Museum Social Media Planning Worksheet

MUSEUM SOCIAL MEDIA STRATEGIC PLANNING WORKSHEET WHAT – GOALS AND RESULTS EXAMPLES OUR PLAN, OUR IDEAS WHAT IS IT, EXACTLY, THAT WE WANT TO Goals Listen – to the conversations and feedback about us ACCOMPLISH? Listen monitor volume and sentiment about us Results: Gives us opportunity to educate our What are we trying to do? This is the most audiences, or to change our behavior or refine our important component of a good plan and needs to message be as specific as possible. Talk – Distribute relevant messages to the right audiences Promote awareness of our programs and events, Goals: Your goal is not your mission. Your goal is exhibits, collections, preservation initiatives, etc. what you want to change. Make sure this is an Reach beyond our market area. Results: Increased attendance ‐> increased Net appropriate goal for a social media strategy. Promoter Score ‐> increased revenue Participate in the conversations important to our Results: A good way to determine if our goal is mission; provide context to current events specific enough is to chart how we will measure Results: Increased number of enthusiastic our progress. supporters ‐> increased membership, increased attendance, change our image Educate and share great practices, information about collections, research, etc. Create excitement. Results: Educated and inspired population Interact with our audiences the way they want, enable them to manage their own social outposts, respond to their inquiries Results: Stay relevant, be approachable, remain current as the world moves from search to social context, increased Net Promoter Score Energize Energize our passionate fans and enable them to distribute our message, engage influencers Results: Increased number of enthusiastic supporters ‐> increased membership, increased awareness reach Embrace Gather information, e.g. to inform design of exhibits and programs Results: Multiple perspectives, increased support, “crowd sourced” exhibits Based in part on We Are Media’s Social Media Planning Worksheet at http://www.wearemedia.org/Modlue+2+worksheet Page 1 Rose Sherman, Minnesota Historical Society, September 2009

MUSEUM SOCIAL MEDIA STRATEGIC PLANNING WORKSHEET WHO ‐ AUDIENCE EXAMPLES OUR PLAN, OUR IDEAS Niche Audiences WHO MUST WE REACH TO ACHIEVE OUR GOAL? Educators What are their demographics, “social Students technographics”, and other important Enthusiasts / Buffs characteristics? What are they doing online? Genealogists What is their social activity online? Researchers ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ PERCEPTIONS, VALUES, CORE CONCERNS: Teens How are they talking about us or our mission Families with small children focus, e.g. art, children, science, history, nature, Young professionals etc.? Empty‐nesters Are there misconceptions? Senior citizens Based on our social media listening, what existing Use Forrester.com’s Consumer Profile Tool interests or beliefs can we tap into to reach our http://www.forrester.com/Groundswell/profile_tool.html TM to identify the social technographics of your niche audience? What will encourage our audience and audience. members to move toward our goal? What can we do or what talking points can we use to tap into Technographic Adults% Youth one of their existing thoughts or beliefs to gain % their support? Creators 18 39 Critics 25 43 Remember this is about THEIR value system not Collectors 12 14 OURS. How they think and what lens they use to Joiners 251 58 make decisions are important to understand if we Spectators 48 66 want them to connect with or organization. It is Inactives 44 26 always easier to tap into a value someone already Source: Forrester Research NACTAS Q2 2007 North American Social Technographics holds than to create a new one. They will use online survey and NACTAS Q4 2006 Youth Online Survey 1 In past six months, women over 55 have been the fastest growing Facebook technology to get things they need from each demographic, so this percentage is likely to be higher. other, not from institutions. Based in part on We Are Media’s Social Media Planning Worksheet at http://www.wearemedia.org/Modlue+2+worksheet Page 2 Rose Sherman, Minnesota Historical Society, September 2009

