Social media and promoting museum. Erasmus+ Key Action 2 - Strategic Partnership Program, Code: TR01-KA ; Museum Professionals

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1 Social media and promoting museum Erasmus+ Key Action 2 - Strategic Partnership Program, Code: TR01-KA ; Museum Professionals

2 Social media and marketing 2.0 Technology changes daily life The main changes concern communication and have a strong social impact Transition from a flow of communication top-down model communication to digital media revolution, characterized by : multimedia interactivity sharing The flow of communication is participatory and can start from the users (bottom-up model)

3 Mobile is Right here! Source:

4 Social media and marketing 2.0 Directions of change: - the crisis of general cultural formats - the diffusion of technology products for personal use - Internet The last step of this change is the spread of social networks. Definition: "Social media is all useful digital tools for the creation and dissemination of participatory communication flows between people. The technical assumption is in the Internet and, in particular, in the innovations introduced by Web 2.0" (Prunesti, 2010)

5 While marketers need to use a mix of social media platforms, Facebook still remains the must-have site. 54% of marketers rank Facebook as the most important social media platform 2014.

6 Social media and marketing 2.0 Main features of a social network (Di Bari, 2007): a set of relationships between individuals; a system potentially open to all; focus on participatory communication between people; friends of friends can be visible to others to facilitate the possibility of reciprocal relationships; useful tools to stimulate the interaction between members of the group The opportunity to participate and interact with the user creates a greater involvement in the individual that raises the awareness of play an important role, specific and different from that of other. But social networks are not all equal

7 Social media and marketing 2.0 Five basic needs that social networks satisfy: connect and socialize support (financially) promote (especially businesses and professionals) building be guaranteed Five trends in the use of social media: simplify and save time micro business profits sales activities multiplatform environments development of services for the identity and privacy

8 Social media and marketing 2.0 transition from Web 1.0 to Web 2.0 > information content are now characterized by the convergence (it is possible to manage different services through a single instrument), and the cross-media (a content can be conveyed through multiple channels of communication and can take different forms) cultural change, NOT technologic > spread of a participatory culture, made possible by simplifying the interface and the decrease in access costs the breaking point in this process is the role of the public, not only a spectator/consumer but active and conscious creator, personal

9 Social media and marketing 2.0 The long tail of digital communication : Coda lunga della comunicazione digitale

10 Social media and marketing 2.0 Changes in the marketing: Yesterday Advertising Focus on brand Make sure your customers will believe Who spend a lot, wins The domain of the 30-second spot The development is independent of the marketing Hide flaws and problems Today Evangelism Focus on consumer Be the first to believe you Who teaches a lot, wins The domain of word of mouth Development and marketing are inseparable Transparency in the conduct, ethics

11 Social media and marketing 2.0 Changes in the corporate communication: Principal goal Tools Problems Benefits Risks Advertising Traditional (web 1.0) Participatory (web 2.0) Web sites, banner, newsletter Selection and purchase of advertising space Direct control of content Not desired communication - spam Building of participate relationships Blog, social network, tag, feed Time required for the dissemination of messages Content spontaneous, transparent and engaging Difficult to intercept the target - the communication out of control

12 Samsung claims the picture was unplanned. "While we were a sponsor of the Oscars and had an integration with ABC, we were delighted to see Ellen organically incorporate the device into the selfie moment that had everyone talking. A great surprise for everyone, she captured something that nobody expected," the company said in a statement. Twitter conversations helped the Oscars net its highest TV audience since 2000, when 46.5 million watched the Academy Awards that year. They paid to put themselves in the right place at the right time," said Sharmin Kent, content marketing coordinator at Digital Relevance. "But it was a oncein-a-lifetime tweet.

13 Museums and the web 2.0: The museum, like every other business, has to seize the opportunities opened by this new type of communication to increase your audience and, therefore, to make an effective promotion of himself. Even the museums has a goal to increase their customers and thus increase their business. The need of focus on communication and the public. The museum is today a social body more than a place for conservation, and even the public is less visitors and more "interpreter" and "coauthor" of the museum experience. The spread of the Internet had already opened significant new opportunities for communication museum, thanks to the interactivity, multimedia, hypertext (see virtual museums). Toursphere app

14 Museums and social network: Some surveys in Australian Museum show that the use of social media is overhelming, mainly Facebook and Twiter followed by Pinterest. Kirsten Drotner,Kim Christian Schrøder Kirsten Drotner,Kim Christian Schrøder 2014,

15 Museums and social network :

16 On the social media Turkey is in the top.

17 As well on the Time spent of the social networks. So there is high potential.

18 Museums and social network : The benefits of using social networks to a museum are many : To overcome generational barriers and reach a young audience To transmits an modern and vibrant image of the museum Cheap economic investement (solution for chronic lack of resources) What can a museum with social networks? create an information campaign, immediate and rapid, to achieve a lot of consumers integrate and develop the promotional strategy "traditional", but also to act with "contingency plans" for a specific event create a community on the web, around the museum or a single event

19 Museums and social network: Kirsten Drotner,Kim Christian Schrøder 2014,

20 Case study unity/community-rules/

21 Master plan for your museum. Discuss with your colleaques. Homework Marketing Social Media Product Price Promotion Place

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