Know Thy Users, For They Are Not You Jerilyn Veldof & Melissa Kalpin

Know Thy Users, For They Are Not You Jerilyn Veldof & Melissa Kalpin University of Minnesota Libraries LOEX 2003

Session Overview • Description and characteristics of Millennials/Gen Y/Echo Boomers • Academic behaviors and expectations • The library connection • Marketing to Millennials Know Thy Users, For They Are Not You

The Preferred Name Top Five Suggested Names: 1. Millennials 2. “Don’t Label Us” 3. Generation Y (or Why?) 4. Generation Tech 5. Generation Next Neil Howe & William Strauss, Millennials Rising abc.com poll (1997) Know Thy Users, For They Are Not You

Millennial Generation • Born 1977-1994 • Aged 9-26 • 71 million strong • 26 percent of total population • Diverse group (65 percent are non-Hispanic white) Susan Mitchell, American Generations Know Thy Users, For They Are Not You

It’s the 21st century. • Do you know who your users are? Know Thy Users, For They Are Not You

Beloit Mindset List • A southerner has always been President of the United States • Cars have always had eye-level rear stop lights, CD players, and air bags • “Big Brother” is merely a television show • Barbie has always had a job • The U.S. and the Soviets have always been partners in space Know Thy Users, For They Are Not You

Beloit Mindset List • Fox has always been a television network choice • Women have always had tattoos • The drug “ecstasy” has always been around • Genetic testing and DNA screening have always been available • They grew up in minivans Know Thy Users, For They Are Not You

Characteristics • Global generation • First high-tech generation • Fast pace lifestyle • High achievers Know Thy Users, For They Are Not You

Recent Headlines • “Packing Courses Instead of a Lunch” • “Stressed Out Kids Aiming for Top Colleges” • “Freshman’s Internet Use a Way of Life” • “Palm Pilots Now Get Handed Out in Class” • “Sleepless in America” Stephen R. Merritt, “Generation Y: A Perspective on America’s Next Generation and Their Impact on Higher Education” Know Thy Users, For They Are Not You

Introduction Know Thy Users, For They Are Not You

College Expectations • They see education as a commodity • They expect value-added courses and experiences • They expect enhanced personal support • They expect diversity • They expect access to global information 24/7 Stephen R. Merritt, “Generation Y: A Perspective on America’s Next Generation and Their Impact on Higher Education” Know Thy Users, For They Are Not You

Major Problems • Time management (work/life/school balance) is extremely difficult • Academic preparation is poor • Academic expectations are unclear University of Minnesota Libraries Undergraduate Initiatives Coordinating Council, Student Focus Groups February 2003 Know Thy Users, For They Are Not You

Studying Know Thy Users, For They Are Not You

Time Management • “I’m overworked, burdened and challenged; money is hard.” • “I just don’t have any time for anything and I don’t have any money so I’m, like, trying to work and I don’t have any time to study and I’m trying to go out and it’s just, like, I don’t have time to sleep.” University of Minnesota Libraries Undergraduate Initiatives Coordinating Council, Student Focus Groups February 2003 Know Thy Users, For They Are Not You

Unclear Expectations • “I think one of the toughest things is… to understand what exactly your professor wants in the paper because everybody has their definition of what an academic or research-type paper is supposed to be like.” • “The teachers are really inconsistent across the board…as far as papers go.” University of Minnesota Libraries Undergraduate Initiatives Coordinating Council, Student Focus Groups February 2003 Know Thy Users, For They Are Not You

On Libraries • “The majority of students, given the option, would rather sit in their room…and look something up online where they don’t have to leave, than to go out…and go to the library.” • “I still don’t know the library system. I don’t ever use them. I use my own resources and the Internet, mostly.” University of Minnesota Libraries Undergraduate Initiatives Coordinating Council, Student Focus Groups February 2003 Know Thy Users, For They Are Not You

On Libraries • “I think they need to do something to show that libraries aren’t obsolete in the face of the Internet.” University of Minnesota Libraries Undergraduate Initiatives Coordinating Council, Student Focus Groups February 2003 Know Thy Users, For They Are Not You

Clash of Mental Models Research is a means to an ends Good grade is valued, completed paper/speech Research is fast and easy Blending of web and library - it's all the same Research is an ends Good research is valued Research is complicated Separation between web and library Know Thy Users, For They Are Not You

Our Challenges • In what ways might we get students to know what we offer and when and where to get it? • In what ways might we integrate the library into the curriculum? • In what ways might we integrate the library into students’ daily lives? • How do we ensure that undergraduates find useful information through the library? Know Thy Users, For They Are Not You

What Appeals? Top 10 advertising appeals among GenYs • Use contemporary colors and graphics • Use special effects • Show the product in use • Tell an interesting story • Show that the company cares • Make me laugh • Be fun • Use popular music • Be realistic • Use young actors (female and male) D’Arcy New World Teen Survey Know Thy Users, For They Are Not You

Most Recognizable Brands - World Teens Know Thy Users, For They Are Not You

Know Thy Users, For They Are Not You

Winning Brands • Synthesizes knowledge, beliefs, and emotional projections • You feel good about the choice you have made to buy it/do it/use it • Personality • Product security • Emotional responses key Know Thy Users, For They Are Not You

New Model for Brands • Brands encompass entire lifestyles • They have an emotional charge • Guarantee of authenticity • Promise of performance • Satisfaction • Social expression - p. 13 Know Thy Users, For They Are Not You

Controlling the Brand Know Thy Users, For They Are Not You

The U of MN’s Brand Welcome to the Big Time! Know Thy Users, For They Are Not You

Branding our Libraries • Too many information choices • GenY’ers want assurance that they’re making the right choices Know Thy Users, For They Are Not You

Your Library’s brand • Who decides what will be your library’s brand? • You students/users? • Your faculty/community? Or... • Your library? • Making choices - to whom are you branding? Know Thy Users, For They Are Not You

Library Branding Know Thy Users, For They Are Not You

Who do you want to be? • Cozy, comfortable, home away from home? • Hot, edgy, wired, slick? • Face time? Place to be seen and see? • Trendy and accessible ala Barnes & Noble retail? Know Thy Users, For They Are Not You

Who are they? Know Thy Users, For They Are Not You

Connecting to Other Brands • Finding a winning formula • U of MN Bookstore Story Know Thy Users, For They Are Not You

Closing Advice • Keep an eye on the trends • Monitor events - ask, what opportunities can this event possibly have for my brand? • Recreate your brand for the next generation • “Know thy users” Know Thy Users, For They Are Not You

Q & A Jerilyn Veldof Melissa Kalpin jveldof@umn.edu kalpinm@umn.edu http://www.tc.umn.edu/~jveldof/presentations/LOEX03.html Know Thy Users, For They Are Not You

Know Thy Users, For They Are Not You Jerilyn Veldof & Melissa Kalpin