Post on 06-Aug-2015
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The Anthologist
Thursday 25 June 2015
CAN WE STILL GET THEIR ATTENTION?
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Director, GTI
Simon Rogers
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Thursday 5 March
Is it time to make a more meaningful connection?
Thursday 30 April
Gen Z effect
Thursday 25 June
Can we still get their attention?
Thursday 17 September
Challenges when onboarding Millennials
Thursday 26 November
Conclusive research
2015 dates
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We want to hear from you via twitter
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How do we calculate our index?We ask students two questions:
1. How long do you think it will take you to find your first graduate job?
2. How many applications do you think you’ll have to make?
We then use their answers to produce our Confidence Index scores.
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The overall confidence of the UK’s students
100
The Confidence Index scale:
What does an ‘average’ confidence score mean?
Number of job applications:
22Months to find employment:
5
120
160
80
40
AVERAGE confidence
More confident than average
“I’ll get a job in five minutes.”
Less confident than average
“Help.”
The average score
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UK students’ confidence: Quarter 3
Quarter 1 Quarter 2 Quarter 3
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Subject of study: confidence impact
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Job confidence and gender inequality: London
All of this data has been taken from our Quarter 3 findings.
We can cut the data in the Graduate Confidence Index by gender, ethnicity, location, social profile, subject of study, year of study, and university.
This quarter we’re studying the role that gender plays in job expectations in London, because we’ve identified an interesting pattern:
Score: 107 Score: 87 Score: 99 Score: 97MaleLondonEnglish student
FemaleLondonEnglish student
Male LondonFinalistPrivately educated
Female LondonFinalistPrivately educated
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Our sample includes:
provides our average confidence scoreThe trendence Graduate Barometer 2015
44,000+
27,04023,045
Our biggest sample ever:
And more...
DIVERSITY CUTS
126 Universities
Gender cuts:42% Male
58% Female
Social Profile:
Ethnicity:
State EducatedPrivately
Educated
White
AsianBlack/
African/
Caribbean
Law StudentsIT Students
Specialist editions:
First YearsPenultimate Years
FinalistsSUBJECT of study
Engineering Students
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TARGETjobs database
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TARGETcareers• Brand new web platform for
school leavers launching September 2015
• Showcasing employers, jobs and sectors of work as alternatives to university
• ALL undergraduate courses in the UK searchable online
• Database of 16 – 19 year olds that you can send an e mail to!
• Key partnerships with the UK’s leading schools careers bodies and charities
• New portfolio of supporting school leaver publications
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The Guardian UK 300
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Today’s agenda
CAN WE STILL GET THEIR ATTENTION?
Welcome
Simon Rogers
The economic forecast
Declan Curry, Broadcaster, Business & Economics journalist
How marketing careers to young people is changing
Stephen Isherwood, CEO, AGR
Communicate with people, not channels
Mark Taylor, Managing Director – quickslvr at Havas helia
Life is a game
Ian Livingstone, Author and Entrepreneur
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Declan Curry, Broadcaster, Business & Economics journalist
THE ECONOMIC FORECAST
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GREECE
DEAL OR
NO DEAL ?
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PRODUCTIVITY
= how much time & money does it take to make something?
= higher wages & living standards
= more competitive jobs & businesses
= more profits & dividends
= more taxes (to curb national borrowing)
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PRODUCTIVITY
• UK less productive than most major rivals
• 6th out of the 7 major industrialised nations
• UK 16 percentage points below G7 average
• French workers make in 4 days; Brits take 5
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PRODUCTIVITY
• Productivity stagnated after Great Recession
• Firms hoarded staff; meant lower unemployment
• No recovery in productivity, even while new jobs created
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YEAR OF THE PAY RISE
• Average earnings: + 2.7%
(Excluding bonuses)
(Year to February-April 2015)
was: + 0.7% Feb-Apr 2014
• Highest annual growth since 2009• BUT: Public sector wages just + 1.0%
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PRICES FALLING
• Inflation: + 0.1% May 2015 y/y
- 0.1% April 2015
0.0% March 2015• Inflation + 1.5% in 2014• Fuel down 11% (*low oil price); food down 2%• … but with higher wages and low productivity, will
companies have to put up prices ??
