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HMF Emarketing Workshop

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In May 2011 HI-Arts delivered an eMarketing workshop for the Highlands Museum Forum.

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HMF Emarketing Workshop

  1. 1. eMarketing: be heard online an eMarketing workshop designed for the Highland Museum Forum
  2. 3. Today’s Workshop consists of… <ul><li>Introduction to the World Wide Web </li></ul><ul><li>Where to Start with Website Development </li></ul><ul><li>Website Design with Impact </li></ul><ul><li>Getting Seen: Search Engine Optimisation </li></ul><ul><li>Using Social Media and Networks </li></ul><ul><li>Effective Email Campaigns </li></ul><ul><li>Insights into Analytics </li></ul>This workshop is Powered by HI-Arts
  3. 4. A Global Village What is the Internet? The world wide interconnection of individual networks operated by governments, industry, academia and private parties. Date Number of Users % of World Population December 1995 16 million 0.4% March 2000 304 million 5.0% December 2005 888 million 13.9% December 2008 1,574 million 23.5% December 2009 1,802 million 26.6% September 2010 1,971 million 28.8%
  4. 5. Interactive Collaborative Frequently updated User controlled Passive Static Rarely Updated Webmaster controlled Latest developments
  5. 7. Getting Started: Website Development Thinking Caps On… <ul><li>How do you envisage your website? </li></ul><ul><li>What do you hope to achieve with your website? </li></ul><ul><li>Who do you want to visit your website? </li></ul>In other words what are your… VISION, AIMS, & AUDIENCE
  6. 8. Exercise One Workbook: ‘Vision, Aims, Audience’
  7. 9. Vision What do you want your visitors to think of you? What is the lasting impression you want to leave with your visitors? What are the long-term aspirations of your website? Conveyed through good website development & design
  8. 10. Aims What is it you want your visitors to do on your website? What do you want to achieve through your website? Conveyed through good website design
  9. 11. Audience Who are you wanting to attract to your website? Why should they visit your website? Where are they coming from? Conveyed through good website promotion & use of analytics
  10. 12. What makes a good website? Brand Key elements Little touches Ease
  11. 13. Capture and communicate the value and benefit your providing visitors. Make an immediate connection when visitors enter your site. Be consistent with your overall brand and communications. Create a beautiful, professional and highly- functional experience. Your Brand needs to…
  12. 14. <ul><li>What elements define your website? </li></ul><ul><li>Calendar of exhibitions, events, activities </li></ul><ul><li>Photo galleries </li></ul><ul><li>Blogs </li></ul><ul><li>News </li></ul><ul><li>Social media content </li></ul>The key elements of your website carry its success. The key elements…
  13. 15. <ul><li>The Navigation Structure </li></ul><ul><li>Font Selection </li></ul><ul><li>Creative Copy </li></ul><ul><li>Image selection and editing </li></ul><ul><li>Icons </li></ul>The little touches that have high impact. What separates your website from everyone else’s? The little touches…
  14. 16. User Ease Organised and intuitive navigation structure. Multiple ways to access one piece of information. Making it easy for your visitors and for yourself. Manageability A Content Management System Ability to make changes and updates without the need of an IT expert. Is it Easy…
  15. 17. What do you want your website say about you?
  16. 18. http://www.aucklandmuseum.com/
  17. 19. http://thm.group.shef.ac.uk/index.shtml
  18. 20. Exercise two Workbook: ‘Your Website Now’
  19. 21. What online elements work really well for your web visitors? What would you change about your website now? Exercise two What first impression will your website make?
  20. 22. Content management systems What is a content management system? CMS is a tool that enables a variety of technical and non-technical staff to create, edit, manage and finally publish a variety of content, whilst being constrained by a centralised set of rules, processes and workflows that ensure coherent, validated electronic content.
  21. 23. Open Source CMS Solutions
  22. 24. Benefits of Using a CMS <ul><li>You don’t need to understand or know any HTML coding. </li></ul><ul><li>Maintenance is decentralised. </li></ul><ul><li>Site structure and design can be easily changed. </li></ul><ul><li>Navigation is automatically generated. </li></ul><ul><li>You can configure access and restrictions. </li></ul><ul><li>Access to dynamic content. </li></ul><ul><li>You have control. </li></ul>
  23. 25. http://www.guggenheim.org/
  24. 28. It takes less then 10 Seconds to grab peoples attention Less if your website takes 4 seconds to download Next Step: Effective Website Design
  25. 29. AIDAs A ttention I nterest D esire A ction s atisfaction
  26. 30. A ttention Be Honest Relevant Tasteful Clear Make a statement Make an offering Ask a question Tell them something
  27. 31. I nterest Why should I stay?
