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Welcome! If you do not have speakers, or if you lose the video feed, c all in to the conference call  for the audio:  (712...
Creating a Social Media Strategy  Stephanie Weaver Sorel Husbands Denholtz
Topics today <ul><li>Why create a strategy? </li></ul><ul><li>Case study </li></ul><ul><li>Q & A </li></ul>
Audience Photo credit: istockphoto.com
Mission Photo credit: istockphoto.com
Photo credit: istockphoto.com
Resources Photo credit: istockphoto.com
Listening Talking Energizing Groundswell Supporting Embracing
Listening Photo credit: istockphoto.com
 
Talking Photo credit: istockphoto.com
 
Energizing Photo credit: istockphoto.com
 
Supporting Photo credit: istockphoto.com
 
Embracing Photo credit: istockphoto.com
Crowdsourcing <ul><li>“What would you do if you were us?” </li></ul><ul><li>Exhibits </li></ul><ul><li>Programs </li></ul>
Social Web Strategy <ul><li>A case study from the California Academy of Sciences </li></ul>
The Academy has taken a strategic approach to social media. <ul><li>Year 1:  Experiment, explore, listen, learn. </li></ul...
Social media objective:  drive paid attendance  and  support fundraising efforts   by connecting with more people  and  en...
We  segmented  our audience in order to identify ways to connect with and  energize   affinity groups.
 
Adults, ages 21-35: Not typically museum-goers. How can we drive attendance?
NightLife is a weekly event featuring science programming, DJs, cocktails and more.
 
We went where the audience was, engaging with people within their communities
14,000+ people like this page 22%   of first-time visitors heard about NightLife on Facebook.  50%  heard about it through...
5 months of weekly sell-out crowds (3500+), continued large crowds. Results
~70% of tickets are purchased in advance. Results
Facebook Sponsorship Results
334 reviews, more every week Results
Just launched: NightLife Insiders.  User-generated content builds buzz  and drives attendance. Next Steps
“ Intellectually Curious Adults” aka  driving general attendance
We are focused on engaging with the community.
Content distribution  across social networks...
Sharing  user-generated  content  on calacademy.org...
Facilitating sharing off our site...
It’s difficult to measure  ROI on these efforts  at this time.  What we do know...
Facebook is the biggest referrer of traffic to the Academy Web site other than search engines (6,000 visits/month).  Up to...
“ Thanks. You reminded me of why my sons and I should visit the Calif. Academy of Science today.”  Facebook fan in respons...
Travel Professionals
By participating in professional communities,  Academy staff can build new relationships.
The Academy can  leverage relationships  with travel agents and tour operators. Academy provides tips and tools for visito...
Our efforts were  well received  by travel professionals. They began to share their own blog posts with us, as well as pos...
Members
Newly launched site for members  adds value to their membership.
We solicit members’ opinions.
What did it take to accomplish all of this?
People: Part-time strategic consultant Half-time social media manager:   Daily maintenance of sites: 5-10 hours/week  Ongo...
Organizational change: Marketing-driven but  required buy-in from multiple departments : Development, Travel Sales, Guest ...
Questions?
Next steps <ul><li>Download slides now; survey email </li></ul><ul><li>Resources list </li></ul><ul><li>Link to free downl...
Thanks! <ul><li>Ideas, speakers, problems for upcoming Experience ology  clinics </li></ul><ul><li>sorel@yahoo.com, @sorel...
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Social strategy webinar 051210

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Class slides for Social Media Strategy for Museum, featuring Sorel Denholtz.