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“JOBS MIRACLE” CONTINUES
• 31.05 million people in work Feb-Apr 2015
…. up 114,000 from previous 3-months
…. up 424,000 in a year
• Employment rate: 73.4%, up 0.1% qtr• FULL-TIME workers: 22.74m, + 103,000• PART-TIME workers: 8.31m, + 10,000
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UNEMPLOYMENT FALLING
• 1.81 million people unemployed Feb-Apr 2015
… down 43,000 from previous 3-months
… down 349,000 in a year
• Unemployment rate: 5.5%, down 0.1% qtr• 740,000 young people unemployed; rate=16.1%• 574,000 long–term unemployed, down 9.5%
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NO EXPORT-LED RECOVERY
• We buy (imports): £542 billion 2014• We sell (exports): £507 billion 2014• Trade deficit: £ 35 billion 2014
Sell more services than we buy:
£ 86 bn *surplus*
Buy more goods than we sell:
£121 bn *deficit*
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GROWTH
• GDP growth: + 0.3% Q1 2015
was: + 0.6% Q4 2014
• GDP rose by 2.8% in 2014, highest since 2007• Economy now 4% bigger than before crash
….. but 1% smaller per person, so we feel poorer
…. (population is larger now than before crash)
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GROWTH BY SECTOR
• Manufacturing: + 0.1% Q1 2015
NB: Big fall in oil & gas production (*low oil price)
• Services: + 0.4% Q1 2015
(80% of economy)• Construction: - 1.1% Q1 2015
was: - 2.2% Q4 2014
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INTERNATIONAL GROWTH
IMF FORECASTS FOR 2015• UK: + 2.7%• USA: + 3.1%• Germany: + 1.6%• EUROZONE: + 1.5%• France: + 1.2%• Japan: + 1.0%
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INTERNATIONAL GROWTH
IMF FORECASTS FOR 2015• UK: + 2.7%
• China: + 6.8%
NB: low for China – political instability to follow? • India: (Overtakes China!) + 7.5%• Brazil: (*SHRINKING*) - 1.0%
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GOVERNMENT BORROWING
• Deficit (new borrowing) cut by 9% in 2014/15
… but still adds to accumulated debt – still rising
• Deficit: £ 89 bn 2014/15
was: £ 98 bn 2013/14
was: £154 bn 2009/10• National debt: £1,486 bn 2014/15
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PERSONAL BORROWING
• Rising again ….
… 146% of household disposable income Q4 ’14
…. was 144% Q4 ’13
…. Was 169% at peak in Q1 2008
• Insolvencies down 19% y/y England & Wales
… 20,826 Q1 2015, lowest since Q4 2005.
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HOUSING MARKET
• House prices (ONS): + 5.5% Apr, y/y
• Mortgage approvals: 68,076 Apr
(BoE) … up 8% in a year
• House building starts: 40,300 Q1 2015
(DCLG) well up from low, only half what’s needed
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RETAIL SALES
• Value of retail sales: + 1.4% (Mar-May y/y)
NB: Note impact of lower food prices:• Food: + 0.3% (Mar-May y/y)• Non-food: + 4.1% (Mar-May y/y)
Online shopping 12% of all non-food spending• Weekly Internet sales: £801m May 2015
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MARKETS
• FTSE 100: 6,680 (17 Jun)
new peak 7,103 in May; prev 6,930 on Dec 1999• Oil: $63.6 /bbl (17 Jun)
… Brent Crude down 44% in a year• Gold: $1,178 /oz (17 Jun)• Pound = $1.56 (1 Jun), down 8% a year• Pound = €1.40 (1 Jun), up 13% a year
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CONFIDENCE SURVEYS
Give a hint of what might be ahead ….
