What seniors want from online marketing and social media.VANHA 2013

VANHA | MAY 24, 2013 Twitter: @CreatingResults — [email protected] — [email protected]

©2013 Creating Results. LLC

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TAKE AWAYS—ACTION ITEMS

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Seniors are Online—and Spending In 2012, for first time, more than 1/2 of 65+ Americans using

web

Social, Silver Surfers National study of 800+ Internet users over 40

Update of 2010 research (http://bit.ly/SocialSilverSurfers)

Offline intercept studies at locations attracting active adults;

online polling

Examine web and social media usage patterns, attitudes

Results to be released in July 2013—VANHA the first senior living

audience to see new, preliminary data in May 2013

Web Categories of Websites Visited

Lifestage strongly influences where people spend time on the web

CATEGORY POPULAR WITH

Research, Reference

Health, Medical, Wellness

47% of 65-74 year olds, 49%

of 75+

59% of 55-64 year olds

Weather

Travel

Shopping

News

71% of 65-74, 60% of 75+

69% of 65-74, 58% of 75+

69% of 65-74, 58% of 75+

78% of 65-74, 71% of 75+



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Use of Web in Move Journey Use in Move Journey

Use of Directories by Leading Edge Boomers, 75+ has increased

since 2010

Use of Community Websites by Silent Generation and 75+ has

decreased since 2010

For marketing senior living, see diminishing ROI with Social Media

(cited by 6% of 65-74 year olds, 0% of 55-64 year olds and 75+),

Craigslist (used by 18% of 65-74 year olds, 0% of 75+) and Realtor

Websites (41% of 65-74 year olds, 14% of 75+).

Actions taken on Community Websites:

Most users Print Information, Fill Out Forms, Use Internal

Search

Fewest users Share Information with a Friend, or Like/

Follow/Pin



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Web Use in Move Journey

While use of Community Websites has decreased slightly, but

importance has grown

Rejected a community based on website alone:

Top Housing Website Pet Peeves

All Ages

Requires registration to get information

Hard to figure out where to go on site

Hard to find contact information

Requires download of special applications

Site is slow

Older Age Groups

Don’t say what price is (56% of 65-74 year olds, 71% of

75+)

Floor plans illegible or incomplete (33% of 55-64, 25% of

65-74, 43% of 75+)



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Web Privacy Concerns

All ages concerned

about safety/security of

online forms

Be sure to include

obvious, easy-to-

understand privacy

policies on your website

Favorite Features

Top features from 2010 research remain popular with all ages

Printer Friendly Pages

Internal Search Tools

Easy Navigation

Games, Links to Other Sites/Information more popular with older

cohorts

Text re-sizing decreased in popularity for all ages since 2012, still

appreciated by more than 20% of seniors over 65



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Social Media Use of Social by Older Age Groups

Still not used a high percentage of seniors but we are seeing

exciting growth and opportunities

More than just Facebook

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

“Social Media Revolution” http://www.youtube.com/watch?

v=QUCfFcchw1w

Social sharing tools also important—Those most commonly used by

40+:

Email a friend

YouTube

Comments

Reported use of User Reviews and Comments by all ages increased

since 2010

Youngest age group most fond of comments

Oldest age group strongly favors Email



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Social Media Level of Social Networking Activity

Use by active aging adults on the rise, BUT

1/3 of our 65+ respondents and nearly 1/2 of our 75+ respondents

aren’t using social at all (in line with other national research)

Top Online Social Networks for Seniors

Facebook.

(For details, see http://knowledge.creatingresults.com/2013/02/19/us-

social-network-users-by-age-group-new-statistics-from-pew/)



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Why Marketers Use Social #1: Increase awareness / Generate Leads Branding, name recognition

Lift and substitute for traditional advertising

Drive traffic

Drive web traffic

Other benefits:

Monitor, recruit, provide customer service

Listen/learn

Improve relationships with stakeholders

Find vendors, sources, partners

Find inspiration

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

Why Seniors Use Social To Connect with Offline Networks of Family/Friends

NOT to Connect with Brands

Q: Do you want to be a brand’s friend/follower/fan?


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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—part of an integrated program

Measurable goals (specific to each platform)

Step 2: Structure and introduce to team members

Social media guidelines—make roles and commitment clear

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

Apply insights to mix of and on various channels

(Details / how-to in presentation at www.CreatingResults.com/VANHA)

Results:

Detailed results by channel can be found in case study at http://

www.CreatingResults.com/VANHA


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Critical Components ... Pick the right channels for your audiences

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

ladder with each step requiring greater investment of time/money

Get action-oriented

Measure

Additional Resources 2010 eBook: http://www.creatingresults.com/SocialSilverSurfers

2013 eBook: Request at http://www.CreatingResults.com/

VANHA

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

Blog: www.maturemarketingmatters.com


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Biography: KATHY EAST—VICE PRESIDENT, CLIENT SERVICES With more than 30 years of industry experience, Kathy East is a true real estate and senior living marketing expert. Kathy’s in-depth knowledge of land planning and development issues, and her proven track record in marketing and strategic planning, makes her a valuable asset to Creating Results and its senior living clients. She is a quick study, analyzing a situation and finding creative solutions. Experience from both the “client” side and the “agency” side gives her a greater understanding of what is important to our clients and how we can make their jobs easier and help their business achieve its goals. With a B. S. degree in Urban Planning she began her career working for local governments in community development and comprehensive planning. She has worked in private industry, developing feasibility and positioning studies for proposed residential developments throughout the Washington, DC metropolitan area. She managed the marketing for Reston and Broadlands, considered by the industry to be among the best master-planned communities in the Washington, DC metropolitan area, and later for all of Mobil’s communities across the nation. Ms. East holds a Master’s in Public Administration from the University of Southern California. She is a Master in Residential Marketing (MIRM), serves on the board of directors of the Washington Metropolitan Sales and Marketing Council, and is Vice Chair of the Greater Washington 50+ Housing Council. Ms. East can be reached at 703.494.7888 ext 11 or at [email protected]..

TODD HARFF—PRESIDENT Todd Harff leads a talented team of marketing, public relations and advertising professionals that has marketed 99 age-qualified communities in 14 states during the last 20 years. Todd and his team are work with a variety of CCRCs looking to increase occupancy. NAHB’s University of Housing hired Mr. Harff to develop the day-long course: “Marketing to Active Adults.” Creating Results' clients have been honored with dozens of awards from the National 50+ Housing Council, the National Sales and Marketing Council and Mature Media awards.

Creating Results regularly conducts research to better understand and influence mature consumers. Todd’s insights have been featured in Brand Week, Ad Age, Marketing Charts, The Wall Street Journal and Marketing Sherpa. He also shares his thoughts through the agency’s blog, www.MatureMarketingMatters.com. Mr. Harff has contributed to Sales and Marketing News, 50+ Magazine, Selling to Seniors, Housing to Seniors, 50+ Housing News, Nation's Building News, Active Aging and has spoken at Leading Age national and state annual meetings, International Council on Active Aging, Building for Boomers, Boomers and Beyond, The International Builders Show, and other national conferences. Since 2006, Todd has been featured by 50+ Builder as one of the top 50 experts in the country. Mr. Harff earned an MBA with honors from Georgetown University and graduated cum laude from Colgate University (BA). Mr. Harff can be reached at 703.494.7888 est 13 or at [email protected].

What seniors want from online marketing and social media.VANHA 2013

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Transcript of What seniors want from online marketing and social media.VANHA 2013