HootSuite Analytics to drive campaign success - Guggenheim Case Study

Guggenheim - One Child Case Study - HootSuite Analytics Todrive Using HootSuite to Create New User Case Study Case Study campaign success Experiences Introduction Founded in 1939, the Solomon R. Guggenheim Museum has approximately 250 employees in New York, sees over 1 million visitors at the museum annually, and has 4 million visits to Guggenheim.org. In addition, the Guggenheim engages with over 500,000 followers on Facebook and Twitter worldwide. In June of 2010 the Guggenheim launched the inaugural YouTube Play. A Biennial of Creative Video. This experimental collaboration between YouTube and the world-renowned art museum, presented with HP + Intel, set out to discover and showcase the most exceptional talent from the rapidly growing realm of online video. YouTube Play invited international video-makers – both amateur and professional – to submit their most creative works for consideration. A distinguished jury comprised of celebrated figures from art, design, film, and entertainment selected the top 25 works.Mobile Missions: The decentralizedteam for YouTube Play made use The challengeof HootSuite’s user-friendly web The goal of YouTube Play was to reach the widest possible audience in a periodplatform which is available from anycomputer, as well as the iPhone app of just 5 months. By exploring the “what’s next” in online video, the Guggenheimwhich effectively supported secondarily sought to increase brand awareness and followers for their social@Guggenheim’s live event coverage. channels: the Guggenheim YouTube channel, Facebook and Twitter. To add another layer of complexity, the event existed both online and as a physical installation in museums worldwide. Therefore, it was important to use a tool that could seemlessly integrate live events and digital conversations. Effective engagement was critical for success. The team needed to capitalize on content created by each partner by distributing it over the collective social network. The Guggenheim had to measure all outreach efforts to ensure they resonated with their audience, and adjust quickly when necessary; the short time span for this project necessitated a nimble campaign.

Guggenheim - Case Study HootSuite Analytics to drive campaign success Regular Reports: The YouTube Play The solution social media team consisted of representatives from the Guggenheim Using HootSuite Analytics allowed the Guggenheim to experiment with various Museum, YouTube, and HP + Intel. messaging and make necessary adjustments which encouraged followers to HootSuite Social Analytics allows organizations to share custom share or respond online. Results were used to measure success and establish dynamic reports on a daily, weekly, benchmarks from which to increase audience engagement. The museum bi-weekly or monthly basis so generated monthly reports for the internal team to show: everyone is up-to-date. Monthly Facebook and Twitter follower growth Link tracking on key project announcements issued by the Guggenheim Influencer ReTweets with follower metrics Referral links and top posts generated Custom URL results for directing traffic form third party apps to the museum’s website, Guggenheim.org. The channel on YouTube.com/Play also encouraged people to share on social networks, and featured a Twitter wall displaying live Tweets using #YouTubePlay. Finally, the Guggenheim tracked YouTube channel and video views for YouTube Play. HootSuite Social Analytics: Powerful analytics tools, more ways to measure, and customizable reports: HootSuite Results Social Analytics closes the loop between your social messaging with In 5 months, the biennial generated over 23,000 submissions from 91 countries real-time views into campaign results. and the YouTube Play channel received over 24 million views. Here’s a visualization of the social media results:The mission of the Solomon R. The Foundation realizes this mission Follow up:Guggenheim Foundation is to promote through exceptional exhibitions, twitter.com/hootsuitethe understanding and appreciation education programs, research initiatives, blog.hootsuite.com/mediaof art, architecture, and other and publications, and strives to engage Visit hootsuite.com/plans for Basic, Promanifestations of visual culture, primarily and educate an increasingly diverse and Enterprise packagesof the modern and contemporary international audience through itsperiods, and to collect, conserve, and unique network of museums andstudy the art of our time. cultural partnerships.

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HootSuite Analytics to drive campaign success - Guggenheim Case Study

by HootSuite on May 11, 2011

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HootSuite Analytics to drive campaign success - Guggenheim Case Study — Document Transcript