International Sports Heritage Association Annual Conference, October 23, 2015 Engage with millennials; discover what excites them about sports heritage and what they want from a museum experience. Learn what motivates this connected generation to visit a brick and mortar building housing historical objects and stories. What’s trending with #selfies or #fans? Mobile devices are an essential informational tool for everyone, regardless of age.

1. CONNECTING WITH
MILLENNIALS
INTERNATIONAL SPORTS HERITAGE ASSOCIATION ANNUAL CONFERENCE
OCTOBER 23, 2015
Heather Myers / @privatestorm
https://www.linkedin.com/in/heathercmyers

2. ABOUT ME
Web administrator in the government and cultural heritage
sectors. Currently working at the Pennsylvania Historical and
Museum Commission.
Information technology, project management and marketing
experience.

3. FRAMEWORK FOR REACHING NEW AUDIENCES
Audit what you have
Analyze what you have discovered
Research trends and new opportunities
Plan new approaches
Evaluate how well it worked

4. AUDIT WHAT YOU HAVE
All social media accounts
Basic analytics for accounts
Profile completeness
All staff that work on social media
Access to accounts

5. ANALYZE WHAT YOU HAVE DISCOVERED
Is the social media platform still in use or can the account
be retired? (Example: MySpace)
Do we have enough staff to adequately manage all of the
accounts?
Would it be more effective to cut back or switch to new
platforms?
What have we done in the past that has worked well?
Can we train more staff for specific platforms?
Are our profiles up to date?
Who do we need to contact to regain control of our
account?

6. AUDIT & ANALYZE: RESOURCES
A Social Media Audit Template For Social Media Managers
The 15-Minute Social Media Audit Everyone Can Do
http://bit.ly/1win7qr
http://bit.ly/1axrYwp

7. RESEARCH TRENDS
General
Pew Research Center: Internet, Science & Tech
Goldman Sachs Millennials Data Story
Museums
NMC Horizon Report: Museum Edition
TrendsWatch Report
Center for the Future of Museums blog
Sports
Center for the Digital Future: How Sports Fans' New
Behaviors Will Disrupt Every Aspect of Marketing &
Advertising

8. RESEARCH NEW OPPORTUNITIES
What are other museums doing?
What are related sports teams and organizations doing?
How do we get started with social media advertising?

9. RESEARCH: RESOURCES
Survey Finds Teens Prefer Instagram, Twitter, Snapchat
Sorry Museums, They Just Aren’t That Into You
Pew Research Center: Internet, Science & Tech
Goldman Sachs Millennials Data Story
TrendsWatch
Center for the Future of Museums blog
NMC Horizon Reports
How Sports Fans' New Behaviors Will Disrupt Every Aspect of Marketing & Advertising
A Beginner’s Guide to Social Media Advertising
http://on.wsj.com/1LpoR5y
http://bit.ly/1LQsWTU
http://pewrsr.ch/1dsJrnK
http://bit.ly/1IgAvA4
http://bit.ly/1NX7krn
http://bit.ly/1GpIqrm
http://bit.ly/1Rd1IH1
http://bit.ly/1QZp3w9
http://bit.ly/1yZ4WVG

10. PLAN NEW APPROACHES
Archive and retire rarely used social media accounts
Create an editorial calendar
Upcoming events
Holidays: real and random
Culture Themes: #MuseumSelfieDay, #MuseumWeek,
#AskACurator
Don't be afraid to experiment but beware of "shiny new
thing" syndrome
Be relevant but be respectful when co-opting hashtags

11. PLAN NEW APPROACHES
Create a communications strategic plan
Title: what is the initiative named?
Description: what is this about?
Timeframe: when will this start and end?
Mission: why are we doing this?
Goals: what do we want to accomplish?
Tactics: how will we achieve our goals?

12. EVALUATE HOW WELL IT WORKED
Review communications strategic plan goals and metrics
Review social media analytics
Adjust expectations - scale up or down
Celebrate successes
Record lessons learned

13. PLAN & EVALUATE: RESOURCES
Random Holidays
Bizarre, Wacky and Unique Holidays
Culture Themes
Hack Your Museum: Appealing to Millennials
Social Media ROI: How To Define a Strategic Plan
http://bit.ly/1GljuYk
http://bit.ly/1d6vDga
http://bit.ly/1Rrsxrd
http://bit.ly/1EiFwty
http://bit.ly/1zNwH3C

14. QUESTIONS ?

15. THE END