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Social Media for the
              Baby Boomer Generation
                                       By
                                Nancy Cavanaugh
                                September 9, 2011


The Boomer’s Guide to Social Media                  ©2011 Nancy Cavanaugh
You will learn…
            • The baby boom generation has demonstrated
              enormous strength—in its size, collective
              experience, and cultural impact.
            • But there’s been an ongoing ―disconnect‖
              between boomers and social media activity.
            • Boomers need to adjust their traditional
              approach to the Internet in order to achieve
              success in social networking.


The Boomer’s Guide to Social Media            ©2011 Nancy Cavanaugh
What is ―baby boomer?‖
            A baby boomer is defined as anyone born
            between 1946 through 1964.

            • Early boomers span the years 1946-1955.
            • Late boomers span the years 1956-1964.
            • Boomers have been called the ―pig-in-
              a-python‖ generation because of their
              enormous numbers—78 million strong.



The Boomer’s Guide to Social Media          ©2011 Nancy Cavanaugh
Why the Baby Boomer Disconnect?




The Boomer’s Guide to Social Media   4   ©2011 Nancy Cavanaugh
Boomers share a
           strong collective experience
             • Shared media exposure as kids
                    – TV
                    – Radio
                    – Advertising/merchandising
             • Development of a ―liberated‖ youth culture
             • Active in Civil Rights and Women’s Liberation
             • Traumatized by Vietnam and Watergate


The Boomer’s Guide to Social Media             ©2011 Nancy Cavanaugh
Boomers have become
              a vital part of the economy
        • 75 percent of Fortune 500 companies are run by
          boomers.
        • 70 percent of the law firms in this country have senior
          partners who are boomers.
        • Famous boomers include Donald Trump, Martha
          Stewart, Oprah Winfrey, George W. Bush, Bill
          Clinton, Clint Eastwood, David Letterman, Jay
          Leno, Bruce Springsteen, Hank Williams, Jr., Bill
          Gates, Steve Jobs, Tom Hanks, Ron
          Howard, Madonna…you get the idea!

The Boomer’s Guide to Social Media   6             ©2011 Nancy Cavanaugh
Big surprise: Boomers are not
         in the forefront of the social
               media revolution
                    Boomer leaders have been slow
                     to adopt social networking to
                            build business



The Boomer’s Guide to Social Media              ©2011 Nancy Cavanaugh
There’s a big ―disconnect‖ between
            boomers and social media
       • For two years in a row, Pews Internet
         Research reports that boomers lag behind
         younger generations in their adoption of social
         networks.
            – Only five in 10 boomers aged 50-64 use social
              networking sites, compared to eight in 10 users
              aged 18-29 and seven in 10 aged 30-49 years old.
            – But boomers are starting to catch up. The number
              of users has doubled from 25% in 2010 to 51% in
              2011—the fastest growth rate of any generation.

The Boomer’s Guide to Social Media   8           ©2011 Nancy Cavanaugh
How are boomers ―getting their
         feet wet‖ using social networking?
         • Keeping in contact with children and
           grandchildren
               – Sharing photos and emails.
               – Signing up for a personal profile on Facebook.
        • Seeking online support from others for living
          with a chronic disease.
              – Blogging.
              – Participating in online health discussions.
        • Reconnecting with people from the past.

The Boomer’s Guide to Social Media   9                ©2011 Nancy Cavanaugh
What has this got to do with
               boomer-led business?
                              Not much.
               That same generational lag includes the
              failure of boomer business leaders to use
                  social networking to build business.



The Boomer’s Guide to Social Media            ©2011 Nancy Cavanaugh
Baby boomers are still uncertain about how to carry over
   their networking skills on Facebook and Twitter to
               promote their businesses.




