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Bridging the Generations:
[From Minnie Pearl & Pearl Harbor
         To Wiki & Wii]
            December 6, 2011

        Steve Drake


                                    1
About Me




Coach: “Drake, you’d be better if you were more
        mobile, agile and hostile!”
                                             2
About Me




Ohio State
Clarke, the Woman’s College
Albion College
American Soybean Association   3
Your Expectations

•   Motivating younger workers
•   How to “reach” multiple generations
•   Communications ideas
•   Different management approaches




                                          4
Organizational success increasingly dependent
on ability of employees and managers to deal
with generational differences
                                                5
Generational
          Challenges

Four Generations as:
• Members/Customers/Prospects/Golfers
• Employees
• Colleagues




                                        6
Today’s Agenda


Defining the Generations

Work Groups

Report Back

                           7
Surveys

Five surveys this year:
• 23 service club leaders
• 28 golf course superintendents
• 142 golf course professionals
• 115 association staff/volunteers
• 724 farmers & ranchers

                                     8
Who is Here
                              Work role
       70.0%
                63.3%
       60.0%


       50.0%


       40.0%

                                 30.0%
       30.0%


       20.0%
                                                  13.3%
       10.0%

                                                                    0.0%
        0.0%

Golf Course Superintendent Superintendent (multiple courses)
               Golf Course (single course)
                           Golf Course Superintendent (golf management company)
                                                      Assistant Golf Course Superintendent


                                                                                     9
Who is Here
Type Course


             13.3%
 20.0%




             66.7%



 Public   Private   Resort


                             10
Who is Here
                 Location


                  7             5

                                          4
          2
                                     4
                      9
East   Midwest   Northeast   Southeast   Southwest   West   11
Birth Years
     SBI Attendees                          Golf Industry
                         0.0%                          1%
            7.7%            0.0%


                                                                        48%
                                                 51%

                            92.3%


1920-1942    1943-1962   1963-1982   1983-2002         Boomers   Xers   Ys




• No Silents; No Ys; 9 “cuspers”

                                                                              12
Disclosures

 Yes, these are generalizations

Yes, there are exceptions
Plagiarism vs research
What follows is a compilation of research
 and literature from multiple sources



                                             13
Defining the Generations




                       14
Generations
             (Statistical Years)



 Matures       Baby      Generation X     Generation
             Boomers                          Y
24 million                50 million
                77
              million                        76+
                                           million
Birth
Years:

Before       1946-1964      1965 – 1977   1978 - 1995
1946

                                                        15
Generations
                  (Shared Experiences)
Generation: Born:                    Age in   Core Influence:
                                     2011:
Silents       Mid-1920s to early     70-90    Depression, WWII
              1940s
Boomers       Early 1940s to early   50-70    Man-on-Moon,
              1960s                           Vietnam
Xers          Early 1960s to early   30-50    Latch key, Iran hostage
              1980s
Millennials   Early 1980s to early   0 - 30   9/11, Web 2.0,
              2000s                           terrorism




                                                                  16
Generational
               Words

• 1970s: Long hair

• Today: Longing
  for hair




                            17
• 1970s: Long hair          • 1970s: Screw the system
• Today: Longing for hair   • Today: Upgrade the system

• 1970s: Acid rock          • 1970s: Going to a new, hip joint
• Today: Acid reflux        • Today: Receiving a new hip joint

• 1970s: Rolling Stones     • 1970s: KEG
• Today: Kidney Stones      • Today: EKG

• 1970s: Whatever
• Today: Depends


                                                           18
Stand at Your
                         Corner
Pearl Harbor                        Kennedy Assassination
Depression                          Armstrong Moon Walk
1st Radio                           1st TV set

                       Generation            Center
                        Impacts
                        How You
                      Communicate


Fall of Berlin Wall                  Monica/Gulf War I
AIDS                                 9/11
1st PC                               1st Email Address

     Back Left
                  & Grab a “Sticky Card”                 19
20
Boomer
                                                                                     retirement will
                                                                                     lead to an “all
                             40
                                                          Boomer Peak                  out war for
                                                                                         talent.”
Number Eligible (millions)




