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Mature Marketing Links of the Week: Sixty and Social

Monday, June 29th, 2015

Happy short work week…I mean Monday.  Before the barbeques and fireworks that will take place this weekend as we celebrate our Independence, we want to first take a look back on the most notable mature marketing stories that had people talking and sharing.  We hope you’ll share (and comment) too.  Have a great week.

MOST CLICKED:  Bob Garfield’s reflections on turning 60 had many people clicking this past week.  In his June blog post Garfield reflected on the early passing of his father and penned a post to share all of the missed milestones, trials and triumphs with his dad.

Living is hard. Living is gorgeous.

This was how Garfield summed it up in his “update” to his dad – focusing mainly on the gorgeous parts of life.  From stories of time spent with grown daughters living hundreds of miles away and the teenage angst of his youngest, to world happenings including great TV shows and the fall of the Berlin Wall, the author’s piece perfectly captured a life lived to the fullest and the sadness of not being able to share it with his father.

Read the full post here.

MOST SHARED:  We work with many of our clients to effectively engage boomers and seniors through social media.  Recently we shared an article outlining tips for how to use social media to promote your organization and yourself.

Here are just a few of the tips within the article:

*  When using Twitter to engage with a person or group, create an initial interaction (comment on one of their tweets or retweet something they shared) and then follow them.

*  LinkedIn is a great way to network with industry professionals.  Through LinkedIn groups you can engage in conversation and network with a number of individuals at once.

*  Facebook groups function a lot like LinkedIn groups.  The platform will then suggest related groups that you can join to expand your reach even further.

While these are tips mainly focused on how to expand your personal network, many of the points hold true when promoting your organization and engaging senior prospects through social media.  Visit our website to discover how you can expand your social reach when you read a case study detailing how we worked with one developer of 55+ communities to reach their active adult prospects through social media.

 And be sure to check out more tips within the full article here.

WORTH REPEATING: Read the first in our new blog series of Marketing Engagement Stories, penned by our very own Beth Spohn.  The post includes insights from Larry Guengerich of Landis Communities on creative marketing engagement opportunities and take aways for senior living.  Read the full post here.

March Madness

Tuesday, April 7th, 2015

Creating Results’ Top 6 Takeaways from LeadingAge MA and RI Conferences

March is not only a great time in college basketball, but it has also been an exciting time for Creating Results when it comes to attending and gaining insights from senior living conferences. We’ve gathered all of the top tips and tricks from the various sessions to give you ways to improve your marketing “game.” From major trends in advertising to navigating social media, we’ve narrowed it down to the top 3-pointers from two recent conferences that will help you and your team.

1st Half: Ziegler/LeadingAge Massachusetts Senior Living Symposium

Chart - US Massachusetts aging demographicsInsight: 8.8% of Massachusetts 65+ seniors are at or below the poverty level (vs. 9.6% of U.S. seniors).

Speaker: Lisa McCracken, Ziegler

Session: The State of Senior Living Capital Markets

Marketing Action: It’s beneficial to know the trends in the both the poverty levels and the other end of the spectrum so that you can speak to the correct consumer. This is why we advise our clients to purchase mailing lists based on their net worth and their income value. Otherwise if you’re selling a luxury product you would be wasting money by sending a message about your community to those that are in this growing group of older adults.

Insight: “33% of time is wasted in Board meetings because we are doing more telling than engaging.”

Speaker: Melissa Radford, LeadingAge

Session: (Re) Engage Your Board

Marketing Action: If you’re finding that you’re wasting time at Board meetings, have an agenda, send it out and get buy-in ahead of time and stick to it.

Insight: Creating Results’ definition of engagement is “the act of turning people on to your brand in a way that improves your business.”

Speaker(s): Todd Harff & Erin Read, Creating Results

Definition of marketing engagement, per Creating Results

Learn more: http://creatingresults.com/leadingagema15

Session: The End of Advertising – The Advent of Engagement

Marketing Action: Make sure you know your audience and who you are engaging with. What is of value to them? Use your insights and learnings to tailor a segmented message to this group. Building a relationship will go much farther than a sales pitch. If you missed this session, click here to download a complimentary whitepaper around one of the ways Todd and Erin recommended to engage your audience, experiential marketing.

