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Engaging Audiences with Social Media: Outreach Activities for Collections Care

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Strategic use of social media can help your organization tap into enthusiast communities and open up access to your collections and expertise. In this session, learn how to select and use the right …

Strategic use of social media can help your organization tap into enthusiast communities and open up access to your collections and expertise. In this session, learn how to select and use the right social platforms for your target audience, topic, and available resources. We’ll discuss how to leverage free tools such as Facebook, Twitter, Instagram, Vine, Tumblr, and Google Hangouts to connect with today’s audiences and engage them in meaningful conversations about your work.

This presentation was given as a webinar, part of the Connecting to Collections series on Outreach activities for small museums and libraries. You can watch the webinar and access other materials here:
http://www.connectingtocollections.org/courses/outreach-activities-for-collections-care/

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  • Photo creditsMount Vernon Instagram (early morning cleaning): http://instagram.com/p/dR3Kr5kU8a/National Archives Instagram
  • Engagement Engagement is about strengthening existing relationships and entering into a value exchange with your audience.Interest: What can you offer to keep them interested?Involve: How will you invite them to participate?Activate: How can you activate them to become an advocate for your organization?
  • Engagement Engagement is about strengthening existing relationships and entering into a value exchange with your audience.Interest: What can you offer to keep them interested?Involve: How will you invite them to participate?Activate: How can you activate them to become an advocate for your organization?
  • http://teens-inspired.org
  • http://pewinternet.org/Reports/2013/Social-media-users.aspx
  • Source: http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html
  • Image credit: Mount Vernon Instagram
  • Excerpted from Gregory Ciotti of Sparring Mind: http://www.famousbloggers.net/content-types.html
  • http://thelearningplanet.wordpress.com/2012/05/31/a-digital-engagement-framework/
  • Source: http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html
  • Credit: Nonprofit Marketing Guide.comhttp://www.nonprofitmarketingguide.com/blog/2012/06/20/this-is-why-you-need-a-content-strategy/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+NonprofitCommunicationsBlog+%28Nonprofit+Communications+Blog%29
  • POLL:Add your keyworkds
  • We used the Museum’s blog to announce the upcoming public vote. The blog typically gets 25,000 visits a month.
  • Facebook posts helped pique interest in the automobiles prior to the public vote
  • The story was picked up by the Washington Post with a half-page of photos and background about the campaign--an earned media slot that would have cost the Museum over $50,000 if purchased through paid media.
  • On "moving day," several news crews covered the event and the Museum used its YouTube channel to bring visitors behind the scenes from storage facility to final display.“These two vehicles are powerful cars from our past that blew everyone away with their looks and performance,” said curator Roger White. “They are not mainstream vehicles, but they represent the diversity of the museum’s automotive collection, which spans many technological and aesthetic highlights.” 
  • The winning cars, a 1929 Miller Race Car and a 1948 Tucker Sedan, went on display for a limited time to drive traffic to the physical Museum during a traditionally low-visitation period. 6.5% increase equals 19,586 more visitors
  • Transcript

    • 1. Connecting to Collections: Outreach Activities for Collections Care Engaging Audiences with Social Media Presented by Dana Allen-Greil November 14, 2013
    • 2. By the end of this webinar you will be able to:
    • 3. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Assess the performance of your social media efforts
    • 4. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Assess the performance of your social media efforts
    • 5. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Assess the performance of your social media efforts
    • 6. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Success Assess the performance of your social media efforts
    • 7. Benefits Things to Consider Takes time Free/inexpensive Requires skill in Easy to use, does not require communications and writing technical knowledge Large potential audience Easily shared Gets picked up by search engines Not housed on your website (unless you put it there) Your audience may not be there
    • 8. 1. SET GOALS What outcomes are you hoping to achieve with social media?
