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The he P Pow ower of r of Soc Socia ial Me l Media dia in Se in Senior C nior Care Pr Prese sente nted b d by y Denise nise Gr Graab, D , Dir irector of tor of Soc Socia ial C l Com ommunity unity Febr brua uary 2 ry

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SLIDE 1

The he P Pow

  • wer of

r of Soc Socia ial Me l Media dia in Se in Senior C nior Care

Pr Prese sente nted b d by y Denise nise Gr Graab, D , Dir irector of tor of Soc Socia ial C l Com
  • mmunity
unity Febr brua uary 2 ry 26, 2 , 2014
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SLIDE 2

Welc lcom

  • me
This is a one-way webcast. Please ask questions using the tool at the right side
  • f your screen.
This presentation deck will be available within a few days after our session.
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SLIDE 3

Caring.com: The #1 Senior Care Resource

Part of t of B Bank nkrate te’s pow s powerful rful ne netw twor
  • rk of
  • f w
website bsites s (1 (14 m million m illion monthly visitor
  • nthly visitors)
s) 3 ¡ #1 f for Se
  • r Senior C
nior Care R Revie views ws Nearly 3 ly 3 m million m illion monthly visitor
  • nthly visitors
s 70,0 ,000 listings listings 74,0 ,000+ c + consum
  • nsumer
r revie views ws 3,0 ,000+ origina + original a l artic ticle les s Doz
  • zens of
ns of online
  • nline suppor
support g t groups
  • ups
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SLIDE 4

Today’s Presenter: Denise Graab

  • Director of Social Community

at Caring.com

  • Joined team in Sept. 2010
– Nearly 20 years of communications experience – Social marketing for last 10
  • Direct Caring’s social strategy

and portfolio

– Manage and curate profiles 4 ¡ DENISE GRAAB
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SLIDE 5

Our Soc Our Socia ial P l Por

  • rtf

tfolio – A

  • lio – Activ

tive & & Gr Growing

  • wing
Note: ¡These ¡numbers ¡change ¡daily. ¡Visit ¡us ¡on ¡these ¡pla9orm ¡for ¡latest ¡data ¡on ¡size ¡of ¡social ¡community. ¡ ¡ FACEBOOK 53K fans; 100s added weekly TWITTER 18.4K followers GOOGLE PLUS 1000 followers; 326K views YOUTUBE 143K views PINTEREST 1340 followers LINKEDIN 1015 followers
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SLIDE 6

Agenda

  • Reaching Boomers and Seniors
via Social Media
  • Social Marketing Basics & Best
Practices
  • Facebook
  • Online Reputation Mgt. &
Consumer Reviews
  • Social Awards & Contests
  • Final Thoughts, plus Q & A
6 ¡
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SLIDE 7

Reaching Boomers & Seniors via Social Media

7 ¡

Topic:

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SLIDE 8 8 ¡

“All senior housing leaders should be on social media, because you need multiple ways to communicate when you are responsible for vulnerable citizens.”

  • Lt. Gen. Russell L. Honore
Speaking at ALFA Leadership Council Forum November 2014
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SLIDE 9

Wha What is Soc t is Socia ial Me l Media dia?

Websites and apps that enable users to create and share content, connect and collaborate, engage in interactive dialogue, and participate in social networking online. Blogs & Podcasts Online Groups/ Discussion Forums Social networks Social Q&A Ratings & Reviews Wikis & Social Bookmarking Virtual Games Photo/Video Sharing Crowdfunding Crowdsourcing
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SLIDE 10 Now online: 77% of American boomers, 59% of seniors – Majority use Internet daily (71%+) 8 in 10 seniors own mobile phone – All ages: 63% use cell phone to go online Social networking continues to rise – 65% of online boomers ; 46% of online seniors – In 2007: <10% for both age groups

Boom

  • omers, Olde

, Older A r Adults A dults Activ tive Online Online

Source: ¡Pew ¡Internet ¡& ¡American ¡Life ¡Project ¡Surveys, ¡Mar ¡2000-­‑Apr ¡2012/Nov-­‑Dec ¡2012; ¡July-­‑Sep ¡2013; ¡ Family ¡Caregivers ¡Online ¡(Jul2012); ¡comScore ¡Mobile ¡Future ¡in ¡Focus, ¡Feb2013; ¡Photo: ¡FreeDigitalPhotos.net ¡ 10 ¡ Given tools, training: Become fervent users
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SLIDE 11 Twitte witter: : 10.1M Boomers 2.5M Seniors Sources: Think Google (2014), comScore Nov. 2013; Caring.com, May 2013; Flowtown, Nov. 2011 748K Boomers 476K Seniors Link Linkedin: din: 18.1M Boomers 6M Seniors 11 ¡ YouT
  • uTube
ube: : 27.7M Boomers 10.9M Seniors Facebook book: : 42.2M Boomers 13.2M Seniors

