Museums Building Communities Emerging & Social Media for Museums Virginia Association of Museums April 16, 2010 Suzanne Ha...
VMFA and Social Media
VMFA’s Social Media Strategy <ul><li>Designed to build excitement for opening </li></ul><ul><li>Insider perspective </li><...
Social Media Optimization Team <ul><li>Communications and Marketing </li></ul><ul><li>Education </li></ul><ul><li>Curatori...
Social Media Platforms <ul><li>VMFA blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Email </li...
 
Groundswell <ul><li>groundswell.forester.com </li></ul><ul><li>Josh Bernoff blog </li></ul><ul><li>Charlene Li blog </li><...
Creators Critics Collectors Joiners Spectators Inactives The Social Technographics ™  Ladder Social Technographics classif...
Creators Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write articles...
Creators C Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write articl...
Creators Critics Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write ...
Critics Collectors Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Writ...
Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created  Upload audio/music...
The Social Technographics  ™  Ladder Spectators  consume social content including blogs, user-generated video, podcasts, f...
How to Search the Groundswell <ul><li>Technorati </li></ul><ul><li>Google Blog Search </li></ul><ul><li>DailyMotion </li><...
 
Jonah Holland <ul><li>PR & Marketing Coordinator  </li></ul><ul><li>Lewis Ginter Botanical Garden  </li></ul><ul><li>Presi...
WHAT IS SOCIAL MEDIA?  FROM WIKIPEDIA.ORG  <ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Collaboration </li></ul></...
What Social Media is Not
But….you first have to have a strategy <ul><li>Guidelines & Goals (create some!)  </li></ul><ul><ul><ul><li>Email me if yo...
People are Talking About You!  What are they saying?
SOCIAL INTERACTION What do you value <ul><ul><li>Genuine interest </li></ul></ul><ul><ul><li>Details </li></ul></ul><ul><u...
<ul><li>Connect with  us  online: Integrate </li></ul>
So, how do you find the time? <ul><li>Desktop tools (Flock, TweetDeck, HootSuite) </li></ul><ul><li>Mobile tools  </li></u...
FLOCK  SOCIAL MEDIA WEB BROWSER. KEEPS TABS FOR NEXT TIME, CAN RUN PHOTO STREAMS, VIDEO STREAMS, TWITTER STREAMS, AND MORE.
VENUES FOR SOCIAL MEDIA <ul><ul><li>Blog (Wordpress is preferred) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><u...
The Blog <ul><li>The Backbone </li></ul><ul><li>Tell story </li></ul><ul><li>Integrate </li></ul><ul><li>Engage </li></ul>
Blogs are alive but they must be fed and cared for… Use “smart” comments to draw readers & to be viewed as an expert, in t...
Ambassadors for your Museum <ul><li>Internal staff </li></ul><ul><li>Community </li></ul><ul><li>Goal: to help tell your s...
Your Story is Their Story
YOUR  MUSEUM
<ul><li>#HashTags! ( #regional #topical) </li></ul><ul><li>Applications like Hootsuite.com </li></ul><ul><li>Again: Engage...
 
“ The right tweet can be explosive…” <ul><li>Great Tweets get RT (retweeted) </li></ul><ul><li>Via @HandsOnGR…..Help promo...
 
FACEBOOK
Linkedin Company Profile Personal Profile Groups
WIDGETS
WIDGETS & BUTTONS
FourSquare!
TRIP ADVISOR - YELP Great Reviews Rated #1-Popularity Index What are folks saying about you? Public comments about you
Use Social Media to Connect with & Thank Sponsors & Donors <ul><li>Connect with them on Twitter and thank them </li></ul><...
Justifying the time you spend <ul><li>How do I gauge my success?  </li></ul><ul><li>Number of followers, interactions </li...
 
Questions & Answers
Image credits <ul><li>Broadcast: http://www.fendigital.net/customer-focus-is-the-key-to-success-online/ </li></ul><ul><li>...
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Virginia Association of Museums (VAM) 2010 Conference: Museums Building Communities Through Social Media Combined Presentation

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What is required to be successful in social media is the willingness to be transparent,
sincere, and engaging and the ability to constantly learn new things.
The landscape of social media is ever- changing and the one thing that you can
be sure if is you’ll never know it all.
You will learn the basics of social media, and why museums and attractions can’t afford NOT to embrace it in today’s
world.
The speakers will discuss: how to listen to what people are saying about your organization, how to add value to the visitor experience through social media,
how to build a following on your blog, Facebook and Twitter & how they
all work together to create synergy. Learn what sorts of goals to set for your
social media program and how to measure success (ROI).
This is the combined presentation of Suzanne Hall (first) and Jonah Holland

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Virginia Association of Museums (VAM) 2010 Conference: Museums Building Communities Through Social Media Combined Presentation

