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Social Media: Is There ROI for Senior Living?

by GlynnDevins Advertising & Marketing on Aug 15, 2011

1,792 views

Randy Eilts, Director of Public Relations for GlynnDevins presents Social Media: Is There ROI for Senior Living?

Randy Eilts, Director of Public Relations for GlynnDevins presents Social Media: Is There ROI for Senior Living?

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Good morning. Thank you for joining us for the webinar on Social Media, Is There Return on Investment for Senior Living. We will go through the presentation--- if you have questions, please feel free to type them in. We can address them as we’re moving along or hold and wait until the end to make sure we get all of your questions answered.
I’m Randy Eilts, the director of public relations here at GlynnDevins. As a quick introduction, I’ve been with GlynnDevins seven and a half years and have been in the field of communications for more than 27 years. As you all know, so much has changed over the years when it comes to how we do communicate with our various audiences.Just in the field of public relations--- used to be that you would make dozens of copies of news releases, then spend a day stuffing envelopes and getting them off to the post office. Today, you email releases, post them on web sites and utilize services for distribution in order to boost search engine optimization.And, of course, there is the world of social media. More and more senior living communities are already using it or seriously considering if they should dive in as well.
There are a variety of social media tools out there and senior living organizations/communities are using all of them in some fashion.From Facebook and Twitter to Flickr, Blogs, YouTube and LinkedIn.As you utilize the various tools, there should be some sort of a strategy in place as to why you’re participating. What is it that you want to get out of social media?
This was a conference I attended recently about Facebook. Public relations professionals from across the country gathered to share information about what is working for their companies on Facebook. Very informative and served as a great reminder that FB is still very young and evolving as more and more people use it to create awareness and build relationships with their brand followers.
Poll questions
There are obvious reasons why social media can help in the marketing mix….Your social media presence helps in generating additional awareness for your community/organization; better brand awarenessProvided you an opportunity to build relationshipsGives you a chance to find out what people are talking about; find topics of interesting to help in building the relationshipsBroader reach than those receiving marketing materials through targeted direct mail, etc.Point people to your community/organization websiteUse it as a recruiting toolCommunity relationsBoost SEO which helps in search rankings
There are obvious reasons why social media can help in the marketing mix….Your social media presence helps in generating additional awareness for your community/organization; better brand awarenessProvided you an opportunity to build relationshipsGives you a chance to find out what people are talking about; find topics of interesting to help in building the relationshipsBroader reach than those receiving marketing materials through targeted direct mail, etc.Point people to your community/organization websiteUse it as a recruiting toolCommunity relationsBoost SEO which helps in search rankings
When you look at research conducted to gage who is using social media, you’ll find the largest increases are in the 50+ category. These figures are only through 2010 but give a good indication that for senior living communities, when online, most often we’re initially communicating with the adult child influencers--- and gradually beginning to see more and more in the 65+ category.
When you take a closer look at the statistics--- one in four older adults age 65+ who are online ARE using social media. That number is up 100% from a year ago when that research was conducted. This information was released in August of 2010--- and I suspect there will be an update on this in the coming weeks.In this particular screenshot, this is a friend of mine who lives in San Antonio. She’s 69 years old and among the growing trend of users out there.
In order to measure the impact or return on what you get out of social media, it is important to first establish some goals. Be realistic…You will discover over time that your efforts are returning value for little expense to enhance your marketing outreach.
Identify which metrics you would like to measure---It could be the number of followers, the amount and quality of commentsRatings on blog posts; number of those who like itClick through rate to your websiteAre they converting to leave behind information?Of those who follow you, are they just gawkers or actually contributingHow much time are they spending on the sight?Are you getting positive/negative feedback?I’m often asked the question--- bottom line: Am I going to see a significant number of leads that ultimately result in move-ins? I’d say, the answer to that is no--- the world of senior living and social media is not there yet. BUT, in reality, senior living is in the beginning stages of utilizing this medium.Let’s go through some examples of how to can at least see that your efforts are beginning to pay off in terms of awareness, etc.
Engaging your followers is key--- are you getting positive comments? Are people giving you the “thumbs up” from your posts? This is all considered measurable and able to be tracked on the Facebook Insights.Have a goal in mind--- when I post something, is it relevant to those following me? Are they likely to respond? Does it make people want to comment?
In addition to actually seeing the number of people watching, you can also track the number of people who subscribe to your channel. They’re sent emails when a new video is added.
The number of views is aggregated over a period of time. When you do post a video, do you know how people got there? Who is watching? Where are they?
The behind the scenes analytics for YouTube is called Insight---- this is where you can obtain information to understand more about the results of posting videos; who is looking, where are they, and the demographics. Are your videos being watched by the right audience?
Finding out where the viewers are coming from is a good idea too. In this case, an e-newsletter was emailed to a list of leads/prospects…. The timeframe indicates an immediate viewing of the video following the blast and a smaller viewership when the e-newsletter was redistributed about a week later following the 4th of July holiday.
Providence Life Services in the Chicago area has Facebook pages for all of their communities. They wanted to increase traffic on their sites by adding the activities calendar. So they incorporated the calendar on the page and then took a look at the analytics the month before the calendar was added.
The organization added a view and download our monthly activities function to the Facebook page---- in doing so, you’re able to get a calendar for either IL or AL.
As a result of posting the activity calendar, they increased the number of people who liked them in one month by 63 %; in this case, they wanted to increase activity on their page and the number of viewers. The tactic worked and helps in continuing to solidify relationships with the residents and also the others who are gaining insight into activity and the lifestyle at the community.
One easy measuring tool when first getting started is building the number of followers or those who “like” your community.Simply establish a goal---- I want to have 150 followers within a one month.How will you get there?
Here is an example. To help build the number of followers, we ran a promotion that stated Redstone would donate $5 for each of the next 100 new friends who liked our page.We established a $1,500 budget to run a Facebook ad in the San Gabriel Valley. We indicated we wouldn’t spend more than $50 per day---
The campaign to increase the number of followers has been very successful….In one monththe amount of activity was increased pretty dramatically for a senior living community.
We started out with 43 people who liked the page. As of two weeks ago, Redstone now has 196 people who like them.SO--- who are those people?Again, its part of looking at who Redstone is communicating to via social media.
We started out with 43 people who liked the page. In one month of the promotion, Redstone now has 196 people who like them.SO--- who are those people?Again, its part of looking at who Redstone is communicating to via social media.
73.8percent of those following the Facebook page are 45 years and older---- that means we are talking to adult influencers and also potential prospects.Unfortunately, Facebook doesn’t break down the demographics beyond 55+.
You have the ability to look at how your ad if performing and seeing the increase in activity, the potential reach, and the number of connections your getting as a result.
Another very measurable tool regarding effectiveness of social media or perhaps growing impact is tracking how many people are being referred from the Facebook page to the community website. This is easily tracked by inbound links through analytics.
Facebook inbound traffic included nine visits--- but, interesting to note that the average time spent on the web site was nearly 6-minutes and close to double the amount of time from other the average site visit. These are quality visits on the web site.
In the first 10 months of the Facebook page, it came in the top ten as a referring site to the community website.
Utilizing new media---not only posting videos from YouTube on the that site, but also for the community web site and as content in marketing e-newsletter
Social media news releases are starting to become more important and are a good way to enhance marketing efforts for senior living communities/organizations. Uses video content, photos, links to various components of website, etc.
Using social media does bring value to an organization or community. It is really important to learn more about that value by measuring for results. Building relationships is an intangible thing, but you know what you’ve got the support of brand advocates out there. Our organization is beginning to aggregate data so that we can learn more about the people who are “liking or following” senior living communities. We want to know more than just how old they are. What is making them become of friend of the community? In using social media, you are demonstrating that you are getting ahead of the changing way to communicate. It is not a matter of if this technology will be a mainstay in the marketing mix, it is now a matter of when will it become all that we do? By being in the mix now, you won’t be left behind and trying to catch up with others.GlynnDevins is here to help oranizations and communities understand more about how they can make social media work for them.

