A Marketing and Social Media Intervention for Early Childhood Programs
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A presentation by Kare Lehnhardt and Fran S. Simon at Leadership Connections, 2012, by McCormick Center for Early Childhood Leadership.
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A Marketing and Social Media Intervention for Early Childhood Programs
- 1. A Marketing and Social Media intervention Leadership Connections May 18, 2012 Fran Simon | Engagement Strategies, LLC Kara Lehnhardt | McCormick Center for EC Leadership
- 2. Your Marketing and p Social Media Therapists
- 3. And,YOU?
- 4. Experience Experienced, formal p , courses 11% Expert 0% Very Limited‐ on the job 44% Moderate on the job and workshops j b d kh 44%
- 5. Techniques
- 7. Activity: What s your self diagnosis? Activity: What’s your self diagnosis? The Emergency The Emergency The Nauseous The Nauseous The Undiagnosed The Undiagnosed The Zen Marketer The Zen Marketer Room Patient My program has a I’m not sure what’s I’m currently My program yp g marketing or social working with my implementing doesn’t have a media strategy, but program’s marketing successful marketing or social I know some parts or social media marketing and media strategy or I aren’t working. strategies. social media know my strategy know my strategy strategies in my strategies in my isn’t working. program. 7
- 8. Don t Don’t worry. We’re here to help! We re 8
- 9. Today’s Plan • Find out why marketing isn’t a dirty word • Thinking about stakeholders • Marketing 101 k • Break • Expanding the tools in our marketing mix Expanding the tools in our marketing mix © Fran Simon Copyright, 2012 9
- 11. * Outreach * Promotion * Advertising * Positioning * * Recruiting * Persuading * Convincing * Advocating * * Lobbying * Demonstrating * Prospecting * * Educating * Whatever you call it, y , marketing is not a dirty word
- 12. Marketing has g everything high quality early childhood services If families can’t find you, f ili ’t fi d you can’t provide services.
- 13. Marketing and social media help you G fo n Get found by the right people
- 14. Do you feel better Yet?
- 15. Don’t panic. Marketing and Marketing and social media are simply forms of simply forms of communicating with your with your stakeholders. The History of Twitter www.datamation.com 15
- 16. Activity: Identifying your stakeholders Children Regulating Parents agencies Your Y program Funders Employees Community Board 16
- 17. Communicating your message: Early childhood stakeholders Children Regulating Parents agencies Your Y program Funders Employees Community Board 17
- 18. Thinking from the viewpoint of your stakeholders k h ld 18
- 19. Communicating your message: Early childhood stakeholders Children Regulating Parents agencies Your Y program Funders Employees Community Board 19
- 20. What parents care about and need © Fran Simon and Kara Lehnhardt 20 Copyright, 2012
- 21. All parents, regardless of their race, ethnicity, gender, class, socio‐ economic status, or , culture, want, need, and want need and expect the same things th thi from their child care… © Fran Simon Copyright, 2012 21
- 22. Of course they expect… The basics: Healthy food, water, shelter water shelter © Fran Simon Copyright, 2012 22
- 23. And, of course they expect their children to be p y physically and emotionally safe. y y © Fran Simon Copyright, 2012 23
- 24. All parents want their children to be loved and to belong in a g community. © Fran Simon Copyright, 2012 24
- 25. All parents want their children to feel good about themselves © Fran Simon Copyright, 2012 25
- 26. They want their children to learn and have enriching experiences. © Fran Simon Copyright, 2012 26
- 27. They want their children be ready for school. © Fran Simon Copyright, 2012 27
- 28. And don’t forget… Parents need, want and expect to be able to find child care … fi d hild © Fran Simon Copyright, 2012 28
- 29. Wh h When they need it… di © Fran Simon Copyright, 2012 29
- 30. And, it must be affordable , © Fran Simon Copyright, 2012 30
- 31. They They want, expect and and deserve the best th b t © Fran Simon Copyright, 2012 31
- 32. Parents and program staff want the Parents and program staff want the same things! © Fran Simon Copyright, 2012 32
- 33. Do you communicate with parents based on what you KNOW they need, want and expect? 33 © Fran Simon Copyright, 2012
- 34. rke ng Product Price Mar tin Target Place Pl Promotion P ti
- 35. What is your product? Services Policies Products and Services Philosophies
- 36. Activity: Traveling Salesperson T li S l What is it we sell? What sets your “product” apart? 36
- 37. Marketing Communication Evolution Conventional Wisdom: Pushing out messages g g EV UTION VOLU (Before Social media) Social W l WisdoM M Inviting I iti engagement t N and INTERACTION 37
- 38. Conventional Wisdom: TO GET PEOPLE TO TRANSACT WE SELL, YOU BUY INTERRUPTION MARKETING Social Wisdom lW m TO GET PEOPLE TO TRANSACT WORD OF MOUTH PERMISSION MARKETING 38
- 39. Thinking about Transactions: What do transactions look like in your program? lik i ? 39
- 40. Promotion …the communication link the between sellers and buyers for the purpose of - influencing, g, -informing, or -persuading, “buyers” persuading buyers - Dictionary.com It s It’s outbound!
