NAEYC Annual Conference November 3, 2011

Fran Simon | Engagement Strategies, LLC

A Marketing and

Social Media intervention

, ?

Today’s Plan 1. Working it out!

2. Marketing basics

3. Social media shift

4. Social Media Sites

5. Deeper Dive

6. Resources

Whatever you call it,

marketing is not a dirty word

* Outreach * Promotion * Advertising * Positioning *

* Recruiting * Persuading * Convincing * Advocating * * Lobbying * Demonstrating * Prospecting *

* Educating *

Marketing has

everything to with offering high quality

early childhood services

Deeper info: Marketing is not a Dirty Word

Do you feel better Yet?

Marketing

Marketing is the activity, set

of institutions, and

processes for creating,

communicating, delivering,

and exchanging

offerings that have value for

customers, clients,

partners, and society at

large.

(American Marketing Association)

Marketing

• processes

• communicating

• offerings

• target audiences

Ma

rk

etin

g

Product Price

Promotion Place

Target

Parents Staff

Funders

Partners Policymakers

Licensing Community

Donors

Target

Services

Policies

Philosophies

What is your product?

Stuff

Marketing Communication Evolution

Conventional Wisdom:

Pushing out messages (Before Social media)

Inviting engagement

and

INTERACTION

14

EV

OL

UT

ION

Conventional Wisdom:

TO GET PEOPLE TO

TRANSACT

TO GET PEOPLE TO

TRANSACT

15

Promotion …the communication link

between sellers and

buyers for the purpose of

- influencing,

-informing, or

-persuading, “buyers” - Dictionary.com

It’s outbound!

Engage(ment) • involve people intensely

• attract people

• draw people into

conversation

• to take part or

participate - World English Dictionary

It’s interactive!

Awareness

Consideration

Interest

Evaluation

Convert

The (FILL IN THE BLANK)

Cycle

To Get found by the right people

20 Conversion

Free Content

SEO

Blogs

Social media

Getting Found (Inbound Techniques)

Data

Conversion = People taking the action you

want them to take

•Enrolling

•Donating

•Advocating

•Volunteering

AND THEN…

Use data to re-engage

Collecting

Data

Is not

Necessarily

evil

how you use Data is

what counts

Do you feel better Yet?

Promotional

Toolkit •Email

•Social Media

•Digital Ads (PPC)

•Web site (SEO)

Engagement

Toolkit

•Mail

•Ads

•Presentations

•Exhibits

•Lobbying (?)

•PR

•Phone Book

•Free Content

1 Print Mail Ads

Email

SEO and Digital Ads

(PPC)

PR

Presos &

Exhibits

Free Content

Social media

Optimized

Website

27

Website-Centric

Framework

Email

Re-Engage

Offers

Content

Capture information from

people who engage with you

Social media

Blogs

Optimized

Website

Engagement-Centric

Framework

29

Social Networking

Social =

30

People together in groups

Networking =

exchanging information with others

31

We just have more virtual options

Social Networking isn’t new

The universe’s largest 24/7/365 cocktail

party…accessible anywhere

Social Media Myths

32

It’s FREE!

It’s INSTANT!

It’s easy!

Anyone can do it!

It’s fun!

College kids are gr8 at it!

33

You have to make something happen

That’s why they call it “interactive”

It is high-impact

Social Media Realities

It is pervasive

It plays nicely with other tactics

• Openness

• Planning

• Policies

• Training

• Persistence

Professional Social Media : is art and science that takes:

Do Not give It to the intern! Deeper Info: Social Media? Give it to the Intern! (NOT!)

How much SOCIAL?

37

ABOUT

of your overall marketing mix

38

Loss of “control”

Inability to sustain the effort

Privacy

Staff distraction

Transparency

Defensive: Claim your territory

Reach audiences where they go

Demonstrate accountability

Another way to broadcast info

Respond to problems

Monitoring/Listening

Build partnerships

Get and share information

Increased website traffic, SEO

&

Build Credibility

I have

something

valuable to

share!

Content is King

I’M TALKING TO YOU

I’M TALKING TO YOU

I’M TALKING TO YOU

I’M TALKING EVERYONE

What does this mean

for my program?

Content is King

Everyone generates content

• Blog posts

• Videos

• Email newsletters

• Events

• News

• Website content

• Other Flavors

Post “Cravable” Content

42

Share the right amount of information

20%

Promotion

80%

Value Added

When can I tell her

about our program?

Diving in to social media

44

Comparing the Platforms Facebook Twitter LinkedIn

Primary

purpose Personal

Networking

Personal &

Business

Professional

Networking

Core Personal Profiles Both Types Professional

Profiles

Ease of

Use

Complex Very Complex Straight-forward

ECE

Audiences

Depends on Target Moderate, but very

tight

Moderate, but

professional

Users 500 M + 80 M + 120 M +

Best for Connecting &

Listening to the

Public and

community

Broadcasting

Listening

Connecting &

Building

Networks with

Influencers

Twitter

Fast, Complex, Broad, Not Deep

•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 Stats

Twitter in Plain English

But, what is it?

“Microblogging”- 140 character messages

@Twitter ID A tweet to a specific person that is visible to all

RT @Twitter ID= ReTweet Broadcasting someone else’s tweet

D TwitterID A direct message to a specific person

# = Hashtag Hashtags define topics so they are searchable

Tweeting In Action: Decoding the

Symbols

The Art of the Link and The Art of

the Hashtag

Link to an article

#earlyed

#naeyc

#naeycac

#headstart

#ece

#ecetech

#earlychildhood

#prek

#preschool

#childcare

LinkedIn

Blogging

Slow, Robust, Deep & Broad

52

LinkedIn Stats

• > 120 Million members

• 200 countries

• All Fortune 500 companies

Business to business networking

53

#1 Misconception

It’s for job searching

54

• Professional Profiles

• Groups

• Status updates

• Company Profiles

Core

55

“Propersonal”

• Not anonymous

• Professional

• Gr8 Profile • Connect with people:

• You know • You need to know • Who know people you need to know

• Update Status • Join groups, respond and share

Connect on LinkedIn

56 Deeper info on my blog: LinkedIn Tips

Facebook

Fast, Complex, Broad, Vast

800+ million users worldwide

50% of users log on every day

Changes VERY often

College > High School > Everyone >

Business

Facebook Stats

Consumer, Peer to Peer Networking

1 thing to remember

Business pages

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

Blogging

Very deep, robust, & broad

What’s a blog?

“Web log”

Conceived as

online journals

156 mil blogs

Blogs in Plain English

03 Blogs Websites

Less formal Formal

Allow (invite)

comments

One to many

communication

Immediate Reviewed and edited

Weave in links to

other sites, blogs

Intended to keep the

visitor on the site

Focused, current,

and topical

Comprehensive:

products, services,

Updated frequently More static (except

news, sales, press)

Why blogs and websites?

Wh

y B

lo

g?

03 Increase SEO

Attract people

Engage personally

Provide commentary

Humanize

03

Blogging: Ellen Galinsky

• 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/

•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

Read B4 blogging

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

3. Nothing is easy, instant, or free!

4. You can do it. Your program depends on it.

4 Final Points

Thank you!

68 ECEwebinars.org http://dooid.com/fransimon#

03 People /Sites you should know

Beth Kanter

John Haydon

Mashable, Social Media

Hubspot Marketing Resources

Linked Strategies

Additional Resources Social media resources for getting started

Social Media planning tools on my site

Twitter Tips, Tricks, and Power Tools

LinkedIn Presentations

A Marketing and Social Media intervention by

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