    • 9. Social media is active Show Share Connect Discuss Interact Build community Publish Crowdsource Collaborate Co-create Empower Mentor
    • 10. What do you want to do with social media? Open access to collections and expertise Brand your staff as experts Keep fans updated on progress Build excitement about an event or exhibition Tap into enthusiast communities Bring people behind the scenes Engage audiences in meaningful conversations Ask for feedback Encourage audiences to take action
    • 11. Who do you want to reach? Volunteers Local community Researchers Teachers History buffs Youth Potential donors
    • 12. ―Everyone‖ is not a useful audience segment
    • 13. Name Age Bio Interests Social networks Technology
    • 14. 2. SELECT PLATFORMS Where are your audiences online? How can you connect with them?
    • 15. Digital Engagement Framework See: digitalengagementframework.com
    • 16. Phases of engagement Reach is about making a first connection with new audiences or connecting with existing audiences on new channels • Where will you go to find your audience? • How will you use your assets to connect with the audience on this platform? Source: Digital engagement in culture, heritage, and the arts (2013)
    • 17. Phases of engagement Engagement is about strengthening existing relationships. • What can you offer to keep your audiences interested? Source: Digital engagement in culture, heritage, and the arts (2013)
    • 18. Phases of engagement Engagement is also about entering into a value exchange with your audience. • How will you invite audiences to participate? • What will you ask them to do? Source: Digital engagement in culture, heritage, and the arts (2013)
    • 19. Phases of engagement Engagement is also about turning fans into advocates for your organization. • How will you activate your fans and encourage them to share their enthusiasm for your organization with others? Source: Digital engagement in culture, heritage, and the arts (2013)
    • 20. Facebook Good for sharing images, videos, links, and engaging in discussions via comments
    • 21. Twitter Good for short bursts of information with links, images, and live chats using hashtagss
    • 22. Pinterest Good for organizing and sharing images and videos with links back to the source
    • 23. Instagram Good for sharing new photos and videos
    • 24. Tumblr Good for encouraging reblogs of images and other content
    • 25. Vine Good for creating short (6 seconds) video and sharing on Twitter
    • 26. Google+ Good for improving your search engine rankings and for sharing YouTube videos
    • 27. Google+ Hangouts On Air Good for broadcasting conversations with up to 10 users
    • 28. Reddit Good for hosting ―Ask Me Anything‖ sessions
    • 29. Facebook Images, video, links, conversations Twitter Short form info, live discussions (use hashtags), links Pinterest Images (with links back to your site), videos Instagram Photos, videos Tumblr Shareable images and quotes Vine Short (6 seconds) video Google+ Live video Hangouts, improving search rankings Reddit Ask Me Anything
    • 30. Percent of Internet Users Who Use: 0 20 40 60 80 Any social networking site 67 Facebook 100 67 Twitter 16 Pinterest 15 Instagram Tumblr 13 6 Source: ―The Demographics of Social Media Users,‖ Pew Internet (2013)
    • 31. Platform This platform is especially appealing to: Any Social Networking Site Adults ages 18-29, women Facebook Adults ages 18-29, women Twitter Adults ages 18-29, African Americans, urban residents Pinterest Women, adults under 50, whites, those with some college education Instagram Adults ages 18-20, African Americans, Latinos, women, urban residents *and teens! Tumblr Adults ages 18-29 *and teens! Source: ―The Demographics of Social Media Users,‖ Pew Internet (2013)
    • 32. Google+ Users Popular platform Source: GlobalWebIndex Mostly male (70%), 18-34 Source: Plusdemographics.com
    • 33. What kind of content do you have to share? Mostly images Are they already on your website? Yes Mixed Mostly video Do they already exist? No, I am taking new photos Yes No, I am creating new short videos (images, links, discussion) Do you want to reach… The widest possible audience A niche or enthusiast audience
    • 34. 3. CREATE CONTENT What content can you use to connect with and engage audiences?
