The he P Pow ower of r of Soc Socia ial Me l Media dia in Se in Senior C nior Care Pr Prese sente nted b d by y Denise nise Gr Graab, D , Dir irector of tor of Soc Socia ial C l Com ommunity unity Febr brua uary 2 ry 26, 2 , 2014
Welc lcom ome This is a one-way webcast. Please ask This presentation deck will be available questions using the tool at the right side within a few days after our session. of your screen.
Caring.com: The #1 Senior Care Resource #1 f for Se or Senior C nior Care R Revie views ws Nearly 3 ly 3 m million m illion monthly visitor onthly visitors s 70,0 ,000 listings listings 74,0 ,000+ c + consum onsumer r revie views ws 3,0 ,000+ origina + original a l artic ticle les s Doz ozens of ns of online online suppor support g t groups oups Part of t of B Bank nkrate te’s pow s powerful rful netw ne twor ork of of w website bsites s (14 m (1 million m illion monthly visitor onthly visitors) s) 3 ¡
Today’s Presenter: Denise Graab Director of Social Community • at Caring.com Joined team in Sept. 2010 • – Nearly 20 years of communications experience – Social marketing for last 10 Direct Caring’s social strategy • and portfolio DENISE GRAAB – Manage and curate profiles 4 ¡
Our Soc Our Socia ial P l Por ortf tfolio – A olio – Activ tive & & Gr Growing owing FACEBOOK 53K fans; 100s added weekly TWITTER 18.4K followers GOOGLE PLUS 1000 followers; 326K views YOUTUBE 143K views PINTEREST 1340 followers LINKEDIN 1015 followers Note: ¡These ¡numbers ¡change ¡daily. ¡Visit ¡us ¡on ¡these ¡pla9orm ¡for ¡latest ¡data ¡on ¡size ¡of ¡social ¡community . ¡ ¡
Agenda • Reaching Boomers and Seniors via Social Media • Social Marketing Basics & Best Practices • Facebook • Online Reputation Mgt. & Consumer Reviews • Social Awards & Contests • Final Thoughts, plus Q & A 6 ¡
Topic: Reaching Boomers & Seniors via Social Media 7 ¡
“All senior housing leaders should be on social media, because you need multiple ways to communicate when you are responsible for vulnerable citizens.” Lt. Gen. Russell L. Honore Speaking at ALFA Leadership Council Forum November 2014 8 ¡
Wha What is Soc t is Socia ial Me l Media dia? Social networks Social Q&A Ratings & Reviews Blogs & Podcasts Online Groups/ Virtual Games Discussion Forums Wikis & Social Photo/Video Sharing Bookmarking Crowdfunding Crowdsourcing Websites and apps that enable users to create and share content, connect and collaborate, engage in interactive dialogue, and participate in social networking online.
Boom oomers, Olde , Older A r Adults A dults Activ tive Online Online Now online: 77% of American boomers, 59% of seniors – Majority use Internet daily (71%+) 8 in 10 seniors own mobile phone – All ages: 63% use cell phone to go online Social networking continues to rise – 65% of online boomers ; 46% of online seniors – In 2007: <10% for both age groups Given tools, training: Become fervent users Source: ¡Pew ¡Internet ¡& ¡American ¡Life ¡Project ¡Surveys, ¡Mar ¡2000-‑Apr ¡2012/Nov-‑Dec ¡2012; ¡July-‑Sep ¡2013; ¡ 10 ¡ Family ¡Caregivers ¡Online ¡(Jul2012); ¡comScore ¡Mobile ¡Future ¡in ¡Focus, ¡Feb2013; ¡Photo: ¡FreeDigitalPhotos.net ¡
Soc Socia ial N l Netw twor orking – B ing – Boom oomers & s & Se Senior niors s 64% of caregivers on Caring.com use Facebook YouT ouTube ube: : Facebook book: : 27.7M Boomers 42.2M Boomers 10.9M Seniors 13.2M Seniors 748K Boomers 476K Seniors Pinte Pinterest st Linkedin: Link din: Twitte witter: : 7.8M Boomers 18.1M Boomers 10.1M Boomers 6M Seniors 2M Seniors 2.5M Seniors 11 ¡ Sources: Think Google (2014), comScore Nov. 2013; Caring.com, May 2013; Flowtown, Nov. 2011
Online Online C Caregiv giver C r Com ommunity unity • Emotional: Arrive stressed, overwhelmed, frustrated, isolated – Quickly realize they’re not alone • Popular: Online Support Groups – Convenient, Always On, Anonymity – Hundreds of online posts daily • Motivated to Help Others Soc Socia ial C l Campa paign: N ign: Nationa tional F l Family C ily Caregiv givers Month 2 s Month 2012 12 ¡
Soc Socia ial Me l Media dia B Bene nefits f its for Olde or Older A r Adults dults • Social Connections - Interactions with family, friends - Sense of community belonging - Social attention or fame • Cognitive / Brain Health – In 2013 study: Older adults on FB were 25% better on memory tasks • Research & Learning • Entertainment & Fun • Financial Savings – Deals, coupons, giveaways Bill Sleeper, At age 99 was assisted living resident on FB & Twitter 13 ¡
Socia Soc ial Oppor l Opportunity F tunity For Se or Senior C nior Care Pr Provide viders s Build awareness of • brand and expertise Communicate/build • community with clients and their families Drive traffic to • website Answer service Qs • Help convert • prospects Develop industry • relationships 14 ¡
Topic: Social Media Marketing Basics & Best Practices 15 ¡
It’s not about you.
