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Social Media Strategy Presentation May 2016 THS

  2. 2. "Bringing Toronto's history to life." "The heart of Toronto's cultural identity." "enhance the visitor experience." "On-going dialogue and engagement with citizens, stakeholders and community groups..." "Provide access, engage, and connect with the public." Mi s si o n & Vi si o n
  3. 3. GOALS 1. Engaging our visitors beyond the confines of museum doors; support community engagement and encourage participation in museum experiences. 2. Act as a historical resource. 3. Providing online customer support for visitors questions. SUCCESS MEASURES To determine whether the content is helping to achieve the platform’s purpose, we will gather and evaluate the following data: • Engagement metrics/post • Attendance numbers + comments/event listings • Subscription metrics/blog + newsletter post Content Plan 2016 CMOG
  4. 4. Each of the Toronto Historic Sites is different but each site is still casual, approachable, informative, friendly, insightful and of course: history-loving online and offline. Our Voice *Digital Engagement Framework
  5. 5. Use inclusive language to better portray Toronto Historic Sites as a collective WE Sister Sites Our Museums
  6. 6. Engagement Engaging our online community means we must Be Engaging by creating and sharing interesting, insightful, entertaining, educational and trendy content.
  7. 7. Engagement by Post Type as of May 11, 2016 Add subheading "In Monday’s keynote by Mike Stelzner, he shared the following stats about video marketing in 2016: 73% of marketers increasing use of video in 2016 21% claim it’s the most important form of content marketing 58% want to improve YouTube knowledge 50% will increase use of video in 2016" ­ April 20, 2016
  8. 8. Above Benchmark Average Reach: 1,930 people see it *without a paid boost WAY
  9. 9. Create engagement!
  10. 10. 1,069 hearts 170 followers 3116 likes + 102 comments 255 posts 22 broadcasts as of May 11, 2016 NEW since 2015 467 followers
  11. 11. 9,122 followers as of May 11, 2016 9015 follwers 65% 2015 vs. 2016 43% 0.2%0.24% Engagement Rate
  12. 12. as of May 11, 2016
  13. 13. Stewardship Audience retention is often overlooked. By Periscoping events for those that cannot attend (be it for reasons such as it's sold out, or distance, or financial barriers) we are creating a welcoming and an inclusive relationship with our fans.
  14. 14. Our fans are noticing!
  15. 15. Stewardship Contests and audience participation posts are also a great way to keep fans engaged. Instagram WTF #MuseumMonth Contest
  16. 16. Stewardship Being a part of the discussion, as Social Media is just that: SOCIAL. Engage as your museum account! Comments and likes insert your museum into the online conversation thereby raising your profile and clout just by taking part. Add your knowledge with @ replies and you too can be seen as a reliable resource within that community!
  17. 17. Community Community Outreach to like-minded organizations to create on/offline projects to further engage mutual audiences! Through Twitter we have made partnerships with: Pow er of Tw itter
  18. 18. Influencers
  19. 19. Museum Trends Museum Memes User Generated Content
  20. 20. Museum Trends Blogging
  21. 21. 1,759 subscribers • 1,015,856 views Museum Trends "Videos created by the Royal Ontario Museum highlight personal reflections and perspectives on a wide variety of subjects. Tune in to learn more about the research, collections, events and people who make the ROM one of the world's great museums."
  22. 22. #TOhistory #TOhistoricsites #CDNhistory Site event tags: #TunnelVision, #BeatlesRockTO, #MagnaCartaTO, #SuburbanSteam, #FrostFair, #SpadinaGatsby HASHTAGS #TBT #BTS #FF #MuseSocial #OTD #itweetmuseums #FineArtTO Staying Trendy Social event tags: #MuseumMonth #AskACuratorDay #MuseumWeek
  23. 23. Looking Ahead And BEYOND Weekly Best Practices Newsletter What trends to expect, #tags to use, troubleshooting and tips and tricks for our museum Social Media Managers at site level. By creating an inner community of social media savvy managers at each site we are building skills and confidence to create and share online. Goals + Strategies *Monthly Meet-Ups: ROM has Social Media meetings weekly!
  24. 24. Looking Ahead And BEYOND Create Engaging Content Use Periscope for more than event coverage: interviews AMA style + #BTS exhibit set up + exclusive beyond­the­rope segments.  Video is the future: amp up our YouTube content, every site has a channel Launch THS Blog: Canada 150 programming (soft launch July 1 2016) Snapchat and other trendy but high traffic/use based apps Utilize Pinterest and Flickr as an archive and funnel to the Blog Goals + Strategies
  25. 25. Looking Ahead And BEYOND Create Engaging Content Goals + Strategies THS Blog
  26. 26. Looking Ahead Online/Offline Integration Engagement never ends:  continuing the conversation inside and out of the museum is what people expect. Allowing for follow up through @acconts and #eventhashtags we allow our audience to have a dialogue with our sites, and with our brand. Goals + Strategies And BEYOND #Empty #TweetUp
  27. 27. Looking Ahead Creating Transmedia Goals + Strategies And BEYOND Apps and Downloads Heighten User Experience Transmedia storytelling (also known as transmedia narrative or multiplatform storytelling, cross-media seriality) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies.