A Marketing and        Social Media         intervention   Discover Your Inner Marketer:  Advocating for Child Care Using ...
My Inner Marketer/AdvocateWas lurking behind my outter child        care administrator
Then, one day…     Convert              Awareness               The             (FILL IN THEEvaluation      BLANK)      Co...
Apply this to    Convert   Awareness         •Enrollment                                •Fundraising                      ...
Lesson 1:Stories Connect           PeoplePeople listen to, care about,  and buy from people they    know, like and trust. ...
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                   ...
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,      ...
Marketing   • processes• communicating   • offerings• target audiences
Target ECE Marketing/Advocacy      ecosystemParents              Staff             Supporters          Partners           ...
Marketing Communication         Evolution              Conventional               Wisdom:EVOLUTION            Pushing out ...
Promotion…the communication linkbetween sellers andbuyers for the purpose of- influencing,-informing, or-persuading, “buye...
Engage(men• involve people intensely                  t)• attract people• draw people into  conversation• to take part or ...
Getting Found             (Inbound Techniques)      BlogsSEO            Social               media   Free  Content      Da...
What works?PUSHFearHypeMake the pain stop                -OR-                                  Pull                       ...
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 ...
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 autom...
35
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!                   ...
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   • ...
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       ...
Post “Cravable”   Content    • Blog posts    • Videos    • Email newsletters    • Events    • News    • Website content   ...
Share the right amount of informationBLAH,BLA           Is it my turnH,                 to talk? How                      ...
Jump into the stream    Reacting to and     engaging with  other organizations    and people is as  important as telling  ...
Diving in to social media
BloggingVery deep, robust, & broad
What’s a blog?         “Web log”         Conceived as         online journals          156 mil blogs            Blogs in P...
Why blogs and           03Blogs      websites?                 WebsitesLess formal          FormalAllow (invite)       One...
Increase SEOWhy Blog?                        03            Attract people            Engage personally            Provide ...
Read B4 blogging• Birth to Thrive Online: http://birthtothrive.thrivebyfivewa.org/• Early Ed Watch: http://earlyed.newamer...
Comparing the Platforms            Facebook            Twitter          LinkedInPrimary     Personal            Personal &...
Fast, Complex, Broad, Not Deep             Twitter
#ecetech          #earlyed#earlychildhood   #naeyc#prek             #naeycac#preschool        #headstart#childcare        ...
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 Associati...
Final Points1. BE PROUD. You must be visible to advocate,   raise funds, provide services.2. TELL YOUR STORY. People are i...
Thank you!             68
People /Sites you should                     03  Beth Kanter              know                   John Haydon  Mashable, So...
Additional Resources  Social media resources for getting started  Social Media planning tools on my site  Twitter Tips, Tr...
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012
Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012
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Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012

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Presentation for NACCRRA Public Policy Symposium, 2012. How to use modern marketing strategies to advocate for child care.

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  • AnxietyPhonyFakeHidden Agendas
  • In fact, if you don’t market, you may not have employees, advocates, volunteers, funders, clients, or children and families to serve. In fact, if you don’t market, you may not have employees, advocates, volunteers, funders, clients, or children and families to serve.
  • My blog story. This is a Common Craft video I bought. It only shows when it is in slide show view and you click on it.
  • You must follow Beth Kanter on Twitter, Facebook, and her blog. This post is about blogging as professional development in non-profits.
  • Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012

