Engaging Visitors with Social Media

+

#WebWiseSocial

Engaging Visitors with Social Media
Dana Allen-Greil (@danamuses)
IMLS WebWise
March 2013

+
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?

+
By the end of this workshop
you will be able to:
4
3
2 Analyze and
optimize your
Create a social media
measurement efforts
1 Outline a plan that
social media maps to your
Define content SMART goals
SMART goals strategy
for your org‟s
social media
efforts

+
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.

+
Part of your organization‟s online ecosystem
Your
website(s)
Your blog and
social media
accounts
(Photos, blog posts, Yelp
Public user- reviews, YouTube
generated videos,Foursquare
posts,
tweets, Facebook

content check-ins)

Private user-(Private status
generated updates, email
messages)
content

Active Scalable

Real-time Transparent

Im/permanent Mobile

Show Share Connect

Build
Discuss Interact
community

Publish Crowdsource Collaborate

Co-create Empower Mentor

+
Broadcast
Engagement
 In
the  Now, these services are
past, information, image, a increasingly recognized as
nd video-sharing sites ways to encourage and
were regarded primarily as support visitor
broadcast mechanisms for engagement.
museum exhibitions and
programming.

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.”

+

1
What outcomes are you hoping to
achieve with social media?

+
Strategic planning resources:
 Digital
Engagement
Framework

digitalengagementframework.com

 TheNonprofit Social Media
Decision Guide

idealware.org/reports/nonprofit-
social-media-policy-workbook

Source: digitalengagementframework.org

+
Types of Goals

Marketing Advocacy Education Crowdsourcing

+  Awareness:
 Elevate the awareness of
your brand or offering

 Customer Service:
 Cater to the needs of your
constituents, for support or
Marketing general relationship
management

 Sharing:
 Inform citizens of public
services through social
content
Inspired by: Spredfast Social Media Planning Guide and HowTo.gov

+  Sharing
 Respond, collaborate and
create with constituents to
improve services

 Community Building
 Foster engagement and
Advocacy dialogue to build a
community of supportive
fans who develop a
relationship with you

Inspired by: Spredfast Social Media Planning Guide and HowTo.gov

+  Socially-Constructed
Learning
 Our understanding of
content is socially
constructed through
conversations about that
content and through
Education 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

+  Offeran opportunity for
someone to do
something more than
consume information.
 …meaningful ways for
individuals to engage with
and contribute to public
Crowdsourcing memory.
Trevor Owens, “Digital Cultural Heritage
and the Crowd,” Curator (2013)

+
Why Wasn't I Consulted?
The Fundamental Question of the Web

 “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.
 Ifyou 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, 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)

+
Mapping Goals to Metrics
Based on excerpts from Tate Social Media Communication
Strategy (2011-2012)
Goal Metric
Engage current audiences in Increase the number of people
innovative ways and build new engaging with Tate‟s social media.
online communities
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 Measure audience advocacy (i.e. the
for Tate number of people „re-tweeting‟, „liking‟
or „sharing‟ content).
Build developmental audiences Analyse the demographics of social
(youth/family, local, educators) media users wherever possible.

+
Activity
Select a goal and make it SMART

Example
Your Goal Encourage more youth aged 16 to
* 22 to volunteer.
Specific We‟ll recruit at least 5 more 16 to
S How will you know you‟ve succeeded in 22 year olds.
your goal?

Measureable Increase in # of 16-22 year olds
M 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 volunteers
R 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 achieve
this goal?

St. Mary’s County Public
Libraries, Youth Services/Social
Media
Your Goal Increase viral views on Facebook
*
Specific Average viral views rise from 1 to
S How will you know you‟ve succeeded in 10
your goal?

Measureable Facebook insights
M How will you measure your success?

Achievable Yes, based on other similar
A Are your specific benchmarks realistic organizations
Relevant Word of mouth marketing
R Why does this matter to your
organization?

Time-Based 1 year
this goal?
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
Specific 20% increase in applicants
S How will you know you‟ve succeeded in attracted through social media
your goal? method

Measureable Applicant #s; ask how did you hear
M How will you measure your success? question on application

Achievable Yes, not currently doing social
A Are your specific benchmarks realistic media outreach

Relevant Enrollment is down, especially in
R Why does this matter to your these target audiences
organization?

Time-Based Incoming class of 2014
this goal?

+  YourSMART goal does
not need to include
specificity about HOW
you will do this.
 YourSMART goal
focuses on the results
Note: you want to
see, when, and why.

Your Goal
*
Specific
S How will you know you‟ve succeeded in
your goal?

Measureable
M How will you measure your success?

Achievable
A Are your specific benchmarks realistic

Relevant
R Why does this matter to your
organization?

Time-Based
this goal?

