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Engaging Baby Boomers & Seniors through Social Media


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*Watch or download the full webinar (with audio and slides) at:

The boomer generation was long the darling of marketers and advertisers, then they grew up.

While boomers are the consumer majority and tend to be the segment with the highest dollar donations to nonprofits, they're often dismissed as not being part of the social media wave.

Join Immersion Active and AARP in this Care2 Expert Webinar that focuses on new ways of showing some love to the influential seniors segment through social media tactics that engage and cultivate supporters and potential donors.

About the Presenters:

Gina Pagliaro -- Account Strategist, Immersion Active
Jen Martin -- Manager of Social Communications, AARP
Molly Connors -- Director of Nonprofit Services, Care2

Published in: Education
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Engaging Baby Boomers & Seniors through Social Media

  1. 1. Engaging Baby Boomers andSeniors through Social Media Gina Pagliaro, Immersion Active Jen Martin, AARP Molly Connors, Care2 @Care2Team #C2Webinar
  2. 2. aboutCitizens use Care2 for: Starting or signing petitions Nonprofits use Care2 for: Volunteering Donating $ Recruiting Donors & Supporters Spreading news Traffic/Branding/Awareness Commenting on blogs Starting group (organizing) Advocacy Joining nonprofits Building Facebook fan base
  3. 3. Who Are the Boomers?
  4. 4. What’s Unique about theBoomer World View? “Special” generation Large number became teenagers and adults in the 1960s Dissected, analyzed and pitched to by modern marketers
  5. 5. Boomer Economic Impact Control over 80% of personal financial assets 50% of all consumer spending 80% of all leisure travel Desire to pass wealth to charity vs. children
  6. 6. Is Social Media Having A Senior Moment?
  7. 7. The only Internet marketing agency in the U.S. focused exclusively on the baby boomer and senior markets. Gina Pagliaro, Account Strategist
  8. 8. What’s Age Got to Do With It?Everything -- Boomers and seniors share thesame core needs that all people do but that‟swhere the similarity ends. As we age, how wego about satisfying those needs change.1. Behavioral Approach & Seasons of Life2. Meaningful Online Engagement3. Boomer Engagement Tactics4. Sharing Case Studies
  9. 9. A Behavioral Approach Identity Relationship Motivate self-preservation Motivate behavior that behavior seeks(physiological, psychological social, organizational and and social) spiritual connections Purpose Adaptation Motivate behavior that Motivate behavior that validates and gives meaning promotes progress in to life Energy knowledge and skill development Motivate behavior that promotes health, well-being and functionality
  10. 10. Seasons of Life Spring Summer Fall Winter Initial Social/ Inner Self/ Becoming Personal Vocational Spiritual One with Development Development Development All 0 - 22 + 18+ - 40+ 38+ - 60+ 58+ ? Play Work Life Balance Reconciliation (Learning) (Becoming Somebody) (Search for Meaning) (Making Sense of Life) Fantasy mode: Romantic mode: Reality mode: Ironic mode:Dei ex machina – Heroic – the Disappointment – not Acceptance – there‟s everything will world is my oyster; as good as I thought; some good in everygenerally work out I can make anything who am I? What‟s my bad, some bad in every in my favor work my way life purpose? good – c’est la vie!
  11. 11. Meaningful Online EngagementDeliver a cohesive experience that inspirespeople to share information with others.• For Boomers, these online exchanges can be as important to the conversation as a neighborly exchange over the fence. Develop touch points for loyalty. • People – the engine that drives the information exchange • Places – locations where information is being exchanged • Things – all entities that help promote the flow of information• Advice from family and friends is the most common way they research a new product and they believe that word-of-mouth recommendations from family and friends is the most trustworthy source of information.
  12. 12. Boomer Engagement TacticsBasic • Authenticity • Be relevantBoomer Specific • Lead with the right and punch with the left • Conditional positioning • Tell a story – leverage video • Appeal to senses • Use nostalgia appropriately • Urgency, not fear • Keep it simple
  13. 13. Case Story: National Committee toPreserve Social Security & MedicareNeed: Drive Membershipsand Quality Leads• Generated 5,518 New Leads in 11 Weeks• Increased Average Online Membership Value from $17 to $22• Achieved up to 83% Lift Among Tested Psychological Triggers
  14. 14. Case Story: National Committee toPreserve Social Security & Medicare
  15. 15. Case Story: Home Instead
  16. 16. AARP is a nonprofit, nonpartisan organization, with a membership of morethan 37 million, that helps people 50+ have independence, choice and control in waysthat are beneficial to them and society as a whole. Jen Martin, Manager of Social Communications
  17. 17. Boomers: They’re Plugged In!
  18. 18. And Online!• 84% of internet users 50 and over use social networking sites. (source: Pew)• “Theres a sort of „trickle up‟ effect from younger members using the networks and nudging their parents and grandparents to join. Similarly, when we ask adults about their biggest motivations for using social networking sites, we find that for adults ages 50 and older, staying in touch with family is the number one reason they use social media.” -Mary Madden, senior research specialist at the Pew Research Center’s Internet and American Life Project• More resources at:
