Marketing and Social Media Intervention For Connecting with Parents

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A presentation by Kare Lehnhardt and Fran S. Simon at Leadership Connections, 2012, by McCormick Center for Early Childhood Leadership.

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Marketing and Social Media Intervention For Connecting with Parents

  1. 1. A Marketing andSocial Media interventionLeadership Connections May 18, 2012 Fran Simon | Engagement Strategies, LLC Kara Lehnhardt | McCormick Center for EC Leadership
  2. 2. Your Marketing and pSocial Media Therapists
  3. 3. And,YOU?
  4. 4. Experience Experienced, formal  p , courses 11% Expert 0% Very Limited‐ on the  job  44% Moderate on the job and workshops j b d kh 44%
  5. 5. Techniques
  6. 6. Activity: What s your self diagnosis? Activity: What’s your self diagnosis?The Emergency The Emergency The Nauseous The Nauseous The Undiagnosed The Undiagnosed The Zen Marketer The Zen MarketerRoom Patient My program has a  I’m not sure what’s  I’m currently My program  yp g marketing or social  working with my  implementing doesn’t have  a  media strategy, but  program’s marketing  successful marketing or social  I know some parts  or social media  marketing and media strategy or I  aren’t working. strategies. social media know my strategy know my strategy strategies in my  strategies in myisn’t working. program.  7
  7. 7. Don tDon’t worry. We’re here to help! We re 8
  8. 8. Today’s Plan• Find out why marketing isn’t a dirty word• Thinking about stakeholders• Marketing 101 k• Break• Expanding the tools in our marketing mix Expanding the tools in our marketing mix © Fran Simon Copyright, 2012  9
  9. 9. * Outreach * Promotion * Advertising * Positioning ** Recruiting * Persuading * Convincing * Advocating * * Lobbying * Demonstrating * Prospecting * * Educating * Whatever you call it, y , marketing is not a dirty word
  10. 10. Marketing has g everythinghigh quality early childhood services If families can’t find you, f ili ’t fi d you can’t provide services.
  11. 11. Marketing and social media help you G fo n Get found by the right people
  12. 12. Do you feel better Yet?
  13. 13. Don’t panic. Marketing and Marketing andsocial media are simply forms of simply forms ofcommunicating with your with yourstakeholders. The History of Twitter www.datamation.com 15
  14. 14. Activity:Identifying your stakeholders Children Regulating  Parents agencies Your  Y program Funders Employees Community Board 16
  15. 15. Communicating your message: Early childhood stakeholders Children Regulating  Parents agencies Your  Y program Funders Employees Community Board 17
  16. 16. Thinking from the viewpoint of  your stakeholders k h ld 18
  17. 17. Communicating your message: Early childhood stakeholders Children Regulating  Parents agencies Your  Y program Funders Employees Community Board 19
  18. 18. What parents care about and need © Fran Simon and Kara Lehnhardt  20 Copyright, 2012 
  19. 19. All parents,regardless of their race, ethnicity, gender, class, socio‐economic status, or  ,culture, want, need, and want need andexpect the same things th thifrom their child care… © Fran Simon Copyright, 2012  21
  20. 20. Of course they  expect… The basics: Healthy food,  water, shelter water shelter © Fran Simon Copyright, 2012  22
  21. 21. And, of course they expect  their children to be p yphysically and emotionally safe. y y © Fran Simon Copyright, 2012  23
  22. 22. All parents want their children to be lovedand to belong in a  gcommunity. © Fran Simon Copyright, 2012  24
  23. 23. All parents want their children tofeel good about themselves © Fran Simon Copyright, 2012  25
  24. 24. They want their children to learn and haveenriching experiences. © Fran Simon Copyright, 2012  26
  25. 25. They want their children be ready for school.© Fran Simon Copyright, 2012  27
  26. 26. And don’t forget…Parents need, want and expect to be able to find child care …fi d hild © Fran Simon Copyright, 2012  28
  27. 27. Wh hWhen theyneed it… di © Fran Simon Copyright, 2012  29
  28. 28. And, it must be affordable , © Fran Simon Copyright, 2012  30
  29. 29. They  They want,  expect  and  anddeserve the bestth b t © Fran Simon Copyright, 2012  31
  30. 30. Parents and program staff want the Parents and program staff want the same things! © Fran Simon Copyright, 2012  32
  31. 31. Do you communicate with parents based on what you KNOW they need, want and expect? 33© Fran Simon Copyright, 2012 
  32. 32. rke ng Product PriceMar tin Target Place Pl Promotion P ti
  33. 33. What is your product? Services Policies Products  and  ServicesPhilosophies
  34. 34. Activity:Traveling SalespersonT li S l What is it we sell? What sets your “product” apart? 36
  35. 35. Marketing Communication Evolution Conventional Wisdom: Pushing out messages g g EV UTION VOLU (Before Social media) Social W l WisdoM M Inviting I iti engagement t N and INTERACTION 37
  36. 36. Conventional Wisdom: TO GET PEOPLE TO TRANSACT WE SELL, YOU BUYINTERRUPTION MARKETING Social Wisdom lW m TO GET PEOPLE TO TRANSACT WORD OF MOUTHPERMISSION MARKETING 38
