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Using Social Media to Support Caregivers and Cultivate Caregiving Coalitions

Using Social Media to Support Caregivers and Cultivate Caregiving Coalitions. National Conference for Caregiving Coalitions July 10, 2012 Presented by Denise Graab Caring.com Director of Social Community. Caring.com: How We Got Started.

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Using Social Media to Support Caregivers and Cultivate Caregiving Coalitions

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  1. Using Social Media to Support Caregivers and Cultivate Caregiving Coalitions National Conference for Caregiving Coalitions July 10,2012 Presented by Denise Graab Caring.com Director of Social Community

  2. Caring.com: How We Got Started “When caring for my mom during her losing battle with lung cancer in 2006, I had to make many important life decisions, but I didn’t have much time, I didn’t know where to go for help beyond friends and family, and I wasn’t confident that the decisions I made were the right ones.” Andy Cohen Caring.com Co-founder and CEO National Alliance for Caregiving Board Member

  3. Now Leading Online Destination for Caregivers • Eldercare Category Leader: Largest boomer caregiver audience on Web • 2 million monthly visitors • Senior Living Directory: 100,000 listings; #1 source of senior care reviews • Assisted living, home care, hospice, GCMs, Area Agencies • 22,000 consumer ratings • Content: 3,000 articles; free weekly e-newsletters to 135,000+ subscribers • Q&A: 50 Experts; 21,000+ answers • Active, Engaged Community “This is a heartfelt Thank You … here I have finally found the most thoroughly organized and complete information … I get the feeling that your site really IS a mission to you.” -Thomas

  4. What is social media and how are caregivers using it?

  5. What is Social Media? Social networks Participatory information sharing, interactive dialogue, user-generated content, online relationships, crowd collaboration via Web and mobile technologies Blogs & Podcasts Social Q&A Online Groups/Forums Virtual Worlds & Games Wikis & Social Bookmarking Ratings & Reviews

  6. Millions Globally Embracing Social Media There are now more people on social networks than there were Internet users in December 2006. Sources: “The State of Social Media and Social Media Marketing in 2012,” by Estaban Contreras; “Internet Trends” by Mary Meeker; both presentations via SlideShare

  7. Boomers, Older Adults Increasingly Active • 77% of American boomers, 53% of seniors now online • Majority use Internet daily (70%+) • 7 in 10 seniors own mobile phone • Up from 57% two years ago • Social networking continues to rise • 50% of boomers (31% daily) • 34% of seniors (18% daily) • In 2007: <10% for both age groups Given tools, training: Become fervent users Source: Pew Internet & American Life Project Surveys, March 2000-April 2012. Photo: FreeDigitalPhotos.net

  8. Twitter 9M Boomers 1.6M Seniors YouTube 28.2M Boomers 4.8M Seniors Facebook: 40M Boomers 8.2M Seniors Pinterest 5.2M Boomers 835K Seniors LinkedIn 13.5M Boomers 2.8M Seniors 63% of caregivers on Caring.com use Facebook 750K Boomers 220K Seniors 748K Boomers 476K Seniors Sources: comScore May 2012; Caring.com, Oct.2011; Flowtown, Nov. 2011

  9. Caregivers Getting Support Online Caring.com October 2011 Survey Question: Apart from family and friends, where do you turn for support as a caregiver? (Choose all that apply; totals to more than 100%)

  10. Caregivers Engage In Many Ways On Caring.com • Help each other in support groups, Q&A • Post reviews • Comment on articles; share socially • Give virtual hugs and prayers • Get expert insights Here, they are less alone

  11. They Also Engage With Us in Social Media Sep2010=2,308 fans | Jun2012=17,110 Sep2010=1,551 followers Jun2012=5,825 followers

  12. How can your coalition use social media to raise awareness, communicate, advocate and build relationships? How to stay active and effective in social media with minimal resources?

