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Online Marketing to Seniors via Social Media - Alpro Marketing Forum

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Presentation on Senior citizens, their Social Media behavior and marketing opportunities - Alpro Marketing Forum 2009/05/20

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Online Marketing to Seniors via Social Media - Alpro Marketing Forum

  1. 1. Social Media & 50+ Web 2.0. It’s all about facilitating conversations. Are you? Lode | Broekman Marketing Advies ALPRO Marketing Forum De Panne, 20th May 2009
  2. 2. Agenda <ul><ul><li>Introduction </li></ul></ul><ul><ul><ul><li>Me: online </li></ul></ul></ul><ul><ul><li>Everything 2.0 </li></ul></ul><ul><ul><ul><li>Well, how did we get here? </li></ul></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><ul><li>Overview </li></ul></ul></ul><ul><ul><ul><li>Cases </li></ul></ul></ul><ul><ul><li>Seniors & Internet </li></ul></ul><ul><ul><ul><li>Facts, figures, behavior </li></ul></ul></ul><ul><ul><ul><li>Cases </li></ul></ul></ul><ul><ul><li>Future of Social Media </li></ul></ul>
  3. 3. Introducing: Lode Broekman Amsterdam (1965) Muiderberg (1996) Daan (2004) Asia (1993) Marketing (1987) Internetjunk Broekman Marketing Advies (2007) Interactive Marketing Social Networking Propaganda & Marketingfacts
  4. 4. Daily Internet
  5. 5. Daily Internet
  6. 7. Yesterday’s news? <ul><li>The Web enables fulfilment of the existing need to communicate without having to bother about time, place and distance. </li></ul>Broekman Marketing Advies |
  7. 8. Consumers 2.0 “ The role of the consumer has changed from isolated to connected , from unaware to informed , from passive to active .” - CK Prahalad: The Future of Competition
  8. 9. Marketing 2.0 Role of brands changes “ Broadcaster” “ Facilitator”
  9. 10. OMD
  10. 11. The ways to share influence have exploded PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels
  11. 12. Web 2.0: Social Media
  12. 13. 1. Publish <ul><li>Weblogs </li></ul><ul><li>Wiki’s </li></ul><ul><li>Podcasts </li></ul><ul><li>Vodcasts </li></ul>
  13. 14. Weblogs: share whatever you want to share
  14. 15. Wikipedia: Alpro
  15. 16. Podcasts, Vodcasts, Streaming
  16. 17. 2. Share <ul><li>Pictures </li></ul><ul><li>Movies </li></ul><ul><li>Music </li></ul><ul><li>Knowledge </li></ul><ul><ul><li>Slideshare </li></ul></ul><ul><ul><li>Social Bookmarking </li></ul></ul><ul><ul><li>Tasks/Projects </li></ul></ul>
  17. 18. Flickr: 3,000,000,000+ pics
  18. 19. Youtube: 2 nd largest search engine worldwide based on search queries
  19. 20. Slideshare
  20. 21. Social Bookmarking: del.icio.us
  21. 22. 3. Discuss
  22. 23. Let them work for you 
  23. 24. 4. Social Networking <ul><li>Groups of individual users of online services who voluntarily share information with like minded people on common passions, interests or circumstances. </li></ul>Broekman Marketing Advies |
  24. 25. Different types of Social Networks SOCIAL FUNCTIONAL BROADCASTING PARTICIPATING Sources: Digital World (HH) & FD Plaxo SimplyHire Friendfeed, SecondBrain del.icio.us Twitter Epernicus.com, AdGabber.com, INmobile.org, Meettheboss.com Social Communities Facebook, Friendster, Hyves, Netlog, MySpace Practical Communities Flickr, Youtube, Blogger Netwerk Communities LinkedIn, Xing, Ecademy Cohesion Communities Wikipedia, TechCrunch, Alumni Networks
  25. 26. What do you do in a social netwerk? Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 40% Watched a video: 55% Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial): 51% Read a blog or journal: 47% Listened to music: 53% Send a friend/connection request: 59% Searched for someone that I used to know: 65% Looked at profiles of people I didn’t know: 70% Posted/updated my profile: 79% Sent a message to someone: 86% See what my friends are up to: Frequency Activity
  26. 27. Facebook usage per age
  27. 28. ThirdAge.com
  28. 29. Alpro on Netlog
  29. 30. Alpro on Facebook
  30. 31. 5. Microblogging <ul><li>Presence </li></ul><ul><ul><li>Twitter (Jaiku) </li></ul></ul><ul><ul><li>TripIt / Google Latitude </li></ul></ul><ul><ul><li>Updates: Facebook, Plaxo, MySpace, LinkedIn, Friendfeed etc. </li></ul></ul>
  31. 32. Twitter
  32. 33. Twitter search: Alpro
  33. 34. 6. Virtual worlds & Gaming
  34. 35. Web 2.0
  35. 36. Multi Social Network Syndrome
  36. 37. Best Practise: Obamarketing
  37. 38. Online needs offline
