More Seniors Online


In 2012, for first time, more than 1/2 of 65+
Americans using web



For older users, web still ...
Social, Silver Surfers


National study of 800+ Internet users over 40 (ebook at http://www.CreatingResults.com/
SocialS...
Web
Categories of Websites Visited


Lifestage strongly influences where people spend time on the web
CATEGORY

MORE POP...
Web & Move Decisions (cont)


For marketing senior living, as respondent age
increases ROI decreases with Social Media, ...
Top Housing Website “Pet Peeves”


All Ages



Don’t say price



Outdated info




Requires registration to g...
Social Media
Use of Social by Older Age Groups


Still not used a high percentage of seniors but we are seeing exciting ...
Social Media
Level of Social Networking Activity
Use by active aging adults on the rise, BUT
Nearly 1/3 of our 65+ res...
Why Marketers Use Social
#1: Increase awareness / Generate Leads


Branding, name recognition



Lift and substitute f...
Social Media Engagement
Challenges:
Desire to keep social media social (not commercial) + Concerns about privacy, intrus...
About Creating Results
We are a group of collaborative, innovative problem solvers with a passion for customer service and...
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7 Ways Senior Living Can Boost Digital Marketing ROI -- Senior Housing News, January 23, 2014

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Facts on digital marketing, social media marketing and older adults. Handouts from the Senior Housing News webinar presented January 23, 2014.

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7 Ways Senior Living Can Boost Digital Marketing ROI -- Senior Housing News, January 23, 2014

  1. 1. More Seniors Online  In 2012, for first time, more than 1/2 of 65+ Americans using web  For older users, web still seen more as a tool and less as entertainment.  Top online activities (per Pew Internet & American Life Project):   Search   Email News Seeking out health information more popular with older users than youngers  Additional statistics on senior online usage are available for download at www.CreatingResults.com/ FactsNotFads © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 1
  2. 2. Social, Silver Surfers  National study of 800+ Internet users over 40 (ebook at http://www.CreatingResults.com/ SocialSilver2013)  Update of 2010 research; offline intercept studies at locations attracting more affluent, more educated active adults; online polling  Examine web and social media usage patterns, attitudes  Respondents reflect the more educated, more affluent profile that leading senior living organizations desire. © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 2
  3. 3. Web Categories of Websites Visited  Lifestage strongly influences where people spend time on the web CATEGORY MORE POPULAR WITH Research, Reference  Leading Edge Boomers, 65+ seniors Health, Medical, Wellness  Those aged 55+ Weather 81% of 40-54 year olds (vs 57% of 75+) Travel Those aged 65-74 Shopping Those under 65 (but it is still a top category for those over 65, as well) News Those aged 65-74 Web & Move Decisions  Use of Online Directories in a move journey by Leading Edge Boomers, 75+ has increased since 2010  Use of Community Websites by Silent Generation and 75+ has decreased since 2010 © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 3
  4. 4. Web & Move Decisions (cont)  For marketing senior living, as respondent age increases ROI decreases with Social Media, Craigslist and Realtor Websites  1 in 4 mature movers said they visited a community’s site more than 6 times before they moved there  Actions taken on Community Websites:  Most users Print Information, (nearly 7 out of 10 of all respondents) Fill Out Forms (just over 1/2 of all respondents), Use Internal Search (1/2 of respondents)   Fewest users Share Information with a Friend, or Like/Follow/Pin An increasing number of mature movers have rejected a community based solely on its website Favorite Features  Top features from 2010 research remain popular with all ages  Printer Friendly Pages  Internal Search Tools  Easy Navigation © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 4
  5. 5. Top Housing Website “Pet Peeves”  All Ages   Don’t say price  Outdated info   Requires registration to get information Slow site Older Age Groups  Hard to navigate the site (50% of Silent Generation vs. 22% of all ages)  Incomplete or illegible floor plans (60% of Silent Generation vs. 31% of all ages) © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 5
  6. 6. Social Media Use of Social by Older Age Groups  Still not used a high percentage of seniors but we are seeing exciting growth and opportunities More than just Facebook More than 200 well-known networks, hundreds more small ones “Social Media Revolution 4” http://www.youtube.com/watch?v=QUCfFcchw1w Social sharing tools important—Those most commonly used by 40+:  Email a friend (77% of all ages)  YouTube (72%)  Comments (56%) Reported use of User Reviews and Comments by all ages increased since 2010 Youngest age group most fond of comments Oldest age group strongly favors Email a Friend © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 6
  7. 7. Social Media Level of Social Networking Activity Use by active aging adults on the rise, BUT Nearly 1/3 of our 65+ respondents and nearly 1/2 of our 75+ respondents aren’t using social at all (in line with other national research) Top Online Social Networks for Seniors Facebook. (89% of all ages of survey respondents) The older the respondent, the more likely to see email as a social network © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 7
  8. 8. Why Marketers Use Social #1: Increase awareness / Generate Leads  Branding, name recognition  Lift and substitute for traditional advertising  Drive traffic  Drive web traffic Other benefits:  Monitor, recruit, provide customer service  Listen/learn  Improve relationships with stakeholders  Find vendors, sources, partners  Find inspiration Why Seniors Use Social To Connect with Offline Networks of Family/Friends — NOT to Connect with Brands Q: Do you want to be a brand’s friend/follower/fan? The older the social networker, the more likely they are to say “no” to online social engagement with a brand. © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 8
  9. 9. Social Media Engagement Challenges: Desire to keep social media social (not commercial) + Concerns about privacy, intrusiveness = Lack of interest in engaging with brands on these platforms Opportunities: Increase in number of older people trying social out of curiosity, or because of a friend’s invitation = hope for marketers How To Lead Folks to “Follow”: Keep expectations realistic Keep in mind the audience frustration with time consumed by social media and aversion to “selly-sell” messaging Demonstrate the value of engaging socially — value from the user’s perspective Address privacy/security fears Don’t be too salesy—content should be thoughtful, relevant, useful Integrate social opportunities into all parts of your digital plan (and offline vehicles, where possible) © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 9
  10. 10. About Creating Results We are a group of collaborative, innovative problem solvers with a passion for customer service and commitment to living up to our name by creating results for our clients. We do this by being:  Experts in Motivating Mature Consumers. Especially when it comes to age qualified housing!  Good stewards of our clients’ marketing budgets. If it isn’t going to add value, we won’t recommend it.  Transparent. Using tailored reporting, our clients can readily see their marketing ROI.  Knowledgeable of how the senior living community can best motivate mature consumers in a rapidly changing world. A few things we don’t do:  Set out to win awards. (Although we have won them, we do so to create more buzz for our clients rather than appease our own egos.)  Follow a prescribed formula. (We take great care to listen to our clients and uncover the truly unique selling features and appropriate marketing strategies that will entice their prospects into action for the lowest long-term investment.) © Creating Results, LLC 2014 Senior Housing News webinar | January 23, 2014 todd@CreatingResults.com — bspohn@CreatingResults.com 10

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