The Boomer’s Guide to Social Media         ©2011 Nancy Cavanaugh
Why the boomer ―disconnect‖
             is harmful to their organizations
      • A recent study by MarketTools revealed that 94%
        of companies do not yet use social media channels
        such as Facebook and Twitter to gather customer
        feedback, despite customers’ growing engagement
        with these media. Instead, they use email/online
        surveys (51%), formal phone surveys (28%), and
        informal phone calls (28%). Those that do incorporate
        feedback gathered through social media channels are
        able to uncover richer insights to help them improve
        customer satisfaction.


The Boomer’s Guide to Social Media   12         ©2011 Nancy Cavanaugh
My theory on why the lag persists—
          boomer Internet experiences focus on
          information gathering, not networking
      • In May 2011, Pews Internet research confirmed that
        the most popular Internet activities over the past
        decade have been search and email.
      • Business professionals with a college degree who are
        part of the boomer generation rely on these same two
        activities a bit more than everyone else.
      • Email as the ―killer app‖ drew business leaders onto
        the Internet. Then search provided a means of
        information gathering. It’s all analytical—not based
        upon any behaviors that focus on social business.
The Boomer’s Guide to Social Media   13         ©2011 Nancy Cavanaugh
Social media as a business tool
               And how do you as a boomer business
                   owner bridge that disconnect?




The Boomer’s Guide to Social Media          ©2011 Nancy Cavanaugh
What is ―social media?‖
       • Social media networks are Internet tools
         for sharing and discussing information.
       • Social media is the process of building a
         community where people share information,
         ideas and opinions, photos and videos, all
         through social interaction with others.
       • The success of a social media network
         depends upon the interactions among
         participants.

The Boomer’s Guide to Social Media   15   ©2011 Nancy Cavanaugh
There’s a big difference between a
        profile and a ―Page‖ on Facebook
     • A personal profile is meant for friends and family.
          – As administrator of your profile, you can set up a
            Page that separates business from personal
            networking.
     • A Page is a separate entity meant for business-
       related activity.
          –   Contact with customers and prospects
          –   Provide product/service information
          –   Establish the business/yourself as an industry leader
          –   What do you want to do today?

The Boomer’s Guide to Social Media   16              ©2011 Nancy Cavanaugh
Social Media is like
                        a cocktail party…




The Boomer’s Guide to Social Media   17   ©2011 Nancy Cavanaugh
People show up, wander
                around and pick up on
              interesting conversations.
             • For strangers, you might…
                   – Sample conversations
                   – Listen for catch phrases
                   – Look for an opportunity to contribute
             • No hard-sell techniques allowed!



The Boomer’s Guide to Social Media   18             ©2011 Nancy Cavanaugh
If you find people you know…




The Boomer’s Guide to Social Media   19   ©2011 Nancy Cavanaugh
Take into account…
                  – One might be a ―raving fan;‖


                  – One might be the friend of a ―raving fan;‖




                  – One might be someone interested in learning
                    more about what you do.

                     Your conversation will be different depending
                     upon who you’re speaking with.
The Boomer’s Guide to Social Media    20               ©2011 Nancy Cavanaugh
All this sounds like traditional
               business networking. Right?
               • Wrong! Traditional business networking—
                 the cocktail party, the golf game, the dinner
                 with a client…
                 – Takes place face to face.
                 – Are prearranged by appointment.
                 – Don’t involve any underlying apprehension
                   about how interaction works online.
                  Facebook currently has 663 million accounts.
                  Users make up the third largest country in the
                  world. It also offers advertisers largest database
                  of consumer profiles on the planet.
The Boomer’s Guide to Social Media    21               ©2011 Nancy Cavanaugh
The Boomer’s Guide to Social Media   22   ©2011 Nancy Cavanaugh
The Boomer’s Guide to Social Media   23   ©2011 Nancy Cavanaugh
Major Social Media Networks




The Boomer’s Guide to Social Media   24   ©2011 Nancy Cavanaugh
Why use Social Media?
        • Get feedback. Facebook and Twitter are great for
          listening to what people say.
        • Create demand. Inform your target audience of
          upcoming products, services or events.
        • Get attention. Example: WisDOT is now tweeting
          construction updates.
        • Answer questions. People in social media love to
          help others. Be one of those helpful folks!
        • Empower staff. Train employees to use social media
          effectively to win support for your organization.
          A simple start: Use social media to facilitate
          communication among members of work groups.