  19. 19. Why Recruit and Cultivate Boomers?• Because they aren‟t going anywhere - every 8.4 seconds, another Baby Boomer turns 50.• By the year 2030, 20 percent of the U.S. population will be over the age of 65.• Because they drive the economy - recent studies show that Baby Boomers now boast the highest growth rate of entrepreneurship in America.• According to the U.S. Bureau of Labor Statistics, the Boomer and older generations now represent a $2.6 trillion annual market! (cite:
  20. 20. Recruiting and Cultivating Boomers Success Story:• AARP‟s and AARP Foundation‟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
  21. 21. Tips and Tricks: Commit to the Conversation• Use your page to tell your story in a unique, personal voice.• Find a good mix of your messages and sharing of others.• Post consistently, but not hyperactively.• Friend/fan people on both sides of the aisle/issue.• Identify, cheerlead, surprise, reach out to community leaders IRL.• Use photos and video to tell your story.
  22. 22. Talk Back / Media
  23. 23. Talk Back / Member Service
  24. 24. Talk Back / Community
  25. 25. Converting Fans into Donors• Use incentives.• Don‟t just ask for money.• Ask conversationally, provide facts, question if they know someone in need or who could benefit from your non- profit.• Encourage them!• Thank them, thank them, thank them!
  26. 26. Incentives and Encouragement• Drive to End Hunger received $10k in donations in 2011 and $6k in donations in 2012 using the @Razoo platform.• All donations came from at track promotion, social media and email. No ad buy involved.
  27. 27. Incentives and Encouragement • Ask questions. • Give stats. • Be real. • Be kind.
  28. 28. Thank your donors!
  29. 29. Deepen Supporter Engagement through Social Media• Brand your social presence
  30. 30. Develop a Social Strategy• AARP‟s social strategy: Deliver clear, concise, consumer-friendly, & motivational messages to engage a multi- generational community of current & future members in advancing the goals of AARP.
  31. 31. Social Communications Do’s1. Have a unique voice.2. Be generous. Share.3. Ask for opinions.4. Listen, respond & follow back.5. “Friend”/follow people on both sides of the aisle/issue.6. Answer direct messages.7. Cheerlead.8. Surprise people.9. Use photos and video to tell your story.10. Ask for help if you need it.
  32. 32. Social Communications Don’ts1. Forget that everything is public.2. Forget that there‟s no such thing as delete.3. Pick a name that‟s too long.4. Be cheesy.5. Argue.6. Demand money (you can ask gently).7. Auto post.8. Be partisan.9. Market endorsed products or services.10. Worry about responding to *everybody*.
  33. 33. AARP’s Social Vision• We aren‟t just broadcasting to our members, we‟re listening and engaging with them daily.• Staff, volunteers, 3rd party advocates all act as brand ambassadors, spokespersons.• Delivering local, personalized content to members on whatever device they choose to use.• We let our members know about the hot new technology and why it matters to them AND make them aware of scams, privacy issues, etc.• Members don‟t seek deals & discounts, they are delivered to them directly.• Members don‟t need to carry hard copy of their AARP card. It‟s an app on their phone.
  34. 34. AARP-Affiliated Social Media Communications Guidelines• Be Transparent: Always identify your account as AARP-affiliated or clearly identify your communications as coming from an AARP representative.• Be Responsible: Do nothing to damage AARP‟s standing as a nonpartisan, nonprofit organization or otherwise jeopardize AARP‟s reputation.• Be Non-Partisan: You may not advocate on behalf of a political candidate or political party on any AARP-affiliated accounts.• Be Trained: All AARP employees or consultants communicating on behalf of AARP must complete Social Media 101 training through AARP‟s Communications College.• Be Responsive: Social media is a two-way communications platform. Ensure that you are engaged in a dialogue, not a monologue.• Be Respectful of Third Party Rights: • No unlicensed third party material • No images showing artwork or brand names and logos • Images should be licensed from Creative Commons. • If you use your own images, please consult OGC • No disparaging statements about an individual, group or organization• Maintain Confidentiality: You should not disclose any private, confidential or proprietary information
  35. 35. AARP Social Today• Integrated Communications • Manage AARP presence on social platforms: Facebook, Twitter, YouTube, Tumblr, Pinterest & most recently, Instagram • Integrating social across IC platforms: Media, TV, Radio,, etc.• State Ops • 94% of field offices have social platforms in place to deliver localized content and calls to action• Membership • Member communications assigned and providing service• People Strategy • IC & OLP delivering regular training staff and volunteers in social best practices and strategy • Designated staff to recruiting strategy
  36. 36. thank you! questions? contact us! Gina Pagliaro @immersionactive Jen Martin @iheartrocknroll Molly Connors @care2team