Facebook Marketing Still Viable, Even In the Wake of Scandal

Facebook Marketing Still Viable, Even In the Wake of Scandal

Two months ago, Facebook took a hard hit when the public learned that the social media giant allowed the political consulting firm Cambridge Analytica to harvest personal user data due to a loophole in its user data security.

Facebook’s market value dropped by $59 billion, and the hashtag #DeleteFacebook began circulating, causing some people, including top executives and celebrities, to dump their accounts.

This, in turn, has caused social media marketers and advertisers more than a little concern, given the limits Facebook CEO Mark Zuckerberg vowed to impose, such as auditing apps with user information and requiring user consent before embarking upon custom campaigns.

But, how much has the scandal really affected Facebook users? According to a recent Brand24 blog on the subject, “The scandal will have a greater effect on Facebook advertisers and marketers, as opposed to Facebook users themselves.” If that’s true, social media marketers will indeed need to adapt their campaigns to changes in Facebook’s advertising policies.

But, let’s look first at why people don’t seem to be on a mass exodus from Facebook, even in the wake of the security breach. Human psychology plays a big role, and, given that most Facebook users have been on the platform for about 10 years now, it may not be going away any time soon.

Facebook is that bar from ‘Cheers’ or a virtual town where everyone knows your name,” said author and psychotherapist Fran Walfish. “Why would you go somewhere else? The primary motivation to be on Facebook is to reap the benefits of huge amounts of positive affirmation. The opposite of that is rejection.”

Walfish goes on to say that people who suddenly go dark on Facebook are seen as either hostile, depressed, suffering from a negative life change, or all of the above. Plus, asserts Simon Rego, chief psychologist at Montefiore Medical Center in New York, leaving Facebook is like breaking up with all your friends. Who wants that?

People are also generally less fearful of a violation of their privacy than, say, an outbreak of the E.coli virus, according to senior finance editor Quentin Fottrell. A disease can kill you, but the ramifications of a breach in security are harder to understand.

And, let’s face it, the daily connection over two billion people around the world experience on Facebook is hard to give up, not to mention the online presence they’ve taken years to build.

“No one is leaving,” said CNBC reporter Michelle Castillo, including most marketing and advertising agencies. Contrary to what some marketing experts predict (and to the fact that Commerzbank and Mozilla said they would suspend advertising on Facebook), she wrote, “Agencies are skeptical many people are going to leave Facebook – or at least enough to make a difference for advertisers. The public’s attention span is fleeting…and even massive breaches that affected Yahoo and Equifax haven’t turned people off those services.”

That sentiment is echoed by employees in Facebook’s advertising and media sectors, who wished to remain anonymous: “Most advertisers are not planning to reduce their spend.” And, according to Forbes, “Unless Facebook is able to create new ways to monetize the platform, advertising will continue to be its bread and butter.”

So, which is it? Facebook marketing and advertising is going to wane due to the scandal, or it’s not? Most experts agree that it’s too soon to definitively tell, but there are measures social media marketers can take to address restricted access to Facebook user data that previously afforded them laser insight into consumer behavior, wants and needs.

• First, keep an eye on Facebook’s advertising policies, or ask your marketing experts to inform you of those changes.

• Monitor your social media, which will allow you to glean valuable information about your brand and its success (or lack thereof) from various social media channels and online conversations. If you don’t have the time or personnel to manually track this information, you can employ a marketing agency or make use of the many free social media monitoring tools or paid software applications to do the job. Social media monitoring sheds light on:

o Which influencers are the best for your brand
o What your competition is doing
o Spikes or dips in web traffic, and why
o Mentions of your brand or company
o Topics or keywords/phrases to use in your marketing strategy
o New distribution channels to employ
o The context of online discussions

• Generate fresh, engaging content on a regular basis.

• Identify what is truly unique about your brand and distinguish yourself in meaningful ways from your competition.

• Create hashtags for significant campaigns and monitor online mentions and engagement with them.

Another word of advice might be to relax, as Facebook users seem to be a faithful – and forgiving – bunch. If the platform has been working for your brand, resist the knee-jerk temptation to assume it suddenly won’t. Consider this: as of late April 2018, a month after the Cambridge Analytica breach, there were still 2.2 billion Facebook users across the globe, or nearly 1/3 of the world population. That’s a lot of potential customers!

