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Likeable U: How #Museums Use #Niche Networks For Content Marketing


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Likeable U: How #Museums Use #Niche Networks For Content Marketing

  1. 1. How #Museums Use #NicheNetworks For Content Marketing Likeable U May 15, 2012
  2. 2. Niche (nich): noun, adjective, verb 1. an ornamental recess in a wall or the like, usually semicircular in plan and arched, as for a statue or other decorative object.2. a place or position suitable or appropriate for a person or thing: to find ones niche in the business world. 3. a distinct segment of a market. 4. Ecology . the position or function of an organism in a community of plants and
  3. 3. Niche Small Pinterest 104M LinkedIn 86M Google+ 61M Tumblr 42M blogs Foursquare 20M Flickr 15M Instagram 15MSource: Various
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  5. 5. Why Tumblr?• An active, passionate community where sharing is encouraged• Tumblr loves photos• AMNH has tons photos taken by our talented, in-house Photo Studio• Could we engage with this community and generate excitement and awareness of the Museum through great photography?
  6. 6. GoalsBecome a go-to channel for science content
  7. 7. GoalsRepresent the complexity of the Museum andwhat goes on behind the scenes
  8. 8. GoalsFoster a community of followers and ambassadors
  9. 9. ResultsIn one year, we’ve:• Gained over 16k followers• Seen steady growth each week• Named one of the “10 Must-Follow Tumblrs for “Science Lovers” by Mashable• Featured in Tumblr Spotlight: Science and Museums• Consistently featured under “official” science tag
  10. 10. Find us on:Twitter @amnhFacebook amnhnyc.tumblr.comPinterest
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  12. 12. “Official” MoMA group on Flickr Joined Feb 2009 1,997 members 6,678 photos
  13. 13. Andy Warhol’s Screen Tests
  14. 14. Thank you!
  15. 15. Pinning Beauty:Sharing 5,000 Years of Art on Pinterest
  16. 16. Why Pinterest?• A visual platform is suited to visual art• The networks growth allows us to reach new audiences• We have a wealth of content to share• Allows users to discover more on our website
  17. 17. A Thematic ApproachTheme-focused boards allow users to enjoy works ofart from a variety of cultures and time periods withoutfeeling overwhelmed
  18. 18. Selecting Objects by TypeStriking Swords: The Deadly and the Delightful
  19. 19. Selecting Objects by MotifThe Radiant Peacock: Associated with royalty andsymbolizing beauty, immortality and exoticism, thepeacock has long been a favorite motif of artists
  20. 20. Novel Ways to Highlight ContentMuseum staff were invited to share personal perspectiveson works of art in the 100-episode series Connections.This program translates beautifully to Pinterest
  21. 21. Beyond Images• Pin videos from YouTube and Vimeo• Share blog posts and essays—keep it visually compelling• Start conversations. Use @[user name] to reach a specific person• Take advantage of hashtags• Use Google Analytics and look into the growing arsenal of Pinterest-specific tools• Have fun! Frankly, its difficult to avoid
  22. 22. Find us on:Facebook @metmuseumYouTube
  23. 23. Contact@srhalligan: Susan Halligan, Halligan Consulting@vsamra3: Victor Samra, MoMA@amnh: Jessica Ulrich, American Museum of Natural History@jennettem: Jennette Mullaney, Metropolitan Museum