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Final- Academy of Science, Social Media Strategy
- 1. Let the Wonder Begin Eduardo Velado By Pam Chen Brittany La Fahad Alahmed Grace Chen Tamara Frydman Parik Mattoo
- 2. The Academy’s mission—to explore, explain and sustain life—extends to all corners of the institution; from a research expedition in the highlands of Papua New Guinea, to a teacher-training program in a California classroom, to an interactive game on the museum exhibit floor. Mission Statement
- 3. History Timeline Academy of Sciences 10 most significant events during the past 161 years… 1853 - California Academy of Natural Science 1868 - Renamed to California Academy of Sciences 1874 - First official museum opened 1906 - San Francisco earthquake 1916 - moved and reestablished to the North American Hall of Birds and Mammals in Golden Gate Park 1934-1977 - Multiple Halls where added to the Museum.
- 4. History Timeline 1989 - Loma Prieta earthquake, rebuild and relocate. 2005 - Construction began for new building, exhibits were moved to Howard Street for a temporary museum. 2007 - Academy reopened with a free day pass. Mile long line. 2014- Still Alive and expanding their museum and knowledge every day. Academy of Sciences 10 most significant events during the past 161 years…
- 5. Brand Pillars Support Search Content Fan Interest The Community The Media Target Market Brand Narrative
- 6. Tagline: “Let the Wonder Begin” Drive by two questions: (1) How did life on Earth develop? (2) How will we sustain life on Earth? Mission is to explore, explain and sustain life Accomplish though a green and sustainable building, exhibits that educate and inspire the public, leading-edge research, and educational outreach via accredited teachers and scientists. Museum Experience Do visitors enjoy the exhibits, find them educational, feel they are entertaining? Do visitors see the value in the Academy’s mission? The “Contact Us” webpage is thorough with phone numbers and email addresses for every department, museum related and research related Brand Pillars Support
- 7. √ Search Content Search engines Travel websites and brochures City attraction list Company events School field trips Word of Mouth Facebook Twitter Instagram Blogs YouTube Pinterest
- 8. Fan InterestArt Adventure Nature Education Music Science San Francisco and community Traveling Target MarketThe museum is general attraction for all ages, tourist and locals Events for all ages groups i.e museum sleepovers for kids and families, lectures and workshops for adults, Nightlife for young adults Exhibits are for all ages due to content and setup; caters to the idea that everyone can be educated on scientific life and sustaining it
- 9. Mainstream Media CommunityContest for free admission tickets Strong promotion of new exhibits Fundraising events held at the museum Viewed as must-see attraction if in the city i.e. people will bring their friends here, suggest it for tourists Local events draw in visitors i.e. museum sleepovers, lectures, workshops, and Nightlife Google search for recent news related to the Academy reveals that people generally speak positively about the museum Strong focus on its sustainability efforts and educational outreach, hiring new people to drive initiatives
- 10. Paid Media Owned MediaEarned Media Advertisements on Pandora talking about Nightlife ‘Let the Wonder Begin’ multi-media campaign created by Ron Foth Advertising that includes: TV Radio Print Out of HomeDigital Social Media Word of Mouth Website, Facebook, Blog, Twitter, Instagram, Pinterest, Tumblr (hasn't been updated since December 2013), YouTube, Google+
- 11. Blogs Academy scientists, visitors, and staff members. Academy Blogs Stories about current exhibits, updates on the progress of certain animals residing at the academy. Teacher’s Lounge Teachers and educators. A platform that promotes educational classes or events related to science or nature to teachers. Listed information about upcoming science/nature workshops, classes, summer programs, etc held at the Academy. Family Sciences Blog is written and maintained by someone a part of the Academy. A blog about animals, nature, the environment, and special exhibits.
- 12. Blogs Recommendations • Improve community participation by opening up the Family Sciences blog to children and parents to blog about their experience at the Academy. ! • Encourage participation from children to write about their field trip/visit to the Academy and post the best stories. ! • Increase content words for current blogs on the official website.
- 13. acebook Log In Email or Phone Password Keep me logged in Forgot your password? Blogs here… sorry guys.. Michael Brito Like Comment. 1.5 million visitors, 90 new species, 150K school kids, 836 creature births. Michael Brito Like Comment. How is Cal Academy doing on the biggest social media platform? State of CA pop.(~40M) and Cal Academy FB fan page mere 100K FB new page likes are down by 15.70% FB comments are down by 48.21% Most engaging FB comment has just 157 comments Overall FB engagement is way behind competitors
- 14. acebook Log In Email or Phone Password Keep me logged in Forgot your password?
- 15. acebook Log In Email or Phone Password Keep me logged in Forgot your password? Content Strategies X Academy of Sciences was awesome! Foster Community with Customer Sharing Gain Trust with useful Video Demos Connecting with your fans through visual content Listen to Your Customer Build a Targeted Community
- 16. Instagram The California Academy of Sciences joined Instagram over 121 weeks ago Boston Museum of Science: Denver Museum of Nature & Science:
- 17. Instagram But is it enough? Instagram videos should be enhanced and produced. Share more of the events that happen in the museum All pictures and videos should be shared via Instagram More Social Contests that gets the audience more involved with the account Add a link on their official website for Instagram
- 18. 7 tweets per day/ 200 tweets per month Tweets during week are fairly evenly spread out, ! however posts over the weekend are weak.
- 19. Example of content ! done well:!
- 20. Recommendations 1.Continue using expedition postings. ! 2. Focus on gaining larger response. Goal minimum for retweets should be around 50 persons. Study posts gaining interaction with 60 or more persons for what is successful. ! 3. Focus on Promotional content so as to make it more engaging, building a better response rate.
- 21. Thank You