IVY’s team of experts are helping our clients find continued success with Facebook marketing. Let us help you leverage social media for your campaigns, even in the shadow of doubt.

Mature Audiences Only: Event Marketing for Senior Housing Part I

Mature Audiences Only: Event Marketing for Senior Housing Part I

The viral advantages of online marketing are undisputed, but, until recently, most seniors were not regular Internet or social media users. Today, 67% of people 65+ use the Internet, and 62% are on Facebook, and those numbers are rising all the time. In fact, 82% of Baby Boomers belong to at least one social media site and spend two hours more per week online than those aged 16-34.

Despite seniors’ increasing adoption of the Internet into their daily lives, events are still the most effective way to generate relationships with customers and leads across all populations, particularly among people 65 and above. Eighty percent of marketers believe that event marketing is the single most effective marketing channel, and seniors have more time and opportunity than other demographics to attend events.

Let’s examine how to take full advantage of event marketing for the senior housing arena.

Why an Event?
Ask yourself what you’re trying to accomplish by hosting an event. Are you aiming to raise awareness of your senior community within the greater community (appropriate for a guest list of 50+ people); are you hoping to reach a smaller group of marketing qualified or sales accepted leads? Whatever your purpose, your event should conform to your overarching objective in every way—whether it is to raise awareness, gather contact information, clinch interested leads, raise funds, strengthen bonds with community partners, or simply entertain.

Live and In Person
Regardless of the reason for your event, there is no substitute for face-to-face communication, live and in the flesh. No amount of technological advancement or social media connections can change that. Live events provide invaluable opportunities to showcase your mission in action, property(ies)/services and foster lasting relationships with your prospects and stakeholders. Older adults who haven’t been glued to their electronic devices all their lives are likely to appreciate that more than most.

What Kind of Event?
The reason you’re having an event must govern the kind of event to host, with every detail falling in line with your primary goal. That said, because older adults generally have more breathing room in their lives, events that encourage lingering and facilitate learning and/or provide quality entertainment are especially effective. Seniors are seasoned, savvy and wise, but they are also continuously seeking new experiences.

Events should not only showcase your community inside and out (fair weather is best for outside events and tours); they should also feature speakers or presentations on topics of special interest to older adults and their families or cultural enlightenment. Even if they’re not yet ready for a move, your guests will remember the senior community that provided them with a memorable day or evening, and they’ll be much more likely to contact you when they are ready. Keep in mind, too, that older adults are accustomed to and motivated by incentives such as discounts for “early bird” registration, raffles and giveaways. Unless your overhead is considerable or you’re trying to raise charitable funds, offer free events instead of those that impose a cost to attend.

Where?
Your community is the ideal location to host an event, because it invites guests directly into the space you want them to call home. There, you can let them experience not only your residences, but your fabulous dining and amenities, too. Larger venues are appropriate if you’re partnering with other sponsors in a conference or trade show setting that is focused on your industry rather than your senior living community(ies) per se, or if you’re celebrating a grand occasion or milestone with a sizable guest list and require more space.

How Many and Whom to Invite?
First, invite no more than your community can very comfortably accommodate. There should be plenty of dining space and food/beverages (including seconds), mingling areas, manned check-in stations, commodious seating/staging arranged appropriately for your focus activity, adequate lighting, handicap accessibility, apartments to tour, restroom accommodations, amenities/common areas to showcase or try out, and friendly staff to handle all of these offerings and answer any questions. As for whom to invite, check your goals again. Most senior event guest lists include resident prospects first and foremost, their adult children, friends, caregivers, grandchildren (if appropriate), your marketing and sales teams, community partners, donors, and any key players in the life of your community.

Watch for “Mature Audiences Only: Event Marketing for Senior Housing Part II” next week (or next month, in the case of our newsletter), when we will examine how to promote your event and assess results.

It’s addicting!  The fast-paced, ever changing world of public relations and marketing captures your interest and keeps you charged up to learn more everyday.  I love to find the best ways to tell our client’s stories and man, they have awesome stories!

