ibs 2012 social_creating results - social and more
DESCRIPTION
Presentation on social media marketing to baby boomers and seniors. Statistics on social networking usage by older adults, why they connect, do they like brands and more. PLUS 5 ways to kick your baby boomer and senior social media marketing into high gear.TRANSCRIPT
MARKETING TO THE 50+ BUYER: Social Media and So Much More
WHY(or why not)
they useSocial Networking
MARKETING TO THE 50+ BUYER: Social Media and So Much More
HOWthey engage on
Social Media
MARKETING TO THE 50+ BUYER: Social Media and So Much More
How
YOUcan apply this
knowledge to your marketing
MARKETING TO THE 50+ BUYER: Social Media and So Much More
But First, Some General Stats
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Internet vs Total Population
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Emails Sent Per Generation
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Popular Website Categories - ALL
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Social networking site use by online adults 2005-2011The percentage of all adult internet users who use social networking sites since 2005
MARKETING TO THE 50+ BUYER: Social Media and So Much More
The Social Landscape
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Level of Social Networking (By Ages)
MARKETING TO THE 50+ BUYER: Social Media and So Much More
21% 22%24%
9%
27%
19% 19%
10%
17%
25%
17% 17%
24% 24%
12%
35%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Convenience/ease of contact
Connecting withfamily/ friends
Catch up with oldfriends
Nothing
40‐54 Pct 55‐64 Pct 65‐74 Pct 75+ Pct
Like Most About Social Networking (By Age)
MARKETING TO THE 50+ BUYER: Social Media and So Much More
MARKETING TO THE 50+ BUYER: Social Media and So Much More
#1 REASON:
CONNECTIONS
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Men more likely than women to be motivated by work/career
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Invitations from Friends or Family Members
MARKETING TO THE 50+ BUYER: Social Media and So Much More
What Would Motivate Trial (By Age)
MARKETING TO THE 50+ BUYER: Social Media and So Much More
You Really Like Us… or Do You?
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Engage with Brands on Social Networks
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Benefits of “Friending” Brands
21.05%
20.18%
19.30%
18.00%
18.50%
19.00%
19.50%
20.00%
20.50%
21.00%
21.50%
Discounts, Coupons,Offers
Convenient InfoChannel
In the Know
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Too much time
They’re already feeling overloaded
They’d prefer to communicate with you via other channels – phone, email, corporate website – in other words “don’t call me, I’ll call you”
They’re there to socialize and you’re intruding on personal space
Top Reasons for Not Engaging with Your Brand
MARKETING TO THE 50+ BUYER: Social Media and So Much More
MARKETING TO THE 50+ BUYER: Social Media and So Much More
NO PRIVACY – Exposure
PRIVACY/INTRUSION – People who are concerned about how intrusive social networks and/or people on them are, invading their personal lives
PRIVACY/SAFETY – Those who are concerned about how their information is used or abused
Three Types of Privacy Concerns
MARKETING TO THE 50+ BUYER: Social Media and So Much More
How They are Using Social Networking
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Commonly Used Sharing Tools (All Ages)
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Use Email as Social Sharing Tool
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Older the respondent, more likely to view email as a social tool
Singles say email is a sharing tool 3x more than couples
Retired cite it nearly 7x more than working and nearly 8x more than unemployed
Use Email as Social Sharing Tool
MARKETING TO THE 50+ BUYER: Social Media and So Much More
5. Provide clear and simple privacy policies.
4. Make it personal and show your appreciation
3. Incorporate tools that make it easy to share their experiences
2. Use social media to converse with your followers, not talk at them.
1. Expand Your Horizons -Social Media is more than Facebook and Twitter
Top 5 Ways to KickYour Social MediaInto High Gear
MARKETING TO THE 50+ BUYER: Social Media and So Much More
Download your copy TODAY: www.creatingresults.com/SilverSocialSurfers
MARKETING TO THE 50+ BUYER: Social Media and So Much More
QUESTIONS?
CREATING RESULTS
Beth [email protected]
www.CreatingResults.comBLOG: www.MatureMarketingMatters.com
www.twitter.com/CreatingResults
Experts in marketing to mature consumers
2010 RESEARCH