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Connecting to Collections: Outreach Activities for Collections Care

Engaging Audiences with Social Media

Presented by Dana Allen-Greil

November 14, 2013
By the end of this webinar you will be able to:
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
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
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
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
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
1. SET GOALS
What outcomes are you hoping to achieve with social media?
Social media is active
Show

Share

Connect

Discuss

Interact

Build
community

Publish

Crowdsource

Collaborate

Co-create

Empower

Mentor
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
Who do you want to reach?

Volunteers
Local
community

Researchers

Teachers

History buffs

Youth
Potential
donors
―Everyone‖
is not a useful
audience segment
Name
Age
Bio

Interests
Social networks
Technology
2. SELECT PLATFORMS
Where are your audiences online? How can you connect with them?
Digital Engagement Framework

See: digitalengagementframework.com
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)
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)
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)
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)
Facebook
Good for sharing images, videos, links, and engaging in discussions via comments
Twitter
Good for short bursts of information with links, images, and live chats using hashtagss
Pinterest
Good for organizing and sharing images and videos with links back to the source
Instagram
Good for sharing new photos and videos
Tumblr
Good for encouraging reblogs of images and other content
Vine
Good for creating short (6 seconds) video and sharing on Twitter
Google+
Good for improving your search engine rankings and for sharing YouTube videos
Google+ Hangouts On Air
Good for broadcasting conversations with up to 10 users
Reddit
Good for hosting ―Ask Me Anything‖ sessions
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
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)
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)
Google+ Users
Popular platform

Source: GlobalWebIndex

Mostly male (70%), 18-34

Source: Plusdemographics.com
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
3. CREATE CONTENT
What content can you use to connect with and engage audiences?
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
Photos perform best on Facebook

Photo posts typically receive
120% more engagement on
Facebook
Tip: Upload image to Facebook
Don’t just rely on the link preview
Tip: Upload image to Facebook
Don’t just rely on the link preview
Tool: PicMonkey
Picmonkey (free browser-based tool) makes creating images with text overlays and collages super simple
Tip: Include images on Twitter too
Tweets with photos get TWICE the response

Source: Twitter Best Practices
Caption contests
Identification
Mystery objects, dates photographs were taken, people, places
Identification
Mystery objects, dates photographs were taken, people, places
Behind the Scenes
Behind the Scenes
Behind the Scenes
Behind the Scenes
Behind the Scenes
Important dates & observances
Breast Cancer Awareness

Voting Day
#ThrowBackThursday (#TBT)
A hashtag that is popular outside of our sector as well
#TuesdayShoesday
World Cat Day
Star Wars Day (May the Fourth)
Q&A
Schedule special days/times to make your experts available to answer questions
Tweetups
Invite active Tweeters to join you behind the scenes and tweet about their experiences
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
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?
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
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
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
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
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
Source: Nonprofit Marketing Guide
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?
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
Roles and procedures
•
•
•
•
•
•
•

Who writes/creates?
Who edits?
Who reviews?
Who publishes?
Who monitors comments?
Who responds?
Who evaluates and reports?
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
―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!‖
A dozen Facebook posts piqued interest prior to the vote, announced
the voting period, and then announced the winners.
We used HootSuite to monitor the use of our hashtag
#Race2Museum and other mentions of the initiative on Twitter
A.

B.

C.

D.

E.

F.

G.

H.
In addition to traditional television news, we used the museum’s
blog and YouTube account to tell the story of ―moving day.‖
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
IFTTT (If This Then That, ifttt.com)
Use this tool to syndicate content across platforms
4. EVALUATE SUCCESS
How do you know if you are achieving your goals?
―Vanity‖ metrics
Likes, followers

Simply Measured

Twittercounter
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

•
•
•
•
Tweet Performance
Go to ads.twitter.com to view analytics
Facebook Performance
Go to ―Page Insights‖ to view analytics
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
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
If you have a little ca$h…
Increase reach with inexpensive advertising

Facebook ads

Promoted tweets

Promoted Twitter accounts
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)
Other indicators of success
Other indicators of success
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
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
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
Thanks!
DANA ALLEN-GREIL
Email
Twitter
Blog

danagreil@gmail.com
@danamuses
engagingmuseums.com

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Engaging Audiences with Social Media: Outreach Activities for Collections Care

  • 1. Connecting to Collections: Outreach Activities for Collections Care Engaging Audiences with Social Media Presented by Dana Allen-Greil November 14, 2013
  • 2. By the end of this webinar you will be able to:
  • 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. 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. 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. 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. 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. 1. SET GOALS What outcomes are you hoping to achieve with social media?
  • 9. Social media is active Show Share Connect Discuss Interact Build community Publish Crowdsource Collaborate Co-create Empower Mentor
  • 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.
  • 12. Who do you want to reach? Volunteers Local community Researchers Teachers History buffs Youth Potential donors
  • 13. ―Everyone‖ is not a useful audience segment
  • 14.
  • 16.
  • 17.
  • 18. 2. SELECT PLATFORMS Where are your audiences online? How can you connect with them?
  • 19. Digital Engagement Framework See: digitalengagementframework.com
  • 20. 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)
  • 21. 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)
  • 22. 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)
  • 23. 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)
  • 24. Facebook Good for sharing images, videos, links, and engaging in discussions via comments
  • 25. Twitter Good for short bursts of information with links, images, and live chats using hashtagss
  • 26. Pinterest Good for organizing and sharing images and videos with links back to the source
  • 27. Instagram Good for sharing new photos and videos
  • 28. Tumblr Good for encouraging reblogs of images and other content
  • 29. Vine Good for creating short (6 seconds) video and sharing on Twitter
  • 30. Google+ Good for improving your search engine rankings and for sharing YouTube videos
  • 31. Google+ Hangouts On Air Good for broadcasting conversations with up to 10 users
  • 32. Reddit Good for hosting ―Ask Me Anything‖ sessions
  • 33. 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
  • 34. 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)
  • 35. 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)
  • 36. Google+ Users Popular platform Source: GlobalWebIndex Mostly male (70%), 18-34 Source: Plusdemographics.com
  • 37. 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
  • 38. 3. CREATE CONTENT What content can you use to connect with and engage audiences?
  • 39.
  • 40. 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
  • 41. Photos perform best on Facebook Photo posts typically receive 120% more engagement on Facebook
  • 42. Tip: Upload image to Facebook Don’t just rely on the link preview
  • 43. Tip: Upload image to Facebook Don’t just rely on the link preview
  • 44. Tool: PicMonkey Picmonkey (free browser-based tool) makes creating images with text overlays and collages super simple
  • 45. Tip: Include images on Twitter too Tweets with photos get TWICE the response Source: Twitter Best Practices
  • 47. Identification Mystery objects, dates photographs were taken, people, places
  • 48. Identification Mystery objects, dates photographs were taken, people, places
  • 54. Important dates & observances Breast Cancer Awareness Voting Day
  • 55. #ThrowBackThursday (#TBT) A hashtag that is popular outside of our sector as well
  • 58. Star Wars Day (May the Fourth)
  • 59. Q&A Schedule special days/times to make your experts available to answer questions
  • 60. Tweetups Invite active Tweeters to join you behind the scenes and tweet about their experiences
  • 61. 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
  • 62. 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?
  • 63.
  • 64. 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
  • 65. 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
  • 66. 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
  • 67. 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
  • 68.
  • 69. 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
  • 71. 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?
  • 72.
  • 73. 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
  • 74. Roles and procedures • • • • • • • Who writes/creates? Who edits? Who reviews? Who publishes? Who monitors comments? Who responds? Who evaluates and reports?
  • 75. 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
  • 76. ―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!‖
  • 77. A dozen Facebook posts piqued interest prior to the vote, announced the voting period, and then announced the winners.
  • 78. We used HootSuite to monitor the use of our hashtag #Race2Museum and other mentions of the initiative on Twitter
  • 80.
  • 81. In addition to traditional television news, we used the museum’s blog and YouTube account to tell the story of ―moving day.‖
  • 82.
  • 83. 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
  • 84. IFTTT (If This Then That, ifttt.com) Use this tool to syndicate content across platforms
  • 85. 4. EVALUATE SUCCESS How do you know if you are achieving your goals?
  • 87.
  • 88. 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 • • • •
  • 89. Tweet Performance Go to ads.twitter.com to view analytics
  • 90. Facebook Performance Go to ―Page Insights‖ to view analytics
  • 91. 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
  • 92. 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
  • 93. If you have a little ca$h… Increase reach with inexpensive advertising Facebook ads Promoted tweets Promoted Twitter accounts
  • 94. 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)
  • 97. 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
  • 98.
  • 99. 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
  • 100. 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

Editor's Notes

  1. Photo creditsMount Vernon Instagram (early morning cleaning): http://instagram.com/p/dR3Kr5kU8a/National Archives Instagram
  2. Engagement Engagement is about strengthening existing relationships and entering into a value exchange with your audience.Interest: What can you offer to keep them interested?Involve: How will you invite them to participate?Activate: How can you activate them to become an advocate for your organization?
  3. Engagement Engagement is about strengthening existing relationships and entering into a value exchange with your audience.Interest: What can you offer to keep them interested?Involve: How will you invite them to participate?Activate: How can you activate them to become an advocate for your organization?
  4. http://teens-inspired.org
  5. http://pewinternet.org/Reports/2013/Social-media-users.aspx
  6. Source: http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html
  7. Image credit: Mount Vernon Instagram
  8. Excerpted from Gregory Ciotti of Sparring Mind: http://www.famousbloggers.net/content-types.html
  9. http://thelearningplanet.wordpress.com/2012/05/31/a-digital-engagement-framework/
  10. Source: http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html
  11. Credit: Nonprofit Marketing Guide.comhttp://www.nonprofitmarketingguide.com/blog/2012/06/20/this-is-why-you-need-a-content-strategy/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+NonprofitCommunicationsBlog+%28Nonprofit+Communications+Blog%29
  12. POLL:Add your keyworkds
  13. We used the Museum’s blog to announce the upcoming public vote. The blog typically gets 25,000 visits a month.
  14. Facebook posts helped pique interest in the automobiles prior to the public vote
  15. The story was picked up by the Washington Post with a half-page of photos and background about the campaign--an earned media slot that would have cost the Museum over $50,000 if purchased through paid media.
  16. On "moving day," several news crews covered the event and the Museum used its YouTube channel to bring visitors behind the scenes from storage facility to final display.“These two vehicles are powerful cars from our past that blew everyone away with their looks and performance,” said curator Roger White. “They are not mainstream vehicles, but they represent the diversity of the museum’s automotive collection, which spans many technological and aesthetic highlights.” 
  17. The winning cars, a 1929 Miller Race Car and a 1948 Tucker Sedan, went on display for a limited time to drive traffic to the physical Museum during a traditionally low-visitation period. 6.5% increase equals 19,586 more visitors