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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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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

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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    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 Presentation Transcript

    • 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 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
    • Niche Small Pinterest 104M LinkedIn 86M Google+ 61M Tumblr 42M blogs Foursquare 20M Flickr 15M Instagram 15MSource: Various
    • Tumblramnhnyc.tumblr.com
    • 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?
    • 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 Tumblrs for “Science Lovers” by Mashable• Featured in Tumblr Spotlight: Science and Museums• Consistently featured under “official” science tag
    • Find us on:Twitter @amnhFacebook facebook.com/naturalhistoryYouTube youtube.com/AMNHorgTumblr amnhnyc.tumblr.comPinterest pinterest.com/naturalhistoryUstream ustream.tv/user/AMNHGoogle+
    • Flickrflickr.com/photos/themuseumofmodernart
    • “Official” MoMA group on Flickr Joined Feb 2009 1,997 members 6,678 photos
    • 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 wealth of content to share• Allows users to discover more on our website
    • A Thematic ApproachTheme-focused boards allow users to enjoy works ofart from a variety of cultures and time periods withoutfeeling overwhelmed
    • Selecting Objects by TypeStriking Swords: The Deadly and the Delightful
    • Selecting Objects by MotifThe Radiant Peacock: Associated with royalty andsymbolizing beauty, immortality and exoticism, thepeacock has long been a favorite motif of artists
    • 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
    • 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
    • Find us on:Facebook facebook.com/metmuseumTwitter @metmuseumYouTube youtube.com/metmuseumFlickr flickr.com/groups/metmuseumFlickr flickr.com/photos/metmuseumFoursquare foursquare.com/metmuseum
    • Contact@srhalligan: Susan Halligan, Halligan Consulting@vsamra3: Victor Samra, MoMA@amnh: Jessica Ulrich, American Museum of Natural History@jennettem: Jennette Mullaney, Metropolitan Museum