WHAT’S IN IT FOR

SENIOR LIVING?

SOCIAL MEDIA

#SolvingTheSocialMediaPuzzle

SOCIAL MEDIA WHAT’S THE BIG DEAL WITH

Why Social Media

and Senior Living?

USE THE INTERNET BECAUSE OVER 50% OF THOSE 65+

Once online,

most seniors

make Internet use

a regular part

of their lives,

with 70% using it

on a typical day.

-Pew Internet Research

USE SOCIAL MEDIA BECAUSE 1 IN 3 ONLINE SENIORS

OWN A MOBILE PHONE BECAUSE 7 OUT OF 10 SENIORS

ON STEROIDS

BECAUSE SOCIAL MEDIA IS LIKE

WORD OF MOUTH…

http://www.myfoxphoenix.com/story/20188740/2012/11/26/wow-phoenix-seniors-do-gangnam-style?autoStart=true&topVideoCatNo=default&clipId=8000405&autoStart=true&topVideoCatNo=default&clipId=8000405

SOCIAL MEDIA

STRATEGY

DEFINE GOALS

MEASURE ROI

SELL

INFLUENCE

LEARN/SHARE

CONNECT

LISTEN

ENGAGE

WHO do you want to reach?

WHAT will you show or tell them?

WHEN do you want to reach them?

WHERE can you find them?

WHY connect with them?

Questions to Ask

FACEBOOK

BLOG

TWITTER

LINKEDIN

YOUTUBE

INSTAGRAM

PINTEREST

YELP

Putting the Pieces Together

SOCIAL MEDIA? WHO IS RESPONSIBLE FOR

SOCIAL MEDIA WHEN DONE RIGHT

IS SO MUCH MORE

THAN JUST ANOTHER

MARKETING CHANNEL

“Vegan Bistro Dinner -

For reservations, call…”

Lead Generation

Frequent reviews help

with search rankings

Customer Service

Social Recruiting

Networking/Thought Leadership

?

Strategy Development

Content Creation

Day-to-day

Management

Monitoring Services

Making Social Media Work

1 Have a Policy in Place

Making Social Media Work

Making Social Media Work

2 Fresh Content Is Key

Making Social Media Work

3 Integrate with Other

Marketing Channels

Integrate with Other Marketing Channels

Promote

How to

Find Your

Social Media

Presence

Integrate with Other Marketing Channels

Integrate with Other Marketing Channels

Integrate with Other Marketing Channels

Integrate with Other Marketing Channels

• 97% use online newsrooms

• Nearly 75% read blogs to keep up

on subject matter they cover

• Nearly 74% use Facebook to research

• 56% use Twitter to research stories

• 54% seek audio or video material from

corporate websites

Social Media & The Media

Making Social Media Work

4 Understand the

Power of Images

Making Social Media Work

5 Be Transparent

& Maintain Control

Over Your Brand

Tracking Results

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=LsNChIPJeg-UgM&tbnid=eVVvkIhgEmaNwM:&ved=0CAgQjRwwAA&url=http://atlantarocks.com/&ei=WME0UaX9LKai2gWPj4GoDg&psig=AFQjCNGx3aCpo7c5w9JF9V85A4gytDPqnA&ust=1362498264779311

• Number of followers

• Engagement from comments, posts, retweets

• Click-through rate (CTR)

• Percent of active contributors

• Time spent on site

• Number of views

• Website conversions

• Social mentions

Identifying Metrics

45-54

38%

55+

35.8%

Who Are Your Fans?

Referrals to Website

Track Your Views

Facebook campaign to increase “likes”

Demonstrates supporting the community

Builds engagement

“One of the best

places we have

ever lived.” - Kay “…residents

aren’t the only

ones who can

rave about this

place!” -Susie

Sharing Recent Newspaper Article

Adult Children Endorsements

Landis Homes Rocks Social Media

#senior living

• You won’t find a perfect fit the first time.

• Ask questions.

• Learn from your mistakes.

• Talk to others who are managing social media.

• Follow those who are doing it well.

• Don’t be afraid to try something new.

Experiment