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Leading age2011

  1. 1. DATE October  2011   CLIENT LeadingAge  2011  
  2. 2. Why is social media important now? Grandson, 73 Great-grand-
 daughter, 49 Daughter, 95 Sara Knauss, 118 Great-great-
 grand-daughter, 27 Great-great-
 great-grandson, 3
  3. 3. Cohort Influences: Formative Years Leading   Middle   Trailing   WWII   Ikes   Boomers   Boomers   Boomers   Forma=ve   1930  to  1945   1946  to  1963   1960  to  1970   1967  to  1977   1974  to  1983   Years   Prohibi'on,  Social   McCarthyism,  Cold  War,   JFK,  LBJ,  MLK,  Civil   Vietnam,  ERA,   Hostage  Crisis,  Reagan,   Security,  FDR/New   Poli=cal/   Deal,  Bread  Lines,   Brown  v.  Board  of   Rights,  Vietnam,   Watergate,  Roe  v.   Terrorism,  Middle  East   Social   Educa'on,  Highways  &   Woodstock,  Kent   Wade,  No  Fault   Conflict,  Rise  of   WWII,  Labor   Suburbaniza'on,  Korea   State,  DraN  LoOery   Divorce,  Casual  Sex   Conserva'sm   Movement   Stock  Market  Crash,   New  Fron'er,   Oil  Shocks,   G.I.  Bills,  Housing  Act,   Price  Controls,   Economic   Great  Depression,   Prosperity   Medicare,  Great   Nixonomics,  Infla'on   Reaganomics,   Keynesian  Economics   Society   Stagfla'on   The  Beatles,  Dylan,   Sinatra,  James  Dean,   Saturday  Night  Live,   Star  Wars,  Disco,  Fitness   Chaplin,  Babe  Ruth,   Rolling  Stone   Elvis,  Marilyn  Monroe,   All  in  the  Family,   Craze,  Punk  Rock,  Space   Popular   Radio,  “ Talkies”,  F.  ScoO   Disney,  Hot  Rods,  Duck   Magazine,  Moon   Mary  Tyler  Moore,   ShuOle,  Crack  and   Culture   Fitzgerald,  Movies,   Walk,  The  Pill,   &  Cover,  Sputnik,  Family   Ms.  Magazine,   Drugs,  Crime  &  Violence   Lindbergh,  No  TV   Psychedelic  Drugs,   TV   Counterculture  TV   TV   News  TV   Idealis'c,   Status  Conscious,   ThriNy,  Patrio'c,   Status  Quo,  “Don’t  Rock   Demanding,   Pragma'c,  Apoli'cal,   Individualis'c,  Seek   Core  Traits   Sacrificing,  Defer   the  Boat”,  Respect   Nonconformist,  Seek   Immediate   More  Conserva've,   Gra'fica'on   Authority   Immediate   Fade  to  GenX     Gra'fica'on   Gra'fica'on   3
  4. 4. Boomers are spending more time online Compared  with  3  years  ago,  how  has  the  amount  of  'me  you  spend  on  each  of  the  ac'vi'es   following  changed?   Percent  of  =me  Boomers  respondents  spend  on  ac=vi=es  compared  with  three  years  ago    
  5. 5. Older consumers are unwilling to give up the Internet If  you  had  to  choose  one  service  which  you  currently  subscribe  to  give  up  which  would  it  be?   Media   Percent   DVD  movie  rental   61.1%   Home  telephone  -­‐  ("land  line")   40.6%   Percentage of older consumers who are Online  news  service  or  newsle[er   37.8%   willing to give up a Na=onal  newspaper   36.4%   media service they Magazines   33.7%   currently subscribe to. Local  newspaper   27.9%   Cell  phone   11.0%   TV  service  (cable,  satellite  dish,  or  other)   9.1%   Cable  telephone   8.7%   Internet   4.5%  
  6. 6. Ikes & Boomers still use traditional media more than Trailing Boomers or Gen X Which  of  the  following  do  you  subscribe  to?   Percentage  subscribing  to  various  media  services    Leading   Trailing   Media   Ikes   Boomers   Boomers   Gen  X   TV  service  (cable,  satellite  dish,  or  other)   89%   91%   81%   77%   Home  telephone  -­‐  ("land  line")   85%   79%   68%   68%   Cable  telephone   23%   23%   21%   25%   DVD  movie  rental   14%   14%   20%   23%   Internet   92%   91%   90%   86%   Local  newspaper   61%   50%   38%   32%   Na'onal  newspaper   7%   5%   9%   8%   Online  news  service  or  newsleOer   11%   10%   13%   12%   Magazines   60%   58%   46%   46%   Cell  phone   80%   80%   80%   77%   Satellite  radio   5%   15%   7%   13%      higher  for  older  genera'ons      higher  for  younger  genera'ons  
  7. 7. Boomers are catching up with GenX in Social Networking On  which  social  networking  sites  do  you  maintain  a  profile?  (select  all  that  apply)   Leading   Trailing   Social  networking  site   Ikes   Gen  X   Boomers   Boomers   39%   39%   43%   50%    Twi[   5%   8%   15%   14%   6%   8%   11%   10%   19%   20%   21%   12%   11%   10%   22%   29%    None  of  these   50%   47%   45%   32%  
