Syngenta hosts a Business Institute (at Wake Forest) for golf course superintendents. This session helped participants focus on generational differences in golfers, members and employees at U.S. golf courses.
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 âcuspersâ
12
13. Disclosures
ďź Yes, these are generalizations
ďźYes, there are exceptions
ďźPlagiarism vs research
ďźWhat 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 â 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 âSticky Cardâ 19
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
25. #1 Issue between Generations
Work Life
Work
Life Family
Family
70% of American workers say they donât 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 âŚ
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:
⢠âfeel I am helping othersâ
⢠âgood skills for the futureâ
⢠âmakes me feel proudâ
28
29. 1. Who is Gen Y?
2. How big is it?
3. What âturns their crank?â
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 âgenerational tension.â
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
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 âturns their crankâ 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)
ďź What does this mean to you in your
work? With your golfers/employees?
39
41. Gen Yâs 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
46. Texting
⢠Do you collect cell phone #s of members
so you can text alerts to them?
⢠Text alerts? Yes!
â Such as t-time just opened up
â Or, storm has delayed us today
â Or, special offer for this weekend
⢠Caution: donât be a spammer!
46
49. You Are What
You Publish
⢠When was the last time you looked at your own
website? Your competitorâs 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
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 âbuzzâ for your club
62
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 âgenerational cardsâ are split
evenly in each group
3. Iâll assign each group a specific discussion
topic
4. Youâll need your spread sheet from your
survey
68
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
Thought Iâd tell you a bit about myself. Mrs. A & Man on the MoonClarke, The Womanâs CollegeSoy to the WorldFarm-grown Christmas TreesAward-winning + Case Study in Consumer Marketing book
60% of companies report some level of generational tension in the work force
Golf Industry survey: 80.6% single; 15.3% multiple
GI survey: 52.8% public; 40.3% private; 6.9% resort
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!
You are NOT using the media that Gen Y widely uses (Facebook, YouTube, Craigslist, Texting). They could spell problems as you move forward.
200 âgolfâ Meetup groups near your 28 courses ⌠one has 8,000 members! Consider a flashmob at your club?
41 reviews on 12 clubs ⌠here are 3 examples âŚ