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NSTP social media workshop
1. Using and evaluating
cost effective online tools
Courtney Johnston
Boost New Media
for National Services Te Paerangi
courtney@boost.co.nz
www.boost.co.nz
twitter: @boostnewmedia | @auchmill
blog: www.boost.co.nz/blog
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2. Workshop objectives
• Understanding the pros and cons of different tools
• Understanding the time commitments required for
different activities
• Learning strategies to identify your needs, set up
projects & campaigns, evaluate and report on your
work
• Sharing experiences, asking questions, strengthening
your network
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3. Workshop timetable: morning
Part 1: 9am - 10am
• Introductions and scene-setting
Morning tea: 10am
Part 2: 10.30am - 12pm
• Which tools to use for what
• Time commitments
• Ways to manage your time
• Example fest!
Lunch: 12pm - 12.45pm
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4. Workshop timetable: afternoon
Part 3: 12.45pm - 2.45pm
• Planning a social media campaign or channel
• Creating policies
• Evaluation and reporting
• Promotion
Afternoon tea: 2.45pm-3.15pm
Part 4: 3.15pm - 4pm(ish)
• Planning activity and report back
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5. National Services Te Paerangi
National Services Te Paerangi works with
museums, galleries, iwi, and related organisations
to enhance museum services and support these to
become self-sustaining.
www.nationalservices.tepapa.govt.nz
6. How we help
He Rauemi Resource Guides
0508 freephone helpline
7. Training and professional development
Workshops for museums at regional Marae based workshops
and national level
8. New Zealand Museums Standards Scheme
• Practical and user friendly
• Sends good message to
funders
• Formal review or as a
resource
• Its free!
9. NZMuseums www.nzmuseums.co.nz
• Online collection management
system
• Marketing tool for your
museum
• It’s free for up to 200 objects
• Wider access for your
museum and it’s collection
10. Introductions & scene-setting
• Who are you (in real life and online)?
• What tools are you currently using?
• What are you hoping to get out of today?
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11. Old work
@nlnz
LibraryTechNZ blog
Poet Laureate blog
Personal
@auchmill
Goodreads
Best of 3
Google Reader
New work
Boost blog
@boostnewmedia
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13. Which tools to use for what?
Listening Communicating
• Google alerts • Blogging
• Google blog search • Twitter
• Twitter search • Facebook
Sharing Working
• Flickr • Wikis
• YouTube • Ning
• Vimeo • Bookmarking
• Project management
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14. Time commitments
Different activities take different amounts of
time. Some rough estimates:
Listening
• 5 minutes a day (after set-up time)
Flickr
• Once a week upload, monitoring, promotion: 1 hour per week
Blogging
• One (sizable) post a week, monitoring, promotion: 2 hours per week
Twitter and Facebook
• As much time as you want, but require regular (say hourly) checking
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15. Ways to manage your time
• Invest time in upfront planning; save time
later on
• Short-term intensive projects
• Join collaborative projects
• Re-use your content
• Limit your engagement
• Share the workload
• Prioritise activities
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16. Example fest!
• @nlnz | @TePapaColOnline | @nzhistorydotnet | @nzmuseums
• My Life as an Object
• Dulwich Gallery Community Site
• Brooklyn Museum mummy scan
• Powerhouse Museum Photo of the Day | Object of the Week
• IMA Flickr sets
• Friends of Christchurch Art Gallery Flickr sets
• Christchurch City Libraries blog
• Rodney District Libraries blog
• How about you?
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17. Planning a campaign or channel
Ideally, planning is a group activity ...
• What’s the gap you’re trying to fill?
• Have you looked at your existing channels?
• How does this fit with your wider objectives & marketing or
comms plan?
• Do you know which audiences you’re trying to attract?
• Can you re-use branding, content, ‘spokespeople’?
• Who should be aware of this activity?
... but ownership of the channel is clear
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18. The 4-step process
Questions to ask yourself ....
• Why do you want to do this?
• What are you offering?
• Who is this for?
• Who will be doing this?
... before choosing a platform
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19. Writing a business case
Objective
• Who will benefit?
Fit with mission
• How does this fit with your organisation’s wider goals and activities
Outline activity
• What’s in scope? What’s not?
