social media for museums

Social Media for Museums

Tactics and Trends

Top 5 Websites 2011

• Google 900million• Facebook 700million• Yahoo 500million• YouTube 450million• Wikipedia 350million

If facebook were a country it would be the third largest in the world.

What is social media?Social media in plain english

Social Media is like word of mouth on steroids

Why are you using it?

81% of companies using social media don’t have a

clear aim

Define Your Purpose

• Marketing

• Advertising

• PR

• Customer Relationship Management (CRM)

• Research

What question are you asking?

How will you know you’ve achieved

your objective?

What question are you asking?

• Marketing – measured in visitor figures

• Advertising – measured in transactions

• PR – measured in press coverage (online or print)

• Customer Relationship Management (CRM) – measured in responses/views

• Research – specific criteria for the project

Who is involved?

1 9 90 Principle

• 1% of users are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of new content, threads, and activity.

• 9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch.

• 90% of users are the “audience”, or lurkers. The people tend to read or observe, but don’t actively contribute.

Initial Discussions

• Marketing

• Web designers

• Curators

• Front of house

• Learning

• IT/HR

What is your response time?

Response time

• Engineer projects to suit your response time or appoint volunteers or emerging leaders

• Use technology that’s fast to access and part of your everyday tasks

• Hootsuite enables you to schedule your tweets when you have time

What’s your plan?

Strategy and Guidelines

• Objectives• Dialogue – tone, appropriateness• Interaction – regularity, type• Guardianship• Next steps• Review of strategy• http://www.slideshare.net/peerlawther/

social-media-practicalities-3074844

Appeal to the Brand of Me

“If I buy from you it’s not because I like you

but because I like myself. Being associated

with your brand/museum/knowledge has

contributed to my positive view of myself,

a view shared by my friends”

Think of association rather than loyalty.

The Social Media Party

1. Listen and learn before you act

2. Facilitate conversation, don’t dominate

3. Actively converse when you have the confidence

Party Pals on Twitter

• Peerlawther (social media expert for museums)• Tumshie (head of digital media, national

museum of scotland)• Katybeale (Innovation, interaction & audience

development for culture, creative and heritage sectors.)

• Seb chan (powerhouse museum)• Mashable (updates on social media

developments) • Getambition (arts council)• Brooklynmuseum• Tate

Case Study – I Woz Ere

Brief: Use digital media to engage young

people with the work of George Shaw

for the forthcoming exhibition I Woz Ere

Ideas

• Use social media network “flickr” – publish a variety of Coventry landscapes inspired by George’s work

• Book – produce a book of photos inspired by his influences (music and film)

• Work with people who are already working with us to create content which online users can add to

Soundtrack of Our Lives

“In 25 years time, you will look back on this

period of your life in Coventry. What places

would you remember? Photograph

these. Imagine you are walking around

Coventry listening to music, what would you

be playing in the place you have

photographed?”

Getting Involved - Session 1

• Introduction to George Shaw – watch a short video to explain his work

• Music and Image Quiz – match the music to the type of film

• Group work - Plan a walking route around Coventry

• Take photographs en route

Getting Involved - Session 2

• Download and critique photographs from session 1

• Photoshop overview – cropping, colour correction, using filters and layers to produce effects

• Select music to go with photos using YouTube

Getting Involved – Compiling the Book

• Compile the book using blurb Booksmart (free software)

• Checking names, track titles• Second check is completed by another member

of staff• Upload book and order a proofing copy• Images uploaded to flickr as a set, and also via a

new flickr group on the Herbert account• Book launch planned

Generating Content on Flickr

• Attend meetings with local schools to explain the project

• Plan school visits to the exhibition

• Provide materials for art teachers to use

• Flickr site goes live when exhibition starts

• Site promoted via our website, facebook and twitter to generate new content

Accompanying Track: Waiting for the World to Change by John Mayer

“Me and all my friends We're all misunderstood They say we stand for nothing and There's no way we ever could”

Accompanying Track: Underneath This Lamppost Light by The King Blues

“We'll walk through the city at night, And talk about what holds no relevance, Swaying and stumbling with my arm around yours”

Accompanying Track: Rolling in the Deep by Adele

“The scars of your love remind me of us,They keep me thinking that we almost had it all.The scars of your love, they leave me breathless,I can't help feeling, we could have had it all, ”

Accompanying Track: Every Teardrop is a Waterfall by Coldplay

“I turn the music up, I got my records on From underneath the rubble sing a rebel song Don't want to see another generation drop I'd rather be a comma than a full stop”

Maximising impact

• Book – use a launch to invite VIPs to showcase Herbert Media work, celebrate with the contributors. Maximise Turner Prize nomination to entice VIPs to buy the book (not for profit), book includes exclusive content from George Shaw.

• Use free software, so young people can continue to make books at home.

Maximising content

• George Shaw donated a prize – a watercolour worth £10,000

• Flickr site now used as a mechanism for competition entries

• Marketing team to promote via a media campaign – newspapers, radio coverage

Additional Social Media Tools

• Getting Involved participants produce a blog to chart their progress on the project

• Schools use their current flickr sites (for each year group) to upload content giving a broader reach

• Herbert Media communicate with participants via our facebook page about the course and book launch

Predicted Trends - 2011

Home page will be a social network profile page

Community Management

You will need to engage your community

Social media will be mobile

Personal communications will be mobile for most people

Search will be real time

Web blogs, social networks – google will direct you to whose

talking now

Any questions?