As the Internet has become a primary starting point for any senior living search, the growing field of web site analytics has gained even greater importance. This GlynnDevins webinar focuses on why individuals in the field of senior living should care about measuring digital tactics and explains what is most important to focus on first.

Intro: How to track web site performance through analytics from GlynnDevins on Vimeo.

Webinar below:

How to track web site performance through analytics from GlynnDevins on Vimeo.

Just a few days after the launch, and the world is abuzz with talk of the iPad. Critics are saying that there are some key pieces missing; however, as I started learning more about the iPad, I think there are some reasons why the senior audience might like it:

1) Viewing/reading/engaging will be much easier on the larger screen (larger than an iPhone or other small device).

2) The keyboard will be larger, making typing easier.

3) Some of the struggles/frustrations seniors have had with computers could be eliminated by using this intuitive device.

4) It’s lightweight.

Which brings me to the next question…If seniors are going to start using technology like the iPad, what types of apps can we design that would be helpful during our communities’ sales process, for adult child communication or for current residents?

At GlynnDevins, we have many ideas swimming around in our heads for apps that would help senior living communities engage with prospects, adult children and residents in an interactive format.

Here are a few general app ideas we’ve been thinking about and working on (all of which could be sponsored by your community, of course)…

-Pill reminders

-Custom tie-ins to your wellness programs (daily reminders, exercise logs, etc.)

-Sponsored games (for fun or to exercise the mind)

-Calendar that lists all activities in a given day, including reminders for big events

-Community e-reader library — community purchases downloadable books and then provides them in a digital library for free resident or prospect use

What app ideas do you have for your community?

Think the 65+ crowd is still dragging their heels when it comes to adopting the Internet? Think again. At GlynnDevins, our clients are generating approximately 20% of initial inquiries via the Web, and the latest Nielsen research report emphasizes the tremendous growth in the 65+ segment.

In case you missed the report, here are the highlights from Nielsen:

• Internet usage among 65+ users is up from 11.3 million in Nov. 2004 to 17.5 million users in November 2009. That’s a 55% increase in just half a decade.
• Time spent online by seniors is also growing, with the monthly average increasing from 52 hours to 58 hours.
• What are the 65+ using the Web for? (There is a top 10 list in the article.) Here are the top rankings: 88.6 percent use it for email, 68.6 percent for maps, 60.1 percent for checking the weather and around half use the Web for paying bills and/or posting photos.
• What sites are they visiting? Google Search is unsurprisingly the site most often visited by seniors, with Windows Media Player close behind, thanks to the number of sites that require it. Facebook comes in third and YouTube is fourth on the list.

For more on this research report and a link to the entire study, check out this link:
http://tech.blorge.com/Structure:%20/2009/12/11/senior-web-users-on-rise-and-theyre-using-google-facebook-and-youtube/

And, if you would like to read more about senior Internet growth in general, the link below takes you to the Jan. 2009 report from Pew, which breaks out the 70-75 category at 45%:

http://www.pewinternet.org/Reports/2009/Generations-Online-in-2009/Generational-Differences-in-Online-Activities/2-Internet-use-and-email.aspx?r=1

It’s Wednesday, which means more answers to the great questions we received following our Building Relationships in a Digital World presentation at AAHSA earlier this month. This is the second blog in the 5-week series. Read the original post with all 10 questions.

Q3: How can I drive more people to my web site?
(Answered by Blake Hodges, Digital Media Strategist)

Paid search advertising is a great place to start. It’s the quickest, easiest way to ensure that a link to your web site displays when someone searches for senior living options in your area. Since Google has a 70+ percent market share for online searches, go with Google AdWords first. Expand your campaign to Yahoo! and Bing once you’ve established a comfort level. (While we’re talking about search, it’s important that your web site be properly optimized for search engines to include it in their natural search results and business listings.)

If you want to cast a wider net, technology allows you to run display ads on web sites only for people who fit certain geographic, demographic or behavioral parameters. Online display campaigns need to run 3-6 months to develop traction, and you need to buy enough impressions to make a splash. The creative execution is important, too, and make sure you know the cost per thousand impressions (CPM). If it’s above $10-$12, visits to your site will likely wind up being expensive.

Don’t forget about social media! Getting involved in select online communities, actively managing a Facebook or Twitter profile, or publishing a blog can also bring web site visitors. If you contribute to an online community, remember that you need to add value to discussions, not plaster links to your web site. If you Tweet or blog, share interesting vignettes about people at your community or the families that you help.

Finally – email. It is possible to buy an email list to solicit interest in your community. However, we generally recommend that communities use email marketing to communicate only with established leads. Email is a great way to bring people familiar with your community back to your web site to see your new blog post, event photos or web site video.

Are there other successful techniques you’ve used to drive people to your web site? Share them here!

