Rosie Clarke, Culture24
Social media – who should I be talking to and how?
Your marketing objectives
• Community outreach• Engagement• Humanise your institution• Touchpoints, shared stories
Audience
• Same as real world• More frequent contact• Experimentation• Slow growth• Ask them!– Towner Connect10 audience suggestions
Let’s Get Real report
• Priorities– 1) Fix SEO– 2) Mobile-optimised website– 3) Social media
Questions to consider
• What’s right for you?• What can you manage – resources needed?• Who will do it?• Frequency – schedule?
What makes good content?
• Visual – images• Quirky / random• Unexpected
- custodians• Storytelling• Remarkable
The Horniman’s Cheese Horse
• Photo• Twitter• Unboxing video• Puns• Pinterest• Cheese carving• Answers
http://storify.com/HornimanMuseum/cheese-horse
Storify
Blogging
• Easy to update yourself• Permanent record of ephemeral social media– Storify
• Share a journey• Guest posts – different audiences
Scheduling
• Friday fact• Object of the week• Lists – top tens• How to …• Resources• Tips from …• Interview with …
• Tone of voice• Immediate• Can share images, video, have conversations– @– .@– RT– MT– #ff
• Algorithm changes – only 16% will see– Recency– Frequency– Popularity
• Time of day – outside work hours
• Private sharing
Fabricaon Facebook
Images
• Flickr changes• Instagram• Instagram / Twitter changes• More likely to be clicked • Most blog traffic via
Google image search• High-res media image library
Discover more
Tumblr
• Immediate shares• Young demographic• Professional?
Video
• YouTube most popular, good SEO• Interviews• Vox pops• Curator’s Choice• Unboxing
• http://www.youtube.com/watch?v=knG6yZ5_aE0
Google+
Challenges
• Monitoring and controlling• Management buy-in• Updating too much / not enough• Begging • How to respond? Transparency• Abruptly stopping
Growth• Your team are your best advocates• Email signatures, LinkedIn, business cards• Online signup• Competitions• Social proof
Thanks very much!
Rosie [email protected] 623336
http://museumsatnight.wordpress.com
@rosieclarke@museumsatnight@culture24
