eMarketing: be heard online

an eMarketing workshop designed for the Highland Museum Forum

Today’s Workshop consists of…

• Introduction to the World Wide Web

• Where to Start with Website Development

• Website Design with Impact

• Getting Seen: Search Engine Optimisation

• Using Social Media and Networks

• Effective Email Campaigns

• Insights into Analytics

This workshop is Powered by HI-Arts

A Global Village

What is the Internet?

The world wide interconnection of individual networks operated by governments, industry, academia and private parties.

Date Number of Users % of World Population

December 1995 16 million 0.4%

March 2000 304 million 5.0%

December 2005 888 million 13.9%

December 2008 1,574 million 23.5%

December 2009 1,802 million 26.6%

September 2010 1,971 million 28.8%

Interactive

Collaborative

Frequently updated

User controlled

Passive

Static

Rarely Updated

Webmaster controlled

Latest developments

Getting Started: Website Development

Thinking Caps On…Thinking Caps On…

• How do you envisage your website?

• What do you hope to achieve with your website?

• Who do you want to visit your website?

In other words what are your…

VISION, AIMS, & AUDIENCE

Exercise One

Workbook: ‘Vision, Aims, Audience’

Vision

What do you want your visitors to think of you?

What is the lasting impression you want to leave with your visitors?

What are the long-term aspirations of your website?

Conveyed through good website development & design

Aims

What is it you want your visitors to do on your website?

What do you want to achieve through your website?

Conveyed through good website design

Audience

Who are you wanting to attract to your website?

Why should they visit your website?

Where are they coming from?

Conveyed through good website

promotion & use of analytics

What makes a good website?

Brand Key elements

Little touches

Ease

Capture and communicate the value and benefit your providing visitors.

Make an immediate connection when visitors enter your site.

Be consistent with your overall brand and communications.

Create a beautiful, professional and highly- functional experience.

Your Brand needs to…

What elements define your website?

• Calendar of exhibitions, events, activities

• Photo galleries

• Blogs

• News

• Social media content

The key elements of your website carry its success.

The key elements…

• The Navigation Structure

• Font Selection

• Creative Copy

• Image selection and editing

• Icons

The little touches that have high impact.

What separates your website from everyone else’s?

The little touches…

User Ease

Organised and intuitive navigation structure.

Multiple ways to access one piece of information.

Making it easy for your visitors and for yourself.

Manageability

A Content Management System

Ability to make changes and updates without the need of an IT expert.

Is it Easy…

What do you want your website say about you?

http://www.aucklandmuseum.com/

http://thm.group.shef.ac.uk/index.shtml

Exercise two

Workbook: ‘Your Website Now’

What online elements work really well for your web visitors?

What would you change about your website now?

Exercise two

What first impression will your website make?

Content management systems

What is a content management system?

CMS is a tool that enables a variety of technical and non-technical staff to create, edit, manage and finally publish a variety of content, whilst being constrained by a centralised

set of rules, processes and workflows that ensure coherent,

validated electronic content.

Open Source CMS Solutions

Benefits of Using a CMS

• You don’t need to understand or know any HTML coding.

• Maintenance is decentralised.

• Site structure and design can be easily changed.

• Navigation is automatically generated.

• You can configure access and restrictions.

• Access to dynamic content.• You have control.

http://www.guggenheim.org/

It takes less then 10 Seconds to grab peoples attention

Less if your website takes 4 seconds to download

Next Step: Effective Website Design

AIDAs Attention

Interest

Desire

Action

satisfaction

Attention

Be HonestRelevantTasteful Clear

Make a statementMake an offeringAsk a questionTell them something

Interest

Why should I

stay?

Desire

Appeal to

personal needs

and wants

Action

Book for an Event

Sign up for a Newsletter

Buy a product

Recommend to a friend

Puts audiences at the heart of what you do

A tangible experience

Providing relevance

Remaining true to your word - both in the online and offline world

SAtisfaction

Some Examples…

Consider…Where or What is your attention drawn to?

Is this a good thing?

What has interested you about this website?

What do you think makes this an effective/ ineffective website?

What impression do you have of the museum and the museum team?

