I started last week at South by Southwest where I learned as much about new media tools from the presentations as from watching the insanely networked attendees. (See my earlier blog entry on SXSW and Boomers.)
And I ended the week at Mary Furlong’s What’s Next Boomer Business Summit, where this year’s theme was social media and the Boomer marketplace.
While the crowds were different (to say the least), the messages were very much the same.
It is not a surprise that marketers in 2009 are obsessed with reaching consumers through digital and social media. What surprised me was the obviousness of a resulting conclusion. The Internet is not going to create just one (or even two) dominant “Boomer” sites. The Internet is going to see multiple sites that successfully address (and build communities around) specific emotional and functional need states among Boomers.
While anyone (and everyone) may join sites like Facebook and LinkedIn, the world of Boomer websites is increasingly looking like traditional magazine publishing: a world of thriving niches that speak to real interests and needs (and unlike magazines, build communities around them).
Some of these websites:
- Caring.com, where Founder Andy Cohen has built a site that provides support and information around one of the Boomer’s great life challenges.
- Grandparents.com, which recognizes that someone is not likely to define herself as a “Boomer” but is likely to define herself as a “grandmother,” and in that role is hungry for all kinds of information and community support.
- For Boomers trying to find greater meaning in the work they do, there is Encore.org (to find jobs that generate income) and Volunteermatch.org (to find and discuss opportunities to give back).
- And, of course, VibrantNation.com, where smart women 50+ connect over topics that are unique to their lifestage.
Each of these sites addresses a differentiated need state that is practically unique to Boomers. But none of them targets “Boomers” as such, and this marks important progress.
A year or two ago, building websites for Boomers seemed like a race that would have only one winner. Now it seems more like an explosion of opportunity where there can be as many successes as there are meaningful affinities or need states that form a critical mass.
As the irrepressible Guy Kawasaki (channeling Chairman Mao) said at the Boomer Business Summit about what we learn from startups: Let 100 Flowers Bloom!
I am generally happy with this website. I think it is targeting a good group of women. I do, however, find one thing anoying… I find it hard to find the exact link I want to comment to and I find it hard to know which category it will be found under. No matter what women over 50 are thinking, you seem to have an article for it – kudos to you!
I, too, am struggling to navigate….but I am a boomer and there is no wall I cannot scale, no roadblock I cannot make detours around…whoo hoo….ollie ollie oxen free
Even though I embrace new technology, there are still days when I cling to my hand-held can opener for support. While you have obviously spent many hours, making VN an intuitive journey, it is almost overwhleming to navigate. I feel like I have been dropped into Macy’s at mid-night and told “GO SHOP!” Too much to grab hold of! Over here—no, wait, over HERE! VN–don’t stop—you are on the right track. Love the fresh graphics. Love the choice in type size. Love the sophistication. Love the information. Love the acknowledgement of my post—although it would be nicer, coming from you, directly. Hey, you don’t have anything else to do, right????
Shewolfnative and Screams of Consciousness,
May I suggest you take a look at our video tours? I think you’ll find the third one down on this page very helpful:
How to use this site.
It’s called “Getting the most from VibrantNation.com” and contains information about where to find what you’re looking for on the site.
And, of course, you can always call us at 1-888-9Vibrant if you need help. We’re here for you!