The document discusses the Virginia Museum of Fine Arts' social media strategy aimed at building excitement for its opening and enhancing brand engagement through various platforms such as blogs, Twitter, and Facebook. It outlines the Social Technographics ladder, classifying users into categories like creators, critics, collectors, and joiners based on their online activities. Additionally, the document emphasizes the importance of having a strategy for social media management to foster genuine relationships with the audience while addressing potential challenges in time management and team organization.

1. Museums Building Communities Emerging & Social Media for Museums Virginia Association of Museums April 16, 2010 Suzanne Hall, Chief Communications Officer Virginia Museum of Fine Arts Jonah Holland, PR & Marketing Coordinator Lewis Ginter Botanical Garden President, Mox-eMedia LLC

2. VMFA and Social Media

3. VMFA’s Social Media Strategy Designed to build excitement for opening Insider perspective Extend messaging beyond “traditional” Generate viral support Reinforce brand Permeate buzz

4. Social Media Optimization Team Communications and Marketing Education Curatorial Visitor Services Exhibitions Management

5. Social Media Platforms VMFA blog Facebook Twitter Email YouTube Flickr

7. Groundswell groundswell.forester.com Josh Bernoff blog Charlene Li blog

8. Creators Critics Collectors Joiners Spectators Inactives The Social Technographics ™ Ladder Social Technographics classifies people according to how they use social technologies.

9. Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them The Social Technographics ™ Ladder Creators make social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly. 24%

10. Creators C Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Update status on a social networking site Post updates on Twittter The Social Technographics ™ Ladder Conversationists Update status on social networking site, post updates on Twitter Groups include people participating in at least one of the activities monthly. 33% Conversationists Creators

11. Creators Critics Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them The Social Technographics ™ Ladder Critics Post ratings/reviews, comment on blogs, contribute to online forums and wikis. Groups include people participating in at least one of the activities monthly. Post ratings/reviews of product/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Update status on a social networking site Post updates on Twittter 37% Conversationists

12. Critics Collectors Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online The Social Technographics ™ Ladder Groups include people participating in at least one of the activities monthly. Post ratings/reviews of product/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki 20% Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Creators Conversationalists

13. Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online The Social Technographics ™ Ladder Groups include people participating in at least one of the activities monthly. Maintain profile on a social networking site Visit social networking sites 59% Joiners connect in social networks like MySpace and Facebook Conversationists Creators

14. The Social Technographics ™ Ladder Spectators consume social content including blogs, user-generated video, podcasts, forums, tweets or reviews Groups include people participating in at least Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews 70% Maintain profile on a social networking site Visit social networking sites Joiners Creators Critics Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Collectors Creators Collectors Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Conversationists Spectators

15. How to Search the Groundswell Technorati Google Blog Search DailyMotion Metacafe YouTube And so many more…

17. Jonah Holland PR & Marketing Coordinator Lewis Ginter Botanical Garden President, Mox-eMedia LLC

18. WHAT IS SOCIAL MEDIA? FROM WIKIPEDIA.ORG Relationships Collaboration Added Value Also…. Build community Be authentic Transparent

19. What Social Media is Not

20. But….you first have to have a strategy Guidelines & Goals (create some!) Email me if you’d like an example Address specifics --- like negative comments on your Facebook page, and who can post on your Facebook wall Identify your SM team & discuss the policy with them Address time management Address the blending of personal/business relationships

21. People are Talking About You! What are they saying?

22. SOCIAL INTERACTION What do you value Genuine interest Details Follow -up Humor Frequent interaction Offer Help, build trust Connecting Personality, voice Add value Sale pitches Someone who talks But doesn’t listen Someone who only talks to you when they need something Typical “PR speak” Doesn’t Work: Works:

23. Connect with us online: Integrate

24. So, how do you find the time? Desktop tools (Flock, TweetDeck, HootSuite) Mobile tools Re-allocating resources How many hours will this take? What if I don’t have the staffing to support social media?

25. FLOCK SOCIAL MEDIA WEB BROWSER. KEEPS TABS FOR NEXT TIME, CAN RUN PHOTO STREAMS, VIDEO STREAMS, TWITTER STREAMS, AND MORE.

26. VENUES FOR SOCIAL MEDIA Blog (Wordpress is preferred) Twitter Facebook LinkedIn Widget (for Facebook, iphone etc) Wikis Forums (regional & topical) Public web pages (like RIO or R.com) Social bookmarking, like Digg, Delicious

27. The Blog The Backbone Tell story Integrate Engage

28. Blogs are alive but they must be fed and cared for… Use “smart” comments to draw readers & to be viewed as an expert, in the know

29. Ambassadors for your Museum Internal staff Community Goal: to help tell your story

30. Your Story is Their Story

31. YOUR MUSEUM

32. #HashTags! ( #regional #topical) Applications like Hootsuite.com Again: Engage, add value, be authentic, organic Follow back if someone follows you What makes Twitter work? http://ifiwereamuseum.wordpress.com /

34. “ The right tweet can be explosive…” Great Tweets get RT (retweeted) Via @HandsOnGR…..Help promote HandsOn Day like you're a rapper at the Grammy's and your album is dropping next week! Here's how: http://bit.ly/3DfZzz Conversation: Series of Tweets from @tiffaniechan baby's on a grandparent date at lewis ginter botanical gardens right now! @lewisginter It's their favorite place to take her. She just learned how to say "flower." @lewisginter BTW, became their fav place after we bought a membership as a mom's day gift a few years ago!

36. FACEBOOK

37. Linkedin Company Profile Personal Profile Groups

38. WIDGETS

39. WIDGETS & BUTTONS

40. FourSquare!

41. TRIP ADVISOR - YELP Great Reviews Rated #1-Popularity Index What are folks saying about you? Public comments about you

42. Use Social Media to Connect with & Thank Sponsors & Donors Connect with them on Twitter and thank them Encourage them to post on your Facebook wall Link to them/RT them/follow them #FF Sponsors Blog about them (if you are passionate about the relationship)

43. Justifying the time you spend How do I gauge my success? Number of followers, interactions Wordpress Stats, Google Anaylitics, General increase in web traffic, Facebook Insights Hootsuite stats You should be using Google Alerts or another app to monitor your brand Then Refine your work based on your feedback.

45. Questions & Answers

46. Image credits Broadcast: http://www.fendigital.net/customer-focus-is-the-key-to-success-online/ Censorship: http://spruiked.posterous.com/?tag=censorship Social Media landscape: http://willscullypower.wordpress.com/2009/01/ social media simple http://eileen11.files.wordpress.com/2008/12/social_media.jpeg http://blogs.wayne.edu/angelique/2009/04/06/social-networking/