                             35
                             30
                             25
                             20
                             15
                             10
                              5
                              0
                                  8   9   0   1   2   3   4   5   6   7   8   9   0   1   2   3
                              2 00 200 201 201 201 201 201 201 201 201 201 201 202 202 202 202
                                                              Year



                                                                                                   21
Characteristics, Perspectives,
    Attitudes and Beliefs




                                 22
Matures:                   Boomers:
Depression                 Post WWII
Builders                   Spenders
Savers        Generation   Live to Work
               Impacts
               How You
Xs:                        Ys:
                 Live      Digital revolution
Latch-key
                           Instantly connected
Divorce
Downsized                  Short attention span
Independent                Work to Live


                                             23
Cultural Differences:
Work-Life balance
Flextime
Focus on friends/families
Digital natives

Boomers:
Work is a PLACE
Ys:
Work whenever & wherever
                             24
#1 Issue between Generations

                                      Work      Life
     Work

             Life                       Family
      Family

70% of American workers say they don’t have proper work-
life balance … and blame companies for the problem.



                                                       25
• Gen Y workers want a job that lets them
  exercise personal values and beliefs.

• 62% want to work for companies that
  give them a chance to use their skills
  to help a nonprofit.




                                            26
Tee It Up




What can you do to support local causes …
beyond hosting a golf outing?
                                            27
• More than 60% of students volunteer at
  least monthly
• Focus: environment, poverty and
  community problems
• Top reasons for volunteering:
   • “feel I am helping others”
   • “good skills for the future”
   • “makes me feel proud”
                                           28
1.   Who is Gen Y?
2.   How big is it?
3.   What “turns their crank?”
4.   How do they define success?




                                   29
Generations
as Employees




               30
100%


    80%


    60%
                      44%
    40%                       34%


    20%                               12%
            10%

     0%
          Matures   Boomers   Gen X   Gen Y

60% of employers report some “generational tension.”
                                                 31
Assets           Liabilities
• Stable         • Inept with change
• Details        • Reluctant to buck
• Loyal            system
• Hard working   • Uncomfortable with
                   conflict
                 • Reticent when
                   disagree

                                        32
Assets                  Liabilities
•   Driven              • Not budget minded
•   Service oriented    • Reluctant to oppose
•   Want to please        peers
•   Good at relations   • Judgmental
•   Good team players   • Uncomfortable with
•   Invented 60-hour      conflict
    week

                                                33
Assets                 Liabilities
•   Adaptable          • Impatient
•   Technoliterate     • Poor people skills
•   Independent        • Cynical
•   Unintimidated by
    authority




                                              34
Assets                  Liabilities
•   Collective action   • Need for supervision &
•   Optimism              structure
•   Tenacity            • Inexperience, particular
•   Heroic spirit         ly with handling
                          difficult people issues
•   Multitaskers
•   Techno savvy


                                               35
Management
              Challenges

• Motivating employees
• Communications & language barriers
• Management issues:
  budgets, boards, cultures, personalities, le
  vel of detail
• Impact of low pay or no raises



                                                 36
Recruit/Engage New
          Members Under 35

Top 3 Comments from SBI folks:
• Digital media: web, email, social media
• Fun & flexible
• Positive word of mouth




                                            37
1.   What Generations are in the work place?
2.   How do we learn to work together?
3.   What “turns their crank” about work?
4.   How do we recruit, motivate & retain
     staff from differing generations?




                                           38
Discussion at seats:
  (Pair with someone of different
  colored card / generation)
 What does this mean to you in your
  work? With your golfers/employees?




                                       39
Generations
as Consumers
& Media Users




                40
Gen Y’s Time Use

50%
45%
40%
35%
30%
25%
20%
15%
10%
 5%
 0%
            r        d         t          t                     p
       t ee     a se     ven         v en         C lub    r ou
  lun       h-b
                   vi cE         a lE       c ial        fG
Vo     a it     Ci           tic        So            ro
      F                   li                       /P
                       Po                       de
                                          T  ra

                                                                    41
Young Adults
65% Say Internet Main News Source
       * Up from 34% in 2007




                                42
•   Blogs
•   Google News Alerts
•   Facebook
•   YouTube
•   LinkedIn
•   Twitter
•   Flickr
•   SlideShare
•   Delicious
•   Yelp!
•   Craigslist
                         43
How do you have the time?




