Iowa Museum Association Keynote Address - Leading Through Social Innovation
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Leading Through (Social) Innova5on Leading Through Innova5on Iowa Museum Associa5on Iowa City, Iowa Colleen Dilenschneider IMPACTS Research & Development 22 October 2012
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Transcript of Iowa Museum Association Keynote Address - Leading Through Social Innovation
Leading Through (Social) Innova5on
Leading Through Innova5on Iowa Museum Associa5on
Iowa City, Iowa
Colleen Dilenschneider
IMPACTS Research & Development 22 October 2012
Who am I?
• I work as the Senior Director for Digital Marke5ng & Communica5ons at IMPACTS Research & Development
• I work with zoos, aquariums and museums such as:
• I believe in strengthening museums through data and informa5on-‐share so that they are beQer able to meet both boQom lines (financial solvency and mission execu5on)
• Monterey Bay Aquarium • Carnegie Science Center • Shedd Aquarium • European Union Cultural Consor5um
• Wildlife Conserva5on Society • Na5onal Aquarium • Exploratorium • California Academy of Sciences
But mostly I’m an “ambassador for my species”
“Innova5on – the heart of the knowledge economy – is fundamentally social” – Malcolm Gladwell
1. The Millennials are here New genera5on 2. We’ve all gone social… online New technologies 3. Selling your admission New rules (to old games)
1. The Millennials are here (and there are a lot of them… er… us.)
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 • Tradi5onalists 1925 – 1944
• Characterized as: • Entreprenuerial • Public service mo5vated • Connected and protected
• Tech-‐savvy • En5tled and “over-‐educated” • Community-‐oriented
• Difficulty with tradi5onal hierarchy
How are they different?
• How they stack up against GeneraCon X and Baby Boomers? • Meaningful work as “workplace reward” (vs. freedom or 5tle) • Had helicopter parents (vs. distant or controlling) • Crave community (vs. independence or aQack oppression)
• Compared to other generaCons, Millennials are the most: • Educated • Underemployed • Op5mis5c • Plugged-‐in • Nonreligious • Democra5c • Diverse
Genera5on Y is connected and social
33% of Millennials more likely to buy product if it has a Facebook page compared to 17% of non-‐Millennials (Boston Consul5ng Group)
43% of 18-‐24 year-‐olds say that tex5ng is just as meaningful as an actual conversa5on with someone over the phone (eMarketer)
41% of Millennials have made a purchase using their smartphone (Edelman Digital)
74% of Millennials believe that technology makes life easier (Pew Research)
50 = median number of text messages Millennials send every day (Pew Research)
Why should organiza5ons care?
• Millennials represent the single largest genera5on in human history
• There are more Millennials in the U.S than any other age group
• Millennials will have the largest buying power in the United States by 2017
• Millennials represent the first-‐ever genera5on that will run our country for at least 40 years straight
• Aner 2016, Millennials will largely determine the outcomes of the following six presiden5al elec5ons and the public policy priori5es that will affect museums
2. We’ve all gone social… online (and museums have, too)
• Social media accounts for nearly 1 /4 of total 5me spent on the Internet
• 40% access through mobile phones • Nearly 4/5 web users visit social media
sites/blogs • Facebook has 1 billion users, 600
million mobile users, 42 million pages, 9 million apps
• It’s not just young people. 26% of web users age 65+ use social media sites
• 70% ac5ve online adults that use social network sites shop online, 12% more likely to buy than the average adult Internet user
* Sources: Neilsen Social Media Report. Q3 2011, Facebook, Inc. Amendment No. 4 to Form S-‐1 Registra5on Statement
Your audience is online
What influences the visita5on decision-‐making process? Discre5onary decision-‐making u5lity model
Diffusion of Messaging
“Q” -‐ the coefficient of imita5on -‐ has a value 12.85x greater than that of “P”-‐ the coefficient of innova5on. This is cri5cally important to understand as there is no amount of adver5sing or other forms of “P” that will overcome a deficiency of earned media (i.e.-‐ “Q”)
Public sources of informa5on Reach: Via what channels do people acquire informa7on?
443.2
287.6
233.8
157.2
108.4 111.6 109.6
76.2 74.3
54.5
12.3 9.8 8.7
495.9
403.5
237.0
120.6
179.6
148.7
109.1
71.3 69.6
50.3
9.4 9.5 8.8
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail Other print Other (miscellaneous)
Jun 2011 Mar 2012
INDEX VALUE
Public sources of informa5on Trust: How credible are the respec7ve informa7on channels?
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
29.6
48.7 44.1
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail Other print Other (miscellaneous)
Jun 2011 Mar 2012
INDEX VALUE
Public sources of informa5on Amplifica7on: What is the re-‐distribu7on poten7al of the respec7ve informa7on channels?
98.7
186.0
91.2
177.4
89.4 99.7
31.3
12.8 19.4
55.8
24.3 9.4 10.3
99.2
235.5
92.7
175.8
92.0 101.8
29.6 13.4 19.1
64.8
22.7 9.2 9.6
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail Other print Other (miscellaneous)
Jun 2011 Mar 2012
INDEX VALUE
Public sources of informa5on Overall Value: What are the weighted, rela7ve values of the respec7ve informa7on channels?
269.0 274.4 282.3
239.2
53.9
101.5
22.5 6.3
16.2 33.8
0.6 0.2 0.2
269.7
409.3
224.6
146.6
76.5
114.9
13.0 4.8 11.6
28.7
0.2 0.2 0.1
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail Other print Other (miscellaneous)
Jun 2011 Mar 2012
INDEX VALUE
1. Selling your admission (the new rules of an old game)
“As a visitor or cons5tuent, I only care about my own experience with the museum.
Members of Genera5on Y value public service,
social good, and connec5vity to a cause or organiza5on.
“What is the primary benefit of membership?” Based on IMPACTS data for a large VSO that supports conserva5on
AGE 13 – 34 (lexical analysis, top five by descending frequency) 1. Free Admission 2. Belonging to the organiza5on 3. Suppor5ng the organiza5on 4. Suppor5ng conserva5on 5. Making a posi5ve impact on the environment
AGE 35+ (lexical analysis, top five by descending frequency) 1. Free Admission 2. Priority Access 3. Members-‐only func5ons 4. Advance no5ce of upcoming ac5vi5es 5. Member discounts
“We trust nonprofits more than big companies because they do the most “social good.”
We are increasingly sector agnos5c; any sector can carry out and promote social responsibility.
Now I support brands that align with my values.
74% of Millennials are more likely to pay aQen5on 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
Millennials are public service mo5vated This genera5on will onen chose social responsibility regardless of sector
“I am a member of the service economy”
I am a member of the experience economy
What you can you do: • Create mul5channel
interac5ons • Personalize experience by
knowing your audience
Millennials are members of the “Experience Economy”
73% of Millennials will leave aner one bad experience; 85% will tell others about poor experiences (Convergy’s Customer Management)
Sa5sfac5on does not equal loyalty
Millennials want personalized customer service or intelligent self-‐service
Providing “transforma5ve experiences” is important This aligns strongly with accessibility and strong customer service
“What I see at the museum is most important”
Who I am with at the museum is most important
The best thing about a visit to a zoo, aquarium, or museum
Have ques5ons, ideas, or resources? Please contact me!
Know Your Own Bone colleendilen.com
@cdilly twiQer.com/cdilly
facebook.com/colleendilen
linkedin.com/in/ colleendilenschneider
cdilenschneider@ impactsresearch.com
pinterest.com/colleendilen
