The Ins and Outs of Social Media

International Council on Active Aging | October 5, 2012 Erin Read Ruddick - [email protected]

©2010 Creating Results. LLC

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TAKE AWAYS—ACTION ITEMS

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Note: Please join us in New Orleans on Thursday, November 29 at

4:30pm to see examples and best practices from senior living/senior

communities, plus the full case study with detailed results.

More Than Just Facebook Social media—More than just Facebook

More than 200 well-known networks, hundreds more small ones

“Social Media Revolution” http://youtu.be/ZQzsQkMFgHE

Use by active aging adults on the rise

Social sharing tools also important

Most commonly used by 40+: email a friend, YouTube,

voting/ranking and blogs

Email itself seen as a social tool among the older olds



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Benefits of Social Marketing #1: Increase awareness Branding, name recognition

Lift and substitute for traditional advertising

Drive traffic

Drive web traffic

Other benefits:

Monitor, recruit, provide customer service

Listen/learn

Challenges:

Customer desires/expectations for social networking not aligned with

marketers’ desires/expectations

Marketers jumping in or pursuing the “new shiny” — no strategy, no

plan, no measurable goals



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Case Study: North Hill Situation:

28-year-old CCRC west of Boston

National innovator, local leader

Now facing occupancy challenges

and perception of senior living

community within the local market

as stuffy due to somewhat dated

messaging and imagery

Solution::

True North—largest initiative in community history, more than $100

million in new/expanded amenities, programs, employees

Integrated marketing program including social media marketing



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Case Study: North Hill Step 1: Set Strategy and Goals

Audiences

Strategic Approach

Measurable goals

Step 2: Structure and introduce to team members

Social media guidelines

Friendraising action plan

Content Calendar

Kick-off



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Case Study: North Hill Step 3: Gain trust and participation of team members

Detailed expectations and roles

Making sharing/ contributing easy

Step 4: Monitor, Measure, Make Adjustments

Every major social network offers built-in analytics

http://www.slideshare.net/CreatingResults/follow-theleadericaasharing

Apply insights to mix of and on various channels

Results:

Detailed results by channel (Facebook, Twitter, LinkedIn, YouTube,

blog and website) will be featured in presentation at the ICAA

meeting in New Orleans.



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How To ... Determine scale of efforts—not all or nothing; view activity as a

ladder with each step requiring greater investment of time/money

Commitment of internal resources is critical

Many free tools for managing and monitoring your program—

Google Alerts, HootSuite are two favorites of ours

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5 Critical Components Pick the right channels

Consider what your social audience wants

Get committed

Get action-oriented

Measure


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Additional Resources eBook: http://www.creatingresults.com/SocialSilverSurfers

Infographic: http://www.creatingresults.com/what-people-do-

online-infographic-by-age

Mashable.com, Alexa / Quantcast (indicate demographics of

various websites)

Social Media Survival Guide , Social Media Cheat Sheet—http://

slideshare.net/CreatingResults

MarketingProfs

CopyBlogger

SocialMediaToday.com

http://pewinternet.org/Reports/2010/Older-Adults-and-Social-

Media.aspx

Briansolis.com

Blog: www.maturemarketingmatters.com


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Biography:

ERIN READ RUDDICK, Client Services Director,

Creating Results - Strategic Marketing Erin Read Ruddick spent her career in public relations and marketing prior to joining Creating Results in 2005. She helped the agency to launch their New England office and to establish an international reputation as experts in marketing to Baby Boomers and beyond. Erin is the “Dean” of Creating Results’ in-house training program, the Mature Marketing Academy (featured in the Christian Science Monitor). Erin writes, researches and has addressed regional, national and international audiences about generational marketing. Erin is the co-author of two national studies and eBooks -- Photo Finish and Social, Silver Surfers -- which have been featured in Selling to Seniors, the Journal on Active Aging, BrandWeek and other industry publications. She’s the principal blogger for www.MatureMarketingMatters.com. You also can find her on Twitter sharing tips and insights via @CreatingResults. At Creating Results, Erin contributes to the planning and implementation of integrated online/offline marketing programs. She spearheads PR and online marketing (web, email and social media marketing) for clients in senior living and other industries. She assisted Tufts University's Gift Planning Office with efforts to track and improve marketing effectiveness across channels, and led branding and strategic marketing planning for The Village of Valemount (British Columbia). The Valemount logo system won a 2009 National Mature Media Award. Erin graduated cum laude from Colgate University with a dual major in International Relations and Spanish, receiving honors in Spanish. Ms. Read Ruddick can be reached at 401.289.2500 ext 7005 or at [email protected].

The Ins and Outs of Social Media

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