Transcript Revised Digital Strategy for ABC Health

Revised Digital Strategy
for ABC Health
Group: “Over the Hill but not Six Feet Under”
Jacob, Larisa, Ludan, Monique
Social Media & Older Adults
■ Late adopters of technology
■ TV and printed newspapers remains the primary source for
information
 12% of adults age 65+ and 32% of those ages 50-64 years
old own a smartphone
 Adoption rates for those 65 and older have tripled in the last
four years (from 13% in the spring of 2009 to 43% now).
 Strategy: Focus on YouTube-since the platform is closest to
“TV”
 Use of social media is viewed as an “accomplishment” in
Seniors.
Branding Dr.B - “He’s a Bit of a Baldwin”
Branding Dr.B
1. Chief Health Correspondent vs. Chief Health & Medical Editor
2. Personalize his ABC bio pg (e.g., efforts worked on not just CDC
creds etc… - give it a human angle & meaning)
3. Increase visual presence
● 1 min videos on site
● Re-occurring health segment on ABC
● ‘Ask Dr.B’ headshot icon on main health pg
4. Tend to trust & refer back to 1 individual for health news
5. Establish Dr. B as an “authority on health”
6. Clean up Dr.B’s Twitter: followers >> following
Social Media Opportunities
YouTube as #2 search engine
Role of grandparents as advisors wrt child rearing
Opportunity for reciprocation through word of mouth with Twitter
(grandkids) & ads or health news articles on FB (50+ year old kids)
#DrBchat
#askDrB