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Creative Spaces - social media and museums


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Explaining the Creative Spaces community and how Imagination Ltd are marketing it via social media, (blogs, Twitter etc)

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Creative Spaces - social media and museums

  1. 1. IAB Social Media conference 25 th February 2009 Katie Streten Head of Insight and Content, Imagination Carolyn Royston Campaign director, National Museums Online Learning Project (NMOLP) Collecting inspiration and building long term relationships: a first for UK national museums and galleries
  2. 2. What is Creative Spaces? A unique community that gives access to an unparalleled creative resource.
  3. 3. Community growth takes time I nfan c y L ots of idea s , little a c tion A doles c en c e B a ttle f or su r vi v al B r eakth r ough F ocu s , r oles and rules C onstru c ti v e a c tivi t y R espe c t and i n t e g r i t y M a tu r i t y A utho r i t y and v alue
  4. 4. What was the brief from the NMOLP? Launch this innovative new online community for creative/inspired people – through developing genuine, long-lasting relationships.
  5. 5. <ul><li>Measures of success </li></ul><ul><ul><li>Museum/Gallery staff are engaged with Creative Spaces and social media </li></ul></ul><ul><ul><li>Kick-start an authentic group of super-users who will become Creative Spaces advocates </li></ul></ul><ul><ul><li>Encourage cross-fertilization of ideas and open the collection up in new interesting ways. </li></ul></ul>Devising our strategy
  6. 6. <ul><li>Audience </li></ul><ul><li>Keen amateurs with a common interest </li></ul><ul><li>Community interest groups </li></ul><ul><li>Professional creatives </li></ul><ul><li>Collectors </li></ul><ul><li>Academics/Historians </li></ul><ul><li>Lifelong learners from 19 - 90 </li></ul>Devising our strategy
  7. 7. <ul><li>Experience itself </li></ul><ul><li>Social network </li></ul><ul><li>Content rich </li></ul><ul><li>Unique </li></ul><ul><li>Brand appropriate </li></ul><ul><li>9 clients, differing needs </li></ul>Devising our strategy
  8. 8. <ul><li>A quality of experience, a real depth of engagement, a personal approach, longevity </li></ul>Devising our strategy C ampai g n PR Online A d v e r tising S ocial M edia
  9. 9. <ul><li>Social media must be at the heart of the strategy </li></ul><ul><li>Long-term relationship ownable by the NMOLP </li></ul>Devising our strategy
  10. 11. Opinion, discussion C o n v ers a tional R el a tionship Sho r t f o r m – 140 cha r a c t ers M ass engageme n t L ess asset sha r ing Lig h t t ouch socia l , g r oup a c ti va tion, sha r ing S ocial a c tivi t y a r ound video c o n t e n t Sha r in g , f r iend f ocused y outh audien c e self - e xp r ession Business ne t w o r k in g , business i n t e r est g r oups
  11. 12. Devising our strategy
  12. 13. Devising our strategy
  13. 14. So what approach? The medium is the message. Marshall McLuhan
  14. 15. But the key to all social media is that these are personal spaces So what approach?
  15. 16. “ The Rules” of social media engagement
  16. 17. Listening, responding Discussing, conversing Long term and about both of us Maintaining a relationship Respectful Good relationships Not listening Being dictatorial Short term and all about me Rushing in and then disappearing Patronising Bad relationships “ The Rules” of social media engagement
  17. 18. Which spaces were chosen? Twitter Blogs F a c ebook T wit t er Q uestion s , i n vit a tion s , deb a t e s , g r oup s , 24 – 45+ S t a t eme n t s , i n vi t es r esea r ch, r ecruitme n t , lig h t t ouch c o n v ers a tions L onger c o n v ers a tion s , persona l , individuals and ad v oc a t es opinions and passions 21 – 90
  18. 19. <ul><li>Don’t reinvent the wheel </li></ul><ul><li>Engaging with the existing groups, existing accounts </li></ul><ul><li>Enable cultural partners without Facebook presence to kick start their engagement </li></ul>Entering the conversation – Facebook
  19. 20. <ul><li>Don’t reinvent the wheel </li></ul><ul><li>Engaging with the existing groups, existing accounts </li></ul><ul><li>Use the community for research – find bloggers, nodes of influence through searches and #tags </li></ul>Entering the conversation – Twitter
  20. 21. <ul><li>Find appropriate blogs via other social media – Technorati, Delicious, Twitter, StumbleUpon, BlogPulse </li></ul><ul><li>Narrow down interest groups – identify nodes </li></ul><ul><li>Approach with humility </li></ul><ul><li>Tailor the email to their interests </li></ul><ul><li>Be clear about your offer </li></ul><ul><li>Give time </li></ul>Entering the conversation – Bloggers
  21. 22. Measurement <ul><li>Common factors </li></ul><ul><li>Page views Users Time spent on site </li></ul><ul><li>Project specific </li></ul><ul><li>Profiles created Groups formed Notebooks created Longevity of involvement </li></ul><ul><li>Link it to existing measures that work for your organisation. </li></ul>
  22. 23. Status <ul><li>Campaign starts on Friday 25 th February ends 22 rd May </li></ul><ul><li>Identification of c. 180 appropriate blogs that will deliver an engagement rate of c. 25%. </li></ul><ul><li>Facebook and Twitter announcements from museums, Creative Spaces Twitter profile launched </li></ul><ul><li>Management and measurement from Wednesday 25 th onwards with automated reports beyond the end of the agency involvement </li></ul>
  23. 24. Conclusion In June 2008 68% of the total internet audience was involved in social networks - let alone other platforms using social tools ( comscore) Even if your [brand] isn’t engaged in making forays into social media itself then your audiences certainly are… I am yet to find a [brand] that isn’t being actively discussed, critiqued, blogged, photographed, and videoed online. Seb Chan
  24. 25. <ul><li>It’s not a question of whether social media is right for your campaign. </li></ul><ul><li>It’s a question of which social media platforms are right for your campaign and then employing the right approach for your brand in that medium . </li></ul>Conclusion
  25. 26. Images: With thanks to Flickr community, Fresh Networks, KWFortmeyer (estate agents) Thank you for listening Twitter – Linked in - Carolyn Royston Katie Streten