Social media for retirement communities (CCRCs) - Understanding what you can do, should do and why when marketing to seniors through social networks. Deck from September 2010 webinar presented by Todd Harff and Creating Results Strategic Marketing
A presentation on November 3, 2011 at the Annual Conference of the National Association for the Education of Young Children in Orlando Florida by Fran Simon, Engagement Strategies
When entering into the realm of social media for your organization, it's important to build a solid foundation from which to launch. The 4 P's of social media - Planning, Policy, Privacy, and Participation are the pillars upon which to create a successful social media presence and community.
A presentation on November 3, 2011 at the Annual Conference of the National Association for the Education of Young Children in Orlando Florida by Fran Simon, Engagement Strategies
When entering into the realm of social media for your organization, it's important to build a solid foundation from which to launch. The 4 P's of social media - Planning, Policy, Privacy, and Participation are the pillars upon which to create a successful social media presence and community.
Strategic Leadership and Social Media For Social GoodMichelle Johnson
Notes from the Strategic Leadership and Social Media for Social Good Workshops on Friday, July 24, 2009, hosted by the University of Richmond, Jepson School of Leadership Studies
NBTDA Madison Conference Facebook and twitter110610Wendy Soucie
Wendy Soucie www.wendysoucie.com presented on Using FaceBook and Twitter to market bike tours and connect with riders before, during and after the ride.
This presentation was designed to help community-focused organizations elevate their social media marketing beyond the basics. From how to build a strategy, tips for content marketing, and tools to create/share better content, this presentation covers a wide variety of topics. Initially delivered to the Ohio Association for County Boards, government agencies that serve people with developmental disabilities, the presentation will help organizations look as amazing *online* as they are offline.
This presentation was given at the 2010 IASA Annual Conference. It details the basics of personal branding, how the world of work is changing, the basics of social media and social networking and using these new tools for career development.
Kent House and KUSBP "Using Social Network sites to develop business" eventKent House
Kent House and Keele University Science and Business Park presentation for local businesses on how to take advantage of social networking techniques, social media, and social marketing.
This presentation, given at 2009 Social South, uses the lessons from the culture of "Southern Hospitality" as a foundation to discuss a critical aspect of a social media strategy - Can you be your authentic "self" while staying true to your company's value and culture?
It is imperative thought that a social media strategy be put in place before a single post or tweet goes out because you must first answer the question “why are we on Twitter/Facebook/YouTube?” If you can’t describe your Facebook page addresses an overall communications objective then you’re not yet prepared.
This presentation, created for the 2011 Minnesota Recreation and Park Association Annual Conference, will hopefully help you build a foundation for engaging online communities and provide you with some useful tools for managing your organization’s social presence.
Social Media Revolution - Creating Your Personal Online ProfileWalter Adamson
Target audience - beginners in creating their online personal online presence, and some of their employers. "Getting started - creating your personal presence and brand" Presentation to "Future Directions – Young People in Property" Property Council of Australia Victoria Branch 24 September 2009
Strategic Leadership and Social Media For Social GoodMichelle Johnson
Notes from the Strategic Leadership and Social Media for Social Good Workshops on Friday, July 24, 2009, hosted by the University of Richmond, Jepson School of Leadership Studies
NBTDA Madison Conference Facebook and twitter110610Wendy Soucie
Wendy Soucie www.wendysoucie.com presented on Using FaceBook and Twitter to market bike tours and connect with riders before, during and after the ride.
This presentation was designed to help community-focused organizations elevate their social media marketing beyond the basics. From how to build a strategy, tips for content marketing, and tools to create/share better content, this presentation covers a wide variety of topics. Initially delivered to the Ohio Association for County Boards, government agencies that serve people with developmental disabilities, the presentation will help organizations look as amazing *online* as they are offline.
This presentation was given at the 2010 IASA Annual Conference. It details the basics of personal branding, how the world of work is changing, the basics of social media and social networking and using these new tools for career development.
Kent House and KUSBP "Using Social Network sites to develop business" eventKent House
Kent House and Keele University Science and Business Park presentation for local businesses on how to take advantage of social networking techniques, social media, and social marketing.
This presentation, given at 2009 Social South, uses the lessons from the culture of "Southern Hospitality" as a foundation to discuss a critical aspect of a social media strategy - Can you be your authentic "self" while staying true to your company's value and culture?
It is imperative thought that a social media strategy be put in place before a single post or tweet goes out because you must first answer the question “why are we on Twitter/Facebook/YouTube?” If you can’t describe your Facebook page addresses an overall communications objective then you’re not yet prepared.
This presentation, created for the 2011 Minnesota Recreation and Park Association Annual Conference, will hopefully help you build a foundation for engaging online communities and provide you with some useful tools for managing your organization’s social presence.
Social Media Revolution - Creating Your Personal Online ProfileWalter Adamson
Target audience - beginners in creating their online personal online presence, and some of their employers. "Getting started - creating your personal presence and brand" Presentation to "Future Directions – Young People in Property" Property Council of Australia Victoria Branch 24 September 2009
Social Media "101" - demystifying and defining benefits of social media marketing for nonprofit organizations. Presentation by Creating Results, LLC (strategic marketing) to Coalition for Human Services luncheon in Virginia on 3/11/2010.
It is imperative thought that a social media strategy be put in place before a single post or tweet goes out because you must first answer the question “why are we on Twitter/Facebook/YouTube?” If you can’t describe your Facebook page addresses an overall communications objective then you’re not yet prepared.
This presentation, created for the 2011 Minnesota Recreation and Park Association Annual Conference, will hopefully help you build a foundation for engaging online communities and provide you with some useful tools for managing your organization’s social presence.
An introduction to social media - some popular tools, stats, developing of a strategy, and examples. This presentation is part of a larger workshop for new farm and food businesses.
Social Media in Business - Best Practice for EntrepreneursAmar Trivedi
On Thursday 5 April, 2012, I was invited by the New Zealand Centre for Social Innovation (NZCSI) as a Social Media - Expert Witness to present to the Class of 2012 at Social Entrepreneurs School (SES) at Ko Awatea Centre, Auckland.
I had the honour of giving an introductory 90 minute session on Social Media in Business - Best Practice for Entrepreneurs. I titled it Social Media for SOLO-preneurs i.e. entrepreneurs (usually 1-2 person teams) armed with heaps of passion and a business plan to go with it.
I created this presentation mainly in the hope it inspires small businesses and professionals to get started, have a play and explore the vast possibilities (or switch up a marketing gear and take it up a notch or two) with social media.
Q - Who is a Social Entrepreneur?
A - "Social entrepreneurs act as the change agents for communities and society, developing ideas and new approaches, creating and implementing solutions to social problems that change society for the better."
COVID-19 is a challenge that every business in every industry will have to navigate in its own unique way.
The Creating Results team partnered with AKCG – Public Relations Counselors to present practical recommendations for senior living communities as they continue their marketing and communications efforts in the midst of a global concern. During this webinar, you’ll learn how to:
• Respond to an immediate crisis, both internally and externally
• Prepare for reputational risks posed by the COVID-19 concern
• Adapt your messaging to prospects, where to advertise to them and how to connect with prospects during this period of “social distancing”
• Make adjustments to service line allocations to better meet business needs
Presenters:
Chris Lukach, President, AKCG - Public Relations Counselors
Kimberly Hulett, President, Creating Results
Melissa Caravella, Vice President, Client Services, Creating Results
For 55+ and senior living communities, opportunities often exist to align your sales and marketing efforts in order to provide a better experience to prospects and shorten the sales cycle.
Many senior living communities are repositioning their payer mix in order to adapt to the rising costs of operating their businesses. Making this shift can be challenging, yet many communities find it to be the easiest part in the process.
Evolving your team's approach and your community's strategies is often a more difficult endeavor, but has a higher impact on sales and revenue.
In this webinar, senior living expert and Creating Results President Kimberly Hulett will present:
*The process for transforming your payer mix from a sales and marketing perspective over a 12-month period, successfully positioning and optimizing your community for exponential growth
*Examples of what truly works — and what doesn’t! — in reshaping your community for maximum future potential
*Guidance on your community’s goals and milestones for a successful transition, so you can apply them after the webinar
More and more older adults want to find ways to make their next move their last — which makes an impact on the marketability of both 55+ and senior living communities. Universal design — design and programs that facilitate aging in place — is a typical approach to helping create a forever home.
While universal design offers builders and senior living providers the opportunity to create a truly ageless living environment, positioning these features to each unique target market is the key to driving sales in a competitive market. Join us to learn how to market universal design from experts who’ve been serving older adults for a combined 40+ years!
Moderator:
Beth Mickey, Sr. Client Services Director and Certified Aging in Place Specialist, Creating Results
Speakers:
Jane Marie O’Connor, Consultant and Principal, 55PlusMarketing, Hawley, MA
Kate Ruddy, Director, Atrio Home Care, Grand Rapids, MI
Trading Places is a dynamic panel of senior living experts with experience in both provider and agency roles. This unique background provides them with insights into the needs of both audiences.
You'll learn how to:
*Negotiate a beneficial contract
*Establish a marketing budget
*Allocate marketing dollars most effectively
How to woo and win active adult prospects as buyers at your 55 plus housing community. Advice for marketing to boomers first given at the 2009 Building for Boomers conference by Creating Results' Todd Harff and co-presenters.
As Michael Eisner, former CEO of Disney once said, “A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”
The power of branding goes beyond a logo. It makes a distinctive promise to the marketplace and to its team members, drives a unique and compelling image and supports development of critical competencies that allow the organization to deliver on the promise now and and in the future.
Learn the four steps in developing a strong brand.
For more a case study on how Creating Results has helped clients develop their brand, visit http://www.creatingresults.com/index.cfm/menu/page/stub/North-Hill-Brand-Identity.
Authors Todd Harff, Rebecca Donato, Robert E. Snyder. Presented at LeadingAge Annual Meeting, October 2012.
The return on investment for email marketing is greater than every other marketing channel.
And, because it is a measurable avenue, you can know how your subscribers are interacting with your emails.
And they ARE interacting.
Learn how to use email to effectively reach your targets, motivate them to act and measure your results.
For a case study on how Creating Results helped a client gain significant results in their email program, visit http://www.creatingresults.com/index.cfm/menu/page/stub/North-Hill---True-North-Email.
Authors Erin Read, Beth Rand. Originally presented to Planned Giving Group of New England, November 2012.
Wondering whether to go with a print or digital newsletter for your 50+ housing marketing? It's not either/or -- it's AND! Learn the benefits of print, and the advantages of email newsletters. Get tips that will improve your impact on 50+ homebuyers.
Author Erin Read. Prepared for National Association of Home Buyers 50+ Housing online magazine, March 2013.
Presentation to the International Council on Active Aging on using social media, websites and other online tools to gather market research and new insights into baby boomers and seniors.
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.
Presentation on the health and future of 50+ housing, given changing economics and the demands / desires of baby boomers to reinvent retirement. Includes charts on household income growth by age group. Delivered as part of a panel discussion at the International Builders' Show 2012.
A five step program for becoming socially engaged. This social media action plan helps marketers new to social media marketing develop their strategy and get better results.
Statistics and insights into the most popular social networks, especially users by age of Facebook, Twitter and LinkedIn. Find out which social networks are most popular with baby boomers and seniors.
Statistics, insights into the use of social media by seniors 65 years old or better. How many members of the Silent Generation are using online social networks? How does this compare to younger generations? What does it mean for marketers?
More from Creating Results - Strategic Marketing (20)
2. Agenda
• Benefits of Social Engagement
• What Social Media Is
• Who Is Using Social Media
• How They’re Using It
• What You Can Do
• What You Must Do
6. Is Social Media Marketing worth my
company’s investment?
What can it do for us today?
What can it do for us tomorrow?
7. Benefits of Social Engagement
• Drive traffic – Generate leads
– Branding, name recognition
– Lift and substitute for traditional advertising and
community outreach
– Lift search results
– Lift web traffic
– Connect with media
– Leverage the networks of your Residents, their
families, supporters and employees
8.
9. Benefits of Social Engagement
• Listen, get feedback
• Improve relationships with all stakeholders
• Find vendors, sources, partners and prospects
• Recruit
• Inspiration
11. When you boil it down,
it’s about listening to your customers,
being helpful by offering your knowledge and
giving them interesting content
to share and thereby advocate for you.
- Amy Mengel
12.
13.
14.
15.
16.
17.
18.
19.
20. Social Networking Defined
• The stops your brand’s message makes
• Faster, wider, more transparent
• Fewer barriers between you and your audience
• Less control
• Interactive and instant
21. Platforms and Tools
• Social Networking Sites • Online Conversations
– Facebook, LinkedIn, – Blogs
Twitter… – Message boards, forums
– Niche sites – industry or – Comments
passion
• Podcasts
• Social (Content) Sharing
• Wikis
– YouTube, Flickr
– Digg, De.li.cio.us, reddit
28. Creating Results’ Research: Silver & Social Surfers
• National survey of 40+ Internet users plus video in-
depth interviews
• Look at motivations, ease of use, attitudes
29. Primary Reason for Trying Social Networking
Curious/N reason
o
9%
O friends
ld
Connect w/ family
5%
7%
Fam invite
ily Photos
9% 4%
Never tried
Friends invite 4%
14%
Connect w/ friends
16% Work/career
29%
30. Forced by W ork W hat W ould Motivate Trial?
4%
Pressure from Friends
More Time
4%
4%
Connect with Family
4%
Better Privacy Controls
7%
Absolutely Nothing
62%
Better Understanding/
Clearer Advantages
15%
31. Do You Want To Engage With Companies Through Social N orks?
etw
Yes
18%
No
30%
Maybe
23%
Not Really
29%
32.
33.
34. Creating Results’ Research: Silver & Social Surfers
• Anti-Social Media?
– “I am enrolled in social networking to reconnect with
friends not to be bothered with advertisements.”
– “I see this as my personal time. If I were out with
friends I wouldn’t want a business to try to join us.”
– “Maybe it would be okay with LinkedIn.”
36. 1. Monitor
• Know what people are
saying …
– About you
– Your company
– Your competitors
– Industry trends
• Resources:
– Google alerts,
SocialMention, Twilert
– Search w/in platforms
– RSS and email subscriptions
37. 2. Recruit
• Advertise job opportunities
• Build positive brand image
with future hires
• Resources:
– LinkedIn – used by nearly
80% of companies recruiting
with social media … and
proving most successful
– Twitter – jobs feeds
– SlideShare – case studies on
social recruitment
38. 3. Extend your brand’s reach
• Generate awareness
• Be introduced to new circles by a “friend” who
vouches for you
• Find new channels to distribute content
• Resources:
– AddThis
– YouTube, Digg, etc.
39. 4. Drive traffic
• Link to your website in
content, on personal/
professional profiles
• Promote events
• Resources:
– Bit.ly (for shorter links)
– Facebook events
– Flickr (for post-event photo
galleries)
40.
41. 5. Boost natural search results
• Backlinks to your site from
highly-valued websites
• Drive more and new traffic
to your website
• Start a blog
• Join or start conversations
(w/ backlinks)
• Real-time tweets included
in results delivered by
Google, Bing, Yahoo
42. 6. Listen
To what they say … and how
they say it …
• On your channels, promote
conversation and encourage
honest feedback
• On other channels,
“eavesdrop” Listen & Learn
43.
44.
45. 6. Listen
• Resources:
– TimeGoesBy.net (especially
the comments! Great list of
elderbloggers, too)
– Eons
– A Place for Mom
46. 7. Learn
• Ask questions and get answers
– Of industry colleagues
– Of residents
– Of prospective residents
• Find metrics and benchmarks and best practices
• Resources:
– LinkedIn, Facebook, et al
– Association platforms
– SlideShare, blogs, more
47. 8. Build community
• Start first by proving yourself a valuable member of
existing communities
• Share relevant news/resources
48.
49. 8. Build community
• Make it easy for your
audiences to connect with
each other
– You provide the spark
– They interact freely (unfiltered)
• Spotlight contributors,
influencers (in a genuine way)
50. 8. Build community – Engagement
• Loss of message control
• Involve your audience
• Create a dialogue
51. 9. Make friends
• Give. Give generously.
Give frequently.
– Of your time
– Of your content
– Of discounts & freebies
– On your platforms
– In comments on others’
platforms
• Play match-maker for
resources, partners,
influencers
• Make it easy for them to
share your news
52. 10. Provide customer service - Monitor
• Monitor for issues and quickly respond
– The earlier you respond the more effective you can be
• Respond to requests on and offline
• Resources:
– Google alerts, Twitter searches (Hootsuite, Co-Tweet)
54. 10. Improve customer service - Deliver
• Use social networks to
make relationships with
prospects/targets feel more
intimate
• Fill seniors’ insatiable need
for information by
providing more details
• Resources:
– Twitter, Flickr
– 1to1media.com
55. And …
11. Encourage user generated content
12. Run contests
13. Run a location-based promotion or implement a loyalty
rewards system for staff, residents or prospects
58. Where to Start
1. Set simple policies to guide social engagement
2. Develop a strategic social media plan
3. Commit resources
4. Educate yourself
5. Face Reality
59. Face Reality
• Even contagious messages die
– 10% forward rate would be great
• Reach and Frequency now cheap
– The new challenge => Getting people’s attention
60. Face Reality
• Brand messages are no
longer in your control
– If you invite users to upload
photos … be prepared and
welcoming of a bunch of old
wrinkly people
– Know how you’ll handle
negative/off topic comments
• It takes time and
commitment
61.
62. Baby Boomers and seniors still value a personal, direct, one-to-one feeling
63. You don't need a social media strategy –
You need a brand strategy that leverages social media.
Don't get off the brand strategy just because there's a
new communications channel,
that's how you lose the plot as a brand.
Technology is the tail, not the dog.
- Chris Kirubi, Coca Cola Nairobi