Web and eMarketing Presentation - DMAW Association Day 2009
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Presentation on online marketing given by Caroline Fuchs, CAE of SmithBucklin and Elizabeth Weaver Engel, CAE of the National Association of Children's Hospitals and Related Institutions (NACHRI) at ...

Presentation on online marketing given by Caroline Fuchs, CAE of SmithBucklin and Elizabeth Weaver Engel, CAE of the National Association of Children's Hospitals and Related Institutions (NACHRI) at the 2009 DMAW Association Day.

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Web and eMarketing Presentation - DMAW Association Day 2009 Presentation Transcript

  • 1. 1
    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
  • 2. 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
  • 3. 3
    Key Audiences
    Emma Educator
    Childbirth Educators and Maternal Health Professionals
    Carmen Consumer
    Women and their families
  • 4. Join our online community
  • 5.
  • 6.
  • 7.
  • 8. 8
    Also on Lamaze Web site where they are the most visited pages
  • 9. 9
    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
  • 10. 10
    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
  • 11. 11
    Listening
    Build a Dashboard
    Google Alerts
    Twitter Search
    Technorati
    TweetBeep
    Backtype
  • 12. Mommy Blogger
    Lamaze Videos
  • 13. 13
    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.
    • 14. Online outreach, interaction, resources
    • 15. Lamaze educational content online – Ask an Expert
    • 16. Weekly pregnancy e-newsletter
    • 17. Targeted professional and consumer blogs, forums and Twitter feeds
    • 18. The Six Lamaze Healthy Birth Practices – via YouTube
  • 14
    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
  • 19. 15
    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
  • 20. Mommy Blogger
    Lamaze Videos
  • 21. Velveteen Mind Blog
  • 22. 18
    Lamaze Next Steps
    Pragmatically Build a Team
    Develop a listing dashboard
    Identify the staff lead and team members
    Schedule regular interactions
    Share information
    Evaluate
  • 23. 19
    Case Study 1: Speak Now for Kids
    www.speaknowforkids.org
    @speaknowforkids
  • 24. 20
    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
  • 25. 21
    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
  • 26. 22
    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
  • 27. 23
    www.speaknowforkids.org
    Campaign information
    Tell a Friend, Social Media Links, etc.
    Google Earth Mashup
  • 28. 24
    Google Earth
    Nearly 5000 advocates
  • 29. 25
    Testimonials
    Nearly 1000 written testimonials
  • 30. 26
    Nearly 3700 Causes Supporters
    Over 200 Page Fans
  • 31. 27
    Over 2000 Followers
  • 32. 28
  • 33. 29
    The Moms
  • 34. 30
  • 35. 31
    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
  • 36. 32
    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.
  • 37. 33
    Case Study 2: Special Olympics2008 Holiday Fundraising Campaign
    www.specialolympics.org
  • 38. 34
    Email 1 Email 4
  • 39. 35
    Landing Page
    Initial
    Final
  • 40. 36
    QUESTIONS AND DISCUSSION
  • 41. 37
    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