e-marketing strategy for museum business
DESCRIPTION
This is based on bangkokplanetariumTRANSCRIPT
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Social Media Strategy for Museums
Prepared by Fast Work !!!!!
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Bangkok Planetarium
Government (Pin Malakul) 2505 was encouraged to build Bangkok Planetarium
King and Queen have been launch grand opening on 18 August 2507
Open for public 19 August 2507
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Schedule
Tuesday – Friday : 11.00 , 14.00
Saturday – Sunday : 10.00 , 13.30, 14.30
Special event for Students: Tuesday – Friday 10.00 , 13.00
English Speaking : Tuesday 10.00 (Extra 300 Baht : Speaker)
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Entrance Fee
Planetarium
Kids : 5 Baht
Adult : 10 Baht
Planetarium and Planetarium Exhibition
Kids :15 Baht
Adult :30 Baht
Monk : No Entrance Fee
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Issues: People doesn’t like museum
Government Support
Entrance fee
No budget for construct and maintenance facility
Overall booth and thing condition
No interesting activity
No activity, Beyond touring
Distance and Direction
Marketing communication
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Target Group
Student (High School, University)
(13-18) and (18-22)
Astronomer
Science/Fantasy/Natural Disaster movie fans
Scientist, Researcher
Scientific book reader
Parents
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Objective
Increase visitor on website
Partner (PR work, Endorsement, Co-promotion)
- Milo, Jele
- The brain
- Oishi , Ichitan
- Naiin, Asia-book, B2S
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Positioning
Horoscope
Dating Place
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Goal
Increase traffic 10% within 2 months = (6,000 UIP)
UIP 10,000 / Month within 6 year
UIP 20,000 / Month within 1 year
Increase event and space reservation
Increase domestic traveling
Increase funds
Increase social value in Museum Traveling
5,000 Fans in 1 year
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Current Statistic
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Problem (website :www.bangkokplanetarium.com)
Web Usability
Inactive Facebook activity
No offensive strategy
No synchronize between Facebook and Twitter
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Story telling
Theme : No need to pay 20 Millions, Just bangkokplanetarium
Game : Haunting Alien (Theme park)
Create buzz : alien foot print at bangkokplanetarium
Free entrance for special event
Family tour
Beauties in Bangkok (Alliances with another museums)
Convention package (outer space meeting)
Valentine campaign (Buy 1 free 1 for online tickets)
Valentine campaign (Blessing Lovers)
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Activity
Facebook campaign
Click like = Souvenir (Get it at Museum)
Competition: Mascot and Name (Vote for Ipad2)
Science quiz for gift (First 20 persons)
Use fake account to add friends and suggest from related content
Dairy content related to science and planet
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Activity
Buy Facebook Ads”500 Baht/week” (Target : Planetarium, Science, Science-Math student, Akamai area, Parents, Age 35 +)
Most 5 Tagged pictures get Star named themselves each month
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Facebook Ads
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Facebook Ads
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Activity
Youtube
Introduction video
Interview video (Visitor and Celebrity)
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Activity
Blog marketing
Blogging competition monthly/quarterly (related to event each month)
- บิ�ดาแห่�งดาราศาสตร
( พระบิาทสมเด�จพระจอมเกล้�าเจ�าอยู่��ห่�ว เก�ดว�นท�� 18 ต ล้าคม)
- ดวงดาวก�บิว�นพ�อ
- ปี#ให่ม�ก�บิดวงดาว
-ความร�กก�บิดวงดาว
Prize: scholarship for winner (2000 Baht)
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Activity
Horoscope (Article and Interview)
Relate Birth date with Star
E-mail marketing
-Get contact point from (Entrance, Online booking, Activity)
+subscription for astronomy event
+Opt-in Newsletter
+Event alert subscription
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Activity
Google Adwords “2000/weeks”
ด�ดาว,ฝนดาวตก,พระจ�นทร ยู่�&ม,ดาวล้�กไก�,ดาวจระเข้�ดาวพระเคราะห่ ,ดาวพระฤกษ์ ,ดาวพระศ กร ดาวห่าง,ส�องดาว,อ�ทธิ�พล้ดวงดาว,ระบิบิจ�กรวาล้,ดวงดาว,ดาวดาราศาสตร ,ส ร�ยู่ ปีราคา,จ�นทร ปีราคา
สถานท�องเท��ยู่วเอกม�ยู่, แห่ล้�งท�องเท��ยู่วใน กทม
Muse, curve, น��งเล้�น , funky villa, groove
