engaging generation y smartees seminar 2012 (ghent-be)

Engaging Generation Y

Smartees Seminar

This is the full slidedeck of our „Engaging

Generation Y‟ Smartees Sebinar. The

main focus is on how to engage with the

most marketing savvy generation

ever, Generation Y. The main theme is

elaborated, followed by some interesting

case studies of Carlsberg and Belfius

Insurance.

Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium

I have a passion for media, politics, music & movies.

I am happily married, a proud dad, a mediocre

soccerplayer and a great facebookfriend

I am often described as „an opinion on 2 legs‟

I love my job because I‟m fascinated by the question

“why do people do what they do?”

hakim@insites-consulting.com

@hakimzemni

be.linkedin.com/in/hakimzemni

# insites

# mrx

GEN Y Conversation starters

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

• When I was 15 my mom used to say…

• The first time I was drunk I …

• When I was 15 I wanted to become a…

• At age 18 my main hobby was…

#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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Page 40

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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

Page 48

Exclusive experiences

Exclusive access

Tier 3

Tier 2

Tier 1

Exclusive content

And enable constant social content and conversation

Page 49 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

Page 50

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

New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com

Cocoon Start Insurance pack FOR and (co-)created BY Gen Y

THE CHALLENGE

Aging client portfolio

Need to re-juvenate

1 in 2 enters via car insurance

New Gen Y strategy

2008 financial crisis

Focus on key moments

Limited marketing budget

True partnership

Listening

Immersion

Co-creation

Nov 2011

‘Nestleavers’ survey

Feb 2012

Immersion community

May 2012

Co-creation community

Sept 2012

PR study press conference

Oct.2012

Brand tracking

THE STARTING POINT

Nov 2011

‘Nestleavers’ survey

Feb 2012

Immersion community

May 2012

Co-creation community

Sept 2012

PR study press conference

Oct 2012

Brand tracking

The big Nestleavers survey

Gamified

Alternative recruitment

Participant happiness

Lower perceived LOI

Less drop-out

Lower perceived LOI Data Quality

Gen Y loved it! Ik vind dit één van de most interesting survery die ik al heb

meegedaan. Er wordt wel wat informatie gevraagd zodat je eens

stil staat bij jezelf en je kennis van één van de meest voor de

hand liggende dingen waar jongeren niet altijd bij stil staan. Door

deze factoren allemaal ben ik me I started to look up

information during the survey over sommige punten.

Strong move naar jongeren

toe, dit was necessary, DVV

verzekeringen kwam bij mij

had no fancy image, voor

zover dit kan voor een

verzekerings-maatschappij

Good idea, het is volgens mij

belangrijk om to get closer with

the customer om hem/haar beter

te kunnen helpen. En daarvoor is

er geen betere methode dan de

klant zelf te laten aangeven wat hij

al heeft, nog wil en verwacht.

Nice initiative, on the condition that DVV takes this

forward to the next level.Het mag geen verkooptruc zijn. Ik

zou het liefst hebben dat er onafhankelijk van de verschillende

verzekeringsorganisaties info wordt gegeven aan de jongeren.

Alle jongeren tussen 21 (of 18) en 25 worden hierover te

weinig geïnformeerd. En zeker diegene die weinig of geen

economische schoolse achtergrond hebben.

Is ignorant

Gen Y

Is ignorant

87%

Too complex

Insurances are…

Too distant

Too expensive

THE DEEP DIVE

Nov 2011

‘Nestleavers’ survey

Feb 2012

Immersion community

May 2012

Co-creation community

Sept 2012

PR study press conference

Oct 2012 Brand tracking

2 languages2418

3 weeks

2 languages

2481 posts

92 Gen Y’s

Knowledge & experience

Week 1

DVV

Gn Gen Y is disconnected

Too complex

Not transparent

No trust

Need for understanding Gen Y

Chunked info

Solid image to build on

DVV has…

But… no USP!

Information

Week 2

Communication

G Good communication =

Humour

Smart

Recognizable

Recognizable No overpromising

Not vague

G Save what you can!

