How to Write For  and Engage the  50+ Marketplace Online Linda Sherman Eva Abreu
Part One Engaging the  50+ Marketplace: Content & Profiles Linda Sherman
Contact Linda Sherman Tel. 1-808-212-1860 Linda.Sherman at CourageGroup.com @LindaSherman  • @ KauaiTalk @ BoomerTechTalk ...
Boomers <ul><ul><li>Sandwich Generation </li></ul></ul><ul><ul><li>Question Authority </li></ul></ul><ul><ul><li>Change Ag...
Boomers <ul><li>“ Boomers right now may not be the early adopters, they are the really fast followers ”   </li></ul><ul><l...
Educated Early Boomer Men  From MMI Sept 2010
Boomers Family Lifestyles <ul><ul><li>78 million boomers 46 - 64 </li></ul></ul><ul><ul><li>36 million early boomers 55 - ...
Retired for Hire <ul><ul><li>6.2 million  </li></ul></ul><ul><ul><li>65+ working </li></ul></ul><ul><ul><li>full or part t...
Seniors <ul><ul><li>Universe of contemporaries thinning out </li></ul></ul><ul><ul><li>Technology  </li></ul></ul><ul><ul>...
Mobile
Social Networks
Age Groups: Blogs & Social Source: AARP Connected Living for Social Change: from Pew Research Jan 2011
Reaching the Press <ul><ul><li>The Press includes bloggers </li></ul></ul><ul><ul><li>Journalists Exchange on Aging (JEoA)...
Online Videos <ul><ul><li>55% 55-64 now watching on-line videos </li></ul></ul><ul><ul><li>December 2010 Pew Research </li...
Purchasing Power  From:  MMI  Early Boomers
Purchasing Power  Source: AARP white paper Apr 2011
Purchasing Power  Source: Scarborough Research Retired for Hire 2010
Online Usage by Age Group Source: AARP Connected Living for Social Change 2011
Tech Used by Retired for Hire Source: Scarborough Research Retire for Hire 2010
Angst <ul><ul><li>Empty nest </li></ul></ul><ul><ul><li>Loneliness </li></ul></ul><ul><ul><li>Retirement </li></ul></ul><u...
Topics - Finance <ul><ul><li>Financial Planning </li></ul></ul><ul><ul><li>Self </li></ul></ul><ul><ul><li>Caregiving </li...
Topics - Finance
Met Life Mature Market Institute
Met Life Mature Market Institute <ul><ul><li>Handling content for consumers, associations and marketers </li></ul></ul><ul...
Topics - Housing <ul><ul><li>Desire for Independent Living </li></ul></ul><ul><ul><li>Village Movement </li></ul></ul><ul>...
Topics - Caregiving <ul><ul><li>Stress </li></ul></ul><ul><ul><li>Tech </li></ul></ul><ul><ul><li>44 million caregivers   ...
Topics - Eldercare <ul><ul><li>Tech Help Desk </li></ul></ul><ul><ul><li>Elder Fraud </li></ul></ul><ul><ul><li>Housing </...
Topics: Reinventing Yourself overfiftyandoutofwork.com
Topics - Medical <ul><ul><li>Expert Information </li></ul></ul><ul><ul><li>Peer to Peer Information </li></ul></ul><ul><ul...
EmpowHer.com
EmpowHer.com <ul><li>“ EmpowHER is home to female health consumers on the Web - from those young 20-somethings to the boom...
Topics - Sex
Topics - Other <ul><ul><li>Travel </li></ul></ul><ul><ul><li>Pets </li></ul></ul><ul><ul><li>Gardening </li></ul></ul><ul>...
Resources <ul><li>AARP </li></ul><ul><li>BoomersinTheWild.com - Lori Bitter </li></ul><ul><li>CareGivingClub.com - Sherri ...
Special Thanks For Interviews: Vinton Cerf, Google Shelli Snelling, CareGivingClub.com Dr. Sandra Timmerman, Mature Market...
Contact Linda Sherman Tel. 1-808-212-1860 Linda.Sherman at CourageGroup.com @LindaSherman  • @ KauaiTalk @ BoomerTechTalk ...
