Social media for museums


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A beginners guide to how social media can be used in museums

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Social media for museums

  1. 1. Social Media for Museums Tactics and Trends
  2. 2. Top 5 Websites 2011 <ul><li>Google 900million </li></ul><ul><li>Facebook 700million </li></ul><ul><li>Yahoo 500million </li></ul><ul><li>YouTube 450million </li></ul><ul><li>Wikipedia 350million </li></ul><ul><li>If facebook were a country it </li></ul><ul><li>would be the third largest in the </li></ul><ul><li>world. </li></ul>
  3. 3. What is social media? Social media in plain english
  4. 4. Social Media is like word of mouth on steroids
  5. 5. Why are you using it? 81% of companies using social media don’t have a clear aim
  6. 6. Define Your Purpose <ul><li>Marketing </li></ul><ul><li>Advertising </li></ul><ul><li>PR </li></ul><ul><li>Customer Relationship Management (CRM) </li></ul><ul><li>Research </li></ul>
  7. 7. What question are you asking? How will you know you’ve achieved your objective?
  8. 8. What question are you asking? <ul><li>Marketing – measured in visitor figures </li></ul><ul><li>Advertising – measured in transactions </li></ul><ul><li>PR – measured in press coverage (online or print) </li></ul><ul><li>Customer Relationship Management (CRM) – measured in responses/views </li></ul><ul><li>Research – specific criteria for the project </li></ul>
  9. 9. Who is involved?
  10. 10. 1 9 90 Principle <ul><li>1% of users are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of new content, threads, and activity. </li></ul><ul><li>9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch. </li></ul><ul><li>90% of users are the “audience”, or lurkers. The people tend to read or observe, but don’t actively contribute. </li></ul>
  11. 11. Initial Discussions <ul><li>Marketing </li></ul><ul><li>Web designers </li></ul><ul><li>Curators </li></ul><ul><li>Front of house </li></ul><ul><li>Learning </li></ul><ul><li>IT/HR </li></ul>
  12. 12. What is your response time?
  13. 13. Response time <ul><li>Engineer projects to suit your response time or appoint volunteers or emerging leaders </li></ul><ul><li>Use technology that’s fast to access and part of your everyday tasks </li></ul><ul><li>Hootsuite enables you to schedule your tweets when you have time </li></ul>
  14. 14. What’s your plan?
  15. 15. Strategy and Guidelines <ul><li>Objectives </li></ul><ul><li>Dialogue – tone, appropriateness </li></ul><ul><li>Interaction – regularity, type </li></ul><ul><li>Guardianship </li></ul><ul><li>Next steps </li></ul><ul><li>Review of strategy </li></ul><ul><li> </li></ul>
  16. 16. Appeal to the Brand of Me <ul><li>“If I buy from you it’s not because I like you </li></ul><ul><li>but because I like myself . Being associated </li></ul><ul><li>with your brand/museum/knowledge has </li></ul><ul><li>contributed to my positive view of myself, </li></ul><ul><li>a view shared by my friends” </li></ul><ul><li>Think of association rather than loyalty. </li></ul>
  17. 17. The Social Media Party <ul><li>Listen and learn before you act </li></ul><ul><li>Facilitate conversation, don’t dominate </li></ul><ul><li>Actively converse when you have the confidence </li></ul>
  18. 18. Party Pals on Twitter <ul><li>Peerlawther (social media expert for museums) </li></ul><ul><li>Tumshie (head of digital media, national museum of scotland) </li></ul><ul><li>Katybeale (Innovation, interaction & audience development for culture, creative and heritage sectors.) </li></ul><ul><li>Seb chan (powerhouse museum) </li></ul><ul><li>Mashable (updates on social media developments) </li></ul><ul><li>Getambition (arts council) </li></ul><ul><li>Brooklynmuseum </li></ul><ul><li>Tate </li></ul>
  19. 19. Case Study – I Woz Ere <ul><li>Brief: Use digital media to engage young </li></ul><ul><li>people with the work of George Shaw </li></ul><ul><li>for the forthcoming exhibition I Woz Ere </li></ul>
  20. 20. Ideas <ul><li>Use social media network “flickr” – publish a variety of Coventry landscapes inspired by George’s work </li></ul><ul><li>Book – produce a book of photos inspired by his influences (music and film) </li></ul><ul><li>Work with people who are already working with us to create content which online users can add to </li></ul>
