engaging baby boomers & seniors through social media

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Engaging Baby Boomers and Seniors through Social Media Gina Pagliaro, Immersion Active Jen Martin, AARP Molly Connors, Care2 @Care2Team #C2Webinar

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Page 1: Engaging Baby Boomers & Seniors through Social Media

Engaging Baby Boomers and

Seniors through Social Media

Gina Pagliaro, Immersion Active

Jen Martin, AARP

Molly Connors, Care2

@Care2Team #C2Webinar

Page 2: Engaging Baby Boomers & Seniors through Social Media

about

Citizens use Care2 for:

Starting or signing petitions

Volunteering

Donating $

Spreading news

Commenting on blogs

Starting group (organizing)

Joining nonprofits

Nonprofits use Care2 for:

Recruiting Donors & Supporters

Traffic/Branding/Awareness

Advocacy

Building Facebook fan base

Page 3: Engaging Baby Boomers & Seniors through Social Media

Who Are the Boomers?

Page 4: Engaging Baby Boomers & Seniors through Social Media

What’s Unique about the

Boomer World View?

“Special” generation

Large number became

teenagers and adults in the

1960s

Dissected, analyzed and

pitched to by modern

marketers

Page 5: Engaging Baby Boomers & Seniors through Social Media

Boomer Economic Impact

Control over 80% of personal

financial assets

50% of all consumer

spending

80% of all leisure travel

Desire to pass wealth to

charity vs. children

Page 6: Engaging Baby Boomers & Seniors through Social Media

Is Social Media Having A

Senior Moment?

Page 7: Engaging Baby Boomers & Seniors through Social Media

The only Internet marketing agency in the

U.S. focused exclusively on the baby

boomer and senior markets.

Gina Pagliaro, Account Strategist

Page 8: Engaging Baby Boomers & Seniors through Social Media

What’s Age Got to Do With It?

Everything -- Boomers and seniors share the

same core needs that all people do but that‟s

where the similarity ends. As we age, how we

go about satisfying those needs change.

1. Behavioral Approach & Seasons of Life

2. Meaningful Online Engagement

3. Boomer Engagement Tactics

4. Sharing Case Studies

Page 9: Engaging Baby Boomers & Seniors through Social Media

Relationship

Motivate behavior that seeks social, organizational and spiritual connections

Adaptation

Motivate behavior that promotes progress in knowledge and skill development

Energy

Motivate behavior that promotes health, well-being

and functionality

IdentityMotivate self-preservation

behavior (physiological, psychological

and social)

PurposeMotivate behavior that

validates and gives meaning to life

A Behavioral Approach

Page 10: Engaging Baby Boomers & Seniors through Social Media

Seasons of Life

SpringInitial

Personal

Development

0 - 22 +

Play

(Learning)

Fantasy mode:

Dei ex machina –

everything will

generally work out

in my favor

SummerSocial/

Vocational

Development

18+ - 40+

Work

(Becoming Somebody)

Romantic mode:

Heroic – the

world is my oyster;

I can make anything

work my way

FallInner Self/

Spiritual

Development

38+ - 60+

Life Balance

(Search for Meaning)

Reality mode:

Disappointment – not

as good as I thought;

who am I? What‟s my

life purpose?

WinterBecoming

One with

All

58+ ?

Reconciliation

(Making Sense of Life)

Ironic mode:

Acceptance – there‟s

some good in every

bad, some bad in every

good – c’est la vie!

Page 11: Engaging Baby Boomers & Seniors through Social Media

Meaningful Online Engagement

Deliver a cohesive experience that inspires

people to share information with others.

• For Boomers, these online exchanges can be as important to the

conversation as a neighborly exchange over the fence. Develop touch

points for loyalty.

• People – the engine that drives the information exchange

• Places – locations where information is being exchanged

• Things – all entities that help promote the flow of information\

• Advice from family and friends is the most common way they research

a new product and they believe that word-of-mouth recommendations

from family and friends is the most trustworthy source of information.

