Social Communications: What’s Next for Boomers & Beyond

IFA 11th Global Conference on AgeingMay 30, 2012

Tammy Gordon - @floridagirlindcAARP - @AARP

AARP.org Facebook.com/AARP Twitter.com/AARP YouTube.com/AARP AARP.org/mobile

AARP

Social @AARP• Vision• Social media guidelines• 6 person team reporting to Digital Strategy

– manage blog and social platforms• 53 field offices manage local social• Track over 100 social accounts enterprise

wide, across 40 different goals• #4 goal for AARP is growing our online

communities• Pilot programs for calls to action –

join/renew, advocacy, volunteering, fundraising

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Know Your Audience & Focus Your Priorities

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AARP Facebook Screen

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AARP Youtube Screen

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AARP Twitter Screen

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AARP Twitter “Spokespersons”

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AARP Mobile

• iPhone content and member card app

• Navigate product pages

• Play video clips

• Ability to clip product pages

• Share by email, Twitter, Facebook

• Member card with barcode

• Join / renew

• Speed dial to the Member Contact Center

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• Texterity iOS and digital newsstand apps

• AARP partners’ print ads available in digital facsimiles of AARP Pubs with live web links. Ads and sponsors on mobile apps.

• AARP.org mobile landing pages

• Destination for mobile promotions and site traffic re-circulation http://aarp.org/mobile

• Support for content display on feature phones. Access via Consumer Cellular phoneshttp://m.aarp.org (Coming 2Q2011)

AARP.org Tech Channel

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AARP Social Today• We aren’t just broadcasting at our members, we’re

listening and engaging with them daily.• Staff, volunteers, 3rd party advocates 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.

• 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.

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IFA 11th Global Conference on Ageing

Tammy Gordon - @floridagirlindcAARP - @AARP

AARP.org Facebook.com/AARP Twitter.com/AARP YouTube.com/AARP AARP.org/mobile

Q & A