MUSEUM SOCIAL MEDIA STRATEGIC PLANNING WORKSHEET HOW – WHAT TOOLS EXAMPLES AND TACTICS MY IDEAS What is the best way to listen to them? To reach them? Strategies and Tools What is the best way to engage them in conversation? Goal Tools Big Shift Listen Google Alerts, Technorati, From speaking to mass audiences as the institution Twitter Search about programs, exhibits and collections … Talk Mainstream and niche To speaking with niche audiences as the attraction, social networks: about their experiences. Facebook, Twitter, Flickr, Blog – yours and theirs, And listening the same way. YouTube Promote Awareness ditto PICK YOUR SOCIAL MEDIA TACTICS AND TOOLS. Participate ditto At this point you are ready to make some decisions: Link Educate Above plus for Educator your goals, audience, listening strategy and and students: conversation with tactics and tools. TeacherTube, Glogs Wikipedia Energize Mainstream and niche Passionate Fans social networks: Facebook, Twitter, Flickr, Blog, YouTube Embrace User Generated Content: stories, their photos and videos at your venue and events, reviews, ratings, member anecdotes Mainstream and niche social networks: Facebook, Twitter, Flickr, Blog, YouTube Gather Information Ditto Interact Ditto Based in part on We Are Media’s Social Media Planning Worksheet at http://www.wearemedia.org/Modlue+2+worksheet Page 3 Rose Sherman, Minnesota Historical Society, September 2009

MUSEUM SOCIAL MEDIA STRATEGIC PLANNING WORKSHEET HOW – DO WE IMPLEMENT EXAMPLES AND TACTICS OUR PLAN, OUR IDEAS HOW IN THE HECK CAN WE EMBRACE SOCIAL Resources Engage the revolutionaries in your organization who are MEDIA GIVEN OUR LIMITED RESOURCES ? passionate about your organization as well as social WHO ON STAFF CAN SPEAK FOR US? media. Put someone in charge. Re‐define their job to include some time for social media. Note: this will not What are our resources (time, money and people) to work for the long term because if you’re serious about support this effort? engaging in social media, resources need to be allocated to it – just like the other important organizational What are our boundaries, our rules of engagement? Can activities. anyone in the organization represent our institution through social media channels? Create a collaborative, cross‐functional, team that will guide the organization based on measurable metrics and What is our promotion plan? Who are the influencers insights, and provide feedback to content providers and and thought leaders? How can we can get them to be conversation participants. The team members are from part of our energized fans? Marketing, Education, Collections, Development, Technology and Executive. Make it safe to fail. Take a First Step Be patient; cultural change takes time. Get started … a great first step is to just listen to the conversation about you and your peers. Start slowly, so it doesn’t feel so scary and risky. Venture further as comfort levels grow. Work with a social media that requires less frequent updates. For example, post photos of your exhibits on Flickr. Or post weekly updates to a Facebook page. Boundaries Establish social media policies which identify tone, key messages, and builds relationships. Explore the American Red Cross’s policy at sites.google.com/site/wharman/social‐media‐strategy‐ handbook . Create rules of engagement about when to engage and when not to engage. Based in part on We Are Media’s Social Media Planning Worksheet at http://www.wearemedia.org/Modlue+2+worksheet Page 4 Rose Sherman, Minnesota Historical Society, September 2009

MUSEUM SOCIAL MEDIA STRATEGIC PLANNING WORKSHEET MEASUREMENT EXAMPLES AND TACTICS OUR PLAN, OUR IDEAS WAS OUR SOCIAL MEDIA WORTH THE EFFORT? Metrics Attendance – need to be able to tie social media activity to an attendance activity such as purchasing How do we measure the effectiveness of social a ticket, asking visitors “where did you hear about media? us?” or have a countable mechanism such as a coupon Gather measurements and anecdotal stories and Inquiries Answered feedback that can be used to build executive buy‐ Re‐distributions of message, e.g. Retweets in. Responses to message, e.g. comments, user generated content submitted Audience feedback – supportive and non‐ supportive messages Net Promoter Score – would you recommend us to others? Influencers talking about us: how many, number of times Metric Tools Web Analytics, e.g. Google Analytics Click Thrus, e.g. Bit.ly Demographic Insights from YouTube and Facebook Growth of Facebook fans, Twitter followers … note: the number is not as important as the growth trend and measuring if you experienced growth because of a particular initiative. Twitter Search, TweetDeck to measure conversation Based in part on We Are Media’s Social Media Planning Worksheet at http://www.wearemedia.org/Modlue+2+worksheet Page 5 Rose Sherman, Minnesota Historical Society, September 2009

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Museum Social Media Planning Worksheet

by Minnesota Historical Society on Oct 07, 2009

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