We’ve switched from “boob tube”
         to social media.
                                  44
Mobile Mania


         billion

Computer Users                    billion

                   Cell Phone Users
                                      45
Texting

• Do you collect cell phone #s of members
  so you can text alerts to them?
• Text alerts? Yes!
  – Such as t-time just opened up
  – Or, storm has delayed us today
  – Or, special offer for this weekend
• Caution: don’t be a spammer!


                                            46
Content Rules
Content creates awareness, builds fans!




                                          47
Competition or
   Ally?




                 48
You Are What
               You Publish
• When was the last time you looked at your own
  website? Your competitor’s website?

• Why no golfers on golf course?

• Why no people in pro shop? No diners in
  dining room? No folks in lounge?

• Where are Tips from the Golf Pro? Tennis Pro?

                                             49
50
Empowering Staff
 Driven Content




                   51
Survey Results
        To e-survey
Golf Superintendents: N=142
  SBI participants: N=29



                          52
Primary Source
                of News
                 3.8%
                             3.8%         0.0%    Daily Newspaper (print)

                      7.7%
                                                            42.3%
                  7.7%
                                                       Online Newspapers/Web
         34.6%

Other Online News

                 Online: Newspaper or News Website
                 Other Online News or Online Information Link
                 Mobile: App to Your Smartphone
                 Print: A Monthly or Weekly Magazine
                 Online: Associaton/Professional Magazine or Newsletter
                 Print: Association/Professional Magazine
                 Print: Daily Newspaper                                   53
Top Rated
          News/Info Sites
#1   Internet News Sites
#2   Mobile/Text notices
#3   Local Radio




                            54
Job News/Info
30


25
                                                                                                                       Once a Month

                                                                                                                       Once a Week
20

                                                                                                                       Multiple Times a Week
15

                                                                                                                       Daily
10
                                                                                                                       Never
 5
                                                                                                                       Don't Know What This
 0                                                                                                                     Is
                           Twitter




                                                         Flickr Photos

                                                                         Craigslist




                                                                                                         Enewsletter
     Facebook

                LinkedIn




                                     Google+




                                                                                      Messages
                                               YouTube




                                                                                                 Blogs
                                                Videos




                                                                                                           or Blog
                                                                                        Text


                Red = NEVER use
                Caution: This is where Gen Y is
                                                                                                                                        55
Vital
                     Communications
        70.0%
                     62%
        60.0%


        50.0%
                                     42%
        40.0%
                                                38%
                                                            31%
        30.0%


        20.0%
                                                                           12%
        10.0%


        0.0%
                All of the above   Phone call   Email   Visit in person Text message




Limited use of communications tools to reach Millenials

                                                                                       56
10.0%
                                              20.0%
                                                      30.0%
                                                              40.0%
                                                                      50.0%
                                                                              60.0%
                                                                                      70.0%
                                                                                              80.0%
                                                                                                      90.0%




                               0.0%
             Word of mouth
                                                                                                      85%




           Want ad in paper
                                                              35%




          Post on Craigslist
                                                              35%




     Note on bulletin boards
                                                       27%
                                                                                                              Search for
                                                                                                              New Hires




         Use online service
                                                 19%




               Social media
                                      4%




57
Receiving Job
                Applications
90.0%
        85%
80.0%


70.0%


60.0%


50.0%


40.0%
                       38%

30.0%


20.0%


10.0%                                           8%
                                                                       4%
0.0%

        Email   In print via the mail   In print submitted in   Online via course's
                                               person                website




                                                                                      58
Your Social Media
               Top 3
      60.0%
                   53.8%
      50.0%
                                        46.2%

      40.0%                                                 38.5%

      30.0%



      20.0%



      10.0%



       0.0%
              Facebook (personal)   Course/club blog   LinkedIn (personal)