64% of caregivers

  • n Caring.com use

Facebook

Pinte Pinterest st 7.8M Boomers 2M Seniors

Soc Socia ial N l Netw twor

  • rking – B

ing – Boom

  • omers &

s & Se Senior niors s

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SLIDE 12

Online Online C Caregiv giver C r Com

  • mmunity

unity

12 ¡
  • Emotional: Arrive stressed,
  • verwhelmed, frustrated,
isolated – Quickly realize they’re not alone
  • Popular: Online Support Groups
– Convenient, Always On, Anonymity – Hundreds of online posts daily
  • Motivated to Help Others
Soc Socia ial C l Campa paign: N ign: Nationa tional F l Family C ily Caregiv givers Month 2 s Month 2012
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SLIDE 13

Soc Socia ial Me l Media dia B Bene nefits f its for Olde

  • r Older A

r Adults dults

13 ¡
  • Social Connections
  • Interactions with family, friends
  • Sense of community belonging
  • Social attention or fame
  • Cognitive / Brain Health
– In 2013 study: Older adults on FB were 25% better on memory tasks
  • Research & Learning
  • Entertainment & Fun
  • Financial Savings
– Deals, coupons, giveaways Bill Sleeper, At age 99 was assisted living resident on FB & Twitter
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SLIDE 14

Soc Socia ial Oppor l Opportunity F tunity For Se

  • r Senior C

nior Care Pr Provide viders s

14 ¡
  • Build awareness of
brand and expertise
  • Communicate/build
community with clients and their families
  • Drive traffic to
website
  • Answer service Qs
  • Help convert
prospects
  • Develop industry
relationships
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SLIDE 15

Social Media Marketing Basics & Best Practices

15 ¡

Topic:

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SLIDE 16

It’s not about you.

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SLIDE 17

How are you adding value for others?

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SLIDE 18

Suc Successful Soc ssful Socia ial Me l Media dia Ef Effor

  • rts H

ts Have… …

Relevant, compelling content to spark engagement Critical mass
  • f right
people or target audience Environment where people feel safe and encouraged to interact Measurable
  • bjectives
with platforms and tactics closely aligned Value or benefit from participation
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SLIDE 19

Getting Started

CREATE AND OPTIMIZE ONLINE PROFILES Focus where it matters most
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SLIDE 20

Start Engaging

CONNECT with others WATCH and learn best practices PARTICIPATE and collaborate
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SLIDE 21

Build Y uild Your C

  • ur Com
  • mmunity

unity

Promote Your Social Profiles

Help Target Audience ‘Stay Connected’

CONNECT WITH US ON SOCIAL:

FACEBOOK TWITTER LINKEDIN GOOGLE +
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SLIDE 22

Ma Mana nagement B nt Best Pr st Practic tices s

ROI: Measure, analyze and refine. Monitor and respond to engagement. Establish policies and procedures. Create a plan. Be strategic. Tailor tactics.
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SLIDE 23 Use editorial calendar – craft posts in advance Dedicate at least 3-5 hours/week Use monitoring/reporting tools – track referral sources to website; leads converted from social

A F Few Ma w Mana nagement T nt Tips ips

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SLIDE 24

Facebook

24 ¡

Topic:

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SLIDE 25

Facebook book C Conside

  • nsiderations

tions

Pages vs. Groups
  • vs. Profiles
Public or private Competing for attention in news feed
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SLIDE 26

Facebook book: T : The hemes f s for Sha

  • r Shareable

le P Posts

  • sts
  • Amuse
  • Amaze
  • Advise
  • Give
  • Help
  • Evoke Joy, Hope
  • Inspire
  • Unite
  • Warn
Source: “Contagious Content” ebook by Brian Carter and Marketo

Create posts that…

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SLIDE 27

Facebook book: Psy : Psychology of hology of Sha Sharing ring

Source: New York Times study, 2011 94% Consider link’s helpfulness to
  • thers before
posting 85% 75% 73% 68% Share to generate responses that provide more insight Sharing helps better understand/ process news
  • f interest
Sharing helps to ID people with common interests Share ‘get to know me’ personal advertisements
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SLIDE 28 Pr Practic tical / l / H Helpful lpful Em Emotiona
  • tional /
l / R Rele levant nt Fun Fun

