Engaging Visitors with Social Media

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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? These four key questions were explored during the Engaging Visitors with Social Media workshop I presented at the IMLS WebWise Conference (March 6, 2013). Participants saw and heard about: Inspirational case studies from inside and outside the museum and library sectors Pursuing marketing, education, crowdsourcing, and advocacy goals through social media Organizational models for social media management Optimizing social content through data analysis Taking your efforts to the next level with a paid-earned-owned mix of activities We discussed and brainstormed about: Defining the value and goals of social media for your organization Identifying desired outcomes Setting the right tone and voice for your organization Overcoming fear and risk-aversion Hands-on activities helped us explore: How content goes viral Connecting social tools to organizational strategy and capabilities Determining which social media platforms are right for your target audiences and goals Platforms covered included: Facebook Twitter Instagram Pinterest Wikipedia Vine

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  • 1.+#WebWiseSocialEngaging Visitors with Social Media Dana Allen-Greil (@danamuses) IMLS WebWise March 2013

2. +Key questions What outcomes are you hoping to achieve with social media? Areyour 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? 3. +By the end of this workshopyou will be able to: 432Analyze and optimize yourCreate a social mediameasurementefforts1Outline aplan that social media maps to yourDefine contentSMART goalsSMART goalsstrategyfor your orgssocial mediaefforts 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. 5. +Social media is 6. +Part of your organizations online ecosystemYourwebsite(s)Your blog andsocial mediaaccounts (Photos, blog posts, YelpPublic user- reviews, YouTubegenerated videos,Foursquare posts, tweets, Facebookcontentcheck-ins)Private user-(Private statusgenerated updates, email messages)content 7. Active Scalable Real-time TransparentIm/permanent Mobile 8. ShowShare ConnectBuildDiscuss Interactcommunity PublishCrowdsource CollaborateCo-createEmpowerMentor 9. + Broadcast Engagement In the Now, these services are past, information, image, a increasingly recognized as nd video-sharing sitesways to encourage and were regarded primarily assupport visitor broadcast mechanisms forengagement. museum exhibitions and programming.Showcase digital collections/content on socialmedia sites and engage with user-generatedcontent and comments.Recommendation from the NMC Horizon Report: 2012 Museum Edition 10. +Citizens overwhelmingly voiced theirwish for a straightforward one-wayconduit of information, and specificallyone that did not require any kind ofparticipation on their part. 11. + 1What outcomes are you hoping toachieve with social media? 12. +Strategy 13. +Strategic planning resources: Digital EngagementFrameworkdigitalengagementframework.com TheNonprofit Social MediaDecision Guideidealware.org/reports/nonprofit-social-media-policy-workbook 14. Source: digitalengagementframework.org 15. + 16. + 17. +Types of Goals Marketing Advocacy Education Crowdsourcing 18. + Awareness: Elevatethe awareness of your brand or offering Customer Service: Caterto the needs of your constituents, for support orMarketinggeneral relationship management Sharing: Informcitizens of public services through social contentInspired by: Spredfast Social Media Planning Guide and HowTo.gov 19. + Sharing Respond,collaborate andcreate with constituents toimprove services CommunityBuilding Foster engagement andAdvocacydialogue to build acommunity of supportivefans who develop arelationship with you Inspired by: Spredfast Social Media Planning Guide and HowTo.gov 20. + Socially-ConstructedLearning Ourunderstanding ofcontent is sociallyconstructed throughconversations about thatcontent and throughEducation interactions with others. Listen (learning is a two-way street!) Observe,analyze andunderstand what citizensare sharing to improvepublic servicesInspired by:Brown& Adler, Minds on Fire; Ala-Mutka, Learing in OnlineNetworks and Commnities and HowTo.gov 21. + Offeran opportunity forsomeone to dosomething more thanconsume information. meaningfulways forindividuals to engage withand contribute to publicCrowdsourcing memory.Trevor Owens, Digital Cultural Heritageand the Crowd, Curator (2013) 22. +Why Wasnt I Consulted?The Fundamental Question of the Web Humans have a fundamental need to beconsulted, engaged, to exercise their knowledge(and thus power), and no other medium that camebefore has been able to tap into that as effectively. Ifyou tap into the human need to be consultedyou can get some interesting reactions. Hereare a few: Wikipedia, YouTube, Quora, Ebay, Yelp, Flickr, IMDB, A mazon.com, Craigslist, every messageboard or site with comments[excerpted]Paul Ford, as quoted in Trevor Owens, Digital Cultural Heritage and the Crowd,Curator (2013) 23. +Mapping Goals to MetricsBased on excerpts from Tate Social Media CommunicationStrategy (2011-2012)Goal MetricEngage current audiences inIncrease the number of peopleinnovative ways and build newengaging with Tates social media.online communitiesDirect traffic to the Tate website Increase referral traffic to Tates 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 Measure audience advocacy (i.e. thefor Tate number of people re-tweeting, liking or sharing content).Build developmental audiencesAnalyse the demographics of social(youth/family, local, educators) media users wherever possible. 