Archive for the ‘Strategy and Brand Building’

15 persuasive findings on baby boomer social media use 0

Posted on November 13, 2017 by Rob Petersen

Baby boomer social media use

Baby Boomer social media use would seem to run a distant second to Millennials who seem constantly connected to social channels.

But, for a variety of reasons, Baby Boomers are the hugest opportunity of any generation. Trends show Baby Boomer social media use, even when compared to Millennials, is growing faster and is more likely to trigger buying behaviors.

Here are 15 persuasive findings on Baby Boomer social media use.

1, BABY BOOMERS ARE THE FASTEST GROWING SEGMENT: Young adults were among the earliest social media adopters and continue to use these sites at high levels, but usage by older adults has increased in recent years with 50+ growing fastest. (Pew Research Center)

baby boomer social media use

2. BABY BOOMERS SPEND MORE TIME ONLINE: They spend 27 hours per week online, 2 hours per week more than those between the ages of 16 and 34. (Colorado University)

3. VIRTUALLY ALL BABY BOOMERS USE SOCIAL MEDIA, MOSTLY FACEBOOK: 82.3% belong to at least once social networking site with Facebook being the most popular. (DMN3)

Baby Boomer Social Media Use - Social Networks

4. BABY BOOMER SOCIAL MEDIA USE RESULTS IN ACTIONS: This segment takes action based on what they see on social media, and most of the time it’s focused on finding more information. More than half of Leading-Edge Boomers visit a company website or continue the search on a search engine after seeing something on a social networking site. (DMN3)

Baby Boomer Social Media Use - Social Actions

5. BABY BOOMERS LOVE TO SHOP ONLINE: 72% of adults aged 55-to-64 shop online, and Boomers outspend younger adults online by 2-to-1 each year. (Forrester)

6. BABY BOOMERS FOLLOW BEFORE THEY BUY: Majority of Baby Boomers (55%) follow a brand before they buy from it and 51% say they are likely to buy from a brand they follow. (Sprout Social Index)

7. DEALS, OFFERS AND PROMOTIONS FIGURE INTO BABY BOOMER SOCIAL MEDIA USE: 60% of baby boomers are looking for promotions on social media (Sprout Social Index)

8. BABY BOOMERS ARE QUIETER AND OBSERVE MORE THAN OTHERS: On a monthly basis, 32% of Gen Xers engage with a brand they follow. That percentage drops slightly to 30% for Millennials. When it comes to Baby Boomers, they’re mainly observers. Only 14% are regularly starting a dialogue or interaction with your brand. (Sprout Social Index)

9. BABY BOOMERS DON’T LIKE BEING OVER-MARKETED: Baby Boomers are most likely to unfollow if they find brands’ posts to be spammy. (Marketing Profs)

Baby Boomer Social Media Use - Spammy

10. BABY BOOMERS SHARE MORE OFTEN: Boomer women, in particular, are even more predisposed to sharing, with a 26% greater likelihood, well above the generational average of 19%. Compared to other generations, the types of content besides news that are most likely to get shares are food snapshots (10% more) and cute videos of babies and animals (18% more). (Nielsen)

11. VIDEO IS THE PREFERRED CONTENT FORM FOR BABY BOOMERS: 27% regularly watching video on Facebook. And as is common across the board, short-form video is the most preferred, with 70% wanting video under five minutes and over a third saying they want videos under three minutes. (Neilsen)

12. BABY BOOMER SOCIAL MEDIA USE MAKES THEM THE MOST CONCERNED ABOUT SECURITY THREATS: Baby Boomers are the age group that has the least confident that they were protected from a range of security threats. Boomers’ concern for privacy on social media is reflected in their being the most likely to respond “I only allow trusted people to see anything I post and employ a lot of privacy restrictions” when asked about their use of social media for personal reasons (32% to 37% for boomers, 19% to 28% for everyone else). (Forbes)

Baby Boomer Social Media Use - Security Threats

13. BABY BOOMERS USE LINKEDIN LATE IN THEIR CAREERS AS OFTEN AS ENTRY-LEVEL WORKERS: 13% of internet user 65+ use LinkedIn. This is nearly the same rate as the 18-29 age group. (Post Control Marketing)

14. BABY BOOMERS HAVE THE NUMBERS AND THE DOLLARS:  Adults 50+ represent 50% of the U.S. population but shis 50+ year-old population controls 70% of the United States disposable income, and will inherit $15 trillion over the next 20 years. In addition, Baby Boomers spend the most money across every product category out of any other generation, but are only targeted by 5-10% of marketers (AARP)

baby boomer social media use - aarp

15. BABY BOOMER LOVE THE INTERNET: Boomers were the least likely to respond that they use the internet infrequently. For example, 7% of older millennials (ages 25 to 34) and 9% of Gen X’ers aged 35 to 44 described themselves with the statement “I go online very infrequently (some weeks I may not go online at all)” as compared to 2% of those 55 and older. (Forbes)

Do these fact Baby Boomer social media use persuade you about the opportunity. Does your business need help in marketing to baby boomers?