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  • Philbrook Museum of Art STAFF LOUNGE
  • Philbrook Museum of Art STAFF LOUNGE
  • Philbrook Museum of Art STAFF LOUNGE
  • Philbrook Museum of Art STAFF LOUNGE
  • Philbrook Museum of Art STAFF LOUNGE
  • so far, social media accounts for a small % of our revenue, but it is a growing segment, and an important way to connect with people. I will share the approaches we have taken so far, and what the results were.
  • By generating positive word of mouth and excitement about the Academy, people will feel connected and motivated to attend. blogs apps that solicit feedback and “crowd-source” (e.g. Share Your ideas), by giving visitors greater access to academy content that can be easily shared (e.g. widgets, collections)
  • not a lot of hard revenue metrics. I will show 2 examples with clear results, and then the other areas we explored and what we believe the benefits will be.
  • we have effectively reached this group by creating a physical community. we want to strengthen our relationship with these young adults to keep them coming back. objective: drive attendance WEEKLY
  • we have effectively reached this group by creating a physical community. we want to strengthen our relationship with these young adults to keep them coming back. objective: drive attendance WEEKLY
  • let’s take a look at the audience. 80% of NightLife attendees have a Facebook profile24% use Twitter
  • We used Facebook, Flickr, Twitter, MySpace, YouTube, Yelp (300 reviews) Right target for social media: 80% are on FB, &gt;20% on Twitter 90% of attendees who are on Facebook are fans. 22% of first-time vsiitors heard about it on Facebook. 50% hear about it through word of mouth/email/friend -- very social/viral group.
  • $10/ticket slowed in August but picking back up
  • $10/ticket slowed in August but picking back up
  • http://www.flickr.com/photos/anthonysanfrancisco/3289300782/ u nexpected outcome!! also greater commitment from academy to using social media. plans to have nightlife station, more.
  • the nightlife parties bring in this new audience. the content of the exhibits keep them coming back. social media is how they tell each other about it.
  • we have effectively reached this group by creating a physical community. we want to strengthen our relationship with these young adults to keep them coming back. objective: drive attendance WEEKLY
  • our most general target. adults 35-55. broad reach, but a specific appeal to their interest in science. not entertainment or parent or etc Science Times Discovery Channel National Geographic Nova
  • not just about the social networking sites, it’s about finding new ways to engage and build community on the Academy’s web site.... blogs, applications, community feeds (RSS)... opportunity is generating community what about video content distribution? youtube? vimeo? iTunes?
  • 6000 visits/month from Facebook alone. More than any other single site except search engines. More than Yelp + OnlyInSF + CityPass + MustSeeSanFrancisco + TripAdvisor ~10-15% of visitors purchase tickets online.
  • what we hope to hear.
  • by effectively connecting with travel professionals, we will help build tourism. B-to-B example for social media. businesses are people and building relationships can be effective here as well
  • opportunities for industry sales managers to participate in professional groups. soft sell. efforts extend beyond marketing department. changes to peoples’ jobs.
  • tips and tools include interactive map, plan a visit, mobile app reviews on Tripadvisor, Yelp does the GGP Field Guide feed into this? worth mentioning as another tool to help reach travel professionals and tourists? (1.5M visitors to GGP each year)
  • moved from 2.0 to 3.5
  • Inside: thoughts, feelings, expectations, prior experience &amp; knowledge Outside: many pieces add up, you control these
  • Inside: thoughts, feelings, expectations, prior experience &amp; knowledge Outside: many pieces add up, you control these
  • Transcript of "Social strategy webinar 051210"