Laptop

Cell phone

Wallet

Clothes

Recognizable Emotional things

New ideas

Week 3

G Connecting the dots

USP

Simplicity

Show understanding

Brandverzekering

Verzekering van je inboedel

Familiale verzekering

Diefstalverzekering

‘Home emergency’

Verzekering voor je computer

Geschillen met je verhuurder

Verzekering helpers bij verhuis

Maandelijkse premie 25€

Cocoon Start

Simple

Relevant

Affordable

THE GO-TO-MARKET

Nov 2011

‘Nestleavers’ survey

Feb 2012

Immersion community

May 2012

Co-creation community

Sept 2012

PR study press conference

Oct 2012

Brand tracking

Re-activation

Nestverlaters community

1 week

42 Gen Y ‘s

Co-creation

3 Routes

500+ posts

Luckily we don’t

Too demeaning

This isn’t us!

have to live together…

3 Interventions

Not relevant

Nice to have

99

SHIT!

AHA erlebnis!

Funny twist

Clear link with insurances

THE PRESS CONFERENCE

Nov 2011

‘Nestleavers’ survey

Feb 2012

Immersion community

May 2012

Co-creation community

Sept 2012

PR study press conference

Oct 2012 Brand tracking

Gen Y curses a lot…

PR study: ‘Cursing’

101

102

102

102

Because of own clumsiness

PR study: ‘Cursing’

@ home !

Community members

103

@ Press Conference

NEWS FLASH !

104

Participant experience

105

THE IMPACT

Nov 2011

‘Nestleavers’ survey

Feb 2012

Immersion community

May 2012

Co-creation community

Sept 2012

PR study press conference

Oct 2012 Brand tracking

107

Total Nestverlaters HO & YP

Reliable 24% 30% 35%

Serious 22% 19% 28%

Has a w ide range of insurance products 20% 26% 28%

Traditional / conservative 20% 13% 25%

Listens to its customers 18% 25% 30%

Sympathetical 17% 25% 28%

Expensive 16% 23% 13%

Addresses people in understandable language 15% 21% 21%

Positive attitude 15% 21% 25%

Responds to the customer's personal situation 15% 23% 18%

Cold / distant 14% 17% 11%

Regularly informs his customers 14% 19% 21%

Alert / quickly reacts (to questions, problems, ... 13% 11% 18%

Enthusiastic 12% 23% 23%

Good value for money 12% 15% 21%

Is often talked about 12% 19% 21%

Know s his customers thoroughly 11% 13% 18%

Transparent / open 11% 15% 15%

Dynamic 10% 17% 17%

Forw ard-looking 10% 19% 14%

Gives room to actively think along 10% 15% 11%

Innovating 10% 23% 14%

Original 10% 19% 13%

Takes aw ay your w orries 10% 13% 11%

Creative 8% 19% 14%

107

50% increase TOM

Total Nestleavers

Positive impact on brand image

108

108

Lead generation

Website visit: + 200%

New Business: + 30%

Gen Y 290K views DVV

Bannering: +150K click through

60% no connection with DVV before

No cannibalisation

WRAP-UP

110

110

110

Engaging Gen Y for research…

Why would these people participate in research?

Boo-ring!

ONE-WAY TRAFFIC SURVEYS?

#1 Be relevant

Engaging Gen Y for research…

#2 Be where they are

#3 Engage

They want to

COLLABORATE

3 month community

150 consumers, of which 100 Gen Y

Intensive immersion in Sara Lee’s

coffee brands and the world of

coffee

• Coffee tastings

• Supermarket safari

• Mood board exercises

• Grouping exercises

• Communication Co-creation

• …

As marketers

3 week community

100 players/club owners/trainers

Reshaping competition for young

players (6 to 16 year olds)

As innovators

The process of using game thinking and game mechanics to solve problems and engage users

Gamification

Background

#1 Non linearity

#MktAlumni

#2 Instantly share results

#MktAlumni

#3 Feedback at the end

#MktAlumni

Gamification in surveys leads to a better user

experience!

Average satisfaction

7,0

All of the below:

7,9

Instant share results (7,4)

Type feedback @ end (7,6)

Non linearity (7,7)

Explore

128

… it works!

Collaboration

Research solutions to connect with Gen Y

Touchpoints

Gamification

Questions? Remarks?

Feedback?

Stay tuned! (http://smartees.insites-consulting.com/smartees/)

Drinks & fingerfood!