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ConnectVA 2013 Social Media for Nonprofits Conference keynote address by Matt Thornhill, Boomer Project on Generations Matter: How to Navigate Generational Differences and Similarities to Make Social Media Work for Your Organization.
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12/6/13
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How to Navigate Generational Differences and Similarities
to Make Social Media Work for Your Organization
December 6, 2013
2013 SOCIAL MEDIA FOR NONPROFITS CONFERENCE
SCHEDULE9:30am - 10:30am: Optional Basics & Refresher Clinic
(Teleconference Room)
10:00am - 10:30am: Registration & Networking (Atrium)
10:30am - 10:45am: Welcome & ConnectVA
Celebration (Atrium)
10:55am - 11:40am | Breakout One
Enchanting Your Audience (Studio A)
Storytelling with Tumblr (Teleconference Room)
11:50am - 12:45pm: Generations Matter, Keynote,
and Lunch (Studio A)
12:55pm - 1:40pm | Breakout Two
Dealing with Non-Believers and Slow Adopters
(Studio A)
Managing Your Rich Media Content
(Teleconference Room)
1:50pm - 2:50pm: Intergenerational Panel (Studio A)
2:45pm - 3:00pm: Closing (Studio A)
ENGAGING YOUR AUDIENCE: FROM BOOMERS TO MILLENNIALS (AND BEYOND)
KEYNOTE PRESENTATIONGenerations Matter: How to Navigate Generational Differences and Similarities to Make Social Media Work for Your Organization Matt Thornhill, Founder & President, Boomer Project
Gain a deeper understanding and appreciation of
generational mindsets. Leave with social media strategies
that cut across all generations.
CONNECTVA: A VIRTUAL NONPROFIT AND CIVIC HUB@Connect_VA | #connectva
Working to strengthen the community and region by providing resources,
tools and information that empower individuals and advance organizations.
WWW.CONNECTVA.ORG
@GensMatter
1909-‐28 1929-‐45 1946-‐64 1965-‐82 1983-‐01
58,000,000
44,000,000
76,000,000
62,000,000
80,000,000
Greatest Silent Boomer Gen X Millennial
95 76 58 40 21
Born in the U.S.A
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1909-‐28 1929-‐45 1946-‐64 1965-‐82 1983-‐01
10,000,000
28,000,000
76,000,000 75,000,000 81,000,000
Greatest Silent Boomer Gen X Millennial
95 76 58 40 21
Current U.S. Census Data
Generational Values Personal Grati<ication
Entitlement Control
Work Ethic No to Status Quo
Optimism
DeAining Events Birth of TV Prosperity Cold War
Political Assassinations Watergate Rock ‘n Roll
Growth of Suburbia Women’s Lib Civil Rights Vietnam
Culture’s Impact: Boomers
Driven Transformational “Self” Centered
Risk-‐takers Skeptical
Independent Task-‐driven
Generational Values Technosavvy Think Globally Self-‐reliance Diversity Pragmatic
Culture’s Impact: Gen X
DeAining Events Watergate
Single parents Latchkey kids
MTV AIDs
Computers Challenger Downsizing Berlin Wall
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Co-dependent Purposeful Ambitious
Generational Values Confidence plus
Civic duty Achievement
Hyper connected Multi-tasking on steroids
Fearless
Defining Events Internet/Social Media
School violence Over-involved parenting
Multi-culturalism 9/11
Gulf War(s) “Fame-ification” Great Recession Technology ++
Culture’s Impact: Millennials
Outlook
Work Ethic
View of Money
View of Leadership
Medium
Optimistic
Driven
Spenders
Pay your dues
Work is Life TV
Self-‐centered
Skeptical
Free Agent
Debtors
Competence
Work to Live
Computer
Self-‐reliant
ConAident
Goals
Savers
Egalitarian
Integrated
Mobile
Collective Self Orientation
BOOMERS GEN X MILLENNIALS
Work/Life Balance
© 2013 GenerationsMatter
Generational Mindsets Differ
BOOMERS:
Legacy/Mentor
! Lasting impact, beyond immediate solutions
! Help develop future generation of community/business leaders
! Looking for “significance” more so than “success”
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GEN XERS:
Tasks/Outcomes
! Deploy as “get it done” problem solvers
! Goal is to create a better quality of life for now
! Want to “become someone” through output/results
MILLENNIALS:
Collaborate/Compromise
! Eager to contribute and make an impact
! All about fairness, equality
! Believe anything is possible if we work together, not alone
themillennialimpact.com
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CONNECTING
" Mobile " Email " Social Media " Website " Social Sharing
CONNECTING " Mobile
" 83 percent have smartphones " 76 percent say top “pet peeve” are
non-mobile-friendly sites
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CONNECTING " Mobile
" Enable more impulsivity " Think mobile-first
CONNECTING " Social Media
" 49 percent actively follow one to five nonprofits on social media
" 60 percent liked it most when nonprofits shared success stories
CONNECTING " Social Media
" Don’t prioritize fundraising over story-telling, that reduces sharing opportunities
" Petition and pledge-signing are quick, easy forms of advocacy
" Be authentic, offer variety – go beyond retweets and scheduled updates
" Hone and relate your content to the greater cause, not just your specific organization
" Think content from their perspective – stories and photos are tops
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CONNECTING " Social Media
CONNECTING " Email
" 65 percent get emails from one to five nonprofits
CONNECTING " Email
" Inspire action, communicate outcomes
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CONNECTING " Websites
" Serves as the launch point
“Explain more succinctly what it is exactly that you do”
CONNECTING " Websites
" Make the basics stand out " Make it easy to donate!
CONNECTING " Social Sharing
" 75 percent like, retweet or share content on social media – sharing is caring
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INVOLVING
INVOLVING
2013 CONTINUUM
“If they have ways to further develop a career, that makes
them even better in my book.”
" 84 percent gave via a website " Only 11 percent gave over the phone
GIVING
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“It’s about being part of some-thing, not feel-ing sorry for someone.”
GIVING
GIVING
Our Core Belief:
Organizations win when they apply
generational dynamics to today’s workplace and marketplace
