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  • Enhances credibility - Today, people often first look online for information about you and your organization - Lacking a site that easily offers this information to them comes across as “behind in the times” and less sophisticated (amateur), and that can damage the image you are trying to portray as a viable tourist destination. Creates opportunities to build trust, relationships and a community with your visitors - A website becomes the place visitors come back to for information about your organization Allows for 24/7 promotion of your tourism experience - Search Engines index the Internet to make search results more efficient and relevant - Having new information presented on a website on a regular basis not only provides the information your visitors are looking for, it helps your website get indexed in a way that it can be listed higher in the search results Allows for easy measurement of the effectiveness of your communication and marketing efforts - How well you are communicating with your visitors? - Tracks site visits and visitor interests: - What they are doing on your website? Just looking at the main page for contact information and directions? Or looking at the details of your new exhibit? - What they are saying about you online? The Primary Benefit: You do not need a large budget to create an effective marketing campaign! - A website can be as small as a single page with a description of your museum, your hours of operation, and your contact information - There are affordable, and even free, “kits” available to guide you in building a website - The AMA Profiles Project can be used as a website as well, but it’s best if you build your own in order to have full control of it
  • Enhances credibility - Today, people often first look online for information about you and your organization - Lacking a site that easily offers this information to them comes across as “behind in the times” and less sophisticated (amateur), and that can damage the image you are trying to portray as a viable tourist destination. Creates opportunities to build trust, relationships and a community with your visitors - A website becomes the place visitors come back to for information about your organization Allows for 24/7 promotion of your tourism experience - Search Engines index the Internet to make search results more efficient and relevant - Having new information presented on a website on a regular basis not only provides the information your visitors are looking for, it helps your website get indexed in a way that it can be listed higher in the search results Allows for easy measurement of the effectiveness of your communication and marketing efforts - How well you are communicating with your visitors? - Tracks site visits and visitor interests: - What they are doing on your website? Just looking at the main page for contact information and directions? Or looking at the details of your new exhibit? - What they are saying about you online? The Primary Benefit: You do not need a large budget to create an effective marketing campaign! - A website can be as small as a single page with a description of your museum, your hours of operation, and your contact information - There are affordable, and even free, “kits” available to guide you in building a website - The AMA Profiles Project can be used as a website as well, but it’s best if you build your own in order to have full control of it
  • 2. Following links from other websites, blogs, or email It is important to distribute your web address in as many ways as possible so it becomes easier for visitors to see. In addition to your print and communications materials, put links to your website on: Other relevant websites and blogs The AMA offers a valuable tool for assisting you with this, called the Profiles Project, exclusive to Recognized Museums. - For those who do not have a website yet, this is a great solution The AMA also offers the Calendar of Events for Recognized Museums to promote upcoming events and exhibits - With links to your AMA Profile and your website Social Media - ie. Facebook - The AMA’s June INFOrm Newsletter has an article on how museums can utilize Facebook as a social media marketing platform Direct Email Marketing - Permission-based - Can be used for welcoming new visitors to your website and museum, acquiring visitor feedback and thanking them for it, providing tips on what to do and see at your museum and in your area, provide special offers, and more. - Take advantage of relevant mailing lists such as Main-L Online Advertising - Ad Words, Facebook Ads Banner Advertising - This is an expensive strategy, but if you feel it’s worth the cost, focus advertising on websites your target market tends to visit
  • PR 2.0 Group 2: Communication Tools
  • 1. Typing your web address into their browser address bar. The public must first see your web address. Branding is an important factor for getting your web address out there It is a consistent message and image you give to everyone who comes into contact with your organization - It is your identity. It is what you want a visitor to think and feel about you. - How you respond to a customer’s email, phone call, question, etc. (p. 23, online marketing from tourism Alberta) It encompasses the Design & Style of your organization and communications pieces - Including your logo, colours, font, brochures, business cards, etc. Your web address should be on everything your organization presents to the public - Emails, letterheads, newsletters, contact information block, etc.