 

2nd Half: LeadingAge RI: Be the Voice

Insight: By giving people purpose (jobs, participation, satisfaction) you tend to have greater results in improving their quality of life, even in later stages of memory loss.

Speaker: Sharon Johnson, The Hearthstone Institute

Session: Research-based Strategies for Creating Meaningful Engagement for Persons Living With Dementia

Marketing Action: Is there a local organization or charity nearby? Form a committee within your memory-care to get residents involved. Give them each a task or a job based on their ability. Whether it’s making cookies for a child-care center or setting up a table in the local park, this could not only foster a more vibrant environment within your community, it would be a great PR opportunity!

Insight: “Passion is what creates a champion in the soul of an ordinary person.”

Speaker: Matt Jones, Motivational Speaker, 3-Time Cancer Survivor and marathon runner

Session: Aging Services is a Marathon

Marketing Action: Use the passions of those within your community or organization to highlight the benefits you offer seniors. Client North Hill does a great job of this. We helped put the ideas to “paper” and created a video series of both residents and team members telling their stories about their passions and what gives them purpose.

(If you can’t see the video above, please click here.)

Insight: The 5 critical components of handling social media within your organization are …

Speakers: Erin Read and Yours Truly, Creating Results

Session: The Ins & Outs of Social Media Marketing for Retirement Communities

1.        Pick the right channels – know where your prospective customers and influencers are now, where they’re headed.

2.        Consider what your social audience wants – inside scoop, $$ off, relevance, humor.

3.        Get committed – can’t set it and forget it; ongoing investment of time, money and resources. Your brand is now a publisher, a content provider.

4.        Get action-oriented! Always incorporate calls to action that tie to your business goals.

5.        Measure.

Marketing Action: Want to know what all of this means? Did you miss the show? Go get the FREE handouts which includes a special infographic featuring data from Creating Results’ 2013 Social, Silver Surfers survey.

 

Did YOU attend either the LeadingAge Rhode Island annual conference or the Ziegler / LeadingAge Massachusetts Symposium? Please share your take-aways below!

 

31% of all Seniors are on Facebook, Finds Pew Research Center

Wednesday, January 14th, 2015

The holidays were very good to me this year, and it appears the gifts keep coming. The Pew Research Internet Project has released its annual look at social media site usage. New this new year? More seniors than ever using social networks, specifically Facebook.

Chart - Social network site use by age

When we look at the 50-64 year old age group, we see the biggest gainer among the social networks was Pinterest. 14% of online Baby Boomers were pinning in 2013; 27% of online Boomers were using the platform in 2014.

Specific to seniors 65 years or older … Maeve Duggan and the other authors of this Pew report write:

“For the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors.”

LinkedIn saw a big uptick from this group, reflecting the influx of Boomers into the “senior” category. Pinterest also is gaining in popularity with older adults, as the table below shows.

Table - use of Facebook LinkedIn Pinterest by Boomers and Seniors - 2015

To access Pew’s report: http://pewrsr.ch/17HC1Op

RELATED POSTS:

Mature Marketing Links of the Week – Digital Media, especially Facebook

Monday, January 5th, 2015

Happy New Year! And thank you for making this blog part of your 2015 efforts to successfully market to mature consumers.

We’re starting this first week of the new year the way we start each week, with a quick round-up of the content that garnered the most attention in the past week. What got mature marketing pros clicking, tweeting and sharing? Read on.

1. MOST CLICKED:  Creating Results tweeted that we were reading eMarketer’s “2015 snapshot” of US Digital Media Usage, and soon you were too. It includes stats on mobile use (and how many of those mobile phone owners are using social networks or digital video on the go), tablets, and more. This chart caught our eye, showing that of the 179.7M social networkers of all ages there are 156.5M Facebook users:

eMarketer Digital Media Usage

Source: eMarketer

Why did I find Facebook’s dominance so interesting? Because our Social, Silver Surfers survey confirms that Facebook dominates for older adults, too:

Chart - social networking platforms used by online adults over 40

Download eMarketer’s report: http://bit.ly/1Aw9gin

2. MOST SHARED: “Dear Facebook,” begins this terrific post by Tamara Dull.

“Last week, we reached our 7-year anniversary mark … I’m sorry we didn’t celebrate, but I really didn’t feel like it. Ever since you asked me for my home address a few months ago, my feelings have begun to change. You crossed a line, dude.”

