what seniors want from online marketing and social media.vanha 2013
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VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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TAKE AWAYS—ACTION ITEMS
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Seniors are Online—and Spending In 2012, for first time, more than 1/2 of 65+ Americans using
web
Social, Silver Surfers National study of 800+ Internet users over 40
Update of 2010 research (http://bit.ly/SocialSilverSurfers)
Offline intercept studies at locations attracting active adults;
online polling
Examine web and social media usage patterns, attitudes
Results to be released in July 2013—VANHA the first senior living
audience to see new, preliminary data in May 2013
Web Categories of Websites Visited
Lifestage strongly influences where people spend time on the web
CATEGORY POPULAR WITH
Research, Reference
Health, Medical, Wellness
47% of 65-74 year olds, 49%
of 75+
59% of 55-64 year olds
Weather
Travel
Shopping
News
71% of 65-74, 60% of 75+
69% of 65-74, 58% of 75+
69% of 65-74, 58% of 75+
78% of 65-74, 71% of 75+
VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Use of Web in Move Journey Use in Move Journey
Use of Directories by Leading Edge Boomers, 75+ has increased
since 2010
Use of Community Websites by Silent Generation and 75+ has
decreased since 2010
For marketing senior living, see diminishing ROI with Social Media
(cited by 6% of 65-74 year olds, 0% of 55-64 year olds and 75+),
Craigslist (used by 18% of 65-74 year olds, 0% of 75+) and Realtor
Websites (41% of 65-74 year olds, 14% of 75+).
Actions taken on Community Websites:
Most users Print Information, Fill Out Forms, Use Internal
Search
Fewest users Share Information with a Friend, or Like/
Follow/Pin
VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Web Use in Move Journey
While use of Community Websites has decreased slightly, but
importance has grown
Rejected a community based on website alone:
Top Housing Website Pet Peeves
All Ages
Requires registration to get information
Hard to figure out where to go on site
Hard to find contact information
Requires download of special applications
Site is slow
Older Age Groups
Don’t say what price is (56% of 65-74 year olds, 71% of
75+)
Floor plans illegible or incomplete (33% of 55-64, 25% of
65-74, 43% of 75+)
VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Web Privacy Concerns
All ages concerned
about safety/security of
online forms
Be sure to include
obvious, easy-to-
understand privacy
policies on your website
Favorite Features
Top features from 2010 research remain popular with all ages
Printer Friendly Pages
Internal Search Tools
Easy Navigation
Games, Links to Other Sites/Information more popular with older
cohorts
Text re-sizing decreased in popularity for all ages since 2012, still
appreciated by more than 20% of seniors over 65
VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Social Media Use of Social by Older Age Groups
Still not used a high percentage of seniors but we are seeing
exciting growth and opportunities
More than just Facebook
More than 200 well-known networks, hundreds more small ones
“Social Media Revolution” http://www.youtube.com/watch?
v=QUCfFcchw1w
Social sharing tools also important—Those most commonly used by
40+:
Email a friend
YouTube
Comments
Reported use of User Reviews and Comments by all ages increased
since 2010
Youngest age group most fond of comments
Oldest age group strongly favors Email
VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Social Media Level of Social Networking Activity
Use by active aging adults on the rise, BUT
1/3 of our 65+ respondents and nearly 1/2 of our 75+ respondents
aren’t using social at all (in line with other national research)
Top Online Social Networks for Seniors
Facebook.
(For details, see http://knowledge.creatingresults.com/2013/02/19/us-
social-network-users-by-age-group-new-statistics-from-pew/)
VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Why Marketers Use Social #1: Increase awareness / Generate Leads Branding, name recognition
Lift and substitute for traditional advertising
Drive traffic
Drive web traffic
Other benefits:
Monitor, recruit, provide customer service
Listen/learn
Improve relationships with stakeholders
Find vendors, sources, partners
Find inspiration
Challenges:
Customer desires/expectations for social networking not aligned with
marketers’ desires/expectations
Marketers jumping in or pursuing the “new shiny” — no strategy, no
plan, no measurable goals
Why Seniors Use Social To Connect with Offline Networks of Family/Friends
NOT to Connect with Brands
Q: Do you want to be a brand’s friend/follower/fan?
