Small Museum Marketing. Tools & Tips for the Part-Time Marketer
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1 7D Small Museum Marketing Tools & Tips for the Part-Time Marketer
2 7D Small Museum Marketing Goals Practical tools and tips Answer Questions Share your tips & success stories Create a resource list
3 3 Heather Mellon, Independent Consultant Presen&ng on print marke&ng & blogging for Hayward Area Historical Society
4 Hayward Area Historical Society 4 Staff of 10 6 full &me & 4 part &me Marke&ng Coordinator posi&on created 2009 Added to Assistant Archivist s du&es Saw increase in member aiendance & awareness of organiza&on
5 Print Marke&ng 5 In- house Flyers Quarterly newsleier Postcards & invita&ons Newspapers Press releases Calendar lis&ngs Ads
6 6 Flyers
7 Flyers 7 Monthly Sent to members Lists all upcoming programs, events, exhibits Programs & events Also sent to members Dropped off at libraries, community centers, program partners Distributed by Educa&on Department
8 8 Newspapers
9 Newspapers 9 Press releases (free!) Sent to either local reporter or editor Include image Text in body of , not aiachment Best for exhibits or major events Calendar lis&ngs (free!) Best for programs, exhibits, events Ads HAHS averaged one a month in smaller papers
10 10 Blogging
11 Blogging 11 Partnership with Patch.com Broader reach, new audience Free, free, free Other blogging pla]orms: Wordpress, Blogger, Tumblr Blogging &ps Use pictures Keep it casual Make it fun
12 12 Thank you! Heather Mellon Independent Consultant
13 Social Media Marke&ng Small Museum Tools & Tips for the Part- Time Marketer Lindsey Kouvaris Curator of Exhibits and Collec&ons de Saisset Museum, Santa Clara University 13
14 What is Social Media? Par%cipatory online media that u%lizes a group to write and direct content, rather than a read- only media. Allows for direct contact between par%cipants. Facebook TwiIer Google+ Flickr LinkedIn Myspace Second Life Blogs Listservs 14
15 Why We Chose Facebook: Loca&on Located in the heart of Silicon Valley at the center of the Santa Clara University campus. 15
16 Why We Chose Facebook: Staffing 5 staff members; 3 full- &me, 2 part- &me 16
17 Why We Chose Facebook: Audience Fans = People who are already ac&ve Facebook users College students, arts professionals, members, faculty, staff 17
18 Why We Chose Facebook: Ease of Use Quick to update No character limita&ons Easy to add photos, links, and videos Manageable with available staff &me 18
19 Using Facebook Effec&vely: Mul&ple Admins It s important to give more than one person on your staff administra&ve capabili&es in case Your account is hacked You re on vaca&on You leave the ins&tu&on An immediate response is needed and you re not available 19
20 Using Facebook Effec&vely: Post Frequently Post when Fans are online: First thing in the morning: 9 a.m. Lunch: 12 p.m. 1 p.m. End of the work day: 5:30-6:30 p.m. Late in the evening: 10 p.m. If you want to be more precise, try pos&ng at different &mes of the day. Use your Facebook insights and reaches to learn when you had the most views. Post daily 20
21 Using Facebook Effec&vely: Variety of Content Promote upcoming events Celebrate accomplishments 21
22 Using Facebook Effec&vely: Variety of Content Share relevant events and interes&ng news Be personal every once in a while 22
23 Using Facebook Effec&vely: Variety of Content Don t be afraid to talk about what happens behind the scenes. Engage your fans through ques&ons, trivia, etc. 23
24 Using Facebook Effec&vely: Create Meaningful Posts Think more about engagement than your number of fans. When possible include Photographs Links Video Facebook privileges na&ve content, e.g. you ll get more mileage out uploading photos directly to Facebook rather than linking to your Flickr page. 24
25 Common Pi]alls Too much lag &me between posts Too many posts in a short period Repe&&ve posts Crea&ng too many event invites Too much self- promo&on Not replying to comments Not removing spam Relying mostly on automated posts (HootSuite, etc.) Being all professional all the &me Not claiming your vanity name ( 25
26 Ideas for Crea&ve Posts Behind- the- scenes photos Event set- ups Installa&ons Post- event photos Trivia drive fans to your website Interes&ng (and relevant) ar&cles/informa&on from newsleiers, other museum sites, etc. Promo&on for other community events, when appropriate What are some things your organiza&on has done? 26
27 Quick Tips U&lize Facebook insights to know who your fans are and what engages them. 27
28 Quick Tips Learn from your compe&tors as well as other organiza&ons in your field. 28
29 Quick Tips To claim your page vanity name: go to 29
30 Quick Tips Promote your Facebook (and web page) on everything! 30
31 Final Thoughts Regardless of the social media outlet(s) you choose to use, the goal is to engage your par&cipants in the crea&on, direc&on, and sharing of content. 31
32 Ques&ons? LINDSEY KOUVARIS Curator of Exhibits and Collec&ons de Saisset Museum, Santa Clara University
33 E-Newsletter Marketing Session 7D: Small Museum Marketing: Tools & Tips for the Part-Time Marketer - Quarter Deck Lynne Richardson, Museum Supervisor Hi-Desert Nature Museum, Yucca Valley
34 Staff of Four, Two Part-Time
35 Museum Visitation Up 50% Visitors
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38 E-Newsletter Marketing Assess Your Marketing Needs Newsletters Invitations Surveys Evaluate Your Monthly Sending Volume Monthly Pricing Pay-As-You-Go Pricing Other Price Considerations Image Hosting Archiving
39 Getting Started Look at the newsletters you receive - which do you like and why? Sign up for free 30 day trials with multiple newsletter companies (don t give credit info!). I use Constant Contact but there are many companies available to choose from. Try Different Templates Evaluate Ease of Use in Graphic Design
40 Getting Started Branding Uniform Look? Our museum changes look every month, the Tortoise Tales name is our brand Fun Facts & Special Interest Stories
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45 Maximize Potential Seminars and Online Tutorials Review Statistics to See What is Working
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48 Building Your List Don t Buy Lists and develop a policy that you don t share or sell contact information Offer Various Methods to Sign Up Website Home Page (Archive Past Newsletters) Social Media Museum Reception Desk Sign Up Sheets at Off-Site Events Unsubscribe Button a Must! Spam checkers and blocked s
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50 Relationships with Local Media Newspapers & Radio Find out which reporter(s) cover your museum and introduce yourself Contact local DJs and introduce yourself Call to invite them to events Put them on your e-newsletter list Build personal relationships when possible Invite radio to do remote feeds at your larger events
51 THE SMARTEST WAY TO DRAW A CROWD
52 52
53 53
54 Non-profit 3 staff Traveling Exhibitions - High Quality, Affordable Art History & Culture Natural History Exhibit Consulting Project Management Exhibit Development Tour Management
55 Host Venues - Exhibit Publicity Materials Exhibition highlights Press release Invite to cover Images w/credit Facebook/twitter postings
56 Priority of the 7 Key Marketing Elements 1. Brand Image 2. Website - weekly 3. enewsletter - every other month 4. Social media weekly 5. Networking " 6. Speaking engagements 7. Mobile marketing
57 Lexie Smith Kliebe Project Manager P.O. Box San Francisco, CA
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