Outline resources needed
• Actual costs
• Staff resource (set-up and running)
Risks and mitigations
• Moderation
• Policy for escalation
• Staff change
Evaluation
• What counts as success
• How will this be measured and reported
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20. Creating policies
What’s the point of the policy? Who needs to
read it? What do you want out of it?
• Setting up presences
• Staff ‘behaviour’
• Friending and following
• Editorial process
• Content moderation
• Branding
• Administration
• Escalating issues
• Changes to existing policies
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21. Evaluation and reporting
Important questions to ask first
• What are meaningful metrics for you and for
your organisation?
• What are you going to use this information
for?
• Are there existing benchmarks you can use?
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22. Evaluation and reporting
Quantitative Qualitative
• Wordpress stats • Staff happiness
• Facebook stats • Comments and feedback
• Google Analytics • Pick up from other media
• Bit.ly • Follower numbers?
• Flickr stats
• Follower numbers?
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24. Evaluation and reporting
How to report back
• Constantly share good feedback
• Consider what you want to report on
• Consider the format that you use
• Do you have successful strategies?
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25. Promotion
• Simple things
– Email signatures, business cards, e-newsletters, print collateral
• Link up your social media presences
• Connections between different account
– flavors.me, flavors.me/nlnz
• Link up to your main web presence
– Brooklyn Museum, IMA, Te Papa
• Get old-school media coverage
• Converting physical visitors to online visitors (& vice
versa)
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26. Planning activity & report back
... or, are there things we just want to talk
about more?
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Editor's Notes
NSTP is a unit within Te Papa. Their mission is to strengthen the museum sector by providing practical and strategic help to museums and iwi throughout Aotearoa New Zealand.
As part of the government act the Te Papa board has the function:
To cooperate with and assist other New Zealand museums in establishing a national service, and
of providing appropriate support to other institutions and organisations holding objects or collections of national importance.
The team has 8 staff, 5 who are permanently based at Te Papa and 3 Development Officers who work in the field providing face to face support and feeding back to the team the needs of the sector.
NSTP offers support, advice, and practical assistance on museum matters such as:
governance, management, and planning
care of collections and taonga
exhibitions and other public services
relationships with communities
customer service.
Their services and programmes include:
the New Zealand Museums Standards Scheme Ngā Kaupapa Whaimana a Ngā Whare Taonga o Aotearoa  
He Rauemi Resource Guides
practical training opportunities
Development Officer service
a freephone helpline: 0508 NSTP HELP (0508 678 743)
professional development opportunities
research on mātauranga Māori and the development of cultural centres
presentations by national and international subject experts
on-site support.
Grants – Helping Hands Grants, Museum and Iwi Development Grants
NSTP is committed to building the skills of all museum personnel, and improving opportunities for professional development. Their services and programmes cover all aspects of museum practice, and they provide training at both regional and national levels.
Through consultation they identify the training needs of individual museums, and groups of museums. They provide a range of professional development and training opportunities, ranging from entry level to advanced. Workshops are held on marae and in museums to meet the varying needs of New Zealand’s museums and iwi. They also have a Museum Internship Graduate Programme and Museum Internship and Secondment Programme
The New Zealand Museums Standards Scheme Ngä Kaupapa Whaimana a Ngä Whare Taonga o Aotearoa supports both large and small museums to reach higher levels of professionalism.
Practical and user-friendly, the Standards Scheme manual assists museums to review their practices against a set of standards. Museums can see where they’re doing well, and identify areas for improvement.
Participating in the Standards Scheme also sends a message to current or potential funders that a museum is committed to best practice and continuous improvement.
The manual is a free tool for museums to use in the way that suits them best. For example:
In a formal review process, museum personnel review their own practices against the standards in the manual, then we arrange for peer reviewers to visit and carry out a review. This service is offered to museums at no charge.
Informally, museum personnel use the manual as a resource guide for operating and governing their museum.
For a free copy of the Standards Scheme manual or to register or find out more about the Scheme, contact us – details are at the back of this brochure.
Iwi can use the manual for guidance in the long-term care of taonga, and in safeguarding their heritage for the future.
