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Social strategy webinar 051210
1) The document discusses creating a social media strategy for the California Academy of Sciences. 2) It details how the Academy used social media like Facebook and Twitter to engage different audience segments like adults ages 21-35 to increase attendance for events like their weekly NightLife program. 3) The Academy's social media efforts were aimed at driving paid attendance and fundraising by connecting with more people and engaging more effectively across platforms like Facebook, their website, and through travel professionals.
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Social strategy webinar 051210
- 1. Welcome! If youdo not have speakers, or if you lose the video feed, c all in to the conference call for the audio: (712) 775-7000, 1013681# MUTE your phone if you can
- 2. Creating a SocialMedia Strategy Stephanie Weaver Sorel Husbands Denholtz
- 3. Topics today Whycreate a strategy? Case study Q & A
- 4. Audience Photo credit:istockphoto.com
- 5. Mission Photo credit:istockphoto.com
- 6.
- 7. Resources Photo credit:istockphoto.com
- 8. Listening Talking EnergizingGroundswell Supporting Embracing
- 9. Listening Photo credit:istockphoto.com
- 10.
- 11. Talking Photo credit:istockphoto.com
- 12.
- 13. Energizing Photo credit:istockphoto.com
- 14.
- 15. Supporting Photo credit:istockphoto.com
- 16.
- 17. Embracing Photo credit:istockphoto.com
- 18. Crowdsourcing “What wouldyou do if you were us?” Exhibits Programs
- 19. Social Web StrategyA case study from the California Academy of Sciences
- 20. The Academy hastaken a strategic approach to social media. Year 1: Experiment, explore, listen, learn. Now, we are wrapping up Year 2...
- 21. Social media objective: drive paid attendance and support fundraising efforts by connecting with more people and engaging more effectively .
- 22. We segmented our audience in order to identify ways to connect with and energize affinity groups.
- 23.
- 24. Adults, ages 21-35:Not typically museum-goers. How can we drive attendance?
- 25. NightLife is aweekly event featuring science programming, DJs, cocktails and more.
- 26.
- 27. We went wherethe audience was, engaging with people within their communities
- 28. 14,000+ people likethis page 22% of first-time visitors heard about NightLife on Facebook. 50% heard about it through word-of-mouth.
- 29. 5 months ofweekly sell-out crowds (3500+), continued large crowds. Results
- 30. ~70% of ticketsare purchased in advance. Results
- 31.
- 32. 334 reviews, moreevery week Results
- 33. Just launched: NightLifeInsiders. User-generated content builds buzz and drives attendance. Next Steps
- 34. “ Intellectually CuriousAdults” aka driving general attendance
- 35. We are focusedon engaging with the community.
- 36. Content distribution across social networks...
- 37. Sharing user-generated content on calacademy.org...
- 38. Facilitating sharing offour site...
- 39. It’s difficult tomeasure ROI on these efforts at this time. What we do know...
- 40. Facebook is thebiggest referrer of traffic to the Academy Web site other than search engines (6,000 visits/month). Up to 15% of site visitors buy tickets . Results
- 41. “ Thanks. Youreminded me of why my sons and I should visit the Calif. Academy of Science today.” Facebook fan in response to a New York Times article we posted. Results
- 42.
- 43. By participating inprofessional communities, Academy staff can build new relationships.
- 44. The Academy can leverage relationships with travel agents and tour operators. Academy provides tips and tools for visitors. Agents encourage reviews and rating by visitors.
- 45. Our efforts were well received by travel professionals. They began to share their own blog posts with us, as well as posts by their clients. We have seen a notable increase in favorable reviews and ranking on TripAdvisor . Results
- 46.
- 47. Newly launched sitefor members adds value to their membership.
- 48. We solicit members’opinions.
- 49. What did ittake to accomplish all of this?