Q4: What kind of video do you think works best on the web and how much do I have to spend to create a video?
(Answered by Janel Wait, Director, Digital Services)

I love video on senior living web sites! The evolution of video consumption via the web over the past few years is astounding, and senior living communities can really make videos work hard for them on their sites. Here are just a few reasons why video makes sense for senior living communities:

• Residents can tell you why they love where they live. Testimonials are much more compelling when you can see and hear the current residents talking about their experiences.
• Videos with doctors or caregivers who work in your community offer credibility.
• Prospects can get a better feel for the physical aspects of your community.
• Events and activities can be showcased so prospects can better understand what it is like to live at your community.
• Special programs and your unique approaches can be brought to life and emphasized via video.
• Videos shared on social networking sites can increase reach and inbound links to your web site.

Many different types of videos work well for senior housing on the web. Here are a few links to communities that are using video to set their communities apart:

-Brookdale has a comprehensive video gallery with doctor testimonials, program overviews, residents talking about how they’ve been able to do things they never would have without Brookdale — check out Jean Pettit’s skydiving video — pretty impressive! http://www.brookdaleliving.com/video-library.aspx

-Peachtree Hills Place also has a comprehensive video gallery on their web site, but what I especially like is that they’ve interspersed the video links throughout their site so they bring certain sections to life with more than just static content on a web page.  http://www.peachtreehillsplace.com/our_members/video_information_center.php

-Redstone utilizes a video on their home page to help prospects envision what it will be like when the community is operational. http://www.redstoneliving.com

-And don’t forget YouTube…check out what Immanuel Senior Living is doing with their branded video channel.  http://www.youtube.com/user/immanuelseniorliving

How much do I have to spend to create a video?

No longer do you have to spend a ton of money to produce videos that users will accept and embrace. The proliferation of user-generated content on the web with YouTube, etc., has created a lower threshold of acceptance for videos that demonstrate experiences.  

That doesn’t mean you can’t spend more money on a video you will use on your web site or in your sales office if you want a high-quality marketing video, but the lack of a large video budget shouldn’t keep you from considering video for your site.

More reading about using video on the Internet:

• Using Online Video Can Help Explain Complex Terms and Situations
• 5 Reasons Senior Living Communities Should Add Video to Their Web Sites

This is the first blog in the 5-week series focusing on the digital questions we received at AAHSA. We will have two answers each Wednesday, so check back or sign up for our blog emails so you don’t miss all the great content on the GD blog. Read the original post with all 10 questions.

Q1:  Are communities sharing more via their web sites? If so, how much is too much? 
(Answered by Janel Wait, Director, Digital Services)

There is no doubt that selling a senior living community is a personal sell, and the opportunity for a prospect to see firsthand what it’s like to really live at your community is priceless. However, the world is changing, and both adult children and prospects are going to continue to demand more web content. In the world of senior living, and I might be going out on a limb to say this, it’s time for communities to embrace the opportunity web sites provide to share more. It’s time to engage users and create compelling stories that inspire web site visitors to put you at the top of their list of communities they will visit, based solely on what they can learn online. In fact, I would tell you to put more on your web site rather than less. Especially if you’re targeting adult children who are looking for assisted, skilled or memory support for parents or loved ones. Senior living communities that don’t create a solid first impression or put enough on their sites will miss the opportunity to make the short list with this time-crunched audience.

Okay, so back to the question: Are communities sharing more via their web sites? Yes, I’m starting to see a shift here. Some communities are really sharing it all, basically opening up an online community for prospects and ACIs to see everything that is happening at their communities. But some are still hesitant to “share too much.” Don’t be. We recommend adding more testimonials, more video to build credibility, pictures from activities, sample floor plans and fresh content on a continuous basis.

And how much is too much? I think financial information is probably still a bit much for the Internet, because of the many different options our communities can provide residents based on living arrangements and services needed. Also, any confidential resident information should not be open for public consumption via the web.

I would love comments on what you think about this, as I know there are definite opinions on how to strike the right balance.

Q2:  What do I need to do to add Google Analytics to my web site? 
(Answered by Emanuel Walker, Senior Digital Producer)

No matter how large your web site, it’s very useful to be able know how many visitors are coming to your site, how they find you, what they do when they get there, and whether or not they fill out an information request form.

GlynnDevins utilizes Google Analytics for our client sites. If you don’t already have another form of web measurement (Web Trends, etc.) on your site, we recommend you add the Google Analytics code to your site, so you can start gaining insight into how your site is performing.

And did I mention that Google Analytics is free?

Google has put together a simple, step-by-step guide to add Google Analytics if you have a webmaster on staff to manage your web site. If you outsource your web site, contact your web provider and ask them to set this up for you. Or you can always contact us here at GlynnDevins, and we’ll be happy to answer any questions you may have.

Click here for the step-by-step guide and look forward to all the great research you’ll have at your fingertips in the very near future! By the way, if you ever have questions on what to measure, let us know — we’re happy to help.