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Engaging
 Parents in a
 Digital
  World:
Strategies for Tribal
  Early Childhood
      Settings
    March 29, 2012
    OCC, Region V
  Fran Simon, M.Ed.   1
Before they enroll, and when they are in care,

                   to engage families
           * Outreach * Promotion * Advertising * Informing *


                                          * Convincing * Advocating *




* Recruiting * Persuading *



* Educating * Demonstrating * Marketing *
                        © Fran Simon Copyright, 2012              2
First, families
have to find child care
         © Fran Simon Copyright, 2012   3
Marketing is not a dirty word-
It connects parents with programs!
             © Fran Simon Copyright, 2012   4
Today we will talk about
• What parents care about and need

• Engagement with enrolled families

• Engagement for parents seeking care

• Digital techniques for parent engagement

• Brief overview of social media & online tools


                   © Fran Simon Copyright, 2012   5
Poll: About You
                                    Q1




     © Fran Simon Copyright, 2012        6
What parents care about and need




            © Fran Simon Copyright, 2012   7
All parents,
regardless of their
race, ethnicity,
gender, class, socio-
economic status, or
culture,
want, need, and
expect
the same things
from their child
care…
                  © Fran Simon Copyright, 2012   8
Of course they
    expect…




                        The basics: Healthy food,
                             water, shelter
                 © Fran Simon Copyright, 2012   9
And, of course they expect their children to be
physically and emotionally safe.




                  © Fran Simon Copyright, 2012    10
All parents want their
children to be loved
and to belong in a
community.




                   © Fran Simon Copyright, 2012   11
All parents want their children to
feel good about themselves




            © Fran Simon Copyright, 2012   12
They want their children to learn and have
enriching experiences.
                © Fran Simon Copyright, 2012   13
They want their children
     be ready for school.
© Fran Simon Copyright, 2012   14
And don’t forget…
Parents need, want and expect to be able to
find child care …




                © Fran Simon Copyright, 2012   15
When they
need it…




        © Fran Simon Copyright, 2012   16
And, it must be affordable




         © Fran Simon Copyright, 2012   17
They
 want,
 expect
  and
deserve
the best



           © Fran Simon Copyright, 2012   18
Parents and program staff want the
           same things!
            © Fran Simon Copyright, 2012   19
Do you communicate with parents
       based on what you


parents need, want and expect?



            © Fran Simon Copyright, 2012   20
Chat Question:




What is the biggest parent engagement
challenge your community/program/region
faces now?       © Fran Simon Copyright, 2012   21
Engaging Families
Considerations for Best Practice




           © Fran Simon Copyright, 2012   22
Everyone has pre-existing notions
                                                He probably won’t
She probably                                         value my
won’t trust my                                      parenting!
  program!




First contact…First impression
                 © Fran Simon Copyright, 2012               23
Lay the foundation of trust from the
Relationships    Gr8 Outcomes
                beginning
                        Engagement

                          Enrollment

                     Engagement



                Foundation of Trust
                      © Fran Simon Copyright, 2012   24
Why Engage families who are already enrolled?
Family-School Engagement Research Says …

      * positive outcomes * school-readiness *
    * better attendance * increased motivation *

                                  * higher self esteem *
                             * lower suspension rates *
                          * decreased substance use *
                                * less violent behavior *
                             * better graduation rates *
                    © Fran Simon Copyright, 2012            25
Engaging in a digital world




        © Fran Simon Copyright, 2012   26
Poll: Social Media and You
                                         Q3-5




          © Fran Simon Copyright, 2012          27
Communication Evolution
EVOLUTION




                 Pushing out messages


                  Inviting INTERACTION
                     Word of mouth
                    © Fran Simon Copyright, 2012   28
Parent Engagement Evolution

                         • Tell parents
                       • Inform parents
                      • Educate parents
EVOLUTION




                   • Invite parents to engage
            • Give them reasons to say good things

                         © Fran Simon Copyright, 2012   29
Promotional                            Engagement
  Toolkit                                Toolkit
•Ads                                •Email
•Mail                               •Web site
•Phone Book                         •Digital Ads
• Flyers                            •Social Media
• Brochures
                                    • Word of mouth
• Events


              © Fran Simon Copyright, 2012            30
Social Media Myths
 It’s easy!
                 It’s FREE!

  It’s INSTANT!

                It is all you have to do!

