v=qyXFN4ocN_o&NR=1


Artist life cycle

Artist Life Cycle

  • Gen Z (2000-2020)

    • Childhood- Crisis

      They are overprotected at a time of political shakiness, and adult self-sacrifice

    • Young Adulthood- High

      As conformists, they become sensitive helpmates lending their expertise & cooperation to an era of growing calm

    • Midlife- Awakening

      Indecisive, they apply expertise & process to improve society while calming the passions of the young

      • Remember the Beaver Cleaver days?

  • Elderhood- Unraveling

    As empathetic elders they quicken the pace of social change shunning the old order in favor of complexity and sensitivity


Artist endowments

Artist Endowments

Gen Z (2000-2020)

  • Impatient, instant results,

  • Unlike Gen Y they are INDIVIDUALISTIC

    Predictions

  • Overprotected as children they become underprotective as parents

  • Activities in the domain of pluralism (diversity), expertise, and due process.

    • Growing up under the first African American President, 1st Latino supreme court judge, openly gay politicians

  • Advocates of fair play and politics of inclusion

    • No child left behind

    • Obesity a big issue

    • Will become most expert & credentialed of political leaders.

      Sandra Day O’Conner…Colin Powell


Well known artists

Well Known Artists

Gen Z

  • Frankie Jonas

  • Ella Travolta

  • Jaden Smith

  • Willow Smith

  • Noah Cyrus


Professions of artists

Professions of Artists

  • Judges

    • Express their mind and opinion online

  • Musicians/Singers/Dancers/Actors

    • American Idol

    • High School Musical

    • Dancing with the Stars

  • Engineers

    • Most-educated of all the generations

  • Internet Technology

  • CSI

    • Able to collect and process information quickly


Marketing strategies2

Marketing Strategies

Gen Z (2000-2020)

  • World Wide Web - Highly Connected…everything is online from birth

    • Class work

    • Games

    • Socializing

  • Phone Apps

  • YouTube

    • Digital Natives no longer limited to home PC’s

    • MP3 players, iPhones, iPads, internet carried in their pocket

  • Virtual Reality Games… lack interpersonal communication skills but build communities online

  • Instant messaging and text messages (email is too old)

  • TV, Radio

    http://www.youtube.com/watch?v=r-zEDbl04NY&feature=fvw


Cgs targeting gen y 1982 2000

Attributes

Optimistic

Energized

Like Originality

Education is a top 5 issue

EXPECT to go to college

Key Values

Identity

Diversity

Belonging

Creativity

Sharing

Connectivity

Giving (9.11, Katrina),

Online

97% computer; 94% cell phone; 75% Facebook; 1/3 use Web as main source of news

Challenges

Over-Marketed

Quick and Easy… “When the going gets tough Gen Y moves on…

Doesn’t have the time to read a lot

No silver bullet

Entitlement

CGS Targeting Gen Y (1982-2000)


Gen y sub cultures

Gen Y Sub Cultures


Social marketing how to reach gens x y z

What do teens want for their future?


Social marketing how to reach gens x y z

82% expect to go to college


Social marketing how to reach gens x y z

The goal therefore...Is NOT to persuade them that they need to go to college…It’s to communicate to them HOW they can go


Social marketing how to reach gens x y z

It isn’t enough to know the

Information… USE IT


Messages need to

Messages need to…

  • Be clear and straightforward… don’t waste their time... get to the point

  • Tell them what they should do

  • Humor

  • Free


Basic model of communication

Basic Model of Communication

  • Sender- Credibility: Is it the right person?

  • Message- Content: Is it your audience’s speed?

  • Channel- Mode: How are you reaching them?

  • Receiver- Target: Did you reach your audience and did they hear your message the way you intended?

    • Barrier/Problem

    • Ask them/Tell them

    • Value

    • Vision/Benefit/Solution


Messaging example

Messaging Example….

Need money for college? (Barrier/Problem).

Fill out the FAFSA (Tell them what to do).

It’s the Free Application for Federal Student Aid.

Fill it out now and you could get thousands of dollars for college.

Wait until summer and you may get less.

Think you’re too rich to qualify? You’ll probably still have to fill

out the FAFSA to get loans and scholarships.

Get free help on Sunday January 31 at these sites across

Alaska (Value).

CGS and the FAFSA - your ticket to a higher education.

(Vision/Solution).


Conclusion

Conclusion

Four Generation Types

  • Boomers- Prophets… Idealists… Pathos (emotion)

  • Gen X- Nomads… Reactive…Ethos (credibility)

  • Gen Y-… Civics….. Heroes….Logos (logic)

  • Gen Z- Artists… Adaptives… all three-Fairness

    CGS Target Gen Y

    http://www.youtube.com/watch?v=jxlr2nKd4Bw&feature=related


Social marketing how to reach gens x y z

Thank you

Christina Campbell

Alaska Commission on Postsecondary Education

(907) 269-7981

[email protected]


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