Creative Spaces - social media and museums

IAB Social Media conference 25 th February 2009 Katie Streten Head of Insight and Content, Imagination Carolyn Royston Campaign director, National Museums Online Learning Project (NMOLP) Collecting inspiration and building long term relationships: a first for UK national museums and galleries

What is Creative Spaces? A unique community that gives access to an unparalleled creative resource.

Community growth takes time I nfan c y L ots of idea s , little a c tion A doles c en c e B a ttle f or su r vi v al B r eakth r ough F ocu s , r oles and rules C onstru c ti v e a c tivi t y R espe c t and i n t e g r i t y M a tu r i t y A utho r i t y and v alue

What was the brief from the NMOLP? Launch this innovative new online community for creative/inspired people – through developing genuine, long-lasting relationships.

Measures of success
Museum/Gallery staff are engaged with Creative Spaces and social media
Kick-start an authentic group of super-users who will become Creative Spaces advocates
Encourage cross-fertilization of ideas and open the collection up in new interesting ways.
Devising our strategy

Audience
Keen amateurs with a common interest
Community interest groups
Professional creatives
Collectors
Academics/Historians
Lifelong learners from 19 - 90

Experience itself
Social network
Content rich
Unique
Brand appropriate
9 clients, differing needs

A quality of experience, a real depth of engagement, a personal approach, longevity
Devising our strategy C ampai g n PR Online A d v e r tising S ocial M edia

Social media must be at the heart of the strategy
Long-term relationship ownable by the NMOLP

Opinion, discussion C o n v ers a tional R el a tionship Sho r t f o r m – 140 cha r a c t ers M ass engageme n t L ess asset sha r ing Lig h t t ouch socia l , g r oup a c ti va tion, sha r ing S ocial a c tivi t y a r ound video c o n t e n t Sha r in g , f r iend f ocused y outh audien c e self - e xp r ession Business ne t w o r k in g , business i n t e r est g r oups

So what approach? The medium is the message. Marshall McLuhan

But the key to all social media is that these are personal spaces So what approach?

“ The Rules” of social media engagement

Listening, responding Discussing, conversing Long term and about both of us Maintaining a relationship Respectful Good relationships Not listening Being dictatorial Short term and all about me Rushing in and then disappearing Patronising Bad relationships “ The Rules” of social media engagement

Which spaces were chosen? Twitter Blogs F a c ebook T wit t er Q uestion s , i n vit a tion s , deb a t e s , g r oup s , 24 – 45+ S t a t eme n t s , i n vi t es r esea r ch, r ecruitme n t , lig h t t ouch c o n v ers a tions L onger c o n v ers a tion s , persona l , individuals and ad v oc a t es opinions and passions 21 – 90

Don’t reinvent the wheel
Engaging with the existing groups, existing accounts
Enable cultural partners without Facebook presence to kick start their engagement
Entering the conversation – Facebook

Don’t reinvent the wheel
Engaging with the existing groups, existing accounts
Use the community for research – find bloggers, nodes of influence through searches and #tags
Entering the conversation – Twitter

Find appropriate blogs via other social media – Technorati, Delicious, Twitter, StumbleUpon, BlogPulse
Narrow down interest groups – identify nodes
Approach with humility
Tailor the email to their interests
Be clear about your offer
Give time
Entering the conversation – Bloggers

Measurement
Common factors
Page views Users Time spent on site
Project specific
Profiles created Groups formed Notebooks created Longevity of involvement
Link it to existing measures that work for your organisation.

Status
Campaign starts on Friday 25 th February ends 22 rd May
Identification of c. 180 appropriate blogs that will deliver an engagement rate of c. 25%.
Facebook and Twitter announcements from museums, Creative Spaces Twitter profile launched
Management and measurement from Wednesday 25 th onwards with automated reports beyond the end of the agency involvement

Conclusion In June 2008 68% of the total internet audience was involved in social networks - let alone other platforms using social tools ( comscore) Even if your [brand] isn’t engaged in making forays into social media itself then your audiences certainly are… I am yet to find a [brand] that isn’t being actively discussed, critiqued, blogged, photographed, and videoed online. Seb Chan

It’s not a question of whether social media is right for your campaign.
It’s a question of which social media platforms are right for your campaign and then employing the right approach for your brand in that medium .
Conclusion

Images: With thanks to Flickr community, Fresh Networks, KWFortmeyer (estate agents) http://vna.nmolp.org/creativespaces/ http://delicious.com/imagination_digital/iab Thank you for listening http://museum30.ning.com/profile/CarolynRoyston Twitter – www.twitter.com/nmolp Linked in - http://www.linkedin.com/pub/6/3a9/b7a www.twitter.com/watusi http://www.linkedin.com/in/katiestreten Inoted.wordpress.com Carolyn Royston Katie Streten

Creative Spaces - social media and museums

by imagination digital on Feb 26, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 9

Statistics

Creative Spaces - social media and museums — Presentation Transcript

http://inoted.wordpress.com	7
http://www.slideshare.net	2