         It will increase enrollment!
                    © Fran Simon Copyright, 2012   31
Professional Social Media :
 is art and science that takes:
         •   Openness
         •   Planning
         •   Policies
         •   Training
         •   Persistence
              © Fran Simon Copyright, 2012   32
BUT…
                               Social Media
                                won’t work
                               all by itself

                                You still need
                                comprehensive
                                 marketing
© Fran Simon Copyright, 2012               33
What do parents do in the
    social media sandbox?
 Meet       Ask
 Learn      Invite
 Share      Listen



 The universe’s largest 24/7/365 sandbox
         …accessible anywhere
               © Fran Simon Copyright, 2012   34
Word of Mouth (WOM)

  Then



         Now

               © Fran Simon Copyright, 2012   35
Be Present where parents go




           © Fran Simon Copyright, 2012   36
•   Blogs
•   Email Newsletters
•   Digital Ads             Best
•   Websites         digital media for
•   Facebook             attracting
•   Pinterest
•   Directories &
    Rating sites
                          families
                  © Fran Simon Copyright, 2012   37
• Blogs
                           • Email Newsletters
       Best
                                    • Websites
digital media            for        • Facebook
    engaging                         • Pinterest
                              • Text messaging
                                   • Auto-calls

         © Fran Simon Copyright, 2012        38
© Fran Simon Copyright, 2012   39
The right mix of engaging info

                        What’s in it for “me”?
                        My kid.
                        My needs.
                        My interests.
                                                  What’s going on and
                                                  what’s great about us!

                                                    20%
                                                 Promotion
        80%
About relevant, useful
    information   © Fran Simon Copyright, 2012                     40
Information Parents Crave and Need:
              Website




             © Fran Simon Copyright, 2012   41
Information Parents Crave and Need:
     Newsletters and webinars




             © Fran Simon Copyright, 2012   42
Information Parents Crave and Need:
           Social Media




             © Fran Simon Copyright, 2012   43
A FEW Digital Engagement Tools




           © Fran Simon Copyright, 2012   44
Social Media Tools
Facebook*           Twitter
LinkedIn            Pinterest
YouTube             Google+
Ning                Meetup

Other Digital Tools
Websites*           Email Marketing*
Blogs               Text/Mobile*
YouTube             Child Care Directories*
Digital Ads
              © Fran Simon Copyright, 2012    45
Is eMail Dead? NO! It connects the dots




              © Fran Simon Copyright, 2012
                                             46
Every Program MUST
have a website!




               © Fran Simon Copyright, 2012   47
Websites Tools




   © Fran Simon Copyright, 2012   48
© Fran Simon Copyright, 2012   49
Facebook



  © Fran Simon Copyright, 2012   50
Facebook Stats

800+ million users worldwide
50% of users log on every day


Consumer, Peer to Peer Networking
            © Fran Simon Copyright, 2012   51
1 thing to remember


Business pages



     © Fran Simon Copyright, 2012   52
© Fran Simon Copyright, 2012   53
Link FB Contests




   © Fran Simon Copyright, 2012   54
Gr8 Examples of ECE on
            Facebook
•NAEYC
• McCormick Cntr 4 Early Childhood Leadership
• National Head Start Association
• Child Care Resource Center, Ohio *
• Children’s Defense Fund *
• Bright Horizons
•Teach Preschool * 23,000 + (WOW!)
• Teaching Strategies
• Language Castle
• The InvestiGator Club
• Erikson Institute
• Early Childhood Investigations
                 © Fran Simon Copyright, 2012   55
Text/Mobile




  © Fran Simon Copyright, 2012   56
Mobile = Instant Engagement
• Access to mobile at all socio-economic
  levels
• Mobile access = instant access to:
   – email
   – websites
   – photos
   – videos
   – text messages
                © Fran Simon Copyright, 2012   57
Two Leading Auto-
  Texting Tools



• Priced by the child
or by the message

• Include text, voice
messaging, email


                        © Fran Simon Copyright, 2012   58
Poll: Current Engagement Tools
                                          Q 5,6




           © Fran Simon Copyright, 2012           59
Final Tips for Digital Family
        Engagement




         © Fran Simon Copyright, 2012   60
# 1 Most Important Point!
   Empower your teams…




…with positive social media policies
             © Fran Simon Copyright, 2012   61
Ask, Answer, Engage




ALWAYS RESPOND
     © Fran Simon Copyright, 2012   62
Let Families Decide




         © Fran Simon Copyright, 2012   63
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                        64
You can do it!
    Your program depends on it.
 Strong digital engagement includes strong
  social media

 Strong social media activities are only one
  element of a strong family engagement plan
  plan
 Nothing is easy, instant, or free! You will have
  to learn more and invest time.
                  © Fran Simon Copyright, 2012   65
Questions for me?




    © Fran Simon Copyright, 2012   66
© Fran Simon Copyright, 2012   67
Thank you!


