web and emarketing presentation - dmaw association day 2009
DESCRIPTION
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.TRANSCRIPT
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Web and e-MarketingMaking the Best of Your
Digital Presence
DMAW Association Day 2009
Presented byElizabeth Weaver Engel, CAE, Director of Marketing & SponsorshipNational Association of Children’s Hospitals and Related Institutions
(NACHRI)
and
Caroline H. Fuchs, CAE, Director of Marketing & CommunicationsSmithBucklin Corporation
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50-Year Respected Authority
Achieving a natural, healthy
and safe pregnancy
and childbirth.
Understanding the impact of pregnancy,
childbirth and early parenting
decisions.Partnering – yourself, your families, care providers and
Lamaze educators – for
a safe and healthy birth.
Feeling fully
informed, confident
and supported
in the desire for a safe and
healthy birth.
Lamaze is
about…
Add Up to Good
Outcomes
Spontaneous
Labor Walking &
Moving
Continuous Labor SupportAvoid
Routine Intervention
s
Upright & Spontaneous Pushing
Keep You & Your Baby Together
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
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Key Audiences
Emma EducatorChildbirth Educators and Maternal
Health Professionals
Carmen ConsumerWomen and their families
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Join our online
community
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Also on Lamaze Web site where
they are the most visited
pages
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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
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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
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Listening
Build a Dashboard Google Alerts Twitter Search Technorati TweetBeep Backtype
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Lamaze Videos
Mommy Blogger
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Lamaze Consumer Outreach
2008-2010 Lamaze International Strategic Goals for Education and Information
To serve as the contemporary, credible source of education and information for birthing mothers using emerging, traditional and
culturally sensitive methods of communication
• Expand Childbirth education venues—online, doctors offices, fitness etc.
• Online outreach, interaction, resources• Lamaze educational content online – Ask an Expert• Weekly pregnancy e-newsletter• Targeted professional and consumer blogs, forums and Twitter feeds• The Six Lamaze Healthy Birth Practices – via YouTube
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Online Moms
35.3 million moms are online; 36.9 million projected by 2012
78% of moms who blog review products
Edelman CommunicationsResearch Study for Lamaze International, 2008
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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
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Lamaze Videos
Mommy Blogger
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Velveteen Mind Blog
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Lamaze Next Steps
Pragmatically Build a Team Develop a listing dashboard Identify the staff lead and team members Schedule regular interactions Share information Evaluate
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Case Study 1: Speak Now for Kids
www.speaknowforkids.org
@speaknowforkids
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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
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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
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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
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www.speaknowforkids.org
Campaign information
Google Earth Mashup
Tell a Friend, Social Media Links, etc.
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Google Earth
Nearly 5000 advocates
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Testimonials
Nearly 1000 written testimonials
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Nearly 3700 Causes Supporters
Over 200 Page Fans
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Over 2000 Followers
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The Moms
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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
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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.
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Case Study 2: Special Olympics2008 Holiday Fundraising Campaign
www.specialolympics.org
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Email 1 Email 4
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Landing PageInitial Final
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QUESTIONS AND DISCUSSION
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THANK YOU!
Caroline H. Fuchs, CAEDirector of Marketing & Communications
SmithBucklin [email protected]
Elizabeth Weaver Engel, CAEDirector of Marketing & Sponsorship
National Association of Children’s Hospitals and Related Institutions (NACHRI)
[email protected]://thx4playing.blogspot.com
@ewengel