Find out why Tamara is unhappy in her relationship with that most-dominant of social networks, and what she’s hoping to change in the next year: http://bit.ly/1KevjON

3. Also of note: Aging America: The U.S. Cities Going Gray The Fastest — critical info for those marketing to mature consumers: http://onforb.es/1KewkGr

 

Mature Marketing Links of the Week – Senior Care Marketing Tips

Monday, November 24th, 2014

It’s hard to believe we are nearly at the end of November. The Creating Results team has been very much on the go this month, spending time with clients, visiting prospects and participating in various conferences. Looking back on the past few weeks and looking ahead to Thanksgiving Day, I thought this quote was apt:

“If you are really thankful, what do you do? You share.”

- W. Clement Stone

We are really thankful to the many folks who shared their expertise in senior care marketing, as this week’s mature marketing links round-up collects many of those insights.

1. MOST SHARED: A handful of ideas from the first annual Senior Care Marketing Summit held in Chicago last week. This conference drew professionals from both non-profit and for-profit senior living and senior services organizations. And it drew an impressive line-up of speakers, whose insights were retweeted, favorited and passed along. Starting with Amber Naslund:

Tweets with insights from Amber Naslund at Senior Care Marketing Summit

Senior living creates “real-world” communities that older adults, their families and employees want to belong to. No wonder Amber’s statement resonated with this crowd! (You can gain further insights by following her on Twitter – @AmberCadabra – or subscribing to her blog http://www.brasstackthinking.com.)

 

Andy Crestodina proved he has a talent for making complex ideas easily understood, and in an elegant fashion. In explaining the ins and outs of content marketing, Andy noted that “the problem with the Internet is that everyone is one click away” from another site. This means senior care websites have to be the best at solving their customer’s problems. How do you do that?

#1 – Skip the acronyms and the insider, technical language. This advice resonated with several of our Twitter followers:

Tweet - Andy Crestodina at Senior Care Marketing Summit

#2 – Listen to what customers want and need. You’ll find content marketing inspiration in your email inbox, in the questions posed to your sales team. You’ll even find it while doing keyword research, which Andy described as “data-driven empathy.”

(You can follow Andy @Crestodina or find his posts at http://www.orbitmedia.com/blog.)

 

Senior living leaders also shared some great tips during the Summit.

* Jonathan Ruchman, Brookdale Senior Living: “Feedback is a gift and every day is Christmas.”

* Dan Hutson, be.group: Use content marketing to have conversations with people who are not yet sold on housing. His organization does so through a separate website called “My Silver Age” and through materials such as a magazine and PDF guides.

* Lori Alford, Avanti Senior Living: Each week, her marketing team is asked to bring in one of two items — either an example of good marketing from another industry or an example of bad marketing from senior care. Plenty of insights from both samples!

* Kim Kilday, Liberty Healthcare and Rehab: To the “4 Ps of marketing” add Pleasing. We must please our senior customers!

* Lori Woodward, ACTS Retirement Life Communities: The motivation of older adults to embrace senior living remains the same; “we haven’t found a cure for the aging body.”

Sharing is caring! Please forward this post to colleagues who would benefit from the insights. And/or, let us know your thoughts, below.

 

2. MOST CLICKED: Frank Bruni’s op-ed in the New York Times, “Gray Hair and Silver Linings,” struck a chord with many. After musing about losses (people, muscle tone, ambitions) he wrote:

“But there’s something else that you start to notice, something that muffles all of that, a muscle that grows stronger, not weaker. More than before, you’re able to find the good in the bad. You start to master perspective, realizing that with a shift in it — an adjustment of attitude, a reorientation of expectations — what’s bothersome can evaporate and what only seems to be urgent really isn’t.”

Read Bruni’s lovely piece: http://nyti.ms/1uw4sBZ

Happy Thanksgiving to all!

Mature Marketing Links of the Week – Social Media Marketing Failure

Monday, October 6th, 2014

October: changing leaves, carving pumpkins, discovering you’re half-way through the bag of candy you bought for Halloween … Time to drop the peanut butter cup and read on for the top mature marketing links for the first week of this new month.

1. MOST SHARED: The “Ten Commandments for Social Media Failure.” Want to avoid socnet #failures? Take a look at the the ten ways marketers guarantee such problems, as described by Tania Yuki of Shareablee. Yuki’s excellent list ranges from treating social media marketing “as a magical ATM” to not measuring results to focusing on the number of followers/fans over more meaningful numbers such as conversions.

Here’s one sure-fire way to fail that we see all-too-frequently in 50+ marketing. As Yuki writes:

“Delegate social media only to the young — and then don’t support them

After all, if you can eat a pizza, you can make a pizza, so it makes sense to give social media over to the digital natives. Any one of them will do. They grew up on Facebook so they will know how to market your 100-year-old brand without any training, guidelines, or strategy. A no-rules policy inspires creativity and honesty, leading to gems like this.

And if you can’t hand social over to a Millennial, you can just make it someone’s second job and see what happens. How much time could social media require, anyway? It’s not like there’s over a billion people on it or anything.”

We’ve seen clients greatly improve results after investing in social media training for ALL team members, or at a minimum all leadership team members. Education leads to early buy-in, ongoing enthusiasm and more effective storytelling that drives to business goals.

Read the article in iMedia Connection: http://bit.ly/1n9KOz8

2. MOST CLICKED: This interactive chart shows traditional TV viewing is trending down for cohorts, but slightly up for baby boomers and seniors (seen in a gradual up-and-to-the-right slope). http://bit.ly/1vH0skZ

Chart - active users top social platforms facebook instagram twitter

Source: TechCrunch

We included that chart in a post last week on TV viewing and older consumers. A related link also got a high number of click-throughs: it was to a November 2013 post with stats on the use of buzzed-about marketing channels such as Instagram and Snapchat (http://bit.ly/1mLbypj)

This led us to wonder if the age gap on Instagram was narrowing at all. Instagram’s user base has grown to about 200 million. (Compare to Pinterest at 70 million and Facebook at 1.37 billion registered users, per Craig Smith at Digital Marketing Ramblings.)

In March of 2014, eMarketer reported that 69% of Instagram users were between 18 and 44. They project that 200,000 65+ seniors will use the service this year vs. 20+ million 18-34 year olds. And by 2016, that number of senior uses will grow to 800,000 while the number of 18-34 year old users will grow to 24+ million.

So while Instagram shouldn’t be overlooked and the service does continue to grow, it wouldn’t be our first choice for marketing to baby boomers and seniors.

3. Also of note:

* Even though 53% of boomers plan to leave New York City on retirement, by 2035 1 in 5 residents will be over 65, via The Epoch Times: http://bit.ly/1yHdKU7

* 8 simple ways you can use old fashioned Marketing Tactics to build your email marketing list, by Lorraine Ball: http://bit.ly/1sZrzL7

(If we may be so bold to add a #9: check out this case study and call Creating Results.)

* Stats That Prove Content Marketing Increases Lead Generation, Sales, and ROI, via SmartBug Media: http://bit.ly/1EksdFZ

Mature Marketing Links of the Week – Class In Session

Monday, August 25th, 2014

Around the US, many elementary and secondary education kids are going back to school this week. Seemed an appropriate theme for this week’s round-up of links and resources for mature marketing “kids”!

ELDER logo1. MOST CLICKED: Todd Harff and I are thrilled to be teaching a course for Lasell College: Developing a Mature Consumer Strategy. Designed for professionals in elder services, the class will cover the fundamentals of strategic marketing so that emerging leaders can understand and support organizational marketing efforts. 

