CLIENT DATE October  2011   LeadingAge  2011  

Grandson, 73 Great-grand-daughter, 49

Great-great-grand-daughter, 27

Daughter, 95

Sara Knauss, 118

Great-great-great-grandson, 3

Why is social media important now?

Cohort Influences: Formative Years

WWII   Ikes  Leading  Boomers  

Middle  Boomers  

Trailing  Boomers  

Forma=ve  Years  

1930  to  1945   1946  to  1963   1960  to  1970   1967  to  1977   1974  to  1983  

Poli=cal/  Social  

Prohibi'on,  Social  Security,  FDR/New  Deal,  Bread  Lines,  WWII,  Labor  Movement  

McCarthyism,  Cold  War,  Brown  v.  Board  of  Educa'on,  Highways  &  Suburbaniza'on,  Korea  

JFK,  LBJ,  MLK,  Civil  Rights,  Vietnam,  Woodstock,  Kent  State,  DraN  LoOery  

Vietnam,  ERA,  Watergate,  Roe  v.  Wade,  No  Fault  Divorce,  Casual  Sex  

Hostage  Crisis,  Reagan,  Terrorism,  Middle  East  Conflict,  Rise  of  Conserva'sm  

Economic  Stock  Market  Crash,  Great  Depression,  Keynesian  Economics  

G.I.  Bills,  Housing  Act,  Prosperity  

New  Fron'er,  Medicare,  Great  Society  

Price  Controls,  Nixonomics,  Infla'on  

Oil  Shocks,  Reaganomics,  Stagfla'on  

Popular  Culture  

Chaplin,  Babe  Ruth,  Radio,  “Talkies”,  F.  ScoO  Fitzgerald,  Movies,  Lindbergh,  No  TV  

Sinatra,  James  Dean,  Elvis,  Marilyn  Monroe,  Disney,  Hot  Rods,  Duck  &  Cover,  Sputnik,  Family  TV  

The  Beatles,  Dylan,  Rolling  Stone  Magazine,  Moon  Walk,  The  Pill,  Psychedelic  Drugs,  News  TV  

Saturday  Night  Live,  All  in  the  Family,  Mary  Tyler  Moore,  Ms.  Magazine,  Counterculture  TV  

Star  Wars,  Disco,  Fitness  Craze,  Punk  Rock,  Space  ShuOle,  Crack  and  Drugs,  Crime  &  Violence  TV  

Core  Traits  ThriNy,  Patrio'c,  Sacrificing,  Defer  Gra'fica'on  

Status  Quo,  “Don’t  Rock  the  Boat”,  Respect  Authority  

Idealis'c,  Demanding,  Nonconformist,  Seek  Immediate  Gra'fica'on  

Status  Conscious,  Individualis'c,  Seek  Immediate  Gra'fica'on  

Pragma'c,  Apoli'cal,  More  Conserva've,  Fade  to  GenX    

3

Boomers are spending more time online

Percent  of  =me  Boomers  respondents  spend  on  ac=vi=es  compared  with  three  years  ago    

Compared  with  3  years  ago,  how  has  the  amount  of  'me  you  spend  on  each  of  the  ac'vi'es  following  changed?  

If  you  had  to  choose  one  service  which  you  currently  subscribe  to  give  up  which  would  it  be?  

Media   Percent  

DVD  movie  rental   61.1%  

Home  telephone  -­‐  ("land  line")   40.6%  

Online  news  service  or  newsle[er   37.8%  

Na=onal  newspaper   36.4%  

Magazines   33.7%  

Local  newspaper   27.9%  

Cell  phone   11.0%  

TV  service  (cable,  satellite  dish,  or  other)   9.1%  

Cable  telephone   8.7%  

Internet   4.5%  

Older consumers are unwilling to give up the Internet

Percentage of older consumers who are willing to give up a media service they currently subscribe

to.

Which  of  the  following  do  you  subscribe  to?  

Media   Ikes    Leading  Boomers  

Trailing  Boomers   Gen  X  

TV  service  (cable,  satellite  dish,  or  other)   89%   91%   81%   77%  Home  telephone  -­‐  ("land  line")   85%   79%   68%   68%  Cable  telephone   23%   23%   21%   25%  DVD  movie  rental   14%   14%   20%   23%  Internet   92%   91%   90%   86%  Local  newspaper   61%   50%   38%   32%  Na'onal  newspaper   7%   5%   9%   8%  Online  news  service  or  newsleOer   11%   10%   13%   12%  Magazines   60%   58%   46%   46%  Cell  phone   80%   80%   80%   77%  

Satellite  radio   5%   15%   7%   13%  

   higher  for  older  genera'ons      higher  for  younger  genera'ons  

Ikes & Boomers still use traditional media more than Trailing Boomers or Gen X

Percentage  subscribing  to  various  media  services  

On  which  social  networking  sites  do  you  maintain  a  profile?  (select  all  that  apply)  

