Leading age2011

1. DATE October 2011 CLIENT LeadingAge 2011

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. 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. 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. 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. 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. 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 Facebook.com 39% 39% 43% 50% Twi[er.com 5% 8% 15% 14% Linkedin.com 6% 8% 11% 10% Classmates.com 19% 20% 21% 12% Myspace.com 11% 10% 22% 29% None of these 50% 47% 45% 32%

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. 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. 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% Facebook.com 31% 44% 58% TwiOer.com 8% 12% 16% Linkedin.com 4% 11% 16% Classmates.com 17% 23% 22% Myspace.com 13% 16% 20%

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. 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. Role of Social Media in the Marketing Plan

14. Age Distribution on Social Sites

15. How does social media fit into your plan?

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. 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. 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. 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. 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. 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 •  Bit.ly, 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. 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. Contact Us Lori Bi[er, President/CEO 415.295.4575 extension 1 lori.bi[er@con=nuumcrew.com Facebook.com/con=nuumcrew Facebook.com/movebeyondage Twi[er @loribi[er @con=nuumcrew @40plusconsumers @movebeyondage Blog: www.boomersinthewild.com LinkedIn Groups: Move Beyond Age Con=nuum Crew Boomer Summit Group Eons.com – 50+ social network 23

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