Social Media: Is There ROI for Senior Living?
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Transcript of Social Media: Is There ROI for Senior Living?
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Social Media: Is There ROI for Senior Living?
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Randy EiltsDirector of Public Relations
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Just Back From Conference
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SOCIAL MEDIAPOLL
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Why Use Social Media Anyway?
• Create Awareness & Brand Recognition
• Engage with Online Community• Listen to What People are
Saying • Develop a Broader Reach of
Leads/Prospects
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Why Use Social Media Anyway?
• Increase Website Traffic• Promote Career
Opportunities• Build & Enhance Local
Partnerships• Boost SEO Naturally
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Are Older Adults Using Social Media?One in four users age 65+ now use social media: 26%
(Source: Pew Internet Research; May 2010)
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Measuring ROI/Value
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Identify Your Metrics
• Number of followers• Engagement from comments,
posts, retweets, etc. • Click-through rate (CTR) • Percent of active contributors• Time spent on site• Number of views
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Engagement
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Track Your Views
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Track Your Views
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Where Are The Viewers Coming From?
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Identify Your Metrics
How many people like you today?
How many would you like to gain over X period of time?
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Results?
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Results?
Facebook Ad $1,500Donation $ 500Staff Time $2,000
Total $4,000
$4,000/150 = $26.67
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Who are Our “Likers”
45-54
38 %
55+
35.8 %
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A Look at the Analytics
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Social Media = Web Visits
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Referrals to Web Site
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Referrals to Web Site
9.
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Content Repurposing
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New Media ImpactsPublic Relations
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Is There a ROI for Senior Living?
Value DeliveredMeasure to Evaluate ResultsBuilding Relationships/IntangibleBrand AdvocatesGD Aggregating DataDemonstrate leadership/being cutting edge