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Presentation for the Aquarium Directors Session at the AZA 2012 Annual Conference - Online engagement and driving visitation
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The Importance of Online Engagement in Building Connections & Inspiring Visitation
AZA Directors Session
Colleen DilenschneiderIMPACTS Research & Development
10 September 2012
What influences the visitation decision-making process? Discretionary decision-making utility model
Diffusion of Messaging
“Q” - the coefficient of imitation - has a value 12.85x greater than that of “P”- the coefficient of innovation. This is critically important to understand as there is no amount of advertising or other forms of “P” that will overcome a deficiency of earned media (i.e.- “Q”)
Public sources of informationReach: Via what channels do people acquire information?
Web
Socia
l med
iaW
OMEm
ail
Mobile w
eb
Peer rev
iew w
eb
Televis
ion
Radio - s
atellit
e and te
rrestr
ial
Newsp
aper -
Periodica
ls and m
agazi
nes - p
rint
Direct m
ail
Other
Other
(misc
ellan
eous)
0
100
200
300
400
500
600
443.2
287.6
233.8
157.2
108.4 111.6 109.6
76.2 74.354.5
12.3 9.8 8.7
495.9
403.5
237.0
120.6
179.6
148.7
109.1
71.3 69.650.3
9.4 9.5 8.8
Jun 2011 Mar 2012
INDEX VALUE
Public sources of informationTrust: How credible are the respective information channels?
Web
Socia
l med
iaW
OMEm
ail
Mobile w
eb
Peer rev
iew w
eb
Televis
ion
Radio - s
atellit
e and te
rrestr
ial
Newsp
aper -
Periodica
ls and m
agazi
nes - p
rint
Direct m
ail
Other
Other
(misc
ellan
eous)
0
100
200
300
400
500
600
134.5
112.2
289.6
187.6
121.6
199.5
143.2 141.0
245.2 243.1
43.8 51.1 44.4
152.5
119.8
284.3
192.3
128.7
211.1
112.3
138.8
242.9 244.5
29.648.7 44.1
Jun 2011 Mar 2012
INDEX VALUE
Public sources of informationAmplification: What is the re-distribution potential of the respective information channels?
Web
Socia
l med
iaW
OMEm
ail
Mobile w
eb
Peer rev
iew w
eb
Televis
ion
Radio - s
atellit
e and te
rrestr
ial
Newsp
aper -
Periodica
ls and m
agazi
nes - p
rint
Direct m
ail
Other
Other
(misc
ellan
eous)
0
100
200
300
400
500
600
98.7
186.0
91.2
177.4
89.499.7
31.312.8 19.4
55.8
24.39.4 10.3
99.2
235.5
92.7
175.8
92.0101.8
29.613.4 19.1
64.8
22.79.2 9.6
Jun 2011 Mar 2012
INDEX VALUE
Public sources of informationOverall Value: What are the weighted, relative values of the respective information channels?
Web
Socia
l med
iaW
OMEm
ail
Mobile w
eb
Peer rev
iew w
eb
Televis
ion
Radio - s
atellit
e and te
rrestr
ial
Newsp
aper -
Periodica
ls and m
agazi
nes - p
rint
Direct m
ail
Other
Other
(misc
ellan
eous)
0
100
200
300
400
500
600
269.0 274.4 282.3
239.2
53.9
101.5
22.56.3
16.233.8
0.6 0.2 0.2
269.7
409.3
224.6
146.6
76.5
114.9
13.0 4.8 11.628.7
0.2 0.2 0.1
Jun 2011 Mar 2012
INDEX VALUE
Who are Millennials?
• There are currently nearly 90 million Millennials (born 1980 – 1994; “true” Millennials born 1981- 1989)
• Gen X: 1965 - 1979• Boomers: 1945 - 1964• Traditionalists 1925 - 1944
• Characterized as: • Entreprenuerial • Public service motivated• Connected and protected
• Tech-savvy• Entitled and “over-educated”• Community-oriented
• Difficulty with traditional hierarchy
• Millennials currently represent a $1 trillion+ market/year, comprise 27% of the US population, one-third of the workforce, and will surpass Boomer buying power by 2017
Tip #1) Sell your admission
74% of Millennials are more likely to pay attention to a company’s messages if the company has a deep commitment to a cause
Source: Cone Millennial Case Study
83% of Millennials will trust a company more if it is socially/environmentally responsible
66% will recommend products/services if the company is socially responsible
69% consider a company’s social and environmental commitment when deciding where to shop
89% are likely or very likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause
Tip #2) It’s about the experience
What you can you do:• Create multichannel
interactions • Personalize experience by
knowing your audience
Millennials are members of the “Experience Economy”
73% of Millennials will leave after one bad experience; 85% will tell others about poor experiences (Convergy’s Customer Management)
Satisfaction does not equal loyalty
Millennials want personalized customer service or intelligent self-service
Tip #3) Get to the point & do it quickly
A picture is worth a thousand words (movement to a “visual
web”)
Millennials have A.O.A.D.D. Always-on-attention-deficit-disorder
(coined by Pew Research)
Make it relevant and do it quickly to capture attention
More information than ever before; a lot to get through.
“Connected and distracted”
,
“Multitasking machines”
Tip #4) Be tech-friendly & get social
Using social technology is natural life occurrence to Millennials. They are connected and they grew up with it
50 = median number of text messages Millennials send every day (Pew Research)
24% of Millennials say that ‘Technology use’ is what most makes their generation unique (Pew Research) 74% of
Millennials believe that technology makes life easier (Pew Research)
54% think technology brings them closer to friends and family (Pew Research)
56% of Millennials think technology allows people to use their time more efficiently (Pew Research)
Tip #5) Let everyone be a curator
Remember: everyone on a Millennial soccer team was an MVP
Social media means business revolves around the
consumer
In large part due to social media and interconnectivity, Millennials have “Warholism.” Anyone can be famous.
Millennials value transparency, engagement, reputation and communicationl
Open Authority: allowing the public to contribute to your brand
For Gen Y, technology and connectivity rule
33% of Millennials more likely to buy product if it has a Facebook page compared to 17% of non-Millennials (Boston Consulting Group)
48% of Millennials say word-of-mouth influences their product purchases more than TV ads. Only 17% said a TV ad prompted them to buy (Intrepid Study)
43% of 18-24 year-olds say that texting is just as meaningful as an actual conversation with someone over the phone(eMarketer)
41% of Millennials have made a purchase using their smartphone (Edelman Digital)
27% = approximate decline in email usage among those ages 12-34 over the past year (ComScore Study)
Have questions, ideas, or resources?Please contact me!
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