Engaging Generation Y Smartees Seminar 2012 (Rotterdam-NL)

Engaging Generation Y

Smartees Seminar

This is the full slidedeck of our „Engaging

Generation Y‟ Smartees Sebinar in

Rotterdam. The main focus is on how to

engage with the most marketing savvy

generation ever, Generation Y. The

main theme is elaborated, followed by an

interesting case study of Randstad.

# insites

# mrx

GEN Y Conversation starters

• When I was a child I used to cry because of…

• When I was 16 my mom used to say…

• The first time I was drunk I …

• When I was 17 I wanted to become a…

• At age 18 my main hobby was…

14:10 Creating engaging brands

#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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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

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Exclusive experiences

Exclusive access

Tier 3

Tier 2

Tier 1

Exclusive content

And enable constant social content and conversation

Page 46 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

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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

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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

15:00 Coffee break

15:30 Randstad Student Community

New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com

Student Community Randstad Student: Engaging generation Y

Nice to meet you!

Karen Hoogendam, Senior Research Consultant

I‟m Karen 28 years old and Joined Insites Consulting

1 year ago, after working for Wageningen UR. I‟m

working in the Rotterdam office and my main focus is

qualitative research.

In my free time I spend a lot of times with friends, I

can be a total nerd when playing computer games

and love to travel and visit festivals.

[email protected]

http://be.linkedin.com/in/karenhoogendam

Nice to meet you!

Robin Keeris, marketing manager

I‟m Robin, 35 years old. I‟m marketing manager at

Randstad Netherlands. Last year I developed

Randstad Student together with a small team.

I‟m working in the head office in Diemen, and my

main focus is business development of new concepts.

Off work, I enjoy drinking a good glass of wine with

friends, going on trips, reading books and watching

the latest TV-series.

[email protected]

http://www.linkedin.com/in/robinkeeris

THE CHALLENGE

Randstad Student is born

Recruitment for the younger generation!

Robin, is er misschien een poster of aankondeging van de start van randstad

Student.

With a new positioning in the market

To deliver better solutions and services

(Re)connecting with & increasing relevance towards

Students

THE APPROACH

1. Immersion in the daily live of students

2. Student motivation & needs during

orientation

3. Optimise the proposition of Randstad

Student.

4. Generate a clear vision about how Randstad

can become (more) relevant for student.

Under the skin

, Stimulate

Empower

Why:

Community Research

Engage

community

Age 18- 24

Male and females

With different personalities

From different cities

HBO & WO

Living with their parents & living in a

student room

Your student life

Your study

Your school week

Your income

1

Study and Work

Your (current) part-time job

Your future full-time job

Orientation and applying for a job

2

Your opinion..

..of recruitment agencies

..of Randstad Student

..of the solicitation process

3

Let’s talk about…

.. Government regulations

.. Stress from social media

.. How to improve the community website ;)

4

THE OUTCOME

Today’s students

10 general trends

My study is my main focus

Everything else should be planned around this

“dit kwartaal is mijn rooster elke week

anders, het enige wat wel zeker is: tussen

7.45 en 9 sta ik op, ik ben tussen 13 en 17

klaar op school en tussen 23 en 1 ga ik

slapen. ” door Marten

1

Explore

The time is now

“Toen ik studie moest kiezen wist ik niet

wat ik later als beroep wou, dat ik voor tn

heb gekozen omdat je zoveel kanten op

kan. Natuurlijk ook omdat ik natuurkunde

interessant vind en aanleg voor heb.” door

Daniel Delft

2

Cultural capital

Content and skills are crucial

“Een baan die ik nooit zou willen is

vakkenvuller, dit werk zou ik niet uitdagend

genoeg vinden.” door Grimbo64

3

Perform under pressure

Achievements have to be accomplished now!