  38. 39. Marketing to Seniors <ul><li>Target groups don’t excist … </li></ul><ul><li>Users do! </li></ul>
  39. 40. Facts and figures: 50+ is not just 50+
  40. 41. The heat is on
  41. 42. Are Seniors Disregarded Online?
  42. 43. Facts and figures: The Netherlands <ul><li>74% of 50+ is online </li></ul><ul><li>Of these people, 22% (869,000) is a member of at least 1 social network </li></ul><ul><ul><li>Hyves </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Facebook </li></ul></ul>
  43. 44. Facts and figures: Other <ul><li>93% of 50+ online in UK knows Facebook, 90% knows MySpace, 40% (!) is member of a social network </li></ul><ul><li>30% of Belgian 50+ online (374.000) is a member of at least 1 social network. </li></ul><ul><ul><li>Facebook 47% (known) 14% (member) </li></ul></ul><ul><ul><li>Netlog 22% </li></ul></ul>
  44. 45. Behavior (US)
  45. 46. Behavior (Europe) <ul><li>40% of babyboomers reads content in social media </li></ul><ul><li>10% posts in fora, reviews or ratings </li></ul><ul><li>10% uploads its own content (blogging, YouTube) </li></ul>
  46. 47. Behavior compared to young adults
  47. 48. Behavior. So … <ul><li>Users 50+ are online news junkies.  42% of those 50+ check the Internet for news daily or several times a day, compared to 18% of users under 20. </li></ul><ul><li>They love their online communities.  Those 50+ report extensive involvement in their communities: 58% log in to their online community daily or several times a day, compared to 47% of those under 20 years of age. </li></ul><ul><li>A significant number have increased their social activism.  Participation in online communities has increased social activism for 30% of members 50 and older, compared to 29% who are under the age of 20. (Presidential candidates take note!) </li></ul><ul><li>They’re maintaining social relationships online. Among users under 50 years of age, 46% said the internet is important or very important in maintaining their social relationships – identical to those over 70. Over 70! </li></ul>
  48. 49. Online Marketing to Seniors <ul><li>Focus on lifestyle, not on age! </li></ul><ul><li>Topics </li></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Finance </li></ul></ul><ul><ul><li>Law </li></ul></ul><ul><ul><li>Government </li></ul></ul><ul><li>Interact. Do: </li></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Sampling </li></ul></ul><ul><ul><li>“ Win!” </li></ul></ul><ul><ul><li>Coupons </li></ul></ul>
  49. 50. Case: Plusonline.nl
  50. 51. Case: Plusonline.nl <ul><li>Leading Seniors magazine (250,000 subs) </li></ul><ul><li>1.8 million pageviews per month </li></ul><ul><li>Weekly newsletter </li></ul><ul><ul><li>110,000 addresses (70% non magazine subs) </li></ul></ul><ul><ul><ul><li>55,000 near complete profiles </li></ul></ul></ul><ul><ul><li>Open rate 40% </li></ul></ul>
  51. 52. Usability: keep this in mind <ul><li>Visuals. Visuals. Visuals. </li></ul><ul><li>Navigation made easy </li></ul><ul><ul><li>Distinguish between visited and unvisited links </li></ul></ul><ul><ul><li>Use static user interface widgets and designs that do not require pixel perfect pointing </li></ul></ul><ul><li>Larger font sizes </li></ul>Source: Jakob Nielsen, useit.com
  52. 53. Usability case: Seniorweb.nl
  53. 54. Case: Feierabend.de
  54. 55. Case: Platinnetz.de
  55. 56. Forum
  56. 57. Let’s look forward, shall we?
  57. 58. Future of Advertising
  58. 59. Future of Web (3.0) <ul><li>1.0 -> 2.0: </li></ul><ul><ul><li>Social internet </li></ul></ul><ul><li>2.0 -> 3.0: </li></ul><ul><ul><li>Smarter internet’ </li></ul></ul>
  59. 60. The Future Internet world : BRIC Broekman Marketing Advies |
  60. 61. The Future Internet world : BRIC
  61. 62. Future of Social Media
  62. 63. The Future by Jeremiah Owyang (Forrester, May 2009) <ul><li>Today’s social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising. </li></ul><ul><li>IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate. </li></ul><ul><li>Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products . </li></ul>
  63. 64. Future of Communities Defriending
  64. 65. Future of Mobile Internet
  65. 66. Let’s not forget … today or tomorrow … It’s not just technology … It’s about people and their needs.
  66. 67. Any questions? ???
  67. 68. Thank you!
  68. 69. Broekman Marketing Advies Graaf Florislaan 9 Lode Broekman 1399 VL Muiderberg M +31 (0)6 811 32 975 [email_address] www.broekmanmarketingadvies.nl Broekman Marketing Advies

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