engaging visitors with social media
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Engaging Visitors with Social Media
Dana Allen-Greil (@danamuses)IMLS WebWiseMarch 2013
#WebWiseSocial
+Key questions
What outcomes are you hoping to achieve with social media?
Are your social media practices engaging online communities to their greatest potential?
How do you know if you are achieving your goals?
How can you take your social media initiatives to the next level?
+By the end of this workshopyou will be able to:
1
23
4
+Note on Sources
Whenever you see “Source” or “Inspired by” on a slide (usually bottom right) there will be a full link in the notes.
+Social media is…
+Part of your organization’s online ecosystem
(Photos, blog posts, Yelp reviews, YouTube videos, tweets, Facebook posts, Foursquare check-ins)
(Private status updates, email messages)
Level of control/influence
+Broadcast Engagement
In the past, information, image, and video-sharing sites were regarded primarily as broadcast mechanisms for museum exhibitions and programming.
Now, these services are increasingly recognized as ways to encourage and support visitor engagement.
Showcase digital collections/content on social media sites and engage with user-generated content and comments.
Recommendation from the NMC Horizon Report: 2012 Museum Edition
+ “Citizens overwhelmingly voiced their
wish for a straightforward one-way conduit of information, and specifically one that did not require any kind of participation on their part.”
+
What outcomes are you hoping to achieve with social media?
1
+Strategy
+Strategic planning resources:
Digital Engagement Framework
digitalengagementframework.com
The Nonprofit Social Media Decision Guide
idealware.org/reports/nonprofit-social-media-policy-workbook
Source: digitalengagementframework.org
+
+
+Types of Goals
+
Marketing
Awareness:Elevate the awareness
of your brand or offering
Customer Service:Cater to the needs of
your constituents, for support or general relationship management
Sharing: Inform citizens of
public services through social content
Inspired by: Spredfast Social Media Planning Guide and HowTo.gov
+
Advocacy
SharingRespond, collaborate
and create with constituents to improve services
Community BuildingFoster engagement
and dialogue to build a community of supportive fans who develop a relationship with you
Inspired by: Spredfast Social Media Planning Guide and HowTo.gov
+
Education
Socially-Constructed LearningOur understanding of
content is socially constructed through conversations about that content and through interactions with others.
Listen (learning is a two-way street!)Observe, analyze and
understand what citizens are sharing to improve public services
Inspired by:Brown & Adler, “Minds on Fire”; Ala-Mutka, “Learing in Online Networks and Commnities” and HowTo.gov
+
Crowdsourcing
Offer an opportunity for someone to do something more than consume information. …meaningful ways for
individuals to engage with and contribute to public memory.
Trevor Owens, “Digital Cultural Heritage and the Crowd,” Curator (2013)
+Why Wasn't I Consulted?
“Humans have a fundamental need to be consulted, engaged, to exercise their knowledge (and thus power), and no other medium that came before has been able to tap into that as effectively.
If you tap into the human need to be consulted you can get some interesting reactions. Here are a few: Wikipedia, YouTube, Quora, Ebay, Yelp,
Flickr, IMDB, Amazon.com, Craigslist, every messageboard or site with comments…[excerpted]”
Paul Ford, as quoted in Trevor Owens, “Digital Cultural Heritage and the Crowd,” Curator (2013)
The Fundamental Question of the Web
+Mapping Goals to Metrics
Goal Metric
Engage current audiences in innovative ways and build new online communities
Increase the number of people engaging with Tate’s social media.
Direct traffic to the Tate website Increase referral traffic to Tate’s website from social media websites.
Direct footfall to the four Tate galleries
Increase the number of people visiting galleries and events as a result of social media.
Encourage fans to act as advocates for Tate
Measure audience advocacy (i.e. the number of people ‘re-tweeting’, ‘liking’ or ‘sharing’ content).
Build developmental audiences (youth/family, local, educators)
Analyse the demographics of social media users wherever possible.
Based on excerpts from Tate Social Media Communication Strategy (2011-2012)
+ActivitySelect a goal and make it SMART
Example
* Your Goal Encourage more youth aged 16 to 22 to volunteer.