  28. 32. D esire Appeal to personal needs and wants
  29. 33. A ction Book for an Event Sign up for a Newsletter Buy a product Recommend to a friend
  30. 34. <ul><li>Puts audiences at the heart of what you do </li></ul><ul><li>A tangible experience </li></ul><ul><li>Providing relevance </li></ul><ul><li>Remaining true to your word </li></ul><ul><li>- both in the online and offline world </li></ul>S Atisfaction
  31. 35. Some Examples… Consider… Where or What is your attention drawn to? Is this a good thing? What has interested you about this website? What do you think makes this an effective/ ineffective website? What impression do you have of the museum and the museum team? Do you want to visit this museum yourself?
  32. 36. http://www.museums.norfolk.gov.uk/
  33. 37. http://www.aviation-museum.co.uk/
  34. 38. http://www.heritage-museum.org/wp/
  35. 39. http://www.thornburymuseum.org.uk/
  36. 40. Segment and Target Disseminate Information Sign up to Mailing List Group visit the Museum What do your visitors want? International Tourists Local Residents Secondary Schools What’s On, Directions, Local Information Upcoming events, Local news, Offers Day Trips, Workshops, Tours, Educational Value
  37. 41. Exercise three Workbook: ‘Matching Audiences and Offerings’
  38. 42. Essential elements for top websites <ul><li>Good Visual Design </li></ul><ul><li>Thoughtful Interface </li></ul><ul><li>Primary Navigation </li></ul><ul><li>Repeat Navigation </li></ul><ul><li>Meaningful Content </li></ul><ul><li>A solid ‘About’ page </li></ul><ul><li>Contact Information </li></ul><ul><li>Search Function </li></ul><ul><li>Sign-up/ Subscribe button </li></ul><ul><li>Sitemap </li></ul><ul><li>Web optimised Images </li></ul><ul><li>Statistics, Tracking and Analytics </li></ul>
  39. 43. <ul><li>Establish trust </li></ul><ul><li>Make life better in some way </li></ul><ul><li>Offer a clean, simple and easy experience </li></ul><ul><li>Avoid making the user think unnecessarily </li></ul><ul><li>Look professional </li></ul><ul><li>Clearly show your visitors how to accomplish their goals </li></ul><ul><li>Help visitors find what they need </li></ul><ul><li>And; Then ask them to take an action. </li></ul>Great Website Rules
  40. 45. Be Seen: Search Engine Optimisation <ul><li>Do people know who you are well enough to search for you? </li></ul><ul><li>Do Search Engines know you well enough to recommend you? </li></ul><ul><li>What have you done to get noticed? </li></ul>“ If I built it, they will come”
  41. 46. So What is Search Engine Optimisation? The process of increasing and improving the volume and quality of traffic to your website through natural or organic searches. A simple activity of ensuring your website can be found in Search Engines when people use words and phrases relevant to what your site is offering.
  42. 47. Search Engine Spiders… CONTENT META TAGS HEADINGS IMAGES LINKS SITEMAPS TITLE TAGS
  43. 48. Exercise four Workbook: ‘What are my Keywords?’
  44. 49. keywords <ul><li>Decide on your word mapping tool </li></ul><ul><li>Deciding on the right words to use </li></ul><ul><li>Grouping your keywords </li></ul>
  45. 50. <ul><li>Decide on your word mapping tool </li></ul>
  46. 51. http://adwords.google.com
  47. 53. 2. Deciding on the right words to use
  48. 54. 3. Grouping Your Keywords Museums Scotland Heritage Museum Highlands Holidays in Scotland Things to do in Scotland Scottish Tourism School Trips School Heritage Trips Museum Trips Schools Learning Exhibitions Events Showcases Displays
  49. 55. 4. Avoid ‘Keyword Stuffing’
  50. 56. Keyword Density The Museum is ideally sited in the middle of the shoreline, and the museum has been visited by hundreds and thousands of people, including numerous school groups, since the museum opened in 1986.   The entire museum is on one level and is an accessible venue for the disabled. The museum tells fascinating stories which have been discovered around the area and has many museum artefacts on display.  The museum also explores the remarkable geological and environmental circumstances of the area. The stories told at the museum are international: particularly involving Dutch, French, German and Danish history, so visitors from abroad are particularly welcome. This museum is a unique museum with helpful, friendly staff and an excellent museum gift shop that is well worth a visit.
