Museum Social Media Strategy - Marketing EDGE...• Average engagement rate: 915.686 % increase •...
Transcript of Museum Social Media Strategy - Marketing EDGE...• Average engagement rate: 915.686 % increase •...
Museum Social Media Strategyon a shoe-string budget
The Process• Perform audit of NOMA’s social media presence
• Perform competitor analysis
• Poll staff
2017 Growth• Facebook
• Weekly total reach: 515.266 % increase• Growth: 13.574 % increase
• Instagram• Average engagement rate: 915.686 % increase• Growth: 30.333 % increase
• LinkedIn• Growth: 100% • 69 new employees
Departmental Goals• Curatorial
• Publicize exhibitions, acquisitions, special installations, new members of the department, new publications, et al.• Raise awareness around exhibitions traveling to other museums, specifically among membership• Build awareness of our partnerships with local institutions in creating exhibitions, reach awareness around new
audiences who may be interested in these efforts• Build awareness of related programs
• Lectures, walkthroughs, noontime talks, artist's perspectives• Raise awareness around permanent collection, galleries
• Raise awareness around our extensive European Art collection• Decorative Arts
Departmental Goals• Visitor Services
• Increase museum attendance• Awareness about Free Wednesday for residents• Awareness around permanent collection, museum offerings
• Programming• Increase programming attendance
• Friday Nights – raise awareness outside of members• Develop targeted audience strategies:
• Baby Arts Play, FN@N, families, teens, etc.• Incentives for Educator's Toolbox on website
• Publications/Design• Increase audience awareness of Arts Quarterly, e-blasts, website, event invitations
Departmental Goals• Library
• Awareness – book club, programs• Poets for Art• Edible Book day
• Events• Increase attendance (LOVE – younger audiences)• Raise awareness (Egg Hunt – new audiences)
• Sculpture Garden• Raise awareness around the Sculpture Garden as part of NOMA• Raise awareness around Sculpture Garden being open 7 days a week
Departmental Goals• Membership and Development
• Increase membership sales• Promote family memberships through family programs/promote programs and value of memberships at the same
time• Promote other institutional values of membership, not just exhibition benefits• Better promote memberships and giving opportunities to visitors to the museum
• Wednesday & Friday Night visitors• Grow and effectively promote Museum Month around town; collaborate with other museums in town• More effectively ask Sculpture Garden and museum visitors for gifts throughout their visiting experience• Increase contributing memberships
Marketing Goals• Build and facilitate online brand awareness
• Among current audience• Among new audiences
• Reach existing, diverse, untapped local audiences within the community
• Increase museum admissions
• Increase event attendance
• Position NOMA as “cultural convener”• Showcase diverse programming and events• Highlight progressive community partnerships• Tout Sculpture Garden• Influencer marketing• Bring museum director and curatorial into the spotlight
• Blog posts disseminated to social media
Strategic Direction
Channel-Agnostic Approach• Facebook -- A bulletin where we share information,
press, events and blog posts
• Instagram -- Evergreen or timely visual storytelling featuring user-generated content, art and exhibitions
• Instagram Stories – A detailed look at NOMA behind-the-scenes
• LinkedIn -- A place for employees to connect, building employee advocacy
Brand Voice/Persona• Facebook
• Informative – focus on business goals• Partnerships/Placements• Access to targeting• Events/activations• Regional/national• 3rd person/broad voice
• Instagram• 3rd person voice, somewhat informal• Influencer marketing• Local/regional
• Focus on local charms, City Park, Mid-City• Use of emojis
• According to AdWeek, posts without emojis had an interaction rate of 1.77 percent. In contrast, the engagement rate on posts with emojis was about 2.07 percent, and the average increase in absolute interactions for posts with emojis was 43 percent.
