ConnectVA 2013 Social Media for Nonprofits Conference keynote address by Matt Thornhill, Boomer Project on Generations Matter: How to Navigate Generational Differences and Similarities to Make Social Media Work for Your Organization.

1. 12/6/13
How to Navigate Generational
2013 SOCIAL MEDIA
Differences and Similarities FOR NONPROFITS CONFERENCE
ENGAGING YOUR AUDIENCE: FROM BOOMERS TO MILLENNIALS (AND BEYOND)
to Make Social Media
Work for Your Organization
December 6, 2013
SCHEDULE
KEYNOTE PRESENTATION
9:30am - 10:30am: Optional Basics & Refresher Clinic
(Teleconference Room)
Generations Matter: How to Navigate
Generational Differences and Similarities to
Make Social Media Work for Your Organization
10:00am - 10:30am: Registration & Networking (Atrium)
10:30am - 10:45am: Welcome & ConnectVA
Celebration (Atrium)
10:55am - 11:40am | Breakout One
Enchanting Your Audience (Studio A)
Matt Thornhill, Founder & President, Boomer Project
Gain a deeper understanding and appreciation of
generational mindsets. Leave with social media strategies
that cut across all generations.
Storytelling with Tumblr (Teleconference Room)
11:50am - 12:45pm: Generations Matter, Keynote,
and Lunch (Studio A)
12:55pm - 1:40pm | Breakout Two
Dealing with Non-Believers and Slow Adopters
(Studio A)
Managing Your Rich Media Content
(Teleconference Room)
1:50pm - 2:50pm: Intergenerational Panel (Studio A)
@GensMatter
2:45pm - 3:00pm: Closing (Studio A)
CONNECTVA: A VIRTUAL NONPROFIT AND CIVIC HUB
Born in the U.S.A
80,000,000
76,000,000
62,000,000
58,000,000
@Connect_VA | #connectva
Working to strengthen the
community and region
by providing resources,
tools and information that
empower individuals and
advance organizations.
WWW.CONNECTVA.ORG
44,000,000
Greatest
Silent
Boomer
1909-­‐28
1929-­‐45
1946-­‐64
95
76
58
Gen X
1965-­‐82
40
Millennial
1983-­‐01
21
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2. 12/6/13
81,000,000
76,000,000
75,000,000
Current U.S.
Census Data
28,000,000
10,000,000
Greatest
Silent
Boomer
1909-­‐28
1929-­‐45
1946-­‐64
95
76
58
Gen X
1965-­‐82
Millennial
1983-­‐01
40
21
Culture’s Impact: Boomers
DeAining Events
Birth of TV
Prosperity
Cold War
Political Assassinations
Watergate
Rock ‘n Roll
Growth of Suburbia
Women’s Lib
Civil Rights
Vietnam
Driven
Transformational
“Self” Centered
Generational Values
Personal Grati<ication
Entitlement
Control
Work Ethic
No to Status Quo
Optimism
Culture’s Impact: Gen X
DeAining Events
Watergate
Single parents
Latchkey kids
MTV
AIDs
Computers
Challenger
Downsizing
Berlin Wall
Risk-­‐takers
Skeptical
Independent
Task-­‐driven
Generational Values
Technosavvy
Think Globally
Self-­‐reliance
Diversity
Pragmatic
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3. 12/6/13
Culture’s Impact: Millennials
Defining Events
Internet/Social Media
School violence
Over-involved parenting
Multi-culturalism
9/11
Gulf War(s)
“Fame-ification”
Great Recession
Technology ++
Co-dependent
Purposeful
Ambitious
Generational Values
Confidence plus
Civic duty
Achievement
Hyper connected
Multi-tasking on steroids
Fearless
Generational Mindsets Differ
BOOMERS
Outlook
Work Ethic
View of Money
View of Leadership
Work/Life Balance
Medium
Orientation
GEN X
MILLENNIALS
Optimistic
Driven
Spenders
Pay your dues
Work is Life
TV
Self-­‐centered
Skeptical
Free Agent
Debtors
Competence
Work to Live
Computer
Self-­‐reliant
ConAident
Goals
Savers
Egalitarian
Integrated
Mobile
Collective Self
© 2013 GenerationsMatter
BOOMERS:
Legacy/Mentor
! Lasting impact, beyond
immediate solutions
! Help develop future generation
of community/business leaders
! Looking for “significance” more
so than “success”
3

4. 12/6/13
GEN XERS:
Tasks/Outcomes
! Deploy as “get it done” problem
solvers
! Goal is to create a better quality
of life for now
! Want to “become someone”
through output/results
MILLENNIALS:
Collaborate/Compromise
! Eager to contribute and make an
impact
! All about fairness, equality
! Believe anything is possible if
we work together, not alone
themillennialimpact.com
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5. 12/6/13
CONNECTING
" Mobile
" Email
" Social Media
" Website
" Social Sharing
CONNECTING
" Mobile
" 83 percent have smartphones
" 76 percent say top “pet peeve” are
non-mobile-friendly sites
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6. 12/6/13
CONNECTING
" Mobile
" Enable more impulsivity
" Think mobile-first
CONNECTING
" Social Media
" 49 percent actively follow one to five
nonprofits on social media
" 60 percent liked it most when nonprofits
shared success stories
CONNECTING
" Social Media
" Don’t prioritize fundraising over storytelling, that reduces sharing opportunities
" Petition and pledge-signing are quick,
easy forms of advocacy
" Be authentic, offer variety – go beyond
retweets and scheduled updates
" Hone and relate your content to the
greater cause, not just your specific
organization
" Think content from their perspective –
stories and photos are tops
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7. 12/6/13
CONNECTING
" Social Media
CONNECTING
" Email
" 65 percent get
emails from one
to five nonprofits
CONNECTING
" Email
" Inspire action, communicate outcomes
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8. 12/6/13
CONNECTING
" Websites
" Serves as the
launch point
“Explain more
succinctly what it is
exactly that you do”
CONNECTING
" Websites
" Make the basics stand out
" Make it easy to donate!
CONNECTING
" Social Sharing
" 75 percent like, retweet or share content
on social media – sharing is caring
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9. 12/6/13
INVOLVING
INVOLVING
2013 CONTINUUM
“If they have ways to further
develop a career, that makes
them even better in my book.”
GIVING
" 84 percent gave via a website
" Only 11 percent gave over the phone
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10. 12/6/13
GIVING
“It’s about being
part of something, not feeling sorry for
someone.”
GIVING
Our Core Belief:
Organizations win
when they apply
generational dynamics
to today’s workplace
and marketplace
10

11. 12/6/13
generationsmatter.com
matt@generationsmatter.com
@GensMatter
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