Tammy Gordan, AARP
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Transcript of Tammy Gordan, AARP
A Closer Look, AARP
Tammy GordanSenior AdvisorAARP
Ac! 16
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
Know Your Audience & Focus Your Priorities
Never Stop Looking Ahead…
Establish, Staff & Brand Your Social Presence
AARP
AARP Facebook Screen
AARP
AARP Youtube Screen
AARP
AARP Twitter Screen
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)
AARP.org Tech Channel
aarp.org/blog
Be Your Own Cheerleader
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…
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