• Instagram Stories• 3rd person voice, informal• Humorous, playful• Use of emojis
Content Strategy
Content Pillars
Exhibition Awareness
Upcoming Exhibition
Awareness
Permanent Collection
Awareness
Events (education, programming, fundraisers)
Other (partnerships,
grants)
NOMA Awareness
(web content, museum shop)
Editorial Calendar – Key Dates
Content Pillars – Facebook Execution• Facebook: information, press, events,
announcements, blog posts• Frequency: 3 posts/week• Exhibition Awareness
• New at NOMA• Jim Steg• Regina Scully• African Art
• Upcoming Exhibition Awareness• East of the Mississippi• Personalities in Clay: American Studio Ceramics• Prospect.4
• Permanent Collection Awareness• Sculpture Garden• Decorative Arts• African Art
• Events• FN@N• Exhibition Programming• Youth and Family (Studio Kids!, StoryQuest, Art on the
Spot, Baby Artsplay!)• Japan Fest, India Fest• Movies in the Garden• NOLA Project• Fundraisers (Art in Bloom, Egg Hunt, LOVE in the
Garden, Odyssey Ball)• Education initiatives
• Teen Squad• Teen Interns• Docents
• NOMA Awareness• Web content• Museum shop• Library
• Other• Partnerships• Grants
Content Pillars – Instagram Execution• Instagram - @noma1910
• Frequency: 4 posts/week
Image of museum -exterior, interior, gallery, event,
sculpture gallery
NOMA Art of the Day
content series
Exhibition spotlight
User-generated content
HashtagsArt/museum/lifestyle hashtags#artmuseum#artofinstagram#artoftheday#acolorstory#livecolorfully#art#colorbright#colorhunters
NOMA hashtags#explorenoma#noma#nomaisforfamilies#besthoffsculpturegarden#sculpturegarden
Exhibition & event hashtags#steglife#newatnoma#innerjourneys#eastofthemississippi#LOVEINTHEGARDEN2017
Local hashtags#followyournola#neworleans#nola#alwaysneworleans#onlylouisiana#nolalove#livecolorfully#nolaart#nolastyle#iheartnola#showmeyournola#igersneworleans#igersnola#iheartcitypark#onlyNOLA#thatlacommunity#crescentcity#nolainspired#amournola
Additional Hashtags to Consider#landscape#photography#contemporary#sculpture#dronestagram#fromabove#fromwhereidrone#outandabout#kindofinstagram#familyfriendly#naturephotography#wanderlust#wanderluster#theknot#happilyeverafter#nolaweddings
#feedfeed#eeeeeats#flatlays#onthetable#ambfoodie#buzzfeast#huffposttaste#eaternola#rundat#healthandwellness#behealthy#flashesofdelight#thatsdarling#thehappynow#petitejoys
#arthitecturephotography#awesomeearth#travelingourplanet#bucketlist#beautifuldestinations#weekendvibes#lonelyplanet#mysouthernliving#natgeoyourshot#theprettycities#exploremore#finditliveit#liveauthentic#amblifeiscolorful#abmlovesmurals
TaggingArt/museum/lifestyle accounts@[email protected]@[email protected]@igpaintings@[email protected]@contemporary__art@[email protected]@sculpturepage@sculptrmag@arthistoryhaggards@art
Fine art@artobserved
Sculpture@sculptureartpage@sculpturmag@1001sculptures@sculpturegram
Local accounts@visitneworleans@friendsofcitypark@gonola504@yelpnola@iheartnola@amournola@louisianatravel
Contemporary art accounts@artfollowers@[email protected]@art_psycho@artreview_magazine@blouin_artinfo@ignant@[email protected]@artspace@artobserved@frieze_magazine@nowness@[email protected]@contemporaryartcurator@contemporary__art@contemporaryuntitled
Decorative art accounts@[email protected]@d.signers@dwellmagazine@dezeen@designmilk
Architecture, interiors@designboom@dezeen@dwellmagazine
Photography@magnumphotos@ignant@photographmag@lensculture@foam_magazine
[email protected]@toschoon
Instagram Takeovers• 92 percent of consumers trust peer recommendations over other forms of advertising*
• Influencers to “take over” NOMA’s Instagram account by sharing content taken by them/from their social media accounts, incorporating their individual style and perspective
• Impactful way for brands, individuals and influencers to collaborate and cross-promote content.
