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Increasing enrollment and parent engagement using social media and online communication tools

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A webinar presented through Early Childhood Investigations (earlychildhoodwebinars.com)

A webinar presented through Early Childhood Investigations (earlychildhoodwebinars.com)

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  • 1. Increasing Enrollment andEnhancing Parent Engagement Using Social Media and Online Communication Tools Fran Simon, M.Ed. #ECEwebinars 1
  • 2. Today we will cover--• What parents care about and need• Enrolled families vs. parents seeking care• Digital techniques• Overview of social media• Facebook, Pinterest• (and maybe) Twitter, LinkedIn © Fran Simon Copyright, 2012 3
  • 3. It is not about the technology, thetools, or the media.This is aboutrelationships. © Fran Simon Copyright, 2012 4
  • 4. Before they enroll, and once theyare enrolled… it is critical to engage families * Educating * Demonstrating * Marketing * 5
  • 5. Why Engage? Family-School Engagement Research Says … * positive outcomes * school-readiness ** increased motivation * higher self esteem * * lower suspension rates * * less violent behavior * * better graduation rates * © Fran Simon Copyright, 2012 6
  • 6. What parents care about © Fran Simon Copyright, 2012 7
  • 7. All parents,regardless of their age,race, ethnicity, gender,class, socio-economicstatus, or culture,want, need, andexpect the samethingsfrom their child’s earliestlearning experiences… © Fran Simon Copyright, 2012 8
  • 8. Parents expect their children to be physicallyand emotionally safe...…to be appreciated for their unique and special qualities…to learn in enriching environments © Fran Simon Copyright, 2012 9
  • 9. Do you communicate with parents based on what you knowThey need, want and expect? Do you LISTEN as much as you talk? -OR- Do youTell them what you need them to know? © Fran Simon Copyright, 2012 10
  • 10. 80 / 20 Communication 80% 20%Child-specific, Need to know, personal, instructions, details,individualized group-centric Listen Inform © Fran Simon Copyright, 2012 11
  • 11. Whyare online communication tools so important for enrolling and engaging parents? © Fran Simon Copyright, 2012 12
  • 12. Information moves at the speed of lightParents areoverloaded! © Fran Simon Copyright, 2012 13
  • 13. Digital natives expect everything at their fingertips To engage you have to do so on their terms 14© Fran Simon Copyright, 2012
  • 14. The connectionbetween your website, social media, and enrollment © Fran Simon Copyright, 2012 15
  • 15. REPEAT AFTER ME…Every program must have a website ANDParents MUST be able to find and use it © Fran Simon Copyright, 2012 16
  • 16. Your website is thehub! © Fran Simon Copyright, 2012 17
  • 17. DIY and Semi-Custom Custom• Internal I/T• Contract developers 18 © Fran Simon Copyright, 2012
  • 18. Hubs/Forums - Internal Website tools for school to family and family to family communication © Fran Simon Copyright, 2012 19
  • 19. Engagingin a digital world © Fran Simon Copyright, 2012 20
  • 20. PollYour relationship with social media © Fran Simon Copyright, 2012 21
  • 21. If you could have only one reason to use social media to impact enrollment, it should be to increase SEO and traffic to your site © Fran Simon Copyright, 2012 22
  • 22. SEO = Search Engine Optimization
  • 23. If you could have only one reason to use social media to impact family engagement, it would be to Reach families how , when , and where they communicate © Fran Simon Copyright, 2012 24
  • 24. EVOLUTION Before Social Media One To Many Now Many to Many 25 © Fran Simon Copyright, 2012
  • 25. Communication Evolution Before Social Media Push out messagesEVOLUTION Social Wisdom Inviting INTERACTION Listening © Fran Simon Copyright, 2012 26
