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Engaging Parents in a Digital  World:Strategies for Tribal  Early Childhood      Settings    March 29, 2012    OCC, Region...
Before they enroll, and when they are in care,                   to engage families           * Outreach * Promotion * Adv...
First, familieshave to find child care         © Fran Simon Copyright, 2012   3
Marketing is not a dirty word-It connects parents with programs!             © Fran Simon Copyright, 2012   4
Today we will talk about• What parents care about and need• Engagement with enrolled families• Engagement for parents seek...
Poll: About You                                    Q1     © Fran Simon Copyright, 2012        6
What parents care about and need            © Fran Simon Copyright, 2012   7
All parents,regardless of theirrace, ethnicity,gender, class, socio-economic status, orculture,want, need, andexpectthe sa...
Of course they    expect…                        The basics: Healthy food,                             water, shelter     ...
And, of course they expect their children to bephysically and emotionally safe.                  © Fran Simon Copyright, 2...
All parents want theirchildren to be lovedand to belong in acommunity.                   © Fran Simon Copyright, 2012   11
All parents want their children tofeel good about themselves            © Fran Simon Copyright, 2012   12
They want their children to learn and haveenriching experiences.                © Fran Simon Copyright, 2012   13
They want their children     be ready for school.© Fran Simon Copyright, 2012   14
And don’t forget…Parents need, want and expect to be able tofind child care …                © Fran Simon Copyright, 2012 ...
When theyneed it…        © Fran Simon Copyright, 2012   16
And, it must be affordable         © Fran Simon Copyright, 2012   17
They want, expect  anddeservethe best           © Fran Simon Copyright, 2012   18
Parents and program staff want the           same things!            © Fran Simon Copyright, 2012   19
Do you communicate with parents       based on what youparents need, want and expect?            © Fran Simon Copyright, 2...
Chat Question:What is the biggest parent engagementchallenge your community/program/regionfaces now?       © Fran Simon Co...
Engaging FamiliesConsiderations for Best Practice           © Fran Simon Copyright, 2012   22
Everyone has pre-existing notions                                                He probably won’tShe probably            ...
Lay the foundation of trust from theRelationships    Gr8 Outcomes                beginning                        Engageme...
Why Engage families who are already enrolled?Family-School Engagement Research Says …      * positive outcomes * school-re...
Engaging in a digital world        © Fran Simon Copyright, 2012   26
Poll: Social Media and You                                         Q3-5          © Fran Simon Copyright, 2012          27
Communication EvolutionEVOLUTION                 Pushing out messages                  Inviting INTERACTION               ...
Parent Engagement Evolution                         • Tell parents                       • Inform parents                 ...
Promotional                            Engagement  Toolkit                                Toolkit•Ads                     ...
Social Media Myths It’s easy!                 It’s FREE!  It’s INSTANT!                It is all you have to do!      ...
Professional Social Media : is art and science that takes:         •   Openness         •   Planning         •   Policies ...
BUT…                               Social Media                                won’t work                               al...
What do parents do in the    social media sandbox? Meet       Ask Learn      Invite Share      Listen The universe’s...
Word of Mouth (WOM)  Then         Now               © Fran Simon Copyright, 2012   35
Be Present where parents go           © Fran Simon Copyright, 2012   36
•   Blogs•   Email Newsletters•   Digital Ads             Best•   Websites         digital media for•   Facebook          ...
• Blogs                           • Email Newsletters       Best                                    • Websitesdigital medi...
© Fran Simon Copyright, 2012   39
The right mix of engaging info                        What’s in it for “me”?                        My kid.               ...
Information Parents Crave and Need:              Website             © Fran Simon Copyright, 2012   41
Information Parents Crave and Need:     Newsletters and webinars             © Fran Simon Copyright, 2012   42
Information Parents Crave and Need:           Social Media             © Fran Simon Copyright, 2012   43
A FEW Digital Engagement Tools           © Fran Simon Copyright, 2012   44
Social Media ToolsFacebook*           TwitterLinkedIn            PinterestYouTube             Google+Ning                M...
