This document outlines a study on using geo-social data and web analytics to enhance engagement and membership at the Metropolitan Museum of Art. The analysis includes visitor behavior, popular themes, and suggests actions to increase visitor interaction, such as improving the museum's app and organizing events. It highlights persistent audience 'stories' and offers insights on enhancing visitor experiences while promoting art appreciation.

1. Combining Geo-Social Data & Web Analytics to Identify New Marketing Opportunities at the Metropolitan Museum of Art
Marshall Sponder
Lecturer -Zicklin School of Business
Baruch College
November 6th, 2014
Social & Digital Analytics Innovation -Miami

2. Some of what we offer at the Digital Marketing @Zicklin School of Business
Courses Include:
•Web Analytics (Adobe & Google Analytics)
•Audience Analytics (Comscore)
•Programmatic (MediaMath)/trading desk
•Social Media Analytics
•Viral Media Analytics
•SEO/SEM, Email Marketing, etc.

3. 3 Objectives
•Increase IN-PERSON ENGAGEMENT and MEMBERSHIP at the MET using Geo-Social Data and Web Analytics.
•Access the ONLINE PRESENCE of non-profit arts organizations of the MET.
•Discover and amplify stories that drive audiences to attend.

4. Note: Met Museum Study uses publically available data accessible to anyone

5. Studied 11 months of GeoSocial Data at THE MET

6. Examine Twitter and Facebook accounts connected to specific audiences at the MET (in a specific location like The Met) for a high score on the Big 5 “Openness” Attitude, to determine individuals who are more likely to be receptive to particular marketing messages and offers from a Brand/Artist/NPO. This can be combined with Art liked (i.e.: selfies with Art)

7. There’s at least 50 selfies a Day taken at the MET and most likely we could find 400 Selfies a week (x52),
over 21000 a year
to analyze.

8. One Direction: Examine Selfie Behavior in terms of Personality and choice of Art [look for “openness”]

9. A Sample of Research at the Metropolitan Museum of Art – November 14th2013 –October 21st, 2014(unless otherwise noted)
Credit: http://instagram.com/meganmfulton
10.17 #nyc #themet | @metmuseum

10. Analyst Insight –its all about how the audience engages with the remnants of the past
The “real art” in the museum is “discovered” and comes alive, when the Audience interacts with it, and with each other.

11. Discovered 16 persistent “stories” that happen at The MET
Stories1-8
1. Temple of Dendur: Family interconnection, picnic area
2. Rooftop Bar:Feeling more comfortable in Intellectual Environments
3. MoreCafes: Cafes are driving more visitors, esp. to the interior of the MET
4. Rembrandt and Vermeer: Popular Icons
5. Children’s Access: Forwide reaching
Youngsters in the classroom
6. Greek/Roman Wing: Visitorsdisplay tactile play with fountain and possibly take (or leave) a coin
7. Astor Court:Meditate, Contemplate and see fish in pod.
8. Greek Wing: Visitors “incidentally” mockphallus

12. Stories 9-16
9. Come to the MET onFriday & Saturday nights: to be seen dressed for sexual notoriety / dating
10. Upper EastSide Intellectuals & Dilettantes: They come to every Special Exhibit.
11. Name Recognition: Van Gogh, Monet, Manet, Renoir
12. The Stairs: “Gossip Girls -XOXO”, perhapsother T.V. shows such as “Girls”
13. FashionShows: (at intervals) –mostly when these shows are active, other wise, not.
14. Foreign Visitation: How manyvisitors from foreign countries.
15. School-BasedObligatory visits
16. Selfie Behavior *(next to art, and in bathrooms)
Discovered 16 persistent “stories” that happen at The MET

13. Astor Court, 168, 0%
More Café's, 2281, 2%
Temple of Dendur, 2634, 2%
MET on Friday/Sat night/ Dating, 2772, 3%
The Stairs (Gossip Girl), 3861, 3%
Greek and Roman Wing (fountain and Phallus), 4100, 4%
School based obligatory visits, 4400, 4%
Selfies (including Bathroom Selfies), 4400, 4%
Foreign Visitation , 11900, 11%
Fashion Shows , 16500, 15%
Rooftop Bar, 25975, 24%
Other, 29144, 27%
* Based on multiplier of 6.3 applied to the actual number of captured posts in Geofeedia.
Estimated* Story Volume at the Metropolitan Museum over 330 days

14. How often do visitors come to The Met?
There is only 265 accounts that visited The Met more than 5 times over the last year.
Most of the top 50 accounts were museum employees, partners or tour guides.
One Visit86%
Two to 5 Visits14%
Six to 10 Visits0%
Ten to 20 Visits0%
More than 20 Visits
One Visit
Two to 5 Visits
Six to 10 Visits
Ten to 20 Visits
More than 20 Visits
Analysis based on the 56,139 accounts captured. Some people posted on multiple accounts a single visit.

15. Who are the real audience(s) The Met has, or ought to develop?
Visit Number
Visitors
Percent
ActualNumbers (EST)
Notes
One Visit
46643
86.10%
4,600,000
Mostlytourists, perhaps school tours, etc.
Two to 5 Visits
7246
13.38%
725,000
Real Audience to go after
Six to 10 Visits
176
0.32%
17,600
Regulars, possiblymembers
Ten to 20 Visits
67
0.12%
6,700
Regulars, possibly members
More than 20 Visits
22
0.04%
220
Employees and partners
Note: Many frequent visitors may not be MEMBERS, they will get their visit count inflated in The MET’s actual attendance numbers.