  13. Framework for Effective Social Management • Set goals and measurable objectives • Observe, listen, learn. Identify and emulate best practices for each platform and your community • Create a plan; be strategic • Establish social policies and procedures • Implement, monitor and respond to engagement • Measure, analyze and refine

  14. Getting Started: The Basics • Focus on 1-3 sites that you can commit to managing regularly. • Dedicate 2-5+ hours per week to social marketing. • Upload quality logo/image for profile avatar. • Include contact information and website URL. • Use target keywords in profile descriptions.

  15. Build Awareness and Social Signal • Promote social profiles in email, on website, in newsletters. • Includes links to websites, social profiles in online bios • Add social sharing to your content; optimize share output. • Twitter: <140 characters • Others: Photo, title, snippet

  16. Add Value, Build Engagement • Share compelling content • Interesting images, text • Caregiver-focused benefit statements • Avoid being too self-promotional • Align with platform usage • Be responsive

  17. Facebook: Optimize for EdgeRank • Photos • Polls (Q&A) • Status Update • Video & Flash Files • Links Source: Track Social via Social Media Today, 6/13/12

  18. What’s Popular or ‘Top of Mind’ Today? • See also: Google News, BuzzFeed, Reddit

  19. Themes that Commonly Build Buzz, Go Viral • Makes us laugh, smile, cry • Tells a story • Takes us on a journey • Reminds life is short; live well • We matter; we’re one of a kind • Dreams come true; renewed faith in bigger things • Overlooked/forgotten basics • Unexpected twists; surprises us • Inspires us to action; never give up • Challenges/confirms assumptions • Educates while entertaining • Overcomes odds Source: Tyler Tanaka, PostRelease @ ForumCon 2012

  20. Find and Connect to Others • Klout: Social Influence • Twitter: Hashtags, People Search • LinkedIn: Group Search • Facebook: Add Pages to “Likes”

  21. More Ways to Build Social Relationships • Facebook: Participate as your page. Share others’ content; tag their page. • Twitter: Re-tweet others regularly. Build public lists. Join chats. • LinkedIn: Start, join group discussions. • Ask & Answer, Quora: Promote expertise, help many, create content, get insights. • Blogs, Articles: Post comments (use Facebook Connect login). • Events, Campaigns: Collaborate, coordinate, cross-promote.

  22. Example: Brenda Avadian/The Caregiver’s Voice • Oct. 2010: Covered Steps & Stages launch as blogger • Feb. 2011: Became Ask & Answer Expert • Collaborate to promote Q&A, Caregiver of the Month • Connected Google+ profile to Caring.com expert profile • Sees uptick in engagement with Caring.com promotions

  23. Manage Efficiently, Effectively • Create social calendar, with room for flexibility. • Plan/pre-craft posts over next month/quarter, adjust for breaking news. • Use free tools to automate posts, monitoring. • HootSuite, Buffer, Twilert, Facebook page notifications • Measure and monitor results. Use data to refine. • Google Analytics, Facebook Insights, Social Bro

  24. Social Supports Search Engine Optimization • 90% of online traffic driven by search results • Studies show social boosts search rankings Source: Searchmetrics whitepaper, SEO Ranking Factors for 2012, via Fuzz One blog, 6/8/12 Source: TastyPlacement infographic, Testing Social Signals 4/25/12

  25. Free Social Media Marketing Info & Resources GovLoop: www.govloop.com/page/government-social-media-leader HowTo.gov: www.howto.gov/social-media Beth Kanter (Networked Nonprofit): www.bethkanter.org Nonprofit Tech 2.0: www.nonprofitorgs.wordpress.com KISSmetrics: blog.kissmetrics.com HubSpot: www.inboundmarketing.com/university Dan Zarrella (social media scientist): www.danzarrella.com Social Media Today: www.socialmediatoday.com TechMeme: www.techmeme.com SlideShare: www.slideshare.net I am also available to brainstorm, offer guidance and collaborate: denise@caring.com

  26. Questions? Thank you for your time and interest! Denise Graab, Caring.com Director of Social Community denise@caring.com http://www.caring.com http://www.facebook.com/caringcom http://www.twitter.com/caring http://www.linkedin.com/company/caring.com

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