NACCRRA Annual Policy SymposiumMarch 9, 2012
Fran Simon | Engagement Strategies, LLC
A Marketing and Social Media intervention
Discover Your Inner Marketer:Advocating for Child Care Using
Modern Marketing Strategies
Was lurking behind my outter child care administrator
My Inner Marketer/Advocate
Then, one day…Awarenes
s
Consideration
Interest
Evaluation
Convert
The(FILL IN THE
BLANK)
Cycle
Apply this toAwareness
Consideration
Interest
Evaluation
Convert •Enrollment•Fundraising•Recruitment•Marketing•Selling•Advocacy•Engagement•Romance
Lesson 1:Stories Connect People
People listen to, care about, and buy from people they
know, like and trust.
AUTHENTIC stories connect
And,YOU?
Today’s Plan1. Working it out!
2. Marketing basics
3. Social media shift
4. Social Media Sites
Dispel
Preconceived
notions
and address
Fears
About Marketing
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 child care
If they can’t find you, they can’t interact with you or advocate for you.
How To Get found
by the right people
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
Parents StaffFundersPartners
Policymakers
Supporters
Community
Donors
TargetECE
Marketing/Advocacy ecosystem
Marketing Communication Evolution
Conventional Wisdom:
Pushing out messages(Before Social media)Social WisdoM
Inviting engagement and
INTERACTION 17
EV
OLU
TIO
N
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 DictionaryIt’s
interactive!
20Conversion
Free Content
SEO
Blogs
Social media
Getting Found(Inbound Techniques)
Data CO
LLEC
TING
DAT
A
What works?PUSHFearHypeMake the pain stop
-OR-Pull
MoneyCompelling stories
Illustrative data
FREE WORKS
White papers, reports, webinars, newsletters get people into your
world…
So, then what?
Capture information
Collecting Data Is not Necessarily evil
how you use Data is what counts
Nurture
Needs nutrition.Needs relationships.Needs interaction.Needs stimulation.
So do your new leads!
Conversion =People taking the action you want them to take•Enrolling•Donating•Advocating•Volunteering
Got Data?
Do good
In touch with your inner marketer, yet?
Traditional Promotional
Toolkit•Email
•Social Media
•Digital Ads (PPC)
•Web site (SEO)
Engagement Toolkit
•Ads
•Presentations
•Exhibits
•Lobbying (?)
•PR
•Phone Book
•Free Content
• Advocacy software
It’s not magic, mysterious, or mystical, but it’s complicated!
Paid
Organic
This is where you want your program to be listed
My Point?Modern marketing/advocacy:
–depends on SEO–impacts SEO–It’s complicated
Hire an expert or buyMarketing automation
software
35
Social Media
won’t work all by itself
You still need comprehensive marketing, PR, advocacy and
outreach
Exhibit A: Traditional + Social
40
Social Media Myths
It’s FREE!
It’s INSTANT!
It’s easy!
Anyone can do it!
It’s fun!
College kids are gr8 at it!
41
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
Getting Started: Policies First
What your organization CAN DO and how to do it. Keep it positive and instructive!
46
How much SOCIAL?
ABOUT
of your overall marketing mix¼
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
49
Share the right amount of information
20%Promotion
80%Value Added
Is it my turn to talk? How
can I respond?
BLAH,BLAH, BLAH!!!
Jump into the stream
Reacting to and engaging with
other organizations and
people is as important as telling people about yours.
Diving in to social media
Blogging
Very deep, robust, & broad
What’s a blog?
“Web log”Conceived as online journals
156 mil blogs
Blogs in Plain English
03Blogs WebsitesLess 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?
Why B
log? 03Increase SEO
Attract people
Engage personally
Provide commentary
Humanize
• 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
57
Comparing the PlatformsFacebook 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 thePublic and community
BroadcastingListening
Connecting & Building Networks withInfluencers
Fast, Complex, Broad, Not Deep
#earlyed
#naeyc
#naeycac
#headstar
t
#ece
#ecetech
#earlychildhood
#prek
#preschool
#childcare
Slow, Robust, Deep & Broad
61
#1 Misconception
It’s for job searching
62
“Propersonal”
• Not anonymous
• Professional
63
• Professional
Profiles
• Groups
• Status updates
• Company Profiles
Core
Fast, Complex, Broad, Vast
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
1. BE PROUD. You must be visible to advocate, raise funds, provide services.
2. TELL YOUR STORY. People are influenced by people and organizations they like and trust.
3. Nothing (good) is easy, instant, or free!
4. Collect data. Focus on SEO.
5. EMBRACE YOUR INNER MARKETER. Your program or cause depends on it.
Final Points
68
Thank you!
Fran.Simon@ESb
yFS.com
03People /Sites you should know
Beth Kanter
John Haydon
Mashable, Social Media
Hubspot Marketing Resources
Linked Strategies
Additional ResourcesSocial media resources for getting started
Social Media planning tools on my site
Twitter Tips, Tricks, and Power Tools
LinkedIn Presentations