VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results...
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What seniors want from online marketing and social media.VANHA 2013

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What do seniors want from online marketing and social media? Get new data and actionable insights in this set of handouts from a presentation at the VANHA 2013 annual meeting.

Learn more about online marketing and seniors by subscribing to our blog: http://www.MatureMarketingMatters.com

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What seniors want from online marketing and social media.VANHA 2013

  1. 1. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC1TAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Seniors are Online—andSpending In 2012, for first time, more than 1/2 of 65+ Americans usingwebSocial, Silver Surfers National study of 800+ Internet users over 40 Update of 2010 research (http://bit.ly/SocialSilverSurfers) Offline intercept studies at locations attracting active adults;online polling Examine web and social media usage patterns, attitudes Results to be released in July 2013—VANHA the first senior livingaudience to see new, preliminary data in May 2013WebCategories of Websites Visited Lifestage strongly influences where people spend time on the webCATEGORY POPULAR WITHResearch, ReferenceHealth, Medical, Wellness 47% of 65-74 year olds, 49%of 75+ 59% of 55-64 year oldsWeatherTravelShoppingNews71% of 65-74, 60% of 75+69% of 65-74, 58% of 75+69% of 65-74, 58% of 75+78% of 65-74, 71% of 75+
  2. 2. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC2TAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Use of Web in MoveJourneyUse in Move Journey Use of Directories by Leading Edge Boomers, 75+ has increasedsince 2010 Use of Community Websites by Silent Generation and 75+ hasdecreased since 2010 For marketing senior living, see diminishing ROI with Social Media(cited by 6% of 65-74 year olds, 0% of 55-64 year olds and 75+),Craigslist (used by 18% of 65-74 year olds, 0% of 75+) and RealtorWebsites (41% of 65-74 year olds, 14% of 75+). Actions taken on Community Websites: Most users Print Information, Fill Out Forms, Use InternalSearch Fewest users Share Information with a Friend, or Like/Follow/Pin
  3. 3. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC3TAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________WebUse in Move Journey While use of Community Websites has decreased slightly, butimportance has grown Rejected a community based on website alone:Top Housing Website Pet Peeves All Ages Requires registration to get information Hard to figure out where to go on site Hard to find contact information Requires download of special applications Site is slow Older Age Groups Don’t say what price is (56% of 65-74 year olds, 71% of75+) Floor plans illegible or incomplete (33% of 55-64, 25% of65-74, 43% of 75+)
  4. 4. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC4TAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________WebPrivacy Concerns All ages concernedabout safety/security ofonline forms Be sure to includeobvious, easy-to-understand privacypolicies on your websiteFavorite Features Top features from 2010 research remain popular with all ages Printer Friendly Pages Internal Search Tools Easy Navigation Games, Links to Other Sites/Information more popular with oldercohorts Text re-sizing decreased in popularity for all ages since 2012, stillappreciated by more than 20% of seniors over 65
  5. 5. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC5TAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Social MediaUse of Social by Older Age Groups Still not used a high percentage of seniors but we are seeingexciting growth and opportunitiesMore than just FacebookMore than 200 well-known networks, hundreds more small ones“Social Media Revolution” http://www.youtube.com/watch?v=QUCfFcchw1wSocial sharing tools also important—Those most commonly used by40+: Email a friend YouTube CommentsReported use of User Reviews and Comments by all ages increasedsince 2010Youngest age group most fond of commentsOldest age group strongly favors Email
  6. 6. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC6TAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Social MediaLevel of Social Networking ActivityUse by active aging adults on the rise, BUT1/3 of our 65+ respondents and nearly 1/2 of our 75+ respondentsaren’t using social at all (in line with other national research)Top Online Social Networks for SeniorsFacebook.(For details, see http://knowledge.creatingresults.com/2013/02/19/us-social-network-users-by-age-group-new-statistics-from-pew/)