Facebook book F Fan P n Page: R : Recent Exa nt Example ples s

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SLIDE 29

B2B: T : Twitte witter & r & Link LinkedIn dIn

  • Real-Time Conversations
  • Breaking News
  • Topic-Oriented Chats
  • Searchable by Google
29 ¡
  • #1 Professional Network
  • Recruiting
  • Networking in Groups
  • Subject Authority

Twitter LinkedIn

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SLIDE 30

Online Reputation & Consumer Reviews

30 ¡

Topic:

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SLIDE 31 YOUR ONLINE REPUTATION IS:
  • What shows up in the search results
– Your website – What people read on other websites – 1st page results matter most
  • What people say about your org/
brand on social media sites
  • Any reviews of your agency
  • Online media coverage and online
records

Online Online R Reputa putation & tion & “Soc Socia ial Pr l Proof

  • of”
Quality of website and online profiles creates “social proof” to persuade visitors and support marketing objectives Fir irst im st impr pressions m ssions matte tter! r!
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SLIDE 32

New W w Way T y Tha hat Loc t Local Se l Senior C nior Care is F is Found

  • und

61% % of survey respondents searched

  • nline for senior care in the last year
  • 71% searched on general terms (“Assisted
Living” or “Adult Day Care”) rather than specific provider names
  • 67% used a directory or aggregator site at
some point in their search 32 ¡ Combined 93%

% of respondents find

reviews useful, trustworthy
  • Most trusted reviews: Senior Care-specific
sites (e.g., Caring.com, RetirementHomes.com)
  • Least trusted reviews: Facebook, G+, Yelp,
Angie’s List ¡ ¡
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SLIDE 33

Reviews: Insights from Others Like Me

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SLIDE 34

How T

  • w To Ge
  • Gene

nerate te R Revie views ws

  • Promote link to your listing
  • Ask for reviews in newsletters
  • Email happy clients and their families
  • Send tour/interview follow-up email
  • Ask on social media profiles
  • Take advantage of Caring client programs
Then share the reviews you get to generate more reviews!
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SLIDE 35

Online Online R Revie views: Whe ws: Where to F to Foc

  • cus Ef

us Effor

  • rts

ts

35 ¡ To m
  • maxim
ximiz ize R ROI, f OI, foc
  • cus on r
us on revie view site w sites with: s with:
  • Most traffic/eyeballs on any reviews you receive
  • Lead gen available at point of review
  • Provider response feature available
  • Highest volume of consumer reviews
  • Ethical and thorough system for processing reviews
  • Accessible, responsive customer service agents
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SLIDE 36

Responding to C sponding to Critic ritical F l Feedba dback

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SLIDE 37

Don’

  • n’t B

t Be T The hese se Guy Guys Eithe s Either… r…

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SLIDE 38

Best Pr st Practic tices: C s: Critic ritical F l Feedba dback R Response sponse

  • Be professional – take
‘high road’
  • Move complaint /
customer service offline
  • Don’t reveal private info
  • Share positive actions
you’ve taken
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SLIDE 39

Awards, Contests, Sweepstakes

39 ¡

Social Marketing Opportunity:

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SLIDE 40 40 ¡

Social Contests > How They Help

  • Can generate cost-effective
content that is authentic, compelling
  • If done well: proven to
boost engagement
  • Can create significant PR/
marketing results
  • Can be good way to reward
  • r build brand affinity with
target audience
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SLIDE 41

Caring Stars

41 ¡

Social Awards Example:

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SLIDE 42 42 ¡

Caring Stars: America’s Best Assisted Living

  • Consum
  • nsumers’ C
s’ Choic hoice A Award d for Se
  • r Servic
vice Ex Excelle llenc nce – Assisted living and memory care – Based on ratings and reviews from residents, families, experts
  • Now in 4
  • w in 4th
th Y Year – Winne r – Winners s Announc nnounced Ev d Every J ry Janua uary ry – 2012: 120 winners in 24 states – 2013: 383 winners in 40 states – 2014: 405 winners in 38 states – 2015: 805 winners in 43 states
  • Top A
  • p Assiste
ssisted Living d Living Com
  • mmunitie
unities N s Nationwide tionwide More info: https://www.caring.com/bestseniorliving
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SLIDE 43 43 ¡

Caring Stars – Qualification Notes

  • All assisted living and memory
care listings can qualify – doesn’t matter if you advertise
  • Must meet minimum criteria --
new reviews, 5-star reviews, high overall average, resolved negative reviews
  • All finalists’ reviews re-analyzed
against Review Guidelines
  • Some research of other online
reputation for finalists
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SLIDE 44 44 ¡

