Social Media for
                 Retirement Communities
                               What You Can Do,
                 ...
Agenda

•   Benefits of Social Engagement
•   What Social Media Is
•   Who Is Using Social Media
•   How They’re Using It
...
Hourly Commitment Per Week
Confidence in Your Social Media Strategy
Have a Social Media Policy
Is Social Media Marketing worth my
       company’s investment?

  What can it do for us today?
 What can it do for us tom...
Benefits of Social Engagement

• Drive traffic – Generate leads
  – Branding, name recognition
  – Lift and substitute for...
Benefits of Social Engagement

•   Listen, get feedback
•   Improve relationships with all stakeholders
•   Find vendors, ...
Social Media:

 What It Is
When you boil it down,
    it’s about listening to your customers,
being helpful by offering your knowledge and
         g...
Social Networking Defined

•   The stops your brand’s message makes
•   Faster, wider, more transparent
•   Fewer barriers...
Platforms and Tools

• Social Networking Sites         • Online Conversations
   – Facebook, LinkedIn,            – Blogs
...
Social Media:

Who Is Using It and How
Social Media:

How They Are Using It
Creating Results’ Research: Silver & Social Surfers

  • National survey of 40+ Internet users plus video in-
    depth in...
Primary Reason for Trying Social Networking

                                 Curious/N reason
                           ...
Forced by W ork W hat    W ould Motivate Trial?
                4%
                                                Pressur...
Do You Want To Engage With Companies Through Social N orks?
                                                     etw




 ...
Creating Results’ Research: Silver & Social Surfers

 • Anti-Social Media?
    – “I am enrolled in social networking to re...
Social Engagement:

What You Can Do
1. Monitor
• Know what people are
  saying …
   –   About you
   –   Your company
   –   Your competitors
   –   Industry ...
2. Recruit
             • Advertise job opportunities
             • Build positive brand image
               with future...
3. Extend your brand’s reach

• Generate awareness
• Be introduced to new circles by a “friend” who
  vouches for you
• Fi...
4. Drive traffic
                   • Link to your website in
                     content, on personal/
                 ...
5. Boost natural search results
• Backlinks to your site from
  highly-valued websites
• Drive more and new traffic
  to y...
6. Listen
To what they say … and how
  they say it …

• On your channels, promote
  conversation and encourage
  honest fe...
6. Listen
• Resources:
   – TimeGoesBy.net (especially
     the comments! Great list of
     elderbloggers, too)
   – Eons...
7. Learn
• Ask questions and get answers
   – Of industry colleagues
   – Of residents
   – Of prospective residents
• Fin...
8. Build community

• Start first by proving yourself a valuable member of
  existing communities
• Share relevant news/re...
8. Build community
                     • Make it easy for your
                       audiences to connect with
         ...
8. Build community – Engagement

• Loss of message control
• Involve your audience
• Create a dialogue
9. Make friends
• Give. Give generously.
  Give frequently.
   –   Of your time
   –   Of your content
   –   Of discounts...
10. Provide customer service - Monitor

• Monitor for issues and quickly respond
   – The earlier you respond the more eff...
10. Improve customer service – Deliver?
10. Improve customer service - Deliver
• Use social networks to
  make relationships with
  prospects/targets feel more
  ...
And …
11. Encourage user generated content
12. Run contests
13. Run a location-based promotion or implement a loyalty
   r...
Social Media:

What You Must Do
Where to Start

1.   Set simple policies to guide social engagement
2.   Develop a strategic social media plan
3.   Commit...
Face Reality

• Even contagious messages die
   – 10% forward rate would be great
• Reach and Frequency now cheap
   – The...
Face Reality
• Brand messages are no
  longer in your control
   – If you invite users to upload
     photos … be prepared...
Baby Boomers and seniors still value a personal, direct, one-to-one feeling
You don't need a social media strategy –
You need a brand strategy that leverages social media.

Don't get off the brand s...
QUESTIONS?
                       Todd Harff
                todd@creatingresults.com
                   703.494.7888 ext ...
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
Social media for retirement communities.creating results
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Social media for retirement communities.creating results

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Social media for retirement communities (CCRCs) - Understanding what you can do, should do and why when marketing to seniors through social networks. Deck from September 2010 webinar presented by Todd Harff and Creating Results Strategic Marketing

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Social media for retirement communities.creating results

