aarp social: white house council on aging report

O U T C O M E S :

M E T H O D O L O G Y :

WHITE HOUSE CONFERENCE ON AGING: !SOCIAL MEDIA OUTCOMES

Strategy:

Liaised with the White House team and White House Conference on Aging (WHCOA) staff for six months leading up to event and through regional forums to make strategic recommendations on engaging livestream viewers and influencers in the conference

Day of Event:I . Shared the President’s op-ed on Facebook and Twitter to engage our communities in

conversation and drive them to watch the event livestream

I I . Partnered with WHCOA staff to highlight questions from AARP’s social community on-stage at the conference

I I I . Tweeted highlights, announcements, link to the livestream, and key quotes from influencers and AARP leadership throughout the day of the conference

I . The President’s op-ed reached 103K people and garnered 4,254 engagements across Facebook and Twitter. President Obama also tweeted the op-ed, garnering 1,329 replies, favorites and retweets

I I . #WHCOA trended on Twitter nationwide much of July 13, with 36,135 mentions

I I I . 986 tweets mentioned both #WHCOA and AARP

I V. 265 tweets mentioned both #WHCOA and #DisruptAging

V. President Obama’s column on AARP.org received 11,503 visits, with 82% from social

L E A R N I N G S A N D R E C O M M E N D AT I O N S :

I . Integration of the hashtag on the livestream helped increase the reach and depth of the social conversation around the event

I I . For future events, stronger advance coordination internally about assets being created across our digital platforms will help drive real-time engagement in the conversation on social

I I I . Top-performing tweets show our audience engaged most with deeply relatable quotes from influencers and industry leaders

T O P T W E E T S :

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