New Study Shows Elder Care Marketers Benefit from Social Media [SLIDESHARE]

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Elder Care Marketing Industry Report

Ryan Malone of Elder Care Marketer recently published results of a study in a white paper called the Elder Care Marketing Industry Report. The study surveyed 160 elder care marketers to glean insights into their marketing habits, what tools they use, and what impact social media has on their business. I've embedded the entire report below. It's definitely worth checking out. Nice job Ryan! You can find Ryan on Twitter , LinkedIn ,Facebook or YouTube. 

Here are the social media highlights from the Report:

• Small companies (1-50 employees) are twice as likely than big companies (50-500+ employees) to use social media in their marketing
• Overall, LinkedIn and Facebook are the most popular for marketing purposes
• Marketers spend an average of 6.6 hours per week on social media and would like to learn most about Twitter and blogs
• Interest is high in learning more about social media tools, which reflects the overall recognition of social media as a marketing vehicle
• Small businesses used a much broader base of social media tools than large businesses for marketing purposes
• Both B2B and B2C businesses benefited most from social media through increased mailing lists, traffic and subscribers, generating leads and creating partnerships.
• B2C reported a high increase in search rankings and B2B
  businesses reported a higher benefit for identifying new products more often

Social Media Basics For (Senior Living) Executives [SlideShare]

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I ran across this and just had to share. Fantastic presentation by Tim Ho!

Beacon Hill Retirement Community Launches Resident Blog - Smart Move

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Here's a great example of a senior living company building an online community using a blog as their platform. Beacon Hill Retirement Community, located in Lombard, Illinois, recently set up and launched a resident-owned "online magazine" called "Let's Talk" built on the popular blogging platform WordPress. The blog allows residents (average age of 86) to publish multimedia content to the site including articles, videos, photos, menus, polls, and more.

According to the marketing firm that helped Beacon Hill set up the blog, nearly 1500 visitors have visited the site to date. Fresh content is added to the site over 50 times per month with an average of 23 feature stories designed to appeal to seniors and their adult children along with other items geared to resident's interests. A Beacon Hill resident committee helps steer and develop content by telling management what they want to read, link to, write themselves; and also how to promote the site to other residents, peers and family members. 

Management is also helping to promote the use of the site. They have installed two computers in common areas that are dedicated to Let's Talk; they've added special suggestion boxes in the dining areas; they promote the site in the monthly newsletter; and local TV stations have apparently picked up on the story. 

Beacon Hill's marketing firm created the site and assists with community engagement, content creation, site management, evaluation metrics and strategy. According to the firm, Let's Talk is becoming as popular with the resident's as Nintendo Wii and the site is helping with marketing to prospects. 

This is just another example of what the future holds for senior living and eldercare as more and more seniors take to the social web and social media marketing moves into the mainstream. 

To learn more about how online community and social media can benefit your senior living, homecare, or eldercare company, visit CareNetworks.com. To ensure you continue to get great articles and news like this delivered as it's published, subcribe to our blog. 

Related Articles

• Senior Living Companies: You Must Blog Now!
  
• California's Largest Retirement Community Kicks Butt Using Social Media  
• Boomers Love Social Media. PS. These Are Your Customers [Video]
• Web Savvy Senior Living Companies Are Making The Move To Social Media. Are You? 
• 10 Reasons Why Your Company's Blog Sucks
• How Senior Living And Eldercare Companies Can Build A Winning Social Media Team

Brian Geyser, APRN-BC, MSN is a clinician, consultant, educator, blogger, online community manager and the founder of Carenetworks, LLC. He blogs regularly here at Carenetworks.com and would love to connect with you on Twitter, Linkedin, and/or Facebook.   

Interview: Home Care Company Uses Twitter To Build Brand Awareness And More

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Today we talk with Noelle Kurth, Marketing Director for At Home Personal Care, a Mesa, Arizona based company that provides affordable home care services for elderly and disabled people. We will present the interview in full and then provide some analysis and a summary with take away points at the end.

At Home Personal Care Website

1. What online properties, aside from your website, do you own/operate (Twitter, Facebook, Linkedin, YouTube, Flikr, etc.)?

Twitter , Facebook & Constant Contact for our monthly e-communication. We've been using Twitter for about three months and Facebook for two months. We are also launching a new Website in October (hopefully) which will have a main corporate site with pages dedicated to each of our five offices. The new site will also include a video and a blog where we will post information on senior/elder topics, company events, letters from clients/families, etc. 

Twitter Page 

Facebook Fan Page

2. Why did you choose those? 

Twitter because there is a wealth of information there, real time updates, its free, I can connect with my network, its easy to use (can use my iPhone app), and I can reach thousands of users easily. Facebook because it is manageable, free, I can reach a targeted audience, and it has a clean interface. Constant Contact because it is very affordable, easy, and doesn’t take a whole lot of effort.
 
3. Who manages your online properties?

I manage Twitter & Constant Contact. Samantha (Operations Manager) manages Facebook-----although she has been slacking!!!
 