Is eMail Dead? NO! It connects the dots              © Fran Simon Copyright, 2012                                         ...
Every Program MUSThave a website!               © Fran Simon Copyright, 2012   47
Websites Tools   © Fran Simon Copyright, 2012   48
© Fran Simon Copyright, 2012   49
Facebook  © Fran Simon Copyright, 2012   50
Facebook Stats800+ million users worldwide50% of users log on every dayConsumer, Peer to Peer Networking            © Fran...
1 thing to rememberBusiness pages     © Fran Simon Copyright, 2012   52
© Fran Simon Copyright, 2012   53
Link FB Contests   © Fran Simon Copyright, 2012   54
Gr8 Examples of ECE on            Facebook•NAEYC• McCormick Cntr 4 Early Childhood Leadership• National Head Start Associa...
Text/Mobile  © Fran Simon Copyright, 2012   56
Mobile = Instant Engagement• Access to mobile at all socio-economic  levels• Mobile access = instant access to:   – email ...
Two Leading Auto-  Texting Tools• Priced by the childor by the message• Include text, voicemessaging, email               ...
Poll: Current Engagement Tools                                          Q 5,6           © Fran Simon Copyright, 2012      ...
Final Tips for Digital Family        Engagement         © Fran Simon Copyright, 2012   60
# 1 Most Important Point!   Empower your teams……with positive social media policies             © Fran Simon Copyright, 20...
Ask, Answer, EngageALWAYS RESPOND     © Fran Simon Copyright, 2012   62
Let Families Decide         © Fran Simon Copyright, 2012   63
Get in there                                              and lurk…                                         Follow other s...
You can do it!    Your program depends on it. Strong digital engagement includes strong  social media Strong social medi...
Questions for me?    © Fran Simon Copyright, 2012   66
© Fran Simon Copyright, 2012   67
Thank you!Fran.Simon@ESbyFS.com                        © Fran Simon Copyright, 2012   68
People /Sites you should know                         03   Beth Kanter                                  John Haydon   Mash...
Additional Resources  Social media resources for getting started  Social Media planning tools on my site  Twitter Tips, Tr...
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Engaging Parents In a Digital World- Overview of Strategies for Early Childhood Settings- Session 1

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Presented to Office of Child Care
Region V, Tribal Administrators
March 29, 2012

Published in: Education, Business
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Engaging Parents In a Digital World- Overview of Strategies for Early Childhood Settings- Session 1

  1. 1. Engaging Parents in a Digital World:Strategies for Tribal Early Childhood Settings March 29, 2012 OCC, Region V Fran Simon, M.Ed. 1
  2. 2. Before they enroll, and when they are in care, to engage families * Outreach * Promotion * Advertising * Informing * * Convincing * Advocating ** Recruiting * Persuading ** Educating * Demonstrating * Marketing * © Fran Simon Copyright, 2012 2
  3. 3. First, familieshave to find child care © Fran Simon Copyright, 2012 3
  4. 4. Marketing is not a dirty word-It connects parents with programs! © Fran Simon Copyright, 2012 4
  5. 5. Today we will talk about• What parents care about and need• Engagement with enrolled families• Engagement for parents seeking care• Digital techniques for parent engagement• Brief overview of social media & online tools © Fran Simon Copyright, 2012 5
  6. 6. Poll: About You Q1 © Fran Simon Copyright, 2012 6
  7. 7. What parents care about and need © Fran Simon Copyright, 2012 7
