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Engaging Audiences with Social Media: Outreach Activities for Collections Care

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Strategic use of social media can help your organization tap into enthusiast communities and open up access to your collections and expertise. In this session, learn how to select and use the right social platforms for your target audience, topic, and available resources. We’ll discuss how to leverage free tools such as Facebook, Twitter, Instagram, Vine, Tumblr, and Google Hangouts to connect with today’s audiences and engage them in meaningful conversations about your work.

This presentation was given as a webinar, part of the Connecting to Collections series on Outreach activities for small museums and libraries. You can watch the webinar and access other materials here:
http://www.connectingtocollections.org/courses/outreach-activities-for-collections-care/

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Engaging Audiences with Social Media: Outreach Activities for Collections Care

  1. 1. Connecting to Collections: Outreach Activities for Collections Care Engaging Audiences with Social Media Presented by Dana Allen-Greil November 14, 2013
  2. 2. By the end of this webinar you will be able to:
  3. 3. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Assess the performance of your social media efforts
  4. 4. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Assess the performance of your social media efforts
  5. 5. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Assess the performance of your social media efforts
  6. 6. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Success Assess the performance of your social media efforts
  7. 7. Benefits Things to Consider Takes time Free/inexpensive Requires skill in Easy to use, does not require communications and writing technical knowledge Large potential audience Easily shared Gets picked up by search engines Not housed on your website (unless you put it there) Your audience may not be there
  8. 8. 1. SET GOALS What outcomes are you hoping to achieve with social media?
  9. 9. Social media is active Show Share Connect Discuss Interact Build community Publish Crowdsource Collaborate Co-create Empower Mentor
  10. 10. What do you want to do with social media? Open access to collections and expertise Brand your staff as experts Keep fans updated on progress Build excitement about an event or exhibition Tap into enthusiast communities Bring people behind the scenes Engage audiences in meaningful conversations Ask for feedback Encourage audiences to take action
  11. 11. Who do you want to reach? Volunteers Local community Researchers Teachers History buffs Youth Potential donors
  12. 12. ―Everyone‖ is not a useful audience segment
  13. 13. Name Age Bio Interests Social networks Technology
  14. 14. 2. SELECT PLATFORMS Where are your audiences online? How can you connect with them?
  15. 15. Digital Engagement Framework See: digitalengagementframework.com
  16. 16. Phases of engagement Reach is about making a first connection with new audiences or connecting with existing audiences on new channels • Where will you go to find your audience? • How will you use your assets to connect with the audience on this platform? Source: Digital engagement in culture, heritage, and the arts (2013)
  17. 17. Phases of engagement Engagement is about strengthening existing relationships. • What can you offer to keep your audiences interested? Source: Digital engagement in culture, heritage, and the arts (2013)
  18. 18. Phases of engagement Engagement is also about entering into a value exchange with your audience. • How will you invite audiences to participate? • What will you ask them to do? Source: Digital engagement in culture, heritage, and the arts (2013)
  19. 19. Phases of engagement Engagement is also about turning fans into advocates for your organization. • How will you activate your fans and encourage them to share their enthusiasm for your organization with others? Source: Digital engagement in culture, heritage, and the arts (2013)
  20. 20. Facebook Good for sharing images, videos, links, and engaging in discussions via comments
  21. 21. Twitter Good for short bursts of information with links, images, and live chats using hashtagss
  22. 22. Pinterest Good for organizing and sharing images and videos with links back to the source
  23. 23. Instagram Good for sharing new photos and videos
  24. 24. Tumblr Good for encouraging reblogs of images and other content
  25. 25. Vine Good for creating short (6 seconds) video and sharing on Twitter
  26. 26. Google+ Good for improving your search engine rankings and for sharing YouTube videos
  27. 27. Google+ Hangouts On Air Good for broadcasting conversations with up to 10 users
  28. 28. Reddit Good for hosting ―Ask Me Anything‖ sessions
  29. 29. Facebook Images, video, links, conversations Twitter Short form info, live discussions (use hashtags), links Pinterest Images (with links back to your site), videos Instagram Photos, videos Tumblr Shareable images and quotes Vine Short (6 seconds) video Google+ Live video Hangouts, improving search rankings Reddit Ask Me Anything