The Boomer’s Guide to Social Media   25        ©2011 Nancy Cavanaugh
Ask yourself…
        • What are the top two or three questions most asked
          about your business?
        • Are there any knowledge gaps that need to be
          addressed?
        • What do customers want from a relationship? Are
          those needs any different among followers in your
          social media networks?
        • What will it take to make prospects understand how
          your product/service will help them solve their
          problems—problems they may not even know they
          have?


The Boomer’s Guide to Social Media   26         ©2011 Nancy Cavanaugh
Tip for networking success:
                     Tell a story
        Craft your role as a business leader who has something
        of value that makes your customers’ lives better.
           • Make a list of your business strengths/assets.
             Boomers have much to offer as ―elders‖ in terms
             of business success stories.
           • Pick 2-3 memorable events and distill them into
             short stories to share.
           • Remember that social media also involves more than
             just text. Facebook is image-oriented; Twitter is link-
             oriented. And the increasing popularity of video will
             encourage 2-3 minute clips everywhere.

The Boomer’s Guide to Social Media   27             ©2011 Nancy Cavanaugh
The 4 ―Es‖ Program as outlined in The
      Boomer’s Guide to Social Media Success
             Position your organization as a ―thought leader‖ that
             is known, liked, and trusted.
             – ENGAGE the strangers in the crowd who are
                  looking for your specific knowledge and authority.
             – EDUCATE both strangers and clients by offering
             consistent, value-added information.
             – ELEVATE awareness of your followers about your
             products and services.
             – ENLIST followers as ―raving fans.‖



The Boomer’s Guide to Social Media   28              ©2011 Nancy Cavanaugh
Thank you for your time
                     and attention.
               • To learn more, visit…
                 www.boomersocialmediabook.com
                 There you will find information about
                 my new book, The Boomer’s Guide to
                 Social Media Success: Harnessing Your
                 Inner Expert to Promote Your Business.

                   Released on May 3, 2011.
The Boomer’s Guide to Social Media   29       ©2011 Nancy Cavanaugh

