Museums Building Communities Emerging & Social Media for Museums Virginia Association of Museums April 16, 2010 Suzanne Ha...
<ul><li>https://mail.virginia.gov/exchweb/bin/redir.asp?URL=http://www.youtube.com/watch?v=sIFYPQjYhv8 </li></ul>Did You K...
VMFA and Social Media
VMFA’s Social Media Strategy <ul><li>Designed to build excitement for opening </li></ul><ul><li>Insider perspective </li><...
Social Media Optimization Team <ul><li>Communications and Marketing </li></ul><ul><li>Education </li></ul><ul><li>Curatori...
Social Media Platforms <ul><li>VMFA blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Email </li...
 
Groundswell <ul><li>groundswell.forester.com </li></ul><ul><li>Josh Bernoff blog </li></ul><ul><li>Charlene Li blog </li><...
Creators Critics Collectors Joiners Spectators Inactives The Social Technographics ™  Ladder Social Technographics classif...
Creators Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write articles...
Creators C Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write articl...
Creators Critics Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write ...
Critics Collectors Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Writ...
Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created  Upload audio/music...
The Social Technographics  ™  Ladder Spectators  consume social content including blogs, user-generated video, podcasts, f...
How to Search the Groundswell <ul><li>Technorati </li></ul><ul><li>Google Blog Search </li></ul><ul><li>DailyMotion </li><...
 
<ul><li>Jonah Holland </li></ul>
WHAT IS SOCIAL MEDIA?  FROM WIKIPEDIA.ORG  <ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Collaboration </li></ul></...
What Social Media is Not
But….you first have to have a strategy <ul><li>Guidelines & Goals (create some!)  </li></ul><ul><ul><ul><li>Email me if yo...
People are Talking About You!  What are they saying?
SOCIAL INTERACTION What do you value <ul><ul><li>Genuine interest </li></ul></ul><ul><ul><li>Details </li></ul></ul><ul><u...
<ul><li>Connect with  us  online: Integrate </li></ul>
So, how do you find the time? <ul><li>Desktop tools </li></ul><ul><li>Twitter Tools </li></ul><ul><li>Mobile tools </li></...
VENUES FOR SOCIAL MEDIA <ul><ul><li>Blog (Wordpress is preferred) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><u...
FLOCK  SOCIAL MEDIA WEB BROWSER. KEEPS TABS FOR NEXT TIME, CAN RUN PHOTO STREAMS, VIDEO STREAMS, TWITTER STREAMS, AND MORE.
The Blog <ul><li>The Backbone </li></ul><ul><li>Tell story </li></ul><ul><li>Integrate </li></ul><ul><li>Engage </li></ul>
Blogs are alive but they must be fed and cared for… Use “smart” comments to draw readers & to be viewed as an expert, in t...
Ambassadors for your Museum <ul><li>Internal staff </li></ul><ul><li>Community </li></ul><ul><li>Goal: to help tell your s...
Your Story is Their Story
YOUR  MUSEUM
<ul><li>#HashTags! ( #regional #topical) </li></ul><ul><li>Applications like Hootsuite.com </li></ul><ul><li>Again: Engage...
 
“ The right tweet can be explosive…” <ul><li>Great Tweets get RT (retweeted) </li></ul><ul><li>Via @HandsOnGR…..Help promo...
 
 
FACEBOOK
Linkedin Company Profile Personal Profile
WIDGETS
WIDGETS & BUTTONS
FourSquare!
TRIP ADVISOR - YELP Great Reviews Rated #1-Popularity Index What are folks saying about you? Public comments about you
Use Social Media to Connect with &Thank Sponsors & Donors <ul><li>Connect with them on Twitter and thank them </li></ul><u...
Justifying the time you spend <ul><li>How do I gauge my success?  </li></ul><ul><li>Number of followers, interactions </li...
 
