This document summarizes a presentation about marketing and social media interventions for early childhood programs. It discusses how marketing has shifted from promotion to engagement through interactive communication. Social media is an important part of marketing strategies now as it allows two-way conversations. The presentation provides an overview of major social media platforms like Facebook, Twitter, and LinkedIn and how each can be used for early childhood audiences. It emphasizes that social media requires planning, policies, training and ongoing effort to be effective.

1. A Marketing and
Social Media intervention
NAEYC Annual Conference November 3, 2011
Fran Simon | Engagement Strategies, LLC

3. , ?

4. Today’s Plan
1. Working it out!
2. Marketing basics
3. Social media shift
4. Social Media Sites
5. Deeper Dive
6. Resources

6. * Outreach * Promotion * Advertising * Positioning *
* Recruiting * Persuading * Convincing * Advocating
*
* Lobbying * Demonstrating * Prospecting *
* Educating *
Whatever you call it,
marketing is not a dirty word

7. Marketing has
everything
to with offering high quality
early childhood services
Deeper info: Marketing is not a Dirty Word

8. Do you feel better Yet?

9. 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)

10. Marketing
• processes
• communicating
• offerings
• target audiences

11. Marketing
Product Price
Target
Place Promotion

12. Target
Parents
Staff
Funders
Licensing
Community
Donors
Policymakers
Partners

13. What is your product?
Services
Policies
Stuff
Philosophies

14. Marketing Communication Evolution
Conventional Wisdom:
Pushing out messages
EVOLUTION
(Before Social media)
Inviting engagement
and
INTERACTION 14

15. Conventional Wisdom:
TO GET PEOPLE TO
TRANSACT
TO GET PEOPLE TO
TRANSACT
15

16. Promotion
…the communication link
between sellers and
buyers for the purpose of
- influencing,
-informing, or
-persuading, “buyers”
- Dictionary.com
It’s outbound!

17. Engage(ment)
• involve people intensely
• attract people
• draw people into
conversation
• to take part or
participate
- World English Dictionary It’s interactive!

18. Convert Awareness
The
(FILL IN THE BLANK)
Consideration
Evaluation
Cycle
Interest

19. To Get found
by the right people

20. Getting Found
(Inbound Techniques)
Blogs
SEO Social
media
Free
Content
Data
Conversion 20

21. Conversion =
People taking the action you
want them to take
•Enrolling
•Donating
•Advocating
•Volunteering
AND THEN…

22. Use data to re-engage

23. Collecting
Data
Is not
Necessarily
evil

24. how you use Data is
what counts

25. Do you feel better Yet?

26. Promotional Engagement
Toolkit Toolkit
•Ads •Email
•Mail •Web site (SEO)
•Phone Book •Digital Ads (PPC)
•Exhibits •Social Media
•Presentations •Free Content
•PR
•Lobbying (?)

27. Website-Centric
1 Print
Mail
Framework Ads
Social
Email
media
Optimized
Website SEO and
Free Digital Ads
Content (PPC)
Presos
& PR
Exhibits
27

28. Engagement-Centric
Email
Framework
Re-Engage
Offers
Optimized
Website
Content
Social media Capture
information from
Blogs people who
engage with you

29. 29

30. Social Networking
Social =
People together in groups
Networking =
exchanging information with others
30

31. Social Networking isn’t new
We just have more virtual options
The universe’s largest 24/7/365 cocktail
party…accessible anywhere 31

32. 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! 32

33. You have to make something happen
That’s why they call it “interactive”
33

34. Social Media Realities
 It is pervasive
 It is high-impact
 It plays nicely with other tactics

35. Professional Social Media :
is art and science that takes:
• Openness
• Planning
• Policies
• Training
• Persistence

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

37. How much SOCIAL?
ABOUT
of your overall marketing mix
37

38. &
Loss of “control” Defensive: Claim your territory
Inability to sustain the effort Reach audiences where they go
Privacy Demonstrate accountability
Staff distraction Another way to broadcast info
Transparency Respond to problems
Monitoring/Listening
Build partnerships
Get and share information
Build
Increased website traffic, SEO
Credibility 38

39. Content is King
I have
something
valuable to
share!

40. 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

41. Post “Cravable” Content
• Blog posts
• Videos
• Email newsletters
• Events
• News
• Website content
• Other Flavors

42. Share the right amount of information
When can I
tell her
about our
program?
80% 20%
Value Added Promotion
42

43. Diving in to social media

44. 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 44

45. Fast, Complex, Broad, Not Deep
Twitter

46. 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

47. But, what is it?
“Microblogging”- 140 character messages

48. Tweeting In Action: Decoding the
Symbols
@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

49. The Art of the Link and The Art of
the Hashtag
Link to an article

50. #ecetech #earlyed
#earlychildhood #naeyc
#prek #naeycac
#preschool #headstart
#childcare #ece

51. LinkedIn
Slow, Robust, Deep & Broad
Blogging

52. LinkedIn Stats
• > 120 Million members
• 200 countries
• All Fortune 500 companies
Business to business networking
52

53. #1 Misconception
It’s for job searching 53

54. Core
• Professional Profiles
• Groups
• Status updates
• Company Profiles
54

55. “Propersonal”
• Not anonymous
• Professional
55

56. Connect on LinkedIn
• 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
Deeper info on my blog: LinkedIn Tips 56

57. Facebook
Fast, Complex, Broad, Vast

58. Facebook Stats
800+ million users worldwide
50% of users log on every day
Changes VERY often
College > High School > Everyone >
Business
Consumer, Peer to Peer Networking

59. 1 thing to remember
Business pages

60. 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

61. Blogging
Very deep, robust, & broad

62. What’s a blog?
“Web log”
Conceived as
online journals
156 mil blogs
Blogs in Plain English

63. Why blogs and websites?
03
Blogs 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)

64. Increase SEO
Why Blog? 03
Attract people
Engage personally
Provide commentary
Humanize

65. 03
Blogging: Ellen Galinsky

66. 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

67. 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
3. Nothing is easy, instant, or free!
4. You can do it. Your program depends on it.

68. Thank you!
.
ECEwebinars org
http://dooid.com/fransimon#
68

69. People /Sites you should know
03
Beth Kanter
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

71. A Marketing and Social Media intervention by
Fran Sokol Simon is licensed under a
Creative Commons Attribution-NonCommercial-
ShareAlike 3.0 United States License.