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

VANHA | MAY 24, 2013
Twitter: @CreatingResults — todd@CreatingResults.com — kathy@CreatingResults.com
©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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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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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 kathy@creatingresults.com..
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 todd@creatingresults.com.

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

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