Social Media marketing and child care

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This presentation is based on Forrester's Book The GroundSwell and was given to Directors and Owners of Child Day Care operators in Arizona.

This presentation is based on Forrester's Book The GroundSwell and was given to Directors and Owners of Child Day Care operators in Arizona.

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Transcript

  • 1. Partnering with Parents Social Media and Child Care Roger Williams Director of Marketing
  • 2. What is this all about? Audience Survey Social Media 2011 Creating a Social Media Plan A Word about Privacy
  • 3. Audience Survey: Who has a website? Who has a blog on website? Who uses Facebook? Who has a Facebook Page for biz? Who uses Yelp? Who has verified their Yelp listing?
  • 4. Social Media in 2011 Facebook Dominates Mobile is just as important as Full Website Encompases entire Biz Strategy Privacy Concerns are growing Search Gets more Social
  • 5. Facebook Dominates 500 Million users in 2010 600 Million users in 2011 source - Fiserv
  • 6. Mobile Internet Use Growing 21% of customers research services from their smartphones 62% of consumers use smartphone to search for store location or directions Half of US population will have a smartphone by end of 2011 source - ClickZ
  • 7. SM encompasses entire Biz Strategy Marketing and PR (Naturally) Recruiting Customer Service Sales
  • 8. Privacy Concerns are Growing Be Transparent and Use Full Disclosure Use Closed Email Lists and Groups for Specific Information Use Strong Passwords
  • 9. Search continues to get more Social Google already has Live search Facebook accounted for 2% of all searches in 2010 Google Places Showing in Organic Results Yelp gets 11 Million Visits a Month
  • 10. Social Media Strategy POST* People Objectives Strategy Technology * - thank you Forrester's Groundswell
  • 11. Social Media Strategy: People Where are your Customers Online? What are your customers behaviors online? What social info or people do your customers rely on? What is your customers social influence? Who trusts them? How do your customers use social technologies in the context of your products?
  • 12. Social Media Strategy: People Where are your Customers Online?
  • 13. Social Media Strategy: People Where are your Customers Online?
  • 14. Social Media Strategy: People Where are your Customers Online? 64% of Twitter’s users are aged 35 or older. 61% of Facebooks’s users are aged 35 or older.
  • 15. Social Media Strategy: People What are your Customers behaviors online?
  • 16. Social Media Strategy: People What are your Customers behaviors online?
  • 17. Social Media Strategy: People What are your Customers behaviors online?
  • 18. Social Media Strategy: People What are your Customers behaviors online?
  • 19. Social Media Strategy: People What are your Customers behaviors online?
  • 20. Social Media Strategy: People What are your Customers behaviors online?
  • 21. Social Media Strategy: People What are your Customers behaviors online?
  • 22. Social Media Strategy: People What social info or People do your customers rely on?
  • 23. Social Media Strategy: People What social info or People do your customers rely on? Other Parents Parenting Websites
  • 24. Social Media Strategy: People What is your Customers' social influence? Who trusts them?
  • 25. Social Media Strategy: People What is your Customers' social influence? Who trusts them? Other Parents Their Children, we hope! =)
  • 26. Social Media Strategy: People How do your customers use social technologies in the context of your products?
  • 27. Social Media Strategy: People How do your customers use social technologies in the context of your products? Review Sites Mom Blogs
  • 28. Social Media Strategy: Objectives Listening Talking Energizing Supporting Embracing
  • 29. Social Media Strategy: Objectives Listening We have Two Ears and One Mouth... Listen for your brand and competitors Industry Keywords What are reviewers saying?
  • 30. Social Media Strategy: Objectives Talking Conversation, not shouting Don't be the salesguy at the cocktail party Videos and Pictures Engage in Social Networks Join the Blogosphere Create a Community
  • 31. Social Media Strategy: Objectives Energizing Turn your best customers into salespeople Encourage reviews Incentivize with offers and prizes
  • 32. Social Media Strategy: Objectives Supporting Letting your customers support each other
  • 33. Social Media Strategy: Objectives Embracing Letting your customers help improve your business
  • 34. Social Media Strategy: Strategy How do you want relationships with your customers to change? Do you want customers to help carry messages to others in your market? Do you want them to become more engaged with your company?
  • 35. Social Media Strategy: Strategy How do you want relationships with your customers to change? Expect changes to happen Expect them to be what you did NOT expect
  • 36. Social Media Strategy: Strategy Do you want customers to help carry messages to others in your market? Incentives Discounts Prizes
  • 37. Social Media Strategy: Strategy Do you want them to become more engaged with your company? Reviews Suggestions Events Testimonials
  • 38. Social Media Strategy: Technology What applications should you build? Facebook accounts are free but cost time and effort to do well Create a Budget Start with your website since you own that content Facebook and Yelp are prime for child care Video on Youtube Creating a Custom Social Network
  • 39. A Word about Privacy People are Concerned There are contradictions Be open and transparent Focus on the Parents Add Terms and Conditions to Website
  • 40. Who was that? Roger Williams Director of Marketing Phoenix Synergy rwilliams@phoenixsynergy.com www.phoenixsynergy.com Twitter: @halfacat
  • 41. Prizes!!!