Page 12: Engaging Baby Boomers & Seniors through Social Media

Boomer Engagement Tactics

Basic• Authenticity

• Be relevant

Boomer Specific• Lead with the right and punch with the left

• Conditional positioning

• Tell a story – leverage video

• Appeal to senses

• Use nostalgia appropriately

• Urgency, not fear

• Keep it simple

Page 13: Engaging Baby Boomers & Seniors through Social Media

Case Story: National Committee to

Preserve Social Security & Medicare

Need: Drive Memberships

and Quality Leads

• Generated 5,518 New Leads in

11 Weeks

• Increased Average Online

Membership Value from $17 to

$22

• Achieved up to 83% Lift Among

Tested Psychological Triggers

Page 14: Engaging Baby Boomers & Seniors through Social Media

Case Story: National Committee to

Preserve Social Security & Medicare

Page 15: Engaging Baby Boomers & Seniors through Social Media

Case Story: Home Instead

Page 16: Engaging Baby Boomers & Seniors through Social Media

AARP is a nonprofit, nonpartisan

organization, with a membership of more

than 37 million, that helps people 50+ have

independence, choice and control in ways

that are beneficial to them and society as a

whole.

Jen Martin, Manager of Social

Communications

Page 17: Engaging Baby Boomers & Seniors through Social Media

Boomers: They’re Plugged In!

http://bit.ly/boomerplug

Page 18: Engaging Baby Boomers & Seniors through Social Media

• 84% of internet users 50 and over use

social networking sites. (source: Pew)

• “There's a sort of „trickle up‟ effect from

younger members using the networks

and nudging their parents and

grandparents to join. Similarly, when we

ask adults about their biggest motivations

for using social networking sites, we find

that for adults ages 50 and older, staying

in touch with family is the number one

reason they use social media.”

-Mary Madden, senior research specialist at the Pew

Research Center’s Internet and American Life Project

• More resources at:

http://www.scoop.it/t/boomers-online

And Online!

Page 19: Engaging Baby Boomers & Seniors through Social Media

Why Recruit and Cultivate Boomers?

• Because they aren‟t going anywhere - every 8.4

seconds, another Baby Boomer turns 50.

• By the year 2030, 20 percent of the U.S.

population will be over the age of 65.

• Because they drive the economy - recent studies

show that Baby Boomers now boast the highest

growth rate of entrepreneurship in America.

• According to the U.S. Bureau of Labor

Statistics, the Boomer and older generations

now represent a $2.6 trillion annual market! (cite: http://www.marketplace.org/topics/business/commentary/baby-boomers-will-drive-economy)

Page 20: Engaging Baby Boomers & Seniors through Social Media

Recruiting and Cultivating Boomers

Success Story:

• AARP‟s and AARP Foundation‟s biggest

online fundraising effort. Ever. Over $1.255

million to help older victims of the earthquake

in Haiti.

• Overnight with no marketing support, viral

Facebook & Twitter from employees brought in

$175,000.

• Reaching over 100,000 people per 50 tweets.

• To date, we have raised over $721,000 online

compared to $34,000 from snail mail.

• Over 12,000 people have donated including

more than 4,400 NEW donors.

• Coverage in New York Times, CNN, USA

Today, Huffington Post and more.

Page 21: Engaging Baby Boomers & Seniors through Social Media

Tips and Tricks:

Commit to the Conversation

• Use your page to tell your story in a

unique, personal voice.

• Find a good mix of your messages and sharing of

others.

• Post consistently, but not hyperactively.

• Friend/fan people on both sides of the aisle/issue.

• Identify, cheerlead, surprise, reach out to

community leaders IRL.

• Use photos and video to tell your story.

Page 22: Engaging Baby Boomers & Seniors through Social Media

Talk Back / Media

Page 23: Engaging Baby Boomers & Seniors through Social Media

Talk Back / Member Service

Page 24: Engaging Baby Boomers & Seniors through Social Media

Talk Back / Community

Page 25: Engaging Baby Boomers & Seniors through Social Media

Converting Fans into Donors

• Use incentives.

• Don‟t just ask for money.

• Ask conversationally, provide

facts, question if they know someone in

need or who could benefit from your non-

profit.

• Encourage them!

• Thank them, thank them, thank them!

Page 26: Engaging Baby Boomers & Seniors through Social Media

Incentives and Encouragement

• Drive to End Hunger received $10k in donations

in 2011 and $6k in donations in 2012 using the

@Razoo platform.

