Think social media is just Facebook? Think again! With over 200 well-known networks dominating social media, learn the ins and outs of how to utilize these outlets to motivate your 50+ consumer. For further information on social media, check out our webinar at http://www.creatingresults.com/index.cfm/article/display/stub/webinar-social-media-for-retirement-communities. Author Erin Read. Originally presented to the International Council on Active Aging, November 2012.

1. 
Note: Please join us in New Orleans on Thursday, November 29 at TAKE AWAYS—ACTION ITEMS
4:30pm to see examples and best practices from senior living/senior
communities, plus the full case study with detailed results. ____________________________________
____________________________________
More Than Just Facebook
Social media—More than just Facebook ____________________________________
More than 200 well-known networks, hundreds more small ones
“Social Media Revolution” http://youtu.be/ZQzsQkMFgHE ____________________________________
Use by active aging adults on the rise
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
 Social sharing tools also important
 Most commonly used by 40+: email a friend, YouTube,
____________________________________
voting/ranking and blogs
 Email itself seen as a social tool among the older olds
©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012
1 Erin Read Ruddick - erin@CreatingResults.com

2. 
Benefits of Social Marketing TAKE AWAYS—ACTION ITEMS
#1: Increase awareness
____________________________________
 Branding, name recognition
 Lift and substitute for traditional advertising
 Drive traffic
____________________________________
 Drive web traffic
____________________________________
Other benefits:
 Monitor, recruit, provide customer service ____________________________________
 Listen/learn
____________________________________
Challenges:
 Customer desires/expectations for social networking not aligned with ____________________________________
marketers’ desires/expectations
 Marketers jumping in or pursuing the “new shiny” — no strategy, no ____________________________________
plan, no measurable goals
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012
2 Erin Read Ruddick - erin@CreatingResults.com

3. 
Case Study: North Hill TAKE AWAYS—ACTION ITEMS
Situation:
____________________________________
28-year-old CCRC west of Boston
National innovator, local leader
Now facing occupancy challenges
____________________________________
and perception of senior living
community within the local market ____________________________________
as stuffy due to somewhat dated
messaging and imagery ____________________________________
Solution:: ____________________________________
True North—largest initiative in community history, more than $100
million in new/expanded amenities, programs, employees ____________________________________
Integrated marketing program including social media marketing
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012
3 Erin Read Ruddick - erin@CreatingResults.com

4. 
Case Study: North Hill TAKE AWAYS—ACTION ITEMS
Step 1: Set Strategy and Goals ____________________________________
Audiences
Strategic Approach ____________________________________
Measurable goals
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
Step 2: Structure and introduce to team members ____________________________________
Social media guidelines
____________________________________
Friendraising action plan
Content Calendar
____________________________________
Kick-off
©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012
4 Erin Read Ruddick - erin@CreatingResults.com

5. 
Case Study: North Hill TAKE AWAYS—ACTION ITEMS
Step 3: Gain trust and participation of team members ____________________________________
Detailed expectations and roles
Making sharing/ contributing easy ____________________________________
Step 4: Monitor, Measure, Make Adjustments
____________________________________
Every major social network offers built-in analytics
http://www.slideshare.net/CreatingResults/follow-
____________________________________
theleadericaasharing
Apply insights to mix of and on various channels
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
Results: ____________________________________
 Detailed results by channel (Facebook, Twitter, LinkedIn, YouTube,
blog and website) will be featured in presentation at the ICAA
____________________________________
meeting in New Orleans.
©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012
5 Erin Read Ruddick - erin@CreatingResults.com

6. 
How To ... TAKE AWAYS—ACTION ITEMS
 Determine scale of efforts—not all or nothing; view activity as a
____________________________________
ladder with each step requiring greater investment of time/money
____________________________________
____________________________________
____________________________________
 Commitment of internal resources is critical
____________________________________
 Many free tools for managing and monitoring your program—
Google Alerts, HootSuite are two favorites of ours
____________________________________
_______________________________________________________
____________________________________
5 Critical Components
 Pick the right channels
____________________________________
 Consider what your social audience wants
 Get committed
____________________________________
 Get action-oriented
 Measure
____________________________________
____________________________________
____________________________________
____________________________________
©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012
6 Erin Read Ruddick - erin@CreatingResults.com

7. 
Additional Resources TAKE AWAYS—ACTION ITEMS
eBook: http://www.creatingresults.com/SocialSilverSurfers
____________________________________
Infographic: http://www.creatingresults.com/what-people-do-
online-infographic-by-age
____________________________________
Mashable.com, Alexa / Quantcast (indicate demographics of
various websites)
____________________________________
Social Media Survival Guide , Social Media Cheat Sheet—http://
slideshare.net/CreatingResults
____________________________________
MarketingProfs
CopyBlogger
____________________________________
SocialMediaToday.com
http://pewinternet.org/Reports/2010/Older-Adults-and-Social-
____________________________________
Media.aspx
Briansolis.com
____________________________________
Blog: www.maturemarketingmatters.com
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
____________________________________
©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012
7 Erin Read Ruddick - erin@CreatingResults.com

8. 
Biography:
ERIN READ RUDDICK, Client Services Director,
Creating Results - Strategic Marketing
Erin Read Ruddick spent her career in public relations and marketing prior to joining Creating Results in 2005.
She helped the agency to launch their New England office and to establish an international
reputation as experts in marketing to Baby Boomers and beyond.
Erin is the “Dean” of Creating Results’ in-house training program, the Mature Marketing
Academy (featured in the Christian Science Monitor). Erin writes, researches and has addressed
regional, national and international audiences about generational marketing. Erin is the co-
author of two national studies and eBooks -- Photo Finish and Social, Silver Surfers -- which
have been featured in Selling to Seniors, the Journal on Active Aging, BrandWeek and other industry
publications. She’s the principal blogger for www.MatureMarketingMatters.com. You also can
find her on Twitter sharing tips and insights via @CreatingResults.
At Creating Results, Erin contributes to the planning and implementation of integrated online/offline marketing
programs. She spearheads PR and online marketing (web, email and social media marketing) for clients in senior
living and other industries. She assisted Tufts University's Gift Planning Office with efforts to track and improve
marketing effectiveness across channels, and led branding and strategic marketing planning for The Village of
Valemount (British Columbia). The Valemount logo system won a 2009 National Mature Media Award.
Erin graduated cum laude from Colgate University with a dual major in International Relations and Spanish,
receiving honors in Spanish. Ms. Read Ruddick can be reached at 401.289.2500 ext 7005 or at
erin@creatingresults.com.
©2010 Creating Results. LLC International Council on Active Aging | October 5, 2012
8 Erin Read Ruddick - erin@CreatingResults.com