2. Why is social media important now?
Grandson, 73
Great-grand-
daughter, 49
Daughter, 95
Sara Knauss, 118
Great-great-
grand-daughter, 27
Great-great-
great-grandson, 3
3. Cohort Influences: Formative Years
Leading
Middle
Trailing
WWII
Ikes
Boomers
Boomers
Boomers
Forma=ve
1930
to
1945
1946
to
1963
1960
to
1970
1967
to
1977
1974
to
1983
Years
Prohibi'on,
Social
McCarthyism,
Cold
War,
JFK,
LBJ,
MLK,
Civil
Vietnam,
ERA,
Hostage
Crisis,
Reagan,
Security,
FDR/New
Poli=cal/
Deal,
Bread
Lines,
Brown
v.
Board
of
Rights,
Vietnam,
Watergate,
Roe
v.
Terrorism,
Middle
East
Social
Educa'on,
Highways
&
Woodstock,
Kent
Wade,
No
Fault
Conflict,
Rise
of
WWII,
Labor
Suburbaniza'on,
Korea
State,
DraN
LoOery
Divorce,
Casual
Sex
Conserva'sm
Movement
Stock
Market
Crash,
New
Fron'er,
Oil
Shocks,
G.I.
Bills,
Housing
Act,
Price
Controls,
Economic
Great
Depression,
Prosperity
Medicare,
Great
Nixonomics,
Infla'on
Reaganomics,
Keynesian
Economics
Society
Stagfla'on
The
Beatles,
Dylan,
Sinatra,
James
Dean,
Saturday
Night
Live,
Star
Wars,
Disco,
Fitness
Chaplin,
Babe
Ruth,
Rolling
Stone
Elvis,
Marilyn
Monroe,
All
in
the
Family,
Craze,
Punk
Rock,
Space
Popular
Radio,
“ Talkies”,
F.
ScoO
Disney,
Hot
Rods,
Duck
Magazine,
Moon
Mary
Tyler
Moore,
ShuOle,
Crack
and
Culture
Fitzgerald,
Movies,
Walk,
The
Pill,
&
Cover,
Sputnik,
Family
Ms.
Magazine,
Drugs,
Crime
&
Violence
Lindbergh,
No
TV
Psychedelic
Drugs,
TV
Counterculture
TV
TV
News
TV
Idealis'c,
Status
Conscious,
ThriNy,
Patrio'c,
Status
Quo,
“Don’t
Rock
Demanding,
Pragma'c,
Apoli'cal,
Individualis'c,
Seek
Core
Traits
Sacrificing,
Defer
the
Boat”,
Respect
Nonconformist,
Seek
Immediate
More
Conserva've,
Gra'fica'on
Authority
Immediate
Fade
to
GenX
Gra'fica'on
Gra'fica'on
3
4. Boomers are spending more time online
Compared
with
3
years
ago,
how
has
the
amount
of
'me
you
spend
on
each
of
the
ac'vi'es
following
changed?
Percent
of
=me
Boomers
respondents
spend
on
ac=vi=es
compared
with
three
years
ago
5. Older consumers are unwilling to give up the Internet
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%
Percentage of older
consumers who are
Online
news
service
or
newsle[er
37.8%
willing to give up a
Na=onal
newspaper
36.4%
media service they
Magazines
33.7%
currently subscribe
to.
Local
newspaper
27.9%
Cell
phone
11.0%
TV
service
(cable,
satellite
dish,
or
other)
9.1%
Cable
telephone
8.7%
Internet
4.5%
6. Ikes & Boomers still use traditional media more than Trailing Boomers or Gen X
Which
of
the
following
do
you
subscribe
to?
Percentage
subscribing
to
various
media
services
Leading
Trailing
Media
Ikes
Boomers
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
7. Boomers are catching up with GenX in Social Networking
On
which
social
networking
sites
do
you
maintain
a
profile?
(select
all
that
apply)
Leading
Trailing
Social
networking
site
Ikes
Gen
X
Boomers
Boomers
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%
8. 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.
9. The Social Connection
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?
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%
Social
Mavens
have
more
frequent
contact
with
individuals
across
all
types
of
groups
within
their
social
network
10. 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%
11. 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%
Mavens
have
more
face-‐to-‐face
contact
and
use
smart
phones
more
than
other
Boomer
respondents
12. Values & Attitudes
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%
Compared
with
others
in
their
cohort,
Social
Mavens
are
more
likely
to
try
new
products,
technologies,
and
seek
new
experiences
16. Thoughts on getting started
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
17. Transitioning from traditional to social media
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
18. How much does social media cost?
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
19. Are there pitfalls?
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.
20. Metrics/ROI
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
21. 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
22. QR Codes
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.
23. Contact Us
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
23