11 top tips for great Facebook ad designs (Infographic) 0

Posted on November 06, 2017 by Lucy Benton

facebook ad designs

Facebook ad designs are worth understanding for anyone thinking about advertising on Facebook. Consider these facts:

  • $234,000,000 worth of virtual goods and gifts on Facebook over a quarter
  • 40,000,000 active small business pages on Facebook
  • 2,000,000 active advertisers on Facebook (Source: Jeff Bullas)

The power of Facebook ad designs in generating leads lies is effective targeting features that ensure that an ad is shown to a target audience. Online marketers know that so the competition for viewers’ attention is hotter than ever. Every day, thousands of businesses create good Facebook ads to get more customers, but the success doesn’t come to everyone. That’s because good ads are not enough. You need a great ad to win.

A real professional who wants to make an ad truly compelling and interesting for a target audience uses a range of advanced options. To help you approach the creation of Facebook ads like a pro, the designers at have created an infographic that outlines 11 top tips. These tips are used by professional online content marketers to win the attention of viewers by providing them with truly relevant and appealing ads.

The infographic in this post contains some sophisticated tips like using the psychology of color, developing buyer personas, and attracting attention by providing ads based on the interest of the viewer. If you haven’t heard about these techniques, then you should definitely check it out. By getting to know how professionals do it, you’ll be more confident in your marketing effort on Facebook.

Top tips of great Facebook ad designs include:

  1. Develop and test multiple designs
  2. Develop your buyer persona
  3. Attract the social proof
  4. Call customers to action
  5. Choose the right image
  6. Use psychology of color
  7. Pick location-specific images
  8. Use the power of “free”
  9. Use images of faces
  10. Feature real testimonials
  11. Use the sense of urgency

Words communicate what’s necessary but pictures provide examples that show the proof. Here’s the infographic. 11 top tips for great Facebook ad designs.

Facebook Ad Designs

Does this infographic help you with great Facebook ad designs. Do you need help with your Facebook ads?

Lucy Benton - Facebook Ad Designs

Lucy Benton is a website content writer living in New South Wales, Australia.

7 big benefits to social media clinical trial recruitment 0

Posted on October 30, 2017 by Rob Petersen

social media clinical trial recruitment

Social media clinical trial recruitment is gaining greater acceptance and uptake with healthcare companies.

Clinical trial recruitment has many challenges.

  • 15-20% of trials never manage to enroll a single patient
  • 30% of the time dedicated to clinical trials is spent on patient recruitment and enrollment
  • 37% of all sites in a given trial fail to meet their enrollment targets (InVentiv Health)
  •  1,856 in 2009 to 22,832 to date in 2016 is the increase in worldwide clinical trials (NIH)

Most trials rely heavily on traditional methods of patient recruitment, such as flyers, posters, radio and television ads, as well as counting on physicians and investigators to promote the trial directly to potential patients.

As a supplement to other recruitment methods, social media has important advantages. Here are 5 big benefits to social media clinical trial recruitment.

  1. BETTER UNDERSTAND INTERESTS AND CONCERNS: Before doing any social media clinical trail recruitment, it is important to monitor social media channels and listen  to patient needs. Areas to be examined include: 1) Where on social media (Facebook, Twitter, Forums, Blogs) are patients for a particular condition going, 2) How many communities are there, 3) What are topics of the greatest interest, 4) Who are influencers and 5) How do patients support one another. While a company might engage a service to help in this monitoring, this is information that is readily available.
  2. SPEAK MORE DIRECTLY TO NEEDS: In the monitoring process, you should study users’ language, including the specific words and phrases they use to describe their symptoms. This can help you to use ‘patient speak’ in your social media and website content, rather than less accessible and potentially off-putting medical terms.
  3. TARGET WITH PRECISION : Social networks have certain age differences. Twitter and Instagram are younger. Pinterest is more female. Facebook is most effective for reaching Baby Boomers and the older generation. 72% of people aged between 50 and 64 use Facebook, one of the largest growing demographics on the platform. These aid targeting. But there is an important distinction to make between social networks as social platforms and ad platforms. For example, as an advertising platform, Facebook offers advertisers quantified reach of people based on not only their age but interests and behaviors. You can target people in a specific geographic areas. You can do mile-radius targeting around a facility conducting a trial and geo-fencing for people who are near it. With such a large population, Facebook can reach a high percentage of potential patients across all levels of income and education. Traditional media can’t even touch those results.
  4. PARTNER WITH ADVOCACY GROUPS: Peer influence to generate interest in participating in a trial is another method to generate social media clincial trial recruitment. PatientsLikeMe hosts all kinds of disease communities where patients can track their medications, symptoms, and health outcomes and can learn from other patients whose profiles resemble their own. It allows the industry to look at aggregated data from its communities. And now it allows them to partner with pharma companies to announce clinical recruitment trials through its online communities. Other patient sites like like MyHealthTeamsInspire (utilized by the Mayo Clinic pilot study) and do the same.
  5. SPEND LESS AND SAVE TIME: Advertising on social channels is cheaper than TV, print or radio so it costs less to reach your audience. And it also saves time. Connections can be realized immediately, conversations can occur in real time and concerns can be addressed on the spot. Each day that a drug development program is delayed costs the sponsor $37K in operational costs 4 and $600K to $8M in lost opportunity costs.
  6. GREATER TRANSPARENCY: Because most social media clinical trial recruitment efforts drive patients to a website or download an app, these can be greater transparency than directing someone, for example, to a phone number. The website can and should provide relevant information, details of the trials, mission, sponsor, forms, regulation, payments or costs, time requirements and any restriction. The depth of information, relevancy and compliance can actually offers a greater levels of transparency than traditional means.
  7. MORE THOROUGH FOLLOW UP: One of the inherent benefits of social media is it interactivity. Not just for initial follow ups but for any ongoing communications. Also, the creation of key hashtags and regular online chats, so you can effectively and easily take part in conversations can make follow up for social media clinical trial recruitment a thorough user experience from end to end.

Certainly, there are do’s and don’t for executing any initiative in social media. And these should be carefully reviewed and understood. But, in examining the benefits, the trade-off between risk and reward would seem more than worth considering.

Do these benefits peak your interest in social media clinical trial recruitment? Are you interested to learn more?


7 key criteria to evaluate social media monitoring tools 2

Posted on October 23, 2017 by Rob Petersen

social media monitoring tools

Social media monitoring tools crawl the social web (Twitter, Facebook, blogs, news, forums, videos) to collect data and organize it in various categories (mentions, media type, authors, sentiment, engagement, keywords, hashtags) to show what people say, feel and believe about a brand, topic or person.

This sounds pretty straightforward but evaluating social media monitoring tools isn’t.

There are now hundreds of social media monitoring tools. There is a wide range in features, set-up, sophistication and customer support. There is also range in price from free to $20,000+ month.

Some of the more popular and best rated social media monitoring tools include Keyhole, Hootsuite, Digimind, Meltwater, Salesforce, Cision and Lithium. To name a few.

Which one is right for your business? Here are 7 key factors to evaluate social media monitoring tools.

  1. WHAT ARE YOUR TRYING TO ACCOMPLISH? Social media monitoring is a broad term. It includes listening, publishing, influence and analysis in addition to monitoring. What are look to do? Find the times when your audience is most likely to be online. Provide ideas for content. Compare mentions and audience sentiment vs competitors. Identify influencers. Or some combination of these. The answer to this question narrows your considerations set.
  2. HOW DO YOU DEFINE YOUR SEARCH? Social media monitoring can include more than just a brand name or topic. It can include product descriptions, key consumer needs and even your founder’s name. Some social media monitoring tools are set up to include all these term through Boolean Search. This s a type of search allowing users to combine keywords with operators (or modifiers) such as AND, NOT and OR to further produce more relevant results. For example, a Boolean search could be “hotel” AND “New York”. This would give search results for anyone mentioning phrases containing the two keywords. Boolean Search will increase the quality of the content you capture and is an important consideration when evaluating social media monitoring tools.
  3. WHAT SOCIAL NETWORKS ARE MOST IMPORTANT? Regarding of price, social media monitoring tools can’t effectively crawl some social networks, particularly Facebook, LinkedIn and Pinterest. This is because some social network have created APIs or have legal terms of use that prevent content crawlers or storage of back content. If you are paying for social media monitoring, you should check to see the coverage by social networks before you decide on your social media monitoring service.
  4. HOW MANY COMPETITORS DO YOU WANT TO MONITOR? The price or subscription fee of social monitoring tools is often based on a number of factors. How many competitors are your monitoring? How far back are you going in time? How many Boolean Searches are provided? Ask about these areas. This will help you in selecting the right service and weeding out the ones that have limitations.
  5. WHAT ARE THE METRICS THAT MATTERS?  Mentions, Shared Posts, Share of Voice by media channel, Share of Voice vs key competitors, Authors, Fans Influence and Sentiment. These are some of the metrics that social media monitoring tools provide. To you to know them all. Or some of them. Which one are most important. This should be a key decision in choosing the right social media monitor tool for your business.
  6. WHO IS GOING TO ANALYZE THE DATA? Social media monitoring tools provide and organize the data. But they don’t provide they type of analysis necessary to create an action plan. People do. A resource who can work with the tool, understands it functionality and can the analytic work is required. In some cases, social media monitoring companies provide customer support. This is always a plus. This is also something to check if it is provided with the service or is an extra cost.
  7. WHAT ACTIONS ARE YOU GOING TO TAKE? Most important is what you are going to do with the data. Does the monitoring help create a better content strategy? PR strategy? Advertising strategy? Promotion Plan? Competitive intelligence? The breadth and depth of social monitoring required is helped greatly by knowing how the data is used. This enables you to create the most effective action plan and get the best value for the money you are likely to have to spend.

