MARKETING TO THE 50+ BUYER: Social Media and So Much More

WHY(or why not)

they useSocial Networking

MARKETING TO THE 50+ BUYER: Social Media and So Much More

HOWthey engage on

Social Media

MARKETING TO THE 50+ BUYER: Social Media and So Much More

How

YOUcan apply this

knowledge to your marketing

MARKETING TO THE 50+ BUYER: Social Media and So Much More

But First, Some General Stats

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Internet vs Total Population

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Emails Sent Per Generation

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Popular Website Categories - ALL

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Social networking site use by online adults 2005-2011The percentage of all adult internet users who use social networking sites since 2005

MARKETING TO THE 50+ BUYER: Social Media and So Much More

The Social Landscape

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Level of Social Networking (By Ages)

MARKETING TO THE 50+ BUYER: Social Media and So Much More

21% 22%24%

9%

27%

19% 19%

10%

17%

25%

17% 17%

24% 24%

12%

35%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Convenience/ease of contact

Connecting withfamily/ friends

Catch up with oldfriends

Nothing

40‐54 Pct 55‐64 Pct 65‐74 Pct 75+ Pct

Like Most About Social Networking (By Age)

MARKETING TO THE 50+ BUYER: Social Media and So Much More

MARKETING TO THE 50+ BUYER: Social Media and So Much More

#1 REASON:

CONNECTIONS

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Men more likely than women to be motivated by work/career

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Invitations from Friends or Family Members

MARKETING TO THE 50+ BUYER: Social Media and So Much More

What Would Motivate Trial (By Age)

MARKETING TO THE 50+ BUYER: Social Media and So Much More

You Really Like Us… or Do You?

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Engage with Brands on Social Networks

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Benefits of “Friending” Brands

21.05%

20.18%

19.30%

18.00%

18.50%

19.00%

19.50%

20.00%

20.50%

21.00%

21.50%

Discounts, Coupons,Offers

Convenient InfoChannel

In the Know

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Too much time

They’re already feeling overloaded

They’d prefer to communicate with you via other channels – phone, email, corporate website – in other words “don’t call me, I’ll call you”

They’re there to socialize and you’re intruding on personal space

Top Reasons for Not Engaging with Your Brand

MARKETING TO THE 50+ BUYER: Social Media and So Much More

MARKETING TO THE 50+ BUYER: Social Media and So Much More

NO PRIVACY – Exposure

PRIVACY/INTRUSION – People who are concerned about how intrusive social networks and/or people on them are, invading their personal lives

PRIVACY/SAFETY – Those who are concerned about how their information is used or abused

Three Types of Privacy Concerns

MARKETING TO THE 50+ BUYER: Social Media and So Much More

How They are Using Social Networking

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Commonly Used Sharing Tools (All Ages)

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Use Email as Social Sharing Tool

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Older the respondent, more likely to view email as a social tool

Singles say email is a sharing tool 3x more than couples

Retired cite it nearly 7x more than working and nearly 8x more than unemployed

Use Email as Social Sharing Tool

MARKETING TO THE 50+ BUYER: Social Media and So Much More

5. Provide clear and simple privacy policies.

4. Make it personal and show your appreciation

3. Incorporate tools that make it easy to share their experiences

2. Use social media to converse with your followers, not talk at them.

1. Expand Your Horizons -Social Media is more than Facebook and Twitter

Top 5 Ways to KickYour Social MediaInto High Gear

MARKETING TO THE 50+ BUYER: Social Media and So Much More

Download your copy TODAY: www.creatingresults.com/SilverSocialSurfers

MARKETING TO THE 50+ BUYER: Social Media and So Much More

QUESTIONS?

CREATING RESULTS

Beth Randbeth@creatingresults.com

www.CreatingResults.comBLOG: www.MatureMarketingMatters.com

www.twitter.com/CreatingResults

Experts in marketing to mature consumers

2010 RESEARCH