The course is offered through the new E.L.D.E.R. certificate program at Lasell. E.L.D.E.R. features eldercare and 50+ market experts from retirement communities, day health, adult learning and more teaching alongside Lasell’s excellent faculty. The result is a variety of unique management learning experiences, and Creating Results is proud to be a part of this initiative.

Find out more: http://bit.ly/1ntoElT

2. Several people clicked through to read what LifeHealthPro, an online resource for life and health insurance providers, suggested in its educational post called “5 Ways to Sell to Seniors.” Their tips include:

- Differentiate yourself online - agreed! (Insights for doing so: http://amzn.to/HSH0yD)

- Be patient, not pushy – agreed!

- Be an educator – agreed! (Our thoughts on baby boomers & lifelong learning: http://bit.ly/1soJxla)

I like to participate in classes, so I cheekily suggested a 6th way to sell to seniors: skip those tired, stock photos. (The article had a few, sadly.)

Read the item in LifeHealthPro: http://bit.ly/1p5m312

3. MOST SHARED: It never fails. At the end of a week, the tweets that are most frequently retweeted or favorited (another way of sharing with your followers) are those in which we thank people! We express our gratitude to someone for becoming a follower, or for sharing one of our posts, or for sharing great content … and they will RT or favorite that item.

What lesson can you learn from the behavior of this class?

Never underestimate the power of a “thank you.” Especially with Silent Generation seniors, who were raised in an era where manners mattered. Do your sales and marketing team members thank folks for their time? For their referrals? For attending an event? For considering your brand  (even if they didn’t purchase)?

In The Cluetrain Manifesto, thesis #2 is that “Markets consist of human beings, not demographic sectors.” A “thank you” is a great way to connect with the humans your brand wants to motivate.

thank you blog post

How frequently does your brand say “thank you,” on- and offline?

 

With that, I want to THANK YOU for subscribing to this blog! Happy Monday!

Mature Marketing Links of the Week: Technology & Boomer Migration

Monday, April 28th, 2014

Happy Monday! Here is a recap of the top mature marketing news and reports that had people talking.

MOST SHARED

A study released in early April entitled Older Adults and Technology Use  by the  Pew Research Center that had many people sharing last week.  The study, and associated article,  focuses not just on general boomer and senior technology usage, but how it varies by age bracket within the overall 65 and better population. In general, seniors overall adaption of technology continues to increase, especially among the younger, more affluent boomers.

Key take-aways:Mature Marketing Links of the Week- Senior Technology Usage

*  6 in 10 seniors are online: 59% of seniors are online and 77% have a cell phone, both increasing from similar studies conducted in 2012:

But despite these gains, seniors continue to lag behind younger Americans when it comes to tech adoption. And many seniors remain largely unattached from online and mobile life—41% do not use the internet at all, 53% do not have broadband access at home, and 23% do not use cell phones.

*  Younger, more educated seniors use internet at rates exceeding general population usage:  82% of seniors with an annual income of $75,000 or more go online, while just 39% of seniors earning less than $30,000  go online.

*  Hurdles to technology usage among older seniors includes physical challenges, difficulty in learning new technology and  overall skepticism.

Around two in five seniors indicate that they have a “physical or health condition that makes reading difficult or challenging” or a “disability, handicap, or chronic disease that prevents them from fully participating in many common daily activities”. This group is significantly less likely than seniors who do not face these physical challenges to go online (49% vs. 66%), to have broadband at home (38% vs. 53%), and to own most major digital devices.

*  Once seniors begin utilizing technology (and have a positive attitude about it) they make it a habit to use regularly.

The article goes on to detail social media usage among boomers and beyond, a topic that Creating Results has researched thoroughly within our Social, Silver Surfer research.

Click here for the full article. 

RELATED: Pew Report Shows Gains in Technology Adoption by Older People & Older Adults and Technology: Two Groups of Seniors Emerge

MOST CLICKED

An article within the Star Tribune entitled Where the Boomers Are generated a lot of interest…and clicks.  As they retire , boomers aren’t wooed just by maintenance-free living or one level floorplans and amenities – the location of the community plays a large part in driving the decision. And while for many urban living with all the trappings is the most appealing, many boomers are opting for a more suburban way of life.