    1. 1. 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
    2. 2. My Inner Marketer/AdvocateWas lurking behind my outter child care administrator
    3. 3. Then, one day… Convert Awareness The (FILL IN THEEvaluation BLANK) Consideration Cycle Interest
    4. 4. Apply this to Convert Awareness •Enrollment •Fundraising •Recruitment ConsiderationEvaluation •Marketing •Selling •Advocacy Interest •Engagement •Romance
    5. 5. Lesson 1:Stories Connect PeoplePeople listen to, care about, and buy from people they know, like and trust. AUTHENTIC stories connect
    6. 6. And,YOU?
    7. 7. Today’s Plan1. Working it out!2. Marketing basics3. Social media shift4. Social Media Sites
    8. 8. * Outreach * Promotion * Advertising * Positioning ** Recruiting * Persuading * Convincing * Advocating * * Lobbying * Demonstrating * Prospecting * * Educating * Whatever you call it, marketing is not a dirty word
    9. 9. Marketing has everything to with child careIf they can’t find you, they can’t interact with you or advocate for you.
    10. 10. How To Get
    11. 11. Do you feel better, yet?
    12. 12. 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)
    13. 13. Marketing • processes• communicating • offerings• target audiences
    14. 14. Target ECE Marketing/Advocacy ecosystemParents Staff Supporters Partners Funders Community Donors Policymakers
    15. 15. Marketing Communication Evolution Conventional Wisdom:EVOLUTION Pushing out messages Social WisdoM (Before Social media) Inviting engagement and INTERACTION 17
    16. 16. Promotion…the communication linkbetween sellers andbuyers for the purpose of- influencing,-informing, or-persuading, “buyers” - Dictionary.com It’s outbound!
    17. 17. Engage(men• involve people intensely t)• attract people• draw people into conversation• to take part or participate - World English Dictionary It’s interactive!
    18. 18. Getting Found (Inbound Techniques) BlogsSEO Social media Free Content DataConversion 20
    19. 19. What works?PUSHFearHypeMake the pain stop -OR- Pull Money Compelling stories Illustrative data
    20. 20. FREE WORKS White papers, reports, webinars,newsletters get people into your world… So, then what?
    21. 21. Capture information
    22. 22. Collecting Data Is notNecessarily evil
    23. 23. how you use Data is what counts
    24. 24. NurtureNeeds nutrition.Needs relationships.Needs interaction.Needs stimulation.So do your new
    25. 25. Conversion =People taking the action youwant them to take •Enrolling •Donating •Advocating •Volunteering
    26. 26. Got Data?Do good
    27. 27. In touch with your inner marketer, yet?
    28. 28. 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 (?)
    29. 29. It’s not magic, mysterious, ormystical, but it’s complicated!
    30. 30. PaidThis is where you want yourprogram to be listed Organic
    31. 31. My Point?Modern marketing/advocacy: –depends on SEO –impacts SEO –It’s complicated Hire an expert or buyMarketing automation software
    32. 32. 35
    33. 33. SocialMedia won’twork all by itself You still need comprehensive marketing, PR, advocacy and outreach
    34. 34. Exhibit A: Traditional + Social
    35. 35. 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
    36. 36. You have to make something happenThat’s why they call it “interactive” 41
    37. 37. Social Media Realities  It is pervasive  It is high-impact It plays nicely with other tactics
    38. 38. Professional Social Media :is art and science that takes: • Openness • Planning • Policies • Training • Persistence
    39. 39. Do Not give It to the intern
    40. 40. Getting Started: Policies FirstWhat your organization CAN DO and how to do it. Keep it positive and instructive!
    41. 41. How much SOCIAL? ABOUTof your overall marketing mix 46
    42. 42. 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
    43. 43. Post “Cravable” Content • Blog posts • Videos • Email newsletters • Events • News • Website content • Other Flavors
    44. 44. Share the right amount of informationBLAH,BLA Is it my turnH, to talk? How can IBLAH!!! respond?80% 20%Value Added Promotion 49
    45. 45. Jump into the stream Reacting to and engaging with other organizations and people is as important as telling people about yours.
    46. 46. Diving in to social media
    47. 47. BloggingVery deep, robust, & broad
    48. 48. What’s a blog? “Web log” Conceived as online journals 156 mil blogs Blogs in Plain English
    49. 49. 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)
    50. 50. Increase SEOWhy Blog? 03 Attract people Engage personally Provide commentary Humanize
    51. 51. 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
    52. 52. 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
    53. 53. Fast, Complex, Broad, Not Deep Twitter
    54. 54. #ecetech #earlyed#earlychildhood #naeyc#prek #naeycac#preschool #headstart#childcare #ece
    55. 55. LinkedInSlow, Robust, Deep & Broad
    56. 56. #1 MisconceptionIt’s for job searching 61
    57. 57. “Propersonal”• Not anonymous • Professional 62
    58. 58. Core• Professional Profiles• Groups• Status updates• Company Profiles 63
    59. 59. FacebookFast, Complex, Broad, Vast
    60. 60. 1 thing to rememberBusiness pages
    61. 61. 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
    62. 62. 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.
    63. 63. Thank you! 68
    64. 64. People /Sites you should 03 Beth Kanter know John Haydon Mashable, Social Media Linked Strategies Hubspot Marketing Resources
    65. 65. Additional Resources Social media resources for getting started Social Media planning tools on my site Twitter Tips, Tricks, and Power Tools LinkedIn Presentations
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