Presentation on online marketing given by Caroline Fuchs, CAE of SmithBucklin and Elizabeth Weaver Engel, CAE of the National Association of Children's Hospitals and Related Institutions (NACHRI) at the 2009 DMAW Association Day.

1. 1 Web and e-MarketingMaking the Best of Your Digital Presence DMAW Association Day 2009 Presented by Elizabeth Weaver Engel, CAE, Director of Marketing & Sponsorship National Association of Children’s Hospitals and Related Institutions (NACHRI) and Caroline H. Fuchs, CAE, Director of Marketing & Communications SmithBucklin Corporation

2. 50-Year Respected Authority Mission: To promote, support and protect natural, safe and healthy birth through education and advocacy Six Lamaze Healthy Birth Practices – grounded in evidence and in language that resonates with consumers

3. 3 Key Audiences Emma Educator Childbirth Educators and Maternal Health Professionals Carmen Consumer Women and their families

4. Join our online community

8. 8 Also on Lamaze Web site where they are the most visited pages

9. 9 Building an Online TeamWeb Site and Social Media Build a team that analyzes information/metrics, communicates shared messages, and implements with immediacy Utilize listening tools and metrics for evaluation Identify team members Create the supporting system

10. 10 Online Team Tasked with strategizing, executing, and stewarding social media initiatives Roles Listening/Sharing—who’s talking, what’s being said, and who knows? Education/Evangelism Learning—product development, customer support, message creation Participating and Engaging

11. 11 Listening Build a Dashboard Google Alerts Twitter Search Technorati TweetBeep Backtype

12. Mommy Blogger Lamaze Videos

14. Online outreach, interaction, resources

15. Lamaze educational content online – Ask an Expert

16. Weekly pregnancy e-newsletter

17. Targeted professional and consumer blogs, forums and Twitter feeds

19. 15 Consumer OutreachSocial Media Strategy Outpost Strategy Go to where the target audience is having the conversation Become part of the dialogue Drive target audience back to the Lamaze Web site for additional information and access to resources Build a following

20. Mommy Blogger Lamaze Videos

21. Velveteen Mind Blog

22. 18 Lamaze Next Steps Pragmatically Build a Team Develop a listing dashboard Identify the staff lead and team members Schedule regular interactions Share information Evaluate

23. 19 Case Study 1: Speak Now for Kids www.speaknowforkids.org @speaknowforkids

24. 20 Campaign Background Health Care Reform Kids’ needs being ignored 5 weeks from concept to launch $100K price tag Worked with Adfero Group to launch (www.adfero.com) Maintained in-house

25. 21 Campaign Goals Build a national grassroots community Leverage community influence and opinion to affect health reform for kids Position N.A.C.H. as a leader in and expert on kids’ needs in health care reform

26. 22 But How? Multiple Channels Microsite Google Earth Mashup Statements of support Facebook Twitter YouTube Partnership with Working Mother Mommy blogger outreach Family Advocacy Day videos

27. 23 www.speaknowforkids.org Campaign information Tell a Friend, Social Media Links, etc. Google Earth Mashup

28. 24 Google Earth Nearly 5000 advocates

29. 25 Testimonials Nearly 1000 written testimonials

30. 26 Nearly 3700 Causes Supporters Over 200 Page Fans

31. 27 Over 2000 Followers

32. 28

33. 29 The Moms

34. 30

35. 31 Results A community of over 11,000 champions who provided 1000 testimonials Over 3500 letters to members of Congress Earned media in Roll Call, CQ Weekly, National Journal 11.6 million media impressions

36. 32 Lessons and Outcomes? Leverage a variety of online channels: drive traffic raise awareness get offline attention Children’s health care needs are on the radar of Congressional leaders Proposed legislation contains good news for kids: affordable health coverage with pediatric specific benefits.

37. 33 Case Study 2: Special Olympics2008 Holiday Fundraising Campaign www.specialolympics.org

38. 34 Email 1 Email 4

39. 35 Landing Page Initial Final

40. 36 QUESTIONS AND DISCUSSION

41. 37 THANK YOU! Caroline H. Fuchs, CAE Director of Marketing & Communications SmithBucklin Corporation cfuchs@smithbucklin.com Elizabeth Weaver Engel, CAE Director of Marketing & Sponsorship National Association of Children’s Hospitals and Related Institutions (NACHRI) ewengel@nachri.org http://thx4playing.blogspot.com @ewengel