Baby Boomers and Social MediaLukas Maixner, Co-Founder (@lukasmaixner)

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Who are Baby Boomers?

» Born between 1946 – 1964

» Currently 49 – 67 years old

» 80 million Americans were born in BB generation

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Who do we think they are?

http://bit.ly/diggitv1

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Who they really are?

George W. Bush

Barack Obama

Bill Clinton

Madonna

David Letterman

Steve Jobs

Steve Wozniak

George Clooney

Freddie Mercury

Bill Gates

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Who are BB according to studies

80% personal wealth

3/4 of America’s wealth

75%

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BB and technologies

Baby Boomers are the guys who created technologies we use nowadays

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BB and technologies

75 % 84%

52% 61%

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Yes, 52% of US BBs use SOCIAL!

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Facebook in Slovenia

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Baby boomers on Facebook

USA Brazil Germany CZE Slovenia Sweden Egypt0%

5%

10%

15%

20%

25%

30%

35%

13%

7%

12%

8% 8%

14%

3%

9%

3%

4%

4% 4%

9%

1%

6%

1%

2%

3% 2%

6%

1%

Age 45 - 54 Age 55 - 64 Age 64 - 100

Selection of countries

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What are they doing there?

CONNECTING

JOB HUNTING (94 %)

$$$Searching customer reviews, making purchasing decisions

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How to Sell to them?

» 8 M+ BB are online 20+ hours per week» 50+ old users spend nearly $7 B annually online

» Consumer reviews: 72 %» Facebook post by company itself 9 %» Coupons 67 %

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What are they doing there?

http://www.creatingresults.com/index.cfm/menu/page

» Travel » Health » Local » Real Estate» Financial » Non Profit » Education » Shopping» Fitness » Senior Living

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How do they act?

» Separate professional and personal» More concerned about privacy» Not always-on» Different notions of “what's news”

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How to reach them?

» Personalized e-mails» Sponsored Stories» Tell a Story, KISS» Special offers Customer

reviews» Brand ambassadors

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Case study: L’Oreal Paris

» Target group: GenX and BB

» Actors from Gen X and BB as brand ambassadors

» Targeted videos on YouTube and traditional media (TV)

» Product microsite

» Regional Facebook Pages

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So what to take from that?

» WEALTHY and SAVVY » Wealthy, Middle-age, Tech-savvy, On-line

» SOCIAL» But concerned about privacy and not always-on

» RATIONAL» Rational appeals, individual messages, endorsement

» DEALS» Free shipping, samples and coupons

Baby Boomersand BrandLove

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How Do You Define a Fan?

» Follows

» Knows

» Engages

» Recommends

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Fans Are Not Good Enough

Facebook Fan Facebook Like BrandLove Recommendation

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How Do We Do That?

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What are we solving?

Challenging the value of

Likes

True Relationship

Development over Time

Competitive benchmark

Understanding advocates

Trends & Patterns

How does it help you?

1) Strategic decisions• sponsorships,• endorsement• campaigns

2) Day-to-day communication• right topics• and tone of voice

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Top 10 industries on Facebook

fmcg beauty auto electronics retail food alcohol software sport ecommerce retail0

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2

3

4

5

6

7

87.2966 7.1818 7.0164 6.8651

6.5216 6.5196 6.34876.239700000000016.0564 6.0447

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Top 10 Pages on Facebook

Disney Apple Inc, Sony Facebook Honda Volkswagen iTunes Starbucks Nivea Converse0.01.02.03.04.05.06.07.08.09.0

10.08.7

8.0 7.9 7.8 7.5 7.5 7.4 7.4 7.26.7

Purex Desigual Sony Nestlé Lysol Clorox Febreze Snuggle Reese's Dove7.8

8.0

8.2

8.4

8.6

8.8

9.0

9.2

9.4

9.6 9.59.3

8.9 8.8

8.7 8.6 8.68.4 8.4 8.4

Male vs. Female BB

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