Marketing and social media intervention pdf naeyc 2011 full

A Marketing and Social Media interventionNAEYC Annual Conference November 3, 2011 Fran Simon | Engagement Strategies, LLC

Today’s Plan1. Working it out!2. Marketing basics3. Social media shift4. Social Media Sites5. Deeper Dive6. Resources

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

Marketing has everythingto with offering high quality early childhood services Deeper info: Marketing is not a Dirty Word

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

Marketing Product Price Target Place Promotion

TargetParents Staff Funders Licensing Community Donors Policymakers Partners

What is your product? Services Policies StuffPhilosophies

Marketing Communication Evolution Conventional Wisdom: Pushing out messages EVOLUTION (Before Social media) Inviting engagement and INTERACTION 14

Conventional Wisdom: TO GET PEOPLE TO TRANSACT TO GET PEOPLE TO TRANSACT 15

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

Engage(ment)• involve people intensely• attract people• draw people into conversation• to take part or participate - World English Dictionary It’s interactive!

Convert Awareness The (FILL IN THE BLANK) ConsiderationEvaluation Cycle Interest

To Get found by the right people

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

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

Use data to re-engage

Collecting Data Is notNecessarily evil

how you use Data is what counts

Do you feel better Yet?

Promotional Engagement Toolkit Toolkit•Ads •Email•Mail •Web site (SEO)•Phone Book •Digital Ads (PPC)•Exhibits •Social Media•Presentations •Free Content•PR•Lobbying (?)

Website-Centric1 Print MailFramework Ads Social Email media Optimized Website SEO and Free Digital Ads Content (PPC) Presos & PR Exhibits 27

Engagement-Centric EmailFramework Re-Engage Offers Optimized Website Content Social media Capture information from Blogs people who engage with you

Social NetworkingSocial = People together in groupsNetworking = exchanging information with others 30

Social Networking isn’t new We just have more virtual optionsThe universe’s largest 24/7/365 cocktail party…accessible anywhere 31

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! 32

You have to make something happenThat’s why they call it “interactive” 33

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! Deeper Info: Social Media? Give it to the Intern! (NOT!)

How much SOCIAL? ABOUTof your overall marketing mix 37

&Loss of “control” Defensive: Claim your territoryInability to sustain the effort Reach audiences where they goPrivacy Demonstrate accountabilityStaff distraction Another way to broadcast infoTransparency Respond to problems Monitoring/Listening Build partnerships Get and share information Build Increased website traffic, SEO Credibility 38

Content is King I have something valuable to share!

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 information When can I tell her about our program?80% 20%Value Added Promotion 42

Diving in to social media

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 44

Fast, Complex, Broad, Not Deep Twitter

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

But, what is it?“Microblogging”- 140 character messages

Tweeting In Action: Decoding the Symbols@Twitter IDA tweet to a specific person that is visible to allRT @Twitter ID= ReTweetBroadcasting someone else’s tweetD TwitterIDA direct message to a specific person# = HashtagHashtags define topics so they are searchable

The Art of the Link and The Art of the HashtagLink to an article

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

LinkedInSlow, Robust, Deep & Broad Blogging

LinkedIn Stats• > 120 Million members• 200 countries• All Fortune 500 companiesBusiness to business networking 52

#1 MisconceptionIt’s for job searching 53

Core• Professional Profiles• Groups• Status updates• Company Profiles 54

“Propersonal”• Not anonymous • Professional 55

Connect on LinkedIn• Gr8 Profile• Connect with people: • You know • You need to know • Who know people you need to know• Update Status• Join groups, respond and shareDeeper info on my blog: LinkedIn Tips 56

FacebookFast, Complex, Broad, Vast

Facebook Stats 800+ million users worldwide 50% of users log on every day Changes VERY oftenCollege > High School > Everyone > Business Consumer, Peer to Peer Networking

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

BloggingVery deep, robust, & broad

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

Why blogs and websites? 03Blogs 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

03Blogging: Ellen Galinsky

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

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 plan3. Nothing is easy, instant, or free!4. You can do it. Your program depends on it.

Thank you! .ECEwebinars org http://dooid.com/fransimon# 68

People /Sites you should know 03 Beth Kanter 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

A Marketing and Social Media intervention by Fran Sokol Simon is licensed under aCreative Commons Attribution-NonCommercial- ShareAlike 3.0 United States License.

Marketing and social media intervention pdf naeyc 2011 full

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