  8. 8. Social Mavens Social  Media  Involvement  was  defined  by  two  of  many  ques'ons  in  this  study:   1.  On  an  average,  about  how  many  people  do  you  have  contact  with  in  a  typical   day,    including  all  those  who  you  say  hello,  chat,  talk  or  discuss  maOers  with,   whether  you  do  it  face-­‐to-­‐face,  by  phone,  online,  and  whether  you  personally   know  the  person  or  not?   2.  How  oNen  do  you  recommend  specific  products  or  services  to  those  in  your   personal  or  social  network?   Three  clear  segments  emerged:   •  Isolated  Insulars:  Fewer  than  5  contacts/day,  recommend  <  twice  a  year.   •  Everyday  People:  5-­‐20  contacts/day,  recommend  3-­‐10  'mes  a  year.   •  Social  Mavens:  20+  contacts/day,  recommend  >10  'mes  a  year.  
  9. 9. The Social Connection In  thinking  about  all  of  the  people  in  your  own  personal  or  social  network,  how  frequently  do   you  have  contact  with  individuals  you  know  from  the  following  areas  or  groups?   Type  of  social  connec=on   Isolated   Everyday   Mavens   Family  members,  apart  from  my  immediate  family   55.4%   65.7%   75.5%   Issue-­‐oriented  organiza=ons   13.7%   17.2%   32.2%   Hobby  or  interest  groups   18.4%   26.5%   36.6%   Religious  affilia=on  or  church   32.0%   35.6%   46.6%   Social  groups   20.8%   30.1%   40.0%   Neighbors   44.6%   53.9%   61.1%   Co-­‐workers   17.7%   38.6%   64.4%   Former  co-­‐workers   15.9%   24.1%   37.8%   Professional  or  business-­‐related  contacts   14.0%   28.6%   52.3%   Social  Mavens  have  more  frequent  contact  with  individuals  across  all  types  of   groups  within  their  social  network  
  10. 10. Mavens are more likely to be working and Trailing Boomers Characteris'cs  of  Boomer  respondents  by  level  of  Social  Connectedness     Characteris'c   Isolated   Everyday   Mavens   Female   46%   50%   53%   Leading  Boomers   61%   54%   38%   Trailing  Boomers   39%   46%   62%   Working  full  or  part-­‐'me   18%   39%   62%   Self-­‐employed   10%   9%   22%   Re'red   36%   25%   11%   Household  income  100K+   15%   26%   43%   Volunteer   25%   45%   60%   TV  service  (cable,  satellite  dish,  or  other)   87%   85%   91%   Local  newspaper   42%   44%   49%   Online  news  service  or  newsleOer   9%   12%   16%   Magazines   45%   54%   67%   Satellite  radio   9%   11%   18%   31%   44%   58%   8%   12%   16%   4%   11%   16%   17%   23%   22%   13%   16%   20%  
  11. 11. In  thinking  about  all  of  your  personal  communica'ons  in  a  typical  week,  what   percentage  would  you  es'mate  are  from  each  of  the  following  types.    Does  not   include  communica'ons  specifically  for  work.     Type  of  communica'on   Isolated   Everyday   Mavens   Email  from  a  computer  (PC  or  MAC)   39.3%   30.1%   29.5%   Email  from  a  smart  phone  or  cell  phone   1.3%   3.4%   6.4%   Text  messaging   6.3%   6.4%   6.8%   Instant  messaging   5.3%   2.4%   2.7%   By  phone  (cell  or  "land  line")   20.8%   24.9%   19.1%   Pos'ngs  to  a  social  networking  site     2.5%   3.7%   3.6%   In  person,  "face-­‐to-­‐face"   24.8%   29.1%   31.8%   Mavens  have  more  face-­‐to-­‐face  contact  and  use  smart  phones  more   than  other  Boomer  respondents    
  12. 12. Values & Attitudes Boomers  values  and  artudes  based  on  social  connectedness   Value/Personality  Trait  (percent  agree)   Isolated   Everyday   Mavens   People  oeen  come  to  me  for  advice   35%   55%   73%   New  technology  plays  an  important  role  in  my  life   51%   71%   78%   I  prefer  to  be  the  leader  in  a  group   34%   46%   62%   I  oeen  try  new  products  before  other  people  I  know   21%   32%   44%   I  would  like  to  spend  a  year  or  more  in  a  foreign  country   32%   37%   56%   As  soon  as  I  see  an  opportunity  to  try  something  new,  I  do  it   26%   33%   47%   I  am  not  afraid  to  provide  cri=cism   33%   44%   51%   I  am  not  bothered  by  things  that  upset  my  daily  rou=ne   51%   58%   71%   I  take  pride  in  being  self-­‐sufficient   41%   50%   60%   I  am  determined  to  get  what  I  want  from  life   14%   19%   29%   I  can  mo=vate  myself  by  sefng  my  own  goals  and  =melines   71%   78%   87%   I  think  that  young  people  should  be  taught  to  ques=on  authority   19%   28%   33%   My  successes  in  life  are  largely  the  result  of  my  own  talents  and  hard  work   55%   62%   69%   I  am  very  op=mis=c  about  the  future   49%   57%   62%   Compared  with  others  in  their  cohort,  Social  Mavens  are  more  likely  to   try  new  products,  technologies,  and  seek  new  experiences  