Are you thinking about social media monitoring tools for your business? Are these factors a help?

37 fascinating facts about Facebook advertising (Infographic) 0

Posted on October 09, 2017 by Rob Petersen

Facebook advertising

Facebook advertising is a big and growing business. Companies spent more than $9 billion on Facebook ads in the second quarter of 2017 alone. That’s an increase of 47 percent (Nearly $3 billion) from the same period in 2016.

Is your company one of them? Should it be? It helps to be well informed.

Here are 37 fascinating facts about Facebook advertising. And an INFOGRAPHIC to explain the types of ads available.

  1. Facebook boasts the broadest, deepest, and most comprehensive data set of human information, interests, and activity ever collected. (TechCrunch)
  2. Facebook is the second largest digital advertising company after Google. (The Motley Fool)
  3. Facebook is the sixth-most-valuable public company in the world. (Forbes)
  4. Facebook reported advertising revenue of $9.16 billion in the second quarter of 2017, a 47 percent increase over the same quarter last year. (Ad Week)
  5. 450,000,000 buy and sell things on Facebook each month (DMR)
  6. 16,000,000 local business pages had been created as of May 2013 which is a 100 percent increase from 8 million in June 2012. (Facebook).
  7. 4,000,000 businesses advertise on Facebook. (DMR)
  8. 2,000,000 websites that have a Facebook tracking pixel on them so that the website owner can retarget its website visitors. (Cision)
  9. At least 98 data points are available for targeting purposes on Facebook ads. Click the source to view what they are. (The Washington Post)
  10. 93% of social marketers regularly use Facebook ads (Social Media Examiner)
  11. 90% of all ad growth in digital advertising is coming from Facebook and Google. (Fortune)
  12. 84% of Facebook advertising revenue is from mobile. (Mediakix)
  13. 75% of brands promote their posts on Facebook. (DMR)
  14. Watching 10 Seconds Of Video On Facebook Generates 72% Of Total Campaign Value In Purchase Intent. (Mediakix)
  15. 70% of Facebook advertisers come from outside the U.S. (DMR)
  16. 69% of Facebook ads link to a landing page (Ad Expresso)
  17. 65% of digital advertising revenue last year came from Facebook and Google. (Fortune)
  18. 64% of social marketers plan on increasing Facebook ad activities (Social Media Examiner)
  19. 57% of Facebook advertising budgets are dedicated to mobile. (DMR)
  20. 50% growth in the number of Facebook advertisers occurred in 2016 from 2015. (DMR)
  21. 50 minutes a day is the average amount of time peoples spend on Facebook every day (NY Times)
  22. 42% of marketers report that Facebook is critical or important to their business. (Zephoria)
  23. 42% of millennials can’t last 5 hours without checking their Facebook feed. (eMarketer)
  24. Only 42% of marketers feel their Facebook efforts are working (Social Media Examiner)
  25. 41% of small businesses use Facebook (BarnRaisers)
  26. 32% increase in share for Facebook per year since its IPO. (The Motley Fool)
  27. Carousel Ads Are 10x Better At Getting Clicks Than Static Posts On Facebook. (Mediakix)
  28. 15% drop in user engagement on Facebook in 2016 from 2015. (DMR)
  29. 9.21% is the average conversion rate for Facebook ads. (Kient Boost)
  30. 9% increase in the average price of a Facebook ad year over year. (Mediakix)
  31. 6% of all pages on Facebook advertise.(DMR)
  32. 0.9% is the average Facebook Click-Through Rate (CTR). (DMR)
  33. 2.85X increase in Facebook Click-Through Rate when Facebook Call-to-Action buttons are added. (Mediakix)
  34. $0.64 is the average Facebook Cost-Per-Click (CPC). (DMR)
  35. 3X higher Cost-Per-Click (CPC) on Instagram than Facebook. (The Motley Fool)
  36. $0.26 is the average Cost-Per-Like for Facebook Like campaigns (Ad Expresso)
  37. Facebook video ads have a Cost-Per-Click of $0.18. (Kinetic Social)

Do these facts help determine if Facebook advertising is right for your business? Or how, if you are doing Facebook advertising, you might do it better?

facebook advertising

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    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, search and data-driven results.

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