Bottom 3: LinkedIn (course); Google+; Personal Blog
                                                                             59
Meetups, Tweetups, T
 westivals, Flashmobs

                0.0%




      30.8%




                          69.2%




Yes   No      Have no idea what these are
                                            60
MeetUps, Tweetups,
    FlashMob
                      0.0%



              30.8%


                              69.2%




        Yes    No     Have no idea what these are




                                                61
Social Media Tool
• Gen Y loves word of mouth
• Yelp! is one of the common review
  sites
• Yelp! yourself to see your reviews
• Use Yelp! to create “buzz” for your club




                                         62
63
Texting
[Sending, Receiving]

         4%
              4%
                   4%



                        Never
                        Sometimes
                        Weekly
                        Daily


   88%




                                    64
Use of Association
        Website

           7.7%


26.9%                     Never
                          Occasionally
                  30.8%   Several times a month
                          Several times a week



   34.6%




                                                  65
Any Disconnect?
           Do you feel a generational disconnect with
        employees, co-workers or managers/superiors who
              fall into the following age categories?
30


25
        28%            4%           38%        Yes
20


15                                             No

10
                                               I do not work with
 5                                             anyone in this age group

 0

     Boomers (born Gen X (born   Gen Y (born
      1946-1964)   1965-1977)    1978-1995)

                                                                     66
Much of this information provided by NCTA from research
conducted by Market Directions Inc.
Gen Y Information Sources:
1) Market Directions … www.marketdirections.com
2) NCTA/Drake & Company … www.drakeco.com
3) Generation WHY … www.generationwhy.com
4) Beloit College … www.beloit.edu (Mindset List)
5) NAS Insights … Recruiting & Managing the
Generations
6) Y-Sizing Your Business: Jason Ryan Dorsey
7) Generational Diversity: Jamie Notter

                                                     67
Work Groups

1. Divide into 4 groups of 6-8 each
2. Be sure your “generational cards” are split
   evenly in each group
3. I’ll assign each group a specific discussion
   topic
4. You’ll need your spread sheet from your
   survey

                                                  68
Work Groups

1.   Recruiting & motivating employees
2.   Managing generations: staff, boards
3.   Communications & interaction
4.   Recruiting younger golfers/members




                                           69
Report Back

1. Each group share up to 3 responses/ideas
   from your topic
2. Everyone fill in the card and return to Steve
3. Steve will create a report that each of you
   will receive in the next few weeks




                                                   70
Final Thoughts
• Bridging the generations can result in
  powerful forward movement
• It is not easy
• New tools help you reach & motivate them
• Content marketing could be a key element
  for your success



                                         71
CONTACT
 INFORMATION

    Steve Drake
       President
      PO Box 316
Chesterfield, MO 63006
   (314) 239-9464

steve@scdgroup.net
@stevedrake
@causeaholic

                         72

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Bridging the Generations in Golf: Syngenta Business Institute

