1. Social Communications: What’s
Next for Boomers & Beyond
IFA 11th Global Conference on Ageing
May 30, 2012
Tammy Gordon - @floridagirlindc
AARP - @AARP
AARP.org  Facebook.com/AARP  Twitter.com/AARP  YouTube.com/AARP  AARP.org/mobile

2. Social @AARP
• Vision
• Social media guidelines
• 6 person team reporting to Digital Strategy
– manage blog and social platforms
• 53 field offices manage local social
• Track over 100 social accounts enterprise
wide, across 40 different goals
• #4 goal for AARP is growing our online
communities
• Pilot programs for calls to action –
join/renew, advocacy, volunteering,
fundraising
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3. Know Your Audience &
Focus Your Priorities

4. AARP Facebook
Screen
AARP

5. AARP Youtube Screen
AARP

6. AARP Twitter Screen
AARP

7. AARP Twitter
“Spokespersons”
AARP

8. AARP 8

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
• Member card with barcode site traffic re-circulation
http://aarp.org/mobile
• Join / renew • Support for content display on feature phones. Access
• Speed dial to the Member via Consumer Cellular phones
http://m.aarp.org (Coming 2Q2011) 9
Contact Center

10. AARP.org Tech Channel

11. AARP Social Today
• We aren’t just broadcasting at our members, we’re
listening and engaging with them daily.
• Staff, volunteers, 3rd party advocates 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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12. Q&A
IFA 11th Global Conference on Ageing
Tammy Gordon - @floridagirlindc
AARP - @AARP
AARP.org  Facebook.com/AARP  Twitter.com/AARP  YouTube.com/AARP  AARP.org/mobile