Ongoing Goals Campaign-Specific Goals
 Keep your supporters updated  Build excitement prior to an event

 Disseminate information about  Make an event accessible online
a topic
 Build a community around an
 Build a community around a event
topic
 Get people to take a particular
 Brand your staff as experts action

 Get constituents to talk to one  Gather photos and videos from
another supporters

 Understand what people are  Recruit new members or patrons
saying about you
 Solicit donations
 Get feedback  Recruit volunteers
 Connect with other like-minded  Support a particular group of
organizations members, volunteers, etc.
 Develop relationships with a
target audience
Inspired by: The Nonprofit Social Media Decision Guidec

+
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?


+

2
Are your social media practices
engaging online communities to their
greatest potential?

+
The 3 Elements of Social Media Success

Social Media Community
Measurement Management

Content Creation

Source: Know Your Own Bone (colleendilen.com)

+  Facebook

 Flickr

 Foursquare

 Instagram
Platform
Lineup  Pinterest

 Tumblr

 Twitter

 Vine

 YouTube

+ Arts Organizations Libraries
0 20 40 60 80 100

99
Facebook
89

74
Twitter
46

67
YouTube
38

38
Flickr
35

Sources: “Arts Organizations and Digital Technologies,” Pew Internet (2013); “Social Media, Libraries, and Web 2.0” (2012)

+ Percent of Internet Users Who Use:
0 20 40 60 80 100

Any social networking site 67

Facebook 67

Twitter 16

Pinterest 15

Instagram 13

Tumblr 6

Source: “The Demographics of Social Media Users,” Pew Internet (2013)

+
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?


+
Activity
Who are your audiences for your
SMART goal?

+
Who do you want to reach?

Volunteers Senior
citizens

Families Partners

Potential
donors

Members Event
attendees

Press Experts

Students

Youth

Visitors

+
Activity
Audience member social
networking profile

+

Name

Age

Bio

Interests

Social
networks

Technology


Engaging Visitors with Social Media

 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
Questions to toward our goal?
ask yourself  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 service
Especially 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…
 …butwhat about influential
bloggers, Pinners, tweeters, etc?

+
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?

+ Outreach

.
How will
we
connect
with the
audience?

Asset Audience

.
How will
we make
the asset
engaging?

Engagement Inspired by: digitalengagementframework.org

+ Outreach Engagement
Determine your Try to make your
audience, where they target audience
can be reached and enthusiastic about
which assets you will one or more of your
assets.
use to connect with
them there. How can you turn
them into advocates
Think online and so they share their
offline. enthusiasm with
others?


+  Where does this
audience go (online and
offline)?
 Which asset might this
audience be most
Questions to interested in?
ask
 How will you use the
asset to connect with
the audience?


+
Getty Museum
Write the Opening Line to Vermeer‟s “Lady in Blue”

Source: The Getty Iris

+
Tumblr + Twitter

Source: NYPL Tumblr

+
Activity
What platforms will you use to
help achieve your SMART goal?

+
Platforms
Platform Priority What will you do on
(high, medium, low) 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


+
Activity
Write down a joke, anecdote, trivia
fact, etc.

+
Activity
If 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: Nonprofit Marketing Guide

+
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.
 Contentthat 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:

 Whatdo people want to know? What
motivates them?
 Howcan 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 responsibility

Inspired 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 Message Link Image
(EST)
3/6 6pm Hot off the press! Slides from http://danamus.es
WebWise #socialmedia
workshop

+
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?
 Itshould 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

+
Activity
Create 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 possible
 This is true for Facebook ads, especially.

 Twitter,Pinterest, etc. users are used to
linking off the site

+

3
How do you know if you are
achieving your goals?

+
Two Models

Avinash
Little Old Me
Kaushik
• Conversations • Influence
• Amplification • Engagement
• Applause • Relationships
• Effort

+
AvinashKaushik
Conversation, Amplification,
Applause

+
Conversation Rate

#of Audience Comments (or Replies) Per
Post
 “A highconversation 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)
 Measurewhat pieces of content (type) cause.
Understand times and geo location, etc.
 Do more of that!

+
Applause Rate

# of Favorites Per Post
# of Likes Per Post


+
Conversation, Amplification, Applause
Truesocialmetrics.com

+ Influence, Engagement, R
elationships, Effort
Twitter for Museums
“Measuring, Analysing, Reporting”

+  Goals:
 Awareness
 Message amplification
 Reach
 Visibility

 Evidence:
Influence  Are you generating buzz?
 Building brand
awareness?

Source: Twitter for Museums

+  Goals:
 Conversation
 Exchange
 Interaction
 Participation

 Evidence:
Engagement  Are you being a good
conversationalist?
 Are you collaborating with
your audiences?
 Are you answering their
burning questions (or they
yours)?

+  Goals:
 Loyalty
 Satisfaction
 Being human

 Evidence:
 Are you building
Relationships relationships with key
audiences?
 Are you able to solve
problems and satisfy
people (not just your
followers)


+  Goals
 Making the most of the
time and human resources
you put towards social
media

 Evidence:
Effort  Areyou being efficient and
effective?


