Lukas Maixner (Socialbakers): Digitalni "dedki in babice" in družbeni mediji
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Transcript of Lukas Maixner (Socialbakers): Digitalni "dedki in babice" in družbeni mediji
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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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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