It’s my job to discover our client’s goals and then match the best processes to achieve them, within their budgets, of course.  I get to explore traditional, digital and every manner of communication to determine which tactics, whether it is direct mail or TV advertising, a new website or PPC (to name just a few) will efficiently and effectively capture the attention of prospects. 

I also get to work with great people at IVY – they’re creative, fun, caring and super smart.  We’ve all been around the industry a while so there is not a novice among us.  Our clients are very cool too and totally passionate about the services they offer.  We’ve been working with most of them for years so we know they truly care about being innovative and responsible to the markets they service.  I have great admiration for all of them and look forward to every day. 

It’s true what “they” say, if you love what you do, you won’t work a day of your life!

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IVY was established in 1990 with a basic premise to offer professional, ethical and highly creative marketing, advertising and public relations services. We have successfully maintained our core values and have been part of many amazing projects, client growth and changes in the world of marketing that continue to happen at lightening speed. Most of our clients serve older adults in some capacity so we keep abreast of the opportunities and challenges they face.   Each day, we keep it real and fun and consistently deliver positive results to our clients and their markets.

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As a hybrid graphic and digital designer/web developer with over 17 years of experience, I am always on the lookout for innovative digital and print visual communications. IVY Marketing Group’s broad range of projects keeps my job challenging and rewarding, as each campaign is a new and exciting opportunity to effectively communicate our clients’ messages and help them achieve their goals. It’s my passion!

My body of work encompasses a diverse design style and wide base of clients, ranging from national associations, small businesses and big name brands like Hyatt and LiftMaster. I firmly believe that form follows function and highly value the communicative power of simplicity. 

Areas of professional expertise include Photoshop, InDesign, Illustrator, Word Press, Responsive Design, CSS3, and HTML5. The industries I’ve served include senior living, health care, hospitality and finance.

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All my life, I have loved writing. As a child, I could often be found in my room “writing a book.” While “novelist” is not (yet) on my resume, I am a storyteller. I believe that everyone and everything has a great story, and it is my joy to find that story and share it with the world.

After earning my bachelor’s degree in journalism and completing my master’s studies in the same field, I joined a small advertising agency with powerhouse clients in the hospitality industry, such as Hyatt, Hilton International and Carnival Cruise Lines. I began as a proofreader and achieved the position of senior copy writer within a year.

After my first son was born, followed by two more, I started a freelance writing business that included (among several others) such clients as Advocate Health Care and Coldwell-Banker Realty. Clients in the education arena included DeVry University’s Becker CPA and Stalla CFA Reviews, DePaul University, and Naperville School District 203, for which I won two state public relations awards.

For nine years, I was employed as Communications Director for a large faith community, where I managed all aspects of internal and external communications. I was writer, editor, designer, web master, and content manager.

As such, I am experienced and comfortable writing multimedia for a broad variety of industries, products and services.

I joined IVY Marketing Group in 2013, when I began writing client press releases on a freelance basis. I loved the work—and my teammates—so much, I was thrilled when I was invited to come on board in a greater capacity.

I have immensely enjoyed getting to know our valued clients in the senior housing industry, the people they serve, and telling the many wonderful stories that come out of content marketing done right—with the love and care our IVY teams puts into everything we do.

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It all starts with one idea. Working with the Ivy creative team for over two decades has always meant taking one great idea and bringing it to life to help our clients meet their goals. We enjoy the challenges offered with every creative opportunity and try to make the design process itself enjoyable for our clients.

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Making certain that the projects IVY produces are word- and picture-perfect is my specialty. But I also love implementing marketing campaigns and programs that bring our clients success. Details are my thing, so it is a pleasure to have worked with IVY twice now, first after college four years ago and, recently, for the past two years.

The IVY Group is a terrific team of creative, positive and talented professionals that I love working with and, judging from the length of stay of our clients, I think they love our team, too!

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Rock-climbing, training for an 80-floor stair climb event, running a 5K…This is just a tiny peek into what people 20 and even 30 years older than I am, are doing on a fairly regular basis at some of the retirement communities that IVY represents.

