Partnering with Parents


Social Media and Child Care
       Roger Williams
   Director of Marketing
What is this all about?
     Audience Survey
     Social Media 2011
     Creating a Social Media Plan
     A Word about Pr...
Audience Survey:
       Who has a website?
       Who has a blog on website?

       Who uses Facebook?
       Who has a F...
Social Media in 2011
      Facebook Dominates
      Mobile is just as important as Full Website
      Encompases entire Bi...
Facebook Dominates
        500 Million users in 2010
        600 Million users in 2011




                               ...
Mobile Internet Use Growing

 21% of customers research services from their smartphones
 62% of consumers use smartphone t...
SM encompasses entire Biz Strategy

          Marketing and PR (Naturally)
          Recruiting
          Customer Service...
Privacy Concerns are Growing

 Be Transparent and Use Full Disclosure
 Use Closed Email Lists and Groups for Specific Info...
Search continues to get more Social

  Google already has Live search
  Facebook accounted for 2% of all searches in 2010
...
Social Media Strategy

        POST*
          People
          Objectives
          Strategy
          Technology



    ...
Social Media Strategy: People

 Where are your Customers Online?
 What are your customers behaviors online?
 What social i...
Social Media Strategy: People
  Where are your Customers Online?
Social Media Strategy: People
 Where are your Customers Online?
Social Media Strategy: People
 Where are your Customers Online?

  64% of Twitter’s users are aged 35 or older.

  61% of ...
Social Media Strategy: People
  What are your Customers behaviors online?
Social Media Strategy: People
  What are your Customers behaviors online?
Social Media Strategy: People
  What are your Customers behaviors online?
Social Media Strategy: People
  What are your Customers behaviors online?
Social Media Strategy: People
  What are your Customers behaviors online?
Social Media Strategy: People
  What are your Customers behaviors online?
Social Media Strategy: People
  What are your Customers behaviors online?
Social Media Strategy: People
  What social info or People do your customers rely on?
Social Media Strategy: People
  What social info or People do your customers rely on?
    Other Parents
    Parenting Webs...
Social Media Strategy: People
  What is your Customers' social influence? Who trusts them?
Social Media Strategy: People
  What is your Customers' social influence? Who trusts them?
    Other Parents
    Their Chi...
Social Media Strategy: People
  How do your customers use social technologies in the context of
  your products?
Social Media Strategy: People
  How do your customers use social technologies in the context of
  your products?
     Revi...
Social Media Strategy: Objectives
            Listening
            Talking
            Energizing
            Supporting
...
Social Media Strategy: Objectives
  Listening
      We have Two Ears and One Mouth...
      Listen for your brand and comp...
Social Media Strategy: Objectives
  Talking
      Conversation, not shouting
      Don't be the salesguy at the cocktail p...
Social Media Strategy: Objectives
  Energizing
     Turn your best customers into salespeople
     Encourage reviews
     ...
Social Media Strategy: Objectives
  Supporting
     Letting your customers support each other
Social Media Strategy: Objectives
  Embracing
    Letting your customers help improve your business
Social Media Strategy: Strategy
  How do you want relationships with your customers to change?
  Do you want customers to ...
Social Media Strategy: Strategy
  How do you want relationships with your customers to change?
     Expect changes to happ...
Social Media Strategy: Strategy
  Do you want customers to help carry messages to others in your
  market?
     Incentives...
Social Media Strategy: Strategy
  Do you want them to become more engaged with your company?
     Reviews
     Suggestions...
Social Media Strategy: Technology
  What applications should you build?
    Facebook accounts are free but cost time and e...
A Word about Privacy

        People are Concerned
           There are contradictions
        Be open and transparent
   ...
Who was that?

         Roger Williams
         Director of Marketing
         Phoenix Synergy
         rwilliams@phoenixs...
Prizes!!!
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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.

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Social Media marketing and child care

  1. 1. Partnering with Parents Social Media and Child Care Roger Williams Director of Marketing
  2. 2. What is this all about? Audience Survey Social Media 2011 Creating a Social Media Plan A Word about Privacy
  3. 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. 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. 5. Facebook Dominates 500 Million users in 2010 600 Million users in 2011 source - Fiserv
  6. 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. 7. SM encompasses entire Biz Strategy Marketing and PR (Naturally) Recruiting Customer Service Sales
  8. 8. Privacy Concerns are Growing Be Transparent and Use Full Disclosure Use Closed Email Lists and Groups for Specific Information Use Strong Passwords
  9. 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. 10. Social Media Strategy POST* People Objectives Strategy Technology * - thank you Forrester's Groundswell
  11. 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. 12. Social Media Strategy: People Where are your Customers Online?
  13. 13. Social Media Strategy: People Where are your Customers Online?
  14. 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. 15. Social Media Strategy: People What are your Customers behaviors online?
  16. 16. Social Media Strategy: People What are your Customers behaviors online?
  17. 17. Social Media Strategy: People What are your Customers behaviors online?
  18. 18. Social Media Strategy: People What are your Customers behaviors online?
  19. 19. Social Media Strategy: People What are your Customers behaviors online?
  20. 20. Social Media Strategy: People What are your Customers behaviors online?
  21. 21. Social Media Strategy: People What are your Customers behaviors online?
  22. 22. Social Media Strategy: People What social info or People do your customers rely on?
  23. 23. Social Media Strategy: People What social info or People do your customers rely on? Other Parents Parenting Websites
  24. 24. Social Media Strategy: People What is your Customers' social influence? Who trusts them?
  25. 25. Social Media Strategy: People What is your Customers' social influence? Who trusts them? Other Parents Their Children, we hope! =)
  26. 26. Social Media Strategy: People How do your customers use social technologies in the context of your products?
  27. 27. Social Media Strategy: People How do your customers use social technologies in the context of your products? Review Sites Mom Blogs
  28. 28. Social Media Strategy: Objectives Listening Talking Energizing Supporting Embracing
  29. 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. 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. 31. Social Media Strategy: Objectives Energizing Turn your best customers into salespeople Encourage reviews Incentivize with offers and prizes
  32. 32. Social Media Strategy: Objectives Supporting Letting your customers support each other
  33. 33. Social Media Strategy: Objectives Embracing Letting your customers help improve your business
  34. 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. 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. 36. Social Media Strategy: Strategy Do you want customers to help carry messages to others in your market? Incentives Discounts Prizes
  37. 37. Social Media Strategy: Strategy Do you want them to become more engaged with your company? Reviews Suggestions Events Testimonials
  38. 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. 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. 40. Who was that? Roger Williams Director of Marketing Phoenix Synergy rwilliams@phoenixsynergy.com www.phoenixsynergy.com Twitter: @halfacat
  41. 41. Prizes!!!
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