  1. 1. Social Media for Retirement Communities What You Can Do, What You Should Do, And Why Presented by Todd Harff ©2010 Creating Results, LLC
  2. 2. Agenda • Benefits of Social Engagement • What Social Media Is • Who Is Using Social Media • How They’re Using It • What You Can Do • What You Must Do
  3. 3. Hourly Commitment Per Week
  4. 4. Confidence in Your Social Media Strategy
  5. 5. Have a Social Media Policy
  6. 6. Is Social Media Marketing worth my company’s investment? What can it do for us today? What can it do for us tomorrow?
  7. 7. Benefits of Social Engagement • Drive traffic – Generate leads – Branding, name recognition – Lift and substitute for traditional advertising and community outreach – Lift search results – Lift web traffic – Connect with media – Leverage the networks of your Residents, their families, supporters and employees
  8. 8. Benefits of Social Engagement • Listen, get feedback • Improve relationships with all stakeholders • Find vendors, sources, partners and prospects • Recruit • Inspiration
  9. 9. Social Media: What It Is
  10. 10. When you boil it down, it’s about listening to your customers, being helpful by offering your knowledge and giving them interesting content to share and thereby advocate for you. - Amy Mengel
  11. 11. Social Networking Defined • The stops your brand’s message makes • Faster, wider, more transparent • Fewer barriers between you and your audience • Less control • Interactive and instant
  12. 12. Platforms and Tools • Social Networking Sites • Online Conversations – Facebook, LinkedIn, – Blogs Twitter… – Message boards, forums – Niche sites – industry or – Comments passion • Podcasts • Social (Content) Sharing • Wikis – YouTube, Flickr – Digg, De.li.cio.us, reddit
  13. 13. Social Media: Who Is Using It and How
  14. 14. Social Media: How They Are Using It
  15. 15. Creating Results’ Research: Silver & Social Surfers • National survey of 40+ Internet users plus video in- depth interviews • Look at motivations, ease of use, attitudes
  16. 16. Primary Reason for Trying Social Networking Curious/N reason o 9% O friends ld Connect w/ family 5% 7% Fam invite ily Photos 9% 4% Never tried Friends invite 4% 14% Connect w/ friends 16% Work/career 29%
  17. 17. Forced by W ork W hat W ould Motivate Trial? 4% Pressure from Friends More Time 4% 4% Connect with Family 4% Better Privacy Controls 7% Absolutely Nothing 62% Better Understanding/ Clearer Advantages 15%
  18. 18. Do You Want To Engage With Companies Through Social N orks? etw Yes 18% No 30% Maybe 23% Not Really 29%
  19. 19. Creating Results’ Research: Silver & Social Surfers • Anti-Social Media? – “I am enrolled in social networking to reconnect with friends not to be bothered with advertisements.” – “I see this as my personal time. If I were out with friends I wouldn’t want a business to try to join us.” – “Maybe it would be okay with LinkedIn.”
  20. 20. Social Engagement: What You Can Do
  21. 21. 1. Monitor • Know what people are saying … – About you – Your company – Your competitors – Industry trends • Resources: – Google alerts, SocialMention, Twilert – Search w/in platforms – RSS and email subscriptions
  22. 22. 2. Recruit • Advertise job opportunities • Build positive brand image with future hires • Resources: – LinkedIn – used by nearly 80% of companies recruiting with social media … and proving most successful – Twitter – jobs feeds – SlideShare – case studies on social recruitment
  23. 23. 3. Extend your brand’s reach • Generate awareness • Be introduced to new circles by a “friend” who vouches for you • Find new channels to distribute content • Resources: – AddThis – YouTube, Digg, etc.
  24. 24. 4. Drive traffic • Link to your website in content, on personal/ professional profiles • Promote events • Resources: – Bit.ly (for shorter links) – Facebook events – Flickr (for post-event photo galleries)
  25. 25. 5. Boost natural search results • Backlinks to your site from highly-valued websites • Drive more and new traffic to your website • Start a blog • Join or start conversations (w/ backlinks) • Real-time tweets included in results delivered by Google, Bing, Yahoo
  26. 26. 6. Listen To what they say … and how they say it … • On your channels, promote conversation and encourage honest feedback • On other channels, “eavesdrop” Listen & Learn
  27. 27. 6. Listen • Resources: – TimeGoesBy.net (especially the comments! Great list of elderbloggers, too) – Eons – A Place for Mom
  28. 28. 7. Learn • Ask questions and get answers – Of industry colleagues – Of residents – Of prospective residents • Find metrics and benchmarks and best practices • Resources: – LinkedIn, Facebook, et al – Association platforms – SlideShare, blogs, more
  29. 29. 8. Build community • Start first by proving yourself a valuable member of existing communities • Share relevant news/resources
  30. 30. 8. Build community • Make it easy for your audiences to connect with each other – You provide the spark – They interact freely (unfiltered) • Spotlight contributors, influencers (in a genuine way)
  31. 31. 8. Build community – Engagement • Loss of message control • Involve your audience • Create a dialogue
  32. 32. 9. Make friends • Give. Give generously. Give frequently. – Of your time – Of your content – Of discounts & freebies – On your platforms – In comments on others’ platforms • Play match-maker for resources, partners, influencers • Make it easy for them to share your news
  33. 33. 10. Provide customer service - Monitor • Monitor for issues and quickly respond – The earlier you respond the more effective you can be • Respond to requests on and offline • Resources: – Google alerts, Twitter searches (Hootsuite, Co-Tweet)
  34. 34. 10. Improve customer service – Deliver?
  35. 35. 10. Improve customer service - Deliver • Use social networks to make relationships with prospects/targets feel more intimate • Fill seniors’ insatiable need for information by providing more details • Resources: – Twitter, Flickr – 1to1media.com
  36. 36. And … 11. Encourage user generated content 12. Run contests 13. Run a location-based promotion or implement a loyalty rewards system for staff, residents or prospects
  37. 37. Social Media: What You Must Do
  38. 38. Where to Start 1. Set simple policies to guide social engagement 2. Develop a strategic social media plan 3. Commit resources 4. Educate yourself 5. Face Reality
  39. 39. Face Reality • Even contagious messages die – 10% forward rate would be great • Reach and Frequency now cheap – The new challenge => Getting people’s attention
  40. 40. Face Reality • Brand messages are no longer in your control – If you invite users to upload photos … be prepared and welcoming of a bunch of old wrinkly people – Know how you’ll handle negative/off topic comments • It takes time and commitment
  41. 41. Baby Boomers and seniors still value a personal, direct, one-to-one feeling
  42. 42. You don't need a social media strategy – You need a brand strategy that leverages social media. Don't get off the brand strategy just because there's a new communications channel, that's how you lose the plot as a brand. Technology is the tail, not the dog. - Chris Kirubi, Coca Cola Nairobi
  43. 43. QUESTIONS? Todd Harff todd@creatingresults.com 703.494.7888 ext 13 Blog: maturemarketingmatters.com Web: CreatingResults.com Twitter @ToddHarff @CreatingResults everything mature consumers experience branding | marketing | web | pr | displays | advertising
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