  7. 7. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC7Why Marketers Use Social#1: Increase awareness / Generate Leads Branding, name recognition Lift and substitute for traditional advertising Drive traffic Drive web trafficOther benefits: Monitor, recruit, provide customer service Listen/learn Improve relationships with stakeholders Find vendors, sources, partners Find inspirationChallenges: Customer desires/expectations for social networking not aligned withmarketers’ desires/expectations Marketers jumping in or pursuing the “new shiny” — no strategy, noplan, no measurable goalsWhy Seniors Use SocialTo Connect with Offline Networks of Family/FriendsNOT to Connect with BrandsQ: Do you want to be a brand’s friend/follower/fan?TAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  8. 8. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC8Case Study: North HillSituation:28-year-old CCRC west of BostonNational innovator, local leaderNow facing occupancy challenges and perception of senior livingcommunity within the local market as stuffy due to somewhat datedmessaging and imagerySolution:True North—largest initiative incommunity history, more than $100 million in new/expandedamenities, programs, employeesIntegrated marketing program including social media marketingTAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  9. 9. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC9Case Study: North HillStep 1: Set Strategy and GoalsAudiencesStrategic Approach—part of an integrated programMeasurable goals (specific to each platform)Step 2: Structure and introduce to team membersSocial media guidelines—make roles and commitmentclearFriendraising action planContent CalendarKick-offTAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  10. 10. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC10Case Study: North Hill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Apply insights to mix of and on various channels(Details / how-to in presentation atwww.CreatingResults.com/VANHA)Results: Detailed results by channel can be found in case study at http://www.CreatingResults.com/VANHATAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  11. 11. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC11Critical Components ... Pick the right channels for your audiences Determine scale of efforts—not all or nothing; view activity as aladder with each step requiring greater investment of time/money Get action-oriented MeasureAdditional Resources2010 eBook: http://www.creatingresults.com/SocialSilverSurfers2013 eBook: Request at http://www.CreatingResults.com/VANHAInfographic: http://www.creatingresults.com/what-people-do-online-infographic-by-ageMashable.com, Alexa / Quantcast (indicate demographics ofvarious 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Blog: www.maturemarketingmatters.comTAKE AWAYS—ACTION ITEMS____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
  12. 12. VANHA | MAY 24, 2013Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com©2013 Creating Results. LLC12Biography:KATHY EAST—VICE PRESIDENT, CLIENT SERVICESWith more than 30 years of industry experience, Kathy East is a true real estate and senior livingmarketing expert. Kathy’s in-depth knowledge of land planning and development issues, and herproven track record in marketing and strategic planning, makes her a valuable asset to CreatingResults and its senior living clients.She is a quick study, analyzing a situation and finding creative solutions. Experience from both the“client” side and the “agency” side gives her a greater understanding of what is important to ourclients and how we can make their jobs easier and help their business achieve its goals.With a B. S. degree in Urban Planning she began her career working for local governments incommunity development and comprehensive planning. She has worked in private industry, developing feasibility andpositioning studies for proposed residential developments throughout the Washington, DC metropolitan area. Shemanaged the marketing for Reston and Broadlands, considered by the industry to be among the best master-plannedcommunities in the Washington, DC metropolitan area, and later for all of Mobil’s communities across the nation.Ms. East holds a Master’s in Public Administration from the University of Southern California. She is a Master in ResidentialMarketing (MIRM), serves on the board of directors of the Washington Metropolitan Sales and Marketing Council, and isVice Chair of the Greater Washington 50+ Housing Council.Ms. East can be reached at 703.494.7888 ext 11 or at kathy@creatingresults.com..TODD HARFF—PRESIDENTTodd Harff leads a talented team of marketing, public relations and advertising professionals thathas marketed 99 age-qualified communities in 14 states during the last 20 years. Todd and histeam are work with a variety of CCRCs looking to increase occupancy.NAHB’s University of Housing hired Mr. Harff to develop the day-long course: “Marketing toActive Adults.” Creating Results clients have been honored with dozens of awards from theNational 50+ Housing Council, the National Sales and Marketing Council and Mature Mediaawards.Creating Results regularly conducts research to better understand and influence mature consumers. Todd’s insights havebeen featured in Brand Week, Ad Age, Marketing Charts, The Wall Street Journal and Marketing Sherpa. He also shareshis thoughts through the agency’s blog, www.MatureMarketingMatters.com. Mr. Harff has contributed to Sales andMarketing News, 50+ Magazine, Selling to Seniors, Housing to Seniors, 50+ Housing News, Nations 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, The International Builders Show, and other national conferences.Since 2006, Todd has been featured by 50+ Builder as one of the top 50 experts in the country. Mr. Harff earned an MBAwith honors from Georgetown University and graduated cum laude from Colgate University (BA).Mr. Harff can be reached at 703.494.7888 est 13 or at todd@creatingresults.com.

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