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 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 - Hes 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.Bs 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