Boomers are catching up with GenX in Social Networking

Social  networking  site   Ikes  Leading  Boomers  

Trailing  Boomers  

Gen  X  

 Facebook.com   39%   39%   43%   50%  

 Twi[er.com   5%   8%   15%   14%  

 Linkedin.com   6%   8%   11%   10%  

 Classmates.com   19%   20%   21%   12%  

 Myspace.com   11%   10%   22%   29%  

 None  of  these   50%   47%   45%   32%  

Social Mavens Social  Media  Involvement  was  defined  by  two  of  many  ques'ons  in  this  study:  

1.  On  an  average,  about  how  many  people  do  you  have  contact  with  in  a  typical  day,    including  all  those  who  you  say  hello,  chat,  talk  or  discuss  maOers  with,  whether  you  do  it  face-­‐to-­‐face,  by  phone,  online,  and  whether  you  personally  know  the  person  or  not?  

2.  How  oNen  do  you  recommend  specific  products  or  services  to  those  in  your  personal  or  social  network?  

Three  clear  segments  emerged:  

•  Isolated  Insulars:  Fewer  than  5  contacts/day,  recommend  <  twice  a  year.  

•  Everyday  People:  5-­‐20  contacts/day,  recommend  3-­‐10  'mes  a  year.  

•  Social  Mavens:  20+  contacts/day,  recommend  >10  'mes  a  year.  

In  thinking  about  all  of  the  people  in  your  own  personal  or  social  network,  how  frequently  do  you  have  contact  with  individuals  you  know  from  the  following  areas  or  groups?  

Social  Mavens  have  more  frequent  contact  with  individuals  across  all  types  of  groups  within  their  social  network  

Type  of  social  connec=on   Isolated   Everyday   Mavens  

Family  members,  apart  from  my  immediate  family   55.4%   65.7%   75.5%  

Issue-­‐oriented  organiza=ons   13.7%   17.2%   32.2%  

Hobby  or  interest  groups   18.4%   26.5%   36.6%  

Religious  affilia=on  or  church   32.0%   35.6%   46.6%  

Social  groups   20.8%   30.1%   40.0%  

Neighbors   44.6%   53.9%   61.1%  

Co-­‐workers   17.7%   38.6%   64.4%  

Former  co-­‐workers   15.9%   24.1%   37.8%  

Professional  or  business-­‐related  contacts   14.0%   28.6%   52.3%  

The Social Connection

Mavens are more likely to be working and Trailing Boomers

Characteris'cs  of  Boomer  respondents  by  level  of  Social  Connectedness    

Characteris'c   Isolated   Everyday   Mavens  Female   46%   50%   53%  Leading  Boomers   61%   54%   38%  Trailing  Boomers   39%   46%   62%  Working  full  or  part-­‐'me   18%   39%   62%  Self-­‐employed   10%   9%   22%  Re'red   36%   25%   11%  Household  income  100K+   15%   26%   43%  Volunteer   25%   45%   60%  TV  service  (cable,  satellite  dish,  or  other)   87%   85%   91%  Local  newspaper   42%   44%   49%  Online  news  service  or  newsleOer   9%   12%   16%  Magazines   45%   54%   67%  Satellite  radio   9%   11%   18%  Facebook.com   31%   44%   58%  TwiOer.com   8%   12%   16%  Linkedin.com   4%   11%   16%  Classmates.com   17%   23%   22%  Myspace.com   13%   16%   20%  

Mavens  have  more  face-­‐to-­‐face  contact  and  use  smart  phones  more  than  other  Boomer  respondents    

In  thinking  about  all  of  your  personal  communica'ons  in  a  typical  week,  what  percentage  would  you  es'mate  are  from  each  of  the  following  types.    Does  not  

include  communica'ons  specifically  for  work.    

Type  of  communica'on   Isolated   Everyday   Mavens  

Email  from  a  computer  (PC  or  MAC)   39.3%   30.1%   29.5%  

Email  from  a  smart  phone  or  cell  phone   1.3%   3.4%   6.4%  

Text  messaging   6.3%   6.4%   6.8%  

Instant  messaging   5.3%   2.4%   2.7%  

By  phone  (cell  or  "land  line")   20.8%   24.9%   19.1%  

Pos'ngs  to  a  social  networking  site     2.5%   3.7%   3.6%  

In  person,  "face-­‐to-­‐face"   24.8%   29.1%   31.8%  

Compared  with  others  in  their  cohort,  Social  Mavens  are  more  likely  to  try  new  products,  technologies,  and  seek  new  experiences  

