Seattle AquariumWeb and Social Media Strategy Proposal by David Todd May 23, 2011 http://www.linkedin.com/in/davidmtodd http://twitter.com/aquafiles http://vimeo.com/23773654 206-734-5151
Competitive Landscape Facebook Twitter Youtube FlickrSeattleAquarium 3,198 check-ins 2,625 Followers 5,815 Channel Views 7,081 Likes 646 Following 105,887 Total ViewsSheddAquarium 5,402 Check-ins 7,564 Followers 28,961 Channel Views 2,841 Photos 60,293 Likes 3,928 Following 641,539 Total Views 545 MembersNationalAquarium InBaltimore 5,825 Check-ins 8,181Followers 9,390 Channel Views 4,384 photos 24,231 Likes 3,038 Following 233,722 Total Views 775 membersMonterey BayAquarium 53 Check-ins 9,974 Followers 69,670 Channel Views 110,354 Likes 417 Following 1,549,007 Total Views Metrics as of 5/15/11
User-Generated Media SourcesEmployee Generated Media Increase staff, volunteer and guest engagement with our electronic media Staff - Give them ownership/recognition ie: Joels humbolt squid tales Stevens seahorse quiz Tracis otter factsVolunteer Generated Media Aquarium Volunteers - An army Beach Naturalists - 200 this season Divers:100+ passionate volunteer divers. Encourage them them to contribute their Puget Sound photos/Videos to Aquarium media projectsVisitor Generated Media Web Photo Galleries Web Video Contests/Challenges
Additional Media OfferingsLive Web Cams:Live Streaming Animal cams have become a popular meme Ottercam – cute baby otters! Cuttlecam Sealcam BirdcamVendor/Partner USTREAM or JUSTIN TV channel for cost effectivness and to leverage/engage their userbase http://www.ustream.com htttp://www.justintv.comMobile Phone Application Partner with Project Noah (Location aware citizen science animal spotting/mapping) http://www.projectnoah.org/http://www.projectnoah.org/ If succesful, consider development of custom mobile app.
Direct Community EngagementContinue engagement after and between Aquarium visits Youtube, Facebook, Twitter, Flickr, FoursquareMix experiential learning with online engagement Photo scavenger hunts with photo galleries/videos posted to Aquarium web propertiesEncourage user generated media projects Simple animation/video projects that explore marine phenomena and behaviors. Example: http://creaturecast.org/archives/952-creaturecast-comb-jellies
Online Media OutletsContinually Feed Media Outlets News: MSN/YAHOO Treehugger, Coolgreenscience huffingtonpostgreen, national geographic etc Eclectic + Influencer sites: boingboing submitterator CUTE OVERLOAD I CAN HAS CHEEZBURGER
Celebrity SpokesfriendsEnlist Local/National Celebrities with Social Media ProfilesExamples: Pearl Jam Seattle natives, rock stars, ocean advocates and new fathers Pearl Jam Oceans http://pearljam.com/oceans/ Collaboration with Conservation International @ pearljam twitter followers 870,000 twitter pearljam.facebook.com 3,848,903 likes Dave Mathews Presidents of the United States/Caspar Babypants
Editorial ThemesSeasonally based offerings/postings Highlight the cycles of the Sound/Aquarium Spring algae/zooplankton blooms Harbor Seal Pupping Seasons Hooded Nudibranch Hatchings Salmon, Salmon, Salmon!Behaviour and life-cycle based offerings Protective strategies Armor, camouflage and stingers Reproduction strategies Predator/prey interactions Who eats who and how?
Marketing Campaign PitchEstablish the Salish Sea/Puget Sea as an exoticdestination and our local marine creatures as exciting andfilled with personality and character“Why fly off to fiji when we have”:The worlds Largest Barnacle!The worlds Tallest Anemone!The worlds Cutest Fish (Grunt Sculpin)The Largest and the Smallest CephalopodsGenuine Space Aliens (Wolf Eels)...Right Here!Possible Sideshow theme