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2017 Social Media Strategy for Toronto Historic Sites


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Toronto Historic Sites 2016 year in review and year ahead in 2017 for social media.

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2017 Social Media Strategy for Toronto Historic Sites

  1. 1. 2017 SOCIAL MEDIA STRATEGY + 2016YearinReview by Adrianna Prosser SM Community Manager
  2. 2. 2017 TRENDS AND HIGHLIGHTS #Canada150 Canadian Holidays #C150TO #MomentTO (OTD) #TOhistory #AskACurator #MuseumSelfie February Black History Month May Museum Month June Indigenous History Week June Pride Week Programs + Exhibits + Events
  3. 3. NEW INITIATIVES Toronto Historic Sites PodCast Historical On This Day content, local history around the historic site, and recipe commentary Toronto Historic Sites Blog Historical Influencers (TO Dreams Project, Historical Societies, etc...) in the Toronto community share information as a guest blogger, articles and coverage from our sites. MomenTO Cookbook Call to action on social media specifically to share cherished home recipes that remind people of their time in Toronto growing up
  4. 4. TOHISTORICSITES MONTHLY HIGHLIGHTS January - Toronto's History February - Zion Schoolhouse March - Market Gallery April - Todmorden Mills May - Montgomery's Inn June - Scarborough July - Canada 150 (Canada Day) August - Gibson House September - Fort York October - Colborne Lodge November - Mackenzie House December - Spadina Each month a museum is highlighted on #MuseumMonday and #ThrowbackThursday
  5. 5. #MOMENTO MomenTO is a commemorative program of local and citywide events, exhibits and experiences that will mark the 150th anniversary of Canadian confederation. Since 1867, Toronto has been the setting for countless moments that have helped define how we understand Canada, our communities, and ourselves. MomenTO will present a thematic set of installations, exhibits and events highlighting the historical people, places and events that are significant to the history of Toronto and to Canada. A mobile audience engagement activation will travel around the city to promote Canada 150 and MomenTO, and will dramatically expand the reach of the program. ­Canada 150 Team Internal Document #MomenTO social media hashtag will highlight historical people, places and events, from 1867 to 2017 that are significant to the history of Canada and Toronto. WaybackWednesday FlashbackFriday *Pinned Posts* Major events Starting in March
  7. 7. Toronto's HIstory #TBT #TBT #TBT #TBT #MuseumMonday #MuseumMonday #MuseumMonday #MuseumMonday #MuseumMonday #OTD in Toronto: 1850, Etobicoke is incorporated as a township. (1878 Map from Library of McGill) #C150TO da150 FY: Queen Charlotte's Birthday Ball Saturday, January 21, 1 to 10 p.m. MH: Haggis Workshop Saturday, January 14, 10 a.m. to 1 p.m. MH: Robbie Burns' Day Celebration Sunday, January 22, 12 to 4 p.m.  SPA:  Meet the Austins: A Toronto Family Between the Wars #FlashBackFriday #FridayFeeling #FlashBackFriday #FridayFeeling #FlashBackFriday #FridayFeeling #FlashBackFriday #FridayFeeling TODAY is #MuseumSelfie Day! Tag your face in our historic sites & you could win 1 of 4 Museum Prize Packs! *Contest closes Jan 22) #WaybackWednesday #WaybackWednesday #WaybackWednesday #WaybackWednesday Canada 150 begins
  8. 8. *Black History Month #MuseumMonday Zion Schoolhouse #MuseumMonday #MuseumMonday #MuseumMonday #TBT #TBT #TBT #TBT #FlashBackFriday #FridayFeeling #FlashBackFriday #FridayFeeling #FlashBackFriday #FridayFeeling #FlashBackFriday #FridayFeeling #WaybackWednesday #WaybackWednesday #WaybackWednesday #WaybackWednesday
  9. 9. 2016 Examples What Worked + What We Need To Do in 2017 Inclusion By constantly talking about the historic collective as a community and showcasing them together, we are underlining the message that Toronto Historic Sites are a collection of sites that work together. Sister Site + Fellow Museums + #TOhistory + Our Museums
  10. 10. GETTING PERSONAL By getting in front of the camera and sharing our staff as experts we tap into that personal touch that social media feeds off of.  By making our faces the faces of the museums we shift the narrative to the present, along with community engagement and our message of interactive history. I have had great success as "Big Red" my THS persona who loves history in a very proud and geeky way. This acts as a clearance for those who are nerdy about history to engage with me/THS as a fellow history fan instead of a faceless/impersonal account.
  11. 11. #AskACurator A highly visible #hashtag trend among museums all over the world, participating in this tag always elevates our engagement online. This year Gibson House Museum's social shares were used as an example in a German blog about the best content for that tag, one of only 3 examples that was included with high profile sites such as MoMA.­ 2016­laesst­uns­zu­den­amerikanischen­museen­aufschauen­ ein­rueckblick/
  12. 12. INFOGRAPHICS In­house generated infographics got a high engagement in shares and likes on Facebook and Twitter. It is a great way to show the sites as a collective and strengthen our image as a collection of historic sites under one umbrella as Toronto Historic Sites.  TRENDS As much as we can we try to stay on top of trends such as #PokeMuseum to be topical and informative to our followers.
  13. 13. VIDEO CONTENT With video content ahead of all other forms of social shares (text, photo, GIF), our video content is growing with a focused effort I started in 2016 to have the sites more comfortable with video content creation.  With the foundations laid in 2016, I hope 2017 will yield more casual video content that is timely and coverage based (as in events and seasonal programs), but also a few high profile and reusable videos like my highly successful Rebel Rabble video that Gibson House can reuse each December on the anniversary of the 1837 Rebellion.
  14. 14. Contests We did a few different contests from casual/low­barrier  "what's your favourite museum?" to asking questions about Toronto history to reward our history loving followers with great ROR (return on relationship) By creating a low­barrier contest, the prize is more of a thank you than a reward. We handed out 25+ museum passes over Twitter and recieved many thanks in return. The winners shared their experience on social and thanks us for all their friends to see. A win­win for these contests!
  15. 15. Internal Community Management Weekly updates that focus on trends, updates, an internal statistics and best practices have strengthened our communal tone and focus as a ten historic site account.  Supporting the sites and answering questions, or supplying resources (or finding an alternative), doing site visits and troubleshooting technology; making the team a strong and confident face for THS online is a behind­the­scenes/offline job as well.
  16. 16. PARTNERSHIPS + COLLABORATIONS A great pairing was made in 2016 with Daniel Rotsztain and it was all because of Twitter. Through our social media relationship with Daniel I was able to reach out and start talks about creating a THS colouring book highlighting all the historic sites, which focuses on inclusion and collective branding for the museums. This collaboration was started in 2016 and will be on tour and exhibit in 2017. 
  17. 17. ANALYTICS G:CULSHARED2016 MARKETINGSocial MediaAnalytics Looking at the Reach vs. Engagement for our posts we can determine what content works best for our channels and listen to what our audience wants from us. Sept ­Dec 2016 THS Twitter Stats
  18. 18. With a dramatic increase from 2015 to 2016 in followers (65% on Facebook and 43% on Twitter,) we continue to grow from our 2015 refocus to our engagement at the centre of our online strategy with 11% increase on Facebook, 23% increase on Twitter, 297% increase on Instagram, and growth YouTube channels as we drive more energy to creating video content. 75 150 225 300 Facebook Twitter Instagram 0 2016 Follower Growth