Social Media and Senior Living
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Transcript of Social Media and Senior Living
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What is Social Media?
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Social Media Impact
•Social Networks and Blogs are now the fourth most popular online activity, ahead of personal email (source: Nielson Online)
•Facebook has more than 400 million users; 200 million log on at least once every day (source: Facebook)
•More that 1.5 million local businesses have active pages; 20-million people become “fans” every day
•Statistics on Twitter vary; but it January 2010 it had more than 75 million visitors to the site (source: ComScore)
•65 million “tweets” are sent every day
•LinkedIn has over 60 million users; executives from all Fortune 500 companies are LinkedIn members (source: LinkedIn)
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Are Seniors Using Social Media?
Thirty-six percent of online adults have a
social networking site profile.
(Source: Deloitte Study, Dec. 2009)
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What Social Networking Sites are Seniors Using?
(Source: Anderson Analytics 2009)
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Social Media Point of View
•First: Don’t abandon what works now
•Enhance online marketing
•Extension of your brand
•Leverage existing knowledge
•Generate conversation
•Build credibility
•Provide insight
•Utilize as additional public relations tool
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Examples of Seniors and Senior Living Communities Using Social Media
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Blogs
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Twitter updatesposted on homepage of web site
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Recruiting via Twitter
ExecJobsATL: Hiring a Executive Director (Administrator) at Sunrise Senior Living (Atlanta, GA) http://bit.ly/cf38Kj #jobs #shjobs discoverchefs: Chef Jobs - Food Service Director - Atria Senior Living Group - Kimberton, PA http://goo.gl/fb/GNEyR about 6 hours ago from Google HRJobsDEN: Hiring a Sales Training Specialist at Emeritus Senior Living (Denver, CO) http://bit.ly/cNmGWJ #jobs #shjobs about 7 hours ago from twitterfeed tmj_mia_cler: Brookdale Senior Living Inc. (BSL): Receptionist (Miami, FL) http://bit.ly/aTjLxK #Jobs #TweetMyJOBS 2 days ago from API
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“I can’t wait to send my parents there!”
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“I can’t wait to send my parents there!”
We look forward to welcoming your parents
Patty! See you soon.
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Is Social Media Working for Senior Living?
Cedar CommunityWest Bend, Wisconsin
1st Quarter of 201031% of Web visits directly from Facebook
Average time on site: 6 ½ minutes
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Social Media as a Public Relations Tool
•Builds Credibility
•Establishes community/organization as a resource
•Builds relationships with media (recent polls show 79% of reporters/editors use social media as part of research)
•Added awareness about community/organization
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Top Techniques to be Successful
•Keep content fresh and timely
•Content should be transparent; no “marketing speak”
•Share thoughts, ideas
•Encourage conversation, be flexible
•Tell stories; use pictures and video
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So how do you get started?
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Top Line Approach
•Develop an effective social media policy
•Seek to integrate social media with current marketing plans/help in “spreading the word”
•Determine what social media tools can/should be used
•Develop content guideline (editorial calendar)
•Determine who is best to handle updates
•Incorporate in crisis management plans
•Consider Search Engine Optimization
•Social media monitoring
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QUESTIONS?
Randy EiltsDirector of Public [email protected]
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