Web and eMarketing Presentation - DMAW Association Day 2009

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Web and e-MarketingMaking the Best of Your Digital Presence
DMAW Association Day 2009
Presented by
Elizabeth Weaver Engel, CAE, Director of Marketing & Sponsorship
National Association of Children’s Hospitals and Related Institutions (NACHRI)
and
Caroline H. Fuchs, CAE, Director of Marketing & Communications
SmithBucklin Corporation

50-Year Respected Authority
Mission: To promote, support and protect natural, safe and healthy birth through education and advocacy
Six Lamaze Healthy Birth Practices – grounded in evidence and in language that resonates with consumers

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Key Audiences
Emma Educator
Childbirth Educators and Maternal Health Professionals
Carmen Consumer
Women and their families

Join our online community

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Also on Lamaze Web site where they are the most visited pages

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Building an Online TeamWeb Site and Social Media
Build a team that analyzes information/metrics, communicates shared messages, and implements with immediacy
Utilize listening tools and metrics for evaluation
Identify team members
Create the supporting system

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Online Team
Tasked with strategizing, executing, and stewarding social media initiatives
Roles
Listening/Sharing—who’s talking, what’s being said, and who knows?
Education/Evangelism
Learning—product development, customer support, message creation
Participating and Engaging

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Listening
Build a Dashboard
Google Alerts
Twitter Search
Technorati
TweetBeep
Backtype

Mommy Blogger
Lamaze Videos

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Lamaze Consumer Outreach
2008-2010 Lamaze International Strategic Goals for Education and Information
To serve as the contemporary, credible source of education and information for birthing mothers using emerging, traditional and culturally sensitive methods of communication
Expand Childbirth education venues—online, doctors offices, fitness etc.
Online outreach, interaction, resources
Lamaze educational content online – Ask an Expert
Weekly pregnancy e-newsletter
Targeted professional and consumer blogs, forums and Twitter feeds
The Six Lamaze Healthy Birth Practices – via YouTube

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Online Moms
35.3 million moms are online;
36.9 million projected by 2012
78% of moms who blogreview products
Edelman Communications
Research Study for Lamaze International, 2008

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Consumer OutreachSocial Media Strategy
Outpost Strategy
Go to where the target audience is having the conversation
Become part of the dialogue
Drive target audience back to the Lamaze Web site for additional information and access to resources
Build a following

Mommy Blogger
Lamaze Videos

Velveteen Mind Blog

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Lamaze Next Steps
Pragmatically Build a Team
Develop a listing dashboard
Identify the staff lead and team members
Schedule regular interactions
Share information
Evaluate

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Case Study 1: Speak Now for Kids
www.speaknowforkids.org
@speaknowforkids

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Campaign Background
Health Care Reform
Kids’ needs being ignored
5 weeks from concept to launch
$100K price tag
Worked with Adfero Group to launch (www.adfero.com)
Maintained in-house

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Campaign Goals
Build a national grassroots community
Leverage community influence and opinion to affect health reform for kids
Position N.A.C.H. as a leader in and expert on kids’ needs in health care reform

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But How?
Multiple Channels
Microsite
Google Earth Mashup
Statements of support
Facebook
Twitter
YouTube
Partnership with Working Mother
Mommy blogger outreach
Family Advocacy Day videos

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www.speaknowforkids.org
Campaign information
Tell a Friend, Social Media Links, etc.
Google Earth Mashup

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Google Earth
Nearly 5000 advocates

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Testimonials
Nearly 1000 written testimonials

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Nearly 3700 Causes Supporters
Over 200 Page Fans

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Over 2000 Followers

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The Moms

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Results
A community of over 11,000 champions who provided 1000 testimonials
Over 3500 letters to members of Congress
Earned media in Roll Call, CQ Weekly, National Journal
11.6 million media impressions

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Lessons and Outcomes?
Leverage a variety of online channels:
drive traffic
raise awareness
get offline attention
Children’s health care needs are on the radar of Congressional leaders
Proposed legislation contains good news for kids: affordable health coverage with pediatric specific benefits.

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Case Study 2: Special Olympics2008 Holiday Fundraising Campaign
www.specialolympics.org

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Email 1 Email 4

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Landing Page
Initial
Final

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QUESTIONS AND DISCUSSION

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THANK YOU!
Caroline H. Fuchs, CAE
Director of Marketing & Communications
SmithBucklin Corporation
cfuchs@smithbucklin.com
Elizabeth Weaver Engel, CAE
Director of Marketing & Sponsorship
National Association of Children’s Hospitals and Related Institutions (NACHRI)
ewengel@nachri.org
http://thx4playing.blogspot.com
@ewengel

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Web and eMarketing Presentation - DMAW Association Day 2009

by Elizabeth Engel on Oct 29, 2009

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Web and eMarketing Presentation - DMAW Association Day 2009 — Presentation Transcript