  30. 30. Percent of Internet Users Who Use: 0 20 40 60 80 Any social networking site 67 Facebook 100 67 Twitter 16 Pinterest 15 Instagram Tumblr 13 6 Source: ―The Demographics of Social Media Users,‖ Pew Internet (2013)
  31. 31. Platform This platform is especially appealing to: Any Social Networking Site Adults ages 18-29, women Facebook Adults ages 18-29, women Twitter Adults ages 18-29, African Americans, urban residents Pinterest Women, adults under 50, whites, those with some college education Instagram Adults ages 18-20, African Americans, Latinos, women, urban residents *and teens! Tumblr Adults ages 18-29 *and teens! Source: ―The Demographics of Social Media Users,‖ Pew Internet (2013)
  32. 32. Google+ Users Popular platform Source: GlobalWebIndex Mostly male (70%), 18-34 Source: Plusdemographics.com
  33. 33. What kind of content do you have to share? Mostly images Are they already on your website? Yes Mixed Mostly video Do they already exist? No, I am taking new photos Yes No, I am creating new short videos (images, links, discussion) Do you want to reach… The widest possible audience A niche or enthusiast audience
  34. 34. 3. CREATE CONTENT What content can you use to connect with and engage audiences?
  35. 35. Identifying content opportunities What existing assets can be repurposed? What new content needs to be created? • • • • • • • • Images Video Blog posts News articles Access to experts Links to your website Quotes Questions and prompts
  36. 36. Photos perform best on Facebook Photo posts typically receive 120% more engagement on Facebook
  37. 37. Tip: Upload image to Facebook Don’t just rely on the link preview
  38. 38. Tip: Upload image to Facebook Don’t just rely on the link preview
  39. 39. Tool: PicMonkey Picmonkey (free browser-based tool) makes creating images with text overlays and collages super simple
  40. 40. Tip: Include images on Twitter too Tweets with photos get TWICE the response Source: Twitter Best Practices
  41. 41. Caption contests
  42. 42. Identification Mystery objects, dates photographs were taken, people, places
  43. 43. Identification Mystery objects, dates photographs were taken, people, places
  44. 44. Behind the Scenes
  45. 45. Behind the Scenes
  46. 46. Behind the Scenes
  47. 47. Behind the Scenes
  48. 48. Behind the Scenes
  49. 49. Important dates & observances Breast Cancer Awareness Voting Day
  50. 50. #ThrowBackThursday (#TBT) A hashtag that is popular outside of our sector as well
  51. 51. #TuesdayShoesday
  52. 52. World Cat Day
  53. 53. Star Wars Day (May the Fourth)
  54. 54. Q&A Schedule special days/times to make your experts available to answer questions
  55. 55. Tweetups Invite active Tweeters to join you behind the scenes and tweet about their experiences
  56. 56. Types of Content We All Love • Makes us laugh (or happy) – The internet loves clever • Teaches us how to do something very specific – Tutorials, actionable advice • Reveals ―secrets‖ – Behind the scenes! • Challenges our assumptions – Mythbusters • Visualizes information – Slideshows, infographics Source: Gregory Ciotti
  57. 57. Thinking about New Content • What do people want to know? What motivates them? • How can you enrich and serve their questioning? • How can you develop understanding through dialogue with people?
  58. 58. Match content type to desired action What do you want fans to do? Respond ‣ Questions ‣ Fill in the blank ‣ Calls for submissions (photos/video/text) ‣ Caption contest Share ‣ Call to action with the word ―share‖ or ―retweet‖ ‣ Request to identify people / tag people in photos ‣ Images designed for sharing Like ‣ Timely news ‣ Inspirational, moving, or humorous content ‣ Deadline reminders
  59. 59. Facebook best practices • Short – 100-250 characters (less than 3 lines) get 60% more likes comments and shares • Regular – 5 x a week • Encourage interaction – Questions, fill-in-the-blank (90% more engagement) • Call to action – Include ―share, ―like,‖ etc. in the first 90 characters Source: Facebook Page Publishing Best Practices
  60. 60. Twitter best practices • Short – Tweets less than 100 characters get higher engagement (easier to retweet) • Frequent – A few tweets per day, scheduled throughout the day • Replies and mentions – Include usernames to reply or mention • Hashtags – Include relevant hashtags • Photos – Tweets with photos get twice the response Source: Twitter Best Practices
  61. 61. Evenings & Weekends are Key Content posted later in the day gets more likes and shares (8pm ET peak) Content posted on Saturday and Sunday gets more likes
  62. 62. Tip: Schedule your posts Facebook Twitter Note: Must use ads.twitter.com interface Or use a free 3rd party service such as HootSuite, Tweetdeck, or Buffer
  63. 63. Source: Nonprofit Marketing Guide
  64. 64. Voice and Tone • You might want to use the same corporate voice outlined by your communications guidelines…or you might not • What do you want your personality to be? • How will you maintain consistency across multiple authors?
