This document discusses how an organization facilitated a shift towards engaging millennial members. It provides background on generational theory and characteristics of millennials. The organization moved from a group-focused to more individual-focused model by providing information, community, and services tailored to individual needs. Metrics are shown on social media engagement of younger members. The document aims to discuss why this shift was needed, how an engagement strategy was implemented, and what platforms and people were involved.

1. How
we
facilitated
a
shift
towards
the
millennial
generation
Jorn
de
Vreede,
UX
&
Strategy
theFactor.e
@jorndevreede

5. Time
Members

6. Time
Members

7. Industrialisation

9. Automation

10. Automation

11. Globalisation

12. Ageing

13. Industrialisation
Automation
Globalisation
Ageing

15. Job security

16. Job security
Wages & Benefits

17. Job security
Wages & Benefits
Working conditions

18. Job security
Wages & Benefits
Working conditions
Fair & Just supervision

19. Job security
Wages & Benefits
Working conditions
Fair & Just supervision
Powerlessness

20. Job security
Wages & Benefits
Working conditions
Fair & Just supervision
Powerlessness
Need to belong

21. Time
Inequality
in
income

22. Time
Members

24. <25
25-45
45>
65+

26. Membership Retention
New young members

27. Group

28. Group
Individual

29. Information

33. Information
Individual needs

36. 4000+
8%
200
Check-ups
Problems
New members

38. 3300+
2500+
55.000+
push notifications
Truck drivers
Registered rides

41. Information
Individual needs
Personal benefits

44.
Group
Individual

45.
Group
Individual

46. Facilitate Individual:
Membership Retention
DIY (information)
DIT (community)
DIFM (services)

47. New young members
MILLENNIALS

48. Background: Generational theory

49. Lifecycle
birth death

50. Lifecycle
child young adult midlife old age
birth death

51. Lifecycle
child young adult midlife old age
birth death
80
yrs

52. Lifecycle
child young adult midlife old age
child young adult midlife old age
child young adult midlife
child young adult
child

53. Generations
80
yrs

54. Generations
Baby boomers
Gen X
Millennials
Gen Z
1943 1960 1981 2005

55. Gen X Gen ZBaby boomers
idealist reactive adaptive
job security work-life balance security & stability
Television Personal computer No UI / Smart tech
Digital immigrants “Technoholics”Early IT adopters
Email / TextingTelephone
Email / Texting
Millennials
civic
freedom & flexibility
Smart devices
Digital Natives
Texting / Social Media
Online / mobile
Face to face Facetime
Handheld /integrated

56. Millennials
A just, righteous society

57. WHAT
HOW
WHY

58. Mission & Brand story
Position & role of CNV in society, involve
and connect members on themes
Proposition: Information and services, tailor made
to suit the individual

62. Millennials
A just, righteous society
Freedom & flexibility
Engagement is hard
Not willing to commit

63. Engagement
observant
follower
supporter
contributor
owner
leader

64. Approach
knowing you exist
follower
engage in discussion
(free) account creation
member

67. 301.043
10.000+
150k+
2100+
1000+
650+
171.652
FB reach
Likes
Shares
Reactions
Tweets
Linkedin
Pageviews

71. <25
25-45
45>
65+

72. <25
25-45
45>
65+

77. Why? External / Internal
How? Engagement strategy
What? Platform / People

78. Q&A