Cross Generational

Engagement
A look into understanding and implementing
social media for a cross generational
membership

mattdollinger@atproperties.com
facebook.com/mattdollinger
@mattdollinger
www.TheYouFactor.com
 Overview
• Understanding the Gen X – Y consumer
• Bridging the Gap
• Engaging the Gen X – Y generation
• What to learn from outside the industry
• Fostering engagement of members
• The kicker – the SM network to hit
 Who is Generation X
• Generation X (aged 29 to 42)
• Use technology when it when it supports a
“lifestyle need”
• Generation X Stats
– During the past three months, 69% have shopped
online
– 65% used online banking—more than any other
group
– 21% are now reading a blog once per month
compared to 15% last year
– 61% of mobile subscribers text compared to 49%
in 2007
Statistics available at
http://legalcareers.about.com/od/practicetips/a/G
 Why Generation X
• Individualistic: Generation X came of age in an era of two-
income families, rising divorce rates and a faltering economy.
• Technologically Adept: The Generation X mentality reflects a
shift from a manufacturing economy to a service economy.
• Flexible: Many Gen Xers lived through tough economic times
in the 1980s and saw their workaholic parents lose hard-
earned positions.
• Value Work/Life Balance: Unlike previous generations,
members of Generation X work to live rather than live to
work.
• Distrusting of Establishment: Lack of heroes and
overloaded advertisements have caused a deep distrust.

Statistics available at
http://legalcareers.about.com/od/practicetips/a/G
 Who is Generation Y
• Generation Y (aged 18-28)
• Most tech savvy of any generation.
• First “native online population”
– tech is “embedded into everything they do”
– 90% own a computer
– 82% own a mobile phone
– 72% of mobile phone users send or receive SMS
messages
– Spend more time online than they do watching
television
– 42% watch online video at least once per month.
Statistics available at
http://legalcareers.about.com/od/practicetips/a/G
 Why Generation Y (cont.)
• Tech-Savvy: Generation Y grew up with technology
and rely on it to perform their jobs better.
• Family-Centric: The fast-track has lost much of its
appeal for Generation Y who is willing to trade high
pay for fewer billable hours, flexible schedules and a
better work/life balance.
• Achievement-Oriented: Nurtured and pampered by
parents they are confident, ambitious and
achievement-oriented.
• Team-Oriented: As children, Generation Y
participated in team sports, play groups and other
group activities.
• Attention-Craving: Generation Y craves attention in
the forms of feedback and guidance.
Statistics available at
http://legalcareers.about.com/od/practicetips/a/G
 Bridging the Gap
• Because Generation Y is so future-oriented
and so trend-setting, winning over this group
will also attract Baby Boomers and those from
Generation X.

"If you appeal to this skeptical market,

you’ll be future-oriented, and that’ll
attract all the other groups"
 Generational Marketing 101
• Avoid clichés and insincerity.
• Avoid hype.
• Use sound bites, strong images and short snappy phrases.
• Keep your marketing text concise.
• Use plenty of "cool" graphics and bright colors
• Keep the tone of your marketing campaign low-key and
sincere.
• Show concern for the environment.
• Understand that they expect instant gratification.
• Appeal to their sense of being technologically savvy.
• Emphasize the functional benefits of your products/services.
• Be realistic and offer practical information.
• Emphasize quality..
• Respond quickly to its ever-changing needs and wants.

Statistics available at
http://www.generationwhy.com/articles-and-information/g
Engaging the Generational
Consumer
This is what we are doing…
What the “outside” industry is
doing
 The biggest hurdle of
the Real Estate Industry is
the Real Estate Industry itself
Start Looking Outside of it…
 Why are these companies
winning the social media game?
So how can you engage
your target audience?
 Engaging your Membership
• What do we already know?
– They are individualistic
– Technologically Advanced
– Distrust of Establishment
– Work/Life Balance (The 24/7 Syndrome)
– Team Oriented
– Attention and Praise Craving
 Suggestions for Engagement
• Earn their trust by providing Value
• Allow for individualism and customization
• Embrace technology at every turn
• Seek their insight, opinions and collaboration
• “Humanize” Management and Authority
• Highlight Work AND Play of Association
• Design online collaboration platforms
• Highlight/Praise at every opportunity PUBLIC
Earning Trust through Value
Allow for Individualism
Embrace Technology Everywhere
Seek Insight, Opinions &
Collaboration
Humanize Management and
Authority
Highlight Work and Play
Highlight Praise Publically
Knowing your audience…
Facebook members by age

Statistics available at
http://fastwonderblog.com/2009/04/27/social-media-user
Twitter members by age

Statistics available at
http://fastwonderblog.com/2009/04/27/social-media-user
But those aren’t the kickers…
In 2008 YouTube became the #2
Search Engine below Google

*See additional page for all

YouTube Statistical References
 YouTube Statistics
• #4 Largest Site on the Internet
• #1 Largest video site on the web
• 300MM Worldwide Visitors a Month
• 100 Million Visitors per Month
• 5 Billion Video Streams Every month – 40% of all
videos online
• (Do the Math – 5 Billion / 300 million worldwide
visitors = 17 streams a month per person)
• 15 Hours of video uploaded every minute

*See additional page for all

YouTube Statistical References
The YouTube Effect
YouTube User Demographics
Why is your target audience on
YouTube?
Your younger consumers, agents
and membership are going to
YouTube.

Are YOU there?

 How to Use YouTube
• Informational on upcoming events/news
• Feedback for events and testimonials
• Guides on how to…
• Screencasts of speakers/events
• Membership profiles
• Social Responsibility highlights
Thank you
Special thanks to:
Peter Kim (www.beingpeterkim.com)
David Armano (www.darmano.typepad.com)
Todd Carpenter (twitter @tcar)

Matthew Dollinger
@properties
Performance Coach
773.354.9681
mattdollinger@atproperties.com
www.TheYouFactor.com
 YouTube Research Sources
• Digital Ethnography
– http://ksudigg.wetpaint.com/page/YouTube+Statistics
• Mashable – (2 references)
– http://mashable.com/2008/12/09/youtube-comscore-stats/
– http://mashable.com/2009/05/20/online-video-growth/
• Comscore
– http://www.comscore.com/Press_Events/Press_Releases/2008/03

• Quantcast.com
– http://www.quantcast.com/youtube.com
• Nielsen Wire
– http://blog.nielsen.com/nielsenwire/nielsen-news/americans-watch
 Resources
• Blog – www.TheYouFactor.com
• Video –
www.wellcomemat.com/mattdollinger
• Presentations –
www.TheYouFactor.com/learn
• Twitter - @mattdollinger
• Web Sites –
www.Scribd.com/mattdollinger