17. Channels Detected @themet via Geofeedia
7729
47946
375
77
12
Twitter
Instagram
Flickr
Picasa
YouTube
14382
91705
4372
200
35
Twitter
Instagram
Flickr
Picasa
YouTube
Accounts Captured
Verbatim
Captured

18. Selected Theme Explorations @The MET

19. 1. Temple of Dendur: Family interconnection, picnic area

20. 1. Temple of DendurMetrics

21. Temple of Dendur (location basedwithout keyword “Dendur” has 6x the verbatim) – Keyword Search is limiting!!!!

22. 2. Rooftop Bar: Feeling more comfortable in Intellectual Environments

23. 2. Rooftop Bar Metrics (sample 9-1-14 / 10-18/14 –11 months is too hard to parse in Geofeedia without API processing): NOTE: Rooftop Garden Café is open May-October, only.
Note: estimate over 25,000
Verbatim was posted from the Rooftop mostly from May till now.

24. 3. More Cafes: MET DINING ROOM (~27+ verbatim over 11 months –less than .04% TV)Cafes are driving more visitors, esp. to the interior of the MET

25. 4. Rembrandt and Vermeer: Metrics

26. 5. Children’s Access: Reaching Youngsters in the classroom

27. 6. Greek/Roman Wing: Visitors display tactile play & with fountain and possibly take (or leave) a coin

28. 6. Greek/Roman Wing: Visitors display tactile & play with fountain and possibly take (or leave) a coin

29. 6-8. Greek/Roman Wing: Visitors “incidentally” mock phallus

30. 6. Greek/Roman WingMetrics (6/1/14 –10/17/14)

31. 12. Gossip Girl, XOXO on the Steps of the Metropolitan Museum is a homage to the original series which took place in locations nearby the MET

32. 16. Selfie Behavior (next to art, and in bathrooms)

33. 16. Bathroom Selfie Behavior

34. Psychographics of Frequent Met Museum Attendees –Twitter Affinities via @Statsocial
Age/Gender Combined
Frequent return visitors are much more likely to be female.
The educational background is mixed

35. Unusual Affinities of Frequent MET Museum Goers (perhaps non members displaying Membership Behaviors)

36. Unusual Affinities of Frequent MET Museum Goers (perhaps non members displaying Membership Behaviors)
What is this “frequent MET museum goer NOT INTERSTED IN?
They are not into “Technology”, Politics or Sports, for the most part. Also, they don’t have a lot of extra income, despite appearances suggesting otherwise.

37. Acting on the Data Stories at the METROPOLITIAN MUSEUM
1. Have regular music events (place making) taking place at 4-6 PM in Temple of Dendur –invite people to come witness the light, use the MET APP to help with this..
2. The Rooftop Café Bar is so popular it makes sense to keep it open year round, and put bubble enclosures on the top,so be can come sun themselves over the winter blues.
3. Cafes drive more people deeper in to the museum, where they have occasion to stay longer –but what if The MET partnered with “Starbucks” of Wolfgang Puck to create a special drink or meal that only people could have when they attended to the Museum?
Or perhaps, to get the MET to be more present in people’s lives, they could have a frozen version (with a picture of Art at the MET) and people who want that food at home, can buy it and imagine being at the MET – say while eating a special desert, etc.

38. Acting on the Data Stories at the METROPOLITIAN MUSEUM
4. Since Selfies are so popular these days, why not invite visitors to “friend” a work of Art at The MET and post to a hashtag –the most popular gets a free gift
5. The MET has done much to make itself more accessible to students, but has yet to create online courses (as MOMA did) which help keep the Museum in top of mind, even when someone can’t come.
6. The MET is also a great place to have a DATE –not only could they promote that, but they could also be a “matchmaker” as well.
7. People come to the MET just to sit on the steps and remember “Gossip Girl”. The MET should celebrate that by dedicating a step to “XOXO” and creating more special places in the MET people can explore (perhaps using the APP)
8. As visitors are already taking pictures of themselves in bathrooms at the MET, why not give them a way to pose against a frame or picture of Art in the Collection?

39. Additional things the MET could do to increase engagement with the Art within the museum.
1.Study the Brand Affinities of frequent attendees to better understand the programming and events that would be effective in driving more engagement. Possibly build “look alike audiences” based on the Twitter and Instagram frequent attendees we captured in Geofeedia over the last year.
2.Enhance the MET Museum App with iBeacon, wire the museum with iBeacons and create programming that can interact with the app and engage the visitor.
3.Install Presence Analytics over Met Museum Wi-Fi to connect virtual and physical visitor identify. Offer coupons and other real time offers to users of the Met Museum App as they transverse the museum. Possibly run games and various “hunts” that better engage users as well as helping them learn more about the Art.

40. Questions?
Thank You!
•Marshall Sponder, @webmetricsguru
•Lecturer -Zicklin School of Business
•Baruch College
•Marshall.sponder@baruch.cuny.edu
•Now.seo@gmail.com

41. Additional Thanks goes to….
•THE MET –and my own time spent there studying the museum audience.
•Dr. Curtis Reisinger –Chief Psychologist –Long Island College Jewish Hospital
•Karthik Sridhar –PHD and Colleague at Zicklin School of Business
•Jeanette Vuocolo –Program Manager –Chamber Music America
•Guy Madison –VP at Statsocial.com
•Joann Lefebvre –Partner and coach
•David Luna –Department Chair –Marketing and International Business at Zicklin School of Business
•Peter Mello –Program Director, Waterfire.org
•Tim Blankenship –Marketing Manager –Waterfire.org
•Alex Kates, GRX
•The great folks at Geofeedia.comfor providing their exceptional platform for Geolocation.
•Alan Barnett –Adjunct Lecturer, Zicklin School of Business
•Additional help and feedback from my MKT -4093 and MKT 4555 students at Zicklin School of Business, who also contributed some work to this deck