Part Two Engaging the  50+ Marketplace: Case Studies Eva Abreu
Online Shopping InternetRetailer.com/trends/consumers
Adoption of Technology Karl Hartig’s Consumer Electronics Adoption Chart 1920-1998 KarlHartig.com/chart/techhouse
Online Learning OsherFoundation.org SeniorNet.org
Marketing to Seniors <ul><ul><li>Emphasize benefits of technology in daily living </li></ul></ul><ul><ul><li>Ergonomically...
<ul><li>Personal </li></ul><ul><li>Professional  </li></ul><ul><ul><ul><li>Business </li></ul></ul></ul><ul><ul><ul><li>Ca...
Case Study
Case Study
Case Study
Case Study <ul><ul><li>BoomerTechTalk.com </li></ul></ul>
Case Study
Case Study
Case Study
Contact Eva Abreu Tel. 1-877-708-0884 Email: Eva@EvaAbreu.com Twitter: @Eva_Abreu Web: NJSocialMedia.com
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BlogWorld BWENY 2011 50 Plus Market

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Writing For and Engaging the 50 Plus Marketplace Online BlogWorld East 2011 BWENY

If 50 plus consumers are of interest to your business, cause or study, you should find the slides here of value. I presented this content creation session at BlogWorld NYC in 2011.

I include this slideshow on my blog post: http://boomertechtalk.com/how-to-write-for-the-50-plus-online-marketplace/

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  • http://michaelrogers.com/
  • EmpowHER is home to female health consumers on the Web - from those young 20-somethings to the boomer audience and beyond. In fact, the fifty plus category is a significant portion of our monthly traffic to the site. We ensure that we have content specific to this crowd and the issues they face. Through our specific health content, community and advocacy resources, we aim to educate and empower women on their health and well-being at ANY age. Michelle King Robson, Founder, Chairperson and CEO of EmpowHER
  • EmpowHER is home to female health consumers on the Web - from those young 20-somethings to the boomer audience and beyond. In fact, the fifty plus category is a significant portion of our monthly traffic to the site. We ensure that we have content specific to this crowd and the issues they face. Through our specific health content, community and advocacy resources, we aim to educate and empower women on their health and well-being at ANY age. Michelle King Robson, Founder, Chairperson and CEO of EmpowHER
  • Making Connections Using Social Media
  • Reinventing yourself
  • Transcript of "BlogWorld BWENY 2011 50 Plus Market"

    1. 1. How to Write For and Engage the 50+ Marketplace Online Linda Sherman Eva Abreu
    2. 2. Part One Engaging the 50+ Marketplace: Content & Profiles Linda Sherman
    3. 3. Contact Linda Sherman Tel. 1-808-212-1860 Linda.Sherman at CourageGroup.com @LindaSherman • @ KauaiTalk @ BoomerTechTalk BoomerTechTalk .com KauaiMarketing .com ItsDifferent4Girls.com Gplus . to/LindaSherman Read my accompanying article
    4. 4. Boomers <ul><ul><li>Sandwich Generation </li></ul></ul><ul><ul><li>Question Authority </li></ul></ul><ul><ul><li>Change Agents </li></ul></ul>
    5. 5. Boomers <ul><li>“ Boomers right now may not be the early adopters, they are the really fast followers ” </li></ul><ul><li> - Michael Rogers </li></ul>
    6. 6. Educated Early Boomer Men From MMI Sept 2010