  • Write a Media Release - A Media Release informs members of the media about what you claim has news value. - It provides them with the basics they need to develop a news story, and if it catches their attention they write a segment about it and broadcast it for you. - It can announce news items such as scheduled events, staff promotions, awards, news exhibits, successful number of visitors, accomplishments, etc. - The Recognized Museum Media Kit includes a template Media Release that you may refer to, for instance when publicizing the achievement of becoming a Recognized Museum, or promoting upcoming events and exhibits. - It is important that you gain positive media contacts and build lasting relationships within your community. You can do this by phoning your local media, including the radio and television station, to develop a contact sheet that lists the names of specific people you should target when sending out a media release. Conduct a Marketing Survey To measure the effectiveness of your communications and marketing efforts - You can find out important information with a simple survey that asks questions such as “How did you hear about our museum? How did you hear about this exhibit / event?” - You need to know if your message is being received by your target audience To determine the needs of people in your target market - what worked and what can be improved? - Discovering these needs then guides future marketing plans and strategies, strengthening your brand To acquire information - You could collect demographic information such as age and location which would then inform you about how to pursue future promotions (ie. where to advertise and promote, and in what forms) - But this also helps you to gather contact information for your direct email list, as well as visitor numbers for that particular event (This can be done with a brief questionnaire for patrons, made available online, at the registration desk, and / or through direct email) Online Statistics - Such as “Number of unique visits this month” and the popularity of certain links and pages on your website Google Alerts - Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. - ie. You can use the name of your museum as the query or topic, and you will be notified every time someone uses Google to search for your museum’s name
  • 3. Using a Search Engine or directory (ie. Google) SEO improves the visibility and ranking of your web site in search engine search results - Your site will rank higher in the search results Keywords - Keywords are what Internet users type into a search engine to find what they are looking for - Use up to 12 relevant keywords, including keyword phrases, on each page of your website, and particularly in Text Links that navigate through your website - ie. Keywords: describe your organization, location, event, etc. Submit to Search Engines (ie. Google) for indexing - Speeds the indexing process up Pay-Per-Click Online Advertising - When you buy an advertisement or sponsored link, your ad or website link will be given a guaranteed position in the search engine results

Communications conference seminar Communications conference seminar Presentation Transcript

  • Recognized Museums Profiles Project: Marketing Museums Online
  • Session Breakdown
    • Overview of AMA-Travel Alberta Profiles Project for Recognized Museums
    • Online Tools
    • General Introduction to Online Marketing
    • Tips and Resources
    • Discussion Tables
      • Challenges your museum faces for online development
      • Recognized Museum Profiles
      • Topic of your choice
    WWW.MUSEUMS.AB.CA
  • Recognized Museums
    • BENEFIT OF BEING A RECOGNIZED MUSEUM
    • Profile on the AMA tourism website
    WWW.MUSEUMS.AB.CA
  • 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
  • Narratives
    • 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)
    WWW.MUSEUMS.AB.CA
  • Photographs
    • Visual Culture
    • Communicate
    • Engage
    • 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.
  • Google Maps
    • 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.
  • Share Function
    • SOCIAL MEDIA
    • Builds community
    • 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
  • METADATA
    • Most common Meta Tags:
    • - Keywords
    • Description
    • Robots
    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
        • Outbound links
        • Community of museums
  • Online Strategy
    • A fully integrated online strategy today typically includes:
    • A Website
    • Social Media (and Mobile Web)
    • Online Marketing
    • 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. 
  • Online Tools
    • 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!
  • Website
    • 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!
  • Website
    • LINKS
    • Distribute your web address in as many ways as possible
    • Print and communications materials
    • Links to your website on other relevant websites and blogs
    • INBOUND LINKS
    • 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 .