  • 1. Bridging the Generations: [From Minnie Pearl & Pearl Harbor To Wiki & Wii] December 6, 2011 Steve Drake 1
  • 2. About Me Coach: “Drake, you’d be better if you were more mobile, agile and hostile!” 2
  • 3. About Me Ohio State Clarke, the Woman’s College Albion College American Soybean Association 3
  • 4. Your Expectations • Motivating younger workers • How to “reach” multiple generations • Communications ideas • Different management approaches 4
  • 5. Organizational success increasingly dependent on ability of employees and managers to deal with generational differences 5
  • 6. Generational Challenges Four Generations as: • Members/Customers/Prospects/Golfers • Employees • Colleagues 6
  • 7. Today’s Agenda Defining the Generations Work Groups Report Back 7
  • 8. Surveys Five surveys this year: • 23 service club leaders • 28 golf course superintendents • 142 golf course professionals • 115 association staff/volunteers • 724 farmers & ranchers 8
  • 9. Who is Here Work role 70.0% 63.3% 60.0% 50.0% 40.0% 30.0% 30.0% 20.0% 13.3% 10.0% 0.0% 0.0% Golf Course Superintendent Superintendent (multiple courses) Golf Course (single course) Golf Course Superintendent (golf management company) Assistant Golf Course Superintendent 9
  • 10. Who is Here Type Course 13.3% 20.0% 66.7% Public Private Resort 10
  • 11. Who is Here Location 7 5 4 2 4 9 East Midwest Northeast Southeast Southwest West 11
  • 12. Birth Years SBI Attendees Golf Industry 0.0% 1% 7.7% 0.0% 48% 51% 92.3% 1920-1942 1943-1962 1963-1982 1983-2002 Boomers Xers Ys • No Silents; No Ys; 9 “cuspers” 12
  • 13. Disclosures  Yes, these are generalizations Yes, there are exceptions Plagiarism vs research What follows is a compilation of research and literature from multiple sources 13
  • 15. Generations (Statistical Years) Matures Baby Generation X Generation Boomers Y 24 million 50 million 77 million 76+ million Birth Years: Before 1946-1964 1965 – 1977 1978 - 1995 1946 15
  • 16. Generations (Shared Experiences) Generation: Born: Age in Core Influence: 2011: Silents Mid-1920s to early 70-90 Depression, WWII 1940s Boomers Early 1940s to early 50-70 Man-on-Moon, 1960s Vietnam Xers Early 1960s to early 30-50 Latch key, Iran hostage 1980s Millennials Early 1980s to early 0 - 30 9/11, Web 2.0, 2000s terrorism 16
  • 17. Generational Words • 1970s: Long hair • Today: Longing for hair 17
  • 18. • 1970s: Long hair • 1970s: Screw the system • Today: Longing for hair • Today: Upgrade the system • 1970s: Acid rock • 1970s: Going to a new, hip joint • Today: Acid reflux • Today: Receiving a new hip joint • 1970s: Rolling Stones • 1970s: KEG • Today: Kidney Stones • Today: EKG • 1970s: Whatever • Today: Depends 18
  • 19. Stand at Your Corner Pearl Harbor Kennedy Assassination Depression Armstrong Moon Walk 1st Radio 1st TV set Generation Center Impacts How You Communicate Fall of Berlin Wall Monica/Gulf War I AIDS 9/11 1st PC 1st Email Address Back Left & Grab a “Sticky Card” 19
  • 20. 20
  • 21. Boomer retirement will lead to an “all 40 Boomer Peak out war for talent.” Number Eligible (millions) 35 30 25 20 15 10 5 0 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 2 00 200 201 201 201 201 201 201 201 201 201 201 202 202 202 202 Year 21
  • 22. Characteristics, Perspectives, Attitudes and Beliefs 22
  • 23. Matures: Boomers: Depression Post WWII Builders Spenders Savers Generation Live to Work Impacts How You Xs: Ys: Live Digital revolution Latch-key Instantly connected Divorce Downsized Short attention span Independent Work to Live 23
  • 24. Cultural Differences: Work-Life balance Flextime Focus on friends/families Digital natives Boomers: Work is a PLACE Ys: Work whenever & wherever 24
  • 25. #1 Issue between Generations Work Life Work Life Family Family 70% of American workers say they don’t have proper work- life balance … and blame companies for the problem. 25
  • 26. • Gen Y workers want a job that lets them exercise personal values and beliefs. • 62% want to work for companies that give them a chance to use their skills to help a nonprofit. 26