“Ik maak me misschien nog wel drukker

om het heden dan om het toekomst. Want

zoals @[tessaschrama] al zei, je moet nu

je tentamens halen, presteren dus.” door

Sinasappel

4

Technology is part of their live

.. but is a mean to a cause

“Tja, de mobiele telefoon. In mijn ogen een

van de meest overgewaardeerde

technologische snufjes van de afgelopen

jaren (naja het aspect dan wat je naast

bellen/smsen er tegenwoordig allemaal

mee kan).” Door Roaldvanb

5

Their brands

Don’t have to be student brands, but have to be recognized

“Rabobank: Zet zichzelf neer als een

rustige bank zonder fratsen. Ik

herken mezelf hierin.” Door

yuchuchu

6

They know the value of money

.. but have difficulty finding the balance

“Ik koop haast niks behalve mn studie

(alleen het hoogst nodige aan kleding),

toch 'maak ik verlies'. Baal ervan dat studie

zo duur is want ik moet nog lang.” Door

Melamini

7

Nothing is taken for granted

.. But if they work hard, they will reach their goals

“Echter is het volgens mij denkwijze niks

anders dan de gevolgen accepteren en je

best doen. Hoe kun je het probleem

omzeilen? hoe kunnen we het oplossen? Ik

zie kansen, opties en mogelijkheden of ga

er naar opzoek. Ik ben dus eerder

nieuwsgierig naar het verloop van het

heden en de toekomst en hoe kan ik met

de middelen die ik tot mijn beschikking heb

het optimale eruit halen?” Door Mootje

8

I believe in myself

Yes I can!

“Ik denk dat het vooral belangrijk is dat je

moet doen waar je goed in bent en wat je

leuk vindt; want dan volgt die leuke job ook

vanzelf. Als jij een enthousiaste specialist

bent kunnen ze niet om je heen!” door

Marit

9

They worry about their future

.. Not about the future

“Eerst dacht ik nooit na over de toekomst,

vooral omdat ik niet iets heb waarvan ik

denk dat wil ik echt doen later. Aangezien

ik nu al in m'n tweede jaar zit van mn

studie en ik al een stage moet gaan

regelen, zitten ze op school al vaak te

praten over later. Daar maak ik me dan wel

zorgen over. Ik heb nog helemaal niet het

gevoel dat ik al genoeg weet en kan om al

echt het bedrijfsleven in te gaan en

bedrijven te adviseren.” Door Kayla

10

But there is not 1 type of student

Different students are looking for different work environments

6 personalia

Work life balance

Suzanna

‘9 tot 5 is voor mij ideaal, maar ik zou niet fulltime willen werken. Het liefst 3 dagen

per week van 9 tot 5. ‘ “

The ‘career tiger’

Rodamo

“Wel vind ik dat de hoge cijfers wel heel makkelijk worden gegeven. Dit lijkt

natuurlijk heel chill, maar er is weinig eer aan te behalen als de helft dan de klas dit

heeft.” “ “

The ‘idealist’

Annia

‘Ik geloof veel hongersnoden voorkomen kunnen worden, simpelweg door goede

watersystemen aan te leggen en de grond zodanig te bewerken ‘

“

The ‘connector’

Chinco

‘Het lijkt me interessant om te werken op het snijvlak van business en ICT en

daarmee een brug te slaan tussen ‘klant en techniek?’

“

The ‘team worker’

Lille

‘Ik zou er niet aan moeten denken om een sollicitatiegesprek te moeten voeren via

Skype. Je mist dan de hele sfeer.’

“

‘spontaneous and flexible’

DaphneS

‘Natuurlijk wil ik zelfstandig kunnen werken, maar ik wil bij mijn eerste baan

ook juist veel leren. Dus geen project maar echt een baan voor minstens een

paar jaar. Een duidelijke functieomschrijving hoeft van mij niet persé, het lijkt me leuk als je juist heel

veel flexibiliteit hebt in je baan. Daardoor kun je ook meer leren.’

“

MOVING FORWARD

Ideation workshop

Our most important insight

Help students do it themselves!

New mission statement

More emphasis on personal growth and independence

Growth in practice Together with you, Randstad Student works on your personal growth by offering suitable work experience and advise in every phase of your studies. We offer options and assist you in making the right job choices. This offers you the opportunity to discover and further develop your talents. This way you create your own turbo entrance to the labour market.