S SpecificHow will you know you’ve succeeded in your goal?
We’ll recruit at least 5 more 16 to 22 year olds.
M MeasureableHow will you measure your success?
Increase in # of 16-22 year olds who say they found us on social media channels.
A AchievableAre your specific benchmarks realistic compared to past results?
Last year we recruited 2 new teens, so this increase seems reasonable.
R RelevantWhy does this matter to your organization?
We rely heavily on youth volunteers to staff our activity rooms.
T Time-BasedOver what time frame will you achieve this goal?
By the end of the year.
St. Mary’s County Public Libraries, Youth Services/Social Media
* Your Goal Increase viral views on Facebook
S SpecificHow will you know you’ve succeeded in your goal?
Average viral views rise from 1 to 10
M MeasureableHow will you measure your success?
Facebook insights
A AchievableAre your specific benchmarks realistic compared to past results?
Yes, based on other similar organizations
R RelevantWhy does this matter to your organization?
Word of mouth marketing
T Time-BasedOver what time frame will you achieve this goal?
1 year
Source: Participants in 3/6/2013 workshop
University of North Texas College Library MLS Degree Program
* Your Goal Improve recruitment efforts for MLS program; broader/more diverse/younger audience
S SpecificHow will you know you’ve succeeded in your goal?
20% increase in applicants attracted through social media method
M MeasureableHow will you measure your success?
Applicant #s; ask how did you hear question on application
A AchievableAre your specific benchmarks realistic compared to past results?
Yes, not currently doing social media outreach
R RelevantWhy does this matter to your organization?
Enrollment is down, especially in these target audiences
T Time-BasedOver what time frame will you achieve this goal?
Incoming class of 2014
Source: Participants in 3/6/2013 workshop
+
Note:
Your SMART goal does not need to include specificity about HOW you will do this.
Your SMART goal focuses on the results you want to see, when, and why.
* Your Goal
S SpecificHow will you know you’ve succeeded in your goal?
M MeasureableHow will you measure your success?
A AchievableAre your specific benchmarks realistic compared to past results?
R RelevantWhy does this matter to your organization?
T Time-BasedOver what time frame will you achieve this goal?
Ongoing Goals
Keep your supporters updated
Disseminate information about a topic
Build a community around a topic
Brand your staff as experts
Get constituents to talk to one another
Understand what people are saying about you
Get feedback
Connect with other like-minded organizations
Develop relationships with a target audience
Campaign-Specific Goals
Build excitement prior to an event
Make an event accessible online
Build a community around an event
Get people to take a particular action
Gather photos and videos from supporters
Recruit new members or patrons
Solicit donations
Recruit volunteers
Support a particular group of members, volunteers, etc.Inspired by: The Nonprofit Social Media Decision Guidec
Source: digitalengagementframework.org
+ Values
What do we stand for? What are our guidelines and principles? How would you describe the personality of your organization or social media efforts?
Inspired by: digitalengagementframework.org
+ Ambition
What do we want to be known for? What might you want your audience to say about how your program impacted them?
Inspired by: digitalengagementframework.org
+
Are your social media practices engaging online communities to their greatest potential?
2
+The 3 Elements of Social Media Success
Community Management
Content Creation
Social Media Measurement
Source: Know Your Own Bone (colleendilen.com)
+
Platform Lineup
Flickr
Foursquare
Tumblr
Vine
YouTube
+
YouTube
Flickr
0 10 20 30 40 50 60 70 80 90 100
99
74
67
38
89
46
38
35
Libraries Arts Organizations
Sources: “Arts Organizations and Digital Technologies,” Pew Internet (2013); “Social Media, Libraries, and Web 2.0” (2012)
+
Any social networking site
Tumblr
0 10 20 30 40 50 60 70 80 90 100
67
67
16
15
13
6
Percent of Internet Users Who Use:
Source: “The Demographics of Social Media Users,” Pew Internet (2013)
+Audiences
+Audience Opportunities
Social media helps institutions to garner broader audiences while communicating conveniently with existing ones.
