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Social Communications: What’s
Next for Boomers & Beyond



IFA 11th Global Conference on Ageing
May 30, 2012


Tammy Gordon - @floridagirlindc
AARP - @AARP
AARP.org  Facebook.com/AARP  Twitter.com/AARP  YouTube.com/AARP  AARP.org/mobile
Social @AARP
•   Vision
•   Social media guidelines
•   6 person team reporting to Digital Strategy
    – manage blog and social platforms
•   53 field offices manage local social
•   Track over 100 social accounts enterprise
    wide, across 40 different goals
•   #4 goal for AARP is growing our online
    communities
•   Pilot programs for calls to action –
    join/renew, advocacy, volunteering,
    fundraising
                                                  AARP   2
Know Your Audience &
Focus Your Priorities
AARP Facebook
Screen




                AARP
AARP Youtube Screen




                      AARP
AARP Twitter Screen




                      AARP
AARP Twitter
“Spokespersons”




                  AARP
AARP 8
AARP Mobile




• iPhone content and member card app         • Texterity iOS and digital newsstand apps
     •   Navigate product pages                   • AARP partners’ print ads available in
                                                    digital facsimiles of AARP Pubs with live web
     •   Play video clips
                                                    links. Ads and sponsors on mobile apps.
     •   Ability to clip product pages
                                             • AARP.org mobile landing pages
     •   Share by email, Twitter, Facebook        • Destination for mobile promotions and
     •   Member card with barcode                   site traffic re-circulation
                                                    http://aarp.org/mobile
     •   Join / renew                             • Support for content display on feature phones. Access
     •   Speed dial to the Member                   via Consumer Cellular phones
                                                    http://m.aarp.org (Coming 2Q2011)                       9
         Contact Center
AARP.org Tech Channel
AARP Social Today
• We aren’t just broadcasting at our members, we’re
listening and engaging with them daily.
• Staff, volunteers, 3rd party advocates act as brand
ambassadors, spokespersons.
• Delivering local, personalized content to members
on whatever device they choose to use.
• We let our members know about the hot new
technology and why it matters to them AND make
them aware of scams, privacy issues.
• Members don’t seek deals & discounts, they are
delivered to them directly.
• Members don’t need to carry hard copy of their
AARP card. It’s an app on their phone.
                                                   AARP   11
Q&A




IFA 11th Global Conference on Ageing


Tammy Gordon - @floridagirlindc
AARP - @AARP

AARP.org  Facebook.com/AARP  Twitter.com/AARP  YouTube.com/AARP  AARP.org/mobile

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1 gordon social aarp

  • 1. Social Communications: What’s Next for Boomers & Beyond IFA 11th Global Conference on Ageing May 30, 2012 Tammy Gordon - @floridagirlindc AARP - @AARP AARP.org  Facebook.com/AARP  Twitter.com/AARP  YouTube.com/AARP  AARP.org/mobile
  • 2. Social @AARP • Vision • Social media guidelines • 6 person team reporting to Digital Strategy – manage blog and social platforms • 53 field offices manage local social • Track over 100 social accounts enterprise wide, across 40 different goals • #4 goal for AARP is growing our online communities • Pilot programs for calls to action – join/renew, advocacy, volunteering, fundraising AARP 2
  • 3. Know Your Audience & Focus Your Priorities
  • 9. AARP Mobile • iPhone content and member card app • Texterity iOS and digital newsstand apps • Navigate product pages • AARP partners’ print ads available in digital facsimiles of AARP Pubs with live web • Play video clips links. Ads and sponsors on mobile apps. • Ability to clip product pages • AARP.org mobile landing pages • Share by email, Twitter, Facebook • Destination for mobile promotions and • Member card with barcode site traffic re-circulation http://aarp.org/mobile • Join / renew • Support for content display on feature phones. Access • Speed dial to the Member via Consumer Cellular phones http://m.aarp.org (Coming 2Q2011) 9 Contact Center
  • 11. AARP Social Today • We aren’t just broadcasting at our members, we’re listening and engaging with them daily. • Staff, volunteers, 3rd party advocates act as brand ambassadors, spokespersons. • Delivering local, personalized content to members on whatever device they choose to use. • We let our members know about the hot new technology and why it matters to them AND make them aware of scams, privacy issues. • Members don’t seek deals & discounts, they are delivered to them directly. • Members don’t need to carry hard copy of their AARP card. It’s an app on their phone. AARP 11
  • 12. Q&A IFA 11th Global Conference on Ageing Tammy Gordon - @floridagirlindc AARP - @AARP AARP.org  Facebook.com/AARP  Twitter.com/AARP  YouTube.com/AARP  AARP.org/mobile