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How #Museums use#Niche Networks for Content Marketing
Niche (nich): noun, adjective, verb     1. an ornamental recess in a wall or the like, usually  semicircular in plan and a...
Niche        Small                    Pinterest 104M                     LinkedIn 86M                     Google+ 61M     ...
Tumblramnhnyc.tumblr.com
Why Tumblr?• An active, passionate community where  sharing is encouraged• Tumblr loves photos• AMNH has tons photos taken...
GoalsBecome a go-to channel for science content
GoalsRepresent the complexity of the Museum andwhat goes on behind the scenes
GoalsFoster a community of followers and ambassadors
ResultsIn one year, we’ve:• Gained over 16k followers• Seen steady growth each week• Named one of the “10 Must-Follow Tumb...
Find us on:Twitter       @amnhFacebook      facebook.com/naturalhistoryYouTube       youtube.com/AMNHorgTumblr        amnh...
Flickrflickr.com/photos/themuseumofmodernart
“Official” MoMA group on Flickr                                  Joined Feb 2009                                  1,997 me...
Andy Warhol’s Screen Tests
Thank you!
Pinning Beauty:               Pinterest.com/metmuseumSharing 5,000 Years of Art on Pinterest
Why Pinterest?• A visual platform is suited to visual art• The networks growth allows us to reach new  audiences• We have ...
A Thematic ApproachTheme-focused boards allow users to enjoy works ofart from a variety of cultures and time periods witho...
Selecting Objects by TypeStriking Swords: The Deadly and the Delightful
Selecting Objects by MotifThe Radiant Peacock: Associated with royalty andsymbolizing beauty, immortality and exoticism, t...
Novel Ways to Highlight ContentMuseum staff were invited to share personal perspectiveson works of art in the 100-episode ...
Beyond Images• Pin videos from YouTube and Vimeo• Share blog posts and essays—keep it visually  compelling• Start conversa...
Find us on:Facebook   facebook.com/metmuseumTwitter    @metmuseumYouTube    youtube.com/metmuseumFlickr     flickr.com/gro...
Contact@srhalligan: Susan Halligan, Halligan Consulting@vsamra3: Victor Samra, MoMA@amnh: Jessica Ulrich, American Museum ...
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012
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How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012

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LikeableU panel: how the American Museum of Natural History, the Museum of Modern Art and the Metropolitan Museum of Art use niche social media channels for branding, content marketing and engagement

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Transcript of "How Museums use Niche Networks for Content Marketing, #LikeableU Cultural Arts Panel, May 15, 2012"

  1. 1. How #Museums use#Niche Networks for Content Marketing
  2. 2. Niche (nich): noun, adjective, verb 1. an ornamental recess in a wall or the like, usually semicircular in plan and arched, as for a statue or other decorative object.2. a place or position suitable or appropriate for a person or thing: to find ones niche in the business world. 3. a distinct segment of a market. 4. Ecology . the position or function of an organism in a community of plants and animals.Dictionary.com
  3. 3. Niche Small Pinterest 104M LinkedIn 86M Google+ 61M Tumblr 42M blogs Foursquare 20M Flickr 15M Instagram 15MSource: Various
  4. 4. Tumblramnhnyc.tumblr.com
  5. 5. Why Tumblr?• An active, passionate community where sharing is encouraged• Tumblr loves photos• AMNH has tons photos taken by our talented, in-house Photo Studio• Could we engage with this community and generate excitement and awareness of the Museum through great photography?
  6. 6. GoalsBecome a go-to channel for science content
  7. 7. GoalsRepresent the complexity of the Museum andwhat goes on behind the scenes
  8. 8. GoalsFoster a community of followers and ambassadors
  9. 9. ResultsIn one year, we’ve:• Gained over 16k followers• Seen steady growth each week• Named one of the “10 Must-Follow Tumblrs for “Science Lovers” by Mashable• Featured in Tumblr Spotlight: Science and Museums• Consistently featured under “official” science tag
  10. 10. Find us on:Twitter @amnhFacebook facebook.com/naturalhistoryYouTube youtube.com/AMNHorgTumblr amnhnyc.tumblr.comPinterest pinterest.com/naturalhistoryUstream ustream.tv/user/AMNHGoogle+
  11. 11. Flickrflickr.com/photos/themuseumofmodernart
  12. 12. “Official” MoMA group on Flickr Joined Feb 2009 1,997 members 6,678 photos
  13. 13. Andy Warhol’s Screen Tests
  14. 14. Thank you!
  15. 15. Pinning Beauty: Pinterest.com/metmuseumSharing 5,000 Years of Art on Pinterest
  16. 16. Why Pinterest?• A visual platform is suited to visual art• The networks growth allows us to reach new audiences• We have a wealth of content to share• Allows users to discover more on our website
  17. 17. A Thematic ApproachTheme-focused boards allow users to enjoy works ofart from a variety of cultures and time periods withoutfeeling overwhelmed
  18. 18. Selecting Objects by TypeStriking Swords: The Deadly and the Delightful
  19. 19. Selecting Objects by MotifThe Radiant Peacock: Associated with royalty andsymbolizing beauty, immortality and exoticism, thepeacock has long been a favorite motif of artists
  20. 20. Novel Ways to Highlight ContentMuseum staff were invited to share personal perspectiveson works of art in the 100-episode series Connections.This program translates beautifully to Pinterest
  21. 21. Beyond Images• Pin videos from YouTube and Vimeo• Share blog posts and essays—keep it visually compelling• Start conversations. Use @[user name] to reach a specific person• Take advantage of hashtags• Use Google Analytics and look into the growing arsenal of Pinterest-specific tools• Have fun! Frankly, its difficult to avoid
  22. 22. Find us on:Facebook facebook.com/metmuseumTwitter @metmuseumYouTube youtube.com/metmuseumFlickr flickr.com/groups/metmuseumFlickr flickr.com/photos/metmuseumFoursquare foursquare.com/metmuseum
  23. 23. Contact@srhalligan: Susan Halligan, Halligan Consulting@vsamra3: Victor Samra, MoMA@amnh: Jessica Ulrich, American Museum of Natural History@jennettem: Jennette Mullaney, Metropolitan Museum
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