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Randy Eilts, Director of Public Relations for GlynnDevins presents Social Media: Is There ROI for Senior Living?
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Social Media: Is There ROI for Senior Living?
Randy EiltsDirector of Public Relations
Just Back From Conference
SOCIAL MEDIAPOLL
Why Use Social Media Anyway?
• Create Awareness & Brand Recognition
• Engage with Online Community• Listen to What People are
Saying • Develop a Broader Reach of
Leads/Prospects
Why Use Social Media Anyway?
• Increase Website Traffic• Promote Career
Opportunities• Build & Enhance Local
Partnerships• Boost SEO Naturally
Are Older Adults Using Social Media?One in four users age 65+ now use social media: 26%
(Source: Pew Internet Research; May 2010)
Measuring ROI/Value
Identify Your Metrics
• Number of followers• Engagement from comments,
posts, retweets, etc. • Click-through rate (CTR) • Percent of active contributors• Time spent on site• Number of views
Engagement
Track Your Views
Track Your Views
Where Are The Viewers Coming From?
Identify Your Metrics
How many people like you today?
How many would you like to gain over X period of time?
Results?
Results?
Facebook Ad $1,500Donation $ 500Staff Time $2,000
Total $4,000
$4,000/150 = $26.67
Who are Our “Likers”
45-54
38 %
55+
35.8 %
A Look at the Analytics
Social Media = Web Visits
Referrals to Web Site
Referrals to Web Site
9.
Content Repurposing
New Media ImpactsPublic Relations
Is There a ROI for Senior Living?
Value DeliveredMeasure to Evaluate ResultsBuilding Relationships/IntangibleBrand AdvocatesGD Aggregating DataDemonstrate leadership/being cutting edge