But these newly-minted city folk have a country cousin counterpart — people who still want single-family homes and their own patch of green space, who may be sick of shoveling but aren’t ready to give up gardening.

Regardless of the locale, knowing what motivates your prospects is key to differentiating yourself and your community.

Read the full article.

 

Pew Report Shows Gains in Technology Adoption by Older People

Thursday, April 24th, 2014

Yesterday we shared four facts from a new Pew Research Center report on technology adoption by older people, specifically Americans over the age of 65. It was a story of Internet haves and have nots, as younger, more affluent seniors dive into the web while older, lower-income elders remain disconnected.

Overall, though, there has been significant, positive movement when it comes to seniors online. Here are a few nuggets from the new Pew report, and from Creating Results’ own national survey of Social, Silver Surfers.

1. 6 in 10 Seniors are Now OnlineChart - internet users by age group; daily online usage - Pew Internet Project

Per Pew, there has been a large jump in the use of the Internet by all seniors, rising six percentage points in one year. Now 59% of all Americans over 65 go online.

This is especially significant when you consider the physical challenges aging often imposes on seniors, making it hard to use digital devices. And considering the fact that most elders say they would need assistance to begin using this technology.

“Just 18% would feel comfortable learning to use a new technology device such as a smartphone or tablet on their own, while 77% indicate they would need someone to help walk them through the process. And among seniors who go online but do not currently use social networking sites such as Facebook or Twitter, 56% would need assistance if they wanted to use these sites to connect with friends or family members.”

Action Step: Helping elders get connected or comfortable with technology can be a marketing tool.

Consider hosting a Senior Tech Rally program, as  many active adult and senior living communities have. Or offer space in your clubhouse for ongoing classes run by a local organization. Seniors from throughout the area can sample the lifestyle you offer at an event that isn’t sales-y, promoting greater trust, appreciation and lead capture.

Remember that some 50+ers are already super-savvy with tech, and if they live in your community you should tap into their enthusiasm. That’s what Traditions of America at Silver Spring did. The 55+ lifestyle community has neighbors teaching neighbors — classes are “sold out”!

2. Social Online = Social Everywhere

I was struck by Pew’s finding that while only 46% of online seniors (27% of all American seniors) use social networking sites, those who do are more engaged in all social avenues. 81% of older online social networkers say they are socializing with others by phone, in person or … yes … online on a daily/near-daily basis.

Isolation among elders is a big issue, with serious health implications. Other studies have found that Internet use can reduce rates of depression in elders. Yet another reason for caregivers, family members and housing operators to encourage Internet adoption.

Our own research found an increase in online social networking activity from 2010 (when we first surveyed 40+ Americans) to 2013, as this chart illustrates.

Table - social networking activity level by generation; changes since 2010

3. Social Everywhere Isn’t Really Everywhere

Pew didn’t put it this way, but I will: If 27% of Americans over 65 are online AND using social networking sites, that means 73% are not.

And you won’t find them on Twitter. Only 6% of online 65+ers use the platform (which works out to 3% of all US 65+ers).

Action Step: Encourage social networking use and promote your own social platforms to homeowners, residents, prospects and influencers. Just be realistic about your expectations. As our Social, Silver Surfers research revealed, very few people of any age go on Facebook et al seeking to become engaged with brands.

4. Adoption of Mobile Devices by Seniors Up, Yet Still Lagging

While cellphone adoption still trails the general population (77% of seniors own one, vs. 91% of all Americans) there have been gains. Now, Pew reports, more than half of seniors in every subcategory own a cell, including 61% of those 80+.

Note that this is cellphone ownership, not smartphone ownership Pew is talking about. While 55% of American adults own smartphones, only 18% of those over 65 do. Those who are 65-74 years old are more likely to be smartphone users than those over 75.

Seniors are more likely to own e-readers or tablets than smartphones. 18% of them own a Kindle, Nook, or similar e-reader device, compared 24% of all US adults. 18% of seniors own a tablet computer, compared to 34% of all US adults.