Fran.Simon@ESbyFS.com




                        © Fran Simon Copyright, 2012   68
People /Sites you should know
                         03
   Beth Kanter

                                  John Haydon

   Mashable, Social Media


                     Linked Strategies

   Hubspot Marketing Resources

             © Fran Simon Copyright, 2012       69
Additional Resources
  Social media resources for getting started



  Social Media planning tools on my site



  Twitter Tips, Tricks, and Power Tools


  LinkedIn Presentations


             © Fran Simon Copyright, 2012      70

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Engaging Parents In a Digital World- Overview of Strategies for Early Childhood Settings- Session 1

  • 1. Engaging Parents in a Digital World: Strategies for Tribal Early Childhood Settings March 29, 2012 OCC, Region V Fran Simon, M.Ed. 1
  • 2. Before they enroll, and when they are in care, to engage families * Outreach * Promotion * Advertising * Informing * * Convincing * Advocating * * Recruiting * Persuading * * Educating * Demonstrating * Marketing * © Fran Simon Copyright, 2012 2
  • 3. First, families have to find child care © Fran Simon Copyright, 2012 3
  • 4. Marketing is not a dirty word- It connects parents with programs! © Fran Simon Copyright, 2012 4
  • 5. Today we will talk about • What parents care about and need • Engagement with enrolled families • Engagement for parents seeking care • Digital techniques for parent engagement • Brief overview of social media & online tools © Fran Simon Copyright, 2012 5
  • 6. Poll: About You Q1 © Fran Simon Copyright, 2012 6
  • 7. What parents care about and need © Fran Simon Copyright, 2012 7
  • 8. All parents, regardless of their race, ethnicity, gender, class, socio- economic status, or culture, want, need, and expect the same things from their child care… © Fran Simon Copyright, 2012 8
  • 9. Of course they expect… The basics: Healthy food, water, shelter © Fran Simon Copyright, 2012 9
  • 10. And, of course they expect their children to be physically and emotionally safe. © Fran Simon Copyright, 2012 10
  • 11. All parents want their children to be loved and to belong in a community. © Fran Simon Copyright, 2012 11
  • 12. All parents want their children to feel good about themselves © Fran Simon Copyright, 2012 12
  • 13. They want their children to learn and have enriching experiences. © Fran Simon Copyright, 2012 13
  • 14. They want their children be ready for school. © Fran Simon Copyright, 2012 14
  • 15. And don’t forget… Parents need, want and expect to be able to find child care … © Fran Simon Copyright, 2012 15
  • 16. When they need it… © Fran Simon Copyright, 2012 16
  • 17. And, it must be affordable © Fran Simon Copyright, 2012 17
  • 18. They want, expect and deserve the best © Fran Simon Copyright, 2012 18
  • 19. Parents and program staff want the same things! © Fran Simon Copyright, 2012 19
  • 20. Do you communicate with parents based on what you parents need, want and expect? © Fran Simon Copyright, 2012 20
  • 21. Chat Question: What is the biggest parent engagement challenge your community/program/region faces now? © Fran Simon Copyright, 2012 21
  • 22. Engaging Families Considerations for Best Practice © Fran Simon Copyright, 2012 22
  • 23. Everyone has pre-existing notions He probably won’t She probably value my won’t trust my parenting! program! First contact…First impression © Fran Simon Copyright, 2012 23
  • 24. Lay the foundation of trust from the Relationships Gr8 Outcomes beginning Engagement Enrollment Engagement Foundation of Trust © Fran Simon Copyright, 2012 24
  • 25. Why Engage families who are already enrolled? Family-School Engagement Research Says … * positive outcomes * school-readiness * * better attendance * increased motivation * * higher self esteem * * lower suspension rates * * decreased substance use * * less violent behavior * * better graduation rates * © Fran Simon Copyright, 2012 25
  • 26. Engaging in a digital world © Fran Simon Copyright, 2012 26
  • 27. Poll: Social Media and You Q3-5 © Fran Simon Copyright, 2012 27
  • 28. Communication Evolution EVOLUTION Pushing out messages Inviting INTERACTION Word of mouth © Fran Simon Copyright, 2012 28
  • 29. Parent Engagement Evolution • Tell parents • Inform parents • Educate parents EVOLUTION • Invite parents to engage • Give them reasons to say good things © Fran Simon Copyright, 2012 29
  • 30. Promotional Engagement Toolkit Toolkit •Ads •Email •Mail •Web site •Phone Book •Digital Ads • Flyers •Social Media • Brochures • Word of mouth • Events © Fran Simon Copyright, 2012 30
