Engaging Baby Boomers & Seniors through Social Media


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*Watch or download the full webinar (with audio and slides) at: http://bit.ly/engagingboomers

The boomer generation was long the darling of marketers and advertisers, then they grew up.

While boomers are the consumer majority and tend to be the segment with the highest dollar donations to nonprofits, they're often dismissed as not being part of the social media wave.

Join Immersion Active and AARP in this Care2 Expert Webinar that focuses on new ways of showing some love to the influential seniors segment through social media tactics that engage and cultivate supporters and potential donors.

About the Presenters:

Gina Pagliaro -- Account Strategist, Immersion Active
Jen Martin -- Manager of Social Communications, AARP
Molly Connors -- Director of Nonprofit Services, Care2

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  • * The surprising number of boomers and seniors embracing social media* Why you should be recruiting and cultivating boomers* Tips and tricks for converting Facebook users to donors* Ways to deepen supporter engagement through social mediaWays to approach boomers and seniors that will resonate online and social platformYour initial communication approach – logic behind your communicationHow to position your strategyExamples of that strategySlide 1 -- 2 – Each of you have an different value propositon. Positioning it to Baby boomers on how your service processes a needs – look at it from a behavioral perspectiveSlide 3 – 4 –
  • We got tired of going to conferences to learn how to reach boomers only to hear – of course, there is no way to reach a group of 78 million people. Marketers are notorious for showing Woodstock photos when the average boomer was 11-12 years older when Woodstock happened.So with those things in mind, Immersion Active takes into consideration and identifies ways in which your brand and product will meet the needs of your consumer.I won’t go into too much detail of how these actual “Needs” play out in each of us…if you’re interested to learn more about it, you can check out our book. Brian has a copy and can pass that on. But at a high level here, David Wolfe outlines 5 core values that every person, regardless of age, continually strive to fulfill:I’ll give you one example of how this can play out for a consumer. Let’s take the core Need of ADAPTATION for example…Most marketers make the mistake of thinking that only younger consumers are the ones who are going through a period of Adaptation as they are in a constant state of flux, going from being a child, to growing up and going through puberty, to then maturing into an adult. But we all know that we don’t stop growing or adapting as we get older. In fact, consider Baby Boomers. They are experiencing more concurrent life events than any other group cohort. They are adapting to their ever-changing environment as their adult children are moving back home, or as mom & dad are moving in so that they can keep a closer eye on them and care for them. Many Boomers are becoming grandparents and even having children of their own again. And you guys know the adaptation they’ve had to go through with this changing economy. Understanding how these Core needs are being met (or not met) is crucial to making a meaningful connection with your consumer.Southwest Airlines understands core needs. They understand that marketing is an opportunity to show how their service meets core needs. We aren’t a branding shop, but we understand how your brand meets needs.
  • If you have core needs – then why do I need to do differently for older people? The reasons is the seasons of life – we go through things about the same time in life. It is not ridged – this is a spectrum and creates a modality for us to reference. And the simple example that you give – boomers as selfcenter but from taking a developmental and behaviroail we go from me centric from we cenric – dramatically change the creative, placements, etc. Auto example - And here, in the same way that we experience seasons throughout the year, we as humans mature and go through seasons of life. The important thing to note here is that THE WAY WE GOabout fulfilling those core needs that we just looked at, is dependent on what season of life we are in...This approach is based on the fact that as human beings we are 99.9% the same. Biologically and psychologically we are mostly the same. These are not hard periods but overlapping phases. Boomers were the first “me” generation. Dr. Spock told parents to make children’s lives all about them. But as we age, we transition from being me-centric to we-centric. For example, we often use inter-generational images in our creative.Boomer FactsExperiencing more significant life events, simultaneously, than any other generation (raising toddlers, becoming grandparents, caring for aging parents, getting married, getting divorced, school, new careers etc) – makes it especially difficult to segment or group boomers using traditional demographic approachSocial consciousness has risen to the top of boomers’ charts as they’ve aged and going green – reflects boomer’s maturing psyches acceptance of age and desire to leave a legacy behind them
  • Exchanging information online is not that different from exchanging information offline. It’s simply the platform and channels used to exchange the information that differ. For example, an offline conversation might include being exposed to a television advertisement, talking to a neighbor over the fence, talking to the salesperson in the store, and reading a product package.Online, this same conversation might play out through banner ads, peer reviews, white papers provided on a website, and product reviews on another. Each of these everyday activities has some effect (either consciously or subconsciously) upon our decision to act. Overtime these multiple activities have a cumulative effect on decision making.The key is recognizing and define the various touch points within the information exchange that have the greatest impact – the influences – that will help shape the conversation, leading it in different directions and motivating cluster participation to take action.
  • Boomer FactsExperiencing more significant life events, simultaneously, than any other generation (raising toddlers, becoming grandparents, caring for aging parents, getting married, getting divorced, school, new careers etc) – makes it especially difficult to segment or group boomers using traditional demographic approachSocial consciousness has risen to the top of boomers’ charts as they’ve aged and going green – reflects boomer’s maturing psyches acceptance of age and desire to leave a legacy behind themOverly asperational or invelits (BE EMPATHETIC)Right approach:ContentRelationshipConsistencyPhasesMonitor (Google Alerts on brand)Participate (Listening and engaging)Shape (Content and engagement)Foundationally Specific from Boomer perspective
  • This client needed to reach new leads. They have been doing direct mail for years and needed to get in front of people in a new way.We have done a lot of testing and optimization on this campaign and were about to increase their average donation level, generate a significant number of leads, and learn what psychological triggers were most effective.MOE:-- behavioral-- about sharing-- analytical (measure and test)Sharing is not just adding code to share tools – beyond buttonsShare for share sake: VideoSoft share - quiltHardshare – booklet (mo
  • Visitors that completed the quilt had X conversion rate and X life-time-value compared to those who did not
  • For-profit company that allowed us to use facebookpropertly – not to push the brand but to engage the community with information not for profit – process their lives – AlzheimersIn-home medical care – extensive content strategy but while they are for profit – we wanted to do something beyond pushing services and be -- intential focus on family caregiver – adult child – and even seniorsGoals: 3 months-- each property gets its own voiceengage on a social property for a consumer brnaddetermine your montra for that property -- to us its personal. that's the montra -- their facebook page strategey-- reflecting the culture-- focusing on the foundation changing the face of aging-- the fights that they're focusing on to make the world a better place--- stories about their owners--- sotries about their care and respect adn love for an older adultIntroduce their new Alzehinmers training to the family care giving spaceIdentify the audience and then engage the audienceOne of the tactics in that campaign: Facebook. Way to connect with the family caregiver as well as those around the care giver.For this "phase" of the Alzheimer's campaign, that ran March 28-June 30, our original tactical goals stated:Grow Home Instead’s community on Facebook.Obtain 100,000 fans on the Remember for Alzheimer’s Facebook page by the end of the year.It's important to note our original goal stated meeting the 100K mark for fans by the end of the year, and we obtained that over just this course of the campaign, within 3 months.Like I noted too the engagement on this page has been phenomenal. A lot of the advertising we did promoted specific page posts and drive some of our highest activity and commenting on the page. We worked very closely with Home Instead on a planned "editorial calendar" of promotional posts that helped drive engagement and that we coordinated directly with out advertising.And just so you have it...Strategic goal: This phase of the campaign focused heavily on leveraging–and even more so on building–the growing audience and high engagement Cat Koehler has built up on Home Instead’s Remember for Alzheimer’s Facebook page.  This allowed us to continue to drive awareness.Editorial mix of stories that were based on analytics-- like and share--- engage the audience for commenting--- advertising to support both effortsCombination of promoted posts to internal audience and new like recruitment advertising.Reasoning: took advantage of Facebook’s edge rank’s allgorythm
  • Engaging Baby Boomers & Seniors through Social Media

    1. 1. Engaging Baby Boomers andSeniors through Social Media Gina Pagliaro, Immersion Active Jen Martin, AARP Molly Connors, Care2 @Care2Team #C2Webinar
    2. 2. aboutCitizens use Care2 for: Starting or signing petitions Nonprofits use Care2 for: Volunteering Donating $ Recruiting Donors & Supporters Spreading news Traffic/Branding/Awareness Commenting on blogs Starting group (organizing) Advocacy Joining nonprofits Building Facebook fan base
    3. 3. Who Are the Boomers?
    4. 4. What’s Unique about theBoomer World View? “Special” generation Large number became teenagers and adults in the 1960s Dissected, analyzed and pitched to by modern marketers
    5. 5. Boomer Economic Impact Control over 80% of personal financial assets 50% of all consumer spending 80% of all leisure travel Desire to pass wealth to charity vs. children
    6. 6. Is Social Media Having A Senior Moment?
    7. 7. The only Internet marketing agency in the U.S. focused exclusively on the baby boomer and senior markets. Gina Pagliaro, Account Strategist
    8. 8. What’s Age Got to Do With It?Everything -- Boomers and seniors share thesame core needs that all people do but that‟swhere the similarity ends. As we age, how wego about satisfying those needs change.1. Behavioral Approach & Seasons of Life2. Meaningful Online Engagement3. Boomer Engagement Tactics4. Sharing Case Studies
    9. 9. A Behavioral Approach Identity Relationship Motivate self-preservation Motivate behavior that behavior seeks(physiological, psychological social, organizational and and social) spiritual connections Purpose Adaptation Motivate behavior that Motivate behavior that validates and gives meaning promotes progress in to life Energy knowledge and skill development Motivate behavior that promotes health, well-being and functionality
    10. 10. Seasons of Life Spring Summer Fall Winter Initial Social/ Inner Self/ Becoming Personal Vocational Spiritual One with Development Development Development All 0 - 22 + 18+ - 40+ 38+ - 60+ 58+ ? Play Work Life Balance Reconciliation (Learning) (Becoming Somebody) (Search for Meaning) (Making Sense of Life) Fantasy mode: Romantic mode: Reality mode: Ironic mode:Dei ex machina – Heroic – the Disappointment – not Acceptance – there‟s everything will world is my oyster; as good as I thought; some good in everygenerally work out I can make anything who am I? What‟s my bad, some bad in every in my favor work my way life purpose? good – c’est la vie!
    11. 11. Meaningful Online EngagementDeliver a cohesive experience that inspirespeople to share information with others.• For Boomers, these online exchanges can be as important to the conversation as a neighborly exchange over the fence. Develop touch points for loyalty. • People – the engine that drives the information exchange • Places – locations where information is being exchanged • Things – all entities that help promote the flow of information• Advice from family and friends is the most common way they research a new product and they believe that word-of-mouth recommendations from family and friends is the most trustworthy source of information.
    12. 12. Boomer Engagement TacticsBasic • Authenticity • Be relevantBoomer Specific • Lead with the right and punch with the left • Conditional positioning • Tell a story – leverage video • Appeal to senses • Use nostalgia appropriately • Urgency, not fear • Keep it simple
    13. 13. Case Story: National Committee toPreserve Social Security & MedicareNeed: Drive Membershipsand Quality Leads• Generated 5,518 New Leads in 11 Weeks• Increased Average Online Membership Value from $17 to $22• Achieved up to 83% Lift Among Tested Psychological Triggers
    14. 14. Case Story: National Committee toPreserve Social Security & Medicare
    15. 15. Case Story: Home Instead
    16. 16. AARP is a nonprofit, nonpartisan organization, with a membership of morethan 37 million, that helps people 50+ have independence, choice and control in waysthat are beneficial to them and society as a whole. Jen Martin, Manager of Social Communications
    17. 17. Boomers: They’re Plugged In! http://bit.ly/boomerplug
    18. 18. And Online!• 84% of internet users 50 and over use social networking sites. (source: Pew)• “Theres a sort of „trickle up‟ effect from younger members using the networks and nudging their parents and grandparents to join. Similarly, when we ask adults about their biggest motivations for using social networking sites, we find that for adults ages 50 and older, staying in touch with family is the number one reason they use social media.” -Mary Madden, senior research specialist at the Pew Research Center’s Internet and American Life Project• More resources at: http://www.scoop.it/t/boomers-online
    19. 19. Why Recruit and Cultivate Boomers?• Because they aren‟t going anywhere - every 8.4 seconds, another Baby Boomer turns 50.• By the year 2030, 20 percent of the U.S. population will be over the age of 65.• Because they drive the economy - recent studies show that Baby Boomers now boast the highest growth rate of entrepreneurship in America.• According to the U.S. Bureau of Labor Statistics, the Boomer and older generations now represent a $2.6 trillion annual market! (cite: http://www.marketplace.org/topics/business/commentary/baby-boomers-will-drive-economy)
    20. 20. Recruiting and Cultivating Boomers Success Story:• AARP‟s and AARP Foundation‟s biggest online fundraising effort. Ever. Over $1.255 million to help older victims of the earthquake in Haiti.• Overnight with no marketing support, viral Facebook & Twitter from employees brought in $175,000.• Reaching over 100,000 people per 50 tweets.• To date, we have raised over $721,000 online compared to $34,000 from snail mail.• Over 12,000 people have donated including more than 4,400 NEW donors.• Coverage in New York Times, CNN, USA
    21. 21. Tips and Tricks: Commit to the Conversation• Use your page to tell your story in a unique, personal voice.• Find a good mix of your messages and sharing of others.• Post consistently, but not hyperactively.• Friend/fan people on both sides of the aisle/issue.• Identify, cheerlead, surprise, reach out to community leaders IRL.• Use photos and video to tell your story.
    22. 22. Talk Back / Media
    23. 23. Talk Back / Member Service
    24. 24. Talk Back / Community
    25. 25. Converting Fans into Donors• Use incentives.• Don‟t just ask for money.• Ask conversationally, provide facts, question if they know someone in need or who could benefit from your non- profit.• Encourage them!• Thank them, thank them, thank them!
    26. 26. Incentives and Encouragement• Drive to End Hunger received $10k in donations in 2011 and $6k in donations in 2012 using the @Razoo platform.• All donations came from at track promotion, social media and email. No ad buy involved.
    27. 27. Incentives and Encouragement • Ask questions. • Give stats. • Be real. • Be kind.
    28. 28. Thank your donors!
    29. 29. Deepen Supporter Engagement through Social Media• Brand your social presence
    30. 30. Develop a Social Strategy• AARP‟s social strategy: Deliver clear, concise, consumer-friendly, & motivational messages to engage a multi- generational community of current & future members in advancing the goals of AARP.
    31. 31. Social Communications Do’s1. Have a unique voice.2. Be generous. Share.3. Ask for opinions.4. Listen, respond & follow back.5. “Friend”/follow people on both sides of the aisle/issue.6. Answer direct messages.7. Cheerlead.8. Surprise people.9. Use photos and video to tell your story.10. Ask for help if you need it.
    32. 32. Social Communications Don’ts1. Forget that everything is public.2. Forget that there‟s no such thing as delete.3. Pick a name that‟s too long.4. Be cheesy.5. Argue.6. Demand money (you can ask gently).7. Auto post.8. Be partisan.9. Market endorsed products or services.10. Worry about responding to *everybody*.
    33. 33. AARP’s Social Vision• We aren‟t just broadcasting to our members, we‟re listening and engaging with them daily.• Staff, volunteers, 3rd party advocates all act as brand ambassadors, spokespersons.• Delivering local, personalized content to members on whatever device they choose to use.• We let our members know about the hot new technology and why it matters to them AND make them aware of scams, privacy issues, etc.• Members don‟t seek deals & discounts, they are delivered to them directly.• Members don‟t need to carry hard copy of their AARP card. It‟s an app on their phone.
    34. 34. AARP-Affiliated Social Media Communications Guidelines• Be Transparent: Always identify your account as AARP-affiliated or clearly identify your communications as coming from an AARP representative.• Be Responsible: Do nothing to damage AARP‟s standing as a nonpartisan, nonprofit organization or otherwise jeopardize AARP‟s reputation.• Be Non-Partisan: You may not advocate on behalf of a political candidate or political party on any AARP-affiliated accounts.• Be Trained: All AARP employees or consultants communicating on behalf of AARP must complete Social Media 101 training through AARP‟s Communications College.• Be Responsive: Social media is a two-way communications platform. Ensure that you are engaged in a dialogue, not a monologue.• Be Respectful of Third Party Rights: • No unlicensed third party material • No images showing artwork or brand names and logos • Images should be licensed from Creative Commons. • If you use your own images, please consult OGC • No disparaging statements about an individual, group or organization• Maintain Confidentiality: You should not disclose any private, confidential or proprietary information
    35. 35. AARP Social Today• Integrated Communications • Manage AARP presence on social platforms: Facebook, Twitter, YouTube, Tumblr, Pinterest & most recently, Instagram • Integrating social across IC platforms: Media, TV, Radio, AARP.org, etc.• State Ops • 94% of field offices have social platforms in place to deliver localized content and calls to action• Membership • Member communications assigned and providing service• People Strategy • IC & OLP delivering regular training staff and volunteers in social best practices and strategy • Designated staff to recruiting strategy
    36. 36. thank you! questions? contact us! Gina Pagliaro gina@immersionactive.com @immersionactive Jen Martin jmartin@aarp.org @iheartrocknroll Molly Connors mollyc@care2team.com @care2team