Image credits <ul><li>Broadcast: http://www.fendigital.net/customer-focus-is-the-key-to-success-online/ </li></ul><ul><li>...
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Vam Social Media final

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Vam Social Media final

  1. 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. 2. <ul><li>https://mail.virginia.gov/exchweb/bin/redir.asp?URL=http://www.youtube.com/watch?v=sIFYPQjYhv8 </li></ul>Did You Know?
  3. 3. VMFA and Social Media
  4. 4. VMFA’s Social Media Strategy <ul><li>Designed to build excitement for opening </li></ul><ul><li>Insider perspective </li></ul><ul><li>Extend messaging beyond “traditional” </li></ul><ul><li>Generate viral support </li></ul><ul><li>Reinforce brand </li></ul><ul><li>Permeate buzz </li></ul>
  5. 5. Social Media Optimization Team <ul><li>Communications and Marketing </li></ul><ul><li>Education </li></ul><ul><li>Curatorial </li></ul><ul><li>Visitor Services </li></ul><ul><li>Exhibitions </li></ul><ul><li>Management </li></ul>
  6. 6. Social Media Platforms <ul><li>VMFA blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Email </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul>
  7. 8. Groundswell <ul><li>groundswell.forester.com </li></ul><ul><li>Josh Bernoff blog </li></ul><ul><li>Charlene Li blog </li></ul>
  8. 9. Creators Critics Collectors Joiners Spectators Inactives The Social Technographics ™ Ladder Social Technographics classifies people according to how they use social technologies.
  9. 10. 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. 11. 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. 12. 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. 13. 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. 14. 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. 15. 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. 16. How to Search the Groundswell <ul><li>Technorati </li></ul><ul><li>Google Blog Search </li></ul><ul><li>DailyMotion </li></ul><ul><li>Metacafe </li></ul><ul><li>YouTube </li></ul><ul><li>And so many more… </li></ul>
  16. 18. <ul><li>Jonah Holland </li></ul>
  17. 19. WHAT IS SOCIAL MEDIA? FROM WIKIPEDIA.ORG <ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Added Value </li></ul></ul><ul><ul><li>I would add: </li></ul></ul><ul><ul><li>Build community </li></ul></ul><ul><ul><li>Be authentic </li></ul></ul><ul><ul><li>Transparent </li></ul></ul>
  18. 20. What Social Media is Not
  19. 21. But….you first have to have a strategy <ul><li>Guidelines & Goals (create some!) </li></ul><ul><ul><ul><li>Email me if you’d like an example </li></ul></ul></ul><ul><ul><ul><li>Address specifics like negative comments, and who can post on your Facebook wall </li></ul></ul></ul><ul><ul><ul><li>Identify your SM team & discuss the policy with them </li></ul></ul></ul><ul><ul><ul><li>Address time management </li></ul></ul></ul><ul><ul><ul><li>Address the blending of personal/business relationships </li></ul></ul></ul><ul><li>Where is your audience? </li></ul><ul><ul><ul><li>What are they like? </li></ul></ul></ul><ul><ul><ul><li>What can you expect from them? </li></ul></ul></ul><ul><ul><ul><li>What platforms do they favor? </li></ul></ul></ul>
  20. 22. People are Talking About You! What are they saying?
  21. 23. SOCIAL INTERACTION What do you value <ul><ul><li>Genuine interest </li></ul></ul><ul><ul><li>Details </li></ul></ul><ul><ul><li>Follow -up </li></ul></ul><ul><ul><li>Humor </li></ul></ul><ul><ul><li>Frequent interaction </li></ul></ul><ul><ul><li>Offer Help, build trust </li></ul></ul><ul><ul><li>Connecting </li></ul></ul><ul><ul><li>Personality, voice </li></ul></ul><ul><ul><li>Add value </li></ul></ul><ul><ul><li>Sale pitches </li></ul></ul><ul><ul><li>Someone who talks But doesn’t listen </li></ul></ul><ul><ul><li>Someone who only talks to you when they need something </li></ul></ul><ul><ul><li>Typical “PR speak” </li></ul></ul>Doesn’t Work: Works:
  22. 24. <ul><li>Connect with us online: Integrate </li></ul>
  23. 25. So, how do you find the time? <ul><li>Desktop tools </li></ul><ul><li>Twitter Tools </li></ul><ul><li>Mobile tools </li></ul><ul><li>Re-allocating resources </li></ul><ul><li>How many hours will this take? </li></ul><ul><li>What if I don’t have the staffing to support social media? </li></ul>
  24. 26. VENUES FOR SOCIAL MEDIA <ul><ul><li>Blog (Wordpress is preferred) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Widget (for Facebook, iphone etc) </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>Forums (regional & topical) </li></ul></ul><ul><ul><li>Public web pages (like RIO or R.com) </li></ul></ul><ul><ul><li>Social bookmarking, like Digg, Delicious </li></ul></ul>
  25. 27. FLOCK SOCIAL MEDIA WEB BROWSER. KEEPS TABS FOR NEXT TIME, CAN RUN PHOTO STREAMS, VIDEO STREAMS, TWITTER STREAMS, AND MORE.
  26. 28. The Blog <ul><li>The Backbone </li></ul><ul><li>Tell story </li></ul><ul><li>Integrate </li></ul><ul><li>Engage </li></ul>
  27. 29. 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
  28. 30. Ambassadors for your Museum <ul><li>Internal staff </li></ul><ul><li>Community </li></ul><ul><li>Goal: to help tell your story </li></ul>
  29. 31. Your Story is Their Story
  30. 32. YOUR MUSEUM
  31. 33. <ul><li>#HashTags! ( #regional #topical) </li></ul><ul><li>Applications like Hootsuite.com </li></ul><ul><li>Again: Engage, add value, be authentic, organic </li></ul><ul><li>Follow back if someone follows you </li></ul>What makes Twitter work? http://ifiwereamuseum.wordpress.com /
  32. 35. “ The right tweet can be explosive…” <ul><li>Great Tweets get RT (retweeted) </li></ul><ul><li>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 </li></ul><ul><li>Conversation: </li></ul><ul><li>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 &quot;flower.&quot; @lewisginter BTW, became their fav place after we bought a membership as a mom's day gift a few years ago! </li></ul>
  33. 38. FACEBOOK
  34. 39. Linkedin Company Profile Personal Profile
  35. 40. WIDGETS
  36. 41. WIDGETS & BUTTONS
  37. 42. FourSquare!
  38. 43. TRIP ADVISOR - YELP Great Reviews Rated #1-Popularity Index What are folks saying about you? Public comments about you
  39. 44. Use Social Media to Connect with &Thank Sponsors & Donors <ul><li>Connect with them on Twitter and thank them </li></ul><ul><li>Encourage them to post on your Facebook wall </li></ul><ul><li>Link to them/RT them/follow them </li></ul><ul><li>#FF Sponsors </li></ul><ul><li>Blog about them (if you are passionate about the relationship) </li></ul>
  40. 45. Justifying the time you spend <ul><li>How do I gauge my success? </li></ul><ul><li>Number of followers, interactions </li></ul><ul><li>Wordpress Stats, Google Anaylitics, General increase in web traffic, </li></ul><ul><li>Facebook Insights </li></ul><ul><li>Hootsuite stats </li></ul><ul><li>You should be using Google Alerts or another app to monitor your brand </li></ul><ul><li>Then Refine your work based on your feedback. </li></ul>
  41. 47. Image credits <ul><li>Broadcast: http://www.fendigital.net/customer-focus-is-the-key-to-success-online/ </li></ul><ul><li>Censorship: http://spruiked.posterous.com/?tag=censorship </li></ul><ul><li>  </li></ul><ul><li>Social Media landscape: http://willscullypower.wordpress.com/2009/01/ </li></ul><ul><li>social media logos: http://www.istrat.in/blog/image.axd?picture=2009%2F7%2Fsocial-media.png </li></ul><ul><li>social media simple http://eileen11.files.wordpress.com/2008/12/social_media.jpeg </li></ul><ul><li>  </li></ul><ul><li>http://blogs.wayne.edu/angelique/2009/04/06/social-networking/ </li></ul>

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