marketing and social media intervention for connecting with parents
DESCRIPTION
A presentation by Kare Lehnhardt and Fran S. Simon at Leadership Connections, 2012, by McCormick Center for Early Childhood Leadership.TRANSCRIPT
A Marketing andA Marketing andSocial Media interventionSocial Media intervention
Leadership Connections May 18, 2012
Fran Simon | Engagement Strategies, LLCKara Lehnhardt | McCormick Center for EC Leadership
Your Marketing and Social Media Therapistsp
And YOU?And,YOU?
ExperienceExperience
Experienced, formal p ,courses 11% Expert 0%
Very Limited‐ on the job 44%
Moderate on the j b d k hjob and workshops
44%
TechniquesTechniques
Activity:What’s your self diagnosis?Activity: What s your self diagnosis?
The ZenMarketerThe Nauseous The UndiagnosedThe Emergency The Zen Marketer
I’m currently implementing
The Nauseous
My program has a marketing or social
The Undiagnosed
I’m not sure what’s working with my
The Emergency Room Patient
My program successful marketing and social media strategies in my
media strategy, but I know some parts aren’t working.
program’s marketing or social media strategies.
y p gdoesn’t have a marketing or social media strategy or I know my strategy
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strategies in my program.
know my strategy isn’t working.
Don’t worry. We’re here to help!Don t worry. We re here to help!
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Today’s Plan• Find out why marketing isn’t a dirty word
• Thinking about stakeholders
k• Marketing 101
• Break• Break
• Expanding the tools in our marketing mixExpanding the tools in our marketing mix
9© Fran Simon Copyright, 2012
* Outreach * Promotion * Advertising * Positioning ** Recruiting * Persuading * Convincing * Advocating
** Lobbying * Demonstrating * Prospecting *
Whatever you call it, * Educating *
y ,marketing is not a dirty word
Marketing hasg
everythinghigh quality early childhood services
If f ili ’t fi d If families can’t find you, you can’t provide services.
Marketing and social media help you
Get foundG fo nby the right people
Do you feel better Yet?Do you feel better Yet?
Don’t panic. Don’t panic. Marketing andMarketing andMarketing and Marketing and social media are social media are simply forms ofsimply forms ofsimply forms of simply forms of communicating communicating with yourwith yourwith your with your stakeholders.stakeholders.
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The History of Twitter www.datamation.com
Activity:Identifying your stakeholders
Children
ParentsRegulating
Y
Parentsagencies
Your program
EmployeesFunders
BoardCommunity
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BoardCommunity
Communicating your message:Early childhood stakeholders
Children
ParentsRegulating
Y
Parentsagencies
Your program
EmployeesFunders
BoardCommunity
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BoardCommunity
Thinking from the viewpoint of k h ldyour stakeholders
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Communicating your message:Early childhood stakeholders
Children
ParentsRegulating
Y
Parentsagencies
Your program
EmployeesFunders
BoardCommunity
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BoardCommunity
What parents care about and need
20© Fran Simon and Kara Lehnhardt Copyright, 2012
All parents,regardless of their race, ethnicity, gender, class, socio‐economic status, or ,culture, want need andwant, need, and expect th thithe same things from their child care…
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Of course they expect…
Of course they expect…expect…expect…
The basics: Healthy food, water shelter
The basics: Healthy food, water shelterwater, shelterwater, shelter
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And, of course they expect their children to be physically and emotionally safe.p y y y
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All parents want their children to be lovedand to belong in a gcommunity.
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All parents want their children to
feel good about themselves
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They want their children to learn and haveThey want their children to learn and have
enriching experiences.26© Fran Simon Copyright, 2012
They want their childrenThey want their children be ready for school. 27© Fran Simon Copyright, 2012
And don’t forget…Parents need, want and expect to be able to
fi d hildfind child care …
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Wh hWhen theyd ineed it…
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And, it must be affordable,
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TheyThey want, expect andand
deserve th b tthe best
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Parents and program staff want theParents and program staff want the same things! 32© Fran Simon Copyright, 2012
Do you communicate with parents basedDo you communicate with parents based on what you
KNOWKNOW
they need, want and expect?33
© Fran Simon Copyright, 2012
ng Product Price
tin Product Price
Target
rk
ea
r
P tiPlM PromotionPlace
What is your product?Services
Policies Products and
PhilosophiesServices
Philosophies
Activity:T li S lTraveling Salesperson
What is it we sell?What sets your “product” apart?
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Marketing Communication Evolution
Conventional WisdomConventional Wisdom:Pushing out messagesE
V g g(Before Social media)
l W M
VO
LU
Social WisdoMI iti t
UT
ION
Inviting engagementand
N
and INTERACTION 37
Conventional Wisdom:Conventional Wisdom:TO GET PEOPLE TO TRANSACT
WE SELL, YOU BUYINTERRUPTION MARKETINGINTERRUPTION MARKETING
l W mSocial WisdomTO GET PEOPLE TO TRANSACTTO GET PEOPLE TO TRANSACT
WORD OF MOUTHWORD OF MOUTHPERMISSION MARKETING 38
Thinking about Transactions:
What do transactions look lik i ?like in your program?
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Promotionthe communication link …the communication link
between sellers and buyers for the purpose ofbuyers for the purpose of
- influencing,g,-informing, orpersuading “buyers”-persuading, buyers
- Dictionary.com
It’s outbound!It s outbound!
Engage(ment)Engage(ment)• involve people intensely
• attract people• attract people
• draw people intoconversation
t t k t • to take part orparticipate
World English Dictionary It’s interactive!- World English Dictionary It s interactive!