    • 35. Identifying content opportunities What existing assets can be repurposed? What new content needs to be created? • • • • • • • • Images Video Blog posts News articles Access to experts Links to your website Quotes Questions and prompts
    • 36. Photos perform best on Facebook Photo posts typically receive 120% more engagement on Facebook
    • 37. Tip: Upload image to Facebook Don’t just rely on the link preview
    • 38. Tip: Upload image to Facebook Don’t just rely on the link preview
    • 39. Tool: PicMonkey Picmonkey (free browser-based tool) makes creating images with text overlays and collages super simple
    • 40. Tip: Include images on Twitter too Tweets with photos get TWICE the response Source: Twitter Best Practices
    • 41. Caption contests
    • 42. Identification Mystery objects, dates photographs were taken, people, places
    • 43. Identification Mystery objects, dates photographs were taken, people, places
    • 44. Behind the Scenes
    • 45. Behind the Scenes
    • 46. Behind the Scenes
    • 47. Behind the Scenes
    • 48. Behind the Scenes
    • 49. Important dates & observances Breast Cancer Awareness Voting Day
    • 50. #ThrowBackThursday (#TBT) A hashtag that is popular outside of our sector as well
    • 51. #TuesdayShoesday
    • 52. World Cat Day
    • 53. Star Wars Day (May the Fourth)
    • 54. Q&A Schedule special days/times to make your experts available to answer questions
    • 55. Tweetups Invite active Tweeters to join you behind the scenes and tweet about their experiences
    • 56. Types of Content We All Love • Makes us laugh (or happy) – The internet loves clever • Teaches us how to do something very specific – Tutorials, actionable advice • Reveals ―secrets‖ – Behind the scenes! • Challenges our assumptions – Mythbusters • Visualizes information – Slideshows, infographics Source: Gregory Ciotti
    • 57. Thinking about New Content • What do people want to know? What motivates them? • How can you enrich and serve their questioning? • How can you develop understanding through dialogue with people?
    • 58. Match content type to desired action What do you want fans to do? Respond ‣ Questions ‣ Fill in the blank ‣ Calls for submissions (photos/video/text) ‣ Caption contest Share ‣ Call to action with the word ―share‖ or ―retweet‖ ‣ Request to identify people / tag people in photos ‣ Images designed for sharing Like ‣ Timely news ‣ Inspirational, moving, or humorous content ‣ Deadline reminders
    • 59. Facebook best practices • Short – 100-250 characters (less than 3 lines) get 60% more likes comments and shares • Regular – 5 x a week • Encourage interaction – Questions, fill-in-the-blank (90% more engagement) • Call to action – Include ―share, ―like,‖ etc. in the first 90 characters Source: Facebook Page Publishing Best Practices
    • 60. Twitter best practices • Short – Tweets less than 100 characters get higher engagement (easier to retweet) • Frequent – A few tweets per day, scheduled throughout the day • Replies and mentions – Include usernames to reply or mention • Hashtags – Include relevant hashtags • Photos – Tweets with photos get twice the response Source: Twitter Best Practices
    • 61. Evenings & Weekends are Key Content posted later in the day gets more likes and shares (8pm ET peak) Content posted on Saturday and Sunday gets more likes
    • 62. Tip: Schedule your posts Facebook Twitter Note: Must use ads.twitter.com interface Or use a free 3rd party service such as HootSuite, Tweetdeck, or Buffer
    • 63. Source: Nonprofit Marketing Guide
    • 64. Voice and Tone • You might want to use the same corporate voice outlined by your communications guidelines…or you might not • What do you want your personality to be? • How will you maintain consistency across multiple authors?
    • 65. Use Content Calendars for Efficiency Pre-planned content frees up time to monitor news & replies Date Time (EST) Message Link 11/14 8:40am Today in 1851: Herman Melville’s classis, Moby Dick, is published. Did you read it in school? bit.ly/HVgnJM 11/14 6pm "...a concentrated Beef Juice...given in either cold water or milk." The manufacturer listed diabetes among more than 16 illnesses Bovinine Beef was thought to treat. More on our Diabetes Month Pinterest board: bit.ly/18X4sk5 The Gunboat Philadelphia was built in 1776, sunk during a naval battle with the British, and spent over 100 years at the bottom of Lake Champlain. Today, you can explore it in 3D. bit.ly/1aEMbZr 11/14 9pm Image Monthly ‣ Include entries for each day of the month AND for each platform ‣ Write posts, check character count, and indicate links and images to use Yearly ‣ List relevant holidays and observations, events and exhibitions ‣ Identify assets (e.g., images, video) that need to be created
    • 66. Roles and procedures • • • • • • • Who writes/creates? Who edits? Who reviews? Who publishes? Who monitors comments? Who responds? Who evaluates and reports?
