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Measurable, Affordable Museum Marketing

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My presentation on Measurable, Affordable Museum Marketing from the 2010 NEMA Conference Membership, Development, Public Relations & Marketing PAG luncheon

My presentation on Measurable, Affordable Museum Marketing from the 2010 NEMA Conference Membership, Development, Public Relations & Marketing PAG luncheon

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  • 1. MEASURABLE, AFFORDABLE MARKETING & DEVELOPMENT USING NEW TECHNOLOGIES TO MEET OLD CHALLENGES Christina Inge
  • 2. Museums’ Marketing & Dev Needs  Find affordable channels  New level of accountability— corporate marketing has been accountable for some time, trend now moving to nonprofit world
  • 3. Museums’ Marketing Needs  Find relevant channels to meet patrons, sponsors, artists, media, stakeholders where they are today  Spend the right amount of time on marketing—not too little, not too much on channels that aren’t bringing in patrons
  • 4. Cost-Effective, Measurable Programs Basic tools & programs to build around:  Web analytics  Email  Social media:  Blogging  Twitter  Facebook  Cost nothing or very little each month  Can be more effective than traditional, costly methods such as advertising, printed materials  Can be measured and tracked to see what’s working
  • 5. Web Analytics  The foundation of all marketing optimization  Popular free tools available: Google Analytics, ClickTale.  Measures not just visits to your site, but key metrics that tell you:  Why visitors are coming to your website  What they do when they’re there (i.e., check out exhibits, classes, buy museum-branded merchandise)  Whether they find your website easy to navigate
  • 6. Foundation: Measuring Your Efforts  Before you do anything in web marketing, install a web analytics program to measure what’s working, what isn’t.
  • 7. Email  Return on investment slowing, but still the strongest of all types of marketing: For every $1 they spend on email marketing, companies realize $43 in income
  • 8. Keys to a Good Email Program  Keep a regular schedule  Make it easy to subscribe & share  Make it something of value: Make it interesting reading, not just a calendar or an ad for your next program.  Make it visual
  • 9. Measuring Email Effectiveness  Open rates = not reliable  Clickthrough rates = reliable measure not just of reach, but engagement  Forward and share rates = reliable measure of engagement & advocacy
  • 10. Blogging  Events blogs: show visitors to your site the excitement that surrounds events.  First-person narratives, not dry news reports  Highly visual: post photos, use Flickr  Multiple perspectives: staff, guest artist/writer/lecturer
  • 11. Effective Event Blogging  Authentic  Multiple voices  Highly visual  Less formal than other museum communications
  • 12. Twitter  Reach a new audience that doesn’t normally visit your site.  Best for previewing an event and real-time tweets during the event.  Update patrons that a new podcast is available.
  • 13. Facebook  Post multimedia content  Encourage fan participation  Messaging for events can be a problem: if someone is on your email list, and is also a Facebook fan, they can be sent several messages for an event. Exercise caution when messaging your fans-check your fans against your email list.
  • 14. YouTube  Create your own channel- don’t just upload videos  Embed your YouTube videos on your own site-your loyal patron base has your site bookmarked, and should have access to all your important content on your site.  YouTube goals:  Finding new, geographically dispersed audiences  Universal search
  • 15. Concerns About Social Media Top Concerns:  Takes too much time  Full of mindless chatter  Nonprofits= wearing multiple hats  Need to use social media efficiently
  • 16. Utilizing Social Media Efficiently  Find the top channels that your patrons already use. Don’t go on LinkedIn if they’re not using LinkedIn.  Use the same content across multiple channels:  YouTube video, embedded on your site, stills posted to blog, Tweet the upload of the video shortly after the event  Use tools that are designed to make your time on social media efficient
  • 17. Many Free Tools
  • 18. Links to Free Tools  Google Analytics: http://www.google.com/analytics  ClickTale: http://www.clicktale.com  HootSuite: http://hootsuite.com/index.php  GoTwtr: http://www.gotwitr.com  TweetDeck: http://www.tweetdeck.com/  TwitterFeed: http://twitterfeed.com/  Seesmic: http://seesmic.com/  Ping: http://ping.fm/  Friend or Follow: http://friendorfollow.com/  Seesmic: http://seesmic.com/
  • 19. Christina J. Inge  Christina.j.inge@gmail.com  Blog: http://www.measurablemarketingstrategy.com/blog/  Twitter: @christinainge

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