How are you adding value for others?
Successful Soc Suc ssful Socia ial Me l Media dia Ef Effor orts H ts Have… … Measurable Relevant, Critical mass Environment Value or objectives compelling of right where people benefit with content to people or feel safe and from platforms spark target encouraged participation and tactics engagement audience to interact closely aligned
Getting Started CREATE AND OPTIMIZE ONLINE PROFILES Focus where it matters most
Start Engaging CONNECT with others WATCH and learn best practices PARTICIPATE and collaborate
Build Y uild Your C our Com ommunity unity CONNECT WITH US ON SOCIAL: GOOGLE + LINKEDIN TWITTER FACEBOOK Promote Your Social Profiles Help Target Audience ‘Stay Connected’
Ma Mana nagement B nt Best Pr st Practic tices s Establish Create a plan. Monitor and ROI: Measure, policies and Be strategic. respond to analyze and procedures. Tailor tactics. engagement. refine.
ips A F Few Ma w Mana nagement T nt Tips Use editorial calendar – craft posts in advance Dedicate at least 3-5 hours/week Use monitoring/reporting tools – track referral sources to website; leads converted from social
Topic: Facebook 24 ¡
Facebook book C Conside onsiderations tions Pages vs. Groups vs. Profiles Public or private Competing for attention in news feed
Facebook book: T : The hemes f s for Sha or Shareable le P Posts osts Create posts that… Amuse • Amaze • Advise • Give • Help • Evoke Joy, Hope • Inspire • Unite • Warn • Source: “Contagious Content” ebook by Brian Carter and Marketo
Facebook book: Psy : Psychology of hology of Sha Sharing ring 68% 94% 85% 75% 73% Consider Share to Share ‘get to Sharing helps Sharing helps link’s generate know me’ better to ID people helpfulness to responses that personal understand/ with common others before provide more advertisements process news interests posting insight of interest Source: New York Times study, 2011
Facebook book F Fan P n Page: R : Recent Exa nt Example ples s Practic Pr tical / l / H Helpful lpful Emotiona Em otional / l / R Rele levant nt Fun Fun
B2B: T : Twitte witter & r & Link LinkedIn dIn LinkedIn Twitter #1 Professional Network Real-Time Conversations • • Recruiting Breaking News • • Networking in Groups Topic-Oriented Chats • • Subject Authority Searchable by Google • • 29 ¡
Topic: Online Reputation & Consumer Reviews 30 ¡
Online R Online Reputa putation & tion & “ Soc Socia ial Pr l Proof oof ” YOUR ONLINE REPUTATION IS: What shows up in the search results • – Your website – What people read on other websites – 1 st page results matter most What people say about your org/ • brand on social media sites Any reviews of your agency • Online media coverage and online • records Quality of website and online profiles creates “social proof” to persuade visitors and support marketing objectives Fir irst im st impr pressions m ssions matte tter! r!
New W w Way T y Tha hat Loc t Local Se l Senior C nior Care is F is Found ound ¡ ¡ 61% % of survey respondents searched Combined 93% % of respondents find online for senior care in the last year reviews useful, trustworthy • 71% searched on general terms ( “ Assisted • Most trusted reviews: Senior Care-specific sites (e.g., Caring.com, Living ” or “Adult Day Care”) rather than RetirementHomes.com) specific provider names • Least trusted reviews: Facebook, G+, Yelp, • 67% used a directory or aggregator site at Angie’s List some point in their search 32 ¡
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