Woodstock to Facebook: How to Engage the 50+ Online Boomers. They're the fastest growing population on Facebook. How are you talking to a 1/3 of America’s population? How are you activating their passion online? Learn where they are spending their tech time and how they differ from Gen Xers & Millennials.

1. Ac! 16
A Closer Look, AARP
Tammy GordanSenior
Advisor
AARP

2. 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

3. Know Your Audience &
Focus Your Priorities

4. Never Stop Looking
Ahead…

5. Establish, Staff & Brand
Your Social Presence

6. AARP Facebook
Screen
AARP

7. AARP Youtube Screen
AARP

8. AARP Twitter Screen
AARP

9. AARP Mobile
• iPhone content and member card app • Texterity iOS and digital newsstand apps
• Navigate product pages • AARP partners’ print ads available in
digital facsimiles of AARP Pubs with live web
• Play video clips links. Ads and sponsors on mobile apps.
• Ability to clip product pages • AARP.org mobile landing pages
• Share by email, Twitter, Facebook • Destination for mobile promotions and
site traffic re-circulation
• Member card with barcode http://aarp.org/mobile
• Join / renew • Support for content display on feature phones. Access
via Consumer Cellular phones
• Speed dial to the Member http://m.aarp.org (Coming 2Q2011) 8
Contact Center

10. AARP.org Tech Channel

11. aarp.org/blog

12. Be Your Own Cheerleader

13. 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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14. 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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15. Know What’s Next for
Your Audience…

16. 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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17. 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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18. Q&A
What’s Next Conference
Tammy Gordon - @floridagirlindc
AARP.org • Facebook.com/AARP • Twitter.com/AARP • YouTube.com/AARP • AARP.org/mobile