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Tammy Gordan, AARP


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Woodstock to Facebook: …

Woodstock to Facebook:

How to Engage the 50+ Online Boomers. They're the fastest growing population on Facebook. How are you talking to a 1/3 of America’s population? How are you activating their passion online? Learn where they are spending their tech time and how they differ from Gen Xers & Millennials.

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  • 1. Ac! 16A Closer Look, AARPTammy GordanSenior Advisor AARP
  • 2. From Woodstock to Facebook:What’s Next for Boomers &BeyondWhat’s Next ConferenceJanuary 24, 2011Tammy Gordon - • • • •
  • 3. Know Your Audience &Focus Your Priorities
  • 4. Never Stop LookingAhead…
  • 5. Establish, Staff & BrandYour Social Presence
  • 6. AARP FacebookScreen AARP
  • 7. AARP Youtube Screen AARP
  • 8. AARP Twitter Screen AARP
  • 9. AARP Mobile•  iPhone content and member card app •  Texterity iOS and digital newsstand apps •  Navigate product pages •  AARP partners’ print ads available in digital facsimiles of AARP Pubs with live web •  Play video clips links. Ads and sponsors on mobile apps. •  Ability to clip product pages • mobile landing pages •  Share by email, Twitter, Facebook •  Destination for mobile promotions and site traffic re-circulation •  Member card with barcode •  Join / renew •  Support for content display on feature phones. Access via Consumer Cellular phones •  Speed dial to the Member (Coming 2Q2011) 8 Contact Center
  • 10. Tech Channel
  • 11.
  • 12. Be Your Own Cheerleader
  • 13. AARP Success Story:Helping Haiti•  AARP’s biggest online fundraising effort. Ever. Over $1.255 million to help older victims of the earthquake in Haiti.•  Overnight with no marketing support, viral Facebook & Twitter from employees brought in $175,000. Reaching over 100,000 people per 50 tweets.•  To date, we have raised over $721,000 online compared to $34,000 from snail mail.•  Over 12,000 people have donated including more than 4,400 NEW donors.•  Coverage in New York Times, CNN, USA Today, Huffington Post and more. AARP 12
  • 14. AARP Success Story:Orlando@50+•  GOAL: Bring the experience to those at home and connect social attendees at the event•  SUPPORT: 6 staffers live tweeting/posting/filming/ blogging and 3 volunteer member bloggers•  RESULTS: more than 4.5 million social impressions across trackable platforms. Highlights included: •  Facebook: +28,000 fan page engagements •  Twitter: via #Orlando50 3.8 million impressions PLUS @kingsthings 1.7 million AARP 13
  • 15. Know What’s Next forYour Audience…
  • 16. AARPs Social Vision•  We aren’t just broadcasting to our members, we’relistening and engaging with them daily.•  Staff, volunteers, 3rd party advocates all act asbrand ambassadors, spokespersons.•  Delivering local, personalized content to memberson whatever device they choose to use.•  We let our members know about the hot newtechnology and why it matters to them AND makethem aware of scams, privacy issues.•  Members don’t seek deals & discounts, they aredelivered to them directly.•  Members don’t need to carry hard copy of theirAARP card. It’s an app on their phone. AARP 15
  • 17. AARP Road Map: 2011•  Continuing engaged social growth•  Further integrating with paid and earned media•  Implementing Facebook connect•  Unveil additional apps based around AARP franchises•  Establishing social tracking and analytics based around reach, activity & engagement•  Integrating member database, where possible•  Establishing social budget, staffing structure•  Deploy AARP content to connected TVs•  Exploring personalized, location-based member benefits and information delivery•  Growing training opportunities for staff members AARP 16
  • 18. Q&AWhat’s Next ConferenceTammy Gordon - • • • •