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WBON Milwaukee Slideshow

  • 1. Social Media for the Baby Boomer Generation By Nancy Cavanaugh September 9, 2011 The Boomer’s Guide to Social Media ©2011 Nancy Cavanaugh
  • 2. You will learn… • The baby boom generation has demonstrated enormous strength—in its size, collective experience, and cultural impact. • But there’s been an ongoing ―disconnect‖ between boomers and social media activity. • Boomers need to adjust their traditional approach to the Internet in order to achieve success in social networking. The Boomer’s Guide to Social Media ©2011 Nancy Cavanaugh
  • 3. What is ―baby boomer?‖ A baby boomer is defined as anyone born between 1946 through 1964. • Early boomers span the years 1946-1955. • Late boomers span the years 1956-1964. • Boomers have been called the ―pig-in- a-python‖ generation because of their enormous numbers—78 million strong. The Boomer’s Guide to Social Media ©2011 Nancy Cavanaugh
  • 4. Why the Baby Boomer Disconnect? The Boomer’s Guide to Social Media 4 ©2011 Nancy Cavanaugh
  • 5. Boomers share a strong collective experience • Shared media exposure as kids – TV – Radio – Advertising/merchandising • Development of a ―liberated‖ youth culture • Active in Civil Rights and Women’s Liberation • Traumatized by Vietnam and Watergate The Boomer’s Guide to Social Media ©2011 Nancy Cavanaugh
  • 6. Boomers have become a vital part of the economy • 75 percent of Fortune 500 companies are run by boomers. • 70 percent of the law firms in this country have senior partners who are boomers. • Famous boomers include Donald Trump, Martha Stewart, Oprah Winfrey, George W. Bush, Bill Clinton, Clint Eastwood, David Letterman, Jay Leno, Bruce Springsteen, Hank Williams, Jr., Bill Gates, Steve Jobs, Tom Hanks, Ron Howard, Madonna…you get the idea! The Boomer’s Guide to Social Media 6 ©2011 Nancy Cavanaugh
  • 7. Big surprise: Boomers are not in the forefront of the social media revolution Boomer leaders have been slow to adopt social networking to build business The Boomer’s Guide to Social Media ©2011 Nancy Cavanaugh
  • 8. There’s a big ―disconnect‖ between boomers and social media • For two years in a row, Pews Internet Research reports that boomers lag behind younger generations in their adoption of social networks. – Only five in 10 boomers aged 50-64 use social networking sites, compared to eight in 10 users aged 18-29 and seven in 10 aged 30-49 years old. – But boomers are starting to catch up. The number of users has doubled from 25% in 2010 to 51% in 2011—the fastest growth rate of any generation. The Boomer’s Guide to Social Media 8 ©2011 Nancy Cavanaugh
  • 9. How are boomers ―getting their feet wet‖ using social networking? • Keeping in contact with children and grandchildren – Sharing photos and emails. – Signing up for a personal profile on Facebook. • Seeking online support from others for living with a chronic disease. – Blogging. – Participating in online health discussions. • Reconnecting with people from the past. The Boomer’s Guide to Social Media 9 ©2011 Nancy Cavanaugh
  • 10. What has this got to do with boomer-led business? Not much. That same generational lag includes the failure of boomer business leaders to use social networking to build business. The Boomer’s Guide to Social Media ©2011 Nancy Cavanaugh
  • 11. Baby boomers are still uncertain about how to carry over their networking skills on Facebook and Twitter to promote their businesses. The Boomer’s Guide to Social Media ©2011 Nancy Cavanaugh
  • 12. Why the boomer ―disconnect‖ is harmful to their organizations • A recent study by MarketTools revealed that 94% of companies do not yet use social media channels such as Facebook and Twitter to gather customer feedback, despite customers’ growing engagement with these media. Instead, they use email/online surveys (51%), formal phone surveys (28%), and informal phone calls (28%). Those that do incorporate feedback gathered through social media channels are able to uncover richer insights to help them improve customer satisfaction. The Boomer’s Guide to Social Media 12 ©2011 Nancy Cavanaugh
  • 13. My theory on why the lag persists— boomer Internet experiences focus on information gathering, not networking • In May 2011, Pews Internet research confirmed that the most popular Internet activities over the past decade have been search and email. • Business professionals with a college degree who are part of the boomer generation rely on these same two activities a bit more than everyone else. • Email as the ―killer app‖ drew business leaders onto the Internet. Then search provided a means of information gathering. It’s all analytical—not based upon any behaviors that focus on social business. The Boomer’s Guide to Social Media 13 ©2011 Nancy Cavanaugh
  • 14. Social media as a business tool And how do you as a boomer business owner bridge that disconnect? The Boomer’s Guide to Social Media ©2011 Nancy Cavanaugh