Those with higher levels of education or income are also more likely to own cellphones, smartphones or tablets/e-readers.

Action Step: Start thinking about, testing and perhaps re-designing your emails and website for better mobile experience. Because whether older people are using desktops, smartphones or tablets, they’re more connected than ever and their expectations are rising.

PREVIOUS: Older Adults and Technology – Two Groups of Seniors Emerge

RELATED: Where ARE these senior social networkers? This January 2014 post has the answer.

 

What do YOU think? Did you read the Pew report? Will you be taking any actions based on these new insights into technology adoption?

Will Facebook Paper Reach the Doorsteps of Baby Boomers and Seniors?

Tuesday, April 8th, 2014

What is Facebook Paper, and why should those marketing to Baby Boomers and seniors care? Facebook Paper is the social network giant’s newest way of delivering content and putting its stamp on the digital world. But it’s not just about providing you with the newest way to reach your personal social newsfeed. Facebook Paper allows you to connect and read all news that is important to you.

I recently began using Facebook Paper and I found it quite intuitive and super-sleek. I have enjoyed it so much that I vowed to never go back to using “regular” Facebook again. If you’re interested in seeing how it works, they’ve created this 2-minute introductory video on how it works.

In the segment, you see there is a subtle nod to the fact that they would like for this to replace your daily newspaper. Or at least that’s what they are hoping. Facebook created the app (only available to IPhone users) to continue to be not only the leading social network, but to chip away at online news sources. Paper combines the two into a one-stop shop.

You not only get to connect with your friends, old and new, but you can select other topics to view. Choose from such areas as “Headlines” (top news), “Score” (sports), “Flavor” (food topics) and “Cute” (all the kittens and puppies you can handle). Customizable, relevant news plus your social network – an ideal for most people in this fast-paced world we live in today.

But the question remains, will Facebook Paper be something the older generation will download?

Will Baby Boomers adopt Facebook Paper?

Creating Results’ 2013 Social, Silver Surfers study found that, despite the fact that social networking activity by older adults has grown in the past 3 years, there is still reluctance to adopt social amongst the older generations.

Chart -social networking activity level by age group - baby boomers, seniors

Most think it’s a waste of time, or it’s too commercial, or it’s a breach of their privacy. So, now that Facebook has taken a more grown-up approach with Paper, will that change the perception of social networking in seniors? Will they even consider the app given the stigma that Facebook has in their minds? Only time will tell, but our guess is that as with its predecessor, seniors and boomers will likely be late adopters to Paper if at all.

How Facebook Paper affects the way we market to Baby Boomers

Short answer: it shouldn’t.

If your business is already on Facebook and attracting the 50+ audience, then there’s nothing you need to change. The information you put on Facebook will automatically be put onto Facebook Paper. There is no need to make additional posts in one place versus the other.

Currently, Facebook Paper is only available to those with iPhones. It has not trickled to those with iPads or for Android users. And while Mobile and Tablet users among the older generations has increased (some as much as 117% in the last year, as seen with our client North Hill), the dominant way for your prospects viewing you online is still via their desktop (more than 75%). Therefore, the chances that your older audience is using Facebook Paper are quite limited at this stage.

What’s all the hype?

If you hadn’t heard about Facebook Paper before today, you’re actually not alone. Facebook Paper is a very new app (released in February 2014), so it hasn’t had much time to gain users and awareness. Just 4% of mobile users said they have downloaded Facebook Paper already. Another 10% said they know what it is. 11% said they have heard of Facebook Paper but don’t exactly know what it is. And 76% of mobile users said they have never even heard of Facebook Paper.

Therefore, while it’s a very intuitive and sleekly designed application, we at Creating Results do not see boomers and seniors trading in their New York Times subscriptions just yet. (Print is still a very valuable medium to Baby Boomers.) Nor do we even envision them seeing the need to combine their online news sources with their social networks.

Tell us, have you downloaded Facebook Paper yet? Do you think older generations will jump in? Share your comments with us.


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