Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012
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This document provides an overview of using modern marketing and social media strategies to advocate for child care. It discusses how to view yourself as an inner marketer and use concepts like the conversion cycle to increase enrollment, fundraising, and recruitment. Specific tactics covered include using stories to connect with people, various social media platforms like Facebook, Twitter and LinkedIn, as well as blogging and creating engaging content. The importance of data collection and search engine optimization to get found online is also covered. Overall it encourages embracing marketing and provides resources for getting started with social media.
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Discover Your Inner Marketer and Advocate with Modern Marketing Strategies, NACCRRA 2012
- 1. A Marketing and Social Media intervention Discover Your Inner Marketer: Advocating for Child Care Using Modern Marketing Strategies NACCRRA Annual Policy Symposium March 9, 2012 Fran Simon | Engagement Strategies, LLC
- 3. My Inner Marketer/Advocate Was lurking behind my outter child care administrator
- 4. Then, one day… Convert Awareness The (FILL IN THE Evaluation BLANK) Consideration Cycle Interest
- 5. Apply this to Convert Awareness •Enrollment •Fundraising •Recruitment Consideration Evaluation •Marketing •Selling •Advocacy Interest •Engagement •Romance
- 6. Lesson 1:Stories Connect People People listen to, care about, and buy from people they know, like and trust. AUTHENTIC stories connect
- 7. And,YOU?
- 8. Today’s Plan 1. Working it out! 2. Marketing basics 3. Social media shift 4. Social Media Sites
- 10. * Outreach * Promotion * Advertising * Positioning * * Recruiting * Persuading * Convincing * Advocating * * Lobbying * Demonstrating * Prospecting * * Educating * Whatever you call it, marketing is not a dirty word
- 11. Marketing has everything to with child care If they can’t find you, they can’t interact with you or advocate for you.
- 12. How To Get
- 13. Do you feel better, yet?
- 14. 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)
- 15. Marketing • processes • communicating • offerings • target audiences
- 16. Target ECE Marketing/Advocacy ecosystem Parents Staff Supporters Partners Funders Community Donors Policymakers
- 17. Marketing Communication Evolution Conventional Wisdom: EVOLUTION Pushing out messages Social WisdoM (Before Social media) Inviting engagement and INTERACTION 17
- 18. Promotion …the communication link between sellers and buyers for the purpose of - influencing, -informing, or -persuading, “buyers” - Dictionary.com It’s outbound!
- 19. Engage(men • involve people intensely t) • attract people • draw people into conversation • to take part or participate - World English Dictionary It’s interactive!
- 20. Getting Found (Inbound Techniques) Blogs SEO Social media Free Content Data Conversion 20
- 21. What works? PUSH Fear Hype Make the pain stop -OR- Pull Money Compelling stories Illustrative data
- 22. FREE WORKS White papers, reports, webinars, newsletters get people into your world… So, then what?
- 24. Collecting Data Is not Necessarily evil
- 25. how you use Data is what counts
- 26. Nurture Needs nutrition. Needs relationships. Needs interaction. Needs stimulation. So do your new
- 27. Conversion = People taking the action you want them to take •Enrolling •Donating •Advocating •Volunteering
- 29. In touch with your inner marketer, yet?
- 30. Traditional Engagement Promotional Toolkit Toolkit •Ads •Email •Mail •Web site (SEO) •Phone Book •Digital Ads (PPC) •Exhibits •Social Media •Presentations •Free Content •PR •Advocacy software •Lobbying (?)
- 31. It’s not magic, mysterious, or mystical, but it’s complicated!
- 33. Paid This is where you want your program to be listed Organic
- 34. My Point? Modern marketing/advocacy: –depends on SEO –impacts SEO –It’s complicated Hire an expert or buy Marketing automation software
- 35. 35
- 36. Social Media won’t work all by itself You still need comprehensive marketing, PR, advocacy and outreach
- 37. Exhibit A: Traditional + Social
- 40. Social Media Myths It’s easy! It’s FREE! It’s INSTANT! College kids are gr8 at it! It’s fun! Anyone can do it! 40
- 41. You have to make something happen That’s why they call it “interactive” 41
- 42. Social Media Realities It is pervasive It is high-impact It plays nicely with other tactics
- 43. Professional Social Media : is art and science that takes: • Openness • Planning • Policies • Training • Persistence
- 44. Do Not give It to the intern
- 45. 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 mix 46
- 47. Content is King I’M I’M TALKING TALKING TO YOU TO YOU I’M What does TALKING I’M TALKING this mean TO YOU EVERYONE for my program? Everyone generates content
- 48. Post “Cravable” Content • Blog posts • Videos • Email newsletters • Events • News • Website content • Other Flavors
- 49. Share the right amount of information BLAH,BLA Is it my turn H, to talk? How can I BLAH!!! respond? 80% 20% Value Added Promotion 49
- 50. Jump into the stream Reacting to and engaging with other organizations and people is as important as telling people about yours.
- 51. Diving in to social media
- 52. Blogging Very deep, robust, & broad
- 53. What’s a blog? “Web log” Conceived as online journals 156 mil blogs Blogs in Plain English
- 54. Why blogs and 03 Blogs websites? Websites Less formal Formal Allow (invite) One to many comments communication Immediate Reviewed and edited Weave in links to Intended to keep the other sites, blogs visitor on the site Focused, current, Comprehensive: and topical products, services, Updated frequently More static (except news, sales, press)
- 55. Increase SEO Why Blog? 03 Attract people Engage personally Provide commentary Humanize
- 56. Read B4 blogging • 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
- 57. Comparing the Platforms Facebook Twitter LinkedIn Primary Personal Personal & Professional purpose Networking Business Networking Core Personal Profiles Both Types Professional Profiles Ease of Complex Very Complex Straight-forward Use ECE Depends on Target Moderate, but very Moderate, but Audiences tight professional Users 500 M + 80 M + 120 M + Best for Connecting & Broadcasting Connecting & Listening to the Listening Building Public and Networks with community Influencers 57
- 58. Fast, Complex, Broad, Not Deep Twitter
- 59. #ecetech #earlyed #earlychildhood #naeyc #prek #naeycac #preschool #headstart #childcare #ece
- 60. LinkedIn Slow, Robust, Deep & Broad
- 61. #1 Misconception It’s for job searching 61
- 62. “Propersonal” • Not anonymous • Professional 62
- 63. Core • Professional Profiles • Groups • Status updates • Company Profiles 63
- 64. Facebook Fast, Complex, Broad, Vast
- 65. 1 thing to remember Business pages
- 66. 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
- 67. Final Points 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.
- 68. Thank you! 68
- 69. People /Sites you should 03 Beth Kanter know John Haydon Mashable, Social Media Linked Strategies Hubspot Marketing Resources
- 70. Additional Resources Social media resources for getting started Social Media planning tools on my site Twitter Tips, Tricks, and Power Tools LinkedIn Presentations
Editor's Notes
- #11: AnxietyPhonyFakeHidden Agendas
- #13: In fact, if you don’t market, you may not have employees, advocates, volunteers, funders, clients, or children and families to serve. In fact, if you don’t market, you may not have employees, advocates, volunteers, funders, clients, or children and families to serve.
- #54: My blog story. This is a Common Craft video I bought. It only shows when it is in slide show view and you click on it.
- #70: You must follow Beth Kanter on Twitter, Facebook, and her blog. This post is about blogging as professional development in non-profits.