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VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Case Study: North Hill Situation:
28-year-old CCRC west of Boston
National innovator, local leader
Now facing occupancy challenges and perception of senior living
community within the local market as stuffy due to somewhat dated
messaging and imagery
Solution:
True North—largest initiative in
community history, more than $100 million in new/expanded
amenities, programs, employees
Integrated marketing program including social media marketing
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VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Case Study: North Hill Step 1: Set Strategy and Goals
Audiences
Strategic Approach—part of an integrated program
Measurable goals (specific to each platform)
Step 2: Structure and introduce to team members
Social media guidelines—make roles and commitment clear
Friendraising action plan
Content Calendar
Kick-off
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VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Case Study: North Hill Step 3: Gain trust and participation of team members
Detailed expectations and roles
Making sharing/ contributing easy
Step 4: Monitor, Measure, Make Adjustments
Every major social network offers built-in analytics
Apply insights to mix of and on various channels
(Details / how-to in presentation at www.CreatingResults.com/VANHA)
Results:
Detailed results by channel can be found in case study at http://
www.CreatingResults.com/VANHA
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VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Critical Components ... Pick the right channels for your audiences
Determine scale of efforts—not all or nothing; view activity as a
ladder with each step requiring greater investment of time/money
Get action-oriented
Measure
Additional Resources 2010 eBook: http://www.creatingresults.com/SocialSilverSurfers
2013 eBook: Request at http://www.CreatingResults.com/
VANHA
Infographic: http://www.creatingresults.com/what-people-do-
online-infographic-by-age
Mashable.com, Alexa / Quantcast (indicate demographics of
various websites)
Social Media Survival Guide , Social Media Cheat Sheet—http://
slideshare.net/CreatingResults
MarketingProfs
CopyBlogger
SocialMediaToday.com
http://pewinternet.org/Reports/2010/Older-Adults-and-Social-
Media.aspx
Blog: www.maturemarketingmatters.com
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VANHA | MAY 24, 2013 Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©2013 Creating Results. LLC
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Biography: KATHY EAST—VICE PRESIDENT, CLIENT SERVICES With more than 30 years of industry experience, Kathy East is a true real estate and senior living marketing expert. Kathy’s in-depth knowledge of land planning and development issues, and her proven track record in marketing and strategic planning, makes her a valuable asset to Creating Results and its senior living clients. She is a quick study, analyzing a situation and finding creative solutions. Experience from both the “client” side and the “agency” side gives her a greater understanding of what is important to our clients and how we can make their jobs easier and help their business achieve its goals. With a B. S. degree in Urban Planning she began her career working for local governments in community development and comprehensive planning. She has worked in private industry, developing feasibility and positioning studies for proposed residential developments throughout the Washington, DC metropolitan area. She managed the marketing for Reston and Broadlands, considered by the industry to be among the best master-planned communities in the Washington, DC metropolitan area, and later for all of Mobil’s communities across the nation. Ms. East holds a Master’s in Public Administration from the University of Southern California. She is a Master in Residential Marketing (MIRM), serves on the board of directors of the Washington Metropolitan Sales and Marketing Council, and is Vice Chair of the Greater Washington 50+ Housing Council. Ms. East can be reached at 703.494.7888 ext 11 or at kathy@creatingresults.com..
TODD HARFF—PRESIDENT Todd Harff leads a talented team of marketing, public relations and advertising professionals that has marketed 99 age-qualified communities in 14 states during the last 20 years. Todd and his team are work with a variety of CCRCs looking to increase occupancy. NAHB’s University of Housing hired Mr. Harff to develop the day-long course: “Marketing to Active Adults.” Creating Results' clients have been honored with dozens of awards from the National 50+ Housing Council, the National Sales and Marketing Council and Mature Media awards.
Creating Results regularly conducts research to better understand and influence mature consumers. Todd’s insights have been featured in Brand Week, Ad Age, Marketing Charts, The Wall Street Journal and Marketing Sherpa. He also shares his thoughts through the agency’s blog, www.MatureMarketingMatters.com. Mr. Harff has contributed to Sales and Marketing News, 50+ Magazine, Selling to Seniors, Housing to Seniors, 50+ Housing News, Nation's Building News, Active Aging and has spoken at Leading Age national and state annual meetings, International Council on Active Aging, Building for Boomers, Boomers and Beyond, The International Builders Show, and other national conferences. Since 2006, Todd has been featured by 50+ Builder as one of the top 50 experts in the country. Mr. Harff earned an MBA with honors from Georgetown University and graduated cum laude from Colgate University (BA). Mr. Harff can be reached at 703.494.7888 est 13 or at todd@creatingresults.com.
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