  8. 8. All parents,regardless of theirrace, ethnicity,gender, class, socio-economic status, orculture,want, need, andexpectthe same thingsfrom their childcare… © Fran Simon Copyright, 2012 8
  9. 9. Of course they expect… The basics: Healthy food, water, shelter © Fran Simon Copyright, 2012 9
  10. 10. And, of course they expect their children to bephysically and emotionally safe. © Fran Simon Copyright, 2012 10
  11. 11. All parents want theirchildren to be lovedand to belong in acommunity. © Fran Simon Copyright, 2012 11
  12. 12. All parents want their children tofeel good about themselves © Fran Simon Copyright, 2012 12
  13. 13. They want their children to learn and haveenriching experiences. © Fran Simon Copyright, 2012 13
  14. 14. They want their children be ready for school.© Fran Simon Copyright, 2012 14
  15. 15. And don’t forget…Parents need, want and expect to be able tofind child care … © Fran Simon Copyright, 2012 15
  16. 16. When theyneed it… © Fran Simon Copyright, 2012 16
  17. 17. And, it must be affordable © Fran Simon Copyright, 2012 17
  18. 18. They want, expect anddeservethe best © Fran Simon Copyright, 2012 18
  19. 19. Parents and program staff want the same things! © Fran Simon Copyright, 2012 19
  20. 20. Do you communicate with parents based on what youparents need, want and expect? © Fran Simon Copyright, 2012 20
  21. 21. Chat Question:What is the biggest parent engagementchallenge your community/program/regionfaces now? © Fran Simon Copyright, 2012 21
  22. 22. Engaging FamiliesConsiderations for Best Practice © Fran Simon Copyright, 2012 22
  23. 23. Everyone has pre-existing notions He probably won’tShe probably value mywon’t trust my parenting! program!First contact…First impression © Fran Simon Copyright, 2012 23
  24. 24. Lay the foundation of trust from theRelationships Gr8 Outcomes beginning Engagement Enrollment Engagement Foundation of Trust © Fran Simon Copyright, 2012 24
  25. 25. Why Engage families who are already enrolled?Family-School Engagement Research Says … * positive outcomes * school-readiness * * better attendance * increased motivation * * higher self esteem * * lower suspension rates * * decreased substance use * * less violent behavior * * better graduation rates * © Fran Simon Copyright, 2012 25
  26. 26. Engaging in a digital world © Fran Simon Copyright, 2012 26
  27. 27. Poll: Social Media and You Q3-5 © Fran Simon Copyright, 2012 27
  28. 28. Communication EvolutionEVOLUTION Pushing out messages Inviting INTERACTION Word of mouth © Fran Simon Copyright, 2012 28
  29. 29. Parent Engagement Evolution • Tell parents • Inform parents • Educate parentsEVOLUTION • Invite parents to engage • Give them reasons to say good things © Fran Simon Copyright, 2012 29
  30. 30. Promotional Engagement Toolkit Toolkit•Ads •Email•Mail •Web site•Phone Book •Digital Ads• Flyers •Social Media• Brochures • Word of mouth• Events © Fran Simon Copyright, 2012 30
  31. 31. Social Media Myths It’s easy!  It’s FREE!  It’s INSTANT!  It is all you have to do!  It will increase enrollment! © Fran Simon Copyright, 2012 31
  32. 32. Professional Social Media : is art and science that takes: • Openness • Planning • Policies • Training • Persistence © Fran Simon Copyright, 2012 32
  33. 33. BUT… Social Media won’t work all by itself You still need comprehensive marketing© Fran Simon Copyright, 2012 33
  34. 34. What do parents do in the social media sandbox? Meet  Ask Learn  Invite Share  Listen The universe’s largest 24/7/365 sandbox …accessible anywhere © Fran Simon Copyright, 2012 34
  35. 35. Word of Mouth (WOM) Then Now © Fran Simon Copyright, 2012 35
  36. 36. Be Present where parents go © Fran Simon Copyright, 2012 36
  37. 37. • Blogs• Email Newsletters• Digital Ads Best• Websites digital media for• Facebook attracting• Pinterest• Directories & Rating sites families © Fran Simon Copyright, 2012 37
