On December 6 2012, InSites Consulting organized an 'Engaging Generation Y' Smartees Seminar in our office in Rotterdam, the Netherlands. The main focus is on how to engage with the most marketing savvy generation ever, Generation Y. The main theme is elaborated, followed by an interesting case study of Randstad.

1. Engaging Generation Y
Smartees Seminar
This is the full slidedeck of our „Engaging
Generation Y‟ Smartees Sebinar in
Rotterdam. The main focus is on how to
engage with the most marketing savvy
generation ever, Generation Y. The
main theme is elaborated, followed by an
interesting case study of Randstad.

2. # insites
# mrx

3. GEN Y Conversation starters
• When I was a child I used to cry because of…
• When I was 16 my mom used to say…
• The first time I was drunk I …
• When I was 17 I wanted to become a…
• At age 18 my main hobby was…

4. 14:10 Creating engaging brands

15. #146

17. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

20. //Authenticity for
Generation Y
Real

21. Real

23. Real

29. //Template 1
• Tekst

30. //Template 1
• Tekst

36. Page 36

37. Page 37

38. Page 38

39. Page 39

40. Results
• The bank doubled its Gen Y customer base from 2011
• The daily rate of cards sale increased by 58% in the first 6
months from the launch (the double vs 2009)
• 12 times more ST loan approval procedures initiated than
weekly average 2010
• 10% more cross selling than in 2011

42. Page 42

44. strategy: engage – sell – build loyalty
Engage through their
Relevance passion for Music
Exclusive access
Trial through Youth products
Loyalty Capture more
everyday spend
Page 44

45. 4 key partners to deliver sustainable engagement
Exclusive experiences
Tier 1
Exclusive access
Tier 2
Exclusive content
Tier 3
Page 45

46. And enable constant social content and conversation
CALENDARIO "YOUTH PLATFORM"
2012 2013
Experiencia JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST
123 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Mastercard 30th
Hospitalities KEANE TBD TBD TBD TBD TBD
17th
Pocket shows Leon Larregui Paty Cantu Moderatto
4th
College shows Enjambre/Sofi Enjambre/Sofi Enjambre/Sofi Enjambre/Sofi
Mayen Mayen Mayen Mayen
18th
VIP Parties
Paty Cantu Hello Seahorse Panda Moderatto
Music Lessons
with an artist Sofi Mayen y
Ha-Ash Miró Benny
Attend to band
rehearsal Enjambre Sofi Mayen Miró Zoé
Be at an album
4th
recording Belinda Zoé
Be Part of a 6th
Video Mike Zanetti Enjambre Panda Los Claxons
Interview an
Artist (Press
León Larregui Eiza Belinda Enjambre
Conference)
Meet & Greets Paty Cantu Miró Zoé y Zanetti
Backstage Pases
in Mexico for 23rd
concert Ha-ash Paty Cantú Los Claxons Mike Zanetti
Travel with an 20th
artist Ha-Ash Miró Enjambre Sofi Mayen
Trip to concert
outside Mexico 16th 9th
Coldplay Coldplay Evanescence TBD Nervo
Belinda y Zoé Panda, Anahi, Zanetti,
Memorabilia Moderatto, Sofi Mayen,
Paty Cantu, Miró
Enjambre,
PreSales KISS Smashing
Pumpkins
16th 14th agosto 27, 2012
Giveaway Tickets Maroon 5 Linkin Park TBD Page 46

47. Breadth and variety of artists to establish
credibility among Youth
Belinda Enjambre Zanetti Panda Sofi Mayen Alex Syntek
Coldplay Eiza Moderatto Anahí Zoe
Hello seahorse Paty Cantú Miro Benny Ha-ash
Page 47

48. Variety of benefits activated to address different objectives
Experiences Content/
Presales with artists downloads Ticketing Offers
Purchase Access w/o card Access w/o card Purchase Access w/ card
Access w/ card Access w/o card
Access w/ card
Page 48

49. Creating a dynamic social community
Page 49

50. Priceless Music launch event in Mexico City
to create buzz and momentum
4,000 university
student and 300
customers
experienced the
launch of Priceless
Music at an
exlusive concert
with Moderatto
Page 50

52. Real
① Stay true to your roots, but don’t shout
② Close is the new cool
① Be transparent and respectful, listen (like
friends would do)

56. // I WILL NEVER FORGET THE DAY…
Extreme experience (e.g. When I was
Graduated skydiving, mount climbing) dumped by my
partner
Meeting the
love of my life
Becoming a Surprise Death of a person
sport champion N = 40
close to me
Happiness Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a
fight
Fear Disgust
N = 30 N = 14
New school Discovered I had no
Sadness real friends when I
N = 93
Moved needed them most
Encountered
aggression Was Being dumped by my
diagnosed with boy/girl friend
Parents got
a serious
divorced
illness
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.