  • 31. Social Media Myths  It’s easy!  It’s FREE!  It’s INSTANT!  It is all you have to do!  It will increase enrollment! © Fran Simon Copyright, 2012 31
  • 32. Professional Social Media : is art and science that takes: • Openness • Planning • Policies • Training • Persistence © Fran Simon Copyright, 2012 32
  • 33. BUT… Social Media won’t work all by itself You still need comprehensive marketing © Fran Simon Copyright, 2012 33
  • 34. What do parents do in the social media sandbox?  Meet  Ask  Learn  Invite  Share  Listen The universe’s largest 24/7/365 sandbox …accessible anywhere © Fran Simon Copyright, 2012 34
  • 35. Word of Mouth (WOM) Then Now © Fran Simon Copyright, 2012 35
  • 36. Be Present where parents go © Fran Simon Copyright, 2012 36
  • 37. Blogs • Email Newsletters • Digital Ads Best • Websites digital media for • Facebook attracting • Pinterest • Directories & Rating sites families © Fran Simon Copyright, 2012 37
  • 38. • Blogs • Email Newsletters Best • Websites digital media for • Facebook engaging • Pinterest • Text messaging • Auto-calls © Fran Simon Copyright, 2012 38
  • 39. © Fran Simon Copyright, 2012 39
  • 40. The right mix of engaging info What’s in it for “me”? My kid. My needs. My interests. What’s going on and what’s great about us! 20% Promotion 80% About relevant, useful information © Fran Simon Copyright, 2012 40
  • 41. Information Parents Crave and Need: Website © Fran Simon Copyright, 2012 41
  • 42. Information Parents Crave and Need: Newsletters and webinars © Fran Simon Copyright, 2012 42
  • 43. Information Parents Crave and Need: Social Media © Fran Simon Copyright, 2012 43
  • 44. A FEW Digital Engagement Tools © Fran Simon Copyright, 2012 44
  • 45. Social Media Tools Facebook* Twitter LinkedIn Pinterest YouTube Google+ Ning Meetup Other Digital Tools Websites* Email Marketing* Blogs Text/Mobile* YouTube Child Care Directories* Digital Ads © Fran Simon Copyright, 2012 45
  • 46. Is eMail Dead? NO! It connects the dots © Fran Simon Copyright, 2012 46
  • 47. Every Program MUST have a website! © Fran Simon Copyright, 2012 47
  • 48. Websites Tools © Fran Simon Copyright, 2012 48
  • 49. © Fran Simon Copyright, 2012 49
  • 50. Facebook © Fran Simon Copyright, 2012 50
  • 51. Facebook Stats 800+ million users worldwide 50% of users log on every day Consumer, Peer to Peer Networking © Fran Simon Copyright, 2012 51
  • 52. 1 thing to remember Business pages © Fran Simon Copyright, 2012 52
  • 53. © Fran Simon Copyright, 2012 53
  • 54. Link FB Contests © Fran Simon Copyright, 2012 54
  • 55. Gr8 Examples of ECE on Facebook •NAEYC • McCormick Cntr 4 Early Childhood Leadership • National Head Start Association • Child Care Resource Center, Ohio * • Children’s Defense Fund * • Bright Horizons •Teach Preschool * 23,000 + (WOW!) • Teaching Strategies • Language Castle • The InvestiGator Club • Erikson Institute • Early Childhood Investigations © Fran Simon Copyright, 2012 55
  • 56. Text/Mobile © Fran Simon Copyright, 2012 56
  • 57. Mobile = Instant Engagement • Access to mobile at all socio-economic levels • Mobile access = instant access to: – email – websites – photos – videos – text messages © Fran Simon Copyright, 2012 57
  • 58. Two Leading Auto- Texting Tools • Priced by the child or by the message • Include text, voice messaging, email © Fran Simon Copyright, 2012 58
  • 59. Poll: Current Engagement Tools Q 5,6 © Fran Simon Copyright, 2012 59
  • 60. Final Tips for Digital Family Engagement © Fran Simon Copyright, 2012 60
  • 61. # 1 Most Important Point! Empower your teams… …with positive social media policies © Fran Simon Copyright, 2012 61
  • 62. Ask, Answer, Engage ALWAYS RESPOND © Fran Simon Copyright, 2012 62
  • 63. Let Families Decide © Fran Simon Copyright, 2012 63
  • 64. 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 64
  • 65. You can do it! Your program depends on it.  Strong digital engagement includes strong social media  Strong social media activities are only one element of a strong family engagement plan plan  Nothing is easy, instant, or free! You will have to learn more and invest time. © Fran Simon Copyright, 2012 65
  • 66. Questions for me? © Fran Simon Copyright, 2012 66
  • 67. © Fran Simon Copyright, 2012 67
  • 68. Thank you! Fran.Simon@ESbyFS.com © Fran Simon Copyright, 2012 68
  • 69. People /Sites you should know 03 Beth Kanter John Haydon Mashable, Social Media Linked Strategies Hubspot Marketing Resources © Fran Simon Copyright, 2012 69
  • 70. Additional Resources Social media resources for getting started Social Media planning tools on my site Twitter Tips, Tricks, and Power Tools LinkedIn Presentations © Fran Simon Copyright, 2012 70