How retirement homes can use social media to aid in marketing and communications

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Not many retirement homes, nursing homes or senior care providers are using social media and communities to interact with and build their reputation online. There is a HUGE opportunity out there. This …

Not many retirement homes, nursing homes or senior care providers are using social media and communities to interact with and build their reputation online. There is a HUGE opportunity out there. This presentation outlines the value of online networks, how to build an online communications strategy and features two important case studies from top retirement homes using social media.

Originally presented by Eden Spodek for the Comfort Life Marketing Academy Lunch & Learn in Toronto, April 8, 2014.

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  • 1. Online Marketing for Retirement Communities Digital Communications Strategist April 8, 2014 Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 2. Online Marketing for Retirement Communities •  Digital Communications Strategist •  Instructor at U of T SCS Digital Strategy Certificate •  25 years in communications and marketing, including •  19 years in digital •  Launched first online community in 2001 •  Ran PodCamp Toronto (5 years) •  Blogger since 2006 •  Variety industries, agency and client-side Introducing Eden Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 3. Online Marketing for Retirement Communities •  Internet Usage in Canada •  Online Community Building •  Reputation and Trust •  Retirement Communities Using Social Media •  Paid, Earned, Sponsored and Owned Content Agenda Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 4. Online Marketing for Retirement Communities Internet Usage in Canada Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 5. Online Marketing for Retirement Communities 82% of Canadians use at least one social network. Canada has the the highest social media network penetration in the World. By comparison, the US ranks fourth with 75% penetration.       Social,  Digital  &  Mobile  Around  The  World,     We  Are  Social,  January  2014     Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 6. Online Marketing for Retirement Communities 64% of Canadians using social media have actively stayed up-to- date with a brand via social media and 1/3 want a dialogue with the brand (not looking for a deal or contest) Delvinia’s AskingCanadians How are Canadians Using Social Media? Stryve Group, July 12, 2012 Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 7. Online Marketing for Retirement Communities “16% of CEOs say they use social media as a top way to engage customers. However, they expect their use of social media to more than triple in the next 5 years.”           Leading  Through  Connec@ons,  Highlights  of  the  Global  Chief  Execu@ve   Officer  Study,  IBM,  2012   Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 8. Online Marketing for Retirement Communities Community Building Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 9. Online Marketing for Retirement Communities “An online community is a group of people with common interests who use the Internet (websites, email, instant messaging, etc.) to communicate, work together and pursue their interests over time.”     Lee  Lefever,  The  Common  CraM  Blog,  July  2003   What’s an Online Community? Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 10. Online Marketing for Retirement Communities Online Communities •  Comprised of people with a common interest •  People sharing information and ideas •  Instead of meeting in person, people meet online (virtual) •  Often an extension of real-life relationships Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 11. Online Marketing for Retirement Communities Online Communities /2 •  Always on •  Functions independently of time and real-world locations making participation more accessible •  Membership can be open or closed •  May be moderated and/or monitored by community manager(s) Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 12. Online Marketing for Retirement Communities Purpose of Online Communities •  Meeting place for people with common goals and interests •  Gain customer insights •  Identify, cultivate and reward brand ambassadors •  Generate leads and sales Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 13. Online Marketing for Retirement Communities Purpose of Online Communities /2 •  Helps identify potential issues •  Collaborate with customers, partners, suppliers and influencers directly •  New customer service channel •  Marketing, visibility, brand awareness, customer loyalty, relationship-building Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 14. Online Marketing for Retirement Communities Developing a Strategy Ask questions •  What are the goals and target audience? •  How does community building fit into your organization’s objectives? •  Who is your community? •  What is the membership criteria? •  How can you help community members? •  How will you recognize and reward members? Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 15. Online Marketing for Retirement Communities Developing a Strategy /2 Make Decisions •  Decide how your community will be managed •  Develop internal and external guidelines •  Understand the objective(s) of community members and listen •  Choose an appropriate platform(s) •  Determine a content strategy •  Develop a marketing plan •  What will success look like? Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 16. Online Marketing for Retirement Communities Setting Goals •  S.M.A.R.T. – specific, measurable, attainable, realistic, timely •  What do you want to achieve with your community? •  How will having a community further business goals and objectives? •  Will you have one for employees or external audiences only? •  What is the right strategic direction for the organization? Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 17. Online Marketing for Retirement Communities Reputation and Trust Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 18. Online Marketing for Retirement Communities “…the understanding or influencing of an individual's or business's reputation. It was originally coined as a public relations term, but advancement in computing, the internet and social media made it primarily an issue of search results. Although it is often associated with ethical grey areas, such as astroturfing review sites, censoring negative complaints or using SEO tactics to game the system and influence results, there are also ethical forms of reputation management, such as responding to customer complaints, asking sites to take down incorrect information and using online feedback to influence product development...” – Reputation Management, Wikipedia   Reputation Management Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 19. Online Marketing for Retirement Communities “The only way to build trust … is to develop relationships and provide valuable educational information. That information should help your customers and prospects solve the problems they’ve been having… Whatever it happens to be, harvest stories that humanize the company in order to sell.” – Gini Dietrich, Spin Sucks: Communications and Reputation Management in the Digital Age Building a Culture of Trust Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 20. Online Marketing for Retirement Communities •  Community manager – a trusted and transparent part of the community •  Trust is built by: •  Answering complaints and questions •  Correcting incorrect factual information on sites he/she helps to maintain the company integrity •  This helps demonstrate the community manager cares about the community because he/she is invested in it •  By improving services through member feedback, the organization provides better client service by better fulfilling client needs Reputation and Community Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 21. Online Marketing for Retirement Communities •  Essential consideration in strategy development •  Define role of community manager •  Cultivate community ambassadors •  Engage, feature and highlight your biggest fans •  Role of other community members (active participants, lurkers, etc.) •  All members need to feel like they belong •  Be transparent Building a Community of Trust Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 22. Online Marketing for Retirement Communities •  Starbucks tracks interactions and progress on the site and shares them with members •  Transparency helps build: •  A community of collaboration •  A feeling that members are partners •  Customer/brand loyalty •  Building community around the brand creates an environment of trust between Starbucks and its most passionate customers Case Study: My Starbucks Idea Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 23. Online Marketing for Retirement Communities •  Launched iPhone app (2012), there were problems; publicly admitted their mistake, customers were overwhelmingly supportive •  Lessons learned: §  Knowing when to admit mistakes builds trust and customer loyalty §  Ask customers to come to them with problems and give the company a chance to provide a solution instead moving to a competitor §  How to turn problems into opportunities Case Study: FreshBooks App Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 24. Online Marketing for Retirement Communities Retirement Communities Case Studies Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 25. Online Marketing for Retirement Communities HCF Management, Lima Ohio Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 26. Online Marketing for Retirement Communities https://www.youtube.com/watch?v=yd6mfUHlMqs Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 27. Online Marketing for Retirement Communities •  Hired a NOW Marketing Group for a pilot project for seven of their 27 facilities •  Learned from digital audit that it was more important to focus on engagement than numbers •  Developed a three-pronged approach Case Study: HCF Management Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 28. Online Marketing for Retirement Communities 1.  Be Hyperlocal •  Launched individual accounts for 24 facilities on Facebook, Twitter, YouTube and Pinterest – all are accessed centrally through a “Social Hub” on HCF’s corporate website •  Use Scoreboard Social to track engagement between the facilities Case Study: HCF Management /2 Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 29. Online Marketing for Retirement Communities 2.  Reach Out to Decision-Makers •  People who make the decisions aren’t necessarily the people receiving their services •  Facebook posts are designed to educate, engage, entertain and show their expertise mixed with general interest posts so prospective decisions-makers feel included •  Created virtual tours and staff introductions for YouTube •  Harlem Shake videos received 10K views first week and garnered media attention Case Study: HCF Management /3 Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 30. Online Marketing for Retirement Communities 3.  