Negative keyword: ดาวมห่าล้�ยู่, ดาวซั�ล้โว, ดาว มยู่ ร�, ดาวซั�นโดรม
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Adwords Statistic
เอกม�ยู่
ด�ดาว
ดาว
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เอกม�ยู่
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ด�ดาว
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ดาว
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Activity
Location based marketing
First Check in each hour get gift
Big Screen wall at entrance: feed twitter, facebook, FourSquare on screen
Named location as Mars, Venus, Sun, Nasa
Partnering
Buy 500 baht from partner website get 2 free tickets
Students price
Corporate price (Buy for children)
Tour with GTH (Bangkok Traffic Love Story)
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Bangkok Traffic Love Story scene
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Ken & Chis
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Measurement
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Measurement
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1 Year plan
Increase audience
Interaction Phase
Viral Phase
Relationship Management
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Increase audienceMonth\Week Week1 Week2 Week3 Week4
July Re-Design Website
-Prepare content for Facebook-Re-Design Website
- Re-Design Website
-Buy Facebook ads-Click Like get souvenir-Google Adwords
August
Story:-20 Millions-Family Tour (12 August)
-Buy Facebook ads-Click Like get souvenir- Google Adwords-Tag picture-Fake account
-Buy Facebook ads-Click Like get souvenir- Google Adwords- Tag picture-Fake account
-FB: Science quiz start-Buy Facebook ads-Click Like get souvenir- Google Adwords-Tag picture--Fake account
Blog contest-Buy Facebook ads-Click Like get souvenir- Google Adwords-Tag picture-Fake account
September
Story:-Beauties in Bangkok -Outer space meeting
-Buy Facebook ads-Click Like get souvenir- Google Adwords-Tag picture-Horoscope
-Buy Facebook ads-Click Like get souvenir- Google Adwords- Tag picture-Horoscope
-FB: Science quiz end-Buy Facebook ads-Click Like get souvenir- Google Adwords- Tag picture- Horoscope
Blog contest-Buy Facebook ads-Click Like get souvenir- Google Adwords- Tag picture-Horoscope
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Interaction PhaseMonth\Week Week1 Week2 Week3 Week4
OctoberStory:Alien Footprint
-Start Competition: Mascot and Name (Vote for Ipad2)-Youtube-Collect e-mail-FB: Science quiz-Check-in-Horoscope
Collect e-mail-Check-in-Horoscope
Collect e-mail-Check-in-Horoscope
Blog contestCollect e-mail-Check-in-Horoscope-End Competition: Mascot and Name (Vote for Ipad2)
NovemberStory:-Beauties in Bangkok -Outer space meeting
-Collect e-mail-FB: Science quiz-Check-in-Horoscope
Collect e-mail-Check-in-Horoscope
Collect e-mail-Check-in-Horoscope
Blog contestCollect e-mail-Check-in-Horoscope
DecemberStory:New year(Horoscope)Family Tour (5 December)
-Collect e-mail-FB: Science quiz- New Year
Campaign- Check-in-Horoscope
Collect e-mail- New Year Campaign-Check-in-Horoscope
Collect e-mail- New Year Campaign-Check-in-Horoscope
Blog contestCollect e-mail- New Year Campaign-Check-in-Horoscope
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Viral PhaseMonth\Week Week1 Week2 Week3 Week4
JanuaryStory:-New year(Horoscope)-Tour with GTH
e-mailFB: Science quiz-Check-in-Tour with GTH -Horoscope
e-mail-Check-in-Tour with GTH -Horoscope
e-mail-Check-in-Tour with GTH -Horoscope
Blog conteste-mail-Check-in-Tour with GTH -Horoscope
FebruaryStory:Valentine
FB: Science quize-mail-Valentine campaign-Check-in-Horoscope
e-mail-Valentine campaign-Check-in-Horoscope
e-mail-Valentine campaign-Check-in-Horoscope
Blog conteste-mail-Valentine campaign-Check-in-Horoscope
MarchStory:Alien Footprint-Family Tour (Work time)
e-mailFB: Science quiz-Check-in-Horoscope
e-mail-Check-in-Horoscope
e-mail-Check-in-Horoscope
Blog contest -e-mail-Check-in-Horoscope
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Relationship ManagementMonth\Week Week1 Week2 Week3 Week4
AprilStory:Alien FootprintFamily Tour (Work time)
Re-Design WebsiteFB: Science quiz-Check-in-Horoscope-e-mail
Prepare content for Facebook-Horoscope-e-mail
-Horoscope-e-mail
Blog contest-Check-in-Horoscope-e-mail
May-Beauties in Bangkok -Outer space meeting
FB: Science quiz-Check-in-Horoscope-e-mail
-Check-in-Horoscope-e-mail
-Check-in-Horoscope-e-mail
Blog contest-Check-in-Horoscope-e-mail
June-Beauties in Bangkok -Outer space meeting
FB: Science quiz-Check-in-Horoscope-e-mail
-Check-in-Horoscope-e-mail
-Check-in-Horoscope-e-mail
Blog contest-Check-in-Horoscope-e-mail