4. How much time does it take to manage per week?

I Twitter on the go. My time is valuable and Twitter is very quick and easy for me. I would say 2 hours a week, if that.
 
5. How are you using each and who are you trying to reach?

I use Twitter to stay in contact with my peers, referral sources, and local contacts. I read articles and gain new knowledge on topics I feel I wouldn’t have know about otherwise. I post information about events we take part in, company news, and networking opportunities. We have not seen much value from Facebook yet, but as I mentioned, we have not devoted enough time to getting it up and running. We are planning to attend more to it once our new site is launched. In fact, each of our five offices will have their own Facebook fan page. Our one Twitter account will represent all five offices. 

6. Do you have a social media strategy? What is it?

Be consistent, post compelling information, make it fun, engage, interact, and don’t make it all about me/us.


7. What is your primary goal for using social media?

Share information, gain knowledge, reach targets, gain new opportunities, branding.
 
8. Are you planning to expand your social media reach? 

Yes, I use twitter in my marketing efforts consistently and will build a Facebook page for each of our five locations soon.

9. Are people responding?

I've had several responders and have made great contacts.
 
10. What are your biggest challenges so far?

Haven’t come across any challenges so far!
 
11. Did you have to try to convince someone at your organization to try social media?

I am the leader in my organization when it comes to media outreach, marketing efforts, and technology advances. Our president luckily is very opened minded to hearing new ideas and ways to reach our audience. 

12. Are employees on board with your efforts? 

I would say 50% of them are. It has been a challenge to get some of the “old school mentality” minded individuals to realize that social media works. I think people “over think” it too much and get frustrated or intimidated by it. They don’t know where to start or how to get going. They think it is too time consuming, etc.
 
13. How are you measuring success?

I don’t necessarily track success with a specific formula. I base the success off the opportunities I’ve come across and the number of responses I get from users. As long as people are interacting with me, I find that successful. I know I am strengthening my brand recognition and market awareness every day just by sending a second “tweet.” Before using Twitter, I didn’t have access to the thousands of articles, blogs, websites, contacts, opportunities, events, and FUN!
 
14. What's the one piece of advice you would give other senior living, home care, eldercare, or dementia care companies about getting into social media?

I would advise them that social media is a very low cost, mostly free, way of increasing brand recognition, reaching a targeted audience, gaining new opportunities, announcing upcoming events, promoting specials, increasing referral sources, and staying consistent or ahead of your competition. As the population ages, people will need to realize that adopting new methods of outreach such as social media is crucial. Social Media, Blogs, Website SEO, etc is only increasing…it is not going away, and if you are not adapting to it, you will be missing out now and in the months ahead, and eventually you will be left in the dust. The age range for internet users is your targeted audience. These are the adult children/family/friends that are making decisions regarding their loved ones care. Gone are the days of the paper yellow pages. People are going online and to the web. Social media is easy to use, low maintenance, and extremely manageable. Put it this way….there is not ONE reason NOT to being engaged in social media.

Summary and Analysis

With Noelle's help, At Home Personal Care (AHPC) is clearly moving in right direction with their social media strategy. At this time, they have 683 followers on Twitter, and that number is growing daily. Noelle's Twitter prowess is quite impressive. She knows how to use Twitter to make connections, increase brand awareness, and build relationships with clients, referral sources, local businesses, prospects, families, and others. You can learn how Noelle is using Twitter by following her and AHPC here. 

AHPC's decision to develop a new Website that incorporates a blog is critical. Their current site is a classic Web 1.0 static online brochure which provides generic information about the company and their sevices (for more on a good Website, click here). These days, a blog is a minimum requirement for any company Website. A blog will enable AHPC to syndicate information out to Twitter, and from Twitter, they can drive traffic back to the blog and the site. Presumably visitors will be able to subscribe to the blog - allowing for lead capture, and readers should be able to comment on posts - allowing for dialog between the company and readers (for more on how to avoid making a company blog suck, click here). 

One way AHPC could inject some steroids into their social media plan is to add a centralized online community to their new site (disclosure: we build and manage online communities for senior living and eldercare organizations, so this part may be slightly bias). An online community would allow members of the AHPC community (patients, families, referral sources, staff, management, partners) to sign up, create a profile, connect with each other, and add content to the community site themselves. In our last interview post with Laguna Woods Village, we learned how they were attempting to do this using "Club Pages."

One way to add community to an existing Website is to use a white label social networking/online community platform like KickApps, Ning, Groupsite, or SocialGo. All of these sites have "freemium" pricing, allowing you to build your own online community or social network for free (like Twitter). Be warned though, freemium pricing includes advertising, limited features, minimal ability to brand or customize, and limited customer support. In addition, while an online community can be a fantastic business/marketing tool, it can also be technically complex and a time killer. Look for many more posts about this subject on this blog in the future. 

Takeaway Points

• A static Web 1.0 style Website will make you invisible. You need dynamic content, relevant information, and interactivity to compete these days.
  