- 41. Engage(ment) • involve people intensely • attract people • draw people into conversation • t t k part or to take t participate - World English Dictionary It s It’s interactive!
- 42. Convert Awareness The (FILL IN THE BLANK) Consideration Evaluation Cycle Interest
- 43. Parent Engagement Evolution Conventional Wisdom • Tell parents Tell parents • Inform parents • Educate parents Educate parents Social Wisdom • Invite parents to engage • Give them reasons to say good things PSSSTT…THEY ARE TALKING ABOUT YOU © Fran Simon Copyright, 2012 43
- 44. Take a break… You’ve earned it! 30 minutes!
- 46. Traditional Social Toolkit Toolkit •Ads •Email •Mail •Web site •Phone Book •Digital Ads • Flyers •Social Media Social • Brochures • Word of mouth • Events • Rating sites • SEO/SEM © Fran Simon Copyright, 2012 46
- 47. Every Program MUST have a website! © Fran Simon Copyright, 2012 47
- 48. SEARCH ENGINE OPTIMIZATION Child care, my town, my state
- 49. Fresh Content Getting Found Through SEO Social Social media Blog Good design Images g Key Traffic and Links media words 49
- 51. Local Search
- 52. Local Search
- 53. Local Search Local Search • Claim business listings through Google's Claim business listings through Google s, Yahoo!'s, or Bings's respective local business centers. centers • Claim free local listing with Google Places • Regular street addresses displayed in machine‐readable text, not images hi d bl i
- 55. Is eMail Dead? NO! It connects the dots Is eMail Dead? NO! It connects the dots © Fran Simon Copyright, 2012 55
- 56. 56
- 57. 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 57
- 58. Professional Social Media : is art and science that takes: art and science that takes: • Openness • Planning g • Policies • Training • Persistence © Fran Simon Copyright, 2012 58
- 59. BUT… BUT Social Media won’t work n all by itself You still need Y till d comprehensive marketing © Fran Simon Copyright, 2012 59
- 60. What do parents do in the social media sandbox? i l di db ? Meet Ask Learn Invite Share Listen The universe’s largest 24/7/365 sandbox g …accessible anywhere © Fran Simon Copyright, 2012 60
- 61. Be Present where parents go © Fran Simon Copyright, 2012 61
- 62. How much SOCIAL? ABOUT of your overall marketing mix 62
- 63. Questions for your interventionists?
- 64. Getting Social
- 66. Facebook Stats 800 800+ million users worldwide 50% of users log on every day Consumer, Peer to Peer Networking © Fran Simon Copyright, 2012 66
- 67. 1 thing to remember Business pages © Fran Simon Copyright, 2012 67
- 68. © Fran Simon Copyright, 2012 68
- 69. Link FB Contests © Fran Simon Copyright, 2012 69
- 70. 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 70
- 71. Fast, Complex, Broad, Not Deep Twitter
- 72. Twitter Stats •200 mil users1 • 110 mil active users every day1 • 200 mil tweets per day2 •1.6 bil search queries per day2 • Median age: 312 1Forbes.com 2Social Media Today Twitter in Plain English
- 73. But, what is it? “Microblogging”‐ 140 character messages
- 74. Getting started Getting started Get in there and lurk Follow other similar programs & & organizations… To learn it To learn it View videos and webinars… Get a social media buddy! b dd ! © Fran Simon Copyright, 2012 74
- 75. Activity: My prescription for success ct ty: y p esc pt o o success 1) Based on the information gathered in today’s session, I realize my marketing strategy needs… needs 2) Based on the information gathered in today’s session, I’m ready to try…. 75
- 76. 4 Final Points 1. A strong marketing plan includes a strong social media plan 2. A strong social media plan is only one element of a strong marketing plan l t f t k ti l 3. Nothing i 3 N thi is easy, instant, or free! i t t f ! 4. 4 You can do it Your program depends on it it. it.
- 77. People /Sites you should know 03 Beth Kanter John Haydon Mashable, Social Media Linked Strategies Hubspot Marketing Resources
- 78. Additional Resources Social media resources for getting started Social M di l S i l Media planning tools on my site i t l it Twitter Tips, Tricks, and Power Tools LinkedIn Presentations
- 79. Bonus: Great ECE Blogs • Birth to Thrive Online: http://birthtothrive.thrivebyfivewa.org/ • Early Ed Watch: http://earlyed.newamerica.net/blogmain/ • Lead from the Start http://circle-time.blogspot.com/ • Early Stories http://earlystories.org/ • Language Castle: http://languagecastle.com/wordpress • Preschool Matters Today: http://preschoolmatters org/ http://preschoolmatters.org/ •The Grass Stain Guru http://grassstainguru.com/ • Teach Preschool http://www.teachpreschool.org/ • 140+ In The Moment http://fssimon.wordpress.com/ • Early Childhood Investigations http://earlychildhoodwebinars.com/blog-2 http://earlychildhoodwebinars com/blog 2
- 80. Thank you! 80