  • 15. What is ―social media?‖ • Social media networks are Internet tools for sharing and discussing information. • Social media is the process of building a community where people share information, ideas and opinions, photos and videos, all through social interaction with others. • The success of a social media network depends upon the interactions among participants. The Boomer’s Guide to Social Media 15 ©2011 Nancy Cavanaugh
  • 16. There’s a big difference between a profile and a ―Page‖ on Facebook • A personal profile is meant for friends and family. – As administrator of your profile, you can set up a Page that separates business from personal networking. • A Page is a separate entity meant for business- related activity. – Contact with customers and prospects – Provide product/service information – Establish the business/yourself as an industry leader – What do you want to do today? The Boomer’s Guide to Social Media 16 ©2011 Nancy Cavanaugh
  • 17. Social Media is like a cocktail party… The Boomer’s Guide to Social Media 17 ©2011 Nancy Cavanaugh
  • 18. People show up, wander around and pick up on interesting conversations. • For strangers, you might… – Sample conversations – Listen for catch phrases – Look for an opportunity to contribute • No hard-sell techniques allowed! The Boomer’s Guide to Social Media 18 ©2011 Nancy Cavanaugh
  • 19. If you find people you know… The Boomer’s Guide to Social Media 19 ©2011 Nancy Cavanaugh
  • 20. Take into account… – One might be a ―raving fan;‖ – One might be the friend of a ―raving fan;‖ – One might be someone interested in learning more about what you do. Your conversation will be different depending upon who you’re speaking with. The Boomer’s Guide to Social Media 20 ©2011 Nancy Cavanaugh
  • 21. All this sounds like traditional business networking. Right? • Wrong! Traditional business networking— the cocktail party, the golf game, the dinner with a client… – Takes place face to face. – Are prearranged by appointment. – Don’t involve any underlying apprehension about how interaction works online. Facebook currently has 663 million accounts. Users make up the third largest country in the world. It also offers advertisers largest database of consumer profiles on the planet. The Boomer’s Guide to Social Media 21 ©2011 Nancy Cavanaugh
  • 22. The Boomer’s Guide to Social Media 22 ©2011 Nancy Cavanaugh
  • 23. The Boomer’s Guide to Social Media 23 ©2011 Nancy Cavanaugh
  • 24. Major Social Media Networks The Boomer’s Guide to Social Media 24 ©2011 Nancy Cavanaugh
  • 25. Why use Social Media? • Get feedback. Facebook and Twitter are great for listening to what people say. • Create demand. Inform your target audience of upcoming products, services or events. • Get attention. Example: WisDOT is now tweeting construction updates. • Answer questions. People in social media love to help others. Be one of those helpful folks! • Empower staff. Train employees to use social media effectively to win support for your organization. A simple start: Use social media to facilitate communication among members of work groups. The Boomer’s Guide to Social Media 25 ©2011 Nancy Cavanaugh
  • 26. Ask yourself… • What are the top two or three questions most asked about your business? • Are there any knowledge gaps that need to be addressed? • What do customers want from a relationship? Are those needs any different among followers in your social media networks? • What will it take to make prospects understand how your product/service will help them solve their problems—problems they may not even know they have? The Boomer’s Guide to Social Media 26 ©2011 Nancy Cavanaugh
  • 27. Tip for networking success: Tell a story Craft your role as a business leader who has something of value that makes your customers’ lives better. • Make a list of your business strengths/assets. Boomers have much to offer as ―elders‖ in terms of business success stories. • Pick 2-3 memorable events and distill them into short stories to share. • Remember that social media also involves more than just text. Facebook is image-oriented; Twitter is link- oriented. And the increasing popularity of video will encourage 2-3 minute clips everywhere. The Boomer’s Guide to Social Media 27 ©2011 Nancy Cavanaugh
  • 28. The 4 ―Es‖ Program as outlined in The Boomer’s Guide to Social Media Success Position your organization as a ―thought leader‖ that is known, liked, and trusted. – ENGAGE the strangers in the crowd who are looking for your specific knowledge and authority. – EDUCATE both strangers and clients by offering consistent, value-added information. – ELEVATE awareness of your followers about your products and services. – ENLIST followers as ―raving fans.‖ The Boomer’s Guide to Social Media 28 ©2011 Nancy Cavanaugh
  • 29. Thank you for your time and attention. • To learn more, visit… www.boomersocialmediabook.com There you will find information about my new book, The Boomer’s Guide to Social Media Success: Harnessing Your Inner Expert to Promote Your Business. Released on May 3, 2011. The Boomer’s Guide to Social Media 29 ©2011 Nancy Cavanaugh