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

•Mail

•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

Twitter

Fast, Complex, Broad, Not Deep

#earlyed

#naeyc

#naeycac

#headstar

t

#ece

#ecetech

#earlychildhood

#prek

#preschool

#childcare

LinkedIn

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

Facebook

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