    • 67. Consider the content ecosystem Content can be created once and deployed across multiple platforms. Tailor the posts for each channel but keep the core message the same. Website Blog Google+ Content Ecosystem Tumblr Twitter Exhibits Events Facebook
    • 68. ―In the National Museum of American History, there is a cabinet full of keys—keys that fit the 73 cars in the automobile collection. Most are sitting under car covers...but now the covers are coming off!‖
    • 69. A dozen Facebook posts piqued interest prior to the vote, announced the voting period, and then announced the winners.
    • 70. We used HootSuite to monitor the use of our hashtag #Race2Museum and other mentions of the initiative on Twitter
    • 71. A. B. C. D. E. F. G. H.
    • 72. In addition to traditional television news, we used the museum’s blog and YouTube account to tell the story of ―moving day.‖
    • 73. Results 3 Weeks the voting period was open 24,000 Public votes received 6.5% Increase in visitation in January and February 53,000+ Pageviews to related blog posts 20,300 Pageviews to vote opening post; most popular blog post of all time
    • 74. IFTTT (If This Then That, ifttt.com) Use this tool to syndicate content across platforms
    • 75. 4. EVALUATE SUCCESS How do you know if you are achieving your goals?
    • 76. ―Vanity‖ metrics Likes, followers Simply Measured Twittercounter
    • 77. Content Analysis Review performance of posts on a monthly or quarterly basis Twitter • Which tweets were the most: Facebook • Which posts were the most: Retweeted Clicked @Replied Favorited • Liked • Commented • Shared • • • •
    • 78. Tweet Performance Go to ads.twitter.com to view analytics
    • 79. Facebook Performance Go to ―Page Insights‖ to view analytics
    • 80. Today’s Document: Key Outcomes todaysdocument.tumblr.com • Primary Goals (per strategic plan): – Build Awareness and Appreciation of National Archives Mission & Holdings – Public Engagement • Secondary goals: – Education – Improve Access • Platform Advantages: – Highly visual – less is more; easy to curate – Viral Nature of Reblogs – Followers bring more followers, more than any other SM platform Source: Darren Cole, Web & Social Media Branch, National Archives and Records Administration, http://www.slideshare.net/danagreil/03-darren-cole
    • 81. Measuring success Today’s Document Follower Metrics Tumblr Followers Avg increase per day 80000 800 70000 700 60000 600 50000 500 40000 400 30000 300 20000 200 10000 100 0 0 Source: Darren Cole, Web & Social Media Branch, National Archives and Records Administration, http://www.slideshare.net/danagreil/03-darren-cole
    • 82. If you have a little ca$h… Increase reach with inexpensive advertising Facebook ads Promoted tweets Promoted Twitter accounts
    • 83. More tips for social media success • • • • • • Follow other users Like and comment on other users’ content Respond to comments @mention others in your posts Use hashtags Spread out posts (vary day, time of day)
    • 84. Other indicators of success
    • 85. Other indicators of success
    • 86. Which metric is the most important? Revisit your goals • Creating advocates? – Shares and retweets are your most valuable metrics • Engaging in dialogue with a community – Comments and @replies are most valuable metrics • Reach? – Page likes and followers are most important metrics
    • 87. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Success Assess the performance of your social media efforts
    • 88. Recommended Resources 1. #musesocial hashtag on Twitter https://twitter.com/search?q=%23musesocial 2. Engaging Museums blog engagingmuseums.com 3. Know Your Own Bone blog colleendilen.com 4. Edgital blog edgital.org 5. Digital Engagement Framework digitalengagementframework.com
    • 89. Thanks! DANA ALLEN-GREIL Email Twitter Blog danagreil@gmail.com @danamuses engagingmuseums.com