Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012

A Marketing and Social Media intervention Discover Your Inner Marketer: Advocating for Child Care Using Modern Marketing StrategiesNACCRRA Annual Policy Symposium March 9, 2012 Fran Simon | Engagement Strategies, LLC

My Inner Marketer/AdvocateWas lurking behind my outter child care administrator

Then, one day… Convert Awareness The (FILL IN THEEvaluation BLANK) Consideration Cycle Interest

Apply this to Convert Awareness •Enrollment •Fundraising •Recruitment ConsiderationEvaluation •Marketing •Selling •Advocacy Interest •Engagement •Romance

Lesson 1:Stories Connect PeoplePeople listen to, care about, and buy from people they know, like and trust. AUTHENTIC stories connect

And,YOU?

Today’s Plan1. Working it out!2. Marketing basics3. Social media shift4. Social Media Sites

* Outreach * Promotion * Advertising * Positioning ** Recruiting * Persuading * Convincing * Advocating * * Lobbying * Demonstrating * Prospecting * * Educating * Whatever you call it, marketing is not a dirty word

Marketing has everything to with child careIf they can’t find you, they can’t interact with you or advocate for you.

How To Get

Do you feel better, yet?

MarketingMarketing is the activity, set of institutions, and processes for creating,communicating, delivering, and exchangingofferings that have value for customers, clients, partners, and society at large. (American Marketing Association)

Marketing • processes• communicating • offerings• target audiences

Target ECE Marketing/Advocacy ecosystemParents Staff Supporters Partners Funders Community Donors Policymakers

Marketing Communication Evolution Conventional Wisdom:EVOLUTION Pushing out messages Social WisdoM (Before Social media) Inviting engagement and INTERACTION 17

Promotion…the communication linkbetween sellers andbuyers for the purpose of- influencing,-informing, or-persuading, “buyers” - Dictionary.com It’s outbound!

Engage(men• involve people intensely t)• attract people• draw people into conversation• to take part or participate - World English Dictionary It’s interactive!

Getting Found (Inbound Techniques) BlogsSEO Social media Free Content DataConversion 20

What works?PUSHFearHypeMake the pain stop -OR- Pull Money Compelling stories Illustrative data

FREE WORKS White papers, reports, webinars,newsletters get people into your world… So, then what?

Capture information

Collecting Data Is notNecessarily evil

how you use Data is what counts

NurtureNeeds nutrition.Needs relationships.Needs interaction.Needs stimulation.So do your new

Conversion =People taking the action youwant them to take •Enrolling •Donating •Advocating •Volunteering

Got Data?Do good

In touch with your inner marketer, yet?

Traditional EngagementPromotional Toolkit Toolkit •Ads •Email •Mail •Web site (SEO) •Phone Book •Digital Ads (PPC) •Exhibits •Social Media •Presentations •Free Content •PR •Advocacy software •Lobbying (?)

It’s not magic, mysterious, ormystical, but it’s complicated!

PaidThis is where you want yourprogram to be listed Organic

My Point?Modern marketing/advocacy: –depends on SEO –impacts SEO –It’s complicated Hire an expert or buyMarketing automation software

SocialMedia won’twork all by itself You still need comprehensive marketing, PR, advocacy and outreach

Exhibit A: Traditional + Social

Social Media Myths It’s easy!  It’s FREE!  It’s INSTANT!  College kids are gr8 at it!  It’s fun! Anyone can do it! 40

You have to make something happenThat’s why they call it “interactive” 41

Social Media Realities  It is pervasive  It is high-impact It plays nicely with other tactics

Professional Social Media :is art and science that takes: • Openness • Planning • Policies • Training • Persistence

Do Not give It to the intern

Getting Started: Policies FirstWhat your organization CAN DO and how to do it. Keep it positive and instructive!

How much SOCIAL? ABOUTof your overall marketing mix 46

Content is King I’M I’M TALKING TALKING TO YOU TO YOU I’MWhat does TALKING I’M TALKINGthis mean TO YOU EVERYONE for myprogram?Everyone generates content

Post “Cravable” Content • Blog posts • Videos • Email newsletters • Events • News • Website content • Other Flavors

Share the right amount of informationBLAH,BLA Is it my turnH, to talk? How can IBLAH!!! respond?80% 20%Value Added Promotion 49

Jump into the stream Reacting to and engaging with other organizations and people is as important as telling people about yours.

Diving in to social media

BloggingVery deep, robust, & broad

What’s a blog? “Web log” Conceived as online journals 156 mil blogs Blogs in Plain English

Why blogs and 03Blogs websites? WebsitesLess formal FormalAllow (invite) One to manycomments communicationImmediate Reviewed and editedWeave in links to Intended to keep theother sites, blogs visitor on the siteFocused, current, Comprehensive:and topical products, services,Updated frequently More static (except news, sales, press)

Increase SEOWhy Blog? 03 Attract people Engage personally Provide commentary Humanize

Read B4 blogging• 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 http://earlystories.org/• Language Castle: http://languagecastle.com/wordpress• 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-2

Comparing the Platforms Facebook Twitter LinkedInPrimary Personal Personal & Professionalpurpose Networking Business NetworkingCore Personal Profiles Both Types Professional ProfilesEase of Complex Very Complex Straight-forwardUseECE Depends on Target Moderate, but very Moderate, butAudiences tight professionalUsers 500 M + 80 M + 120 M +Best for Connecting & Broadcasting Connecting & Listening to the Listening Building Public and Networks with community Influencers 57

Fast, Complex, Broad, Not Deep Twitter

#ecetech #earlyed#earlychildhood #naeyc#prek #naeycac#preschool #headstart#childcare #ece

LinkedInSlow, Robust, Deep & Broad

#1 MisconceptionIt’s for job searching 61

“Propersonal”• Not anonymous • Professional 62

Core• Professional Profiles• Groups• Status updates• Company Profiles 63

FacebookFast, Complex, Broad, Vast

1 thing to rememberBusiness pages

Gr8 Examples of ECE on Facebook•NAEYC• McCormick Cntr 4 Early Childhood Leadership• National Head Start Association• Child Care Resource Center, Ohio *• Children’s Defense Fund *• Bright Horizons•Teach Preschool * 23,000 + (WOW!)• Teaching Strategies• Language Castle• The InvestiGator Club• Erikson Institute• Early Childhood Investigations

Final Points1. BE PROUD. You must be visible to advocate, raise funds, provide services.2. TELL YOUR STORY. People are influenced by people and organizations they like and trust.3. Nothing (good) is easy, instant, or free!4. Collect data. Focus on SEO.5. EMBRACE YOUR INNER MARKETER. Your program or cause depends on it.

Thank you! 68

People /Sites you should 03 Beth Kanter know John Haydon Mashable, Social Media Linked Strategies Hubspot Marketing Resources

Additional Resources Social media resources for getting started Social Media planning tools on my site Twitter Tips, Tricks, and Power Tools LinkedIn Presentations

http://www.esbyfs.com	1518
http://www.engagestrat.com	553
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