Master MABAC A.A. 2017/2018 Università Ca Foscari di Venezia Part 1 The strategy. Federica Mariani

Transcription

1 Master MABAC A.A. 2017/2018 Università Ca Foscari di Venezia Part 1 The strategy Federica Mariani info@federicamariani.it

2 CV Federica Mariani Master MABAC 2008 Journalist Social Media Manager Curator of art exhibitions

3 Overview Communication (press kit) Social Media Strategy Technical tools for Social Media International best practices

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5 Communication for cultural institutions The changing role of museums The competitors: other museums and leisure actors Develop a brand Audience development Key resource = strategic communication

6 How to make a press kit Press release with basic information High definition images Videos Biographies and history Critics and academic text

7 How to write a press release Must be straightforward Keep it simple The Five Ws: Where? What? When? Who? Why? Need a hook Include your contact information Make sure it s newsworthy

8 How to circulate a press release Target list Local and national websites and newspapers Find the right journalist Media Outreach Event pages

9 Never Use slang Send a press release without proofing it many times Send mass media outreach s Just remember: Writing and distributing press releases is something you should do on a regular basis

10 Key things Strategic communication is crucial Tools: press kit, press release, videos and photos Keep in touch with journalists and bloggers Social Network Combine internal and external communication

11 The future of museums is about attitude (not technology)

12 Social Media Strategy Collaboration Employee Engagement Marketing

13 Business and Social Media Strategy CUSTOMERS ANALYSIS VALUE PLANNING RESOURCES OBJECTIVES RELATIONSHIPS

14 SOCIAL MEDIA STRATEGY - FUNNEL START HERE BUSINESS MISSION BUSINESS GOALS DEPARTMENT GOALS NOT HERE SOCIAL MEDIA GOALS SOCIAL MEDIA TACTIS METRICS

15 LISTEN LEARN DEFINE ENGAGE SOCIAL MEDIA STRATEGY MEASURE CONTROL PRIORITIZE DEVELOP

16 How do you develop social media strategy? Identify goals that meet your museum s needs Identify management & staff engagement Choose the right platforms Create a tactical roadmap Articulate how you define success

17 LISTEN PLAN STRATEGY TOOLS Social Media Plan Locate visitors and their social activities Define business objectives How and where will you do it? Decide the social tools Look for small, focused audiences How can your brand's strenghts be extendend online? How will relationships with visitors change? How will you monitor activities and measure success?

18 What are your objectives? To develop a community To create a brand identity To enhance marketing and communication To interact with the audience To diffuse your collections (contents) To provide a visitor services Understanding what success and failure look like is the key to knowing if you have achieved both

19 Platforms used among cultural institutions Blog 14% Instagram 14% Facebook 26% You Tube 17% Twitter 29%

20 Cultural institutions and social media strategy specif targets and goals social media strategy document social media policy documents

21 Case study: Australian Museum of Science A collection of over 18 million natural history objects Temporary exhibitions Science Research Institute

22 The Australian Museum of Science Social Network from 2007 More than 54,000 likes Videos with 1,400,000 views 0 to 5 comments per post No sharing, no comments!

23 The Australian Museum of Science: Twitter and Youtube

24 The Australian Museum of Science: instagram

25 MOMA MoMA is fortunate to have built a total social footprint of some 7.5 million followers. From the beginning, our strategy has been to speak in conversational tone about our program, but not exclusively so we share interesting topics in the world of culture at large, and take the time to listen and respond. We try to give our followers special access to the museum s program and staff, whether through a curator-led live video tour of the galleries or a behind-the-scenes Instagram takeover by an artist. It s like being a good guest at a party we want to contribute to a lively dialogue in a constantly changing landscape (Kim Mitchell)

26 Winning social media strategy: Case study: MOMA 5 million followers on Twitter 2 million likes on Facebook 3 million Instragram followers

27 Moma s engagement

28 6 steps to enhance the audience The goal Know the visitors Engage and educate Multimedia solutions Reach visitors Recruit influencers

29 Things to consider What are the goals to achieve by using social media? Why use social media to implement your overall strategic plan? What are the contents you ll provide and what will from your community? What are the performance outcomes? How will you know if was worthwhile developing this? Who is/are the intended audience(s)? Who are the individuals authorized to speak on behalf of your organization?

30 Final Thoughts Prioritize web and new media programs in proportion to their impact on the mission of your organization Social media is not simply for engaging your audience. It is also large part of your organization s PR The goal is to create a successful social media strategy

31 Social Media Learning Experiences Daily contact with audience Conversations with visitors Guests learning experiences New educational opportunities

32 AUDIENCE CONNECTION Know your collection and subject matter Share what is relevant to lives Spark the memories of followers and stir their emotions Select platforms Post unusual information Provide links to followers Share your content using a variety of methods

33 Audience Connection Use a friendly voice in your posts or tweets, throw out the authoritative tone museums have been known to use Create and encourage conversations Ask your followers questions Respond to your followers, do not leave questions unanswered Prompt and friendly communication will result in audience members feeling a sense of importance and belonging to the museum

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