  51. 57. Keyword Density formula Number of times a Keyword or Phrase Occurs Total Words 100 ( ) X = KEYWORD DENSITY
  52. 58. The Museum  is ideally sited in the middle of the shoreline, and the museum has been visited by hundreds and thousands of people, including numerous school groups, since the museum opened in 1986. The entire museum is on one level and is an accessible venue for the disabled. The museum tells fascinating stories which have been discovered around the area and has many museum artefacts are on display.  The museum also explores the remarkable geological and environmental circumstances of the area. The stories told at the museum are international: particularly involving Dutch, French, German and Danish history, so visitors from abroad are particularly welcome. This museum is a unique museum with helpful, friendly staff and an excellent museum gift shop that is well worth a visit. Keyword Density
  53. 59. 10 SEO techniques all great websites should use #1 Title Tags
  54. 64. 10 SEO techniques all great websites should use #2 meta Tags - Description
  55. 68. #2 meta Tags - keywords
  56. 69. 10 SEO techniques all great websites should use #3 Proper use of heading tags
  57. 71. 10 SEO techniques all great websites should use #4 Alt attributes on images
  58. 72. 10 SEO techniques all great websites should use #5 Title Atttributes on links
  59. 73. 10 SEO techniques all great websites should use #6 XML Sitemap
  60. 74. http://www.xml-sitemaps.com/
  61. 75. 10 SEO techniques all great websites should use #7 relevant content
  62. 76. 10 SEO techniques all great websites should use #8 Link Building
  63. 77. Build your links
  64. 78. Dear Ms. Alphabeth, [ always use the person’s real name if you have it ], I’ve greatly enjoyed looking through your museum website, especially the “Artefact of the Month” photos.  I have a website on a related subject and I think it might be of interest to your readers.  It’s “Museums in the Highlands”, this site provides a detailed lists of museums in the Highlands. The page is located at  www.museumsinthehighlands.com [ use the exact URL that you want the site to link to ]. I thought a good place on your site to link from would be on your “links” page, here:  www.examplemuseumwebsite.com/links [ use the exact URL that you hope the site will link from ]. Here is a description that you can use if you like: Museums in the Highlands The definitive list of Museums in the Highlands of Scotland. I hope you find this link appropriate and useful.  We at Museums in the Highlands would certainly appreciate a link from your site.  Please feel free to contact me with any questions. Sincerely, Margo Museum Web Marketing Manager, Museums in the Highlands [ Use your full name, title, and if possible, use an email address from the site requesting the link.]
  65. 79. 10 SEO techniques all great websites should use #9 Social media
  66. 80. 10 SEO techniques all great websites should use #10 A Few SEO Tips <ul><li>Ignore the Spam! </li></ul><ul><li>What are you waiting for? </li></ul><ul><li>They’ll come to you. </li></ul><ul><li>Flash = No SEO. </li></ul><ul><li>Keyword Competition. </li></ul><ul><li>Don’t ignore me. </li></ul>
  67. 81. Linking from Directories http://www.museums.co.uk/
  68. 82. http://www.tripadvisor.co.uk/Attraction_Review-g188568-d319482-Reviews-Netherlands_Open_Air_Museum_and_National_Heritage_Museum-Arnhem_Gelderland.html
  69. 84. Lunch time…
  70. 85. What does a Museum do? And where does Social Media fit in?
  71. 86. Content Community Collective Intelligence Collaboration
  72. 87. 400,000,000 active users on Facebook 77% of active internet users read blogs 24 Hours of YouTube Videos viewed every minute Average of 250,000,000 Tweets a day
  73. 88. The Benefits of Social Media?
  74. 89. A Social Media Plan <ul><li>Stop, Look and Listen </li></ul><ul><li>Goals </li></ul><ul><li>Strategy </li></ul><ul><li>Launch </li></ul><ul><li>Monitor </li></ul>
  75. 90. Stop, Look and Listen
  76. 95. Goals
  77. 99. strategy
  78. 101. Case studies: facebook
  79. 102. Manchester Museum
  80. 108. Brookyln Museum
  81. 112. The British Museum
  82. 115. Timespan
  83. 117. Case studies: Twitter
  84. 118. Brooklyn Museum
  85. 120. Tate Museum
  86. 122. Hunter Museum
  87. 124. YouTube <ul><li>5 ways for Museums to use YouTube </li></ul><ul><li>Meet the artist, curator, historian etc. </li></ul><ul><li>Ask people what they think </li></ul><ul><li>A crowd-sourcing competition </li></ul><ul><li>Extend the museum </li></ul><ul><li>Be viral </li></ul>
  88. 125. Meet the Historian…
  89. 126. What do you think?