• All donations came from at track

promotion, social media and email. No ad buy

involved.

Page 27: Engaging Baby Boomers & Seniors through Social Media

Incentives and Encouragement

• Ask questions.

• Give stats.

• Be real.

• Be kind.

Page 28: Engaging Baby Boomers & Seniors through Social Media

Thank your donors!

Page 29: Engaging Baby Boomers & Seniors through Social Media

Deepen Supporter Engagement

through Social Media

• Brand your social presence

Page 30: Engaging Baby Boomers & Seniors through Social Media

Develop a Social Strategy

• AARP‟s social strategy: Deliver

clear, concise, consumer-friendly, &

motivational messages to engage a multi-

generational community of current & future

members in advancing the goals of AARP.

Page 31: Engaging Baby Boomers & Seniors through Social Media

Social Communications Do’s

1. Have a unique voice.

2. Be generous. Share.

3. Ask for opinions.

4. Listen, respond & follow back.

5. “Friend”/follow people on both sides of the aisle/issue.

6. Answer direct messages.

7. Cheerlead.

8. Surprise people.

9. Use photos and video to tell your story.

10. Ask for help if you need it.

Page 32: Engaging Baby Boomers & Seniors through Social Media

Social Communications Don’ts

1. Forget that everything is public.

2. Forget that there‟s no such thing as delete.

3. Pick a name that‟s too long.

4. Be cheesy.

5. Argue.

6. Demand money (you can ask gently).

7. Auto post.

8. Be partisan.

9. Market endorsed products or services.

10. Worry about responding to *everybody*.

Page 33: Engaging Baby Boomers & Seniors through Social Media

AARP’s Social Vision

• We aren‟t just broadcasting to our members, we‟re

listening and engaging with them daily.

• Staff, volunteers, 3rd party advocates all act as brand

ambassadors, spokespersons.

• Delivering local, personalized content to members on

whatever device they choose to use.

• We let our members know about the hot new technology

and why it matters to them AND make them aware of

scams, privacy issues, etc.

• Members don‟t seek deals & discounts, they are

delivered to them directly.

• Members don‟t need to carry hard copy of their AARP

card. It‟s an app on their phone.

Page 34: Engaging Baby Boomers & Seniors through Social Media

AARP-Affiliated Social Media

Communications Guidelines

• Be Transparent: Always identify your account as AARP-affiliated or clearly identify your

communications as coming from an AARP representative.

• Be Responsible: Do nothing to damage AARP‟s standing as a nonpartisan, nonprofit

organization or otherwise jeopardize AARP‟s reputation.

• Be Non-Partisan: You may not advocate on behalf of a political candidate or political party

on any AARP-affiliated accounts.

• Be Trained: All AARP employees or consultants communicating on behalf of AARP must

complete Social Media 101 training through AARP‟s Communications College.

• Be Responsive: Social media is a two-way communications platform. Ensure that you are

engaged in a dialogue, not a monologue.

• Be Respectful of Third Party Rights: • No unlicensed third party material

• No images showing artwork or brand names and logos

• Images should be licensed from Creative Commons.

• If you use your own images, please consult OGC

• No disparaging statements about an individual, group or organization

• Maintain Confidentiality: You should not disclose any private, confidential or proprietary

information

Page 35: Engaging Baby Boomers & Seniors through Social Media

AARP Social Today

• Integrated Communications

• Manage AARP presence on social platforms:

Facebook, Twitter, YouTube, Tumblr, Pinterest & most

recently, Instagram

• Integrating social across IC platforms:

Media, TV, Radio, AARP.org, etc.

• State Ops

• 94% of field offices have social platforms in place to deliver

localized content and calls to action

• Membership

• Member communications assigned and providing service

• People Strategy

• IC & OLP delivering regular training staff and volunteers in social

best practices and strategy

• Designated staff to recruiting strategy

Page 36: Engaging Baby Boomers & Seniors through Social Media

thank you! questions? contact us!

Gina Pagliaro

[email protected]

@immersionactive

Jen Martin

[email protected]

@iheartrocknroll

Molly Connors

[email protected]

@care2team