  21. 21. Soundtrack of Our Lives <ul><li>“In 25 years time, you will look back on this </li></ul><ul><li>period of your life in Coventry. What places </li></ul><ul><li>would you remember? Photograph </li></ul><ul><li>these. Imagine you are walking around </li></ul><ul><li>Coventry listening to music, what would you </li></ul><ul><li>be playing in the place you have </li></ul><ul><li>photographed?” </li></ul>
  22. 22. Getting Involved - Session 1 <ul><li>Introduction to George Shaw – watch a short video to explain his work </li></ul><ul><li>Music and Image Quiz – match the music to the type of film </li></ul><ul><li>Group work - Plan a walking route around Coventry </li></ul><ul><li>Take photographs en route </li></ul>
  23. 23. Getting Involved - Session 2 <ul><li>Download and critique photographs from session 1 </li></ul><ul><li>Photoshop overview – cropping, colour correction, using filters and layers to produce effects </li></ul><ul><li>Select music to go with photos using YouTube </li></ul>
  24. 24. Getting Involved – Compiling the Book <ul><li>Compile the book using blurb Booksmart (free software) </li></ul><ul><li>Checking names, track titles </li></ul><ul><li>Second check is completed by another member of staff </li></ul><ul><li>Upload book and order a proofing copy </li></ul><ul><li>Images uploaded to flickr as a set, and also via a new flickr group on the Herbert account </li></ul><ul><li>Book launch planned </li></ul>
  25. 25. Generating Content on Flickr <ul><li>Attend meetings with local schools to explain the project </li></ul><ul><li>Plan school visits to the exhibition </li></ul><ul><li>Provide materials for art teachers to use </li></ul><ul><li>Flickr site goes live when exhibition starts </li></ul><ul><li>Site promoted via our website, facebook and twitter to generate new content </li></ul>
  26. 26. Accompanying Track: Waiting for the World to Change by John Mayer “Me and all my friends We're all misunderstood They say we stand for nothing and There's no way we ever could”
  27. 27. Accompanying Track: Underneath This Lamppost Light by The King Blues “We'll walk through the city at night, And talk about what holds no relevance, Swaying and stumbling with my arm around yours”
  28. 28. Accompanying Track: Rolling in the Deep by Adele “ The scars of your love remind me of us, They keep me thinking that we almost had it all. The scars of your love, they leave me breathless, I can't help feeling, we could have had it all, ”
  29. 29. Accompanying Track: Every Teardrop is a Waterfall by Coldplay “ I turn the music up, I got my records on From underneath the rubble sing a rebel song Don't want to see another generation drop I'd rather be a comma than a full stop”
  30. 30. Maximising impact <ul><li>Book – use a launch to invite VIPs to showcase Herbert Media work, celebrate with the contributors. Maximise Turner Prize nomination to entice VIPs to buy the book (not for profit), book includes exclusive content from George Shaw. </li></ul><ul><li>Use free software, so young people can continue to make books at home. </li></ul>
  31. 31. Maximising content <ul><li>George Shaw donated a prize – a watercolour worth £10,000 </li></ul><ul><li>Flickr site now used as a mechanism for competition entries </li></ul><ul><li>Marketing team to promote via a media campaign – newspapers, radio coverage </li></ul>
  32. 32. Additional Social Media Tools <ul><li>Getting Involved participants produce a blog to chart their progress on the project </li></ul><ul><li>Schools use their current flickr sites (for each year group) to upload content giving a broader reach </li></ul><ul><li>Herbert Media communicate with participants via our facebook page about the course and book launch </li></ul>
  33. 33. Predicted Trends - 2011
  34. 34. Home page will be a social network profile page
  35. 35. Community Management You will need to engage your community
  36. 36. Social media will be mobile Personal communications will be mobile for most people
  37. 37. Search will be real time Web blogs, social networks – google will direct you to whose talking now
  38. 38. Any questions?