  37. 37. Thinking about Transactions: What do transactions look  like in your program? lik i ? 39
  38. 38. Promotion…the communication link thebetween sellers andbuyers for the purpose of- influencing, g,-informing, or-persuading, “buyers” persuading buyers - Dictionary.com It s It’s outbound!
  39. 39. Engage(ment)• involve people intensely• attract people• draw people into conversation• t t k part or to take t participate - World English Dictionary It s It’s interactive!
  40. 40. Convert Awareness The (FILL IN THE BLANK) ConsiderationEvaluation Cycle Interest
  41. 41. Parent Engagement Evolution Conventional Wisdom • Tell parents Tell parents • Inform parents • Educate parents Educate parents Social Wisdom • Invite parents to engage • Give them reasons to say good thingsPSSSTT…THEY ARE TALKING ABOUT YOU © Fran Simon Copyright, 2012  43
  42. 42. Take a break… You’ve earned it! 30 minutes!
  43. 43. Activity: Tools in my marketing mix 45
  44. 44. Traditional Social Toolkit Toolkit•Ads •Email•Mail •Web site•Phone Book •Digital Ads• Flyers •Social Media Social• Brochures • Word of mouth• Events • Rating sites • SEO/SEM © Fran Simon Copyright, 2012  46
  45. 45. Every Program MUSThave a website! © Fran Simon Copyright, 2012  47
  46. 46. SEARCH ENGINE OPTIMIZATIONChild care, my town, my state
  47. 47. FreshContent Getting Found Through SEOSocial Socialmedia BlogGood design Images  g KeyTraffic and  Links media words 49
  48. 48. Local Search
  49. 49. Local Search
  50. 50. Local Search Local Search• Claim business listings through Googles Claim business listings through Google s,  Yahoo!s, or Bingss respective local business  centers. centers• Claim free local listing with Google Places• Regular street addresses displayed in  machine‐readable text, not images hi d bl i
  51. 51. Websites © Fran Simon Copyright, 2012  54
  52. 52. Is eMail Dead? NO! It connects the dotsIs eMail Dead? NO! It connects the dots © Fran Simon Copyright, 2012  55
  53. 53. 56
  54. 54. Social Media Myths It’s easy!  It’s FREE!  It’s INSTANT!  It is all you have to do!  It will increase enrollment! © Fran Simon Copyright, 2012  57
  55. 55. Professional Social Media : is art and science that takes: art and science that takes: • Openness • Planning g • Policies • Training • Persistence © Fran Simon Copyright, 2012  58
  56. 56. BUT… BUT Social Media won’t work n all by itself You still need  Y till d comprehensive marketing© Fran Simon Copyright, 2012  59
  57. 57. What do parents do in the  social media sandbox? i l di db ? Meet  Ask Learn   Invite Share  Listen The universe’s largest 24/7/365 sandbox g …accessible anywhere © Fran Simon Copyright, 2012  60
  58. 58. Be Present where parents go © Fran Simon Copyright, 2012  61
  59. 59. How much SOCIAL? ABOUTof your overall marketing mix 62
  60. 60. Questions for your interventionists?
  61. 61. Getting Social
  62. 62. Facebook © Fran Simon Copyright, 2012  65
  63. 63. Facebook Stats800800+ million users worldwide50% of users log on every dayConsumer, Peer to Peer Networking © Fran Simon Copyright, 2012  66
  64. 64. 1 thing to rememberBusiness pages © Fran Simon Copyright, 2012  67
  65. 65. © Fran Simon Copyright, 2012  68
  66. 66. Link FB Contests © Fran Simon Copyright, 2012  69
  67. 67. 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 © Fran Simon Copyright, 2012  70
  68. 68. Fast, Complex, Broad, Not Deep Twitter
  69. 69. Twitter Stats•200 mil users1• 110 mil active users every day1• 200 mil tweets per day2•1.6 bil search queries per day2• Median age: 3121Forbes.com 2Social Media Today Twitter in Plain English
  70. 70. But, what is it?“Microblogging”‐ 140 character messages
  71. 71. Getting started Getting started Get in there and lurk Follow other similar  programs &  & organizations…To learn itTo learn it View videos and  webinars… Get a social media  buddy! b dd ! © Fran Simon Copyright, 2012  74
  72. 72. Activity: My prescription for success ct ty: y p esc pt o o success1) Based on the information gathered in today’s session,  I realize my marketing strategy needs…needs2) Based on the information gathered in today’s session, I’m ready to try…. 75
  73. 73. 4 Final Points1. A strong marketing plan includes a strong social media plan2. A strong social media plan is only one element of a strong marketing plan l t f t k ti l3. Nothing i3 N thi is easy, instant, or free! i t t f !4.4 You can do it Your program depends on it it. it.
  74. 74. People /Sites you should know 03 Beth Kanter John Haydon Mashable, Social Media Linked Strategies Hubspot Marketing Resources
  75. 75. Additional ResourcesSocial media resources for getting startedSocial M di lS i l Media planning tools on my site i t l itTwitter Tips, Tricks, and Power ToolsLinkedIn Presentations
  76. 76. 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 http://earlystories.org/• Language Castle: http://languagecastle.com/wordpress• Preschool Matters Today: http://preschoolmatters org/ 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
  77. 77. Thank you! 80

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