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.

1. WHY
(or why not)
they use
Social Networking
MARKETING TO THE 50+ BUYER: Social Media and So Much More

2. HOW
they engage on
Social Media
MARKETING TO THE 50+ BUYER: Social Media and So Much More

3. How
YOU
can apply this
knowledge to your
marketing
MARKETING TO THE 50+ BUYER: Social Media and So Much More

4. But First, Some General Stats
MARKETING TO THE 50+ BUYER: Social Media and So Much More

5. Internet vs Total Population
MARKETING TO THE 50+ BUYER: Social Media and So Much More

6. Emails Sent Per Generation
MARKETING TO THE 50+ BUYER: Social Media and So Much More

7. Popular Website Categories - ALL
MARKETING TO THE 50+ BUYER: Social Media and So Much More

8. Social networking site use by online adults 2005-2011
The percentage of all adult internet users who use social networking sites since 2005
MARKETING TO THE 50+ BUYER: Social Media and So Much More

9. The Social Landscape
MARKETING TO THE 50+ BUYER: Social Media and So Much More

10. Level of Social Networking (By Ages)
MARKETING TO THE 50+ BUYER: Social Media and So Much More

11. Like Most About Social Networking (By Age)
40.0%
35%
35.0%
30.0%
27%
25%
25.0% 24% 24% 24%
21% 22%
20.0% 19% 19%
17% 17% 17%
15.0%
12%
10.0%
9% 10%
5.0%
0.0%
Convenience/ Connecting with Catch up with old Nothing
ease of contact family/ friends friends
40‐54 Pct 55‐64 Pct 65‐74 Pct 75+ Pct
MARKETING TO THE 50+ BUYER: Social Media and So Much More

12. MARKETING TO THE 50+ BUYER: Social Media and So Much More

13. #1 REASON:
CONNECTIONS
MARKETING TO THE 50+ BUYER: Social Media and So Much More

14. Men more likely than women to be motivated by work/career
MARKETING TO THE 50+ BUYER: Social Media and So Much More

15. Invitations from Friends or Family Members
MARKETING TO THE 50+ BUYER: Social Media and So Much More

16. What Would Motivate Trial (By Age)
MARKETING TO THE 50+ BUYER: Social Media and So Much More

17. You Really Like Us… or Do You?
MARKETING TO THE 50+ BUYER: Social Media and So Much More

18. Engage with Brands on Social Networks
MARKETING TO THE 50+ BUYER: Social Media and So Much More

19. Benefits of “Friending” Brands
21.50%
21.05%
21.00%
20.50%
20.18%
20.00%
19.50%
19.30%
19.00%
18.50%
18.00%
Discounts, Coupons, Convenient Info In the Know
Offers Channel
MARKETING TO THE 50+ BUYER: Social Media and So Much More

20. Top Reasons for Not Engaging with Your Brand
 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
MARKETING TO THE 50+ BUYER: Social Media and So Much More

21. MARKETING TO THE 50+ BUYER: Social Media and So Much More

22. Three Types of Privacy Concerns
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
MARKETING TO THE 50+ BUYER: Social Media and So Much More

23. How They are Using Social Networking
MARKETING TO THE 50+ BUYER: Social Media and So Much More

24. Commonly Used Sharing Tools (All Ages)
MARKETING TO THE 50+ BUYER: Social Media and So Much More

25. Use Email as Social Sharing Tool
MARKETING TO THE 50+ BUYER: Social Media and So Much More

26. Use Email as Social Sharing Tool
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
MARKETING TO THE 50+ BUYER: Social Media and So Much More

27. Top 5 Ways to Kick
Your Social Media
Into High Gear
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
MARKETING TO THE 50+ BUYER: Social Media and So Much More

28. Download your copy TODAY:
www.creatingresults.com/SilverSocialSurfers
MARKETING TO THE 50+ BUYER: Social Media and So Much More

29. 2010 RESEARCH
QUESTIONS?
CREATING RESULTS
Beth Rand
beth@creatingresults.com
www.CreatingResults.com
BLOG: www.MatureMarketingMatters.com
www.twitter.com/CreatingResults
Experts in marketing to mature consumers
MARKETING TO THE 50+ BUYER: Social Media and So Much More