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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