Social Media & 50+ Web 2.0. It’s all about facilitating conversations. Are you? Lode | Broekman Marketing Advies ALPRO Marketing Forum De Panne, 20th May 2009

Agenda Introduction Me: online Everything 2.0 Well, how did we get here? Social Media Overview Cases Seniors & Internet Facts, figures, behavior Cases Future of Social Media

Introduction

Me: online

Everything 2.0

Well, how did we get here?

Social Media

Overview

Cases

Seniors & Internet

Facts, figures, behavior

Cases

Future of Social Media

Introducing: Lode Broekman Amsterdam (1965) Muiderberg (1996) Daan (2004) Asia (1993) Marketing (1987) Internetjunk Broekman Marketing Advies (2007) Interactive Marketing Social Networking Propaganda & Marketingfacts

Daily Internet

Daily Internet

Yesterday’s news? The Web enables fulfilment of the existing need to communicate without having to bother about time, place and distance. Broekman Marketing Advies |

The Web enables fulfilment of the existing need to communicate without having to bother about time, place and distance.

Consumers 2.0 “ The role of the consumer has changed from isolated to connected , from unaware to informed , from passive to active .” - CK Prahalad: The Future of Competition

Marketing 2.0 Role of brands changes “ Broadcaster” “ Facilitator”

OMD

The ways to share influence have exploded PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels

Web 2.0: Social Media

1. Publish Weblogs Wiki’s Podcasts Vodcasts

Weblogs

Wiki’s

Podcasts

Vodcasts

Weblogs: share whatever you want to share

Wikipedia: Alpro

Podcasts, Vodcasts, Streaming

2. Share Pictures Movies Music Knowledge Slideshare Social Bookmarking Tasks/Projects

Pictures

Movies

Music

Knowledge

Slideshare

Social Bookmarking

Tasks/Projects

Flickr: 3,000,000,000+ pics

Youtube: 2 nd largest search engine worldwide based on search queries

Slideshare

Social Bookmarking: del.icio.us

3. Discuss

Let them work for you 

4. Social Networking Groups of individual users of online services who voluntarily share information with like minded people on common passions, interests or circumstances. Broekman Marketing Advies |

Groups of individual users of online services who voluntarily share information with like minded people on common passions, interests or circumstances.

Different types of Social Networks SOCIAL FUNCTIONAL BROADCASTING PARTICIPATING Sources: Digital World (HH) & FD Plaxo SimplyHire Friendfeed, SecondBrain del.icio.us Twitter Epernicus.com, AdGabber.com, INmobile.org, Meettheboss.com Social Communities Facebook, Friendster, Hyves, Netlog, MySpace Practical Communities Flickr, Youtube, Blogger Netwerk Communities LinkedIn, Xing, Ecademy Cohesion Communities Wikipedia, TechCrunch, Alumni Networks

What do you do in a social netwerk? Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 40% Watched a video: 55% Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial): 51% Read a blog or journal: 47% Listened to music: 53% Send a friend/connection request: 59% Searched for someone that I used to know: 65% Looked at profiles of people I didn’t know: 70% Posted/updated my profile: 79% Sent a message to someone: 86% See what my friends are up to: Frequency Activity

Facebook usage per age

ThirdAge.com

Alpro on Netlog

Alpro on Facebook

5. Microblogging Presence Twitter (Jaiku) TripIt / Google Latitude Updates: Facebook, Plaxo, MySpace, LinkedIn, Friendfeed etc.

Presence

Twitter (Jaiku)

TripIt / Google Latitude

Updates: Facebook, Plaxo, MySpace, LinkedIn, Friendfeed etc.

Twitter

Twitter search: Alpro

6. Virtual worlds & Gaming

Web 2.0

Multi Social Network Syndrome

Best Practise: Obamarketing

Online needs offline

Marketing to Seniors Target groups don’t excist … Users do!

Target groups don’t excist …

Users do!

Facts and figures: 50+ is not just 50+

The heat is on

Are Seniors Disregarded Online?