24. +ActivitySelect a goal and make it SMART 25. ExampleYour GoalEncourage more youth aged 16 to*22 to volunteer.Specific Well recruit at least 5 more 16 toS How will you know youve succeeded in22 year olds.your goal?MeasureableIncrease in # of 16-22 year oldsM How will you measure your success? who say they found us on social media channels.Achievable Last year we recruited 2 new teens,A Are your specific benchmarks realistic so this increase seems reasonable.compared to past results?Relevant We rely heavily on youth volunteersR Why does this matter to your to staff our activity rooms.organization?Time-Based By the end of the year.T Over what time frame will you achievethis goal? 26. St. Marys County Public Libraries, Youth Services/Social MediaYour GoalIncrease viral views on Facebook*Specific Average viral views rise from 1 toS How will you know youve succeeded in10your goal?MeasureableFacebook insightsM How will you measure your success?Achievable Yes, based on other similarA Are your specific benchmarks realistic organizationscompared to past results?Relevant Word of mouth marketingR Why does this matter to yourorganization?Time-Based 1 yearT Over what time frame will you achievethis goal?Source: Participants in 3/6/2013 workshop 27. University of North Texas College Library MLS Degree ProgramYour GoalImprove recruitment efforts for MLS*program; broader/more diverse/younger audienceSpecific 20% increase in applicantsS How will you know youve succeeded inattracted through social mediayour goal? methodMeasureableApplicant #s; ask how did you hearM How will you measure your success? question on applicationAchievable Yes, not currently doing socialA Are your specific benchmarks realistic media outreachcompared to past results?Relevant Enrollment is down, especially inR Why does this matter to your these target audiencesorganization?Time-Based Incoming class of 2014T Over what time frame will you achieve Source: Participants in 3/6/2013 workshopthis goal? 28. + YourSMART goal does not need to include specificity about HOW you will do this. YourSMART goal focuses on the resultsNote:you want to see, when, and why. 29. Your Goal*SpecificS How will you know youve succeeded inyour goal?MeasureableM How will you measure your success?AchievableA Are your specific benchmarks realisticcompared to past results?RelevantR Why does this matter to yourorganization?Time-BasedT Over what time frame will you achievethis goal? 30. Ongoing Goals Campaign-Specific Goals Keep your supporters updated Build excitement prior to an event Disseminate information about Make an event accessible onlinea topic Build a community around an Build a community around aeventtopic Get people to take a particular Brand your staff as experts action Get constituents to talk to one Gather photos and videos fromanother supporters Understand what people are Recruit new members or patronssaying about you Solicit donations Get feedback Recruit volunteers Connect with other like-minded Support a particular group oforganizations members, volunteers, etc. Develop relationships with atarget audienceInspired by: The Nonprofit Social Media Decision Guidec 31. Source: digitalengagementframework.org 32. +ValuesWhat do we stand for?What are our guidelines and principles?How would you describe the personality of yourorganization or social media efforts? Inspired by: digitalengagementframework.org 33. +AmbitionWhat do we want to be known for?What might you want your audience to say about how yourprogram impacted them?Inspired by: digitalengagementframework.org 34. + 2Are your social media practicesengaging online communities to theirgreatest potential? 35. +The 3 Elements of Social Media Success Social Media Community MeasurementManagement Content CreationSource: Know Your Own Bone (colleendilen.com) 36. + Facebook Flickr Foursquare InstagramPlatformLineup Pinterest Tumblr Twitter Vine YouTube 37. + Arts OrganizationsLibraries 0 20 40 60 80100 99Facebook 89 74 Twitter 46 67YouTube 38 38 Flickr35Sources: Arts Organizations and Digital Technologies, Pew Internet (2013); Social Media, Libraries, and Web 2.0 (2012) 38. + Percent of Internet Users Who Use: 02040 60 80 100Any social networking site 67Facebook 67 Twitter16 Pinterest 15 Instagram 13 Tumblr6 Source: The Demographics of Social Media Users, Pew Internet (2013) 39. +Audiences 40. +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 41. +AudiencesWho do you currently reach and/or serve well?Who are you not reaching and/or serving well?Inspired by: digitalengagementframework.org 42. +ActivityWho are your audiences for yourSMART goal? 43. +Who do you want to reach? Volunteers Seniorcitizens Families PartnersPotential donors MembersEventattendees PressExpertsStudentsYouth Visitors 44. + 45. +ActivityAudience member socialnetworking profile 46. +NameAgeBioInterestsSocialnetworksTechnology Inspired by: