online marketing to seniors via social media - alpro marketing forum
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Presentation on Senior citizens, their Social Media behavior and marketing opportunities - Alpro Marketing Forum 2009/05/20TRANSCRIPT
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Social Media & 50+
Web 2.0.It’s all about facilitating conversations.Are you?
Lode | Broekman Marketing AdviesALPRO Marketing ForumDe Panne, 20th May 2009
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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
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Introducing: Lode Broekman
Amsterdam (1965) Muiderberg (1996)
Daan (2004) Asia (1993) Marketing (1987)
Internetjunk Broekman Marketing Advies (2007)
Interactive Marketing Social Networking Propaganda & Marketingfacts
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Daily Internet
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Daily Internet
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Yesterday’s news?
The Web enables fulfilment of the existing need to communicate without having to bother about time, place and distance.
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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
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Marketing 2.0
“Broadcaster” “Facilitator”
Role of brands changes
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OMD
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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
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
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Web 2.0: Social Media
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1. Publish
• Weblogs
• Wiki’s
• Podcasts
• Vodcasts
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Weblogs: share whatever you want to share
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Wikipedia: Alpro
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Podcasts, Vodcasts, Streaming
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2. Share
• Pictures
• Movies
• Music
• Knowledge
• Slideshare
• Social Bookmarking
• Tasks/Projects
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Flickr: 3,000,000,000+ pics
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Youtube: 2nd largest search engine worldwide based on search queries
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Slideshare
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Social Bookmarking: del.icio.us
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3. Discuss
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Let them work for you
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4. Social Networking
Groups of individual users
of online services who
voluntarily share information with like minded people on common passions, interests or circumstances.
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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
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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
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Facebook usage per age
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ThirdAge.com
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Alpro on Netlog
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Alpro on Facebook
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5. Microblogging
• Presence
• Twitter (Jaiku)
• TripIt / Google Latitude
• Updates: Facebook, Plaxo, MySpace, LinkedIn,
Friendfeed etc.
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Twitter search: Alpro
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6. Virtual worlds & Gaming
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Web 2.0
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Multi Social Network Syndrome
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Best Practise: Obamarketing
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Online needs offline
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Marketing to Seniors
• Target
groups don’t
excist …
• Users do!
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Facts and figures: 50+ is not just 50+
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The heat is on
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Are Seniors Disregarded Online?
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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
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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%
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Behavior (US)
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Behavior (Europe)
• 40% of babyboomers
reads content in social
media
• 10% posts in fora,
reviews or ratings
• 10% uploads its own
content (blogging,
YouTube)
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Behavior compared to young adults
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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!
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Online Marketing to Seniors
• Focus on lifestyle, not on age!
• Topics
• Travel
• Health
• Finance
• Law
• Government
• Interact. Do:
• Polls
• Surveys
• Sampling
• “Win!”
• Coupons
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Case: Plusonline.nl
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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%
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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
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Usability case: Seniorweb.nl
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Case: Feierabend.de
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Case: Platinnetz.de
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Forum
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Let’s look forward, shall we?
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Future of Advertising
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Future of Web (3.0)
• 1.0 -> 2.0:
• Social internet
• 2.0 -> 3.0:
• Smarter internet’
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The Future Internet world: BRIC
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The Future Internet world: BRIC
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Future of Social Media
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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.
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Future of CommunitiesDefriending
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Future of Mobile Internet
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Let’s not forget … today or tomorrow …
It’s not just technology … It’s about people and their needs.
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Any questions?
???
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Thank you!
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Broekman Marketing Advies
Graaf Florislaan 9 Lode Broekman 1399 VL Muiderberg
M +31 (0)6 811 32 975
Graaf Florislaan 9 Lode Broekman 1399 VL Muiderberg
M +31 (0)6 811 32 975
Broekman Marketing Advies