New campaign ‘A nice moment for Randstad Student’

More activation, more clarity, more visuals

And further? We asked the students

Crowd sourcing platform

Crowd sourcing platform Initiated a crowdsourcing platform for students together with ABN AMRO Offering student to work their minds and share their ideas with companies Winning idea: • Competence based matching • Personalisation of Randstad Student

Working on added value

Expanding our career center, more relevant contact

Our BHAG:

The most relevant job agency for students

Let’s talk!

Karen Hoogendam

Senior Research Consultant, InSites Consulting

[email protected]

Robin Keeris

Marketing Manager, Randstad

[email protected]

http://www.linkedin.com/in/karenhoogenda

m

http://www.linkedin.com/in/robinkeeris

16:00 How to adapt to Generation Y?

Nice to meet you!

Martijn van Bijnen,

Sr. Research Manager

I am 32 years old, living in Tilburg (yeah, yeah I

know ). Working for over 6 years in the

industry, of which 3 years for InSites Consulting.

Passionate about getting consumers in

boardrooms, specific focus on supporting growth

of FMCG brands via further enhancing

consumer centric decision making.

Responsible for international accounts such as

PepsiCo, Red Bull, Leaf / Cloetta, Bavaria,

eBay and more

[email protected]

@mvbijnen

http://nl.linkedin.com/pub/martijn-van-

bijnen/14/80b/b04

OR place your photo here

Nice to meet you!

Martijn van Bijnen,

Sr. Research Manager

I am 32 years old, living in Tilburg (yeah, yeah I

know ). Working for over 6 years in the

industry, of which 3 years for InSites Consulting.

Passionate about getting consumers in

boardrooms, specific focus on supporting growth

of FMCG brands via further enhancing

consumer centric decision making.

Responsible for international accounts such as

PepsiCo, Red Bull, Leaf / Cloetta,

Orangina/Schweppes and more.

[email protected]

@mvbijnen

http://nl.linkedin.com/pub/martijn-van-

bijnen/14/80b/b04

OR place your photo here

A research community is a carefully

screened group of people, who are

joining an online closed platform and

having engaging interactions with all

parties involved (among themselves,

with the research agency and with all

relevant internal and external client

stakeholders).

MROC’s

• Bold

• Pragmatic

• Eclectic

Your voice

Be where they are !!

Alternative recruitment

//Template 1 • Tekst ①Be where they are = online

②Online can be mobile too

③Alternative recruitment channels needed

Research to Generation Y

• Screen shot mega grid

Challenges

Your 4th of July party

Upload 6 pictures of you drinking and or eating at the party. And describe your decision on what you are drinking or eating at that moment with as much detail as possible: - Why this food/drink? - Why this moment? How did/do you feel? - Why this brand? - What are your thoughts when eating/drinking? Good luck!

Example task Contextual surveys

You work in research buddy! Not in the game industry

Richer input !! // example posts from Cloetta Candy Community

Example posts candy community NL // Cloetta (Leaf)

Cloetta Candy community 4 countries, 3 weeks ……….. …….257 participants ……….. ……. wrote 8.875 posts …….. .. containing 621.137 words

More input !!

//Template 1 • Tekst ①Who said research can’t be fun?

②Challenges vs. questions

③But remember it’s a means to an end

Research to Generation Y

Ideation Tool

To match the iterative and non-linear

nature of idea generation, the Ideation

Tool allows participants to post

multiple ideas to the ideation

challenges. Participants can comment

to improve the idea, resulting in a

change of status, from mining to rough

diamond, polished diamond and

eventually a diamond ring…

• PepsiCo voorbeeld chat sessie

• Ideation tool

A new research paradigm: (Structural) collaboration: new role researchers

Researchers

Client

Consumers

Intermediate chat sessions !

//Template 1 • Tekst ①Focus on autonomy, mastery & purpose

②From respondents to participants

③The client is part of our team too!

Research to Generation Y

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.

16:30 Wrap-up and Q&A

17:00 Networking with food and drinks