7 Ways Senior Living Can Boost Digital Marketing ROI -- Senior Housing News, January 23, 2014

Senior Housing News webinar | January 23, 2014 [email protected] — [email protected]

© Creating Results, LLC 2014

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More Seniors Online In 2012, for first time, more than 1/2 of 65+

Americans using web

For older users, web still seen more as a tool and less

as entertainment.

Top online activities (per Pew Internet & American

Life Project):

Email

Search

News

Seeking out health information more popular with

older users than youngers

Additional statistics on senior online usage are

available for download at www.CreatingResults.com/

FactsNotFads



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Social, Silver Surfers National study of 800+ Internet users over 40 (ebook at http://www.CreatingResults.com/

SocialSilver2013)

Update of 2010 research; offline intercept studies at locations attracting more affluent, more

educated active adults; online polling

Examine web and social media usage patterns, attitudes

Respondents reflect the more educated, more affluent profile that leading senior living organizations

desire.



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Web Categories of Websites Visited

Lifestage strongly influences where people spend time on the web

Web & Move Decisions Use of Online Directories in a move journey by Leading Edge Boomers, 75+ has increased since 2010

Use of Community Websites by Silent Generation and 75+ has decreased since 2010

CATEGORY MORE POPULAR WITH

Research, Reference

Health, Medical, Wellness

Leading Edge Boomers, 65+

seniors

Those aged 55+

Weather

Travel

Shopping

News

81% of 40-54 year olds (vs 57%

of 75+)

Those aged 65-74

Those under 65 (but it is still a

top category for those over 65,

as well)

Those aged 65-74



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Web & Move Decisions (cont) For marketing senior living, as respondent age

increases ROI decreases with Social Media, Craigslist

and Realtor Websites

1 in 4 mature movers said they visited a community’s

site more than 6 times before they moved there

Actions taken on Community Websites:

Most users Print Information, (nearly 7 out of

10 of all respondents) Fill Out Forms (just

over 1/2 of all respondents), Use Internal

Search (1/2 of respondents)

Fewest users Share Information with a Friend,

or Like/Follow/Pin

An increasing number of mature movers have

rejected a community based solely on its website

Favorite Features Top features from 2010 research remain popular

with all ages

Printer Friendly Pages

Internal Search Tools

Easy Navigation



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Top Housing Website “Pet Peeves” All Ages

Requires registration to get information

Don’t say price

Outdated info

Slow site

Older Age Groups

Hard to navigate the site (50% of Silent Generation vs. 22% of all ages)

Incomplete or illegible floor plans (60% of Silent Generation vs. 31% of all ages)



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Social Media Use of Social by Older Age Groups

Still not used a high percentage of seniors but we are seeing exciting growth and opportunities

More than just Facebook

More than 200 well-known networks, hundreds more small ones

“Social Media Revolution 4” http://www.youtube.com/watch?v=QUCfFcchw1w

Social sharing tools important—Those most commonly used by 40+:

Email a friend (77% of all ages)

YouTube (72%)

Comments (56%)

Reported use of User Reviews and Comments by all ages increased since 2010

Youngest age group most fond of comments

Oldest age group strongly favors Email a Friend



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Social Media Level of Social Networking Activity

Use by active aging adults on the rise, BUT

Nearly 1/3 of our 65+ respondents and nearly 1/2 of our 75+ respondents aren’t using social at all (in line with other national

research)

Top Online Social Networks for Seniors

Facebook. (89% of all ages of survey respondents)

The older the respondent, the more likely to see email as a social network



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Why Marketers Use Social #1: Increase awareness / Generate Leads Branding, name recognition

Lift and substitute for traditional advertising

Drive traffic

Drive web traffic

Other benefits:

Monitor, recruit, provide customer service

Listen/learn

Improve relationships with stakeholders

Find vendors, sources, partners

Find inspiration

Why Seniors Use Social To Connect with Offline Networks of Family/Friends — NOT to Connect with Brands

Q: Do you want to be a brand’s friend/follower/fan?

The older the social networker, the more likely they are to say “no” to online social engagement with a brand.



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Social Media Engagement Challenges:

Desire to keep social media social (not commercial) + Concerns about privacy, intrusiveness = Lack of interest in engaging

with brands on these platforms

Opportunities:

Increase in number of older people trying social out of curiosity, or because of a friend’s invitation = hope for marketers

How To Lead Folks to “Follow”:

Keep expectations realistic

Keep in mind the audience frustration with time consumed by social media and aversion to “selly-sell” messaging

Demonstrate the value of engaging socially — value from the user’s perspective

Address privacy/security fears

Don’t be too salesy—content should be thoughtful, relevant, useful

Integrate social opportunities into all parts of your digital plan (and offline vehicles, where possible)



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About Creating Results

We are a group of collaborative, innovative problem solvers with a passion for customer service and commitment to living up

to our name by creating results for our clients. We do this by being:

Experts in Motivating Mature Consumers. Especially when it comes to age qualified housing!

Good stewards of our clients’ marketing budgets. If it isn’t going to add value, we won’t recommend it.

Transparent. Using tailored reporting, our clients can readily see their marketing ROI.

Knowledgeable of how the senior living community can best motivate mature consumers in a rapidly changing world.

A few things we don’t do:

Set out to win awards. (Although we have won them, we do so to create more buzz for our clients rather than appease

our own egos.)

Follow a prescribed formula. (We take great care to listen to our clients and uncover the truly unique selling features and

appropriate marketing strategies that will entice their prospects into action for the lowest long-term investment.)

7 Ways Senior Living Can Boost Digital Marketing ROI -- Senior Housing News, January 23, 2014

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Transcript of 7 Ways Senior Living Can Boost Digital Marketing ROI -- Senior Housing News, January 23, 2014