• NOMA takeovers• Leverage takeover opportunities with internal team, humanizing institution
• Teen Squad• Teen interns• Curator travels
• Goals & Metrics• Increase brand awareness
• Metrics: follower growth, reach, number of views, number of mentions on other channels, etc.• Engage the community
• Metrics: number of interactions (likes, comments, views, or direct messages), number of live viewers, etc.• Promote a product or an event
• Metrics: traffic to website, number of conversions, number of attendees, etc.
*Nielsen
Instagram Takeovers• Tactics
• Relationship development• Host influencer tours of exhibitions,
extend invitations to events• Attendees encouraged to post and
share social content during events• Partner with relevant influencers who align
with our brand goals• Meet certain criteria• Have an active, relevant and receptive
community• Promotion
• Announce on Instagram• Have infleuncer announce on their
channels, encouraging community to follow along
• Influencer provides Marketing Manager with content to post on their behalf
• 1 campaign/quarter
Instagram Takeovers
Instagram Takeovers - Results
Instagram - @nomamuseumshop• Separate Instagram accounts for museum shops seems to be a growing trend among museums, both locally and
nationally
Instagram Strategy - @nomamuseumshop • Goals
• Increase online sales• Increase awareness of shop• Establish space to regularly promote NOMA’s shop offerings• Feature NOMA’s publications
• Shop Persona• A stylish insider; polished, playful• Monochromatic imagery
• Strategy• NOMA will use cross-channel promotion on Facebook and Instagram to drive
traffic to the new account, promoting follower growth, and leveraging the museum shop as a destination
• Post frequency: 3-4x/week• Content buckets
• New items• Exhibition-related• Best selling• Catalog/book/NOMA publication
Paid Social Media Strategy
Facebook AdsSome Facebook advertising objectives include:
• Boost your posts• Send people to your website• Increase conversions on your website• Reach people near your business• Raise attendance at your event• Get video views• Increase brand awareness
Advertising Goals
Membership Fundraising EventsBrand Awareness
(visitors and locals)
Youth & Family (signups/ticket
sales)
Museum Programming –
Ticket SalesExhibition
Awareness
Ad Campaigns• Exhibition awareness
• Free Wednesdays awareness• Memberships: post-event
retargeting• Email newsletter signups• Event RSVPs
• Exhibition programming awareness
• Fundraiser awareness• Awareness campaign
• Local awareness ads, targeting visitors in tourist-heavy areas
Recap of August Facebook advertising metrics• A video ad promoting NOMA membership during Museum Month reached a total of
10,493 people, with an estimated ad recall lift of 10,493. Additionally, 92 people took an action, which in this case means they clicked through to the memberships page on our website.
• Total amount spent: $50.00• Through paid promotion, the LOVE in the Garden Facebook event page has
reached 8,180 people and received 304 event responses. The remainder of event responses have been through organic (not paid) reach. Currently, 110 Facebook users have indicated that they're going to LOVE, and 837 users are "interested" in attending the event.
• Total amount spent: $46.63• In August, Pride of Place ads promoting exhibition awareness reached a total of
52,585 people with an estimated ad recall lift of 4,860 and a cost per result of $0.04• Total amount spent: $188.83
• Pride of Place ads targeting the LGBT community promoting exhibition awareness reached a total of 25,049 people with an estimated ad recall lift of 2,400 and a cost per result of $0.04
• Total amount spent: $93.98• New at NOMA ads promoting exhibition awareness reached a total of 18,505
people with an estimated ad recall lift of 1,900 and a cost per result of $0.03• Total amount spent: $61.04
• Jim Steg ads promoting exhibition awareness have reached 22,117 people with an estimated ad recall lift of 1,990 and a cost per result of $0.03
• Total amount spent: $60.27• Regina Scully ads promoting exhibition awareness have reached 25,382
people with an estimated ad recall lift of 2,440 and a cost per result of $0.02• Total amount spent: $60.43
Questions?