Online Marketing to Seniors via Social Media - Alpro Marketing Forum

Broekman Marketing Advies | 1

Social Media & 50+

Web 2.0.It’s all about facilitating conversations.Are you?

Lode | Broekman Marketing AdviesALPRO Marketing ForumDe Panne, 20th May 2009


Agenda

• Introduction• Me: online

• Everything 2.0• Well, how did we get here?

• Social Media• Overview

• Cases

• Seniors & Internet• Facts, figures, behavior

• Cases

• Future of Social Media


Introducing: Lode Broekman

Amsterdam (1965) Muiderberg (1996)

Daan (2004) Asia (1993) Marketing (1987)

Internetjunk Broekman Marketing Advies (2007)

Interactive Marketing Social Networking Propaganda & Marketingfacts


Daily Internet


Daily Internet


Broekman Marketing Advies | 7Broekman Marketing Advies |

Yesterday’s news?

The Web enables fulfilment of the existing need to communicate without having to bother about time, place and distance.


Consumers 2.0

“The role of the consumer has changed from isolated to connected,

from unaware to informed, from passive to active.”

- CK Prahalad: The Future of Competition


Marketing 2.0

“Broadcaster” “Facilitator”

Role of brands changes


OMD


The ways to share influence have exploded

PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Talk face to face

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker Phone call

Talk face to face

Phone call

SMS

Email

Instant Messenger

Talk face to face

Talk to shop worker

Consumer influence channels


Web 2.0: Social Media


1. Publish

• Weblogs

• Wiki’s

• Podcasts

• Vodcasts


Weblogs: share whatever you want to share


Wikipedia: Alpro


Podcasts, Vodcasts, Streaming


2. Share

• Pictures

• Movies

• Music

• Knowledge

• Slideshare

• Social Bookmarking

• Tasks/Projects


Flickr: 3,000,000,000+ pics


Youtube: 2nd largest search engine worldwide based on search queries


Slideshare


Social Bookmarking: del.icio.us


3. Discuss


Let them work for you


4. Social Networking

Groups of individual users

of online services who

voluntarily share information with like minded people on common passions, interests or circumstances.


Different types of Social Networks

SOCIAL FUNCTIONAL

BROADCASTING

PARTICIPATING

Sources: Digital World (HH) & FD

PlaxoSimplyHire

Friendfeed, SecondBrain

del.icio.us Twitter

Epernicus.com, AdGabber.com, INmobile.org, Meettheboss.com

SocialCommunities

Facebook, Friendster, Hyves, Netlog, MySpace

Practical Communities

Flickr, Youtube, Blogger

NetwerkCommunities

LinkedIn, Xing, Ecademy

CohesionCommunities

Wikipedia, TechCrunch, Alumni Networks


What do you do in a social netwerk?

Activity Frequency

See what my friends are up to: 86%

Sent a message to someone: 79%

Posted/updated my profile: 70%

Looked at profiles of people I didn’t know: 65%

Searched for someone that I used to know: 59%

Send a friend/connection request: 53%

Listened to music: 47%

Read a blog or journal: 51%

Wrote on someone’s profile page (e.g., wrote on a wall,

posted a testimonial): 55%

Watched a video: 40%

Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007


Facebook usage per age


ThirdAge.com


Alpro on Netlog


Alpro on Facebook


5. Microblogging

• Presence

• Twitter (Jaiku)

• TripIt / Google Latitude

• Updates: Facebook, Plaxo, MySpace, LinkedIn,

Friendfeed etc.


Twitter


Twitter search: Alpro


6. Virtual worlds & Gaming


Web 2.0


Multi Social Network Syndrome


Best Practise: Obamarketing


Online needs offline


Marketing to Seniors

• Target

groups don’t

excist …

• Users do!


Facts and figures: 50+ is not just 50+


The heat is on


Are Seniors Disregarded Online?


Facts and figures: The Netherlands

• 74% of 50+ is online

• Of these people, 22% (869,000) is a member

of at least 1 social network

1. Hyves

2. MySpace

3. Facebook


Facts and figures: Other

• 93% of 50+ online in UK knows Facebook,

90% knows MySpace, 40% (!) is member of a

social network

• 30% of Belgian 50+ online (374.000) is a

member of at least 1 social network.

1. Facebook 47% (known) 14% (member)

2. Netlog 22%


Behavior (US)


Behavior (Europe)

• 40% of babyboomers

reads content in social

media

• 10% posts in fora,

reviews or ratings

• 10% uploads its own

content (blogging,

YouTube)


Behavior compared to young adults


Behavior. So …

• Users 50+ are online news junkies. 42% of those 50+ check the Internet for news daily or several times a day, compared to 18% of users under 20.

• They love their online communities. Those 50+ report extensive involvement in their communities: 58% log in to their online community daily or several times a day, compared to 47% of those under 20 years of age.

• A significant number have increased their social activism. Participation in online communities has increased social activism for 30% of members 50 and older, compared to 29% who are under the age of 20. (Presidential candidates take note!)

• They’re maintaining social relationships online. Among users under 50 years of age, 46% said the internet is important or very important in maintaining their social relationships – identical to those over 70. Over 70!


Online Marketing to Seniors

• Focus on lifestyle, not on age!

• Topics

• Travel

• Health

• Finance

• Law

• Government

• Interact. Do:

• Polls

• Surveys

• Sampling

• “Win!”

• Coupons


Case: Plusonline.nl


Case: Plusonline.nl

• Leading Seniors magazine (250,000 subs)

• 1.8 million pageviews per month

• Weekly newsletter

• 110,000 addresses (70% non magazine subs)

• 55,000 near complete profiles

• Open rate 40%


Usability: keep this in mind

• Visuals. Visuals. Visuals.

• Navigation made easy

• Distinguish between visited and unvisited links

• Use static user interface widgets and designs that

do not require pixel perfect pointing

• Larger font sizes

Source: Jakob Nielsen, useit.com


Usability case: Seniorweb.nl


Case: Feierabend.de


Case: Platinnetz.de


Forum


Let’s look forward, shall we?


Future of Advertising


Future of Web (3.0)

• 1.0 -> 2.0:

• Social internet

• 2.0 -> 3.0:

• Smarter internet’


The Future Internet world: BRIC


The Future Internet world: BRIC


Future of Social Media


The Future by Jeremiah Owyang(Forrester, May 2009)

Today’s social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising.

IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate.

Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products.


Future of CommunitiesDefriending


Future of Mobile Internet


Let’s not forget … today or tomorrow …

It’s not just technology … It’s about people and their needs.


Any questions?

???


Thank you!


Broekman Marketing Advies

Graaf Florislaan 9 Lode Broekman 1399 VL Muiderberg

M +31 (0)6 811 32 975

[email protected]

Graaf Florislaan 9 Lode Broekman 1399 VL Muiderberg

M +31 (0)6 811 32 975

[email protected]

Broekman Marketing Advies

Online Marketing to Seniors via Social Media - Alpro Marketing Forum

Business

social netwerk

social activism

social communities facebook

social relationships

online communities

multi social network

online needs

marketing online youth