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How @AARP Reaches, Engages & Activates Generations on Social Media

How @AARP Reaches, Engages & Activates Generations on Social Media. Tweet Qs to @Tammy Using #AARPSocial. Presented by: Tammy Gordon, VP Social, @AARP NeighborWorks Symposium “ Engaging Customers & Community Through Social Technology ” May 8, 2013 Portland, OR. Find Your Audience.

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How @AARP Reaches, Engages & Activates Generations on Social Media

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  1. How @AARP Reaches, Engages & Activates Generations on Social Media Tweet Qs to @Tammy Using #AARPSocial Presented by: Tammy Gordon, VP Social, @AARP NeighborWorks Symposium “Engaging Customers & Community Through Social Technology” May 8, 2013 Portland, OR #AARPSocial

  2. Find Your Audience • Older Americans use social networking sites daily, with the #1 destination being Facebook. • Users over 50 are the fastest growing segment on Twitter. • Of Pinterest users, one of the top 5 things they read is AARP The Magazine. #AARPSocial

  3. Make a Plan • Connect and communicate with AARP members, influencers and their families on social platforms. • Increase awareness and donations to AARP Foundation. • Increase awareness and relevancy of AARP membership to 50-64 audience on social. • Increase advocacy engagements around key issues, such as fighting for retirement security and access to affordable health care. #AARPSocial

  4. Identify Your Voice • Communicating on dozens of goals with multiple people posting to social media can lead to a disjointed conversation on your social networks that turns off fans. • Clearly identify how you want to talk to your audience and ensure that all social strategists and community managers are “talking the talk.” • If it helps, “name your voice.” #AARPSocial

  5. Get Graphic • On AARP Facebook, posts with photos or videos do up to 5x better than just posts with links. • Watching online video is one of the top things people over 60 do on the Internet. 71% of them are watching YouTube • Topics that are resonating: News, Sports, Food & Cooking, Weather, Movie Trailers • By launching direct to YouTube programming, AARP has more than doubled our views, quadrupled our subscribers, and drastically increased watch time. #AARPSocial

  6. Never Forget Mobile • Older Americans are using smartphones and tablets. • Boomers are native users and 1 in 5 Americans over age 65 are likely to purchase a smartphone and tablet in the next year. • Dual screen is increasingly common with over 66% of those mobile owners using more than one device at a time. • Prioritize responsive design over app downloads. #AARPSocial

  7. Establish Clear Guidelines to Enable Real Time Response RED: Do not post under any circumstance YELLOW: Review before posting GREEN: Post without review. #AARPSocial

  8. Chat Em Up • Nerds call this “engagement” • Talk like someone is going to talk back to you. When it talks back, you know you’re doing it right. • Say it out loud and make sure it is conversational. • Know how you respond trolls, customer service issues, and fans. #AARPSocial

  9. Leverage Social Advocates • 64% of 65+ participate in a cause or a movement. • 39% of American adults took part in political activity of some kind on social in 2012. • Yes, the most popular activity was “liking” something, but just behind was urging someone to vote. • Parity between lower and higher income social media users • 6 in 10 social users over age 65 are politically active. #AARPSocial

  10. Use Data to Improve, Inform Strategy • What content is doing best for your audience? • What time of day? After work? Weekends? • What if you add graphics – photos, videos, cartoons? • Any ideas you should bring back to other departments from your fans? • Customer service themes? #AARPSocial

  11. Safety First… • Use passwords with capitalized and lowercase letters – and numbers – and characters. • Where possible, use a social media management system. • Limit the number of people with access. • Don’t use the same platform for your work and your personal accounts. • Have a plan for getting hacked… and for handling trolls. #AARPSocial

  12. But Don’t Be Afraid to Lose a Little Control… #AARPSocial

  13. Celebrate Your Wins • Celebrate with your fans. • Recognize those who helped you. • Unleash internal communications campaign. • Be your own cheerleader. #AARPSocial

  14. Then What? • What’s your 20% project? • How can you fine tune and focus using data? • What innovations are on the horizon for your audience? • How can tech help you do things better, faster, cheaper, more effectively? #AARPSocial

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