This document discusses strategies for marketing to older adults on social media. It notes that the 65+ demographic is one of the fastest growing groups on social networks, with 11% of Facebook users being seniors. Many older adults use social media to connect with family and friends or share photos. The document provides tips for marketing to older adults, such as using relevant content with a personal connection, building trust, and focusing on the interests and values of people in this age group rather than labeling them.

1. /ROLANDPARKPLACE
@BRIDGETFORNEY
#RPPSOCIAL
#BBJCCSM

2. Glasses
Hearing aid
Cane
Above-waist
pants
THE STEREOTYPE
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3. “Well my clients
are mostly over 60
so they’re not
very tech savvy.”
“Social media is
for kids. My
clients are older –
they don’t use
that stuff.”
“But Bridget, unless
you're selling
Medicare health
insurance, funeral
plots or Efferdent,
why would anyone
have 65+ in their
target demo?”
AN OVERLOOKED DEMOGRAPHIC
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4.  the 74-plus demographic is the fastest growing
demographic among social networks
 11% of Facebook users are seniors
 1 in 5 of these users will log on for an hour any given
day
 This age group has 47 times the net worth of
households headed by those 35 and older
ACTUAL Resident
of Roland Park Place!
REAL LIFE
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5. 40% use social media to connect
with family or friends.
30% use social media to share
photos.
20% use social media for social
gaming.
10% use social media for contests
and games.
HOW OLDER ADULTS ARE USING SOCIAL
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6. $
 Growing Size:
there are nearly
100 million
Americans over the
age of 50 and their
numbers are
growing
 Income:
They have far more
money to spend
than the 18-24 yearold demographic
 Brand attitudes:
Older adults are
more brand-loyal
(when they find a
brand they like,
they stick to it)
WHY WE TARGET THE 65+ DEMOGRAPHIC
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7. 47 77 2011 20
The
average
age at
death in
the U.S. in
1900
The
average
life span
today
The year the babyboom generation
began to turn 65
The
additional
number of
years a
65-year
old can
anticipate
to live, on
average
THE CHANGING DEMOGRAPHIC
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8. More than
10,000 baby
boomers
turn 65
years old
every day.
FACTORING IN BABY BOOMERS
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9. —the—
BOOMER
U.S. Facebook
users age 55+ grew
from roughly 1
million in 2009 to 10
million in 2010.
:
1946-1964
80
MILLION
STRONG
The average
boomer spends
about 85 minutes a
day browsing the
Internet and using
social media.
FACTORING IN BABY BOOMERS
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10. ACTUAL Resident
of Roland Park
Place!
That which is
valuable is
something that is
desirable.
STRATEGIZING
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11. Is your social
marketing
to an older
audience:
part of a
collaborative
digital
strategy?
Measurable
Relevant
GETTING STARTED
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12. LANGUAGE
SOFT-SELL
Don’t use ageist terms like
“old,” “elderly,” or “senior
citizens”
Concentrate on providing
senior-centric content that
provides them with the
information and solutions
they need, not just the
offer you’re trying to
push.
THE FOUNDATION FOR CONTENT
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13. Older adults (“seniors”) are 74% slower at
navigating websites than 25-60 year olds
Older adults are less comfortable with social
media than their younger counterparts. You
must build trust.
They still read and they prefer content with a
personal connection.
UNDERSTANDING THE AUDIENCE
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14. They’re young at heart! Market to how they
feel, not the age they are.
Older adults are still well-connected offline.
They still meet in-person and talk about online
experiences.
Boomers are aging out of the popular 18-49
cohort. The social senior generation will soon
cover early 60s, all the way to 90s.
UNDERSTANDING THE AUDIENCE, cont.
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15. STRATEGIES IN REACHING OLDER ADULTS ONLINE
1 BUILD ON MULTIPLE PLATFORMS
Be present across many digital platforms
for a collaborative approach. Online
video, search, and social networks build
upon each other.
2 DEVELOP ORIGINAL AND
COMPELLING VIDEO CONTENT
54% of the boomer and senior segment
(more than half) watch online video vs.
65% of the general population. 15% of
Boomers/Seniors spend more time
watching online videos than TV.
3 TARGET TABLET USERS
Two in five of the senior segment own a
smartphone or tablet and are more likely
to purchase one in the next 12 months.
4 MARKETING TO OLDER ADULTS
THROUGH CAUSES THEY CARE
ABOUT
This audience is interested in a variety of
US societal causes and governmentrelated issues, in addition to senior
advocacy issues. Are there any
commonalities?
STRATEGIES
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16. STRATEGIZING: VIDEO
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17. Portion of the Senior/Boomer segment
using multiple screens at the same time (vs. sequentially)
STRATEGIZING: MOBILE AND TABLET
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18. “What language should we use in talking about people age
65 and older? Should we call them “seniors”? “The
elderly”? “Older adults”? Something else?
“For heavens’ sake, don’t call them anything…Let’s talk
about their interests and values!!”
CHANGING PERCEPTIONS
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19. /ROLANDPARKPLACE
@BRIDGETFORNEY
#RPPSOCIAL
#BBJCCSM
BRIDGET.FORNEY@GMAIL.COM
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