social media marketing and child care

Social Media and Child CareRoger Williams

Director of Marketing

Partnering with Parents

What is this all about?Audience SurveySocial Media 2011Creating a Social Media PlanA Word about Privacy

Audience Survey:Who has a website?Who has a blog on website?

Who uses Facebook?Who has a Facebook Page for biz?

Who uses Yelp?Who has verified their Yelp listing?

Social Media in 2011Facebook DominatesMobile is just as important as Full WebsiteEncompases entire Biz StrategyPrivacy Concerns are growingSearch Gets more Social

Facebook Dominates

500 Million users in 2010600 Million users in 2011

source - Fiserv

Mobile Internet Use Growing

21% of customers research services from their smartphones62% of consumers use smartphone to search for store location or directionsHalf of US population will have a smartphone by end of 2011

source - ClickZ

SM encompasses entire Biz Strategy

Marketing and PR (Naturally)RecruitingCustomer ServiceSales

Privacy Concerns are Growing

Be Transparent and Use Full DisclosureUse Closed Email Lists and Groups for Specific InformationUse Strong Passwords

Search continues to get more Social

Google already has Live searchFacebook accounted for 2% of all searches in 2010Google Places Showing in Organic ResultsYelp gets 11 Million Visits a Month

Social Media Strategy

POST*PeopleObjectivesStrategyTechnology

* - thank you Forrester's Groundswell

Social Media Strategy: People

Where are your Customers Online?What are your customers behaviors online?What social info or people do your customers rely on?What is your customers social influence? Who trusts them?How do your customers use social technologies in the context of your products?

Social Media Strategy: PeopleWhere are your Customers Online?

Social Media Strategy: PeopleWhere are your Customers Online?

Social Media Strategy: PeopleWhere are your Customers Online?

64% of Twitter’s users are aged 35 or older.

61% of Facebooks’s users are aged 35 or older.

Social Media Strategy: PeopleWhat are your Customers behaviors online?

Social Media Strategy: PeopleWhat are your Customers behaviors online?

Social Media Strategy: PeopleWhat are your Customers behaviors online?

Social Media Strategy: PeopleWhat are your Customers behaviors online?

Social Media Strategy: PeopleWhat are your Customers behaviors online?

Social Media Strategy: PeopleWhat are your Customers behaviors online?

Social Media Strategy: PeopleWhat are your Customers behaviors online?

Social Media Strategy: PeopleWhat social info or People do your customers rely on?

Social Media Strategy: PeopleWhat social info or People do your customers rely on?

Other ParentsParenting Websites

Social Media Strategy: PeopleWhat is your Customers' social influence? Who trusts them?

Social Media Strategy: PeopleWhat is your Customers' social influence? Who trusts them?

Other ParentsTheir Children, we hope! =)

Social Media Strategy: PeopleHow do your customers use social technologies in the context of your products?

Social Media Strategy: PeopleHow do your customers use social technologies in the context of your products?

Review SitesMom Blogs

Social Media Strategy: ObjectivesListeningTalkingEnergizingSupportingEmbracing

Social Media Strategy: ObjectivesListening

We have Two Ears and One Mouth...Listen for your brand and competitorsIndustry KeywordsWhat are reviewers saying?

Social Media Strategy: ObjectivesTalking

Conversation, not shoutingDon't be the salesguy at the cocktail partyVideos and PicturesEngage in Social NetworksJoin the BlogosphereCreate a Community

Social Media Strategy: ObjectivesEnergizing

Turn your best customers into salespeopleEncourage reviewsIncentivize with offers and prizes

Social Media Strategy: ObjectivesSupporting

Letting your customers support each other

Social Media Strategy: ObjectivesEmbracing

Letting your customers help improve your business

Social Media Strategy: StrategyHow do you want relationships with your customers to change?Do you want customers to help carry messages to others in your market?Do you want them to become more engaged with your company?

Social Media Strategy: StrategyHow do you want relationships with your customers to change?

Expect changes to happenExpect them to be what you did NOT expect

Social Media Strategy: StrategyDo you want customers to help carry messages to others in your market?

IncentivesDiscountsPrizes

Social Media Strategy: StrategyDo you want them to become more engaged with your company?

ReviewsSuggestionsEventsTestimonials

Social Media Strategy: TechnologyWhat applications should you build?

Facebook accounts are free but cost time and effort to do wellCreate a BudgetStart with your website since you own that contentFacebook and Yelp are prime for child careVideo on YoutubeCreating a Custom Social Network

A Word about Privacy

People are ConcernedThere are contradictions

Be open and transparentFocus on the ParentsAdd Terms and Conditions to Website

Who was that?

Roger WilliamsDirector of MarketingPhoenix Synergyrwilliams@phoenixsynergy.comwww.phoenixsynergy.comTwitter: @halfacat

Prizes!!!