  1. 1. Museums Building Communities Emerging & Social Media for Museums Virginia Association of Museums April 16, 2010 Suzanne Hall, Chief Communications Officer Virginia Museum of Fine Arts Jonah Holland, PR & Marketing Coordinator Lewis Ginter Botanical Garden President, Mox-eMedia LLC
  2. 2. VMFA and Social Media
  3. 3. VMFA’s Social Media Strategy <ul><li>Designed to build excitement for opening </li></ul><ul><li>Insider perspective </li></ul><ul><li>Extend messaging beyond “traditional” </li></ul><ul><li>Generate viral support </li></ul><ul><li>Reinforce brand </li></ul><ul><li>Permeate buzz </li></ul>
  4. 4. Social Media Optimization Team <ul><li>Communications and Marketing </li></ul><ul><li>Education </li></ul><ul><li>Curatorial </li></ul><ul><li>Visitor Services </li></ul><ul><li>Exhibitions </li></ul><ul><li>Management </li></ul>
  5. 5. Social Media Platforms <ul><li>VMFA blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Email </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul>
  6. 7. Groundswell <ul><li>groundswell.forester.com </li></ul><ul><li>Josh Bernoff blog </li></ul><ul><li>Charlene Li blog </li></ul>
  7. 8. Creators Critics Collectors Joiners Spectators Inactives The Social Technographics ™ Ladder Social Technographics classifies people according to how they use social technologies.
  8. 9. Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them The Social Technographics ™ Ladder Creators make social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly. 24%
  9. 10. Creators C Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Update status on a social networking site Post updates on Twittter The Social Technographics ™ Ladder Conversationists Update status on social networking site, post updates on Twitter Groups include people participating in at least one of the activities monthly. 33% Conversationists Creators
  10. 11. Creators Critics Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them The Social Technographics ™ Ladder Critics Post ratings/reviews, comment on blogs, contribute to online forums and wikis. Groups include people participating in at least one of the activities monthly. Post ratings/reviews of product/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Update status on a social networking site Post updates on Twittter 37% Conversationists
  11. 12. Critics Collectors Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online The Social Technographics ™ Ladder Groups include people participating in at least one of the activities monthly. Post ratings/reviews of product/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki 20% Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Creators Conversationalists
  12. 13. Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online The Social Technographics ™ Ladder Groups include people participating in at least one of the activities monthly. Maintain profile on a social networking site Visit social networking sites 59% Joiners connect in social networks like MySpace and Facebook Conversationists Creators
  13. 14. The Social Technographics ™ Ladder Spectators consume social content including blogs, user-generated video, podcasts, forums, tweets or reviews Groups include people participating in at least Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews 70% Maintain profile on a social networking site Visit social networking sites Joiners Creators Critics Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Collectors Creators Collectors Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Conversationists Spectators
  14. 15. How to Search the Groundswell <ul><li>Technorati </li></ul><ul><li>Google Blog Search </li></ul><ul><li>DailyMotion </li></ul><ul><li>Metacafe </li></ul><ul><li>YouTube </li></ul><ul><li>And so many more… </li></ul>
  15. 17. Jonah Holland <ul><li>PR & Marketing Coordinator </li></ul><ul><li>Lewis Ginter Botanical Garden </li></ul><ul><li>President, Mox-eMedia LLC </li></ul>
  16. 18. WHAT IS SOCIAL MEDIA? FROM WIKIPEDIA.ORG <ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Added Value </li></ul></ul><ul><ul><li>Also…. </li></ul></ul><ul><ul><li>Build community </li></ul></ul><ul><ul><li>Be authentic </li></ul></ul><ul><ul><li>Transparent </li></ul></ul>
  17. 19. What Social Media is Not
  18. 20. But….you first have to have a strategy <ul><li>Guidelines & Goals (create some!) </li></ul><ul><ul><ul><li>Email me if you’d like an example </li></ul></ul></ul><ul><ul><ul><li>Address specifics --- like negative comments on your Facebook page, and who can post on your Facebook wall </li></ul></ul></ul><ul><ul><ul><li>Identify your SM team & discuss the policy with them </li></ul></ul></ul><ul><ul><ul><li>Address time management </li></ul></ul></ul><ul><ul><ul><li>Address the blending of personal/business relationships </li></ul></ul></ul>
  19. 21. People are Talking About You! What are they saying?
  20. 22. SOCIAL INTERACTION What do you value <ul><ul><li>Genuine interest </li></ul></ul><ul><ul><li>Details </li></ul></ul><ul><ul><li>Follow -up </li></ul></ul><ul><ul><li>Humor </li></ul></ul><ul><ul><li>Frequent interaction </li></ul></ul><ul><ul><li>Offer Help, build trust </li></ul></ul><ul><ul><li>Connecting </li></ul></ul><ul><ul><li>Personality, voice </li></ul></ul><ul><ul><li>Add value </li></ul></ul><ul><ul><li>Sale pitches </li></ul></ul><ul><ul><li>Someone who talks But doesn’t listen </li></ul></ul><ul><ul><li>Someone who only talks to you when they need something </li></ul></ul><ul><ul><li>Typical “PR speak” </li></ul></ul>Doesn’t Work: Works:
  21. 23. <ul><li>Connect with us online: Integrate </li></ul>
  22. 24. So, how do you find the time? <ul><li>Desktop tools (Flock, TweetDeck, HootSuite) </li></ul><ul><li>Mobile tools </li></ul><ul><li>Re-allocating resources </li></ul><ul><li>How many hours will this take? </li></ul><ul><li>What if I don’t have the staffing to support social media? </li></ul>
  23. 25. FLOCK SOCIAL MEDIA WEB BROWSER. KEEPS TABS FOR NEXT TIME, CAN RUN PHOTO STREAMS, VIDEO STREAMS, TWITTER STREAMS, AND MORE.
  24. 26. VENUES FOR SOCIAL MEDIA <ul><ul><li>Blog (Wordpress is preferred) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Widget (for Facebook, iphone etc) </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>Forums (regional & topical) </li></ul></ul><ul><ul><li>Public web pages (like RIO or R.com) </li></ul></ul><ul><ul><li>Social bookmarking, like Digg, Delicious </li></ul></ul>
  25. 27. The Blog <ul><li>The Backbone </li></ul><ul><li>Tell story </li></ul><ul><li>Integrate </li></ul><ul><li>Engage </li></ul>
  26. 28. Blogs are alive but they must be fed and cared for… Use “smart” comments to draw readers & to be viewed as an expert, in the know
  27. 29. Ambassadors for your Museum <ul><li>Internal staff </li></ul><ul><li>Community </li></ul><ul><li>Goal: to help tell your story </li></ul>
  28. 30. Your Story is Their Story
  29. 31. YOUR MUSEUM
  30. 32. <ul><li>#HashTags! ( #regional #topical) </li></ul><ul><li>Applications like Hootsuite.com </li></ul><ul><li>Again: Engage, add value, be authentic, organic </li></ul><ul><li>Follow back if someone follows you </li></ul>What makes Twitter work? http://ifiwereamuseum.wordpress.com /
  31. 34. “ The right tweet can be explosive…” <ul><li>Great Tweets get RT (retweeted) </li></ul><ul><li>Via @HandsOnGR…..Help promote HandsOn Day like you're a rapper at the Grammy's and your album is dropping next week! Here's how: http://bit.ly/3DfZzz </li></ul><ul><li>Conversation: </li></ul><ul><li>Series of Tweets from @tiffaniechan baby's on a grandparent date at lewis ginter botanical gardens right now! @lewisginter It's their favorite place to take her. She just learned how to say &quot;flower.&quot; @lewisginter BTW, became their fav place after we bought a membership as a mom's day gift a few years ago! </li></ul>
  32. 36. FACEBOOK
  33. 37. Linkedin Company Profile Personal Profile Groups
  34. 38. WIDGETS
  35. 39. WIDGETS & BUTTONS
  36. 40. FourSquare!
  37. 41. TRIP ADVISOR - YELP Great Reviews Rated #1-Popularity Index What are folks saying about you? Public comments about you
  38. 42. Use Social Media to Connect with & Thank Sponsors & Donors <ul><li>Connect with them on Twitter and thank them </li></ul><ul><li>Encourage them to post on your Facebook wall </li></ul><ul><li>Link to them/RT them/follow them </li></ul><ul><li>#FF Sponsors </li></ul><ul><li>Blog about them (if you are passionate about the relationship) </li></ul>
  39. 43. Justifying the time you spend <ul><li>How do I gauge my success? </li></ul><ul><li>Number of followers, interactions </li></ul><ul><li>Wordpress Stats, Google Anaylitics, General increase in web traffic, </li></ul><ul><li>Facebook Insights </li></ul><ul><li>Hootsuite stats </li></ul><ul><li>You should be using Google Alerts or another app to monitor your brand </li></ul><ul><li>Then Refine your work based on your feedback. </li></ul>
  40. 45. Questions & Answers
  41. 46. Image credits <ul><li>Broadcast: http://www.fendigital.net/customer-focus-is-the-key-to-success-online/ </li></ul><ul><li>Censorship: http://spruiked.posterous.com/?tag=censorship </li></ul><ul><li>  </li></ul><ul><li>Social Media landscape: http://willscullypower.wordpress.com/2009/01/ </li></ul><ul><li>social media simple http://eileen11.files.wordpress.com/2008/12/social_media.jpeg </li></ul><ul><li>  </li></ul><ul><li>http://blogs.wayne.edu/angelique/2009/04/06/social-networking/ </li></ul>

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