Do you want to visit this museum yourself?

http://www.museums.norfolk.gov.uk/

http://www.aviation-museum.co.uk/

http://www.heritage-museum.org/wp/

http://www.thornburymuseum.org.uk/

Segment and Target

Disseminate Information

Sign up to Mailing List

Group visit the Museum

What do your visitors want?

International Tourists

Local Residents

Secondary Schools

What’s On, Directions, Local Information

Upcoming events, Local news, Offers

Day Trips, Workshops, Tours, Educational

Value

Exercise three

Workbook: ‘Matching Audiences and Offerings’

Essential elements for top websites

• Good Visual Design

• Thoughtful Interface

• Primary Navigation

• Repeat Navigation

• Meaningful Content

• A solid ‘About’ page

• Contact Information

• Search Function

• Sign-up/ Subscribe button

• Sitemap

• Web optimised Images

• Statistics, Tracking and Analytics

• Establish trust

• Make life better in some way

• Offer a clean, simple and easy experience

• Avoid making the user think unnecessarily

• Look professional

• Clearly show your visitors how to accomplish their goals

• Help visitors find what they need

• And; Then ask them to take an action.

Great Website Rules

Be Seen: Search Engine Optimisation Search Engine Optimisation

• Do people know who you are well enough to search for you?

• Do Search Engines know you well enough to recommend you?

• What have you done to get noticed?

“If I built it, they will come”

So What is Search Engine Optimisation?

The process of increasing and improving the volume and quality of traffic to your website

through natural or organic searches.

A simple activity of ensuring your website can be found in Search Engines when people use words

and phrases relevant to what your site is offering.

Search Engine Spiders…

CONTENT

META TAGS

HEADINGS

IMAGES

LINKS

SITEMAPS

TITLE TAGS

Exercise four

Workbook: ‘What are my Keywords?’

keywords

1.Decide on your word mapping tool

2.Deciding on the right words to use

3.Grouping your keywords

1. Decide on your word mapping tool

http://adwords.google.com

2. Deciding on the right words to use

3. Grouping Your Keywords

Museums

Scotland

Heritage Museum

Highlands

Holidays in Scotland

Things to do in Scotland

Scottish Tourism

School Trips

School Heritage Trips

Museum Trips

Schools Learning

Exhibitions

Events

Showcases

Displays

4. Avoid ‘Keyword Stuffing’

Keyword Density

The Museum is ideally sited in the middle of the shoreline, and the museum has been visited by hundreds and thousands of people, including numerous school groups, since the museum opened in

1986. The entire museum is on one level and is an accessible venue for the disabled.

The museum tells fascinating stories which have been discovered around the area and has many museum artefacts on display. The museum also explores the remarkable geological and environmental circumstances of

the area.

The stories told at the museum are international: particularly involving Dutch, French, German and Danish history, so visitors from abroad are

particularly welcome.

This museum is a unique museum with helpful, friendly staff and an excellent museum gift shop that is well worth a visit.

Keyword Density formula

Number of times a Keyword or Phrase Occurs

Total Words

100( )X

= KEYWORD DENSITY

The Museum is ideally sited in the middle of the shoreline, and the museum has been visited by hundreds and thousands of people, including numerous school groups, since the museum opened in

1986. The entire museum is on one level and is an accessible venue for the disabled.

The museum tells fascinating stories which have been discovered around the area and has many museum artefacts are on display. The museum

also explores the remarkable geological and environmental circumstances of the area.

The stories told at the museum are international: particularly involving Dutch, French, German and Danish history, so visitors from abroad are

particularly welcome.

This museum is a unique museum with helpful, friendly staff and an excellent museum gift shop that is well worth a visit.

