A private presentation/consultation for the Board of Directors of the National Coalition of Campus Children's Centers.

1. A Social Media
intervention
National Collation for Campus Children’s Centers
Board Meeting Presentation June 9, 2012

2. Your Marketing and
Social Media Therapist
Fran Simon, M.Ed.
Chief Engagement Office
Engagement Strategies, LLC

3. And,YOU?

4. Today’s Plan
Goal: Help you discover if social media is right
for N4C. We will consider:
• What is social media?
• How does it fit with your members and target
members?
• How does it fit into your Strategic Plan?
• How does it fit with the N4C organization? (Management)
• What can it do for your organization?
© Fran Simon Copyright, 2012 4

5. What is social Media?

6. Communication Evolution
Conventional
Wisdom:
EVOLUTION
(Before Social media)
Pushing out messages
Social WisdoM
Inviting engagement
and
INTERACTION 6

7. Conventional Wisdom:
GET PEOPLE TO TRANSACT
INTERRUPTION MARKETING
“We sell memberships, you join!”
Social Wisdom
GET PEOPLE TO INTERACT
With you and each other
PERMISSION MARKETING
Word of mouth or peer to peer 7

8. Membership Engagement Evolution
Conventional
Wisdom
• Tell potential members
• Inform members
• Educate members
Social Wisdom
• Get EVERYONE to engage
• Give them reasons to say good things
• Give them reasons to renew and invite others
© Fran Simon Copyright, 2012 8

9. Professional Social Media :
is art and science that takes:
• Openness
• Planning
• Policies
• Training
• Persistence
© Fran Simon Copyright, 2012 9

10. Social Networking isn’t new
We just have more virtual options
The universe’s largest 24/7/365 sandbox
…accessible anywhere 10

11. What do you do in the social
media sandbox?
 Meet  Ask
 Learn  Invite
 Share  Listen
© Fran Simon Copyright, 2012 11

12. What Social Can Do for N4C
Claim territory
Reach target audiences where they go
Demonstrate credibility
Another way to engage
Transparency
Monitoring the field
Opportunities to listen to members
Increased website traffic, SEO

13. Social Media Myths from the resisters!
It’s just for kids.
 It is one more thing to do.
We can’t keep it up.
 Privacy! Yikes!

14. Social Media Myths from the happy camp!
 It’s easy!
 It’s FREE!
 Build it and they will come.
 It’s INSTANT!
 College kids are gr8 at it!
 It will increase MEMBERSHIP! 14

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

16. Social media is not just for being
social, it enhances…

17. Getting Social

18. Comparing the Platforms
Facebook Twitter LinkedIn
Primary Personal Personal & Professional
purpose Networking Business Networking
Ease of Use Complex Complex Straight-forward
Users 500 M + 200 M + 120 M +
ECE Depends on Target Moderate, but very Moderate, but
Audiences tight professional
Best for Connecting & Broadcasting Connecting &
Listening to the Listening Building
Public and Networks with
community Influencers
18

19. Facebook
Vast, Complex, Broad, Deep
© Fran Simon Copyright, 2012 19

20. Facebook Stats
800+ million users worldwide
50% of users log on every day
Consumer, Peer to Peer
Networking
© Fran Simon Copyright, 2012 20

21. 1 thing to remember
Business pages
© Fran Simon Copyright, 2012 21

22. © Fran Simon Copyright, 2012 22

23. Good for child care
programs?
I will let you tell me!
Good for getting new
members?
No.
Good for engaging
existing members?
A little.

24. Facebook’s potential is
huge, but the reality is that
it is just too crowded, noisy
and social for business.
BUT, N4C should be there.

25. Fast, Complex, Broad, Not Deep
Twitter

26. • 140 characters
• Like a stock exchange ticker
• Great for PD, networking, promoting
events, websites. blogs
• MUST use hashtags!

27. 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

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

29. 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

30. Deconstructing Tweets
Link to an article Attribution Hashtags
Attribution
ReTweet

31. Cross-pollinating with Hashtags
Read later: Cross-pollinating with Hashtags on Twitter

32. #ecetech #earlyed
#earlychildhood #naeyc
#prek #naeycac
#preschool #headstart
#childcare #ece
#ELL #HSprofs

33. Twitter Chats
#Edchat
#Kinderchat
#CCCCchat (wouldn’t that be cool?)

34. Good for child care
programs?
PD for staff and admins
Good for getting new
members?
Gets you noticed
Good for engaging
existing members?
Yes.

35. LinkedIn
Slow, Robust, Deep & Broad

36. LinkedIn Stats
• > 120 Million members
• 200 countries
• At least 20 ECE groups for professional
development
• Tens of thousands of ECE professionals
Business to business networking
36

37. #1 Misconception
It’s for job searching 37

38. Core
• Professional Profiles
• Groups
• Status updates
• Company Profiles
38

39. “Propersonal”
• Not anonymous
• Professional
39

40. Groups on LinkedIn

41. What do you do on LinkedIn
• Profile
• Join groups, respond and share
• Connect with people:
• Update Status
• You know
• You need to know
• Who know people you need to
know 41

42. Good for child care
programs?
For PD but not for engaging
parents.
Good for getting new
members?
YES! Gr8 for building credibility
and hooking people in! Older
demographic.
Good for engaging
existing members?
Yes.

43. Blogging
Very deep, robust, & broad

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

45. 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)

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

47. 03
Blogging: Ellen
Galinsky

48. Good for child care
programs?
Great for engaging new
parents, staff, existing parents
Good for getting new
members?
YES! Gr8 for building credibility
and hooking people in!
Good for engaging
existing members?
Yes.

49. Getting started
Get in there and lurk
Follow other similar
programs &
organizations…
To learn it View videos and
webinars…
Get a social media
buddy!
© Fran Simon Copyright, 2012 49

50. How does social fit with
your organization?

51. How much SOCIAL?
ABOUT
of the average overall marketing mix
51

52. How much time?
ABOUT
Factor in a strategic social media plan for growth and
engagement 52

53. Professional social media management tasks
Manage permissions
Design, edit, add apps to the presence/page/profile
Aggregate and create content
Respond to and manage posts
Send messages
Monitor other orgs and happenings
Build following
53

54. How can N4c do it?
Do it yourselves
Hire a consultant

55. Consultants?

56. “I know! Let’s give it to an intern!

57. Share responsibilities?

58. No easy answers!

59. Is it worth it?
Probably.
Even if it isn’t, like all
associations, N4C needs to
be present.
Here’s why…

60. How does Social fit with
your members and target
members

61. Who are your audiences?
61

62. Board Member Profile Target Member Profile
Age Age
Gender Gender
Education Education
Job Job
Interests Interests

63. Current Member Profile
Age
Gender
Education
Job
Interests

64. Listserv vs. Social Media?
or
Listserv and social media?

65. Listserv
Immediate
Easy
Comfortable
Low maintenance
Everyone is already there (Really?)

66. Social Media
Learning curve (for N4C)
Easy to use, harder to get followers
A new challenge
High maintenance
People YOU NEED are already there

67. Do you communicate with target members
and current members the way
they need, want and expect?
67
© Fran Simon Copyright, 2012

68. How does it fit with your
strategic plan?

69. Growth??
• How are you measuring
growth?
• How are you planning
for growth?
• Are you allocating
resources for growth?
• Is social media needed
for growth?

70. Growing fish in a small pond

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

72. 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 N4C depends on it.

73. Thank you!
Fran.Simon@ESbyFS.com 73