Engaging Visitors with Social Media

+

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:

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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


Average viral views rise from 1 to 10


Facebook insights


Yes, based on other similar organizations


Word of mouth marketing


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


20% increase in applicants attracted through social media method


Applicant #s; ask how did you hear question on application


Yes, not currently doing social media outreach


Enrollment is down, especially in these target audiences


Incoming class of 2014


+

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






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?


+

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

Facebook

Flickr

Foursquare

Instagram

Pinterest

Tumblr

Twitter

Vine

YouTube

+

Facebook

Twitter

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

Facebook

Twitter

Pinterest

Instagram

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?


+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



+

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


+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


+

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?


+Platforms

+Twitter

+Pinterest

+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

Facebook

Twitter

Instagram*

Pinterest

YouTube

Flickr

Tumblr

*Note: No federal-compatible Terms of Service yet Approved Terms of Service agreements: http://ow.ly/irTKC


+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

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?

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+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)?


+

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)


+

Effort

GoalsMaking the most of the

time and human resources you put towards social media

Evidence:Are you being efficient

and effective?


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)


+The Relationship Onion


+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?


+#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


But text posts get the most comments (followed by photos)


Photos dominate shares, followed by videos.


Content posted later in the day (ET) gets more likes and shares. Likes peak at 8pm.


Shares peak around 6pm ET.


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?

+Vine (6 second tweetable videos)

http://vine.co/v/bHMKrh2JgYv

+Indiegogo (Crowdfunding)

+Google+ Hangouts (live video events)

+Wikipedia Citation Code

Source: Fresh + New(er)

+Tumblr

+Reddit

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


+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


+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


+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)