Facts and figures: The Netherlands 74% of 50+ is online Of these people, 22% (869,000) is a member of at least 1 social network Hyves MySpace Facebook

74% of 50+ is online

Of these people, 22% (869,000) is a member of at least 1 social network

Hyves

MySpace

Facebook

Facts and figures: Other 93% of 50+ online in UK knows Facebook, 90% knows MySpace, 40% (!) is member of a social network 30% of Belgian 50+ online (374.000) is a member of at least 1 social network. Facebook 47% (known) 14% (member) Netlog 22%

93% of 50+ online in UK knows Facebook, 90% knows MySpace, 40% (!) is member of a social network

30% of Belgian 50+ online (374.000) is a member of at least 1 social network.

Facebook 47% (known) 14% (member)

Netlog 22%

Behavior (US)

Behavior (Europe) 40% of babyboomers reads content in social media 10% posts in fora, reviews or ratings 10% uploads its own content (blogging, YouTube)

40% of babyboomers reads content in social media

10% posts in fora, reviews or ratings

10% uploads its own content (blogging, YouTube)

Behavior compared to young adults

Behavior. So … Users 50+ are online news junkies. 42% of those 50+ check the Internet for news daily or several times a day, compared to 18% of users under 20. They love their online communities. Those 50+ report extensive involvement in their communities: 58% log in to their online community daily or several times a day, compared to 47% of those under 20 years of age. A significant number have increased their social activism. Participation in online communities has increased social activism for 30% of members 50 and older, compared to 29% who are under the age of 20. (Presidential candidates take note!) They’re maintaining social relationships online. Among users under 50 years of age, 46% said the internet is important or very important in maintaining their social relationships – identical to those over 70. Over 70!

Users 50+ are online news junkies. 42% of those 50+ check the Internet for news daily or several times a day, compared to 18% of users under 20.

They love their online communities. Those 50+ report extensive involvement in their communities: 58% log in to their online community daily or several times a day, compared to 47% of those under 20 years of age.

A significant number have increased their social activism. Participation in online communities has increased social activism for 30% of members 50 and older, compared to 29% who are under the age of 20. (Presidential candidates take note!)

They’re maintaining social relationships online. Among users under 50 years of age, 46% said the internet is important or very important in maintaining their social relationships – identical to those over 70. Over 70!

Online Marketing to Seniors Focus on lifestyle, not on age! Topics Travel Health Finance Law Government Interact. Do: Polls Surveys Sampling “ Win!” Coupons

Focus on lifestyle, not on age!

Topics

Travel

Health

Finance

Law

Government

Interact. Do:

Polls

Surveys

Sampling

“ Win!”

Coupons

Case: Plusonline.nl

Case: Plusonline.nl Leading Seniors magazine (250,000 subs) 1.8 million pageviews per month Weekly newsletter 110,000 addresses (70% non magazine subs) 55,000 near complete profiles Open rate 40%

Leading Seniors magazine (250,000 subs)

1.8 million pageviews per month

Weekly newsletter

110,000 addresses (70% non magazine subs)

55,000 near complete profiles

Open rate 40%

Usability: keep this in mind Visuals. Visuals. Visuals. Navigation made easy Distinguish between visited and unvisited links Use static user interface widgets and designs that do not require pixel perfect pointing Larger font sizes Source: Jakob Nielsen, useit.com

Visuals. Visuals. Visuals.

Navigation made easy

Distinguish between visited and unvisited links

Use static user interface widgets and designs that do not require pixel perfect pointing

Larger font sizes

Usability case: Seniorweb.nl

Case: Feierabend.de

Case: Platinnetz.de

Forum

Let’s look forward, shall we?

Future of Advertising

Future of Web (3.0) 1.0 -> 2.0: Social internet 2.0 -> 3.0: Smarter internet’

1.0 -> 2.0:

Social internet

2.0 -> 3.0:

Smarter internet’

The Future Internet world : BRIC Broekman Marketing Advies |

The Future Internet world : BRIC

Future of Social Media

The Future by Jeremiah Owyang (Forrester, May 2009) Today’s social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising. IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate. Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products .

Today’s social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising.

IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate.

Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products .

Future of Communities Defriending

Future of Mobile Internet

Let’s not forget … today or tomorrow … It’s not just technology … It’s about people and their needs.

Any questions? ???

Thank you!

Broekman Marketing Advies Graaf Florislaan 9 Lode Broekman 1399 VL Muiderberg M +31 (0)6 811 32 975 [email_address] www.broekmanmarketingadvies.nl Broekman Marketing Advies