MEASURABLE,
AFFORDABLE
MARKETING &
DEVELOPMENT USING NEW
TECHNOLOGIES TO MEET OLD CHALLENGES
Christina Inge
Museums’ Marketing & Dev Needs
 Find affordable
channels
 New level of
accountability—
corporate marketing
has been acco...
Museums’ Marketing Needs
 Find relevant
channels to meet
patrons, sponsors,
artists, media,
stakeholders where
they are t...
Cost-Effective, Measurable Programs
Basic tools & programs to build around:
 Web analytics
 Email
 Social media:
 Blog...
Web Analytics
 The foundation of all marketing optimization
 Popular free tools available: Google Analytics,
ClickTale.
...
Foundation: Measuring Your Efforts
 Before you do anything in web marketing,
install a web analytics program to measure
w...
Email
 Return on investment slowing, but still the
strongest of all types of marketing:
For every $1 they spend on
email ...
Keys to a Good Email Program
 Keep a regular schedule
 Make it easy to subscribe & share
 Make it something of value: M...
Measuring Email Effectiveness
 Open rates = not reliable
 Clickthrough rates =
reliable measure not just of
reach, but e...
Blogging
 Events blogs: show visitors to your site the
excitement that surrounds events.
 First-person narratives, not d...
Effective Event Blogging
 Authentic
 Multiple voices
 Highly visual
 Less formal than
other museum
communications
Twitter
 Reach a new audience that doesn’t normally
visit your site.
 Best for previewing an event and real-time
tweets ...
Facebook
 Post multimedia content
 Encourage fan participation
 Messaging for events can be a
problem: if someone is on...
YouTube
 Create your own channel-
don’t just upload videos
 Embed your YouTube videos
on your own site-your loyal
patron...
Concerns About Social Media
Top Concerns:
 Takes too much time
 Full of mindless chatter
 Nonprofits=
wearing multiple ...
Utilizing Social Media Efficiently
 Find the top channels that your patrons already
use. Don’t go on LinkedIn if they’re ...
Many Free Tools
Links to Free Tools
 Google Analytics: http://www.google.com/analytics
 ClickTale: http://www.clicktale.com
 HootSuite:...
Christina J. Inge
 Christina.j.inge@gmail.com
 Blog:
http://www.measurablemarketingstrategy.com/blog/
 Twitter: @christ...
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Measurable, Affordable Museum Marketing

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My presentation on Measurable, Affordable Museum Marketing from the 2010 NEMA Conference Membership, Development, Public Relations & Marketing PAG luncheon

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Measurable, Affordable Museum Marketing

  1. 1. MEASURABLE, AFFORDABLE MARKETING & DEVELOPMENT USING NEW TECHNOLOGIES TO MEET OLD CHALLENGES Christina Inge
  2. 2. Museums’ Marketing & Dev Needs  Find affordable channels  New level of accountability— corporate marketing has been accountable for some time, trend now moving to nonprofit world
  3. 3. Museums’ Marketing Needs  Find relevant channels to meet patrons, sponsors, artists, media, stakeholders where they are today  Spend the right amount of time on marketing—not too little, not too much on channels that aren’t bringing in patrons
  4. 4. Cost-Effective, Measurable Programs Basic tools & programs to build around:  Web analytics  Email  Social media:  Blogging  Twitter  Facebook  Cost nothing or very little each month  Can be more effective than traditional, costly methods such as advertising, printed materials  Can be measured and tracked to see what’s working
  5. 5. Web Analytics  The foundation of all marketing optimization  Popular free tools available: Google Analytics, ClickTale.  Measures not just visits to your site, but key metrics that tell you:  Why visitors are coming to your website  What they do when they’re there (i.e., check out exhibits, classes, buy museum-branded merchandise)  Whether they find your website easy to navigate
  6. 6. Foundation: Measuring Your Efforts  Before you do anything in web marketing, install a web analytics program to measure what’s working, what isn’t.
  7. 7. Email  Return on investment slowing, but still the strongest of all types of marketing: For every $1 they spend on email marketing, companies realize $43 in income
  8. 8. Keys to a Good Email Program  Keep a regular schedule  Make it easy to subscribe & share  Make it something of value: Make it interesting reading, not just a calendar or an ad for your next program.  Make it visual
  9. 9. Measuring Email Effectiveness  Open rates = not reliable  Clickthrough rates = reliable measure not just of reach, but engagement  Forward and share rates = reliable measure of engagement & advocacy
  10. 10. Blogging  Events blogs: show visitors to your site the excitement that surrounds events.  First-person narratives, not dry news reports  Highly visual: post photos, use Flickr  Multiple perspectives: staff, guest artist/writer/lecturer
  11. 11. Effective Event Blogging  Authentic  Multiple voices  Highly visual  Less formal than other museum communications
  12. 12. Twitter  Reach a new audience that doesn’t normally visit your site.  Best for previewing an event and real-time tweets during the event.  Update patrons that a new podcast is available.
  13. 13. Facebook  Post multimedia content  Encourage fan participation  Messaging for events can be a problem: if someone is on your email list, and is also a Facebook fan, they can be sent several messages for an event. Exercise caution when messaging your fans-check your fans against your email list.
  14. 14. YouTube  Create your own channel- don’t just upload videos  Embed your YouTube videos on your own site-your loyal patron base has your site bookmarked, and should have access to all your important content on your site.  YouTube goals:  Finding new, geographically dispersed audiences  Universal search
  15. 15. Concerns About Social Media Top Concerns:  Takes too much time  Full of mindless chatter  Nonprofits= wearing multiple hats  Need to use social media efficiently
  16. 16. Utilizing Social Media Efficiently  Find the top channels that your patrons already use. Don’t go on LinkedIn if they’re not using LinkedIn.  Use the same content across multiple channels:  YouTube video, embedded on your site, stills posted to blog, Tweet the upload of the video shortly after the event  Use tools that are designed to make your time on social media efficient
  17. 17. Many Free Tools
  18. 18. Links to Free Tools  Google Analytics: http://www.google.com/analytics  ClickTale: http://www.clicktale.com  HootSuite: http://hootsuite.com/index.php  GoTwtr: http://www.gotwitr.com  TweetDeck: http://www.tweetdeck.com/  TwitterFeed: http://twitterfeed.com/  Seesmic: http://seesmic.com/  Ping: http://ping.fm/  Friend or Follow: http://friendorfollow.com/  Seesmic: http://seesmic.com/
  19. 19. Christina J. Inge  Christina.j.inge@gmail.com  Blog: http://www.measurablemarketingstrategy.com/blog/  Twitter: @christinainge

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