Bonebright
Museum and
Complex
Or is it the Depot?
Or is it the Church?
And who is Bonebright?
FOUR MUST DO MOVES BEFORE
WE TALK ABOUT SOCIAL MEDIA
Thanks to our partners Tourism Currents for this
great advice!
 http...
Step One
Big picture and strategy come first. Define your ideal
customer or guest and describe your market in a few
senten...
Ideal Customer
Can you picture this visitor (sometimes called a
persona, a composite) in your mind’s eye? Do you
feel that...
Where are they online?
Where are those customers right now on
social media (Facebook? LinkedIn? Twitter?
Instagram?)
In ge...
Strategy
How are you going to integrate your marketing efforts
across all of the ways that visitors talk about you today,
...
Step Two
 How do customers and visitors find you?
 More from search?
 Do word-of-mouth referrals include online
mention...
Step Three
Website --- we hear its in the works. Yet ….
There’s not anything planned for the Complex
yet. This is not bad ...
Step Four
Claim your business on Google Places
Fill out the profile and set up notifications of reviews.
It's the single b...
Now for the next step ….
Content
You need content
Remember this: Write once, use six times.
Examples of content
Photos – a great way to tell a
story.
Then write about that story!
What are these items? How
were they...
Video
No video camera? Not a big deal. Grab a kid
with a smart phone and ask them to shoot 30
seconds of something.
That’s...
Events
What events do you have planned for the
year?
1. Write a press release for each one.
Share it with local media at l...
Time to Go Online
There are many choices …. I think the two
you should concentrate on now are:
Facebook
And your website
Your website …
What you need is good basic information
like :
• Where you are
• What you have
• Operating hours
• Contact ...
Good examples
www.silosandsmokestacks.org
Passport Program
http://www.nebraskapassport.com/
American Gothic
http://www.americangothichouse.net/
Facebook
Listen to the experts. Do your homework.
You WANT to be there.
Following is what HubSpot has shared…..
http://blo...
Facebook
1. Photo posts get 39% more
interaction
Not only do photo posts get
more engagement than
links, videos or text-ba...
Shorter Posts
Shorter posts get 23% more interaction
Writing shorter posts isn’t just handy on Twitter. Keeping
your posts...
Engagement Rates
Engagement rates
on Thursday and
Friday are 18%
higher.
As they put it, “the
less people want to
be at wo...
Questions
What I found really interesting
about this stat is that HubSpot’s
data also shows which question
words attract m...
Contests
35% of Facebook Fans like a page
so they can participate in contests.
If you’re chasing down new fans, a
contest ...
Why Fans Like Pages
42% of Fans like a page to
get a coupon or discount
A study by Wildfire
Interactive showed that
coupon...
Make It Interesting
Facts and figures and
handouts are boring.
Whether you are
online or in real life.
Make it Interesting...
Are you ready to be human?
The truth is, most businesses think of social
media as the newest necessary evil. They
can’t ge...
Real Interactions
When someone talks to you, it’s polite to reply in
a reasonable amount of time. If you can’t monitor
and...
Conversation, not monologue
No one enjoys being talked at. Your goal
should be to spark conversation, not spit out
rhetori...
Consistency
Just like all of our other relationships – we
grow connections partially because of
frequent exposures. You ca...
Having a Heart
If you don’t actually care – then don’t be there.
If you genuinely care about your customers and
what’s goi...
Some other places to
consider…
Tripadvisor – at least get your site listed
Pinterest – once you have more pictures on your...
Recap: Start with a plan
1. Who is your visitor?
2. Where are they online?
3. Create information.
4. Choose 2-3 places to ...
It takes a village
…. Everyone must be involved. Not just a
precious few. This is true for events on the
ground and for so...
Don’t wait forever ….
A plan in action is better than any perfect
plan on paper …….
Just get started.
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Marketing for Bonebright Museum

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Marketing for Bonebright Museum

  1. 1. Bonebright Museum and Complex Or is it the Depot? Or is it the Church? And who is Bonebright?
  2. 2. FOUR MUST DO MOVES BEFORE WE TALK ABOUT SOCIAL MEDIA Thanks to our partners Tourism Currents for this great advice!  http://www.tourismcurrents.com/  Sign up for their free newsletter too
  3. 3. Step One Big picture and strategy come first. Define your ideal customer or guest and describe your market in a few sentences. What makes sense for you, your market or your tourism/hospitality clients? How are you going to position yourself? In other words, who is your best market ? Can you describe your ideal visitor and no, it is not “everyone”. It is someone very specific who ADORES what you have to offer.
  4. 4. Ideal Customer Can you picture this visitor (sometimes called a persona, a composite) in your mind’s eye? Do you feel that you know them, can anticipate the sort of places they’d like to see and the things they’d like to do, and how they might want to connect with you? Most importantly, does your destination marketing focus on this person, or does it attempt to be all things to anyone who’ll walk through the door? Better to capture the attention and chatter of 50 people who are crazy about some specific aspect of your location, than doing “spray and pray” outreach towards 500 who could care less.
  5. 5. Where are they online? Where are those customers right now on social media (Facebook? LinkedIn? Twitter? Instagram?) In general, what sort of information could you share on social media that might appeal to their particular market? Photos - of what? Information - about what? Video - of what? Customer service - how?
  6. 6. Strategy How are you going to integrate your marketing efforts across all of the ways that visitors talk about you today, and in the near future: online, offline, mobile, etc. What makes sense for you, your market or your tourism/hospitality clients? Newspaper radio Facebook Pinterest Instagram Website
  7. 7. Step Two  How do customers and visitors find you?  More from search?  Do word-of-mouth referrals include online mentions?  More referrals and mentions from social media, and if so, from which platforms?  If you don’t know what brings people through the doors right now, you’ll need to work on being more knowledgeable about your visitors. That's who you will be trying to connect with on social, so you'd better know those folks pretty well.
  8. 8. Step Three Website --- we hear its in the works. Yet …. There’s not anything planned for the Complex yet. This is not bad news! What you need is good basic information like : • Where you are • What you have • Operating hours • Contact information • Pictures • And make it mobile friendly.
  9. 9. Step Four Claim your business on Google Places Fill out the profile and set up notifications of reviews. It's the single biggest move that will help you be found, and listening/responding to reviews is a basic social skill. If you’re feeling ambitious you can claim their business listing on Bing and Yahoo as well, but first take care of the 800 Pound Google Gorilla. https://www.google.com/business/placesforbusiness/
  10. 10. Now for the next step …. Content You need content Remember this: Write once, use six times.
  11. 11. Examples of content Photos – a great way to tell a story. Then write about that story! What are these items? How were they used? Compare them to today’s items. It’s easily possible to get three articles from this one picture.
  12. 12. Video No video camera? Not a big deal. Grab a kid with a smart phone and ask them to shoot 30 seconds of something. That’s right. Ask for help. It could be a friend, a kid or a professional. But you must ask. If you are in the museum, they can video you talking for 30 seconds about one display. They will share it on facebook, upload it to youtube and you can grab it from there.
  13. 13. Events What events do you have planned for the year? 1. Write a press release for each one. Share it with local media at least 2 weeks prior. 2. Rewrite the press release to use as information for an event listing on facebook. 3. Post it on your website too.
  14. 14. Time to Go Online There are many choices …. I think the two you should concentrate on now are: Facebook And your website
  15. 15. Your website … What you need is good basic information like : • Where you are • What you have • Operating hours • Contact information • Pictures • And make it mobile friendly. And update it frequently with all the content you are creating!
  16. 16. Good examples www.silosandsmokestacks.org
  17. 17. Passport Program http://www.nebraskapassport.com/
  18. 18. American Gothic http://www.americangothichouse.net/
  19. 19. Facebook Listen to the experts. Do your homework. You WANT to be there. Following is what HubSpot has shared….. http://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more- engaging-page
  20. 20. Facebook 1. Photo posts get 39% more interaction Not only do photo posts get more engagement than links, videos or text-based updates, they actually account for 93% of the most engaging posts on Facebook. According to Kissmetrics, photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text- based posts. Self-explanatory photos seem to perform best.
