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 the 2009 DMAW Association Day.

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Web and eMarketing Presentation - DMAW Association Day 2009

  1. 1. 1<br />Web and e-MarketingMaking the Best of Your Digital Presence<br />DMAW Association Day 2009<br />Presented by<br />Elizabeth Weaver Engel, CAE, Director of Marketing & Sponsorship<br />National Association of Children’s Hospitals and Related Institutions (NACHRI)<br />and <br />Caroline H. Fuchs, CAE, Director of Marketing & Communications<br />SmithBucklin Corporation<br />
  2. 2. 50-Year Respected Authority<br />Mission: To promote, support and protect natural, safe and healthy birth through education and advocacy<br />Six Lamaze Healthy Birth Practices – grounded in evidence and in language that resonates with consumers<br />
  3. 3. 3<br />Key Audiences<br />Emma Educator<br />Childbirth Educators and Maternal Health Professionals<br />Carmen Consumer<br />Women and their families<br />
  4. 4. Join our online community<br />
  5. 5.
  6. 6.
  7. 7.
  8. 8. 8<br />Also on Lamaze Web site where they are the most visited pages<br />
  9. 9. 9<br />Building an Online TeamWeb Site and Social Media<br />Build a team that analyzes information/metrics, communicates shared messages, and implements with immediacy<br />Utilize listening tools and metrics for evaluation<br />Identify team members<br />Create the supporting system<br />
  10. 10. 10<br />Online Team<br />Tasked with strategizing, executing, and stewarding social media initiatives<br />Roles<br />Listening/Sharing—who’s talking, what’s being said, and who knows? <br />Education/Evangelism<br />Learning—product development, customer support, message creation<br />Participating and Engaging<br />
  11. 11. 11<br />Listening<br />Build a Dashboard<br />Google Alerts<br />Twitter Search<br />Technorati<br />TweetBeep<br />Backtype<br />
  12. 12. Mommy Blogger<br />Lamaze Videos<br />
  13. 13. 13<br />Lamaze Consumer Outreach<br />2008-2010 Lamaze International Strategic Goals for Education and Information<br />To serve as the contemporary, credible source of education and information for birthing mothers using emerging, traditional and culturally sensitive methods of communication<br /><ul><li>Expand Childbirth education venues—online, doctors offices, fitness etc.
  14. 14. Online outreach, interaction, resources
  15. 15. Lamaze educational content online – Ask an Expert
  16. 16. Weekly pregnancy e-newsletter
  17. 17. Targeted professional and consumer blogs, forums and Twitter feeds
  18. 18. The Six Lamaze Healthy Birth Practices – via YouTube</li></li></ul><li>14<br />Online Moms<br />35.3 million moms are online; <br />36.9 million projected by 2012<br />78% of moms who blogreview products<br />Edelman Communications<br />Research Study for Lamaze International, 2008<br />
  19. 19. 15<br />Consumer OutreachSocial Media Strategy<br />Outpost Strategy<br />Go to where the target audience is having the conversation<br />Become part of the dialogue <br />Drive target audience back to the Lamaze Web site for additional information and access to resources<br />Build a following<br />
  20. 20. Mommy Blogger<br />Lamaze Videos<br />
  21. 21. Velveteen Mind Blog <br />
  22. 22. 18<br />Lamaze Next Steps<br />Pragmatically Build a Team<br />Develop a listing dashboard<br />Identify the staff lead and team members<br />Schedule regular interactions<br />Share information<br />Evaluate<br />
  23. 23. 19<br />Case Study 1: Speak Now for Kids<br />www.speaknowforkids.org<br />@speaknowforkids<br />
  24. 24. 20<br />Campaign Background<br />Health Care Reform <br />Kids’ needs being ignored<br />5 weeks from concept to launch<br />$100K price tag<br />Worked with Adfero Group to launch (www.adfero.com)<br />Maintained in-house<br />
  25. 25. 21<br />Campaign Goals<br />Build a national grassroots community<br />Leverage community influence and opinion to affect health reform for kids<br />Position N.A.C.H. as a leader in and expert on kids’ needs in health care reform<br />
  26. 26. 22<br />But How?<br />Multiple Channels<br />Microsite<br />Google Earth Mashup<br />Statements of support<br />Facebook<br />Twitter<br />YouTube<br />Partnership with Working Mother<br />Mommy blogger outreach<br />Family Advocacy Day videos<br />
  27. 27. 23<br />www.speaknowforkids.org<br />Campaign information<br />Tell a Friend, Social Media Links, etc.<br />Google Earth Mashup<br />
  28. 28. 24<br />Google Earth<br />Nearly 5000 advocates<br />
  29. 29. 25<br />Testimonials<br />Nearly 1000 written testimonials<br />
  30. 30. 26<br />Nearly 3700 Causes Supporters<br />Over 200 Page Fans<br />
  31. 31. 27<br />Over 2000 Followers<br />
  32. 32. 28<br />
  33. 33. 29<br />The Moms<br />
  34. 34. 30<br />
  35. 35. 31<br />Results<br />A community of over 11,000 champions who provided 1000 testimonials<br />Over 3500 letters to members of Congress<br />Earned media in Roll Call, CQ Weekly, National Journal<br />11.6 million media impressions<br />
  36. 36. 32<br />Lessons and Outcomes?<br />Leverage a variety of online channels:<br />drive traffic<br />raise awareness<br />get offline attention<br />Children’s health care needs are on the radar of Congressional leaders<br />Proposed legislation contains good news for kids: affordable health coverage with pediatric specific benefits.<br />
  37. 37. 33<br />Case Study 2: Special Olympics2008 Holiday Fundraising Campaign<br />www.specialolympics.org<br />
  38. 38. 34<br />Email 1 Email 4<br />
  39. 39. 35<br />Landing Page<br />Initial<br />Final<br />
  40. 40. 36<br />QUESTIONS AND DISCUSSION<br />
  41. 41. 37<br />THANK YOU!<br />Caroline H. Fuchs, CAE<br />Director of Marketing & Communications<br />SmithBucklin Corporation<br />cfuchs@smithbucklin.com<br />Elizabeth Weaver Engel, CAE<br />Director of Marketing & Sponsorship<br />National Association of Children’s Hospitals and Related Institutions (NACHRI)<br />ewengel@nachri.org<br />http://thx4playing.blogspot.com <br />@ewengel<br />