• CBI: Manufacturers more optimistic again
… 2%point gain from April to May
… but still less cheerful than a year ago (17 pp)
• GfK: Consumer confidence highest in 13 years
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Stephen Isherwood, CEO, AGR
HOW MARKETING CAREERS TO YOUNG PEOPLE IS CHANGING
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Memory lane
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Job postings
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When you had to write clearly
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Did you graduate in the last 2yrs?
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Data?
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“Today, advertising campaigns
are so targeted
that they
are often not seen
by the general public”
Maurice Levy, CEO, Publicis
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Talent spotters
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Big data
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Mark Taylor
Managing Director, Havas quickslvr
COMMUNICATE WITH PEOPLE, NOT CHANNELS
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Meaningful Brands®
Measuring the potential business benefits gained by a brand when it is seen to improve our wellbeing and quality of life.
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Meaningful brands deliver.
• Deliver 100% more KPI outcomes
• Outperform the stock market by 133%
• On average gain 46% more share of wallet
Source: 2015 Havas http://www.meaningful-brands.com/
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If meaningfulness is so crucial, how do you allow your businesses to do what they are currently unable to do effectively: fully understand your audience; who they are, what they do across channels and in what context, in any given moment?
Copyright 2015 Havas helia
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It requires a fresh approach in order to create joined up, meaningful customer experiences
Copyright 2015 Havas helia
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• What can be learned about anonymous visitors to your website beyond the activity tracked on site?
• Do you already have a relationship?
• Can we use other data points to inform experiences that make sense?
Copyright 2015 Havas helia
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Why we need profile-optimised experiences
Source: Forrester September 2012 “The Always Addressable Customer”
• Explosion of channels• Multi-device consumers• Right-time analytics• Experience-based analyticsMultiple devices
Own and personally
use at least three connected
devices
Frequent access
Go online multiple times a
day
Multiple locations
Go online from
multiple physical
locations, including at least one on
the go
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The current way businesses manage experiences to people
Forrester: “No single vendor provides a complete online marketing suite”.
As a result, every client has their own “Frankenstein Monster”.
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The current ways that people engage with businesses
Copyright 2015 Havas helia
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Which is why they can’t easily recognise their customers
Copyright 2015 Havas helia
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How do we use data across all available touch points to treat each person differently?
Copyright 2015 Havas helia
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Creating an accurate real-time view of a person’s interactions with a brand over time, in one place…
Copyright 2015 Havas helia
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...to which we can add data we already have so that we can recognise that they are someone we know
Copyright 2015 Havas helia
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Using the real-time techniques, enable your teams to deliver impactful experiences to real people.
Copyright 2015 Havas helia
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Users perspective
Copyright 2015 Havas helia
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Users perspective
Copyright 2015 Havas helia
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Users perspective
Copyright 2015 Havas helia
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Users perspective
Copyright 2015 Havas helia
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Users perspective
Copyright 2015 Havas helia
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How do we classify and treat audiences differently?
Copyright 2015 Havas helia
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Key questions that can be addressed
• How do we better use data we already have?
• How do we classify people by behaviour?
• What are the key drivers?
• How do we address and engage these groups?
• What marketing activities will meet our goals?
• What marketing vehicles will manage these activities?
Copyright 2015 Havas helia
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Engaging youth in Fan Relationship Marketing (FRM)
Enhanced retail
Stadium experiences
Connected engagement
Copyright 2015 Havas helia
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• Meaningful re-engagement strategy
• Behavioural segmentation to trigger meaningful experiences
• Real time targeting
• Enable Look alike modelling
Copyright 2015 Havas helia
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Mark Taylor
Managing Director, Havas quickslvr
Questions?
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Ian Livingstone CBE, Author & Entrepreneur
LIFE IS A GAME
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Next event
Thursday 17 September