consumers in control. building relationships in a digital world
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Mary Beth Fritz, Greystone CommunitiesJanel Wait, GlynnDevins, Advertising Services
Randy Eilts, GlynnDevins, Advertising Services
2009 AAHSAAnnual Conference
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Consumers in Control.Building Relationships in a Digital World.
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Today we’ll cover:
‣ The digital fundamentals
‣ Digital media opportunities
‣ Social networking
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‣ Digital is changing how senior living communities communicate with prospects and provides powerfulopportunities for building relationships.
‣ Users gather information and engage via the web before they call, email, fill out a form or visit your community
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Latest PEW Data:
‣ Are Seniors Online?
‣ 78% of those 50-55‣ 71% of those 55-59‣ 62% of those 60-64‣ 56% of those 65-69‣ 45% of those 70-74 (up 25% since 2005)
‣ 27% of those 75+
Source: Pew Internet and American Life Project, Generations Online, 2009
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Video Component.Please View in Corresponding QuickTime File.
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The Digital Fundamentals
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Digital Fundamentals
1. First Impressions.
‣ Your web site is often the first impression a prospect or adult child will have of your community. Bring your community to life so prospects are intrigued enough to want to come and visit your community.
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Digital Fundamentals
2. Web sites are living, breathing organisms.
‣ It is incredibly important to feed your site with new content, promotions and any other content, photos or graphics that might be appealing to your web site visitors. The days of building a web site and leaving it on the shelf are over.
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How Do People Find You Now?
90%
10%
Other Internet
2005 Sample Community Lead Sources
‣ Advertising-Placement‣ Networking/Events‣ Direct Mail‣ Referrals‣ Signage/Drive-by/Other‣ Internet
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How Do People Find You Now?
77%23%
Other Internet
2009 Sample Community Lead Sources
3. Make sure your site converts.
‣ Our communities experience approximately 23% of initial inquiries via the web.
‣ Incorporate promotional call-outs, forms for prospects to provide information, easy-to-find phone numbers and more.
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Digital Fundamentals
4. Optimize your site for search engines.
‣ Incorporate appropriate keywords, include title tags and more. Smart, natural optimization will put you on top of search engines’ lists.
‣ Help people who don’t know you find you easily!
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Digital Fundamentals
5. Readability. Usability. Functionality.
‣ This goes without saying for the industry we are in, but be sure to optimize your web site for the 65+ prospect. Increase the text size, choose colors that work well together, include simple navigation.
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Digital Fundamentals
6. Interactivity is key.
‣ Include interesting, sticky interactive components to your web site to encourage users to spend more time on your site.
‣ Include calls to action to these interactive components in your offline materials. Don’t just list your URL.
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Digital Fundamentals
7. Start a conversation.
‣ Be sure to capture email addresses in simple forms on your web site.
‣ Seniors use email, and mining a substantial email database will allow you to cost-efficiently sell, build relationships and provide information about your community via email in the future.
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Digital Fundamentals
8. Social Media.
‣ Start incorporating social networking principles into your web site. Start by adding a blog to your site, giving users a way to interact with you and/or your unique residents. Maybe even post a video on YouTube.
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Digital Fundamentals
9. Speaking of video.
‣ Don’t miss the chance to add video to your site.
‣ User-generated content is really changing the way video is perceived on the web.
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Digital Fundamentals
10. Testimonials are powerful.
‣ Promote video or text testimonials with residents, adult children, caregivers, the executive director and anyone else who helps make your community shine!
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Digital Fundamentals
11. Analytics.
‣ The beauty of the web is that everything is measurable and can be easily updated for better results!
NEED GD INDEX
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Sample Index
GlynnDevins Digital Index
NEED GD INDEX
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Digital Fundamentals
10. Analytics.
‣ Set Goals
‣ Track Them
‣ Optimize Site
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Digital Media Opportunities
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Digital Media Opportunities
1. Develop your email list
2. Send e-newsletters
3. Develop an editorial calendar
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Digital Media Opportunities
1. Behavioral Targeting
A. User visits the health section of a news web site
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Digital Media Opportunities
B. User searches: Senior CareCommunities
C. User seeks out Senior-related Health Information
on multiple research sites
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Digital Media Opportunities
D. After seeing this user across multiple different data points, behavioral targeting ad networks can serve up an ad specific to the user based on their preferences.
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Social Networking
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Video Component.Please View in Corresponding QuickTime File.
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Social Networking Arena
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Social Media
Virtualization powered by Spiral16 Software
1. Why Social Media?
‣ Increase awareness about a community/sponsor
‣ Tell a community’s
story through the voice of leadership, staff, residents and others
‣ Educate the public about benefits and experienceof living in a senior living community
‣ Facilitate a forum where people unfamiliar with senior living can learn from others
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Social Media
Top techniques to be successful
‣ Keep content fresh and timely
‣ Remember content should be transparent; don’t come across with “marketing speak”
‣ Share thoughts, and ideas; promote
‣ Encourage conversation; be flexible
‣ Tell stories; use pictures and video
Virtualization powered by Spiral16 Software
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Video Component.Please View in Corresponding QuickTime File.
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User-Generated Content
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Public Relations Opportunities
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Online Communities
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Social Media Outlets
1. Flickr
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Social Media Outlets
1. Flickr
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Social Media Outlets
1. Flickr
2. Twitter
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Social Media Outlets
1. Flickr
2. Twitter
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Social Media Outlets
1. Flickr
2. Twitter
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Social Media Outlets
1. Flickr
2. Twitter
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Social Media Outlets
1. Flickr
2. Twitter
3. Linked In
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Social Media Outlets
1. Flickr
2. Twitter
3. Linked In
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Social Media Outlets
1. Flickr
2. Twitter
3. Linked In
4. YouTube
Video Component.Please View in Corresponding QuickTime File.
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Social Media Outlets
1. Flickr
2. Twitter
3. Linked In
4. YouTube
Video Component.Please View in Corresponding QuickTime File.
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Social Media Outlets
1. Flickr
2. Twitter
3. Linked In
4. YouTube
Video Component.Please View in Corresponding QuickTime File.
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Great. So now what?
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Thank You.
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Mary Beth Fritz, Greystone CommunitiesJanel Wait, GlynnDevins, Advertising ServicesJanel Wait, GlynnDevins, Advertising Services
2009 AAHSAAnnual Conference
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