Being There Museums And Social Media

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“I” sitestalk about themselves and connect with friends, and social media web sites such as Flickr, wikipedia, and YouTube where individuals cluster together because of shared interests in content. Now explore how you can use them at your museum. You will learn what audiences use these sites, how other museums are using them, and ideas about how you can or should use these web sites to support your mission - considering your limited resources and IT support.

Like any good presentation, we’re going to discuss the 5 W’s what (goals), why (results), who (audience), where – well that is BEING THERE where the audience is, and how social media tools can help you engage your audiences and how other museums are using them. What I won’t cover is the When. That is for you to decide based on your abilities to do this.I’ve given you a copy of a Museum Social Media Strategic Planning Worksheet. The worksheet provides the some of the concepts and examples I’ll speak about today. It is meant as a tool for you to write down your brilliant ideas today as you listen to this presentation, and to use it later when thinking through your social media communications plan.The worksheet is based in part on information provided at WeAreMedia.org, a community of people from nonprofits who are interested in learning and teaching about social media strategies and tools.

What are we trying to do? Big ShiftFrom speaking to mass audiences as the institution about programs, exhibits and collections …To speaking with niche audiences as the attraction, about their experiences. Andlistening the same way.

Distribute relevant messages to the right audiencesBig ShiftFrom speaking to mass audiences as the institution about programs, exhibits and collections …To speaking with niche audiences as the attraction, about their experiences. Andlistening the same way.

What are we trying to do? This is the most important component of a good plan and needs to be as specific as possible. Goals: Your goal is not your mission. Your goal is what you want to change. Make sure this is an appropriate goal for a social media strategy. Results: A good way to determine if our goal is specific enough is to chart how we will measure our progress.

Indicate Audience Size<17 not as active probably because txting .. But twitter growth is on the rise18-34 – sweet spot is Facebook, MySpace, Twitter, Flickr and YouTube35+ 1/3 of social media media traffic is adults50+ Inside Facebook April 09: now about 1.5 million female users older than 55 on the site – roughly a 550 percent increase over six months ago. This is contrary to assumptions that many marketers and businesses make – that elderly people are not online and that elderly women are not involved in social media.Why is this so important? THEY HAVE LEISURE TIME MONEY and are DEVELOPMENT OPPORTUNITIESsenior women age 50 and older control a net worth of $19 trillionsenior women own more than three-fourths of the nation’s financial wealthwomen control 85% of all brand purchaseshttp://she-conomy.com/2009/04/14/women-over-the-age-of-55-are-the-largest-growing-group-on-facebook/ - Guy’s guide to marketing to womenhttp://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

4. Promote themselves, on Monday help people ease into week and think about upcoming weekend5. Tweeter relates themselves to GV property. THF responds with gratitude and conversation.6. By Rting someone who follows innovation, THF which showcases innovations is relating their mission to Twitter conversations.

Reach new audiences Promote upcoming eventsFeeling of belongingYour institution can be part of your visitor’s identity

Current events – tornado in MSPBlog:Split rock talks about the nature

Anecdotal stories mgmt can relate to – Nina asked me to present to BoardX-functional team -- Reviews Measurement, Gives Feedback and Direction

Favorites, Groups & Events

Being There Museums And Social Media - Presentation Transcript

Got Social Media?
Being There: Museums and Social Media
Rose Sherman
Director of Enterprise Technology
Minnesota Historical Society
Got Social Media?
Topics Covered
What are we Trying to Accomplish With Social Media?
Audiences
Social Media Platforms
Niche
Content
Broad
Message
Communicate
To me in my
Preferred way
One Size
Fits All
Institutional Voice & Content
What are we Trying to Accomplish With Social Media?
Audience
Experiences
Social Media Platforms
Niche
Content
Broad
Message
Communicate
To me in my
Preferred way
One Size
Fits All
Personalized Voice & Content
What are we Trying to Accomplish With Social Media?
Audiences
Social TechnographicsTM
Influencers
Creators
Critics
Collectors
Joiners
Spectator
95 M
58 M
28 M
95 M
82 M
212 K
2.4 M
Women make up the larger percentage in all except LinkedIn.
Women 55+ fastest growing Facebook segment
How Can we Use Social Media?
UGC
Opportunity :
Ask question related to current events …
easy
Visitor Photos on Your Website
http://www.toprankblog.com/2009/02/reader-poll-top-digital-marketing-tactics-for-2009/?nucrss=1
I Don’t Have the Time
Get organized – use tools to link Twitter to Facebook to Blogs
Get connected – engage the influencers
Museums are Figuring it Out
Bit.ly/MuseumSurvey – 9/27/09
Museums are Figuring it Out
Bit.ly/MuseumSurvey – 9/27/09
Measures
Measurements
Attendance
Inquiries Answered
Re-distribution of messages
User generated content created
Influencers talking about us
Net Promoter Score: Would you recommend us to others?
Tools
Web Analytics – referrers
Click Throughs, Bit.ly
Demographic Insights from Facebook and YouTube
Growth of Fans, Followers
Twitter Search
Minnesota Historical Society Social Media Trends and Demographics
Top social media referrers:
Wikipedia
Facebook
StumbleUpon
Twitter
Google Maps
Convincing Top Management
Resources
Nina Simon’s Museum 2.0 www.museumtwo.blogspot.com
The Nyargle Blog nyargle.com
Beth’s Blog for Non-profits beth.typepad.com
Groundswell www.forrester.com/Groundswell
Commoncraft.com - videos in Plain English on Web 2.0 tools
Mashable.com
Smartchart for non-profit communications planning www.smartchart.org
Questions?
Take the Survey on Museum Use of Social Media bit.ly/MuseumSurvey
Slides available at bit.ly/AAM09
Email Rose.Sherman@mnhs.org
Twitter.com/mnhs
Twitter.com/rasherman