Social Media: Is There ROI for Senior Living? — Presentation Transcript

Social Media: Is There ROI for Senior Living?
Randy Eilts
Director of Public Relations
Just Back From Conference
SOCIAL
MEDIA
POLL
Why Use Social Media Anyway?
Create Awareness & Brand Recognition
Engage with Online Community
Listen to What People are Saying
Develop a Broader Reach of Leads/Prospects
Why Use Social Media Anyway?
- Increase Website Traffic
- Promote Career Opportunities
- Build & Enhance Local Partnerships
- Boost SEO Naturally
Are Older Adults Using Social Media?
One in four users age 65+ now use social media: 26%
(Source: Pew Internet Research; May 2010)
Measuring ROI/Value
Identify Your Metrics
- Number of followers
- Engagement from comments, posts, retweets, etc.
- Click-through rate (CTR)
- Percent of active contributors
- Time spent on site
- Number of views
Engagement
Track Your Views
Track Your Views
Where Are The Viewers Coming From?
Identify Your Metrics
How many people like you today?
How many would you like to gain over X period of time?
Results?
Results?
Facebook Ad $1,500
Donation $ 500
Staff Time $2,000
Total $4,000
$4,000/150 = $26.67
Who are Our “Likers”
45-54
38 %
55+
35.8 %
A Look at the Analytics
Social Media = Web Visits
Referrals to Web Site
Referrals to Web Site
9.
Content Repurposing
New Media Impacts
Public Relations
Is There a ROI for Senior Living?
Value Delivered
Measure to Evaluate Results
Building Relationships/Intangible
Brand Advocates
GD Aggregating Data
Demonstrate leadership/being cutting edge
Thank You!Randy Eiltsreilts@glynndevins.comhttp://www.linkedin.com/pub/randy-eilts/5/228/3