The aged care industry has more customers than it can manage with plenty more on the way. They're bound by government regulations affecting how much money they charge each client. If you have all the customers you need and were charging the maximum amount for your services, how would you use social media? For the aged care industry in Australia the answer is simple: Advocacy and Client Outreach

1. Practical Advice for Making Social
Media Work for Your Organisation
Sarah Mitchell

2. Introduction
• Social Media is also called:
– Social Marketing
– Social Networking
– Web 2.0
• Goal for Today:
– Provide ideas on how you can use Social Media in
your organisation.

3. Two Influencing Moments
@IvyBean104

4. Dispelling Myths
• It’s not about technology
• It’s not a magic bullet
• It’s not free
• You don’t get immediate results

5. What Social Media Can Do
1. Promote your brand
2. Establish your Authority
3. Advocacy
4. Client Outreach

6. Two Things to Remember
1. It’s “social” meaning your activities have to
be centred on building relationships
2. You are representing your brand (or your
company brand). At all times you must
maintain a professional tone and attitude.

7. The Tools
Twitter LinkedIn Facebook Blogs
• Advocacy
• Client
Outreach
• Establish
Authority
• Promote
Your
Brand
• Client
Outreach
• Promote
Your
Brand
• Client
Outreach
• Advocacy

8. Usage of Tools for Business
79.3 7877.2
87
75.3
88
68 70
0
10
20
30
40
50
60
70
80
90
100
Social Media Success Summit Report
2009
Social Media Marketing Industry Report
2010
LinkedIn Facebook Twitter Blogs

11. Interesting Facts
AUSTRALIA
• We average over 7 hours per month in social
media usage, the highest global average
• 62% of us visited a message board or forum in
2009
• Unique audience numbers for LinkedIn
increased by 99 percent from July 2009 to
May 2010

12. Social Media and Older People
April 2009 – May 2010
• 50+:
• 50-64:
• 65+:
• 18-29:
22% to 42%, nearly double
25% to 47%, 88% increase
13% to 26%, doubled
76% to 86%, modest 13% increase
Pew Research Center: Pew Internet & American Life Project
By comparison

13. Establish Authority
• LinkedIn is a professional networking site
• Complete online curriculum vitae
• Find and connect with business colleagues
• List your company
• Special interest discussion groups
• Polls
• Q&A
• 80 million members in over 200 countries

14. Advocacy
• Twitter is a global instant messaging tool
• Send messages to drive traffic to your website
or cause
• Networks consists of “followers” and are very
fluid
• 600 million search queries every day
• Twitter has 105,779,710 registered users
• Over 1 million Twitterers in Australia

15. Promote Your Brand
• Blogging is an online dialogue you have with
your customers and prospects
• Allows you to state your position, raise
awareness, start a dialogue
• Excellent way to improve SEO
• Readers can leave their own comments and
opinions

16. Client Outreach
• Facebook allows you to create a business page
• You can also have a personal profile to
connect with friends and family
• Post photos, documents or run advertising
• 70% of user are outside the USA
• More than 250 million users log on to
Facebook every day

17. Before you Start
• Pick a descriptive user id – globalcopywrite
• Use a picture
• Use your real name
• Be transparent
• Be generous with information
• Don’t forget your on station WII-FM
(What’s in it for me?)

18. Advocacy
#agedcare
Glenn-Ray-Vaughan Study Tour

19. Benefits to the Elderly
• Removes isolation
• Increases social opportunities
• Improves mental health: An American study of 7,000
retired Americans (55+): “spending time online reduces
depression by 20 percent in senior citizens
• Enhances brain function: UCLA study discovered
“surfing the web for only a week stimulated areas of
the brain that control decision-making and complex
reasoning in middle-aged and older adults with little
internet experience.”

20. The Elderly and Social Media
Social Media “Golden Oldies”
Ivy Bean
Phyllis Greene
99 year old in Melbourne
What They’re Doing
Twitter: 62,575 followers,
listed 1,428 times
Facebook: 57,577 followers
90 year old bedridden blogger
– wedeb90
Uses Skype to keep in touch
with relatives in France

21. Get Started!
• Select a User ID
• Upload you photo to Gravatar
• Create a profile on LinkedIn and start sending
invitations
• Open a Twitter account and send me a Tweet!
• Start making a list of blog topics
• Put your organisation on Facebook/LinkedIn

22. Get Your Residents Wired

23. Sarah Mitchell
Copywriter/Consultant
office: (08)9336-2439
mobile: 0410 024 405
website: www.globalcopywriting.com
Twitter: twitter.com/globalcopywrite
LinkedIn: www.linkedin.com/in/sarahcmitchell
Join the Global Copywriting Facebook Page