       Note: Please join us in New Orleans on Thursday, November 29 at                   TAKE AWAYS—ACTION ITEMS       4...
       Benefits of Social Marketing                                          TAKE AWAYS—ACTION ITEMS       #1: Increase ...
       Case Study: North Hill                                                  TAKE AWAYS—ACTION ITEMS       Situation: ...
       Case Study: North Hill                                            TAKE AWAYS—ACTION ITEMS       Step 1: Set Str...
       Case Study: North Hill                                                       TAKE AWAYS—ACTION ITEMS       Step...
       How To ...                                                                  TAKE AWAYS—ACTION ITEMS            ...
       Additional Resources                                                TAKE AWAYS—ACTION ITEMS       eBook: http:/...
       Biography:       ERIN READ RUDDICK, Client Services Director,       Creating Results - Strategic Marketing       ...
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The Ins and Outs of Social Media

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Think social media is just Facebook? Think again!

With over 200 well-known networks dominating social media, learn the ins and outs of how to utilize these outlets to motivate your 50+ consumer.

For further information on social media, check out our webinar at http://www.creatingresults.com/index.cfm/article/display/stub/webinar-social-media-for-retirement-communities.

Author Erin Read. Originally presented to the International Council on Active Aging, November 2012.

Published in: Business
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Transcript of "The Ins and Outs of Social Media"

  1. 1.  Note: Please join us in New Orleans on Thursday, November 29 at TAKE AWAYS—ACTION ITEMS 4:30pm to see examples and best practices from senior living/senior communities, plus the full case study with detailed results. ____________________________________ ____________________________________ More Than Just Facebook Social media—More than just Facebook ____________________________________ More than 200 well-known networks, hundreds more small ones “Social Media Revolution” http://youtu.be/ZQzsQkMFgHE ____________________________________ Use by active aging adults on the rise ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________  Social sharing tools also important  Most commonly used by 40+: email a friend, YouTube, ____________________________________ voting/ranking and blogs  Email itself seen as a social tool among the older olds©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012 1 Erin Read Ruddick - erin@CreatingResults.com
  2. 2.  Benefits of Social Marketing TAKE AWAYS—ACTION ITEMS #1: Increase awareness ____________________________________  Branding, name recognition  Lift and substitute for traditional advertising  Drive traffic ____________________________________  Drive web traffic ____________________________________ Other benefits:  Monitor, recruit, provide customer service ____________________________________  Listen/learn ____________________________________ Challenges:  Customer desires/expectations for social networking not aligned with ____________________________________ marketers’ desires/expectations  Marketers jumping in or pursuing the “new shiny” — no strategy, no ____________________________________ plan, no measurable goals ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012 2 Erin Read Ruddick - erin@CreatingResults.com
  3. 3.  Case Study: North Hill TAKE AWAYS—ACTION ITEMS Situation: ____________________________________ 28-year-old CCRC west of Boston National innovator, local leader Now facing occupancy challenges ____________________________________ and perception of senior living community within the local market ____________________________________ as stuffy due to somewhat dated messaging and imagery ____________________________________ Solution:: ____________________________________ True North—largest initiative in community history, more than $100 million in new/expanded amenities, programs, employees ____________________________________ Integrated marketing program including social media marketing ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012 3 Erin Read Ruddick - erin@CreatingResults.com
  4. 4.  Case Study: North Hill TAKE AWAYS—ACTION ITEMS Step 1: Set Strategy and Goals ____________________________________ Audiences Strategic Approach ____________________________________ Measurable goals ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ Step 2: Structure and introduce to team members ____________________________________ Social media guidelines ____________________________________ Friendraising action plan Content Calendar ____________________________________ Kick-off©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012 4 Erin Read Ruddick - erin@CreatingResults.com
  5. 5.  Case Study: North Hill TAKE AWAYS—ACTION ITEMS Step 3: Gain trust and participation of team members ____________________________________ Detailed expectations and roles Making sharing/ contributing easy ____________________________________ Step 4: Monitor, Measure, Make Adjustments ____________________________________ Every major social network offers built-in analytics http://www.slideshare.net/CreatingResults/follow- ____________________________________ theleadericaasharing Apply insights to mix of and on various channels ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ Results: ____________________________________  Detailed results by channel (Facebook, Twitter, LinkedIn, YouTube, blog and website) will be featured in presentation at the ICAA ____________________________________ meeting in New Orleans.©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012 5 Erin Read Ruddick - erin@CreatingResults.com
  6. 6.  How To ... TAKE AWAYS—ACTION ITEMS  Determine scale of efforts—not all or nothing; view activity as a ____________________________________ ladder with each step requiring greater investment of time/money ____________________________________ ____________________________________ ____________________________________  Commitment of internal resources is critical ____________________________________  Many free tools for managing and monitoring your program— Google Alerts, HootSuite are two favorites of ours ____________________________________ _______________________________________________________ ____________________________________ 5 Critical Components  Pick the right channels ____________________________________  Consider what your social audience wants  Get committed ____________________________________  Get action-oriented  Measure ____________________________________ ____________________________________ ____________________________________ ____________________________________©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012 6 Erin Read Ruddick - erin@CreatingResults.com
  7. 7.  Additional Resources TAKE AWAYS—ACTION ITEMS eBook: http://www.creatingresults.com/SocialSilverSurfers ____________________________________ Infographic: http://www.creatingresults.com/what-people-do- online-infographic-by-age ____________________________________ Mashable.com, Alexa / Quantcast (indicate demographics of various websites) ____________________________________ Social Media Survival Guide , Social Media Cheat Sheet—http:// slideshare.net/CreatingResults ____________________________________ MarketingProfs CopyBlogger ____________________________________ SocialMediaToday.com http://pewinternet.org/Reports/2010/Older-Adults-and-Social- ____________________________________ Media.aspx Briansolis.com ____________________________________ Blog: www.maturemarketingmatters.com ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________ ____________________________________©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012 7 Erin Read Ruddick - erin@CreatingResults.com
  8. 8.  Biography: ERIN READ RUDDICK, Client Services Director, Creating Results - Strategic Marketing Erin Read Ruddick spent her career in public relations and marketing prior to joining Creating Results in 2005. She helped the agency to launch their New England office and to establish an international reputation as experts in marketing to Baby Boomers and beyond. Erin is the “Dean” of Creating Results’ in-house training program, the Mature Marketing Academy (featured in the Christian Science Monitor). Erin writes, researches and has addressed regional, national and international audiences about generational marketing. Erin is the co- author of two national studies and eBooks -- Photo Finish and Social, Silver Surfers -- which have been featured in Selling to Seniors, the Journal on Active Aging, BrandWeek and other industry publications. She’s the principal blogger for www.MatureMarketingMatters.com. You also can find her on Twitter sharing tips and insights via @CreatingResults. At Creating Results, Erin contributes to the planning and implementation of integrated online/offline marketing programs. She spearheads PR and online marketing (web, email and social media marketing) for clients in senior living and other industries. She assisted Tufts Universitys Gift Planning Office with efforts to track and improve marketing effectiveness across channels, and led branding and strategic marketing planning for The Village of Valemount (British Columbia). The Valemount logo system won a 2009 National Mature Media Award. Erin graduated cum laude from Colgate University with a dual major in International Relations and Spanish, receiving honors in Spanish. Ms. Read Ruddick can be reached at 401.289.2500 ext 7005 or at erin@creatingresults.com.©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012 8 Erin Read Ruddick - erin@CreatingResults.com

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