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This presentation is based on Forrester's Book The GroundSwell and was given to Directors and Owners of Child Day Care operators in Arizona.
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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
Prizes!!!