    1. 1. Welcome! If you do not have speakers, or if you lose the video feed, c all in to the conference call for the audio: (712) 775-7000, 1013681# MUTE your phone if you can
    2. 2. Creating a Social Media Strategy Stephanie Weaver Sorel Husbands Denholtz
    3. 3. Topics today <ul><li>Why create a strategy? </li></ul><ul><li>Case study </li></ul><ul><li>Q & A </li></ul>
    4. 4. Audience Photo credit: istockphoto.com
    5. 5. Mission Photo credit: istockphoto.com
    6. 6. Photo credit: istockphoto.com
    7. 7. Resources Photo credit: istockphoto.com
    8. 8. Listening Talking Energizing Groundswell Supporting Embracing
    9. 9. Listening Photo credit: istockphoto.com
    10. 11. Talking Photo credit: istockphoto.com
    11. 13. Energizing Photo credit: istockphoto.com
    12. 15. Supporting Photo credit: istockphoto.com
    13. 17. Embracing Photo credit: istockphoto.com
    14. 18. Crowdsourcing <ul><li>“What would you do if you were us?” </li></ul><ul><li>Exhibits </li></ul><ul><li>Programs </li></ul>
    15. 19. Social Web Strategy <ul><li>A case study from the California Academy of Sciences </li></ul>
    16. 20. The Academy has taken a strategic approach to social media. <ul><li>Year 1: Experiment, explore, listen, learn. </li></ul><ul><li>Now, we are wrapping up Year 2... </li></ul>
    17. 21. Social media objective: drive paid attendance and support fundraising efforts by connecting with more people and engaging more effectively .
    18. 22. We segmented our audience in order to identify ways to connect with and energize affinity groups.
    19. 24. Adults, ages 21-35: Not typically museum-goers. How can we drive attendance?
    20. 25. NightLife is a weekly event featuring science programming, DJs, cocktails and more.
    21. 27. We went where the audience was, engaging with people within their communities
    22. 28. 14,000+ people like this page 22% of first-time visitors heard about NightLife on Facebook. 50% heard about it through word-of-mouth.
    23. 29. 5 months of weekly sell-out crowds (3500+), continued large crowds. Results
    24. 30. ~70% of tickets are purchased in advance. Results
    25. 31. Facebook Sponsorship Results
    26. 32. 334 reviews, more every week Results
    27. 33. Just launched: NightLife Insiders. User-generated content builds buzz and drives attendance. Next Steps
    28. 34. “ Intellectually Curious Adults” aka driving general attendance
    29. 35. We are focused on engaging with the community.
    30. 36. Content distribution across social networks...
    31. 37. Sharing user-generated content on calacademy.org...
    32. 38. Facilitating sharing off our site...
    33. 39. It’s difficult to measure ROI on these efforts at this time. What we do know...
    34. 40. Facebook is the biggest referrer of traffic to the Academy Web site other than search engines (6,000 visits/month). Up to 15% of site visitors buy tickets . Results
    35. 41. “ Thanks. You reminded me of why my sons and I should visit the Calif. Academy of Science today.” Facebook fan in response to a New York Times article we posted. Results
    36. 42. Travel Professionals
    37. 43. By participating in professional communities, Academy staff can build new relationships.
    38. 44. The Academy can leverage relationships with travel agents and tour operators. Academy provides tips and tools for visitors. Agents encourage reviews and rating by visitors.
    39. 45. Our efforts were well received by travel professionals. They began to share their own blog posts with us, as well as posts by their clients. We have seen a notable increase in favorable reviews and ranking on TripAdvisor . Results
    40. 46. Members
    41. 47. Newly launched site for members adds value to their membership.
    42. 48. We solicit members’ opinions.
    43. 49. What did it take to accomplish all of this?
    44. 50. People: Part-time strategic consultant Half-time social media manager: Daily maintenance of sites: 5-10 hours/week Ongoing strategic planning Project management for social web projects Support from interactive media/web services group Support & buy-in from executive leadership
    45. 51. Organizational change: Marketing-driven but required buy-in from multiple departments : Development, Travel Sales, Guest Services, Membership, Exhibits, and others. The Travel Sales team had to determine how to integrate social efforts into their workday . Human Resources created an internal social media policy to guide staff when they engage professionally on social sites.
    46. 52. Questions?
    47. 53. Next steps <ul><li>Download slides now; survey email </li></ul><ul><li>Resources list </li></ul><ul><li>Link to free download </li></ul><ul><li>Chat PDF </li></ul>
    48. 54. Thanks! <ul><li>Ideas, speakers, problems for upcoming Experience ology clinics </li></ul><ul><li>sorel@yahoo.com, @sorel on Twitter </li></ul>
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