Reach Out to Employees •  Uses social media to build employee engagement (FB, Pinterest, email newsletters) •  Led to increased engagement between employees and residents Case Study: HCF Management /3 Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 31. Online Marketing for Retirement Communities Highlights* •  24 facilities across two states now on social media, web hub •  A series of “Harlem Shake” videos filmed at 13 facilities received more than 35,000 views •  Quarterly average of 27% increased engagement across facilities since launching social media •  2,252 combined subscriptions to email newsletter Case Study: HCF Management /4 *3 Ways Social Media Creates a Social Local Community, Social Media Examiner Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 32. Online Marketing for Retirement Communities BMA Management, Illinois Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 33. Online Marketing for Retirement Communities •  Leading provider of assisted living in the Illinois, #16 overall in the United States •  Nominated Best Senior Living Blog and Social Media Rockstar – in the 2014 SeniorHomes.com Best Senior Living Awards Contest •  Targets children of current and future residents •  Uses pop culture to stay relevant (e.g. selfies, Wii competition) BMA Management, Illinois Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 34. Online Marketing for Retirement Communities •  Establish a response protocol •  Monitor and actively listen at all times •  Engage when it makes sense •  Address issues, not the rants •  Don’t over engage •  You may want to provide more information than is really necessary in a situation •  Doing so isn’t always best for the brand and can lead to other issues or further questions Engagement & Issues Management Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 35. Online Marketing for Retirement Communities Paid, Earned, Social and Owned • Social Media • Word of Mouth • Referrals/Reviews • Your Website • Your Blog • Your Content • Media Relations • Blogger Relations • Influencer Relations • Social Advertising • Traditional Advertising • Sponsored Content • Google AdWords Paid Earned SharedOwned Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 36. Online Marketing for Retirement Communities Paid Content Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 37. Online Marketing for Retirement Communities Earned Content Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 38. Online Marketing for Retirement Communities Shared Content Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 39. Online Marketing for Retirement Communities Owned Content Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 40. Online Marketing for Retirement Communities •  PAID: Comfort Life continuously speaks to a highly targeted audience, Typically that adult daughter that is researching retirement living and care options for her father or mother. •  EARNED: Some partners, such as Comfort Life, will allow you to post articles directly to the website (earned media) and will highlight you in photo, article or video features. •  EARNED: You can also build relationships with influencers who may help co-create and share your content. •  SHARED: You can pull feeds from your Facebook and twitter conversations onto your Comfort Life online community profile to amplify your message •  SHARED: If you're looking for great content to share, such as eBooks, reports, stats, checklists or calculators, Comfort Life produces new sharable content every month.   Amplify your message Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 41. Online Marketing for Retirement Communities •  Canada leads in Internet usage •  Build community around a common goal •  You don’t need a huge staff or do to huge things to be remarkable •  Collaboration, listening, problem- solving and sharing of meaningful content builds community •  Community managers are the eyes, ears and voice of an organization •  Integrated approach to content distribution – “PESO” opportunities help build relationships and amplify your message Summary Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 42. Questions? Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 43. Thank you! Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 44. Continue the Conversation Online Connect Eden Spodek Digital Communications Strategist Eden Spodek Inc. Eden@EdenSpodek.com EdenSpodek.com @EdenSpodek LinkedIn.com/en/EdenSpodek Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 45. Online Marketing for Retirement Communities 3 Ways Social Media Creates a Social Local Community http://www.socialmediaexaminer.com/3-ways-social-media-creates-a-social-local-community/ Delvinia’s AskingCanadians – How are Canadians Using Social Media? Stryve Group, July 12, 2012, http://stryvegroup.com/how-are-canadians-using-social-media FreshBooks, http://freshbooks.com Guide To Online Community Management, ReadWriteWeb, eBook, http://www.slideshare.net/readwriteweb/rww-community-report-12107798 How are Canadians Using Social Media?, Stryve Group, July 12, 2012, http://stryvegroup.com/how-are-canadians-using-social-media/ Leading Through Connections, Highlights of the Global Chief Executive Officer Study, IBM, 2012, http://www-935.ibm.com/services/uk/en/ceostudy.html The Common Craft Blog, Lefever, L., July 2003, http://www.commoncraft.com/archives/000208.html My Starbucks Idea, http://mystarbucksidea.force.com/ No Bullshit Social Media, Deckers, E., Falls, J., 2012 References Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 46. Online Marketing for Retirement Communities Reputation Management, Wikipedia, http://en.wikipedia.org/wiki/Reputation_management Seven Trends in Community and Social Business for 2013, Community Roundtable, Leanne Chase, January 3, 2013, http://community-roundtable.com/2013/01/seven-trends-in-community-and-social-business-for-2013/ Six Revisions blog http://sixrevisions.com/mobile/design-mistakes-iphone-app/ Social, Digital & Mobile Around The World, We Are Social, January 2014 http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014 Spin Sucks: Communications and Reputation Management in the Digital Age, Dietrich G., 2014 "Structuring a Social Media Team”, Ragan/NASDAQ OMX Corporate Solutions white paper, http://www.ragan.com/Main/StructuringaSocialMediaTeam.aspx The Can't-Miss Social Media Trends For 2013, Ryan Holmes, Fast Company, November 29, 2012, http://www.fastcompany.com/3003473/cant-miss-social-media-trends-2013 What is an Online Community, Lee Lefever, July 2009, http://www.commoncraft.com/archives/000208.html References Copyright © Eden Spodek, Eden Spodek Inc. 2014.