63. Happy
①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is about connecting youth in a
playful way

66. 15:00 Coffee break

67. 15:30 Randstad Student Community

68. Student Community
Randstad Student: Engaging generation Y
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com

69. Nice to
meet you!
Karen Hoogendam, Senior Research
Consultant
I‟m Karen 28 years old and Joined Insites Consulting
1 year ago, after working for Wageningen UR. I‟m
working in the Rotterdam office and my main focus is
qualitative research.
Karen.hoogendam@insites-consulting.com In my free time I spend a lot of times with friends, I
can be a total nerd when playing computer games
and love to travel and visit festivals.
http://be.linkedin.com/in/karenhoogendam

70. Nice to
meet you!
Robin Keeris, marketing manager
I‟m Robin, 35 years old. I‟m marketing manager at
Randstad Netherlands. Last year I developed
Randstad Student together with a small team.
I‟m working in the head office in Diemen, and my
main focus is business development of new concepts.
Off work, I enjoy drinking a good glass of wine with
Robin.keeris@nl.randstad.com friends, going on trips, reading books and watching
the latest TV-series.
http://www.linkedin.com/in/robinkeeris

71. THE CHALLENGE

72. Randstad Student is born
Recruitment for the younger generation!
Robin, is er misschien een poster of
aankondeging van de start van randstad
Student.

73. With a new positioning in the market
To deliver better solutions and services

74. (Re)connecting with & increasing relevance towards
Students

75. THE APPROACH

76. 1. Immersion in the daily live of students
2. Student motivation & needs during
orientation
3. Optimise the proposition of Randstad
Student.
4. Generate a clear vision about how Randstad
can become (more) relevant for student.

77. Why:
Community Research
Under the skin
,
Stimulate
Empower

78. Engage

79. community
Age 18- 24
Male and females
With different personalities
From different cities
HBO & WO
Living with their parents & living in a
student room

81. 1
Your student life
Your study
Your school week
Your income

82. 2
Study and Work
Your (current) part-time job
Your future full-time job
Orientation and applying for a job

83. 3
Your opinion..
..of recruitment agencies
..of Randstad Student
..of the solicitation process

84. 4
Let’s talk about…
.. Government regulations
.. Stress from social media
.. How to improve the community website ;)

85. THE OUTCOME

86. Today’s students
10 general trends

87. 1 My study is my main focus
Everything else should be planned around this
“dit kwartaal is mijn rooster elke week
anders, het enige wat wel zeker is: tussen
7.45 en 9 sta ik op, ik ben tussen 13 en 17
klaar op school en tussen 23 en 1 ga ik
slapen. ” door Marten

88. 2 Explore
The time is now
“Toen ik studie moest kiezen wist ik niet
wat ik later als beroep wou, dat ik voor tn
heb gekozen omdat je zoveel kanten op
kan. Natuurlijk ook omdat ik natuurkunde
interessant vind en aanleg voor heb.” door
Daniel Delft

89. 3 Cultural capital
Content and skills are crucial
“Een baan die ik nooit zou willen is
vakkenvuller, dit werk zou ik niet uitdagend
genoeg vinden.” door Grimbo64

90. 4 Perform under pressure
Achievements have to be accomplished now!
“Ik maak me misschien nog wel drukker
om het heden dan om het toekomst. Want
zoals @[tessaschrama] al zei, je moet nu
je tentamens halen, presteren dus.” door
Sinasappel

91. 5 Technology is part of their live
.. but is a mean to a cause
“Tja, de mobiele telefoon. In mijn ogen een
van de meest overgewaardeerde
technologische snufjes van de afgelopen
jaren (naja het aspect dan wat je naast
bellen/smsen er tegenwoordig allemaal
mee kan).” Door Roaldvanb