  • 26. Parent Engagement Evolution Conventional Wisdom • Tell • Inform • EducateEVOLUTION Social Wisdom • Invite to engage with you • Give them reasons to say good things • Help them engage with one another © Fran Simon Copyright, 2012 27
  • 27. Social Media Myths from the resisters! It’s just for kids.  Privacy! Yikes!
  • 28. Social Media Myths from the happy camp! It’s easy!  It’s FREE!  Build it and they will come.  It’s INSTANT!  College kids are gr8 at it!  It will increase ENROLLMENT! 29
  • 29. Social Media Realities  It is high-impact IT ENHANCES SEO& TRAFFIC TO YOUR WEBSITE!
  • 30. Professional Social Media is art and science that takes: • Openness • Planning• Policies • Persistence • Training
  • 31. PollProfessional Development © Fran Simon Copyright, 2012 32
  • 32. Get buy-in and Board support from the Funders program “ecosystem” I/T DirectorCommunity Main Office Partners Tech Lead Teachers Vendors Support Staff Families Copyright, Simon and Donohue
  • 33. Empower your teams……with positive social media policies © Fran Simon Copyright, 2012 34
  • 34. The right mix of engaging info “What’s in it for me?” My child. My child’s class. What’s going on My child’s teacher What do I need to know? 20% Info 80%About relevant, useful information and two way communication © Fran Simon Copyright, 2012 35
  • 35. Social MediaThe sites where people congregate to engage 36
  • 36. • Blogs• Email Newsletters• Digital Ads• Websites• Facebook• Pinterest• Directories & Rating sites © Fran Simon Copyright, 2012 37
  • 37. • Blogs • Email Newsletters • Websites • Facebook • Pinterest • Text messaging • Private website networks© Fran Simon Copyright, 2012 38
  • 38. • LinkedIn• Twitter• Pinterest• Text messaging• Private website networks © Fran Simon Copyright, 2012 39
  • 39. PollAnout which tools do you want to learn? © Fran Simon Copyright, 2012 40
  • 40. What’s a blog?“Web log”Conceived asonline journals Blogs in Plain English
  • 41. Blogs and Websites? 03Blogs WebsitesPersonal FormalInvite interaction One to many 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)
  • 42. Why Blog? Increase SEO 03 Attract people to your site Provide cravable content Humanize
  • 43. Read B4 bloggingFor Educators• Teach Preschool http://www.teachpreschool.org/• Pre-K Pages http://www.pre-kpages.com/blog/For FamiliesNAEYC’s Families Blog: http://families.naeyc.org/blogPolicy• Birth to Thrive Online: http://birthtothrive.thrivebyfivewa.org/• Early Ed Watch: http://earlyed.newamerica.net/blogmain/•Preschool Matters Today: http://preschoolmatters.org/
  • 44. Business pages
  • 45. © Fran Simon Copyright, 2012 47
  • 46. © Fran Simon Copyright, 2012 48
  • 47. Gr8 Examples of ECE on Facebook•Teach Preschool * 50,000 + (WOW!)• Bright Horizons• Child Care Resource Center, Ohio *•NAEYC• National Head Start Association•Teaching Strategies• Language Castle• The InvestiGator Club• Early Childhood Investigations
  • 48. Like an art gallery. A visual Internet withyour friends as docents. Pinterest
  • 49. Addictive
  • 50. © Fran Simon Copyright, 2012 52
  • 51. Twitter“Microblogging” 14 characters or lessMost often with links to information
  • 52. Decoding Tweets@Twitter ID (@ECEwebinars)A tweet to a specific person that is visible to allRT @Twitter ID= ReTweet (RT @ECEwebinars)Broadcasting someone else’s tweetD TwitterID (D ECEwebinars)A direct message to a specific person # = HashtagHashtags define topics so they are searchable
  • 53. #ECE #parents#earlyed #naeyc#prek #ecetech#preschool #headstart#childcare #HSprofs
  • 54. Decoding links and hashtags
  • 55. Hashtags for conferences and chats © Fran Simon Copyright, 2012 57
  • 56. ReTweeting © Fran Simon Copyright, 2012 58
  • 57. LinkedInIt’s not just for job searching 59
  • 58. GROUPS! 60
  • 59. Questions for me?Fran.Simon@ESbyFS.com