Onsite Social
Media
activation, in realtime
#MCN2013

Check-in from the
edge! Share a
#museumselfie
with us and
@wrdodger&
@nature_ab to
win some swag!
Friday Night Live

#FNLROM
Activations via Social
#hashtag, location

dedicated
event
mailbox

Your
event
on

Sharypic gathers all the photos of an event in one place
Autom...
Sharypic photo wall
Potential Applications
Photo wall Results
Fall 2012 (8 events):
- 947 unique contributors
- 1,941 photos shared
- 5.24% pick up
Spring 2013 (8 ev...
Audience Feedback

“As soon as I saw the photo wall at the ROM I knew I
needed to get my tweet up there. It gave me a chan...
Canadian Museum of Nature

9
Nature Nocturne
•
•
•
•
•

10

An after hours evening
program for adults
4th Friday of the month
8 pm to midnight
Season 1...
Museum’s Objectives
•
•
•
•

11

Generate “buzz”
Attract and cultivate a
young adult audience
Generate revenue
Increase at...
A Social & Mobile Audience
Dedicated microsite - nature.ca/NatureNocturne
• 77% of tickets sold online per event
• 22% mob...
Onsite Social & Mobile Engagement
1. Sharypic Live Photo Wall
2. SMS access to VIP Lounge
3. QR Code Photo Challenge

13
Sharypic Live Photo Wall
•
•

•
•

14

High visibility & impact
Post in real time from
Twitter and Instagram
using #Nature...
Sharypic Live Photo Wall

15
Photo Wall Participation
Average
per event

Season 1
(4 events)

Star Wars
(Aug 9)

Season 2
(2 events)

1,639

1,536

1,3...
Text Message (SMS) Campaign
Pilot Project for Season 1
Text a specific keyword to:
• Gain access to exclusive VIP
Lounge o...
SMS Results (Jan-Apr 2013)
Keywords used
• Nature1 on 15 posters in Gatineau bars
• Nature2 on our web site
• Nature3 for ...
QR Photo Challenge (April 2013)

19
QR Photo Challenge
Explore the galleries &
contribute to live photo wall
6 different photo assignments
via QR codes
• 32 s...
What’s Next?
•
•
•
•

21

Improve mobile microsite
Tw: @NatureNocturne
Does SM impact web site visits, ticket
sales?
Onsit...
Questions?
Anne Botman: @nature_ab
Ryan Dodge: @wrdodger

22
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MCN 2013 - Onsite social media activation at events

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Presentation on how to activate social media at events. Ryan Dodge, Social Media Coordinator at the Royal Ontario Museum with Anne Botman, Head of Web and Digital Initiatives, Canadian Museum of Nature

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  • Hello everyone and thank you for coming. My name is Ryan Dodge and I’m the Social Media Coordinator at the Royal Ontario Museum in Toronto. I’ve asked Anne Botman, the Head of Wed and Digital Initiatives at the Canadian Museum of Nature to join me today because both of our institutions hold after hours events where social media is both a main promotional tool but also used to activate the events onsite. We would like to leave some time for questions so I’ll get right to it.
  • I’m Anne Botman and I’m from the Canadian Museum of Nature in Ottawa, Canada.It’s about a 2 hour drive from here in Montreal. CLICKWe started our own version of a Friday night dance party last January, called Nature Nocturne
  • I just want to give you a very brief background of Nature Nocturne.It’s a monthly, after hours evening program for adults.DJs, live music, dancing, food & bars, art installations, performances, crafts and the galleriesWe are now in the middle of season 2. We have had 7 events to date. Well, 8 if you count last night.
  • Here are the main objectives of the Nature Nocturne program:Generate buzz in the local community, develop a new adult market, generate revenue and increase attendanceOne of my favourite wall photos of jelly fish costumes from recent Halloween event.
  • We know Nature Nocturne has a very social and mobile audience:On average, for 7 events we’ve held so far:77% of tickets sold in advance, only via onlineTwice as much mobile traffic than our general site5 times the social traffic So what could we try with onsite social media?
  • So what did we try?Live photo wallSMS (Text) access to VIP LoungeQR Code Photo ChallengeCLICK
  • Taking advantage of the castle-like architecture of the museum, the main wall of the central Atrium was transformed into a two story high dynamic photo gallery visible from every floor in the museum. Visitors and staff were able to post photos in real time from Twitter and Instagram simply by tagging them with the #NatureNocturne hashtag.
  • Hosted solution at sharypic.comEvent brandingKeep photo albumsModeration available – we rejected maybe 2 or 3 photos per event. Nothing too objectionable, more irrelevant content.Mobile App version to control from the floor. Contest and voting features but we haven’t explored them
  • Great participation rate of between 6 -7% of attendees.Special Star Wars Nocturne in August. Even higher photo participation rate.People love the photo wall. Okay, what else did we do? SMS Text Campaign
  • We had a chance to test SMS as a means of reaching new audiencesOpportunity as part of larger sponsorship deal and the partner already had SMS service in place.Text a specific keyword to get something special like access to VIP lounge, special exhibits, etc.
  • 3 different keywords used in 3 different contextsGatineau bar posters not successful. Gatineau is the city across the river from Ottawa and we were trying to attract new audiences. Web site had the most use. Social media and onsite had some use. #Failure in terms of the bar posters.If you are up on your area codes, you might recognize 819 is Gatineau, 613 is Ottawa, 514 is MTL and others are near TO.Web stats also showed this interest from outside Ottawa.We did get a SMS mailing list and we used it during Season 1, but are not continuing with this campaignOne final onsite social media activity was our Photo Challenge
  • Held during our April event.We wanted a fun activity to encourage:Exploration of galleriesPhoto submission to live photo wallPossibly generate some online chatter about galleries
  • There were 6 mini assignments, like the one shown. One for each area of the museum. You needed to scan the QR code from a poster in the gallery, to get the assignment information. Then you took your photo and posted it to the live photo wall (in theory).There were some logistical problems:Not enough light on posters so people didn’t notice the QR codes. The posters were put up during the day, when there was plenty of natural light in the building.The codes did mean we could see how many people scanned them, however the QR codes are likely an extra barrier for participating. When in doubt, use paper signs, encourage digital output. Could not always tell what was a photo challenge photo on the wall. We think there were 6 submissions. Maybe we need special hashtag?Not all photos taken were posted. Clearly we need more testing!
  • Improve mobile micrositeAdded a separate branded Twitter account. We think the Nature Nocturne identify is well known enough now to support it. Monitor impact of SM on web site visits and ticket sales. Photography theme – another photo challenge. maybe with voting?
  • First person to tweet me with the #NatureNocturne hashtag – discover the Nocturne experience for yourself
  • MCN 2013 - Onsite social media activation at events