- 50. People: Part-time strategicconsultant Half-time social media manager: Daily maintenance of sites: 5-10 hours/week Ongoing strategic planning Project management for social web projects Support from interactive media/web services group Support & buy-in from executive leadership
- 51. Organizational change: Marketing-drivenbut required buy-in from multiple departments : Development, Travel Sales, Guest Services, Membership, Exhibits, and others. The Travel Sales team had to determine how to integrate social efforts into their workday . Human Resources created an internal social media policy to guide staff when they engage professionally on social sites.
- 52.
- 53. Next steps Downloadslides now; survey email Resources list Link to free download Chat PDF
- 54. Thanks! Ideas, speakers,problems for upcoming Experience ology clinics sorel@yahoo.com, @sorel on Twitter
Editor's Notes
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- #21 so far, social media accounts for a small % of our revenue, but it is a growing segment, and an important way to connect with people. I will share the approaches we have taken so far, and what the results were.
- #22 By generating positive word of mouth and excitement about the Academy, people will feel connected and motivated to attend. blogs apps that solicit feedback and “crowd-source” (e.g. Share Your ideas), by giving visitors greater access to academy content that can be easily shared (e.g. widgets, collections)
- #23 not a lot of hard revenue metrics. I will show 2 examples with clear results, and then the other areas we explored and what we believe the benefits will be.
- #25 we have effectively reached this group by creating a physical community. we want to strengthen our relationship with these young adults to keep them coming back. objective: drive attendance WEEKLY
- #26 we have effectively reached this group by creating a physical community. we want to strengthen our relationship with these young adults to keep them coming back. objective: drive attendance WEEKLY
- #27 let’s take a look at the audience. 80% of NightLife attendees have a Facebook profile24% use Twitter
- #29 We used Facebook, Flickr, Twitter, MySpace, YouTube, Yelp (300 reviews) Right target for social media: 80% are on FB, >20% on Twitter 90% of attendees who are on Facebook are fans. 22% of first-time vsiitors heard about it on Facebook. 50% hear about it through word of mouth/email/friend -- very social/viral group.
- #30 $10/ticket slowed in August but picking back up
- #31 $10/ticket slowed in August but picking back up
- #32 http://www.flickr.com/photos/anthonysanfrancisco/3289300782/ u nexpected outcome!! also greater commitment from academy to using social media. plans to have nightlife station, more.
- #33 the nightlife parties bring in this new audience. the content of the exhibits keep them coming back. social media is how they tell each other about it.
- #34 we have effectively reached this group by creating a physical community. we want to strengthen our relationship with these young adults to keep them coming back. objective: drive attendance WEEKLY
- #35 our most general target. adults 35-55. broad reach, but a specific appeal to their interest in science. not entertainment or parent or etc Science Times Discovery Channel National Geographic Nova
- #38 not just about the social networking sites, it’s about finding new ways to engage and build community on the Academy’s web site.... blogs, applications, community feeds (RSS)... opportunity is generating community what about video content distribution? youtube? vimeo? iTunes?
- #41 6000 visits/month from Facebook alone. More than any other single site except search engines. More than Yelp + OnlyInSF + CityPass + MustSeeSanFrancisco + TripAdvisor ~10-15% of visitors purchase tickets online.
- #42 what we hope to hear.
- #43 by effectively connecting with travel professionals, we will help build tourism. B-to-B example for social media. businesses are people and building relationships can be effective here as well
- #44 opportunities for industry sales managers to participate in professional groups. soft sell. efforts extend beyond marketing department. changes to peoples’ jobs.
- #45 tips and tools include interactive map, plan a visit, mobile app reviews on Tripadvisor, Yelp does the GGP Field Guide feed into this? worth mentioning as another tool to help reach travel professionals and tourists? (1.5M visitors to GGP each year)
- #46 moved from 2.0 to 3.5
- #53 Inside: thoughts, feelings, expectations, prior experience & knowledge Outside: many pieces add up, you control these
- #54 Inside: thoughts, feelings, expectations, prior experience & knowledge Outside: many pieces add up, you control these