  90. 129. What is crowd sourcing?
  91. 132. Crowd-Sourcing
  92. 133. Extend the museum
  93. 134. Be viral
  94. 135. Blogging <ul><li>To build a base of regular readers, subscribers and visitors </li></ul><ul><li>Human face for your business </li></ul><ul><li>Engage with your readers </li></ul><ul><li>Produce new content and SEO </li></ul><ul><li>Traffic generator for your website </li></ul><ul><li>A cost effective marketing tool. </li></ul>Why do we use blogs?
  95. 137. <ul><li>More than 133,000,000 blogs online </li></ul><ul><li>77% of internet users read blogs </li></ul><ul><li>Two-Thirds of Bloggers are male </li></ul><ul><li>86% of people have been blogging for at least a year </li></ul><ul><li>Personal Satisfaction = the measure of success </li></ul><ul><li>The most common rate of updating is 2 to 3 times a week </li></ul><ul><li>Bloggers participate in an average of 5 activities to drive traffic to their blog </li></ul><ul><li>58% say they are better-known in their industry because of their blog. </li></ul>Some Blogging Statistics
  96. 138. Case Studies: Blogs
  97. 139. http://www.brooklynmuseum.org/community/blogosphere/
  98. 140. http://blog.hertfordmuseum.org/
  99. 141. http://www.nmm.ac.uk/blogs/collections/
  100. 142. http://blog.aucklandmuseum.com/2010/07/the-food-is-free-in-scotland/
  101. 144. http://blog.britishmuseum.org/
  102. 145. http://blog.royalbcmuseum.bc.ca/2010/09/social-media-and-museums.html
  103. 148. Dealing with Social Comments <ul><li>Monitor online conversations. </li></ul><ul><li>Be proactive. </li></ul><ul><li>Acknowledge their point of view. </li></ul><ul><li>Respond quickly. </li></ul><ul><li>Don’t remove negative comments. </li></ul><ul><li>Some comments do not warrant a response. </li></ul><ul><li>All your fans and followers will see this too. </li></ul>
  104. 150. Launch
  105. 151. Monitor
  106. 152. Most Important! In order to be successful on Facebook you need to think like a facebooker! Don’t forget everything happens in in Real Time.
  107. 154. Keeping in Touch: Email campaigns 90% of people sent or received an Email. 75% searched for information on goods and services. 51% read or downloaded online news, newspapers or magazines 45% listened to web radio or watched web television 43% posted messages to chat sites, social networking and blogs 40% played or downloaded games, images, film or music 38% uploaded self created content to a website to be shared 32% looked for information on learning, education and training 21% sold goods or services over the internet 12% donated to charities online. Office For National Statistics, Statistical Bulletin: Internet Access 2010
  108. 155. <ul><li>Grow and expand your organisation. </li></ul><ul><li>Communicate important news. </li></ul><ul><li>Keeps you on the minds of potential audiences. </li></ul><ul><li>Helps people get to know you in a light and informal way. </li></ul><ul><li>Helps start conversations with your target audience. </li></ul>Benefits of Email Campaigns
  109. 156. What should I share? <ul><li>New products, events, services, activities </li></ul><ul><li>Discounts or special offers </li></ul><ul><li>Recommendations. </li></ul><ul><li>New partnerships or collaborations </li></ul><ul><li>Articles, blog posts and other information resources. </li></ul><ul><li>Exhibition, event, activity launches. </li></ul><ul><li>Surveys or requests of feedback. </li></ul>Things to Watch Out For Send emails in moderation Have something valuable to say Allow for people to Opt-in Allow people to Unsubscribe Don’t send unsolicited mail.
  110. 157. Five Tips <ul><li>Focus on one message </li></ul><ul><li>Customise your message </li></ul><ul><li>Include a call to action </li></ul><ul><li>Use a template </li></ul><ul><li>Watch your stats </li></ul>
  111. 158. Case studies: Email campaigns
  112. 159. Ironworks
  113. 160. Frieze
  114. 161. GANE
  115. 162. Moray art centre
  116. 163. How can I create beautiful email campaigns?