AwarenessConvert
The
ConsiderationEvaluation
(FILL IN THE BLANK)
CycleCycle
Interest
Parent Engagement EvolutionConventional Wisdom
• Tell parents• Tell parents• Inform parents• Educate parentsEducate parents
Social Wisdom• Invite parents to engage
• Give them reasons to say good thingsPSSSTT…THEY ARE TALKING ABOUT YOU
43© Fran Simon Copyright, 2012
Take a break… You’ve earned it!
30 minutes!
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Activity: Tools in my marketing mix
Traditional Traditional SocialSocialToolkitToolkit ToolkitToolkit
•Web site•Mail
•Ads
Social Media
•Digital Ads•Phone Book
•Social Media • Flyers
• Brochures • Word of mouth
• Events • Rating sites
• SEO/SEM
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SEO/SEM
Every Program MUST have a website!have a website!
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SEARCH ENGINE OPTIMIZATION
Child care, my town, my state
Getting FoundFreshContent
Through SEOSocial
Content
Social media
Blog
Good design
Images Key
design
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gand media
LinksTrafficKey
words
Local Search
Local Search
Local SearchLocal Search
• Claim business listings through Google'sClaim business listings through Google s, Yahoo!'s, or Bings's respective local business centerscenters.
• Claim free local listing with Google Places
• Regular street addresses displayed in hi d bl imachine‐readable text, not images
WebsitesWebsites
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Is eMail Dead? NO! It connects the dotsIs eMail Dead? NO! It connects the dots
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Social Media Myths It’s easy!
It’s FREE!
It’s INSTANT!
It is all you have to do!
57 It will increase enrollment!© Fran Simon Copyright, 2012
Professional Social Media :Professional Social Media :is art and science that takes:
• Openness
is art and science that takes:
• Openness• Planningg• Policies• Training• Persistence• Persistence
58© Fran Simon Copyright, 2012
BUTBUT…Social MediaSocial Mediawon’t workn
all by itself
Y till dYou still need comprehensivemarketing
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What do parents do in the i l di db ?social media sandbox?
Meet AskMeet Learn
Ask Invite
Share Listen
The universe’s largest 24/7/365 sandbox
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g…accessible anywhere
© Fran Simon Copyright, 2012
Be Present where parents go
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How much SOCIAL??ABOUT
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of your overall marketing mix
Questions for your interventionists?
Getting SocialGetting Social
FacebookFacebook
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Facebook StatsFacebook Stats
800+ million users worldwide800 million users worldwide
50% of users log on every day
Consumer Peer to Peer Networking,Consumer Peer to Peer Networking66© Fran Simon Copyright, 2012
1 thing to remember1 thing to remember
Business pages
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Link FB Contests
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Gr8 Examples of ECE on Facebook
•NAEYC• McCormick Cntr 4 Early Childhood Leadership• National Head Start AssociationNational Head Start Association• Child Care Resource Center, Ohio *• Children’s Defense Fund *• Bright Horizons• Bright Horizons•Teach Preschool * 23,000 + (WOW!)• Teaching Strategies• Language Castle• The InvestiGator Club• Erikson Institute• Early Childhood Investigations
70© Fran Simon Copyright, 2012
Fast, Complex, Broad, Not Deep
TwitterTwitter
Twitter Stats•200 mil users1
Twitter Stats•200 mil users1
• 110 mil active users every day1110 mil active users every day
• 200 mil tweets per day2
•1.6 bil search queries per day2
• Median age: 312
1Forbes.com 2Social Media Today Twitter in Plain English
But, what is it?But, what is it?
“Microblogging”‐ 140 character messages
Getting startedGetting startedGet in there and lurk
Follow other similar &programs &
organizations…
To learn it View videos and webinars…
To learn it
Get a social media b dd !
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buddy!© Fran Simon Copyright, 2012
Activity: My prescription for successct ty: y p esc pt o o success
1) Based on the information gathered in today’s session, I realize my marketing strategy needsneeds…
2) Based on the information gathered in today’s session, I’m ready to try….
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4 Final Points4 Final Points
1. A strong marketing plan includes a strong social media plan
2. A strong social media plan is only one l t f t k ti lelement of a strong marketing plan
3 N thi i i t t f !3. Nothing is easy, instant, or free!
4 You can do it Your program depends on it4. You can do it. Your program depends on it.
03People /Sites you should know
Beth Kanter
John Haydon
Mashable, Social Media
Linked Strategies
Hubspot Marketing Resources
Additional ResourcesSocial media resources for getting started
S i l M di l i t l itSocial Media planning tools on my site
Twitter Tips, Tricks, and Power Tools
LinkedIn Presentations
Bonus: Great ECE Blogs
• Birth to Thrive Online: http://birthtothrive.thrivebyfivewa.org/
• Early Ed Watch: http://earlyed.newamerica.net/blogmain/
• Lead from the Start http://circle-time.blogspot.com/
Early Stories • Early Stories http://earlystories.org/
• Language Castle: http://languagecastle.com/wordpress
• Preschool Matters Today: http://preschoolmatters org/Preschool Matters Today: http://preschoolmatters.org/
•The Grass Stain Guru http://grassstainguru.com/
• Teach Preschool http://www.teachpreschool.org/
• 140+ In The Moment http://fssimon.wordpress.com/
• Early Childhood Investigationshttp://earlychildhoodwebinars com/blog 2http://earlychildhoodwebinars.com/blog-2
Thank you!
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