1. Tools, systems, and secrets from Wilder Foundation’s Caregiver Services

2. INTRODUCTIONS Sarah Lahr Jamie Millard

4. In Minnesota, over 90% of all care for elders is provided by family members and close friends. By 2030, twenty percent of the Minnesota population will be over the age 65. The majority of these elders will be dependent on a family caregiver.

5. WHY SOCIAL MEDIA? Wilder launched a five-year program expansion in 2011 with the following goals: – Increase caregiver identification – Develop new services that are responsive to caregivers’ needs – Increase the number of caregivers accessing these services.

6. WHY SOCIAL MEDIA? A study by the Pew Research Center found that 88% of caregivers look online for health information. Wilder realized that we needed to engage caregivers more online in order to be effective in our outreach.

7. INSIDE THE TOOLKIT OUTCOMES Understand how different social media tools could fit with your organization Easy access to ready made tools and systems Feel empowered that social media can work for you no matter your organization’s size or budget HOW IT WORKED

8. KNOW YOUR STRATEGY An Organizational Strategy A Social Media Specific Strategy Objective 1Objective 2Objective 3

9. WILDER’S STRATEGY ENGAGE MORE CAREGIVERS ONLINE Use Facebook, Twitter, and Blog to reach more caregivers online Increase awareness and access to Wilder Caregiver Services Provide resources AND emotional support online to caregivers Demonstrate Wilder’s leadership and expertise

10. VALUE PROPOSITION

11. LANDSCAPE REVIEW

12. VALUE PROPOSITION Based on learnings from the landscape review and purpose behind the overarching strategy, develop a value proposition that will guide all editorial decisions across the social media platforms.

13. VALUE PROPOSITION Provide emotional support for caregivers online — Wilder cares for the caregiver. blog facebook twitter

14. BLOG

15. Create a prominent blog housed within Wilder’s Caregiving Resource Center which will feature the stories, frustrations and triumphs of caregivers – proving Wilder Cares for the Caregiver.

16. BLOG TOOLKIT Mood Guide Blog Guide Schedule

17. BLOG CASE STUDY

20. FACEBOOK

21. Transform the Wilder Caregiver Community’s Facebook page into a supportive, emotional outlet by featuring inspiring and relatable stories for caregivers seeking affirmation that they are not alone in their caregiving journey.

22. FACEBOOK BEST PRACTICES: Publish regularly (at least daily) Include photos, links and media rich content when possible Create opportunity for engagement by posting stories, questions, and day- to-day highlights Encourage the community to share and engage

23. FACEBOOK TOOLKIT Editorial Calendar

24. FACEBOOK CASE STUDY

28. TWITTER

29. Create a Wilder Caregiver’s Twitter that sets out to engage with targeted influencer networks by providing frequent updates, news, and resources demonstrating how Wilder Cares for Caregivers.

30. TWITTER BEST PRACTICES: Publish regularly (multiple times a day) Include links, mentions of other accounts, and hash tagged-keywords when possible Listen to relevant conversations and chime in when appropriate Build lists of targeted influencers to proactively engage with

31. TWITTER TOOLKIT Twitter Calendar Types of Content

32. TWITTER CASE STUDY

33. "We most often become #caregivers through unforeseen and unplanned-for circumstances."#caregivers Doing inspirational quotes similar to what we post on Facebook has been successful and gets a great deal of engagement:

34. TWITTER CASE STUDY “Excited to hear the conversation on the future of #Medicare and #SocialSecurity @aarpmn #caregiving #aging #boomers”#SocialSecurityaarpmn#caregiving#aging #boomers Mentioning others in a tweet cues them to retweet the post as was done with @aarpmn here:

35. TWITTER CASE STUDY “Rocking the @mallofamerica for #caregivers with the band Reckless. Thank you White Dove Foundation! pic.twitter.com/tfLcSJnxdy #caregiverthanks”@mallofamerica #caregivers pic.twitter.com/tfLcSJnxdy #caregiverthanks A lesson on live tweeting:

36. MEASUREMENT

40. Twitter TweetsCommentsRe-tweets 1-Jan42 2-Jan313 3- Jan 623 4- Jan 2 5- Jan 112 6- Jan 7- Jan 1 8- Jan 523 9- Jan 2 2 10- Jan 31 11- Jan 1 3 12- Jan 112 13- Jan 14- Jan 15- Jan 321 16- Jan 211 17- Jan 424 18- Jan 522 19- Jan 1 20- Jan 11 21- Jan 11 22- Jan 2 2 23- Jan 521 24- Jan 413 25- Jan 26- Jan 731 27- Jan 31 28- Jan 222 29- Jan 111 30- Jan 31- Jan Total683037 Facebook PostsCommentsSharesLikes 14217 12110 1144 1113 1248 13214 1329 26316 9221981

41. MEASUREMENT

45. MEASUREMENT CASE STUDY

46. This presentation was supported, in part, by a CS/SD grant from, Department of Human Services (DHS). Points of view or opinions do not necessarily represent official DHS policy.