The use of social media in heritage organisations
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The use of social media in heritage organisations

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James Mott, www.creativecomms.co.uk or www.projectbook.co.uk

James Mott, www.creativecomms.co.uk or www.projectbook.co.uk

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The use of social media in heritage organisations Presentation Transcript

  • 1. Introduction WorkshopSocial Media Digital Past 2012 Royal Commission on the Ancient and Historical Monuments of Wales (RCAHMW) James Mott PROJECTBOOK FOUNDERCREATIVECOMMS DIRECTOR Create an ENGAGING online presence for your brand using social media.
  • 2. Introduction -WorkshopSocial Media ProjectBook Information resource • Heritage Register • Products Directory • Event Calendar • Articles • Blogs (PB, Members news & Heritage Orgs) • News (generated from twitter) • Directory of Organisations Our membership • Over 500 businesses listed on the website • Including contractors, craftsmen and consultants in the heritage register. • A wide range of sector professionals ranging from archaeologists to architects, blacksmiths to woodworkers.
  • 3. Digital Media WorkshopSocial Past 2012 Introduction • Short video • The Big 4 – Linkedin | facebook | Twitter | You Tube • The Social Media Model • Social Broadcasting - events Getting practical • Developing a social media strategy and setting policy • Setting Goals and objectives • Determining your audience • Your website – keeping brand continuity • Marketing • Monitoring your progress • Finish
  • 4. The Four Main PlatformsSocial Media Workshop Facebook More than 500 million active users twitter 175 million registered users LinkedIn 100 million members YouTube 490 million users per month
  • 5. Social Media PrismSocial Media Workshop
  • 6. Video Media WorkshopSocial Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  • 7. Focus on: YouWorkshopSocial Media TubeSuitable for: organisations &businessesFunctions:• Video sharing• Communicate• Inform• Build your Brand• Promote events• Educate your audience
  • 8. Focus on: LinkedinSocial Media WorkshopSuitable for: Individuals & organisationsPages for individualsLinkedin GroupsBusiness pagesFunctions:• Get Connected• Build Relationships• Communicate• Inform• Crowd Sourcing
  • 9. Focus on: facebook pagesSocial Media WorkshopSuitable for: Mostlyorganisations & specialinterest groups/businessesFunctions:• Communication• Building your Brand• Broadcast news• Promotions• Promote events• Information
  • 10. Focus on: TwitterSocial Media WorkshopSuitable for: EVERYONEFunctions:• Get Connected• Build Relationships• Communicate• Customer Relations• Building your Brand• Broadcast news• Promotions• Promote events• Crowd Sourcing• Get Advice• Collaborating• Get referrals• Educate your audience• Raise awareness
  • 11. Social Media ModelSocial Media Workshop ENGAGE AND EDUCATE YOUR AUDIENCE Engage Inform Your Website New Content Talk RSS | Information (Your Space) Blog Broadcasts News Events Engaged Semi – engaged Not engaged – inconsistent | info resources AUDIENCE 50 300 650 AUDIENCE OF 1000 Engage Meet privately Talk Regularly Contact Attend events DEVELOP ADVOCATES | ENGAGE + NURTURE
  • 12. Social BroadcastingSocial Media WorkshopChallenge: How to take the life, operations, eventsetc. into the social sphereExample for a Cathedral:Activities• Worship• Mission• Ministry• Heritage• Music• Repair Works• Tours• Church groups• One off exhibitions• Church calendar eventsSocial broadcasting ranges from talking on twitter toa full scale story boarded campaign – it will cost..
  • 13. Promoting EventsSocial Media WorkshopEngage a huge online audience for yourevents and leave a legacy to promote in the future. relatively little effort – HUGE ROIHow ??Choose a hashtag on twitterCreate a dedicated websitePromote on twitter and other networksEncourage people at your event to share information, pictures and comment.Organisation to engage people online during the eventConsider live blogging, pictures, video etc.Post event...Embed speaker presentations onto websiteCollate online conversation about the event and publish
  • 14. Free Online ToolsSocial Media Workshop
  • 15. Website FeaturesSocial Media Workshop Some Practical Points
  • 16. Social Media StrategySocial Media Workshop We need a Strategy Go Go Go.. Social Media Tools versus Strategy Which one first?
  • 17. Questions before StrategySocial Media Workshop Before we go too far down any one path, we should ask some questions: Are your customers likely to be online? Are you ready to handle negativity? Platforms like blogs and videos allow for negative comments, and some company/organisation cultures aren’t ready to engage with those opinions. How will you incorporate this into people’s daily jobs? How will you measure results? How much time are you willing to invest? What’s your willingness to experiment, take risks, and adjust your plans?
