Leading age 2013 - Facts Not Fads of Online Marketing for Senior Living Professionals

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Handout from the 2013 Leading Age Conference, with links and insights for senior living professionals eager to optimze their online marketing program.

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Leading age 2013 - Facts Not Fads of Online Marketing for Senior Living Professionals

  1. 1.  Seniors are Online— and Making Moves In 2012, for first time, more than 1/2 of 65+ Americans were going online. As seniors become more wired, senior living organizations become more focused on how they can use the Internet to motivate prospects to move to their communities. However the digital marketing landscape changes by the minute. There are more tools and platforms and choices than ever before. Senior living marketers need to understand HOW and WHY older adults use the web in their move journey so they can know WHEN and WHERE to focus their efforts. In this session, learn how you can improve the effectiveness of your digital sales and marketing efforts, improve your occupancy and reduce your costs per lead. © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 1
  2. 2.  More Seniors Online  In 2012, for first time, more than 1/2 of 65+ Americans using web  For older users, web still seen more as a tool and less as TAKE AWAYS—ACTION ITEMS ____________________________________ entertainment. Top online activities (per Pew Internet & American ____________________________________ Life Project):   Search   Email News ____________________________________ Seeking out health information more popular with older users than ____________________________________ youngers Social, Silver Surfers  National study of 800+ Internet users over 40 (ebook at http:// ____________________________________ ____________________________________ www.CreatingResults.com/SocialSilver2013)  Update of 2010 research; offline intercept studies at locations ____________________________________ attracting more affluent, more educated active adults; online polling  Examine web and social media usage patterns, attitudes ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ Stats on seniors online usage available for download at www.CreatingResults.com/FactsNotFads © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 2
  3. 3.  Web TAKE AWAYS—ACTION ITEMS Categories of Websites Visited  Lifestage strongly influences where people spend time on the web CATEGORY MORE POPULAR WITH Research, Reference ____________________________________  Leading Edge Boomers, 65+ seniors Health, Medical, Wellness 81% of 40-54 year olds (vs 57% ____________________________________  Those aged 55+ Weather ____________________________________ ____________________________________ of 75+) Travel Those aged 65-74 Shopping Those under 65 (but it is still a top category for those over 65, as well) News Those aged 65-74 Web & Move Decisions   Use of Online Directories in a move journey by Leading Edge Boomers, 75+ has increased since 2010 ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ Use of Community Websites by Silent Generation and 75+ has decreased since 2010 ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 3
  4. 4.  Web & Move Decisions (cont)  TAKE AWAYS—ACTION ITEMS ____________________________________ For marketing senior living, see diminishing ROI with Social Media, Craigslist and Realtor Websites as respondent age increases  1 in 4 mature movers said they visited a community’s site more than 6 times before they moved there  ____________________________________ Actions taken on Community Websites:  Most users Print Information, (nearly 7 out of 10 of all respondents) Fill Out Forms (just over 1/2 of all respondents), Use Internal Search (1/2 of respondents)  Fewest users Share Information with a Friend, or Like/ ____________________________________ ____________________________________ ____________________________________ Follow/Pin  An increasing number of mature movers have rejected a ____________________________________ community based solely on its website ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 4
  5. 5.  Top Housing Website “Pet Peeves”  ____________________________________ All Ages  Requires registration to get information  Don’t say price  Outdated info   TAKE AWAYS—ACTION ITEMS Slow site ____________________________________ Older Age Groups  Hard to navigate the site (50% of Silent Generation vs. 22% of all ages)  ____________________________________ Incomplete or illegible floor plans (60% of Silent ____________________________________ ____________________________________ Generation vs. 31% of all ages) ____________________________________ Favorite Features  ____________________________________ Top features from 2010 research remain popular with all ages  Printer Friendly Pages  Internal Search Tools  Easy Navigation ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 5
  6. 6.  Online Leads Do Not Behave Like Other Leads TAKE AWAYS—ACTION ITEMS ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 6
  7. 7.  Online Leads Self Qualify for Your Community TAKE AWAYS—ACTION ITEMS ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 7
  8. 8.  Case Study: Willow Valley  Self-Qualification Analysis TAKE AWAYS—ACTION ITEMS ____________________________________  Isolate digital footprint  Examine every web interaction  Color code content area  Compare to CRM (Customer Relationship Management ____________________________________ database)  ____________________________________ Re-engage with Win-Ready Lead   ____________________________________ Color Coded Content Mix Shifts by Month  Month 1: Lead creation & initial exploration  Month 2: Heavy interest in fees and housing  Month 3: Interest shifts to Care & Lifestyle  Month 4: Early validation  Month 5: Close ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 8
  9. 9.  Online Leads are Great Leads!  TAKE AWAYS—ACTION ITEMS ____________________________________ “I’m not interested” often means “I’m not ready to talk with you yet.” ____________________________________  Inactive leads are just not visible to you.  Develop strategies to create Win-Ready leads.  Track and measure everything! Self-Qualification Process Accelerate Closures  Behavioral analytics and a systematic focus are needed  “My leads find me to be more sincere and helpful. It doesn’t feel like a ‘sales’ call because I can be more personalized in my approach. They can tell the difference.” - Sales counselor ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 9