As marketing budgets shrink, museums are relying heavily on the immediacy and inexpensive nature of social media platforms to attract and retain members.
Source: NMC Horizon Report: 2012 Museum Edition
+ Audiences
Who do you currently reach and/or serve well?Who are you not reaching and/or serving well?
Inspired by: digitalengagementframework.org
+ActivityWho are your audiences for your SMART goal?
+Who do you want to reach?
+
+ActivityAudience member social networking profile
+
Name
Age
Bio
Interests
Social networks
Technology
Inspired by: digitalengagementframework.org
Source: Participants in 3/6/2013 workshop
+
Questions to ask yourself
Based on social media listening, what existing interests or beliefs can we tap into to reach our audience?
What will encourage our audience members to move toward our goal?
Who influences this audience?
What can we do to gain their support?
What is the best way to listen to them? To reach them? To engage them in conversation?Inspired by Minnesota Historical Society Social Media Strategy Worksheet
+Patrons want “Ask a Librarian” online serviceEspecially African-Americans, Hispanics, smartphone owners, 75% of people under 65
Source: Library Services in the Digital Age, Pew Internet (2013)
+Key Audience: Influencers
Museums are good at this in terms of traditional media outreach…
…but what about influential bloggers, Pinners, tweeters, etc?
+Content
+ Assets
What are the things our organization has to offer? What, specifically, makes us special? What do you most like to show visiting family members or colleagues?
Click icon to add picture
Inspired by: digitalengagementframework.org
+How will
we connect with the audience
?
How will we make the asset engaging
?
Outreach
Engagement Inspired by: digitalengagementframework.org
+Determine your audience, where they can be reached and which assets you will use to connect with them there.
Think online and offline.
Try to make your target audience enthusiastic about one or more of your assets.
How can you turn them into advocates so they share their enthusiasm with others?
Outreach Engagement
Inspired by: digitalengagementframework.org
+
Questions to ask
Where does this audience go (online and offline)?
Which asset might this audience be most interested in?
How will you use the asset to connect with the audience?
Inspired by: digitalengagementframework.org
+Platforms
+BTS, BTS, BTS
+
+Getty MuseumWrite the Opening Line to Vermeer’s “Lady in Blue”
Source: The Getty Iris
+Tumblr + Twitter
Source: NYPL Tumblr
+ActivityWhat platforms will you use to help achieve your SMART goal?
+Platforms
Platform Priority (high, medium, low)
What will you do on this platform?
Your blog/website
Instagram*
YouTube
Flickr
Tumblr
*Note: No federal-compatible Terms of Service yet Approved Terms of Service agreements: http://ow.ly/irTKC
Inspired by: digitalengagementframework.org
+Content Strategy
+ActivityWrite down a joke, anecdote, trivia fact, etc.
+ActivityIf you get a card you like, initial it and pass it on. Otherwise, hold on to it. If you REALLY like something, copy it onto a new card and pass it along.
+What characteristics might make content spread virally?
Surprising
Clever
Topic is of interest to me
Not boring
p.s. Hat tip to idfive for this activity
Source
: Nonpro
fit M
arke
ting G
uid
e
+Content Types
Desired Behavior
Respond •Questions & polls•Fill in the blank•Caption contests•Calls for photo/video/text submissions
Share •Shareable images•Call to action should include the word “share” or “retweet” etc.•Request to tag your friends
Like •Timely, relevant•Funny, moving, or inspirational•Photos and videos
+Types of Content We All Love
Content that makes us laugh (or happy) Add some insight into the mundane things that are
sometimes funny in our lives. See: The Oatmeal.
Content that teaches us how to do something very specific Tutorials, actionable advice
Content that reveals “secrets” Behind the scenes!
Content that tells us a story You like it when people talk to you directly, don’t you?
Inspired by Gregory Ciotti, Sparring Mind
+Types of Content We All Love
Content that satiates our topical passion Long, in-depth content for audience with a huge
passion Example: 3 hour Hardcore History podcast on The Dark
Ages of Eurasia
Content that challenges our assumptions Find an assumption that people have in your niche (or
in general). Find data, examples, or life experience that really puts forwards a good case as to why those assumptions are wrong.
