Social Communications: What’s Next for Boomers & Beyond

IFA 11th Global Conference on Ageing

May 30, 2012

Tammy Gordon - @floridagirlindc

AARP - @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

AARP

AARP Facebook

Screen

AARP

AARP Youtube Screen

AARP

AARP Twitter Screen

AARP

AARP Twitter

“Spokespersons”

AARP 8

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 phones

http://m.aarp.org (Coming 2Q2011)

AARP.org Tech Channel

AARP

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 - @floridagirlindc

AARP - @AARP

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

Q & A