Presentation (2): Overview of Changes in Communications

Technology (15 minutes)Information Technology is not the

Answer -

Just a Tool”

Statistic on Social Networks

• Social Networks and Blogs now 4th most popular activity online – 67% global online community participates each day.

• Facebook has 150 million active users with 75 million daily users and growth rate of 3.8% per month. Fastest growing segment is women over 55. People over 35 represents the second fastest growing group.

• Twitter’s growth rate over 1,382% last year with over 4.4 million users.

Element of Viral Marketing

How can we use viral networks to reach our target group?

• First, you need the everyday NARFE First, you need the everyday NARFE supporters (the twenty per center’s) to do the supporters (the twenty per center’s) to do the online fishing.online fishing.

• Second, we need a great website – a place to Second, we need a great website – a place to keep our catches.keep our catches.

• Third, we need communications tools like Third, we need communications tools like Facebook, Twitter, etc for our fishing line.Facebook, Twitter, etc for our fishing line.

• Fourth, we need a “Marketing Strategy” and Fourth, we need a “Marketing Strategy” and research to locate our target group.research to locate our target group.

• Fifth, we need a hook with the appropriate bait. Fifth, we need a hook with the appropriate bait. We will need an experienced and well funded We will need an experienced and well funded PR group to provide the stories, videos, PR group to provide the stories, videos, information to entice our fish.information to entice our fish.

Fishing Analogy

Our Fishers

• Why the Twenty Per Centers?– They know NARFE– They have friends from their current or former

work groups (employee lists, agency phone books, social groups, etc)

– They have time– If they don’t have internet services they know

someone that does

Going ViralThe more fishing lines the better

Website is critical

• A place for NARFE members, their families, children, friends and visitors

• A place to find credible information, our message, statistics, fun, games, video, etc

• A place to meet friends, locate old buddies, ideas for great vacations, insurance, etc

• A place to exchange ideas through blogs, stories, photo, etc

An Example: How AARP IS TRANSITIONING TO A SOCIAL

NETWORK MODEL SHOULDN’T WE?

AARP is a very large organization – 35 million AARP is a very large organization – 35 million membersmembers

$800 million budget$800 million budget

22ndnd largest bulk mailer largest bulk mailer

3700 chapters (only 4% of 3700 chapters (only 4% of members join)members join)

Yet they have revamped their website and added “The Yet they have revamped their website and added “The Watercooler” as a social networking add on.Watercooler” as a social networking add on.

Communication ToolsOur fishing lines

• Email Services – Gmail, Hotmail, Exchange, Mobil me, Yahoo, and AOL all free

• Social Networking Systems – MySpace, Facebook, Twitter, Watercooler, Google Groups, LinkedIn, etc all free

• Go to Meetings, VOIP, Magic Jack, Telephone Trees, web hosting very low cost

Marketing StrategyWhere to fish and what bait to use

• Targeted

• Research

• Products

• Services

• Fun

• Rewarding

• Continuing

ARE YOU READY?