Content that visualizes information Infographics, shareables, slideshows
Inspired by Gregory Ciotti, Sparring Mind
+Bottom Line:
What do people want to know? What motivates them?
How can you enrich and serve their questioning?
How can you develop understanding through dialogue with people?
Inspired by The Learning Planet
+Identifying content opportunities
Are there existing assets that can be repurposed to answers questions your fans are asking? Live events, email newsletter, exhibition interactives, stories in traditional media, print assets?
Use a calendar to fill in activity by day.
Set aside daily time for responding to mentions, commenting on blogs and generally being part of the conversation
Clearly identify areas of responsibilityInspired by Spredfast
+Content calendars
Yearly/Quarterly: List of big events, holidays, etc. and assets that need to be created
Daily: For each platform create a table
Date Time(EST)
Message Link Image
3/6 6pm Hot off the press! Slides from WebWise #socialmedia workshop
http://danamus.es
+Voice and Tone
Your content’s personality helps users identify whether they like you, understand you, and trust you.
Your website might use the same corporate voice outlined by your communications or other department; or it might not.
What do you want your specific project to sound like?
What about multiple authors/voices?
It should sound like the people in charge of the different channels are talking to each other, but the messages shouldn’t be identical.
Inspired by: The Nonprofit Social Media Decision Guide
+Social Content: Striking the Right Balance
Source: The Nonprofit Social Media Decision Guide
+ActivityCreate a list of up to 5 contrasting values that help illustrate the tone and voice qualities you’re recommending. For example, “clever, not cutesy” or “professional, not academic.”
+A note on cross-promotion
On Facebook, try to keep activities within the platform whenever possibleThis is true for Facebook ads, especially.
Twitter, Pinterest, etc. users are used to linking off the site
+
How do you know if you are achieving your goals?
3
+Two Models
+Avinash KaushikConversation, Amplification, Applause
+Conversation Rate
# of Audience Comments (or Replies) Per Post
“A high conversation rate requires a deeper understanding of who your audience is, what your brand attributes are, what you are good at, what value you can add to your followers and the ecosystem you participate in.”
Source: Occam’s Razor
+Amplification Rate
the rate at which your followers take your content and share it through their network.
# of Retweets Per Tweet
# of Shares Per Post
# of Share Clicks Per Post (or Video)
Measure what pieces of content (type) cause. Understand times and geo location, etc.
Do more of that!Source: Occam’s Razor
+Applause Rate
# of Favorites Per Post
# of Likes Per Post
Source: Occam’s Razor
+Conversation, Amplification, ApplauseTruesocialmetrics.com
+Influence, Engagement, Relationships, EffortTwitter for Museums“Measuring, Analysing, Reporting”
+
Influence
Goals: AwarenessMessage amplificationReachVisibility
Evidence:Are you generating
buzz?Building brand
awareness?
Source: Twitter for Museums
+
Engagement
Goals: ConversationExchange InteractionParticipation
Evidence:Are you being a good
conversationalist? Are you collaborating
with your audiences? Are you answering
their burning questions (or they yours)?
Source: Twitter for Museums
+
Relationships
Goals: LoyaltySatisfactionBeing human
Evidence:Are you building
relationships with key audiences?
Are you able to solve problems and satisfy people (not just your followers)
Source: Twitter for Museums
+
Effort
GoalsMaking the most of the
time and human resources you put towards social media
Evidence:Are you being efficient
and effective?
Source: Twitter for Museums
Example Goals Example Measurements
Influence •Build awareness•Establish yourself as an expert on a topic•Disseminate news•Drive traffic to your website or blog
•Followers•Retweets•Clicks (Web traffic)
Engagement
•Elicit feedback•Collaborate with your audiences•Pick up new ideas•Foster appreciation of your collections•Provide answers•Shape the conversation
•Mentions•Replies/comments•Conversation ratio (mentions:posts)•Behavior of Web visitors from social sites
Relationships
•Convey that the museum is approachable and accessible•Share your museum’s #1 asset: the smarts and passion of your staff•Build better relationships with key audiences
•Sentiment•Recommendations/lists•Favorites•Unfollows•Anecdotal evidence
Effort •Increase efficiency and effectiveness of staff time spent
•Time spent on new content•Time spent engaging with followers•Output (total posts/responses)
Source: Twitter for Museums
+The Relationship Onion
Source: Twitter for Museums
+Example: #SITweetUp
+Audience Research
What are the audience’s expectations? Are they being met?
Who are they? Collect demographic data as well as information about whether they are members, donors, etc.
How have the museum’s social media efforts influenced perceptions?
What kind of follow-up actions have been taken (e.g., visited the museum, made a purchase, became a member)? Do these actions have any relationship to exposure on social media?
Source: Twitter for Museums
+#SITweetup
Source: Erin Blasco
+#SITweetup
Source: Erin Blasco
+#SITweetup
What motivated them to attend? 100% were interested in going behind the scenes. 86% were interested in meeting museum experts/curators.
100% learned something new
Did the tweetup improve your opinion of the Smithsonian? 86% strongly agreed
What was surprising to you? Just how blown away I was at curator's knowledge and passion for their collections. I loved that we were able to interact so freely with the curators. It was a great look
inside a career very different than mine, and I got a big kick out of it. The curators' passion and dynamism in bringing events to life and the ways in which
participants built pathways/webs of knowledge/information through personal observations and scaffolding tweets
The enthusiasm the curators showed towards the participants. They are obviously passionate about their work and seemed to relish the opportunity to share that with us.
The encouragement of the staff that we share our experience via twitter or instagram. I had such a great reaction with my twitter and facebook network, particularly sharing photos.
Source: Erin Blasco
+ActivityJot down a few kinds of metrics you’d like to gather for your SMART project or your social presence in general
+Additional Tips
+HowTo.gov FrameworkBreadth
Community SizeCommunity Growth
DepthConversionsViewing
Direct EngagementEngagement VolumeEngagement
Responsiveness
Loyalty
Return Community
Customer ExperienceSentiment IndicatorsSurvey Feedback
Campaigns
Strategic Outcomes
+A word of caution: be human
Joseph Jaffe, president of new media shop Crayon, warns of the danger in looking at your social strategy as a checklist:
“This can put too much emphasis on tangible metrics like the size of their Twitter and Facebook followings, losing sight of more important intangibles, like expressing empathy, listening and acting human.” Source: AdWeek
+Establishing a culture of measurement
+What should you measure?
Do you have the ability to affect the measurement? Is it something you could change through your actions?
If you were to measure this, how many people in your organization would care?
To what extent would seeing a measurement for this help you improve your organization?
To what extent would your org’s actions quickly result in a change to the measurement?
Inspired by : Getting Started with Data-Driven Decision-Making: A Workbook, NTEN
+What/Who/How
What are the sources of data and who has access to them?
How is this data entered into a tracking system? Who does it? Where is it stored?
Who analyzes the data? Who distributes it? Who is in charge of this whole process?
Inspired by : Getting Started with Data-Driven Decision-Making: A Workbook, NTEN
+Define a process for using metrics to make decisions
Source: Getting Started with Data-Driven Decision-Making: A Workbook, NTEN
+
Shout out
MCN Pro Workshop
Social Media Engagement: Defining & Measuring Success
Wednesday, May 8th, 201311:30 am - 2:00 pm EST
http://mcnpro.org/sessions/workshop-3/
Presenters: Jane Finnis and Sebastian Chan
+
How can you take your social media initiatives to the next level?
4
+Content Analysis
+
Photos perform best on FacebookGet the most total likes, comments, shares
Photos and videos are king56% of internet users do at least one of these creating or curating activities
32% do both Source: Photos and Videos as Social Currency Online, Pew Internet (2012)
+ Deep dive into Facebook
Photos get the most likes on Facebook
+ Deep dive into Facebook
But text posts get the most comments (followed by photos)
+ Deep dive into Facebook
Photos dominate shares, followed by videos.
