Being There Museums And Social Media

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Presentation made by Rose Sherman on 9/28/09 to the Association of Midwest Museums and Minnesota Association of Museums #AMM09

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  • “I” sitestalk about themselves and connect with friends, and social media web sites such as Flickr, wikipedia, and YouTube where individuals cluster together because of shared interests in content. Now explore how you can use them at your museum. You will learn what audiences use these sites, how other museums are using them, and ideas about how you can or should use these web sites to support your mission - considering your limited resources and IT support.
  • Like any good presentation, we’re going to discuss the 5 W’s what (goals), why (results), who (audience), where – well that is BEING THERE where the audience is, and how social media tools can help you engage your audiences and how other museums are using them. What I won’t cover is the When. That is for you to decide based on your abilities to do this.I’ve given you a copy of a Museum Social Media Strategic Planning Worksheet. The worksheet provides the some of the concepts and examples I’ll speak about today. It is meant as a tool for you to write down your brilliant ideas today as you listen to this presentation, and to use it later when thinking through your social media communications plan.The worksheet is based in part on information provided at WeAreMedia.org, a community of people from nonprofits who are interested in learning and teaching about social media strategies and tools.
  • What are we trying to do? Big ShiftFrom speaking to mass audiences as the institution about programs, exhibits and collections …To speaking with niche audiences as the attraction, about their experiences. Andlistening the same way.
  • Distribute relevant messages to the right audiencesBig ShiftFrom speaking to mass audiences as the institution about programs, exhibits and collections …To speaking with niche audiences as the attraction, about their experiences. Andlistening the same way.
  • What are we trying to do? This is the most important component of a good plan and needs to be as specific as possible. Goals: Your goal is not your mission. Your goal is what you want to change. Make sure this is an appropriate goal for a social media strategy.  Results: A good way to determine if our goal is specific enough is to chart how we will measure our progress.
  • Indicate Audience Size<17 not as active probably because txting .. But twitter growth is on the rise18-34 – sweet spot is Facebook, MySpace, Twitter, Flickr and YouTube35+ 1/3 of social media media traffic is adults50+ Inside Facebook April 09: now about 1.5 million female users older than 55 on the site – roughly a 550 percent increase over six months ago. This is contrary to assumptions that many marketers and businesses make – that elderly people are not online and that elderly women are not involved in social media.Why is this so important? THEY HAVE LEISURE TIME MONEY and are DEVELOPMENT OPPORTUNITIESsenior women age 50 and older control a net worth of $19 trillionsenior women own more than three-fourths of the nation’s financial wealthwomen control 85% of all brand purchaseshttp://she-conomy.com/2009/04/14/women-over-the-age-of-55-are-the-largest-growing-group-on-facebook/ - Guy’s guide to marketing to womenhttp://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/
  • What are we trying to do? This is the most important component of a good plan and needs to be as specific as possible. Goals: Your goal is not your mission. Your goal is what you want to change. Make sure this is an appropriate goal for a social media strategy.  Results: A good way to determine if our goal is specific enough is to chart how we will measure our progress.Pull content – Multiple PerspectivesMGG StoriesPlaceographyBrooklyn’s African American You Tube
  • 4. Promote themselves, on Monday help people ease into week and think about upcoming weekend5. Tweeter relates themselves to GV property. THF responds with gratitude and conversation.6. By Rting someone who follows innovation, THF which showcases innovations is relating their mission to Twitter conversations.
  • 4. Promote themselves, on Monday help people ease into week and think about upcoming weekend5. Tweeter relates themselves to GV property. THF responds with gratitude and conversation.6. By Rting someone who follows innovation, THF which showcases innovations is relating their mission to Twitter conversations.
  • Reach new audiences Promote upcoming eventsFeeling of belongingYour institution can be part of your visitor’s identity
  • Current events – tornado in MSPBlog:Split rock talks about the nature
  • Anecdotal stories mgmt can relate to – Nina asked me to present to BoardX-functional team -- Reviews Measurement, Gives Feedback and Direction
  • Being There Museums And Social Media

    1. 1. Got Social Media?<br />
    2. 2. Being There: Museums and Social Media<br />Rose Sherman<br />Director of Enterprise Technology<br />Minnesota Historical Society<br />
    3. 3. Got Social Media?<br />
    4. 4. Topics Covered<br />
    5. 5. What are we Trying to Accomplish With Social Media?<br />Audiences<br />Social Media Platforms<br />Niche <br />Content<br />Broad <br />Message<br />Communicate<br />To me in my <br />Preferred way<br />One Size<br />Fits All<br />Institutional Voice & Content<br />
    6. 6. What are we Trying to Accomplish With Social Media?<br />Audience<br />Experiences<br />Social Media Platforms<br />Niche <br />Content<br />Broad <br />Message<br />Communicate<br />To me in my <br />Preferred way<br />One Size<br />Fits All<br />Personalized Voice & Content<br />
    7. 7. What are we Trying to Accomplish With Social Media?<br />
    8. 8. Audiences<br />
    9. 9. Social TechnographicsTM<br />Influencers<br />Creators<br />Critics<br />Collectors<br />Joiners<br />Spectator<br />
    10. 10. 95 M<br />58 M<br />28 M<br />95 M<br />82 M<br />212 K<br />2.4 M<br />Women make up the larger percentage in all except LinkedIn.<br />Women 55+ fastest growing Facebook segment<br />
    11. 11. How Can we Use Social Media?<br />UGC<br />
    12. 12.
    13. 13.
    14. 14. Opportunity :<br />Ask question related to current events …<br />
    15. 15.
    16. 16.
    17. 17. easy<br />Visitor Photos on Your Website<br />
    18. 18.
    19. 19.
    20. 20. http://www.toprankblog.com/2009/02/reader-poll-top-digital-marketing-tactics-for-2009/?nucrss=1<br />
    21. 21. I Don’t Have the Time<br />Get organized – use tools to link Twitter to Facebook to Blogs<br />Get connected – engage the influencers<br />
    22. 22. Museums are Figuring it Out<br />Bit.ly/MuseumSurvey – 9/27/09<br />
    23. 23. Museums are Figuring it Out<br />Bit.ly/MuseumSurvey – 9/27/09<br />
    24. 24. Measures<br />Measurements<br />Attendance<br />Inquiries Answered<br />Re-distribution of messages<br />User generated content created<br />Influencers talking about us<br />Net Promoter Score: Would you recommend us to others?<br />Tools<br />Web Analytics – referrers<br />Click Throughs, Bit.ly<br />Demographic Insights from Facebook and YouTube<br />Growth of Fans, Followers<br />Twitter Search<br />
    25. 25. Minnesota Historical Society Social Media Trends and Demographics<br />Top social media referrers:<br />Wikipedia<br />Facebook<br />StumbleUpon<br />Twitter<br />Google Maps<br />
    26. 26. Convincing Top Management<br />
    27. 27. Resources<br />Nina Simon’s Museum 2.0 www.museumtwo.blogspot.com<br />The Nyargle Blog nyargle.com <br />Beth’s Blog for Non-profits beth.typepad.com<br />Groundswell www.forrester.com/Groundswell<br />Commoncraft.com - videos in Plain English on Web 2.0 tools <br />Mashable.com<br />Smartchart for non-profit communications planning www.smartchart.org<br />
    28. 28. Questions?<br />Take the Survey on Museum Use of Social Media bit.ly/MuseumSurvey<br />Slides available at bit.ly/AAM09<br />Email Rose.Sherman@mnhs.org<br />Twitter.com/mnhs<br />Twitter.com/rasherman<br />

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