  65. 65. Use Content Calendars for Efficiency Pre-planned content frees up time to monitor news & replies Date Time (EST) Message Link 11/14 8:40am Today in 1851: Herman Melville’s classis, Moby Dick, is published. Did you read it in school? bit.ly/HVgnJM 11/14 6pm "...a concentrated Beef Juice...given in either cold water or milk." The manufacturer listed diabetes among more than 16 illnesses Bovinine Beef was thought to treat. More on our Diabetes Month Pinterest board: bit.ly/18X4sk5 The Gunboat Philadelphia was built in 1776, sunk during a naval battle with the British, and spent over 100 years at the bottom of Lake Champlain. Today, you can explore it in 3D. bit.ly/1aEMbZr 11/14 9pm Image Monthly ‣ Include entries for each day of the month AND for each platform ‣ Write posts, check character count, and indicate links and images to use Yearly ‣ List relevant holidays and observations, events and exhibitions ‣ Identify assets (e.g., images, video) that need to be created
  66. 66. Roles and procedures • • • • • • • Who writes/creates? Who edits? Who reviews? Who publishes? Who monitors comments? Who responds? Who evaluates and reports?
  67. 67. Consider the content ecosystem Content can be created once and deployed across multiple platforms. Tailor the posts for each channel but keep the core message the same. Website Blog Google+ Content Ecosystem Tumblr Twitter Exhibits Events Facebook
  68. 68. ―In the National Museum of American History, there is a cabinet full of keys—keys that fit the 73 cars in the automobile collection. Most are sitting under car covers...but now the covers are coming off!‖
  69. 69. A dozen Facebook posts piqued interest prior to the vote, announced the voting period, and then announced the winners.
  70. 70. We used HootSuite to monitor the use of our hashtag #Race2Museum and other mentions of the initiative on Twitter
  71. 71. A. B. C. D. E. F. G. H.
  72. 72. In addition to traditional television news, we used the museum’s blog and YouTube account to tell the story of ―moving day.‖
  73. 73. Results 3 Weeks the voting period was open 24,000 Public votes received 6.5% Increase in visitation in January and February 53,000+ Pageviews to related blog posts 20,300 Pageviews to vote opening post; most popular blog post of all time
  74. 74. IFTTT (If This Then That, ifttt.com) Use this tool to syndicate content across platforms
  75. 75. 4. EVALUATE SUCCESS How do you know if you are achieving your goals?
  76. 76. ―Vanity‖ metrics Likes, followers Simply Measured Twittercounter
  77. 77. Content Analysis Review performance of posts on a monthly or quarterly basis Twitter • Which tweets were the most: Facebook • Which posts were the most: Retweeted Clicked @Replied Favorited • Liked • Commented • Shared • • • •
  78. 78. Tweet Performance Go to ads.twitter.com to view analytics
  79. 79. Facebook Performance Go to ―Page Insights‖ to view analytics
  80. 80. Today’s Document: Key Outcomes todaysdocument.tumblr.com • Primary Goals (per strategic plan): – Build Awareness and Appreciation of National Archives Mission & Holdings – Public Engagement • Secondary goals: – Education – Improve Access • Platform Advantages: – Highly visual – less is more; easy to curate – Viral Nature of Reblogs – Followers bring more followers, more than any other SM platform Source: Darren Cole, Web & Social Media Branch, National Archives and Records Administration, http://www.slideshare.net/danagreil/03-darren-cole
  81. 81. Measuring success Today’s Document Follower Metrics Tumblr Followers Avg increase per day 80000 800 70000 700 60000 600 50000 500 40000 400 30000 300 20000 200 10000 100 0 0 Source: Darren Cole, Web & Social Media Branch, National Archives and Records Administration, http://www.slideshare.net/danagreil/03-darren-cole
  82. 82. If you have a little ca$h… Increase reach with inexpensive advertising Facebook ads Promoted tweets Promoted Twitter accounts
  83. 83. More tips for social media success • • • • • • Follow other users Like and comment on other users’ content Respond to comments @mention others in your posts Use hashtags Spread out posts (vary day, time of day)
  84. 84. Other indicators of success
  85. 85. Other indicators of success
  86. 86. Which metric is the most important? Revisit your goals • Creating advocates? – Shares and retweets are your most valuable metrics • Engaging in dialogue with a community – Comments and @replies are most valuable metrics • Reach? – Page likes and followers are most important metrics
  87. 87. By the end of this webinar you will be able to: Set Goals Articulate goals for social media efforts Select Platforms Select a social channel that matches your audience and goals Create Content Begin planning for social content development Evaluate Success Assess the performance of your social media efforts
  88. 88. Recommended Resources 1. #musesocial hashtag on Twitter https://twitter.com/search?q=%23musesocial 2. Engaging Museums blog engagingmuseums.com 3. Know Your Own Bone blog colleendilen.com 4. Edgital blog edgital.org 5. Digital Engagement Framework digitalengagementframework.com
  89. 89. Thanks! DANA ALLEN-GREIL Email Twitter Blog danagreil@gmail.com @danamuses engagingmuseums.com

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