  21. 21. Shorter Posts Shorter posts get 23% more interaction Writing shorter posts isn’t just handy on Twitter. Keeping your posts below 250 characters can get you 60% more engagement than you might otherwise see. You can even get up to 66% more engagement if you cut it down to less than 80 characters.
  22. 22. Engagement Rates Engagement rates on Thursday and Friday are 18% higher. As they put it, “the less people want to be at work, the more they are on Facebook!”
  23. 23. Questions What I found really interesting about this stat is that HubSpot’s data also shows which question words attract more comments, with the most popular being ‘should,’ ‘would,’ ‘which,’ and ‘who.’ This makes me think that closed questions which have a very limited answer option are the highest attractors of comments. Open question words like ‘why’ and ‘how’ which make the user think more to articulate their answer sit at the bottom of this chart.
  24. 24. Contests 35% of Facebook Fans like a page so they can participate in contests. If you’re chasing down new fans, a contest seems like a fairly good way to encourage likes. Contests obviously solicit interaction by asking for people to enter. It turns out this can work, as ‘caption this photo’-style contests actually bring in 5.5 times more comments than regular posts. In Buddymedia’s report, contest- related words like winner, win, entry, contest, enter and promotion were all more likely to engage users.
  25. 25. Why Fans Like Pages 42% of Fans like a page to get a coupon or discount A study by Wildfire Interactive showed that coupon-based campaigns received the highest engagement rates. Giveaways and sweepstakes came in just behind coupons as highly engaging post types.
  26. 26. Make It Interesting Facts and figures and handouts are boring. Whether you are online or in real life. Make it Interesting! This summer the Depot Ladies participated in Summer Nights. They brought interesting things.
  27. 27. Are you ready to be human? The truth is, most businesses think of social media as the newest necessary evil. They can’t get out of their own way enough to see the potential in it or that they need to approach it with humanity for it to work. Drew McLellan, a marketing friend in Des Moines shares the answers to that. http://www.drewsmarketingminute.com/
  28. 28. Real Interactions When someone talks to you, it’s polite to reply in a reasonable amount of time. If you can’t monitor and react to a social media stream – don’t be there. Every social media tool out there has a way for you to be notified if you’ve actually started or were mentioned in a conversation.
  29. 29. Conversation, not monologue No one enjoys being talked at. Your goal should be to spark conversation, not spit out rhetoric. Conversations are started when we care about the other person and ask questions, offer helpful information and listen to what they need from us.
  30. 30. Consistency Just like all of our other relationships – we grow connections partially because of frequent exposures. You can’t get to know someone very well if you only communicate once or twice a year. It’s better to be fewer places but be in the places you’ve chosen more often. Don’t spread yourself too thin.
  31. 31. Having a Heart If you don’t actually care – then don’t be there. If you genuinely care about your customers and what’s going on with them, then show that by asking questions, reaching out and being very human. You can create an amazing referral source and client base with your online presence or you can alienate those who already have you on their radar screen. All it takes is a little humanity to make it work.
  32. 32. Some other places to consider… Tripadvisor – at least get your site listed Pinterest – once you have more pictures on your website, you can utilize Pinterest, or feel free to share on our page http://pinterest.com/webstercityia/ Twitter – appeals to a younger audience Google Plus – at least set up a social profile here
  33. 33. Recap: Start with a plan 1. Who is your visitor? 2. Where are they online? 3. Create information. 4. Choose 2-3 places to put this information. 5. Make it interesting! 6. Be Human.
  34. 34. It takes a village …. Everyone must be involved. Not just a precious few. This is true for events on the ground and for social media online. Everyone must participate in some way. It starts by showing up.
  35. 35. Don’t wait forever …. A plan in action is better than any perfect plan on paper ……. Just get started.

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