Consumers In Control. Building Relationships in a Digital World.

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A GlynnDevins presentation from the AAHSA conference on how to build relationships in the ever-changing digital world.

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Consumers In Control. Building Relationships in a Digital World.

  1. 1. Mary Beth Fritz, Greystone Communities 2009 AAHSA Janel Wait, GlynnDevins, Advertising Services Annual Conference Randy Eilts, GlynnDevins, Advertising Services 1
  2. 2. Consumers in Control. Building Relationships in a Digital World. 2
  3. 3. Today we’ll cover: ‣ The digital fundamentals ‣ Digital media opportunities ‣ Social networking 3
  4. 4. ‣ Digital is changing how senior living communities communicate with prospects and provides powerful opportunities for building relationships. ‣ Users gather information and engage via the web before they call, email, fill out a form or visit your community 4
  5. 5. Latest PEW Data: ‣ Are Seniors Online? ‣ 78% of those 50-55 ‣ 71% of those 55-59 ‣ 62% of those 60-64 ‣ 56% of those 65-69 ‣ 45% of those 70-74 (up 25% since 2005) ‣ 27% of those 75+ Source: Pew Internet and American Life Project, Generations Online, 2009 5
  6. 6. Video Component. Please View in Corresponding QuickTime File. 6
  7. 7. The Digital Fundamentals 7
  8. 8. Digital Fundamentals 1. First Impressions. ‣ Your web site is often the first impression a prospect or adult child will have of your community. Bring your community to life so prospects are intrigued enough to want to come and visit your community. 8
  9. 9. Digital Fundamentals 2. Web sites are living, breathing organisms. ‣ It is incredibly important to feed your site with new content, promotions and any other content, photos or graphics that might be appealing to your web site visitors. The days of building a web site and leaving it on the shelf are over. 9
  10. 10. How Do People Find You Now? 2005 Sample Community Lead Sources ‣ Advertising-Placement ‣ Networking/Events ‣ Direct Mail ‣ Referrals ‣ Signage/Drive-by/Other 10% ‣ Internet 90% Other Internet 10
  11. 11. How Do People Find You Now? 2009 Sample Community Lead Sources 3. Make sure your site converts. ‣ Our communities experience approximately 23% of initial inquiries via the web. ‣ Incorporate promotional 77% call-outs, forms for prospects 23% to provide information, easy-to-find phone numbers and more. Other Internet 11
  12. 12. 12
  13. 13. Digital Fundamentals 4. Optimize your site for search engines. ‣ Incorporate appropriate keywords, include title tags and more. Smart, natural optimization will put you on top of search engines’ lists. ‣ Help people who don’t know you find you easily! 13
  14. 14. Digital Fundamentals 5. Readability. Usability. Functionality. ‣ This goes without saying for the industry we are in, but be sure to optimize your web site for the 65+ prospect. Increase the text size, choose colors that work well together, include simple navigation. 14
  15. 15. Digital Fundamentals 6. Interactivity is key. ‣ Include interesting, sticky interactive components to your web site to encourage users to spend more time on your site. ‣ Include calls to action to these interactive components in your offline materials. Don’t just list your URL. 15
  16. 16. Digital Fundamentals 7. Start a conversation. ‣ Be sure to capture email addresses in simple forms on your web site. ‣ Seniors use email, and mining a substantial email database will allow you to cost-efficiently sell, build relationships and provide information about your community via email in the future. 16
  17. 17. Digital Fundamentals 8. Social Media. ‣ Start incorporating social networking principles into your web site. Start by adding a blog to your site, giving users a way to interact with you and/or your unique residents. Maybe even post a video on YouTube. 17
  18. 18. Digital Fundamentals 9. Speaking of video. ‣ Don’t miss the chance to add video to your site. ‣ User-generated content is really changing the way video is perceived on the web. 18
  19. 19. Digital Fundamentals 10. Testimonials are powerful. ‣ Promote video or text testimonials with residents, adult children, caregivers, the executive director and anyone else who helps make your community shine! 19
  20. 20. Digital Fundamentals 11. Analytics. ‣ The beauty of the web is that everything is measurable and can be easily updated for better results! 20
  21. 21. Sample Index GlynnDevins Digital Index 21
  22. 22. Digital Fundamentals 10. Analytics. ‣ Set Goals ‣ Track Them ‣ Optimize Site 22
  23. 23. Digital Media Opportunities 23
  24. 24. Digital Media Opportunities 1. Develop your email list 2. Send e-newsletters 3. Develop an editorial calendar 24
  25. 25. Digital Media Opportunities 1. Behavioral Targeting A. User visits the health section of a news web site 25
  26. 26. Digital Media Opportunities B. User searches: Senior Care Communities C. User seeks out Senior-related Health Information on multiple research sites 26
  27. 27. Digital Media Opportunities D. After seeing this user across multiple different data points, behavioral targeting ad networks can serve up an ad specific to the user based on their preferences. 27
  28. 28. Social Networking 28
  29. 29. Video Component. Please View in Corresponding QuickTime File. 29
  30. 30. Social Networking Arena 30
  31. 31. Social Media 1. Why Social Media? ‣ Increase awareness about a community/sponsor ‣ Tell a community’s story through the voice of leadership, staff, residents and others ‣ Educate the public about benefits and experience of living in a senior living community ‣ Facilitate a forum where Virtualization powered by Spiral16 Software people unfamiliar with senior living can learn from others 31
  32. 32. Social Media Top techniques to be successful ‣ Keep content fresh and timely ‣ Remember content should be transparent; don’t come across with “marketing speak” ‣ Share thoughts, and ideas; promote ‣ Encourage conversation; be flexible ‣ Tell stories; use pictures Virtualization powered by Spiral16 Software and video 32
  33. 33. Video Component. Please View in Corresponding QuickTime File. 33
  34. 34. User-Generated Content 34
  35. 35. Public Relations Opportunities 35
  36. 36. Online Communities 36
  37. 37. Social Media Outlets 1. Flickr 37
  38. 38. Social Media Outlets 1. Flickr 38
  39. 39. Social Media Outlets 1. Flickr 2. Twitter 39
  40. 40. Social Media Outlets 1. Flickr 2. Twitter 40
  41. 41. Social Media Outlets 1. Flickr 2. Twitter 41
  42. 42. Social Media Outlets 1. Flickr 2. Twitter 42
  43. 43. Social Media Outlets 1. Flickr 2. Twitter 3. Linked In 43
  44. 44. Social Media Outlets 1. Flickr 2. Twitter 3. Linked In 44
  45. 45. Social Media Outlets 1. Flickr 2. Twitter 3. Linked In 4. YouTube Video Component. Please View in Corresponding QuickTime File. 45
  46. 46. Social Media Outlets 1. Flickr 2. Twitter 3. Linked In 4. YouTube Video Component. Please View in Corresponding QuickTime File. 46
  47. 47. Social Media Outlets 1. Flickr 2. Twitter 3. Linked In 4. YouTube Video Component. Please View in Corresponding QuickTime File. 47
  48. 48. Great. So now what? 48
  49. 49. Thank You. 49
  50. 50. Mary Beth Fritz, Greystone Communities 2009 AAHSA Janel Wait, GlynnDevins, Advertising Services Annual Conference Janel Wait, GlynnDevins, Advertising Services 50

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