Keyword Density

10 SEO techniques all great websites should use#1 Title Tags

10 SEO techniques all great websites should use#2 meta Tags - Description

#2 meta Tags - keywords

10 SEO techniques all great websites should use#3 Proper use of heading tags

10 SEO techniques all great websites should use#4 Alt attributes on images

10 SEO techniques all great websites should use#5 Title Atttributes on links

10 SEO techniques all great websites should use#6 XML Sitemap

http://www.xml-sitemaps.com/

10 SEO techniques all great websites should use#7 relevant content

10 SEO techniques all great websites should use#8 Link Building

Build your links

Dear Ms. Alphabeth, [always use the person’s real name if you have it],I’ve greatly enjoyed looking through your museum website, especially the “Artefact of the Month” photos. I have a website on a related subject and I think it might be of interest to your readers. It’s “Museums in the Highlands”, this site provides a detailed lists of museums in the Highlands. The page is located at www.museumsinthehighlands.com [use the exact URL that you want the site to link to].I thought a good place on your site to link from would be on your “links” page, here: www.examplemuseumwebsite.com/links [use the exact URL that you hope the site will link from].Here is a description that you can use if you like:Museums in the Highlands The definitive list of Museums in the Highlands of Scotland. I hope you find this link appropriate and useful. We at Museums in the Highlands would certainly appreciate a link from your site. Please feel free to contact me with any questions.Sincerely,Margo MuseumWeb Marketing Manager, Museums in the Highlands[Use your full name, title, and if possible, use an email address from the site requesting the link.]

10 SEO techniques all great websites should use#9 Social media

10 SEO techniques all great websites should use#10 A Few SEO Tips

1. Ignore the Spam!

2. What are you waiting for?

3. They’ll come to you.

4. Flash = No SEO.

5. Keyword Competition.

6. Don’t ignore me.

Linking from Directories

http://www.museums.co.uk/

http://www.tripadvisor.co.uk/Attraction_Review-g188568-d319482-Reviews-Netherlands_Open_Air_Museum_and_National_Heritage_Museum-Arnhem_Gelderland.html

Lunch time…

What does a Museum do?And where does Social Media

fit in?

Content

Community Collective Intelligence

Collaboration

400,000,000 active users on Facebook

77% of active internet users read blogs

24 Hours of YouTube Videos viewed every

minute

Average of 250,000,000 Tweets a day

The Benefits of Social Media?

A Social Media Plan

• Stop, Look and Listen

• Goals

• Strategy

• Launch

• Monitor

Stop, Look and Listen

Goals

strategy

Case studies:

facebook

Manchester Museum

Brookyln Museum

The British Museum

Timespan

Case studies:

Twitter

Brooklyn Museum

Tate Museum

Hunter Museum

YouTube

5 ways for Museums to use YouTube

• Meet the artist, curator, historian etc.

• Ask people what they think

• A crowd-sourcing competition

• Extend the museum

• Be viral

Meet the Historian…

What do you think?

What is crowd sourcing?

Crowd-Sourcing

Extend the museum

Be viral

Blogging

• To build a base of regular readers, subscribers and visitors

• Human face for your business

• Engage with your readers

• Produce new content and SEO

• Traffic generator for your website

• A cost effective marketing tool.

Why do we use blogs?

• More than 133,000,000 blogs online

• 77% of internet users read blogs

• Two-Thirds of Bloggers are male

• 86% of people have been blogging for at least a year

• Personal Satisfaction = the measure of success

• The most common rate of updating is 2 to 3 times a week

• Bloggers participate in an average of 5 activities to drive traffic to their blog

• 58% say they are better-known in their industry because of their blog.

Some Blogging Statistics

Case Studies:

Blogs

http://www.brooklynmuseum.org/community/blogosphere/

http://blog.hertfordmuseum.org/

http://www.nmm.ac.uk/blogs/collections/

http://blog.aucklandmuseum.com/2010/07/the-food-is-free-in-scotland/

http://blog.britishmuseum.org/

http://blog.royalbcmuseum.bc.ca/2010/09/social-media-and-museums.html

Dealing with Social Comments

• Monitor online conversations.

• Be proactive.

• Acknowledge their point of view.

• Respond quickly.

• Don’t remove negative comments.

• Some comments do not warrant a response.

• All your fans and followers will see this too.

Launch

Monitor

Most Important!

In order to be successful on Facebook you need to think like a facebooker!

Don’t forget everything happens in in Real Time.

Keeping in Touch: Email campaigns

90% of people sent or received an Email. 75% searched for information on goods and services.

51% read or downloaded online news, newspapers or magazines

45% listened to web radio or watched web television

43% posted messages to chat sites, social networking and blogs

40% played or downloaded games, images, film or music

38% uploaded self created content to a website to be shared

32% looked for information on learning, education and training

21% sold goods or services over the internet

12% donated to charities online.

Office For National Statistics, Statistical Bulletin: Internet Access 2010

• Grow and expand your organisation.