  10. 10.  Social Media TAKE AWAYS—ACTION ITEMS Use of Social by Older Age Groups  Still not used a high percentage of seniors but we are seeing ____________________________________ exciting growth and opportunities ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ More than just Facebook More than 200 well-known networks, hundreds more small ones ____________________________________ “Social Media Revolution 4” http://www.youtube.com/watch? v=QUCfFcchw1w ____________________________________ Social sharing tools important—Those most commonly used by 40+:  Email a friend (77% of all ages)  YouTube (72%)  Comments (56%) ____________________________________ Reported use of User Reviews and Comments by all ages increased since 2010 Youngest age group most fond of comments ____________________________________ ____________________________________ Oldest age group strongly favors Email ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 10
  11. 11.  Social Media TAKE AWAYS—ACTION ITEMS Level of Social Networking Activity ____________________________________ Use by active aging adults on the rise, BUT Nearly 1/3 of our 65+ respondents and nearly 1/2 of our 75+ respondents aren’t using social at all (in line with other national ____________________________________ research) ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ Top Online Social Networks for Seniors Facebook. (89% of all ages of survey respondents) The older the respondent, the more likely to see email as a social ____________________________________ network ____________________________________ ____________________________________ ____________________________________ ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 11
  12. 12.  Why Marketers Use Social #1: Increase awareness / Generate Leads TAKE AWAYS—ACTION ITEMS ____________________________________  Branding, name recognition  Lift and substitute for traditional advertising  Drive traffic  Drive web traffic ____________________________________ ____________________________________ Other benefits:   Listen/learn  Improve relationships with stakeholders  Find vendors, sources, partners  ____________________________________ Monitor, recruit, provide customer service Find inspiration ____________________________________ ____________________________________ Why Seniors Use Social ____________________________________ To Connect with Offline Networks of Family/Friends NOT to Connect with Brands Q: Do you want to be a brand’s friend/follower/fan? ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ The older the social networker, the more likely they are to say “no” to online social engagement with a brand. © Creating Results, LLC 2013 ____________________________________ LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 12
  13. 13.  Social Media Engagement Challenges: Desire to keep social media social (not commercial + Concerns TAKE AWAYS—ACTION ITEMS ____________________________________ about privacy, intrusiveness = lack of interest in engaging with brands ____________________________________ on these platforms ____________________________________ Opportunities: Increase in number of older people trying social out of curiosity, or because of a friend’s invitation = hope for marketers How To Lead Folks to “Follow”: ____________________________________ ____________________________________ Keep expectations realistic Keep in mind the audience frustration with time consumed by social ____________________________________ media and aversion to “selly-sell” messaging Demonstrate the value of engaging socially — from the user’s ____________________________________ perspective Address privacy/security fears Don’t be too salesy—content should be thoughtful, relevant, useful Integrate social opportunities into all parts of your digital plan (and offline vehicles, where possible) ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 13
  14. 14.  About Your Presenters: Todd Harff - Creating Results Todd@creatingresults.com Todd Harff leads a talented team of marketing, public relations and advertising professionals that has marketed 106 age-qualified communities in 15 states during the last 20 years. NAHB’s University of Housing hired Todd to develop the day-long course: “Marketing to Active Adults.” Creating Results' clients have been honored with dozens of awards from the National 50+ Housing Council, the National Sales and Marketing Council and Mature Media awards. Creating Results conducts research to better understand and influence mature consumers. Todd & Erin’s insights have been featured in Brand Week, Ad Age, Marketing Charts, The Wall Street Journal and Marketing Sherpa. He also shares his thoughts through the agency’s blog, www.MatureMarketingMatters.com. Todd has contributed to Sales and Marketing News, 50+ Magazine, Selling to Seniors, Housing to Seniors, 50+ Housing News, Nation's Building News, Active Aging and has spoken at Leading Age national and state annual meetings, International Council on Active Aging, Building for Boomers, Boomers and Beyond and other national conferences. April LaMon - Lead InSite April@leadinsite.com April has serious marketing chops bringing experience honed with blue chip companies like Kraft, Pepsi and Armstrong. In addition, she formed her own strategic marketing shop consulting with a wide array of clients, including in the senior living space. Having worked with senior living organizations on branding and marketing, she noticed that the not-for-profit sector lacked some of the critical marketing metrics that she had relied on to make sound marketing decisions. This led her to co-found Lead InSite which provides senior living organizations with data on how their prospects are interacting with their websites and how they can capture more leads. April enjoys applying sound strategic thinking, savvy marketing skills, creative insights and pragmatic style to help LeadingAge members become more successful. Erin Read - Creating Results Erin@creatingresults.com Erin Read (Ruddick) researches, writes and speaks to regional, national and international audiences about seniors and digital marketing. At Creating Results, Erin spearheads PR and digital marketing (web, email and social media marketing) for clients in senior living and other industries. She leads the digital efforts for North Hill senior living among other clients. The North Hill online marketing strategy won the Gold Best of 50+ Housing award and the Platinum Generations Award in 2013; its website won two additional Gold Generations Awards for excellence in design and overall functionality. Erin is the principal blogger for MatureMarketingMatters.com; find her on Twitter @CreatingResults. © Creating Results, LLC 2013 LeadingAge | October 28, 2013 todd@CreatingResults.com — april@leadinsite.com — erin@CreatingResults.com 14

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