Caring Stars: Marketing Activities

  • National, local, trade PR
  • Award badge
  • Lobby Certificates
  • Social media promotions
  • Caring.com content
  • Call center mentions
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SLIDE 45 45 ¡

Caring Star 2014: Leadership Articles

Read their stories at: Caring.com/BestSeniorLiving Featured in Caring Suggests and Social Media Interviews about what makes their community stand out
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SLIDE 46 46 ¡

Caring Star: The Willows at Meadow Branch

Award C d Ceremony &
  • ny & Pr
Press C ss Conf
  • nferenc
nce Winc Winche heste ster, V , VA -- A
  • - April 1
pril 16, 2 , 2014 1 of 10 winners in Virginia in 2014 1 of 23 winners in Virginia in 2015
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SLIDE 47 47 ¡

The Willows at Meadow Branch (cont.)

Uses award to…
  • Differentiate locally
  • Celebrate staff and community
  • Gently remind payers about quality services
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SLIDE 48

Caring Champions

48 ¡

Social Contest Example:

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SLIDE 49

Caring C ring Cha hampions: Pr pions: Pro C

  • Caregiv

giver A r Awards ds

Honors professional caregivers of
  • lder adults in U.S.
  • In-home care, senior living, memory
care, adult day care, hospice Features heartwarming stories of extraordinary senior care
  • Nominate > Vote > Celebrate
  • June > July > August
Social voting; plus expert judges 10 winners of cash bonus
  • $500 grand prize; $100 for others
2014: :
  • 38 nomination stories
  • Nearly 4400 social votes
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SLIDE 50 Barbra “BJ” Corn Silver Angels, Monterey, Tennessee "I cannot stand the thoughts of someone being lonely, hungry, or without a
  • smile. I always try to leave [clients' homes] in good spirits, because we never
know when that will be the last spirit they will experience.” ŸMost compelling senior care stories ŸUniquely engage older adults ŸGreat feedback from clients/peers ŸCaregiving is more than job ŸOvercome challenges, make sacrifices ŸContinue training & share learning

Caring C ring Cha hampions 2 pions 2014: Winne : Winner Sa r Sampling pling

Grand Prize Winner Eva Ayala Silverado Senior Living, Morton Grove, Illinois Cancer survivor and CNA who gave up lucrative real estate career; thanks families for the opportunity to serve their loved ones. Sonja Grennon Robbinswood Assisted Living, Grand Raven, Michigan Wakes memory care residents daily by rubbing their legs and feet; nominated by family member of resident
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SLIDE 51

Som Some of

  • f the

the C Caring C ring Cha hampions B pions Buzz uzz

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SLIDE 52

Im Impa pact of t of C Caring C ring Cha hampions C pions Conte

  • ntest

st

Promotes Positive Senior Care Stories
  • Social voting is built-in viral tool for the stories
  • Creates ‘feel good’ impressions of professional caregivers
Free marketing/PR for participating senior care providers
  • Stories shared in Caring.com’s numerous channels with massive reach
  • Generates local and trade press coverage
Supports senior care staff appreciation and retention
  • Professional caregivers receive accolades and some win cash
Supports Internet referrals
  • Winner badges on listings signal quality; helps build consumer/FA confidence
More info: Caring ring.c .com
  • m/Cha
hampionC pionCaregiv givers
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SLIDE 53

Final Thoughts

53 ¡

Topic:

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SLIDE 54

Key T y Takeaways s

  • Your target audiences are using and benefitting from social
media – and so should you!
  • There are many ways to leverage social media – focus where it
makes most sense for your business.
  • Take advantage of most effective social media programs and
campaigns already delivering results in senior care.
  • Social media evolves – include ongoing learning in your plan.
54 ¡
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SLIDE 55

MAKE FRIENDS AND ADD VALUE – give and you will receive!

55 ¡
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SLIDE 56

Q&A

56 ¡
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SLIDE 57

Caring.com’s Next Webinar

Encore: Understanding the Internet Shopper & How Consumers are Searching for Senior Care Today Thursday, March 19, 2015

11:00 AM Pacific / 2:00 PM Eastern 57 ¡
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SLIDE 58

Thank You!

Please send your feedback to

Denise Graab, Director of Social Community 58 ¡ community@caring.com (650) 762-8190 /caringcom @Caring @SrCareReviews A link to this presentation will be available to attendees soon. Look for an email from Caring.com.