Overview of AMA-Travel Alberta Profiles Project for Recognized Museums
General Introduction to Online Marketing
Tips and Resources
Challenges your museum faces for online development
Recognized Museum Profiles
Topic of your choice
BENEFIT OF BEING A RECOGNIZED MUSEUM
Profile on the AMA tourism website
Recognized Museums Profiles Project
FALL 2009 to SPRING 2010
Photography Project : 20 museums from across the province selected to have a professional photographer take engaging images of the museum
Writer Project : 20 museums selected from across the province to have a professional writer prepare a narrative for profile content
Six museums (one from each Tourist Destination Region) selected to participate in both
Goal: increase the quality of the content on the AMA / Travel Alberta tourism website
Connecting visitors with quality museum experiences
Tell a story.
Engaging character, exhibit, or artifact from collection.
Make it true.
Reflect your organization and what you have to offer the public.
Fact: Getting website traffic is best generated using interesting stories about people. (Davis, Google Advertising Tools, 41)
Other New Website Features
Amenities Listing Google Maps Share Function Improved Navigation & Site Map New Banner Images Goal: increase visibility, navigation, and functionality.
Amenities Listing Visual Culture – icons People look for quick, accessible information online.
How people plan their vacations, weekend trips, and outings.
Connects to mobile devices ( the number of worldwide mobile subscribers is expected to reach 5.3 billion by 2013).
Good place to put online ads.
Promotes your organization
Creates easy, one-step access
Improved Navigation & Site Map Provide a Site Map Keep Navigation SIMPLE Include a Search Function
New Banner Images Images from Photography portion of the Profiles Project used to create more engaging banner images for the website as well as for publications and promotions.
Calendar of Events Connect museum visitors with events around the province Connect museum professionals with networking opportunities Events submitted also make it into the AMA’s quarterly publication: INFOrm
Most common Meta Tags:
Provides information about a web page Improves Search Engine Optimization (SEO)
RECOGNIZED MUSEUMS PROFILES PROJECT
HOW CAN YOU GET INVOLVED?
Recognized Museum Profile Form : Upgraded with “How to Write an Effective Profile” to improve your online content on the AMA Website
Keep your profile current : Update all contact and program information
Calendar of Events : Send temporary exhibit and event information to the Communications Manager
Connecting visitors with quality museum experiences Contact the Communications Manager for a Profile Form, to update your information, or to submit to the Calendar of Events.
What does all this mean??
The AMA has created a powerful marketing tool for Recognized Museums to take advantage of.
Profiles serve a different purpose than a museum’s own website:
Quick, accessible information
Designed for travel plans
Connect visitors with museum experiences
Community of museums
A fully integrated online strategy today typically includes:
Social Media (and Mobile Web)
There should be a strategic thread that binds what each of these tools do singularly or combined to provide valued content in the right context.
Quality over quantity:
The most important thing about any online presence is QUALITY
Good web content is the single most important determinant in search rankings and whether people choose to visit your site
Keep it manageable
Have up-to-date, relevant information
People go to the web to find every type of information – Let them find you!
HAVING A WEBSITE IS AN IMPORTANT ONLINE TOOL BECAUSE IT:
Creates opportunities to build trust, relationships, and a community with your visitors
Allows for 24 / 7 promotion of your tourism experience
It is quickly becoming the concept that if you are not online you do not exist
Opens up wealth of possibilities for online exhibits, research, and
The Primary Benefit : You do not need a large budget to create an effective website!
Distribute your web address in as many ways as possible
Print and communications materials
Links to your website on other relevant websites and blogs
Online recommendations – other sites link to yours
Major factor for Google’s PageRank system – the more you have the higher you will rank
Each profile on the AMA Tourism website links to the museum’s own site (when available) on the contact sidebar, all images, and at least once in the narrative potion of the profile.
Link your website to the AMA Tourism website at http://public.museums.ab.ca
Links Grande Prairie Museum and Heritage Village AMA Tourism Website Red Deer Museum & Art Gallery Galt Museum & Archives This is stronger… Grande Prairie Museum and Heritage Village AMA Tourism Website Red Deer Museum & Art Gallery Galt Museum & Archives … than this .
It’s about Community
Alberta heritage and culture
Social Media is an online tool to help build awareness and accessibility to your museum
PR 2.0 Social Media as a Marketing Tool
Social Media is increasingly important in the Marketing field
Audiences are changing, marketing campaigns need to change with it to connect with people
Canada is second in the world for Facebook use – this would be a prime consideration when determining how to reach audiences
Source: Nick O’Neill, All Facebook: The Unofficial Facebook Resource , http://www.allfacebook.com/2009/01/facebook-demographics-country-saturation/ (Accessed 25 February 2010).
Online Marketing Strategies
Three kinds of online marketing strategies:
To build buzz and word of mouth
Search Engine Optimization (SEO) Activities to increase search engine visibility and rankings
Branding is an important factor for getting your web address out there
“ A brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc.”
It is a consistent message and image you give to everyone who comes into contact with your organization
Your web address should be the name of the museum – your name is your brand
Your web address should be on everything your organization presents to the public
The Recognized Museum logo is a brand visitors can identify with a quality museum experience and affect their decision-making – put it on your website and other branding materials
Branding: the Recognized Museum Logo Goal: to create awareness and understanding of the Recognized Museum logo and what it means, and eventually to influence visitors’ visitation decisions. The RMP logo is on every profile page and promotions that the AMA undertakes.
Using the Web to Reach your Target Market
Can find demographic, geographic, psychographic, and behavioural information