    1. 1. Onsite Social Media activation, in realtime
    2. 2. #MCN2013 Check-in from the edge! Share a #museumselfie with us and @wrdodger& @nature_ab to win some swag!
    3. 3. Friday Night Live #FNLROM
    4. 4. Activations via Social
    5. 5. #hashtag, location dedicated event mailbox Your event on Sharypic gathers all the photos of an event in one place Automatically in real-time from various sources Via individual photographer uploads
    6. 6. Sharypic photo wall
    7. 7. Potential Applications
    8. 8. Photo wall Results Fall 2012 (8 events): - 947 unique contributors - 1,941 photos shared - 5.24% pick up Spring 2013 (8 events): -1,028 unique contributors - 2,029 photos shared - 5.72% pick up
    9. 9. Audience Feedback “As soon as I saw the photo wall at the ROM I knew I needed to get my tweet up there. It gave me a chance to share my experience and made me feel like a star. Dedicating that space to visitors' comments let me know the ROM truly valued how we were enjoying ourselves, and fostered our habit of tweeting and sharing information about the event.” Emma, visitor
    10. 10. Canadian Museum of Nature 9
    11. 11. Nature Nocturne • • • • • 10 An after hours evening program for adults 4th Friday of the month 8 pm to midnight Season 1 (Jan-Apr 2013) Season 2 (Sep-May 2014)
    12. 12. Museum’s Objectives • • • • 11 Generate “buzz” Attract and cultivate a young adult audience Generate revenue Increase attendance
    13. 13. A Social & Mobile Audience Dedicated microsite - nature.ca/NatureNocturne • 77% of tickets sold online per event • 22% mobile traffic, compared to 12.6% mobile traffic for rest of nature.ca • 15% of traffic from Social Media referrals, compared to 3.3% SM referrals for nature.ca • Top 3 social referrers to web site: Facebook, Reddit, Twitter 12
    14. 14. Onsite Social & Mobile Engagement 1. Sharypic Live Photo Wall 2. SMS access to VIP Lounge 3. QR Code Photo Challenge 13
    15. 15. Sharypic Live Photo Wall • • • • 14 High visibility & impact Post in real time from Twitter and Instagram using #NatureNocturne Photos changed every 10 seconds Minimal moderation
    16. 16. Sharypic Live Photo Wall 15
    17. 17. Photo Wall Participation Average per event Season 1 (4 events) Star Wars (Aug 9) Season 2 (2 events) 1,639 1,536 1,322 Photos Posted 202 268 215 Contributors 94 120 90 Participation Rate 5.8% 7.8% 6.7% Onsite Attendance 16
    18. 18. Text Message (SMS) Campaign Pilot Project for Season 1 Text a specific keyword to: • Gain access to exclusive VIP Lounge or special exhibits • Be on a “first to know” mailing list 17 VIP Lounge
    19. 19. SMS Results (Jan-Apr 2013) Keywords used • Nature1 on 15 posters in Gatineau bars • Nature2 on our web site • Nature3 for social media and onsite Results over the 4 months • Nature1 = 74 (819, 613, 514 area codes) • Nature2 = 976 (613, 819, 416, 514, 647, 905) • Nature3 = 352 (613, 819, 647, 416, 705) 18
    20. 20. QR Photo Challenge (April 2013) 19
    21. 21. QR Photo Challenge Explore the galleries & contribute to live photo wall 6 different photo assignments via QR codes • 32 scans in total • 6+ photos uploaded Challenges • Lighting of the posters • QR codes! • Identifying entries on photo wall! 20
    22. 22. What’s Next? • • • • 21 Improve mobile microsite Tw: @NatureNocturne Does SM impact web site visits, ticket sales? Onsite photo contests with sponsors?
    23. 23. Questions? Anne Botman: @nature_ab Ryan Dodge: @wrdodger 22

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