  • 27. Tee It Up What can you do to support local causes … beyond hosting a golf outing? 27
  • 28. • More than 60% of students volunteer at least monthly • Focus: environment, poverty and community problems • Top reasons for volunteering: • “feel I am helping others” • “good skills for the future” • “makes me feel proud” 28
  • 29. 1. Who is Gen Y? 2. How big is it? 3. What “turns their crank?” 4. How do they define success? 29
  • 31. 100% 80% 60% 44% 40% 34% 20% 12% 10% 0% Matures Boomers Gen X Gen Y 60% of employers report some “generational tension.” 31
  • 32. Assets Liabilities • Stable • Inept with change • Details • Reluctant to buck • Loyal system • Hard working • Uncomfortable with conflict • Reticent when disagree 32
  • 33. Assets Liabilities • Driven • Not budget minded • Service oriented • Reluctant to oppose • Want to please peers • Good at relations • Judgmental • Good team players • Uncomfortable with • Invented 60-hour conflict week 33
  • 34. Assets Liabilities • Adaptable • Impatient • Technoliterate • Poor people skills • Independent • Cynical • Unintimidated by authority 34
  • 35. Assets Liabilities • Collective action • Need for supervision & • Optimism structure • Tenacity • Inexperience, particular • Heroic spirit ly with handling difficult people issues • Multitaskers • Techno savvy 35
  • 36. Management Challenges • Motivating employees • Communications & language barriers • Management issues: budgets, boards, cultures, personalities, le vel of detail • Impact of low pay or no raises 36
  • 37. Recruit/Engage New Members Under 35 Top 3 Comments from SBI folks: • Digital media: web, email, social media • Fun & flexible • Positive word of mouth 37
  • 38. 1. What Generations are in the work place? 2. How do we learn to work together? 3. What “turns their crank” about work? 4. How do we recruit, motivate & retain staff from differing generations? 38
  • 39. Discussion at seats: (Pair with someone of different colored card / generation)  What does this mean to you in your work? With your golfers/employees? 39
  • 41. Gen Y’s Time Use 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% r d t t p t ee a se ven v en C lub r ou lun h-b vi cE a lE c ial fG Vo a it Ci tic So ro F li /P Po de T ra 41
  • 42. Young Adults 65% Say Internet Main News Source * Up from 34% in 2007 42
  • 43. Blogs • Google News Alerts • Facebook • YouTube • LinkedIn • Twitter • Flickr • SlideShare • Delicious • Yelp! • Craigslist 43
  • 44. How do you have the time? We’ve switched from “boob tube” to social media. 44
  • 45. Mobile Mania billion Computer Users billion Cell Phone Users 45
  • 46. Texting • Do you collect cell phone #s of members so you can text alerts to them? • Text alerts? Yes! – Such as t-time just opened up – Or, storm has delayed us today – Or, special offer for this weekend • Caution: don’t be a spammer! 46
  • 47. Content Rules Content creates awareness, builds fans! 47
  • 48. Competition or Ally? 48
  • 49. You Are What You Publish • When was the last time you looked at your own website? Your competitor’s website? • Why no golfers on golf course? • Why no people in pro shop? No diners in dining room? No folks in lounge? • Where are Tips from the Golf Pro? Tennis Pro? 49
  • 50. 50
  • 52. Survey Results To e-survey Golf Superintendents: N=142 SBI participants: N=29 52
  • 53. Primary Source of News 3.8% 3.8% 0.0% Daily Newspaper (print) 7.7% 42.3% 7.7% Online Newspapers/Web 34.6% Other Online News Online: Newspaper or News Website Other Online News or Online Information Link Mobile: App to Your Smartphone Print: A Monthly or Weekly Magazine Online: Associaton/Professional Magazine or Newsletter Print: Association/Professional Magazine Print: Daily Newspaper 53
  • 54. Top Rated News/Info Sites #1 Internet News Sites #2 Mobile/Text notices #3 Local Radio 54
  • 55. Job News/Info 30 25 Once a Month Once a Week 20 Multiple Times a Week 15 Daily 10 Never 5 Don't Know What This 0 Is Twitter Flickr Photos Craigslist Enewsletter Facebook LinkedIn Google+ Messages YouTube Blogs Videos or Blog Text Red = NEVER use Caution: This is where Gen Y is 55
