This document discusses strategies for marketing to older generations on social media. It notes that while over 50% of the UK workforce is made up of Gen Xers and Baby Boomers, they are less likely than younger people to create and share content online. The document recommends finding ways to create content from older customers' experiences and share it for them, such as by filming them and quoting them. It also suggests making social media more familiar for older users by mirroring traditional offline activities through things like advent calendars. The goal is to help older customers advocate for the company through social media platforms.

2. When Your Best
Advocates Think
‘Insta-Twit-Face’
is Funny!

3. 0%
5%
10%
15%
20%
25%
30%
35%
16-17 18-24 25-34 35-49 50-64 65+
Percentage of the UK Workforce Jan 2015
(ONS)
65%

4. © Statista 2016
50%

5. 50%

6. Advocacy
We’re in the very fortunate position
of having 97% of our customers say
they “would recommend Exodus to a
friend”.
But the reality is they don’t because:
• Exodus isn’t part of the brag
• They don’t create content

7. Psychographic v Demographic&

8. Sharing

9. Creators / Publishers
Source: Pew Research October Omnibus Survey, October 3-6, 2013. n=852 internet users ages 18+

10. Creators / Publishers
Source: Pew Research October Omnibus Survey, October 3-6, 2013. n=852 internet users ages 18+

11. So we film them

12. And we quote them

13. And we find ways to share
their stories

14. Or to help them evidence
their worldliness!

15. And we find
“traditional activities”
to engage them in…

16. Like An Advent Calendar

17. Like An Advent Calendar
FB
Advent
Calendar Dec-­‐15
Total
entries 33,729
Unique
views
(comp
app) 25,626
Total
Reach 137,552
Organic
reach 30,054
Paid
reach 107,498
Engagement
rate 24.50%
New
FB
page
likes 1,900
Shares 49
New
data 1,962

18. And Sponsorship

19. And
going
forward…

20. Looking at how we can do
the editing of our
customers’ videos

21. Looking at apps that make
sharing photo albums ultra
simple & slick

22. Working out how we can
make our reviews work
harder

23. In Summary
• There are a LOT of Gen Xs and Baby Boomers
around, and they make up 2/3 of the UK
workforce
• They are digitally savvy and on social
• They don’t curate or publish content like
younger folk. And even “sharing” is limited
So we need to:
• Find ways to create content from their
experience, and share it for them
• Make social feel familiar to them where you can
– echoing offline activities may help

24. Caption for over photo
Any questions?