• Having multiple social media outposts like Twitter and Facebook can be useful, as long as they are attended to.
  
• Twitter can be a fast and free way to build a network and increase brand recognition - and maybe even drive sales.
• Having a comprehensive social media strategy is key to success.
  
• There is an "old school" mentality in business about social media that needs to be overcome. Remember back in the 90's when businesses weren't convinced they needed a Website?  
• Your customers are using social media. You should be too! 

For more about senior living, eldercare, or home care online communities and social media strategies, visit carenetworks.com. To ensure you get more post like this delivered right to you as they are published, subscribe to our blog.

For more information about At Home Personal Care, contact Noelle Kurth at  Noelle@athomeprc.com or 480.205.8320. I would like to thank Noelle for generously sharing her insights and experiences. We will check in with her in several months to see how she and AHPC are doing with their new Website and post the results here. 

Related posts:

• California's Largest Retirement Community Kicks Butt Using Social Media  
• Can Social Media Convert Senior Living Prospects To Customers?
• Web Savvy Senior Living Companies Are Making The Move To Social Media. Are You?
• Assisted Living Group Using Social Media To Combat Swine Flu

Brian Geyser, APRN-BC, MSN is a clinician, consultant, educator, blogger, online community manager and the founder of Carenetworks, LLC. He blogs regularly here at Carenetworks.com and would love to connect with you on Twitter, Linkedin, and/or Facebook.   

Boomers Love Social Media. PS. These Are Your Customers [Video]

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Boomers are taking over online communities and social networks. Oh, and did I mention, these are the people you are trying to reach? Take a look at this:

Web Savvy Senior Living Companies Are Making The Move To Social Media. Are You?

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How To Use Social Media To Grow Your Senior Living or Eldercare Business

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Five Steps To Relationship Selling In Senior Living

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1. Forget about discounts. Remember that for most qualified prospects, the decision NOT to move into senior housing is based more on emotions than finances. Therefore, discounting your rates or offering temporary financial incentives may not be an effective approach. Instead, be sensitive to each prospect’s unique situation and feelings about the issues at hand. Give them time to tell you their story. Build a relationship with them over time.
2. Discover their needs. Understand that no qualified prospect inquires about senior housing without underlying needs. Try to figure out exactly what their needs are,  what’s motivating them to inquire, why the person should move,  and why they should move now vs. later.
3. Don’t focus on the sale. Instead, focus on the prospects problems and issues. If they perceive you to be more interested in them than a sale, they are more likely to trust you to help them make the best decision.
4. Maintain a “Yes we can” attitude. A true resident-centered approach to operations and service delivery will sell itself when prospects come to visit.
5. Make sure you're the right fit. Figure out if they can actually afford to live at your residence and if your community is the best choice for them.  If not, provide them with more affordable and appropriate alternatives.

Six Ways To Engage Prospects in Senior Living and Eldercare

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When prospective customers visit a senior living community or contact a homecare agency seeking information about their services, what they’re really doing is testing out a relationship and trying to determine if they can trust the organization to take care of themselves or a loved one in a time of need. They are seeking honesty, unbiased information, and compassion. Pick up a copy of Chris Brogan and Julian Smith's book Trust Agents to learn how you can nurture these relationships online, but when a prospect is sitting in your office, here are some ways to give them exactly what they are looking for:

1. Listen. Let them tell you their unique story and allow them to share their fears and concerns. Talk with them, not to them. Try to jot down at least 10 things about their particular situation that are unique and have special meaning to them.
2. Give honest advice. If your organization is not quite right for them, let them know, and give them the names of other organizations that may be better suited to their needs. Help them, don’t sell them. Provide them with relevant information specific to their situation.
3. Provide a road map. The world of eldercare is complex and for most people, it’s uncharted territory. Give prospects the tools that will help them understand their options and a map (or GPS system) that will help them find the way. Offer them a guided tour through the array of local eldercare services. Don’t be afraid to show them the competition. After all, if you really are the best option for this prospect, you have nothing to fear.
4. Think like a social worker. Social workers seek to improve the human condition by understanding the social issues that impact individuals, couples, families, groups, organizations, and communities. Having a deep understanding of these issues will help you guide your prospects to make the decisions that are right for them.
5. Unleash your fans. Let them talk with your best staff and patients/residents, particularly your “brand enthusiasts.” Conversations with unbiased third parties can be very powerful and can influence prospects more than talking with management.
6. Be patient. Give them time to think about things. The decisions that need to be made are complex and life changing. Be there for them unconditionally at each step of the way and more likely than not, you will be rewarded with their business.

What Sets You Apart On The Web? [Video]

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As I outline in my recent post, "What Every LTC Organization Needs To Know About Their Website," most senior living company sites are digital brochures with stock images and canned messages. Few have any personality or interactivity. Some courageous senior living companies have ventured into emerging social technologies and added social capabilities to their websites setting themselves apart from the rest. Kind of like the Kia Soul (video below). If you are using social media or if your company has added social elements to their website, let us know. We'll write about it here.