  13. 13. Role of Social Media in the Marketing Plan
  14. 14. Age Distribution on Social Sites
  15. 15. How does social media fit into your plan?
  16. 16. Thoughts on getting started Value=Speed of Share •  Content must invite participation and be shareable Integrate, don’t eliminate •  And beware the small tactic; focus The Data Ghetto Online is the center •  Consider the experience that each medium can deliver Social mavens are men and women
  17. 17. Transitioning from traditional to social media The “get ready” checklist: 1.  You spend time “listening” online 2.  You have clear goals for social media 3.  You have the people power to execute successfully 4.  You have a content plan/engagement strategy 5.  You know what your prospects are doing online (focus) 6.  Your website and/or blog is ready for attention 7.  You are ready to incorporate social media throughout the sales and marketing process 8.  You have decided how and what to measure
  18. 18. How much does social media cost? You decide! •  Your staff – does this add to a job or do you create a job? •  Effect on traditional tactics – what will you give up? •  Listening technology – have you spent time listening online? •  Metrics and analysis – how do we measure ROI? •  $0 - $100,000’s – it’s up to you •  “Free” – blogs, commenting, microblogging, social networks, fan page-simple, bookmarking, photosharing, document sharing •  $$$ - ads on social networks, fan page-built out, online video, podcasts, widgets, social CRM
  19. 19. Are there pitfalls? Some . . . •  Companies fear loss of control; can’t I just send people to my web site? •  Don’t have to start until you are ready! •  Be a thought leader not a promoter; have a content roadmap. •  Don’t let the metrics hang you up; it’s different than traditional media and that’s ok. You’ll learn! •  It’s not advertising! Be human and authentic. •  Not every site or opportunity is right for you; choose carefully and focus.
  20. 20. Metrics/ROI Some thinking . . . •  Ditch conventional metrics •  Determining your ROI on your social media investment depends on what you want people to do •  Only you know what is meaningful to your organization •  Friends and followers are not necessarily engaging with your content •  Be quantitatively qualitative •  Measure things like unique visits, page views, followers, demographics, frequency, bounce rate, length of visit, etc. •  Also look at motive, intent and sentiment
  21. 21. Metrics/ROI Some thinking . . . •  Set up proper tracking •  Most use Google analytics to track user behavior •  Can enhance that with plug ins for social media, like Social Media Metrics •, PostRank and SocialToo can help track social activity as well. •  Aggregate analytics for reporting •  Analyze and engage •  It takes time to figure out which tools best track what you care about •  Use the data to know what is engaging and inform strategy
  22. 22. QR Codes What is it? •  Abbreviation for Quick Response code •  A mobile device readable barcode •  Simply a "print based hypertext link” •  Encode a URL into the QR Code and then point a camera enabled mobile device at it. If the device has QR Code decoding software installed on it, it will fire up its browser and go straight to that URL/web address •  A QR Code can contain a phone number, an SMS message, V-Card data or just plain alphanumeric text, and the scanning device will respond by opening up the correct application to handle the encoded data.
  23. 23. Contact Us Lori  Bi[er,  President/CEO   415.295.4575  extension  1[   Twi[er  @loribi[er   @con=nuumcrew   @40plusconsumers   @movebeyondage   Blog:   LinkedIn  Groups:  Move  Beyond  Age     Con=nuum  Crew  Boomer  Summit  Group  –  50+  social  network   23