USTA Preso (Lisa

The DoSomething.org Agency
@lisabboyd
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BUILDING CONNECTIONS
WITH MILLENNIALS
USTA Tennis Development Workshop
November 6, 2015
@lisabboyd
INTRO
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PART 1
PART 2
PART 3
PART 4
PART 5
@lisabboyd
Who is TMI?
Getting in the Mindset
Who are Millennials?
Internal Engagement
External Engagement
TABLE OF CONTENTS
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PART ONE
WHO WE ARE
@lisabboyd
WHO WE ARE
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TMI is a strategy agency built for clients that
want to activate young people and
make positive impact on the world.
@lisabboyd
WHO WE ARE
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We’re the consulting arm of DoSomething.org,
the largest global organization for
young people and social change.
@lisabboyd
WHO WE ARE
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4.3 MILLION
DoSomething.org members
@lisabboyd
WHO WE ARE
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2.6 MILLION
SMS subscribers
@lisabboyd
WHO WE ARE
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200+
Cause campaigns
live at any time
@lisabboyd
WHO WE ARE
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SELECT TMI CLIENTS
@lisabboyd
WHO WE ARE
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PART TWO
@lisabboyd
JEOPARDY
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Fill in the blank:
One out of ___ young people worldwide uses WhatsApp.
A.
B.
C.
D.
4
5
10
20
@lisabboyd
JEOPARDY
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A. 4
@lisabboyd
JEOPARDY
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What percentage of millennials see themselves as
environmentalists?
A.
B.
C.
D.
25%
32%
58%
77%
@lisabboyd
JEOPARDY
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B. 32%
@lisabboyd
JEOPARDY
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What percentage of word-of-mouth marketing happens
online (as opposed to person-to-person offline)?
A.
B.
C.
D.
7%
26%
63%
91%
@lisabboyd
JEOPARDY
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A. 7%
@lisabboyd
JEOPARDY
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Who is/are the most influential celeb(s) in the eyes of
young people?
A.
B.
C.
D.
Jay-Z & Beyonce
Ian & Anthony
Katy Perry
Jennifer Lawrence
@lisabboyd
JEOPARDY
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B. Ian & Anthony
@lisabboyd
JEOPARDY
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What percentage of millennials say they’ve switched to a
brand because it supported a cause they cared about?
A.
B.
C.
D.
37%
54%
71%
89%
@lisabboyd
JEOPARDY
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D. 89%
@lisabboyd
JEOPARDY
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What percent of millennials consider themselves to be
politically independent?
A.
B.
C.
D.
10%
25%
50%
75%
@lisabboyd
JEOPARDY
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C. 50%
@lisabboyd
JEOPARDY
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The average attention span of a millennial is 10 seconds.
True or False?
@lisabboyd
JEOPARDY
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False
It’s 8 seconds! Keep up!
@lisabboyd
JEOPARDY
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PART THREE
WHO ARE MILLENNIALS?
@lisabboyd
WHO ARE MILLENNIALS?
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@lisabboyd
WHO ARE MILLENNIALS?
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43% of millennials are
non-white.
@lisabboyd
WHO ARE MILLENNIALS?
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BURDENED, BUT
OPTIMISTIC
■ Millennials are the first in the modern era to have higher levels
of student loan debt, poverty and unemployment, and lower
levels of wealth and personal income than their two
immediate predecessor generations had at the same age.
■ Yet, they are extremely confident about their financial future.
■ More than eight-in-ten say they currently have enough
money to lead the lives they want or expect to in the future.
@lisabboyd
WHO WE ARE
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@lisabboyd
WHO ARE MILLENNIALS?
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@lisabboyd
WHO ARE MILLENNIALS?
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@lisabboyd
WHO ARE MILLENNIALS?
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PART THREE
THINKING INTERNALLY
@lisabboyd
ENGAGING MILLENNIALS
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Why does attracting
millennials to the
workplace matter?
@lisabboyd
INTERNAL ENGAGEMENT
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Millennials (~25% of the population) are
more numerous than Boomers.
@lisabboyd
INTERNAL ENGAGEMENT
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Their estimated $1.3 trillion in current
consumer spending is only expected to
increase as well.
@lisabboyd
INTERNAL ENGAGEMENT
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They inherently know what you need to do
to attract millennials—because they live and
breath that.
@lisabboyd
INTERNAL ENGAGEMENT
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What do millennials
want from their
workplaces?
@lisabboyd
INTERNAL ENGAGEMENT
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Baby Boomers
Gen X
● More work focused than
family focused
● Loyal to one job
● Like to communicate in
person
● Prioritizes working
efficiently over all else
● Healthy competition
between co-workers
motivates
● Prefer group projects to
individual projects
● Want to have a strong
voice in decision making
@lisabboyd
INTERNAL ENGAGEMENT
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WHAT MILLENNIALS
CARE ABOUT
1.
2.
3.
4.
5.
What the company specifically does, sells, or produces
The company’s work culture
The company’s involvement with causes
The company’s office environment
The company’s diversity & HR awards
@lisabboyd
INTERNAL ENGAGEMENT
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WHAT MILLENNIALS
WANT IN A JOB
1.
2.
3.
4.
5.
What the company specifically does, sells, or produces
The company’s work culture
The company’s involvement with causes
The company’s office environment
The company’s diversity & HR awards
@lisabboyd
INTERNAL ENGAGEMENT
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WHAT MOTIVATES
MILLENNIALS
●
●
●
●
@lisabboyd
Being recognized for their work
Being supported by manager
Personal & professional growth opportunities
Organizational transparency
INTERNAL ENGAGEMENT
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5 Tips from DS on
Keeping Millennials
Excited
@lisabboyd
INTERNAL ENGAGEMENT
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TIP #1
Fail Fast and Fail Often
@lisabboyd
INTERNAL ENGAGEMENT
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DO
SOMETHING’S
FAILFEST
@tmi_agency
@lisabboyd
TIP #2
Be Flat and Empower
Everyone
@lisabboyd
INTERNAL ENGAGEMENT
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@tmi_agency
@lisabboyd
TIP #3
Culture Trumps All
@lisabboyd
INTERNAL ENGAGEMENT
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DO SOMETHING PERKS
●
●
●
●
@lisabboyd
Birthday off
Celebrating work anniversaries
Half-day on Halloween…. if you dress up
Sabbatical
INTERNAL ENGAGEMENT
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TIP #4
Embrace Fluidity
@lisabboyd
INTERNAL ENGAGEMENT
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People switch jobs when they no longer
feel challenged—allow them to do that
internally rather than externally.
@lisabboyd
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TIP #5
Show Some Love
@lisabboyd
INTERNAL ENGAGEMENT
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THE DS
GONG
@lisabboyd
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THE DS
PENGUIN
@tmi_agency
@lisabboyd
PART FOUR
THINKING EXTERNALLY
@lisabboyd
EXTERNAL ENGAGEMENT
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USTA’S KEY MILLENNIAL
CHALLENGES
1. Brand Perception
2. Cost
3. Access
@lisabboyd
INTERNAL ENGAGEMENT
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@lisabboyd
EXTERNAL ENGAGEMENT
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@lisabboyd
EXTERNAL ENGAGEMENT
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#1: BE PERSONALIZED
AND RELEVANT
@lisabboyd
ENGAGING MILLENNIALS
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#2: BE TRANSPARENT
@lisabboyd
ENGAGING MILLENNIALS
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#3: BE ACCESSIBLE
@lisabboyd
ENGAGING MILLENNIALS
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#4: REACH THEM WHERE
THEY ARE
@lisabboyd
ENGAGING MILLENNIALS
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So, how do you attack these
challenges in your own
communities/programs?
@lisabboyd
INTERNAL ENGAGEMENT
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FOUR KEY QUESTIONS
1.
2.
3.
4.
@lisabboyd
What do I want my audience to do?
What are their barriers to entry?
How do I make it as easy as possible?
What is the value to the listener?
INTERNAL ENGAGEMENT
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@tmi_agency
@lisabboyd
QUESTIONS?
LISA BOYD
Lead Strategist
lboyd@TMIagency.org
@lisabboyd
@lisabboyd
CONTACT
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