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Digital Platforms

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Digital Platforms

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Presentation Transcript

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    2. Contents Objectives of Digital Platforms Performance Year-To-Date Social Media Mobile & Tablets New Homepage Concept Q4 2011 and Beyond

    3. Objectives of Digital Platforms

    4. Meeting AARP’s Business Objectives

    5. Value of Various Online Actions New AARP members from online $85 value to the association Driver safety orders from the web $7 value to the association Registered user to AARP.org $5.02 value to the association Renewing members from online $1 value to the association Page view on AARP.org $0.033 value to the association This is an average for all pages. More valuable pages, like Finance or Health, may have a higher value. The site gets millions of page views so while the per page view amount is low, collectively this can be very valuable One billion page views equals $33MM in value to AARP

    6. Performance Year-To-Date

    7. AARP.org is exceeding all dashboard goals YTD and expected to continue this pace thru 2011.

    8. AARP.org is exceeding all dashboard goals YTD and expected to continue this pace thru 2011

    9. Site Registrations fell short of goal thru May 2011 but now on track to achieve 940K new registrations – 10% above goal

    10. Health Tools is the leading content area – generating over 25MM page views to the site year-to-date

    11. Best and Worst Webletter Performers YTD Top 10 Webletter Performers Bottom 10 Webletter Performers

    12. Newsletters

    13. Sweepstakes

    14. Social Media

    15. Social Media Focus is on growing our reach on 3 platforms: Facebook, Twitter and YouTube Current reach: Facebook 57K, Twitter 18.5K Exploring sponsored social media placements, including Facebook tabs and status updates, sponsored tweets and promoted YouTube videos Working with OGC & Media Sales to develop guidelines for sponsored posts (required language, frequency and pricing) Compiling best practices from other organizations using sponsored posts

    16. Mobile & tablets

    17. Mobile Version of AARP.org

    18. Mobile Opportunity

    19. Enhancing Apps on Phones & Tablets New iPad App – beta version by late 2011 / early 2012 The goal of the new AARP App is to create a digital destination promoting “My AARP Life” Spanish version of AARP App (iOS and Android) in October 2011 Enhance Publication Apps and increase distribution platforms Releasing RFP to potential vendors in 2011 Begin implementation in Q1 2012 Marketing campaign to drive app downloads New creative opportunities: http://www.youtube.com/watch?v=qvRi9oEvWmo

    20. New Homepage Concept

    21. New Homepage Objectives Better support for AARP business objectives Create more reasons to visit AARP.org regularly Increase exposure for AARP original content and franchises Increase ad opportunities Increase promotion for member only deals Increase membership conversions

    22. Q4 2011 and beyond

    24. New Search

    25. Targeting Based On Behavior

    26. Online Implementation of Segment of 1 A personalized page for each member where they can see their version of the integrated value proposition based on what segment they are in, the offers within portfolios and their onsite behavior Drive every member and prospect to a unique URL to view their personalized version of the integrated value proposition Upon registration the member will be able to further customize and personalize their portal page Could be a significant opportunity assuming as expected Membership markets the offering to members and prospects

    27. Entertainment Channel Marlo Thomas “Laugh A Day” feature in Daily Diversions – October Sweepstake to win a guitar signed by Carole King and James Taylor - October Travel Channel Frommer’s Destinations content (4,000 destinations worldwide) will include contextual travel deals – November Cruise section (details on all cruise lines and ships) - November Politics & Society By early November, kick off of “AARP Hall of Fame.” First up are Edwin E. Witte, head of the congressional committee that wrote the 1935 Social Security Act and Robert Butler -- physician, gerontologist, Pulitzer Prize-winning author, founding director of the federal government’s National Institute on Aging and coiner of the term “ageism.” Health Channel Health Care Reform Information tool – October Medicare Open Enrollment package launches - October Home & Garden Channel Driver Safety Program (DSP) repackaging – October Launch .org version of DSP widget - November

    28. Relationships Channel It’s a Dilemmas” etiquette videos (Lisa Kaplan Gordon) - November More from Dr. Pepper Schwartz Michael Castleman – Male sexuality Jeffrey Anrett – Dealing with Adult Children Mary Becker – YourPet Revamping Caregivers Resource Center  Money Channel 2nd Savings Challenge (4 weeks) running 10/3 – 30, 2011 Retirement Sweepstakes – November Debt Challenge 1: January 2012 Debt Challenge 2: Q2 or Q3 2012 Savings Challenge 1: April 2012 Savings Challenge 2: Q4 2012 (likely October) Work & Retirement Channel Social Security Benefits Calculator in Spanish - October Kerry Hannon column: 1 article monthly on great jobs for retirees - 2012 Get Back to Work Challenge - 2012

    29. Microsoft Health Vault – AARP Health Record Enhanced Travel channel in partnership with Frommer’s Match.com - Dating Verysis – “Credit Report” for health care providers Visual MD – Visual experience to learn and interact with health content Expand Healthline Content – Body Maps, Cost of Procedures eBooks in partnership with Wiley

    30. AOL Autos AOL Celebrity News* AOL Daily Finance* AOL Health* AOL Jobs AOL Latino* AOL Real Estate* AOL Travel Budget Travel* Healthline Huff/Post 50* Marlo Thomas MSNBC* National Journal Parade PBS Prevention Scientific American* ThirdAge Thomson Reuters Yahoo*

    31. AARP Tablet - very early stages Dating – in addition to a possible deal with Match.com, can we exploit this area more effectively? AARP Groupon – early stages Digital Editions – dependent on technology acquisition and revenue potential

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