I’m of the generation that still has reoccurring nightmares about what the next step looked like when my grandmother could no longer live by herself. The very best option at that time was living at a “facility” and  included eating rubbery chicken and playing an occasional game of BINGO. Period. That’s why my parent’s generation begged us not to ever put them into “one of those places.”

I am so proud that IVY’s clients are at the very forefront of an industry that creates opportunities, challenges, and most of all freedom for seniors, allowing them to explore hobbies, interests, passions…the next chapter of their very full lives.

I feel reassured for my own future. Even more, I feel honored to be able to share the impactful stories about this paradigm shift in the world of senior housing. What we hear and see at our clients’ communities is fascinating and inspiring!

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Keeping up to date on new public relations strategies, online engagement tactics, and promotional tools is my passion.

With my hospitality background in marketing top Chicago restaurants and hotels, I was eager to bring fresh concepts and communication strategies to our clients and have really enjoyed learning various industries.

Our clients have such exciting and unique events and programs, which really makes it motivating for me to make the most of their content.  Results like increased sales leads, website visits and social media connections make everyday rewarding and interesting.

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I oversee, plan and implement projects and processes at IVY.  Often,  I am the conduit between our writers and designers, with printers, and other vendors to fulfill the marketing needs for our clients. I also manage media buys and coordinate production of advertisements.

Working for a flexible and fluid company that is constantly growing, changing and evolving is fun and rewarding. There is always something new to learn.

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My bio has a big blank in the beginning—Mom and Dad rescued me in Wisconsin, and no one really knows my origins. They were probably ruff. What matters though is where I am now, running IVY Marketing Group. There are humans here who think they’re in charge. In truth, they do actually have amazing experience in content marketing and public relations, but I’m super important and the center of attention. I mean, look at this face. Right? And I know I’m the top dog because honestly, I’m the only one allowed to sleep through staff meetings and eat things that people drop on the floor.

The fact is though that I truly love staying awake at staff meetings. Everyone talks and laughs and they’re always excited. That surprises me a little because it’s not like anyone has thrown a ball to play fetch or anything. But I guess what gets my pack of peoples’ tails wagging is their work and their clients. I don’t know what a website or a blog is, but I do know that my pack must be good at them because they’ve earned all sorts of awards for these and other things. My bed had to be moved because the framed certificates were taking up so much room. Despite the inconvenience, I’m proud of these awards!

I serve several important purposes at IVY. I always let Mom (and the world) know when the mailman is here. When people come into the office, just one (usually) quick non-invasive (usually) sniff, allows me to determine important characteristics…like if they had anything good for breakfast, own any pets (pet owners are the best!) or if they stepped in anything on the way in. (It’s sort of like me conducting a first job interview.) I generously share my tummy because I know people like to give it a good scratch. I always give kisses, whether one is feeling lonely or not. And I’m always happy to share someone’s meal, especially if they’re trying to lose weight. My pack describes me as being engaging, amusing, and entertaining. (When I hear a siren, I “sing” along and it makes them laugh.) NPR talks about the benefits of having a pet at the workplace. Studies show pets lower stress hormones and improve morale and productivity. I wholeheartedly agree that a dog in the workplace is the best thing since rawhide bones.

As for my pack of people at IVY…they are amazing and always make my tail wag!

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I could not be more thrilled to work alongside the IVY team.

For over 25 years, I have been employed in top executive positions across the Chicago area and have consistently built profitable businesses, generated sales, and developed and launched new product lines.

Strategically positioning companies and commodities for growth is a strong suit I’m eager to bring to ResponderHub™, IVY’s new crisis communications solution. I’m also excited to help expand IVY’s reach in the senior marketing industry.

I believe people are more open than ever to thinking outside the box and looking at new ways to reach their customer base, while at the same time reducing their cost of sale. The senior industry is exploding, and IVY is perfectly positioned to respond to the need for innovative, quality content marketing services and effective crisis communications.

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I love being able to use my skills to help improve other people’s lives, and with a growing elderly population, it’s important to create meaningful and user-friendly digital solutions to aid the senior living industry.I have a wide range of technology and design skills with a deep interest in Human-Computer Interaction– helping IVY provide outstanding web design and print design services. IVY has a long-proven track record of excellence, and I’m proud to be able to help carry on that tradition. 

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