92. 6 Their brands
Don’t have to be student brands, but have to be recognized
“Rabobank: Zet zichzelf neer als een
rustige bank zonder fratsen. Ik
herken mezelf hierin.” Door
yuchuchu

93. 7 They know the value of money
.. but have difficulty finding the balance
“Ik koop haast niks behalve mn studie
(alleen het hoogst nodige aan kleding),
toch 'maak ik verlies'. Baal ervan dat studie
zo duur is want ik moet nog lang.” Door
Melamini

94. 8 Nothing is taken for granted
.. But if they work hard, they will reach their goals
“Echter is het volgens mij denkwijze niks
anders dan de gevolgen accepteren en je
best doen. Hoe kun je het probleem
omzeilen? hoe kunnen we het oplossen? Ik
zie kansen, opties en mogelijkheden of ga
er naar opzoek. Ik ben dus eerder
nieuwsgierig naar het verloop van het
heden en de toekomst en hoe kan ik met
de middelen die ik tot mijn beschikking heb
het optimale eruit halen?” Door Mootje

95. 9 I believe in myself
Yes I can!
“Ik denk dat het vooral belangrijk is dat je
moet doen waar je goed in bent en wat je
leuk vindt; want dan volgt die leuke job ook
vanzelf. Als jij een enthousiaste specialist
bent kunnen ze niet om je heen!” door
Marit

96. 10
They worry about their future
.. Not about the future
“Eerst dacht ik nooit na over de toekomst,
vooral omdat ik niet iets heb waarvan ik
denk dat wil ik echt doen later. Aangezien
ik nu al in m'n tweede jaar zit van mn
studie en ik al een stage moet gaan
regelen, zitten ze op school al vaak te
praten over later. Daar maak ik me dan wel
zorgen over. Ik heb nog helemaal niet het
gevoel dat ik al genoeg weet en kan om al
echt het bedrijfsleven in te gaan en
bedrijven te adviseren.” Door Kayla

97. But there is not 1 type of student
Different students are looking for different work environments
6 personalia

98. Work life balance
Suzanna
‘9 tot 5 is voor mij ideaal, maar ik zou niet
fulltime willen werken. Het liefst 3 dagen
per week van 9 tot 5. ‘
“

99. The ‘career tiger’
Rodamo
“
“Wel vind ik dat de hoge cijfers wel heel
makkelijk worden gegeven. Dit lijkt
natuurlijk heel chill, maar er is weinig eer
aan te behalen als de helft dan de klas dit
“
heeft.”

100. The ‘idealist’
Annia
“
‘Ik geloof veel hongersnoden voorkomen
kunnen worden, simpelweg door goede
watersystemen aan te leggen en de grond
zodanig te bewerken ‘

101. The ‘connector’
Chinco
“
‘Het lijkt me interessant om te werken op
het snijvlak van business en ICT en
daarmee een brug te slaan tussen ‘klant
en techniek?’

102. The ‘team worker’
Lille
“
‘Ik zou er niet aan moeten denken om een
sollicitatiegesprek te moeten voeren via
Skype. Je mist dan de hele sfeer.’

103. ‘spontaneous and flexible’
DaphneS
“
‘Natuurlijk wil ik zelfstandig kunnen
werken, maar ik wil bij mijn eerste baan
ook juist veel leren. Dus geen project
maar echt een baan voor minstens een
paar jaar. Een duidelijke
functieomschrijving hoeft van mij niet
persé, het lijkt me leuk als je juist heel
veel flexibiliteit hebt in je baan. Daardoor
kun je ook meer leren.’

104. MOVING FORWARD

105. Ideation workshop

106. Our most important insight
Help students do it themselves!

107. New mission statement
More emphasis on personal growth and independence
Growth in practice
Together with you, Randstad Student works on
your personal growth by offering suitable work
experience and advise in every phase of your
studies. We offer options and assist you in
making the right job choices. This offers you the
opportunity to discover and further develop
your talents. This way you create your own
turbo entrance to the labour market.