  38. 38. • Blogs • Email Newsletters Best • Websitesdigital media for • Facebook engaging • Pinterest • Text messaging • Auto-calls © Fran Simon Copyright, 2012 38
  39. 39. © Fran Simon Copyright, 2012 39
  40. 40. The right mix of engaging info What’s in it for “me”? My kid. My needs. My interests. What’s going on and what’s great about us! 20% Promotion 80%About relevant, useful information © Fran Simon Copyright, 2012 40
  41. 41. Information Parents Crave and Need: Website © Fran Simon Copyright, 2012 41
  42. 42. Information Parents Crave and Need: Newsletters and webinars © Fran Simon Copyright, 2012 42
  43. 43. Information Parents Crave and Need: Social Media © Fran Simon Copyright, 2012 43
  44. 44. A FEW Digital Engagement Tools © Fran Simon Copyright, 2012 44
  45. 45. Social Media ToolsFacebook* TwitterLinkedIn PinterestYouTube Google+Ning MeetupOther Digital ToolsWebsites* Email Marketing*Blogs Text/Mobile*YouTube Child Care Directories*Digital Ads © Fran Simon Copyright, 2012 45
  46. 46. Is eMail Dead? NO! It connects the dots © Fran Simon Copyright, 2012 46
  47. 47. Every Program MUSThave a website! © Fran Simon Copyright, 2012 47
  48. 48. Websites Tools © Fran Simon Copyright, 2012 48
  49. 49. © Fran Simon Copyright, 2012 49
  50. 50. Facebook © Fran Simon Copyright, 2012 50
  51. 51. Facebook Stats800+ million users worldwide50% of users log on every dayConsumer, Peer to Peer Networking © Fran Simon Copyright, 2012 51
  52. 52. 1 thing to rememberBusiness pages © Fran Simon Copyright, 2012 52
  53. 53. © Fran Simon Copyright, 2012 53
  54. 54. Link FB Contests © Fran Simon Copyright, 2012 54
  55. 55. 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 © Fran Simon Copyright, 2012 55
  56. 56. Text/Mobile © Fran Simon Copyright, 2012 56
  57. 57. Mobile = Instant Engagement• Access to mobile at all socio-economic levels• Mobile access = instant access to: – email – websites – photos – videos – text messages © Fran Simon Copyright, 2012 57
  58. 58. Two Leading Auto- Texting Tools• Priced by the childor by the message• Include text, voicemessaging, email © Fran Simon Copyright, 2012 58
  59. 59. Poll: Current Engagement Tools Q 5,6 © Fran Simon Copyright, 2012 59
  60. 60. Final Tips for Digital Family Engagement © Fran Simon Copyright, 2012 60
  61. 61. # 1 Most Important Point! Empower your teams……with positive social media policies © Fran Simon Copyright, 2012 61
  62. 62. Ask, Answer, EngageALWAYS RESPOND © Fran Simon Copyright, 2012 62
  63. 63. Let Families Decide © Fran Simon Copyright, 2012 63
  64. 64. Get in there and lurk… Follow other similar programs & organizations…To learn it View videos and webinars… Get a social media buddy! © Fran Simon Copyright, 2012 64
  65. 65. You can do it! Your program depends on it. Strong digital engagement includes strong social media Strong social media activities are only one element of a strong family engagement plan plan Nothing is easy, instant, or free! You will have to learn more and invest time. © Fran Simon Copyright, 2012 65
  66. 66. Questions for me? © Fran Simon Copyright, 2012 66
  67. 67. © Fran Simon Copyright, 2012 67
  68. 68. Thank you!Fran.Simon@ESbyFS.com © Fran Simon Copyright, 2012 68
  69. 69. People /Sites you should know 03 Beth Kanter John Haydon Mashable, Social Media Linked Strategies Hubspot Marketing Resources © Fran Simon Copyright, 2012 69
  70. 70. Additional Resources Social media resources for getting started Social Media planning tools on my site Twitter Tips, Tricks, and Power Tools LinkedIn Presentations © Fran Simon Copyright, 2012 70

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