Tammy Gordan, AARP

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A Closer Look, AARP Tammy GordanSenior Advisor AARP Ac! 16
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Woodstock to Facebook: How to Engage the 50+ Online Boomers. They're the fastest growing population on Facebook. How are you talking to a 1/3 of America’s population? How are you activating their passion online? Learn where they are spending their tech time and how they differ from Gen Xers & Millennials.

Transcript of Tammy Gordan, AARP

Page 1: Tammy Gordan, AARP

A Closer Look, AARP

Tammy GordanSenior AdvisorAARP

Ac! 16

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From Woodstock to Facebook: What’s Next for Boomers & Beyond

What’s Next Conference January 24, 2011

Tammy Gordon - @floridagirlindc

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

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Know Your Audience & Focus Your Priorities

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Never Stop Looking Ahead…

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Establish, Staff & Brand Your Social Presence

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AARP

AARP Facebook Screen

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AARP

AARP Youtube Screen

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AARP

AARP Twitter Screen

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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)

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AARP.org Tech Channel

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aarp.org/blog

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Be Your Own Cheerleader

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AARP

AARP Success Story: Helping Haiti •  AARP’s biggest online fundraising effort. Ever. Over

$1.255 million to help older victims of the earthquake in Haiti.

•  Overnight with no marketing support, viral Facebook & Twitter from employees brought in $175,000. Reaching over 100,000 people per 50 tweets.

•  To date, we have raised over $721,000 online compared to $34,000 from snail mail.

•  Over 12,000 people have donated including more than 4,400 NEW donors.

•  Coverage in New York Times, CNN, USA Today, Huffington Post and more.

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AARP

AARP Success Story: Orlando@50+ •  GOAL: Bring the experience to those at home and

connect social attendees at the event •  SUPPORT: 6 staffers live tweeting/posting/filming/

blogging and 3 volunteer member bloggers •  RESULTS: more than 4.5 million social impressions

across trackable platforms. Highlights included: •  Facebook: +28,000 fan page engagements •  Twitter: via #Orlando50 3.8 million impressions

PLUS @kingsthings 1.7 million

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Know What’s Next for Your Audience…

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AARP

AARP's Social Vision •  We aren’t just broadcasting to our members, we’re listening and engaging with them daily. •  Staff, volunteers, 3rd party advocates all 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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AARP

AARP Road Map: 2011 •  Continuing engaged social growth •  Further integrating with paid and earned media •  Implementing Facebook connect •  Unveil additional apps based around AARP

franchises •  Establishing social tracking and analytics based

around reach, activity & engagement •  Integrating member database, where possible •  Establishing social budget, staffing structure •  Deploy AARP content to connected TVs •  Exploring personalized, location-based member

benefits and information delivery •  Growing training opportunities for staff members

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What’s Next Conference

Tammy Gordon - @floridagirlindc

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

Q & A