108. New campaign ‘A nice moment for Randstad Student’
More activation, more clarity, more visuals

109. And further? We asked the students
Crowd sourcing platform
Crowd sourcing platform
Initiated a crowdsourcing platform for students
together with ABN AMRO
Offering student to work their minds and share
their ideas with companies
Winning idea:
• Competence based matching
• Personalisation of Randstad Student

110. Working on added value
Expanding our career center, more relevant contact

111. Our BHAG:
The most relevant job agency for students

112. Let’s talk!
Karen Hoogendam Robin Keeris
Senior Research Consultant, InSites Consulting Marketing Manager, Randstad
karen@insites-consulting.com Robin.keeris@nl.randstad.com
http://www.linkedin.com/in/karenhoogenda http://www.linkedin.com/in/robinkeeris
m

113. 16:00 How to adapt to Generation Y?

114. Nice to
meet you!
Martijn van Bijnen,
OR place your photo here Sr. Research Manager
I am 32 years old, living in Tilburg (yeah, yeah I
know ). Working for over 6 years in the
industry, of which 3 years for InSites Consulting.
Passionate about getting consumers in
boardrooms, specific focus on supporting growth
Martijn.vanbijnen@insites-consulting.com
of FMCG brands via further enhancing
@mvbijnen consumer centric decision making.
http://nl.linkedin.com/pub/martijn-van- Responsible for international accounts such as
bijnen/14/80b/b04 PepsiCo, Red Bull, Leaf / Cloetta, Bavaria,
eBay and more

115. Nice to
meet you!
Martijn van Bijnen,
OR place your photo here Sr. Research Manager
I am 32 years old, living in Tilburg (yeah, yeah I
know ). Working for over 6 years in the
industry, of which 3 years for InSites Consulting.
Passionate about getting consumers in
boardrooms, specific focus on supporting growth
Martijn.vanbijnen@insites-consulting.com
of FMCG brands via further enhancing
@mvbijnen consumer centric decision making.
http://nl.linkedin.com/pub/martijn-van- Responsible for international accounts such as
bijnen/14/80b/b04 PepsiCo, Red Bull, Leaf / Cloetta,
Orangina/Schweppes and more.

116. MROC’s
A research community is a carefully
screened group of people, who are
joining an online closed platform and
having engaging interactions with all
parties involved (among themselves,
with the research agency and with all
relevant internal and external client
stakeholders).

117. • Bold
• Pragmatic
• Eclectic

122. Be where they are !!
Your voice

123. Alternative recruitment

124. Research to Generation Y
//Template 1
①Be where they are = online
• Tekst
②Online can be mobile too 
③Alternative recruitment channels needed

127. • Screen shot mega grid

131. Challenges

132. Example task
Contextual surveys
Your 4th of July
party
Upload 6 pictures of you drinking and
or eating at the party. And describe
your decision on what you are drinking
or eating at that moment with as much
detail as possible:
- Why this food/drink?
- Why this moment? How did/do you
feel?
- Why this brand?
- What are your thoughts when
eating/drinking?
Good luck!

133. You work in research buddy!
Not in the game industry 

134. Richer input !! // example posts from Cloetta Candy Community

135. Example posts candy community NL // Cloetta (Leaf)
More input !!
Cloetta Candy community
4 countries, 3 weeks ………..
…….257 participants ………..
……. wrote 8.875 posts ……..
.. containing 621.137 words

136. Research to Generation Y
//Template 1
①Who said research can’t be fun?
• Tekst
②Challenges vs. questions
③But remember it’s a means to an end

138. Ideation Tool
To match the iterative and non-linear
nature of idea generation, the Ideation
Tool allows participants to post
multiple ideas to the ideation
challenges. Participants can comment
to improve the idea, resulting in a
change of status, from mining to rough
diamond, polished diamond and
eventually a diamond ring…

139. • PepsiCo voorbeeld chat sessie

141. • Ideation tool

142. A new research paradigm:
(Structural) collaboration: new role researchers
Researchers
Consumers
Client

143. Intermediate chat sessions !

145. Research to Generation Y
//Template 1
①Focus on autonomy, mastery & purpose
• Tekst
②From respondents to participants
③The client is part of our team too!

147. Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France,
Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.

149. 16:30 Wrap-up and Q&A

150. 17:00 Networking with food and drinks