Ibs 2012 social_creating results - social and more

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Presentation on social media marketing to baby boomers and seniors. Statistics on social networking usage by older adults, why they connect, do they like brands and more. PLUS 5 ways to kick your baby boomer and senior social media marketing into high gear.

Business Technology

WHY
(or why not)
they use
Social Networking

MARKETING TO THE 50+ BUYER: Social Media and So Much More

HOW
they engage on
Social Media

MARKETING TO THE 50+ BUYER: Social Media and So Much More

How

YOU
can apply this
knowledge to your
marketing

MARKETING TO THE 50+ BUYER: Social Media and So Much More

But First, Some General Stats

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Internet vs Total Population

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Emails Sent Per Generation

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Popular Website Categories - ALL

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Social networking site use by online adults 2005-2011
The percentage of all adult internet users who use social networking sites since 2005

MARKETING TO THE 50+ BUYER: Social Media and So Much More

The Social Landscape

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Level of Social Networking (By Ages)

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Like Most About Social Networking (By Age)
40.0%

35%
35.0%

30.0%
27%
25%
25.0% 24% 24% 24%
21% 22%
20.0% 19% 19%
17% 17% 17%
15.0%
12%
10.0%
9% 10%

5.0%

0.0%

Convenience/ Connecting with Catch up with old Nothing
ease of contact family/ friends friends
40‐54 Pct 55‐64 Pct 65‐74 Pct 75+ Pct

MARKETING TO THE 50+ BUYER: Social Media and So Much More

MARKETING TO THE 50+ BUYER: Social Media and So Much More

#1 REASON:

CONNECTIONS

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Men more likely than women to be motivated by work/career

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Invitations from Friends or Family Members

MARKETING TO THE 50+ BUYER: Social Media and So Much More

What Would Motivate Trial (By Age)

MARKETING TO THE 50+ BUYER: Social Media and So Much More

You Really Like Us… or Do You?

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Engage with Brands on Social Networks

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Benefits of “Friending” Brands

21.50%

21.05%
21.00%

20.50%
20.18%

20.00%

19.50%
19.30%

19.00%

18.50%

18.00%

Discounts, Coupons, Convenient Info In the Know
Offers Channel

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Three Types of Privacy Concerns

NO PRIVACY – Exposure

PRIVACY/INTRUSION – People who are concerned
about how intrusive social networks and/or people on
them are, invading their personal lives

PRIVACY/SAFETY – Those who are concerned about
how their information is used or abused

MARKETING TO THE 50+ BUYER: Social Media and So Much More

How They are Using Social Networking

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Commonly Used Sharing Tools (All Ages)

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Use Email as Social Sharing Tool

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Use Email as Social Sharing Tool

Older the respondent, more likely to view email
as a social tool
Singles say email is a sharing tool 3x more
than couples
Retired cite it nearly 7x more
than working and nearly
8x more than unemployed

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Top 5 Ways to Kick
Your Social Media
Into High Gear

5. Provide clear and simple privacy policies.

4. Make it personal and show your appreciation

3. Incorporate tools that make it easy to share their experiences

2. Use social media to converse with your followers, not talk at them.

1. Expand Your Horizons -Social Media is more than Facebook and Twitter

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Download your copy TODAY:
www.creatingresults.com/SilverSocialSurfers
MARKETING TO THE 50+ BUYER: Social Media and So Much More

2010 RESEARCH

QUESTIONS?
CREATING RESULTS

Beth Rand
beth@creatingresults.com

www.CreatingResults.com
BLOG: www.MatureMarketingMatters.com
www.twitter.com/CreatingResults
Experts in marketing to mature consumers
MARKETING TO THE 50+ BUYER: Social Media and So Much More

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guest20b3ff55

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