    7. 7. Boomers Family Lifestyles <ul><ul><li>78 million boomers 46 - 64 </li></ul></ul><ul><ul><li>36 million early boomers 55 - 64 </li></ul></ul><ul><ul><li>1.3 more women than men early boomers </li></ul></ul><ul><ul><li>28 million grandparents </li></ul></ul><ul><ul><li>34 million parents </li></ul></ul><ul><ul><li>25 million boomer singles </li></ul></ul>
    8. 8. Retired for Hire <ul><ul><li>6.2 million </li></ul></ul><ul><ul><li>65+ working </li></ul></ul><ul><ul><li>full or part time </li></ul></ul>Source: Scarborough Research Retired for Hire 2010
    9. 9. Seniors <ul><ul><li>Universe of contemporaries thinning out </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>GPS, Face Time </li></ul></ul>
    10. 10. Mobile
    11. 11. Social Networks
    12. 12. Age Groups: Blogs & Social Source: AARP Connected Living for Social Change: from Pew Research Jan 2011
    13. 13. Reaching the Press <ul><ul><li>The Press includes bloggers </li></ul></ul><ul><ul><li>Journalists Exchange on Aging (JEoA) </li></ul></ul><ul><ul><li>AllTop.com for blog list </li></ul></ul><ul><ul><li>Listorious for Twitter - microblogging </li></ul></ul><ul><ul><li>“ Turning Silver into Gold” - Mary Furlong </li></ul></ul>
    14. 14. Online Videos <ul><ul><li>55% 55-64 now watching on-line videos </li></ul></ul><ul><ul><li>December 2010 Pew Research </li></ul></ul><ul><ul><li>RL.TV </li></ul></ul>
    15. 15. Purchasing Power From: MMI Early Boomers
    16. 16. Purchasing Power Source: AARP white paper Apr 2011
    17. 17. Purchasing Power Source: Scarborough Research Retired for Hire 2010
    18. 18. Online Usage by Age Group Source: AARP Connected Living for Social Change 2011
    19. 19. Tech Used by Retired for Hire Source: Scarborough Research Retire for Hire 2010
    20. 20. Angst <ul><ul><li>Empty nest </li></ul></ul><ul><ul><li>Loneliness </li></ul></ul><ul><ul><li>Retirement </li></ul></ul><ul><ul><li>Eldercare </li></ul></ul><ul><ul><li>Asset Reduction </li></ul></ul><ul><ul><li>Tech </li></ul></ul><ul><ul><li>Sex </li></ul></ul>
    21. 21. Topics - Finance <ul><ul><li>Financial Planning </li></ul></ul><ul><ul><li>Self </li></ul></ul><ul><ul><li>Caregiving </li></ul></ul><ul><ul><li>Retirement </li></ul></ul><ul><ul><li>Assisted Living </li></ul></ul>
    22. 22. Topics - Finance
    23. 23. Met Life Mature Market Institute
    24. 24. Met Life Mature Market Institute <ul><ul><li>Handling content for consumers, associations and marketers </li></ul></ul><ul><ul><li>Staff gerontologists writing </li></ul></ul><ul><ul><li>Feeds to Facebook.com/MetLife </li></ul></ul><ul><ul><li>Incoming links: </li></ul></ul><ul><ul><li>National Alliance for Caregiving </li></ul></ul><ul><ul><li>Womens institute for secure retirement </li></ul></ul>
    25. 25. Topics - Housing <ul><ul><li>Desire for Independent Living </li></ul></ul><ul><ul><li>Village Movement </li></ul></ul><ul><ul><li>Assisted Living Info for Parents </li></ul></ul><ul><ul><li>Digitally Enabled </li></ul></ul>
    26. 26. Topics - Caregiving <ul><ul><li>Stress </li></ul></ul><ul><ul><li>Tech </li></ul></ul><ul><ul><li>44 million caregivers </li></ul></ul><ul><ul><li>CaregivingClub.com </li></ul></ul>
    27. 27. Topics - Eldercare <ul><ul><li>Tech Help Desk </li></ul></ul><ul><ul><li>Elder Fraud </li></ul></ul><ul><ul><li>Housing </li></ul></ul>
    28. 28. Topics: Reinventing Yourself overfiftyandoutofwork.com
    29. 29. Topics - Medical <ul><ul><li>Expert Information </li></ul></ul><ul><ul><li>Peer to Peer Information </li></ul></ul><ul><ul><li>Medical Advocacy </li></ul></ul>
    30. 30. EmpowHer.com
    31. 31. EmpowHer.com <ul><li>“ EmpowHER is home to female health consumers on the Web - from those young 20-somethings to the boomer audience and beyond. We ensure that we have content specific to fifty plus category and the issues they face. Through our specific health content, community and advocacy resources, we aim to educate and empower women on their health and well-being at ANY age.”  </li></ul><ul><li>Michelle King Robson, Founder, Chairperson and </li></ul><ul><li>CEO of EmpowHER </li></ul>
    32. 32. Topics - Sex
    33. 33. Topics - Other <ul><ul><li>Travel </li></ul></ul><ul><ul><li>Pets </li></ul></ul><ul><ul><li>Gardening </li></ul></ul><ul><ul><li>Arts </li></ul></ul><ul><ul><li>Eco </li></ul></ul><ul><ul><li>Philanthropy </li></ul></ul><ul><ul><li>Wine </li></ul></ul>
    34. 34. Resources <ul><li>AARP </li></ul><ul><li>BoomersinTheWild.com - Lori Bitter </li></ul><ul><li>CareGivingClub.com - Sherri Snelling </li></ul><ul><li>Internet Retailer </li></ul><ul><li>“ Turning Silver into Gold” - Mary Furlong </li></ul><ul><li>MetLife.com/mmi - Dr. Sandra Timmerman, Mature Market Institute </li></ul><ul><li>Osher Foundation </li></ul><ul><li>Pew Research </li></ul><ul><li>Purdue University Center on Aging </li></ul><ul><li>Scarborough Research </li></ul><ul><li>SeniorNet.org </li></ul><ul><li>“ They’re Your Parents Too!” - Francine Russo </li></ul><ul><li>“ Vibrant Nation, What Boomer Women Know, Think & Buy” - Stephen Reily </li></ul><ul><li>Vinton Cerf ,  VP Google </li></ul>
    35. 35. Special Thanks For Interviews: Vinton Cerf, Google Shelli Snelling, CareGivingClub.com Dr. Sandra Timmerman, Mature Market Institute Michelle Robson, EmpowHer For Providing Their Books: Th ey’re Your Parents Too! - Francine Russo Vi brant Nation, What Boomer Women Know, Think & Buy - Stephen Reily Tu rning Silver into Gold - Mary Furlong Special Thanks Rosa Mangiardi, Continuum Crew Public Relations
    36. 36. Contact Linda Sherman Tel. 1-808-212-1860 Linda.Sherman at CourageGroup.com @LindaSherman • @ KauaiTalk @ BoomerTechTalk BoomerTechTalk .com KauaiMarketing .com ItsDifferent4Girls.com Gplus . to/LindaSherman Read my accompanying article
    37. 37. Part Two Engaging the 50+ Marketplace: Case Studies Eva Abreu
    38. 38. Online Shopping InternetRetailer.com/trends/consumers
    39. 39. Adoption of Technology Karl Hartig’s Consumer Electronics Adoption Chart 1920-1998 KarlHartig.com/chart/techhouse
    40. 40. Online Learning OsherFoundation.org SeniorNet.org
    41. 41. Marketing to Seniors <ul><ul><li>Emphasize benefits of technology in daily living </li></ul></ul><ul><ul><li>Ergonomically-designed </li></ul></ul><ul><ul><li>Provide support services </li></ul></ul>Purdue University Center on Aging PurdueGerontology.com/center-on-aging
    42. 42. <ul><li>Personal </li></ul><ul><li>Professional </li></ul><ul><ul><ul><li>Business </li></ul></ul></ul><ul><ul><ul><li>Career </li></ul></ul></ul><ul><ul><ul><li>Organization </li></ul></ul></ul><ul><li>Personal + Professional </li></ul><ul><li>Information Sharers </li></ul><ul><li>Information Gatherers </li></ul>Types of Users
    43. 43. Case Study
    44. 44. Case Study
    45. 45. Case Study
    46. 46. Case Study <ul><ul><li>BoomerTechTalk.com </li></ul></ul>
    47. 47. Case Study
    48. 48. Case Study
    49. 49. Case Study
    50. 50. Contact Eva Abreu Tel. 1-877-708-0884 Email: Eva@EvaAbreu.com Twitter: @Eva_Abreu Web: NJSocialMedia.com

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