Example Goals Example Measurements
Influence •Build awareness •Followers
•Establish yourself as an expert on a •Retweets
topic •Clicks (Web traffic)
•Disseminate news
•Drive traffic to your website or blog
Engagement •Elicit feedback •Mentions
•Collaborate with your audiences •Replies/comments
•Pick up new ideas •Conversation ratio
•Foster appreciation of your collections (mentions:posts)
•Provide answers •Behavior of Web visitors
•Shape the conversation from social sites
Relationships •Convey that the museum is •Sentiment
approachable and accessible •Recommendations/lists
•Share your museum‟s #1 asset: the •Favorites
smarts and passion of your staff •Unfollows
•Build better relationships with key •Anecdotal evidence
audiences
Effort •Increase efficiency and effectiveness of •Time spent on new content
staff time spent •Time spent engaging with
followers
•Output (total
Source: Twitter for Museums posts/responses)

+
The Relationship Onion


+
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

 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

+
Activity
Jot down a few kinds of metrics
you‟d like to gather for your SMART
project or your social presence in
general

+
HowTo.gov Framework
 Breadth  Return Community
 Community Size
 Community Growth  Customer
 Depth
Experience
 Sentiment
 Conversions
 Indicators
 Viewing
 Survey Feedback
 Direct Engagement
 Campaigns
 Engagement Volume
 Engagement  Strategic Outcomes
Responsiveness
 Loyalty

+
A word of caution: be human

 JosephJaffe, president of new media shop
Crayon, warns of the danger in looking at
your social strategy as a checklist:
 “Thiscan 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?
 Ifyou 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

 Whatare 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?
 Whoanalyzes 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

+ MCN Pro Workshop
Social Media
Engagement: Defining &
Measuring Success
Wednesday, May 8th, 2013
11:30 am - 2:00 pm EST
Shout out
http://mcnpro.org/sessions/work
shop-3/

Presenters: Jane Finnis and
Sebastian Chan

+

4
How can you take your social media
initiatives to the next level?

+

Photos perform best on
Facebook
Get the most total likes, comments, shares

Photos and videos are king
 56% 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
On Pinterest, use:

 High quality images

 Compelling, original images

Source: Curalate

+
Content Analysis
Review all of your content analytics by month or quarter and
analyze commonalities between un/popular content
 Twitter:
 Most/Least:
 Retweeted
 Clicked
 @Replied
 Favorited

 Facebook:
 Most/Least:
 Likes
 Comments
 Shares

 Ratios: % of fans engaged with each content type

+
Not all metrics are created equal
You should weight metrics based on your goals

 Creating advocates?
 Shares and retweets are your most valuable metrics
 Engaging in dialogue with a community
 Comments and @replies are most valuable metrics
 Reach?
 Page likes and followers are most important metrics

+
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

 Includeboth follow and sharing type buttons
on your website
 Make sure they show up on your mobile site

+
Segmentation

 Wheneverpossible, avoid forcing your fans to
see messages that aren‟t relevant to them
 ForTwitter ads, you can segment by location,
interests, etc.
 Don‟tforce 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

+  Audiences:
 How is our target audience
using this platform?

 Content:
Key Questions
 How easy will it be for you
for New to produce the necessary
Platforms 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)

+
Indiegogo (Crowdfunding)

+
Google+ Hangouts (live video events)

+
Wikipedia Citation Code

Source: Fresh + New(er)

+
Reddit

Source: danamus.es

+
Contractor

Cross-
Beat reporter Models departmental
team

Dedicated
staff
coordinator

Source: Museums and the Web 2011

+

Centralized Distributed

 Objectivity  Closer to subject matter
 Sustainability and expertise
commitment  More and varied
perspectives
 Deep knowledge of toolset
 Empowering more
and opportunities
individuals can lead to faster
 Cohesiveness and voice response to timely events
 Evaluation and  Can handle more platforms
optimization and higher number of posts
 Con: No one takes
responsiblity


+
Center-Edge Model

 Center is a small group of experts that:
 Ratify, communicate, and commit decisions
 Make decisions and implement policy-making,
training, and oversight
 Help Edges connect with each other

 Transparency and collaboration critical
 Mustbreak through traditional layers of
review
 Empower those closest to the content

+
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:
 tools
 multimedia production
 technical and editorial process

 Also about
 museum communications strategies
 clear and concise writing
 how to make judgment calls about appropriateness
for audience, mission, and values of the
organization

+
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

 DefiningOpen Authority
(historyqt.tumblr.com)
 @MarDixon(mardixon.com)

 Open Objects (openobjects.blogspot.com)

Engaging Visitors with Social Media

Related slideshows

More Related Content

Engaging Visitors with Social Media

Editor's Notes