+ Deep dive into Facebook
Content posted later in the day (ET) gets more likes and shares. Likes peak at 8pm.
+ Deep dive into Facebook
Shares peak around 6pm ET.
+ Deep dive into Facebook
Posts published on the weekends receive a higher like percentage.
+Frequency guidelines
Source: Spredfast
+Not all image sharing is the same
High quality images
Compelling, original images
On Pinterest, use:
Source: Curalate
+Content Analysis
Twitter: Most/Least:
Retweeted Clicked @Replied Favorited
Facebook: Most/Least:
Likes Comments Shares
Ratios: % of fans engaged with each content type
Review all of your content analytics by month or quarter and analyze commonalities between un/popular content
+Not all metrics are created equal
Creating advocates? Shares and retweets are your most valuable
metrics
Engaging in dialogue with a communityComments and @replies are most valuable
metrics
Reach?Page likes and followers are most important
metrics
You should weight metrics based on your goals
+More Tips from the Pros
+Paid-Earned-Owned Mix
When to use paid media to support social efforts
Just like how traditional + social together produce better results
Start paid campaigns on Twitter and Facebook before to gain new fans/followers
Use promoted posts/promoted stories/ads during the life of the campaign
+Social Sharing Buttons
Include both follow and sharing type buttons on your website
Make sure they show up on your mobile site
+Segmentation
Whenever possible, avoid forcing your fans to see messages that aren’t relevant to them
For Twitter ads, you can segment by location, interests, etc.Don’t force your non-local followers to listen to
your tweets about local events they can’t attend
On Facebook, you can segment your posts by location, language, age, etc.You don’t need a separate Facebook page to have
a bi-lingual audience
+Emerging Platforms
+
Key Questions for New Platforms
Audiences:How is our target
audience using this platform?
Content: How easy will it be for
you to produce the necessary content?
Expertise: How easy will it be for
you or the right staff members to get up to speed? Maintain?
+Indiegogo (Crowdfunding)
+Google+ Hangouts (live video events)
+Wikipedia Citation Code
Source: Fresh + New(er)
+Tumblr
Source: danamus.es
+Organizational Models
+
Source: Museums and the Web 2011
+
Objectivity Sustainability and
commitment Deep knowledge of
toolset and opportunities
Cohesiveness and voice
Evaluation and optimization
Closer to subject matter expertise
More and varied perspectives
Empowering more individuals can lead to faster response to timely events
Can handle more platforms and higher number of posts
Con: No one takes responsiblity
Centralized Distributed
Source: Museums and the Web 2011
+Center-Edge Model
Center is a small group of experts that:Ratify, communicate, and commit decisionsMake decisions and implement policy-making,
training, and oversightHelp Edges connect with each other
Transparency and collaboration critical
Must break through traditional layers of review
Empower those closest to the contentSource: Museums and the Web 2011
+Social Media Coordinator’s Checklist for Garnering Trust with Colleagues Judgment
Diligence to correct details, spelling, and grammar
Transparent
Collaborative
Cheerleader for others, constantly looking to get others involved
Leadership must recognize in-house social media experts, plan for sustainability, facilitate quicker/more flexible ways of working
Source: Museums and the Web 2011
+Tips for Training Edge Staff
Not just about: toolsmultimedia production technical and editorial process
Also about museum communications strategiesclear and concise writinghow to make judgment calls about
appropriateness for audience, mission, and values of the organization
Source: Museums and the Web 2011
+Recommended Reading
+Key Blogs
Know Your Own Bone (colleendilen.com)Example post: The Importance of Social Media
in Driving People to Your Museum or Visitor Serving Nonprofit (DATA)
Edgital (edgital.org)Example post: How to Run a Great Museum Ed
Twitter Feed: @MoMALearning
Engaging Museums (danamus.es)Example post: Holocaust Museum invites
Redittors to ask them anything!
+More Blogs
Defining Open Authority (historyqt.tumblr.com)
@MarDixon (mardixon.com)
Open Objects (openobjects.blogspot.com)
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