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Webinar 4: Sharing, Promotion & The Ripple Effect


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This webinar focuses on how small cultural organizations, teachers, and students might share and promote their cultural stories on platforms such as Twitter, Facebook, etc. The webinar covers based tips for social media use, creating content, hashtags, local publicity, and more. This is the fourth of four webinars created for the "Be Here: Main Street" project in conjunction with the Smithsonian's Museum on Main Street program. The four webinars in this series specific address teachers who are working with student storytellers.

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Webinar 4: Sharing, Promotion & The Ripple Effect

  1. 1. #bHereMainSt @MuseWeb Selwyn Ramp Project Director Heather Shelton Digital Curator @SelwynRamp @MuseumsAgo
  2. 2. Last Webinars Covered: • Cultural Storytelling • What Makes a Good Story • Platforms for Posting • Creative Commons Use • Free software and tools Find slides and video versions of those on MuseWeb’s YouTube and Slideshare.
  3. 3. I’ve created and edited my stories, now what?
  4. 4. Good Content Outlives Technology "Quill" (CC BY 2.0) by sure2talk "Books!" (CC BY-SA 2.0) by Kirrus "typewriter" (CC BY 2.0) by plaisanter~ Photo by Hans Hillewaert. Wikimedia Commons. CC 4.0, International "Rosetta Stone - British Museum" (CC BY 2.0) by bortescristian
  5. 5. Good Content Outlives Technology 43 21 Place the content where people are: around town, in local library, at a restaurant, at a café, bar or even grocery store.- but also online! Try to use the content in a variety of ways: both digital as well as in the physical environment. Use content to market for your organization or community: placing ‘bites’ can lead people back to the whole story. Make sure your content is accessible for a variety of users: consider your audience, or perspective audience.
  6. 6. YouTube SoundCloud Internet Archives Post Your Stories Online (Archiving) Smithsonian Institution
  7. 7. What’s Next After Posting Online? It’s time to promote and share your stories. If your stories are never heard or shared, or seen, why were they told in the first place?
  8. 8. Marketing/Promotion vs. Archiving • Some sites like YouTube can not only help you archive your story, but their built-in commenting and sharing capabilities are also a well-adapted to promotion too! SoundCloud also has social sharing! • Other platforms are purely for social promotion because it’s not intuitive how to retrieve/search for a particular topic later on. Twitter, Tumblr, Facebook fall into these categories. • BUT, Facebook’s “Memories” post make you feel like your content is being saved for future generations. Marketing gold!
  9. 9. Using Social Media  Pick a platform you’re familiar with to start. Make sure you have a complete profile, describing you/your organization + mission.  Tell friends when/what you’re sharing and ask them to share as well! (reshare)  Tag or call out to people who helped with creation.  Don’t be afraid to bring attention to great content!  Let students spread the word on platforms they use! Today’s social networks are ideal places to share stories with everyone!
  10. 10. Strategies for Great Posts • Tie content into current events that are trending: Immigration, Water Quality, 100th anniversary of . . . • Use the “Awwww” factor: Elicit emotional responses • Amazing! Cite something amazing that happened as a result of this project • Make it quirky: Local diner serves up crunchy insect feast • Brag on your town: We have the cleanest water in the country • It’s unbelievable: Believe or not, the smallest animal in the world lives here. • Ask questions: What do you think about this local controversy? We have ideas.  Make sure to use hashtags that relate to #storytelling and the #bHereMainSt or other projects
  11. 11. What is a hashtag? Hashtags are ways to categorize posts. They’re search terms. • Use a # symbol before your search term • Don’t separate letters. They are all one string: #TuesdayMotivation • Search for hashtags that have already been used if you want to join an existing conversation: #DowntonAbbey • Make sure hashtags you use don’t have unintended implications • Don’t fall victim to funny hashtag letter mashups! • One famous example: #susanalbumparty (British singer Susan Boyle) • Was supposed to be Susan Album Party • Many sources out there for how to properly use hashtags! They are the key to getting your content seen in a sea of social media posts!
  12. 12. Sample Posts
  13. 13. Sample Posts
  14. 14. Go Visual Beautiful pictures never disappoint.  Ask a student or local photographer to document your process or the locations in your stories.  Social media posts with compelling images generate MUCH more interest than those without!  Shoot pictures of people involved in your project!
  15. 15. Audience & Timing 1. Think about your audience? To whom does your story appeal? Are those people already part of your existing followers, or do you need to reach out to people outside your network? 2. Follow anyone whom you believe has shared interests. 1. Example: Follow @LocalHistoricalSociety on Twitter, Instagram, Tumblr, YouTube, etc. Reach out! “Hi @LocalHistoricalSociety, check out these student videos about our favorite historic tavern. Priceless!” 3. Think about timing. If your interested in sharing with other students or teachers . . . 1. Post outside of school hours 2. Post stories to coincide with school events. Have a story about football? Post it before the big game on Friday night.
  16. 16. Scheduling  Did you know that Facebook allows you schedule posts in advance?  Other free platforms such as Hootsuite and Tweetdeck permit you to schedule other types of posts in advance, such as Twitter or Instagram. Use this feature so that you can post when your audience is online. Even if that means posting at night or on the weekends!
  17. 17. Short Links & QR Codes Many versions out there, all do about the same. Simply search online for: “shorten URL” “QR Code Generator” When adding web addresses to print materials, try creating a memorable link or even a bar code that takes people right to the story!
  18. 18. Get Physical  Identify 2-3 amazing things that happened as a result of this project  Inform local press outlets  Inform anyone who was mentioned or cited in a story  Host a film- or audio-story screening in the town square, library, high school  Print fliers about the event and post in store windows  Promote on social media  Host your own version of the Oscars in your town; Present (donated) awards  Invite local business leaders and politicians  Take a group picture of all storytellers and interviewees to post on social media and send to local news outlets Local promotion: Make sure your own community knows about it!
  19. 19. Community Involvement Ask local restaurants and businesses to support the project by posting tent cards or fliers at the cash register with a link/QR to story Create pro-quality print materials like window decals or fliers using E-Z Print tools like VistaPrint or Also check out for ideas and resources. Ask Around Regular visit Physical markers Fun Design Ask storytellers about places that they work, visit, or worship. Could these locations host meetings, post fliers, cards, or share your stories? See if you can place a sticker, stoop tile, or erect a plaque, or info sign with information about the research you discovered? Think about: “On this spot in 1936 …”
  20. 20. 43 2 Archiving Locally 1 Contact your local Library, museum or historical society and inform them about your project. Contact a state library and/or university archives that may have collections about regional history and county history. Ask whether they might be able to “accession” the collection of stories based on the topic or region. Create a one- or two- page document to explain the context of the project, who the storytellers were, the year, the county, etc.
  21. 21. Connecting Communities
  22. 22. Promotion & Evaluation • Evaluate: What worked well, what didn’t? • Use “content” for promotion and marketing • Ensure longevity of content Funding & Planning • Determine need for future funding • Use content as examples for request for future funding • Start planning cultural stories as part of regular operating projects Repeat! Repeat! Repeat! • You now have equipment, resources and skills: • Look for additional free resources at Museum on Main Street & Ripple Effect: The Road Ahead
  23. 23. Questions?
  24. 24. #bHereMainSt @MuseWeb Nancy Proctor Executive Director Selwyn Ramp Project Director @NancyProctor +1 (301) 642-6257 Heather Shelton Digital Curator @SelwynRamp +1 (202) 510-7789 @MuseumsAgo +1 (804) 741-1978 Contact Details