Boomers  values  and  artudes  based  on  social  connectedness  

Value/Personality  Trait  (percent  agree)   Isolated   Everyday   Mavens  

People  oeen  come  to  me  for  advice   35%   55%   73%  

New  technology  plays  an  important  role  in  my  life   51%   71%   78%  

I  prefer  to  be  the  leader  in  a  group   34%   46%   62%  

I  oeen  try  new  products  before  other  people  I  know   21%   32%   44%  

I  would  like  to  spend  a  year  or  more  in  a  foreign  country   32%   37%   56%  

As  soon  as  I  see  an  opportunity  to  try  something  new,  I  do  it   26%   33%   47%  

I  am  not  afraid  to  provide  cri=cism   33%   44%   51%  

I  am  not  bothered  by  things  that  upset  my  daily  rou=ne   51%   58%   71%  

I  take  pride  in  being  self-­‐sufficient   41%   50%   60%  

I  am  determined  to  get  what  I  want  from  life   14%   19%   29%  

I  can  mo=vate  myself  by  sefng  my  own  goals  and  =melines   71%   78%   87%  

I  think  that  young  people  should  be  taught  to  ques=on  authority   19%   28%   33%  

My  successes  in  life  are  largely  the  result  of  my  own  talents  and  hard  work   55%   62%   69%  

I  am  very  op=mis=c  about  the  future   49%   57%   62%  

Values & Attitudes

Role of Social Media in the Marketing Plan

Age Distribution on Social Sites

How does social media fit into your plan?

Value=Speed of Share •  Content must invite participation and be shareable

Integrate, don’t eliminate •  And beware the small tactic; focus

The Data Ghetto Online is the center

•  Consider the experience that each medium can deliver

Social mavens are men and women

Thoughts on getting started

The “get ready” checklist: 1.   You spend time “listening” online 2.   You have clear goals for social media 3.   You have the people power to execute successfully 4.   You have a content plan/engagement strategy 5.   You know what your prospects are doing online

(focus) 6.   Your website and/or blog is ready for attention 7.   You are ready to incorporate social media throughout

the sales and marketing process 8.   You have decided how and what to measure

Transitioning from traditional to social media

You decide! •  Your staff – does this add to a job or do you create a

job? •  Effect on traditional tactics – what will you give up? •  Listening technology – have you spent time listening

online? •  Metrics and analysis – how do we measure ROI? •  $0 - $100,000’s – it’s up to you

•  “Free” – blogs, commenting, microblogging, social networks, fan page-simple, bookmarking, photosharing, document sharing

•  $$$ - ads on social networks, fan page-built out, online video, podcasts, widgets, social CRM

How much does social media cost?

Some . . . •  Companies fear loss of control; can’t I just send people

to my web site? •  Don’t have to start until you are ready! •  Be a thought leader not a promoter; have a content

roadmap. •  Don’t let the metrics hang you up; it’s different than

traditional media and that’s ok. You’ll learn! •  It’s not advertising! Be human and authentic. •  Not every site or opportunity is right for you; choose

carefully and focus.

Are there pitfalls?

Some thinking . . . •  Ditch conventional metrics

• Determining your ROI on your social media investment depends on what you want people to do

• Only you know what is meaningful to your organization •  Friends and followers are not necessarily engaging

with your content •  Be quantitatively qualitative

• Measure things like unique visits, page views, followers, demographics, frequency, bounce rate, length of visit, etc.

• Also look at motive, intent and sentiment

Metrics/ROI

Some thinking . . . •  Set up proper tracking

• Most use Google analytics to track user behavior • Can enhance that with plug ins for social media, like

Social Media Metrics •  Bit.ly, PostRank and SocialToo can help track social

activity as well. • Aggregate analytics for reporting

•  Analyze and engage •  It takes time to figure out which tools best track what

you care about • Use the data to know what is engaging and inform

strategy

Metrics/ROI

What is it? •  Abbreviation for Quick Response code

•  A mobile device readable barcode •  Simply a "print based hypertext link” •  Encode a URL into the QR Code and then point a

camera enabled mobile device at it. If the device has QR Code decoding software installed on it, it will fire up its browser and go straight to that URL/web address

•  A QR Code can contain a phone number, an SMS message, V-Card data or just plain alphanumeric text, and the scanning device will respond by opening up the correct application to handle the encoded data.

QR Codes

Contact Us

23

Lori  Bi[er,  President/CEO  415.295.4575  extension  1  

lori.bi[er@con=nuumcrew.com  Facebook.com/con=nuumcrew  Facebook.com/movebeyondage  

Twi[er  @loribi[er  @con=nuumcrew  @40plusconsumers  @movebeyondage  

Blog:  www.boomersinthewild.com  LinkedIn  Groups:  Move  Beyond  Age    

Con=nuum  Crew  Boomer  Summit  Group  Eons.com  –  50+  social  network