• Communicate important news.

• Keeps you on the minds of potential audiences.

• Helps people get to know you in a light and informal way.

• Helps start conversations with your target audience.

Benefits of Email Campaigns

What should I share?• New products, events, services, activities • Discounts or special offers • Recommendations. • New partnerships or collaborations • Articles, blog posts and other information resources. • Exhibition, event, activity launches. • Surveys or requests of feedback.

Things to Watch Out ForThings to Watch Out ForSend emails in moderation

Have something valuable to sayAllow for people to Opt-in

Allow people to UnsubscribeDon’t send unsolicited mail.

Five Tips

1. Focus on one message

2. Customise your message

3. Include a call to action

4. Use a template

5. Watch your stats

Case studies:

Email campaigns

Ironworks

Frieze

GANE

Moray art centre

How can I create beautiful

email campaigns?

Pulling your strategy together

• What eMarketing tactics will you use

• How will you implement these tactics

• What will these tactics communicate

• Which of your target groups are these tactics designed for

• How often will these tactics take place

• Who will manage these tactics

• How will these tactics support one another

• What will your response time be to comments/ emails

Emarketing implementation planeMarketing Tactic: My Museums Facebook Page

Person Responsible: Marketing Manager

Tool: Facebook

Description: A social network to bring fans and supporters, visitors and friends of My Museum together, to share information, links, news, opportunities, and events with one another.

Objective: Facebook page to create an online community of supporters, to communicate news, exhibitions and events, start conversations and discussions about heritage in Scotland and engage people in a light and friendly way.

Required Completion Date: January 2011

Resources Needed/ Acquired: N/A

Audience Group(s): -Local Teenagers (14 years to 19 years)-Local Adults (20 years plus)-Cultural Organisations -Tourists -Visitors to the Museum

Update Frequency: Minimum of 3 posts per week.

Tactics Linked to: Website, eNewsletter, Postcards

Response Time: Comments:Response within a day (week days)Response within 2 days (weekends)

Date: DD/MM/YY Comments: 4/12/2010: Facebook page needs a good photograph for the profile picture.

Date: DD/MM/YY Status: 03/12/2010: Attended a workshop on social media to understand how to establish an effective page. 04/12/2010: Set up a Facebook profile for the museum.

Exercise five

Workbook: ‘eMarketing Implementation’

website

SEOKeywordsPage TitlesSite Maps

Social mediaFacebook PageTwitter Stream

Flickr , Youtube, Blog

LinksMuseums

Tourist attractionsLocal shops

Web DesignCall to Actions

PhotosVisitor Comments

eNewsletterBi-monthly to visitorsBi-monthly for schools

AnalyticsMonthly review – Google, Facebook,

eNewsletter

Emarketing Strategy

Once Everything is linked together….

Are you actually going anywhere?

Insights into Your Audience

Web Analytics is a great way of capturing data, you would not normally be able to capture, on your online audiences.

- How they got there and where they came from.

- What pages they went to.

- What they clicked, downloaded, viewed.

- What they bought.

- How they interact with you.

What data?

How to use web analytics effectively

Do most people visit your site at particular times?

Which pages are most popular?

Do your readers browse more than one page before leaving?

What is the average length of time your readers stay?

Do your readers come from search engines?

What pages are primary exit pages for your site?

Who is linking to you?

Landing Pages Vs. Exit Pages

Top 3 Landing Pages • www.mymuseum.com/homepage

• www.mymuseum.com/whatson

• www.mymuseum.com/localthingstodo

Top 3 Exit Pages • www.mymuseum.com/homepage

• www.mymuseum.com/whatson

• www.mymuseum.com/aboutus

What Now?

3 Areas for Improvement

1. Reduce the Bounce Rate from homepage (66%)

Conduct a quick DIY usability test

Re-evaluate AIDAS

Ask followers on facebook what they like/dislike.

2. Increase the average amount of time spent on the website (current 1.53mins)

Evaluate impact of dynamic content i.e. youtube videos or podcasts

Evaluate content for exhibitions and what’s on guide

3. Promote ‘Current Exhibition’ and ‘What’s On’ web pages more effectively

Evaluate SEO

Re-evaluate offline marketing

Evaluate Social Media linking

Heading off into the sunset….

Only to return again!