  • 18. Strategy StartersSocial Media Workshop If we’re going to put a social media strategy into place, we need to align the path we’re going to take, and develop it with an understanding of how to reach our goals. Where are we going? How are we going to get there? Let’s get there. Let’s start on the “how.”
  • 19. Strategy StartersSocial Media WorkshopListening: implement at least a rudimentary listening platform.Communications: build a starting place to hold your conversations.Methods: determine the mix of content you intend to create, and build workflow aroundit.Community: most social media strategies have to address community and how you willinteract with the people you seek to gather around your business/organisation.Outposts: develop social network outposts where you can communicate with othercommunities, and also share the way back to your own platform.Marketplace: if your strategy involves making money, build a marketplace external toyour community - keep these separate.Attention: learn how to build awareness and encourage relationships with the mediayou’re making.
  • 20. Goals Media WorkshopSocial Increase customer base. Generate leads. Drive sales. Build awareness. Make money from your content. Establish thought leadership. Educate customers. Customer-source part of your product development. Reach new channels of customers. Improve internal communication.
  • 21. Defining a target audienceSocial Media WorkshopThe reason why most fail in the social sphere is that they dont take time to identifywho their target audience is.In fact most companies would make it an objective to market to everyone!The best way to succeed in social media is to identify your target market first and thenwork out how to reach them.There are two ways to identify your target market audience.  You can either describe your existing audience  Or you can describe what your ideal target audience is.
  • 22. Target Media WorkshopSocial AudienceThe types of audiences you could be looking to include:.. Local people People in the same sector Anyone Current clients or customers Potential clients or customers Associates of current/potential clients or customers Journalists and editors Bloggers Suppliers Affiliate businesses Thought leaders Special interest groups People defined by age
  • 23. Strategy- Website FeaturesSocial Media Workshop Modern Website Features: • Direct Links to Social Media • Less static content and more fresh content • Ability to add fresh content. Blogs and articles etc. • Keyword rich content • Social Media sharing buttons • Ability to generate comment • RSS Feeds Case Study: http://www.projectbook.co.uk/
  • 24. RSS Feeds WorkshopSocial Media
  • 25. Marketing – SoMe impactSocial Media Workshop Website Advertising, Telesales E-Marketing, Email Signature. Press and PR, Blog Directories – on and offline Marketing Events, Exhibitions, courses, CP Networking, Newsletters D Brochures, Answer Phone - Call Promotions, Sponsorship waiting Business Cards, Stationary
  • 26. Who? Media WorkshopSocial Who Will Represent you online? Secretary Youngster Computer Geek
  • 27. Who? Media WorkshopSocialQualities• Social - Friendly• Trustworthy• Creative• Aware of your objectives• Can dedicate 15 – 30 mins per day• Will follow guidelines
  • 28. Policy Media WorkshopSocial Do we need company guidelines and policies?
  • 29. Monitoring WorkshopSocial Media Free Monitoring Tools hootsuite socialmention radion 6 (paid) tweetreach http://tweetlevel.edelman.com/ klout manually i.e Linkedin google alerts Technorati Google Blogsearch
  • 30. Lets get connected...Social Media Workshop Social Media Courses & consultancy for organisations, individuals & companies. Speaker James Mott PROJECTBOOK FOUNDER Lets get connected Facebook Page Twitter @projectbook LinkedIn ProjectBook group
  • 31. Introduction WorkshopSocial Media Digital Past 2012 Royal Commission on the Ancient and Historical Monuments of Wales (RCAHMW) Social Broadcast James Mott PROJECTBOOK FOUNDERCREATIVECOMMS DIRECTOR Create an ENGAGING online presence for your brand using social media.
  • 32. Social BroadcastingSocial Media WorkshopChallenge: How to take the life, operations, eventsetc. into the social sphereExample for a Cathedral:Activities• Worship• Mission• Ministry• Heritage• Music• Repair Works• Tours• Church groups• One off exhibitions• Main church events
  • 33. Strategy: story boardSocial Media Workshop
  • 34. ConsiderationsSocial Media Workshop Budget - What will it cost? People - What will be involved Social Accounts – How to set up? Tools - What mediums will we use?
  • 35. Free Online ToolsSocial Media Workshop
  • 36. Social BroadcastingSocial Media Workshop Question Are you convinced that social media broadcasting is worth investing in?? From talking on twitter to full broadcast – how far will you go?