  117. 171. Pulling your strategy together <ul><li>What eMarketing tactics will you use </li></ul><ul><li>How will you implement these tactics </li></ul><ul><li>What will these tactics communicate </li></ul><ul><li>Which of your target groups are these tactics designed for </li></ul><ul><li>How often will these tactics take place </li></ul><ul><li>Who will manage these tactics </li></ul><ul><li>How will these tactics support one another </li></ul><ul><li>What will your response time be to comments/ emails </li></ul>
  118. 172. Emarketing implementation plan eMarketing Tactic: My Museums Facebook Page Person Responsible: Marketing Manager Tool: Facebook Description: A social network to bring fans and supporters, visitors and friends of My Museum together, to share information, links, news, opportunities, and events with one another. Objective: Facebook page to create an online community of supporters, to communicate news, exhibitions and events, start conversations and discussions about heritage in Scotland and engage people in a light and friendly way. Required Completion Date: January 2011 Resources Needed/ Acquired: N/A Audience Group(s): <ul><li>Local Teenagers (14 years to 19 years) </li></ul><ul><li>Local Adults (20 years plus) </li></ul><ul><li>Cultural Organisations </li></ul><ul><li>Tourists </li></ul><ul><li>Visitors to the Museum </li></ul>Update Frequency: Minimum of 3 posts per week. Tactics Linked to: Website, eNewsletter, Postcards Response Time: Comments: Response within a day (week days) Response within 2 days (weekends) Date: DD/MM/YY Comments: 4/12/2010: Facebook page needs a good photograph for the profile picture. Date: DD/MM/YY Status: 03/12/2010: Attended a workshop on social media to understand how to establish an effective page. 04/12/2010: Set up a Facebook profile for the museum.
  119. 173. Exercise five Workbook: ‘eMarketing Implementation’
  120. 174. website SEO Keywords Page Titles Site Maps Social media Facebook Page Twitter Stream Flickr , Youtube, Blog Links Museums Tourist attractions Local shops Web Design Call to Actions Photos Visitor Comments eNewsletter Bi-monthly to visitors Bi-monthly for schools Analytics Monthly review – Google, Facebook, eNewsletter Emarketing Strategy
  121. 175. Once Everything is linked together…. Are you actually going anywhere?
  122. 176. Insights into Your Audience Web Analytics is a great way of capturing data, you would not normally be able to capture, on your online audiences. <ul><li>How they got there and where they came from. </li></ul><ul><li>What pages they went to. </li></ul><ul><li>What they clicked, downloaded, viewed. </li></ul><ul><li>What they bought. </li></ul><ul><li>- How they interact with you. </li></ul>What data?
  123. 177. How to use web analytics effectively Do most people visit your site at particular times? Which pages are most popular? Do your readers browse more than one page before leaving? What is the average length of time your readers stay? Do your readers come from search engines? What pages are primary exit pages for your site? Who is linking to you?
  124. 182. Landing Pages Vs. Exit Pages <ul><li>Top 3 Landing Pages </li></ul><ul><li>www.mymuseum.com/homepage </li></ul><ul><li>www.mymuseum.com/whatson </li></ul><ul><li>www.mymuseum.com/localthingstodo </li></ul><ul><li>Top 3 Exit Pages </li></ul><ul><li>www.mymuseum.com/homepage </li></ul><ul><li>www.mymuseum.com/whatson </li></ul><ul><li>www.mymuseum.com/aboutus </li></ul>
  125. 185. What Now? <ul><li>3 Areas for Improvement </li></ul><ul><li>Reduce the Bounce Rate from homepage (66%) </li></ul><ul><li> Conduct a quick DIY usability test </li></ul><ul><li> Re-evaluate AIDAS </li></ul><ul><li> Ask followers on facebook what they like/dislike. </li></ul><ul><li>2. Increase the average amount of time spent on the website (current 1.53mins) </li></ul><ul><li> Evaluate impact of dynamic content i.e. youtube videos or podcasts </li></ul><ul><li> Evaluate content for exhibitions and what’s on guide </li></ul><ul><li>3. Promote ‘Current Exhibition’ and ‘What’s On’ web pages more effectively </li></ul><ul><li> Evaluate SEO </li></ul><ul><li> Re-evaluate offline marketing </li></ul><ul><li> Evaluate Social Media linking </li></ul>
  126. 191. Heading off into the sunset…. Only to return again!

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