  • 56. Vital Communications 70.0% 62% 60.0% 50.0% 42% 40.0% 38% 31% 30.0% 20.0% 12% 10.0% 0.0% All of the above Phone call Email Visit in person Text message Limited use of communications tools to reach Millenials 56
  • 57. 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 0.0% Word of mouth 85% Want ad in paper 35% Post on Craigslist 35% Note on bulletin boards 27% Search for New Hires Use online service 19% Social media 4% 57
  • 58. Receiving Job Applications 90.0% 85% 80.0% 70.0% 60.0% 50.0% 40.0% 38% 30.0% 20.0% 10.0% 8% 4% 0.0% Email In print via the mail In print submitted in Online via course's person website 58
  • 59. Your Social Media Top 3 60.0% 53.8% 50.0% 46.2% 40.0% 38.5% 30.0% 20.0% 10.0% 0.0% Facebook (personal) Course/club blog LinkedIn (personal) Bottom 3: LinkedIn (course); Google+; Personal Blog 59
  • 60. Meetups, Tweetups, T westivals, Flashmobs 0.0% 30.8% 69.2% Yes No Have no idea what these are 60
  • 61. MeetUps, Tweetups, FlashMob 0.0% 30.8% 69.2% Yes No Have no idea what these are 61
  • 62. Social Media Tool • Gen Y loves word of mouth • Yelp! is one of the common review sites • Yelp! yourself to see your reviews • Use Yelp! to create “buzz” for your club 62
  • 63. 63
  • 64. Texting [Sending, Receiving] 4% 4% 4% Never Sometimes Weekly Daily 88% 64
  • 65. Use of Association Website 7.7% 26.9% Never Occasionally 30.8% Several times a month Several times a week 34.6% 65
  • 66. Any Disconnect? Do you feel a generational disconnect with employees, co-workers or managers/superiors who fall into the following age categories? 30 25 28% 4% 38% Yes 20 15 No 10 I do not work with 5 anyone in this age group 0 Boomers (born Gen X (born Gen Y (born 1946-1964) 1965-1977) 1978-1995) 66
  • 67. Much of this information provided by NCTA from research conducted by Market Directions Inc. Gen Y Information Sources: 1) Market Directions … www.marketdirections.com 2) NCTA/Drake & Company … www.drakeco.com 3) Generation WHY … www.generationwhy.com 4) Beloit College … www.beloit.edu (Mindset List) 5) NAS Insights … Recruiting & Managing the Generations 6) Y-Sizing Your Business: Jason Ryan Dorsey 7) Generational Diversity: Jamie Notter 67
  • 68. Work Groups 1. Divide into 4 groups of 6-8 each 2. Be sure your “generational cards” are split evenly in each group 3. I’ll assign each group a specific discussion topic 4. You’ll need your spread sheet from your survey 68
  • 69. Work Groups 1. Recruiting & motivating employees 2. Managing generations: staff, boards 3. Communications & interaction 4. Recruiting younger golfers/members 69
  • 70. Report Back 1. Each group share up to 3 responses/ideas from your topic 2. Everyone fill in the card and return to Steve 3. Steve will create a report that each of you will receive in the next few weeks 70
  • 71. Final Thoughts • Bridging the generations can result in powerful forward movement • It is not easy • New tools help you reach & motivate them • Content marketing could be a key element for your success 71
  • 72. CONTACT INFORMATION Steve Drake President PO Box 316 Chesterfield, MO 63006 (314) 239-9464 steve@scdgroup.net @stevedrake @causeaholic 72

Editor's Notes

  1. Thought I’d tell you a bit about myself. Mrs. A & Man on the MoonClarke, The Woman’s CollegeSoy to the WorldFarm-grown Christmas TreesAward-winning + Case Study in Consumer Marketing book
  2. 60% of companies report some level of generational tension in the work force
  3. Golf Industry survey: 80.6% single; 15.3% multiple
  4. GI survey: 52.8% public; 40.3% private; 6.9% resort
  5. 1 person turns 65 EVERY 8 SecondsSo, by the time I end at 3:00, another 787 people will have turned 65.And, by the time you finish at dinner tonight, 3,488 will have turned 65!
  6. You are NOT using the media that Gen Y widely uses (Facebook, YouTube, Craigslist, Texting). They could spell problems as you move forward.
  7. 200 “golf” Meetup groups near your 28 courses … one has 8,000 members! Consider a flashmob at your club?
  8. 41 reviews on 12 clubs … here are 3 examples …