leading age 2013 - facts not fads of online marketing for senior living professionals
DESCRIPTION
Handout from the 2013 Leading Age Conference, with links and insights for senior living professionals eager to optimze their online marketing program.TRANSCRIPT
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
1
Seniors are Online— and Making Moves In 2012, for first time, more than 1/2 of 65+ Americans were going online. As seniors become
more wired, senior living organizations become more focused on how they can use the Internet to
motivate prospects to move to their communities.
However the digital marketing landscape changes by the minute. There are more tools and
platforms and choices than ever before. Senior living marketers need to understand HOW and WHY
older adults use the web in their move journey so they can know WHEN and WHERE to focus their
efforts.
In this session, learn how you can improve the effectiveness of your digital sales and marketing
efforts, improve your occupancy and reduce your costs per lead.
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
2
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
More Seniors Online In 2012, for first time, more than 1/2 of 65+ Americans using web
For older users, web still seen more as a tool and less as
entertainment. Top online activities (per Pew Internet & American
Life Project):
Search
News
Seeking out health information more popular with older users than
youngers
Social, Silver Surfers National study of 800+ Internet users over 40 (ebook at http://
www.CreatingResults.com/SocialSilver2013)
Update of 2010 research; offline intercept studies at locations
attracting more affluent, more educated active adults; online polling
Examine web and social media usage patterns, attitudes
Stats on seniors online usage available for download at www.CreatingResults.com/FactsNotFads
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
3
Web Categories of Websites Visited
Lifestage strongly influences where people spend time on the web
Web & Move Decisions Use of Online Directories in a move journey by Leading Edge
Boomers, 75+ has increased since 2010
Use of Community Websites by Silent Generation and 75+ has
decreased since 2010
CATEGORY MORE POPULAR WITH
Research, Reference
Health, Medical, Wellness
Leading Edge Boomers, 65+
seniors
Those aged 55+
Weather
Travel
Shopping
News
81% of 40-54 year olds (vs 57%
of 75+)
Those aged 65-74
Those under 65 (but it is still a
top category for those over 65,
as well)
Those aged 65-74
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
4
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
Web & Move Decisions (cont) For marketing senior living, see diminishing ROI with Social Media,
Craigslist and Realtor Websites as respondent age increases
1 in 4 mature movers said they visited a community’s site more
than 6 times before they moved there
Actions taken on Community Websites:
Most users Print Information, (nearly 7 out of 10 of all
respondents) Fill Out Forms (just over 1/2 of all
respondents), Use Internal Search (1/2 of respondents)
Fewest users Share Information with a Friend, or Like/
Follow/Pin
An increasing number of mature movers have rejected a
community based solely on its website
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
5
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
Top Housing Website “Pet Peeves” All Ages
Requires registration to get information
Don’t say price
Outdated info
Slow site
Older Age Groups
Hard to navigate the site (50% of Silent Generation vs.
22% of all ages)
Incomplete or illegible floor plans (60% of Silent
Generation vs. 31% of all ages)
Favorite Features Top features from 2010 research remain popular with all ages
Printer Friendly Pages
Internal Search Tools
Easy Navigation
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
6
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
Online Leads Do Not Behave Like Other Leads
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
7
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
Online Leads Self Qualify for Your Community
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
8
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
Case Study: Willow Valley Self-Qualification Analysis
Isolate digital footprint
Examine every web interaction
Color code content area
Compare to CRM (Customer Relationship Management
database)
Re-engage with Win-Ready Lead
Color Coded Content
Mix Shifts by Month
Month 1: Lead creation & initial exploration
Month 2: Heavy interest in fees and housing
Month 3: Interest shifts to Care & Lifestyle
Month 4: Early validation
Month 5: Close
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
9
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
Online Leads are Great Leads! “I’m not interested” often means “I’m not ready to talk with you
yet.”
Inactive leads are just not visible to you.
Develop strategies to create Win-Ready leads.
Track and measure everything!
Self-Qualification Process Accelerate Closures Behavioral analytics and a systematic focus are needed
“My leads find me to be more sincere and helpful. It doesn’t feel
like a ‘sales’ call because I can be more personalized in my
approach. They can tell the difference.” - Sales counselor
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
10
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
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 4” http://www.youtube.com/watch?
v=QUCfFcchw1w
Social sharing tools important—Those most commonly used by 40+:
Email a friend (77% of all ages)
YouTube (72%)
Comments (56%)
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
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
11
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
Social Media Level of Social Networking Activity
Use by active aging adults on the rise, BUT
Nearly 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. (89% of all ages of survey respondents)
The older the respondent, the more likely to see email as a social
network
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
12
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
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?
The older the social networker, the more likely they are to say
“no” to online social engagement with a brand.
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
13
Social Media Engagement Challenges:
Desire to keep social media social (not commercial + Concerns
about privacy, intrusiveness = lack of interest in engaging with brands
on these platforms
Opportunities:
Increase in number of older people trying social out of curiosity, or
because of a friend’s invitation = hope for marketers
How To Lead Folks to “Follow”:
Keep expectations realistic
Keep in mind the audience frustration with time consumed by social
media and aversion to “selly-sell” messaging
Demonstrate the value of engaging socially — from the user’s
perspective
Address privacy/security fears
Don’t be too salesy—content should be thoughtful, relevant, useful
Integrate social opportunities into all parts of your digital plan (and
offline vehicles, where possible)
TAKE AWAYS—ACTION ITEMS
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
LeadingAge | October 28, 2013 [email protected] — [email protected] — [email protected]
© Creating Results, LLC 2013
14
About Your Presenters:
Todd Harff - Creating Results [email protected]
Todd Harff leads a talented team of marketing, public relations and advertising professionals that has marketed 106 age-qualified communities in 15 states during the last 20 years. NAHB’s University of Housing hired Todd 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 conducts research to better understand and influence mature consumers. Todd & Erin’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. Todd 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 and other national conferences.
April LaMon - Lead InSite [email protected]
April has serious marketing chops bringing experience honed with blue chip companies like Kraft, Pepsi and Armstrong. In addition, she formed her own strategic marketing shop consulting with a wide array of clients, including in the senior living space. Having worked with senior living organizations on branding and marketing, she noticed that the not-for-profit sector lacked some of the critical marketing metrics that she had relied on to make sound marketing decisions. This led her to co-found Lead InSite which provides senior living organizations with data on how their prospects are interacting with their websites and how they can capture more leads. April enjoys applying sound strategic thinking, savvy marketing skills, creative insights and pragmatic style to help LeadingAge members become more successful.
Erin Read - Creating Results [email protected]
Erin Read (Ruddick) researches, writes and speaks to regional, national and international audiences about seniors and digital marketing. At Creating Results, Erin spearheads PR and digital marketing (web, email and social media marketing) for clients in senior living and other industries. She leads the digital efforts for North Hill senior living among other clients. The North Hill online marketing strategy won the Gold Best of 50+ Housing award and the Platinum Generations Award in 2013; its website won two additional Gold Generations Awards for excellence in design and overall functionality. Erin is the principal blogger for MatureMarketingMatters.com; find her on Twitter @CreatingResults.