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

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.

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

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

A quality of experience, a real depth of engagement, a personal approach, longevity

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

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

Devising our strategy

Devising our strategy

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

Enable cultural partners without Facebook presence to kick start their engagement

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

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

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

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

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.

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

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

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 .

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