  • Web 2.0
    • It’s about Community
      • Museums
      • Visitors
      • Alberta heritage and culture
      • Tourism
      • Events
      • 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:
    • Promotional
    • To build buzz and word of mouth
    • Technical
    • Search Engine Optimization (SEO) Activities to increase search engine visibility and rankings
    • Advertising
    • Online Ads
  • Branding
    • 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
    • Can collect contact information
    • Can provide satisfaction surveys
    http://www.labnol.org/internet/how-will-you-describe-google-reader-in-one-word/4936/
    • ONLINE STATISTICS
    • Your website host, as well as Social Media sites such as Facebook, can provide statistics that track important visitor data
    • Google Alerts
  • Enhancing your Marketing Mix
    • Product (service or idea)
    • Price
    • Place (distribution)
    • Promotion
    • People
    • Process
    • Physical Evidence
  • Online Marketing
    • SEARCH ENGINE MARKETING (SEM)
    • Google AdWords: Cost-per-Click (CPC)
    • Google AdSense: generate revenue by others placing ads on your site
    • Submit your website to a Search Engine for indexing
  • Online Marketing
    • SEARCH ENGINE OPTIMIZATION (SEO)
    • Key for driving marketing campaigns
    • Based on using KEYWORDS that describe you online
    • SEO improves the visibility and ranking of your web site in search engine rankings
    • Ranking Algorithm:
    • Context (content) + Authority (determined by links)
    • SEM ads reinforce SEO rankings
    • To figure out your keywords: http:// www.wordle.net /
  • Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr Online Marketing is More Effective
  • Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr Traditional Marketing Becoming Less Effective
  • Communications
    • MEDIA & PUBLIC RELATIONS
    • The Media Release
    • PR Web (www.PRweb.com)
    • COMMUNICATIONS PLAN
    • What are your Communications Objectives
    • What are your Key Messages
    • What channels can you use (social media? Website? Links to similar websites?)
    • Web-based marketing should be part of your media plan
    • PUBLICATIONS
    • Provide online
    • Distribute using direct email
  • Measurement
    • CONDUCT A MARKETING SURVEY
    • To measure the effectiveness of your communications and marketing efforts
    • To determine the needs of people in your target market - what worked and what can be improved?
    • To acquire information
      • EXAMPLES:
      • % of total population in ‘this’ region has heard of this event
      • % of visitors who used our website to find information on this event
  • When Choosing and Using Online Tools and Market Strategies Remember:
    • Be Creative
    • Think Outside the Box
    • Analyze your audience (match tools and tactics to audience needs)
    • Keep up with new communications technology tools and learn how to use them
    • Choose tools that are useful and helpful
      • It is important to emphasizes that proper communications planning needs to take place for social media as well
      • Keep yourself in the RACE - research, analyze, communicate, and evaluate
  • Resources
    • Successful Tourism Marketing , Travel Alberta
    • Successful Online Marketing , Travel Alberta
    • Recognized Museum Media Kit , Alberta Museums Association
    • Anne Hayward, Standard Practices Handbook for Museums, 2 nd Edition (Edmonton: Alberta Museums Association, 2005)
    • Harold Davis, Google Advertising Tools (Sebastol: O’Reilly Media Inc., 2010)
    • Daniel J. Cohen and Roy Rosenzweig, Digital History (Philadelphia: University of Pennsylvania Press, 2006)
    • Google Analytics: www.google.com/analytics
    • Google Adwords: www.adwords.google.com
    • Google Alerts: www.google.com/alerts
    • Website How-To: htmlgoodies.earthweb.com /
    • www.w3schools.com/
    • Marketing How-To: www.marketingprofs.com/
    • Marketing Online How-To: www.hubspot.com
          • www.diosacommunications.com
    • Build your own website: www.wordpress.org/
    • Cheap software and tools: www.techsoup.org
    Resources
  • THANKS! CONTACT: Carrie Ann Lunde , BA, MA Communications Manager Alberta Museums Association   P: 780.424.2626 x. 244 E: clunde@museums.ab.ca Kieran Quirke , BMgmt Communications Projects Coordinator Alberta Museums Association   P: 780.424.2626 x. 243 E: kquirke@museums.ab.ca
  • Thoughts? Ideas? Questions???