SOCIAL MEDIA STRATEGY
From the Getty Museum Twitter Evaluation
Project Plan
1. Use Twitter as an external distribution channel/platform for delivery of digital media about the Museum’s collection, exhibitions, and conservation activities.
2. Provide Museum-produced resources and information about initiatives and projects directly to a virtual audience worldwide.
3. Increase access to the Museum's rich educational interpretative material by providing entry from a mainstream, popular Web site.
4. Deliver content to mobile devices. Twitter includes a special mobile view; getty.edu allows only certain content for download to mobile devices.
5. Reach our current audience on a personal platform. Rather than depend on users to come to getty.edu for educational Museum content, bring rich, browsable snippets to them on a regular basis.
6. Deliver content that is not covered on getty.edu.
7. Drive traffic to getty.edu. While there will be a limited number of resulting hits coming directly from Twitter, each will make a user aware of the site and create the potential for future return visits.
8. Community building. Twitter offers a method for visitors/users to comment/weigh in.
9. Utilize delivery/communication tool in a two-way manner—not simply to push out content, but also to engage with audience and followers by following, listening, and conversing. Participatory interaction encourages a positive attitude and loyalty.
10. Give the Getty Museum a fresh tool/maintain currency.
11. Target new audiences, such as youth/digital natives.
By the People, For the People: MCN2013, Digital Strategy Workshop
With @Meowius @DanaMuses @MuseumofEmily
https://docs.google.com/presentation/d/14bepROX0UQvoYL3Q87np7zXbfAS6j_5NBnTNMq5pbrA/edit#slide=id.p
Digital Benchmarks: developed by collections trust to provide a simple tool for assessing the many dimensions of digital in an organization http://bit.ly/culturebenchmarks
1. Strategy
2. People
3. Systems
4. Digitisation
5. Content Delivery
6. Analytics
7. Engagement
8. Revenue
Why benchmark? Celebrate successes, identify weaknesses, advocate for funding, bring people with you, be more strategic / holistic
· Source Nicholas Poole
A digital strategy is an actionable, shared cohesive plan for your digital activities as a whole that is updated regularly.
Everything is digital now: branding, fundraising, collections, publishing, research, exhibitions, audience engagement, interpretation, PR & marketing, education, membership, games and media
A digital strategy answers big questions:
· What’s out voice?
· Who is this for?
· Who are we?
· Why are we doing this?
Digital Engagement Framework: What do we have? Where do we want to go?
· A framework based on a structured set of questions that provide the building blocks for a digital engagement strategy
· Created by Jasper Visser and Jim Richardson
· Digitalengagementframework.com
Engagement strategy?
Bridges the gap between What you have to offer (assests) and the people who might be interested (audiences)
Think of the assets – reach – audience – engagement (metrics, channels, guidelines, trends, vision, objectives
(Digital) Strategy:
Focus on Who we are, who we serve, what we are trying to achieve…and then how digital can helps us accomplish those goals
Why use the DEF?
- to help ask the right questions, of the right people, at the right time
- it can help you, bring stakeholders together, take inventory, improve your understanding of the key ingredients, connect the dots
o Assets: what do you have to offer to convince ppl to pick you?
o Audiences: who do you reach? What new groups would you like to reach?
o Vision: What sentence would make your heart sing if you heard an audience member say it after an experience with your museum
o Pick one of each
Phases of Engagement
Reach
- Where will you go to find your audience?
- How will you use your assets to connect with the audience on this platform?
Interest
- What can you offer to keep your audiences interested?
Involve
- How will you invite audiences to participate?
- What will you ask them to do?
Activate
- How will you activate fans?
- How will you turn fans into advocates, by encouraging them to share their enthusiasm with others?
Reach
- Where will you go to find this audience?
Audience
Engagement (Interest > Involve> Activate)
- How will you make the first connection?
- How will you keep them interested?
- How will you invite them to participate?
- How will you turn them into advocates who share their enthusiasm?
Vision: How does your activity get you one step closer to this person saying the sentence you want to hear?
Asset
Design Thinking: Ideation and Implementation
What is Design Thinking?
Design Thinking is a mindset and methodology for reframing problems. It is centered around empathy with a user, collaborative ideation with your team, and rapid iteration.
Empathize
Reframe
Ideate
Prototype
Test
Build – Listen – Brainstorm
Does your business have a social media policy?
http://www.griffinlegal.com.au/does-your-business-have-a-social-media-policy/
Social media is now a part of our daily life. For a business, it can be a valuable tool for communications and marketing, but also presents some risks.
(…)
The advantages of having a social media policy, to both your business and your employees, include:
- specifying what is considered unacceptable behaviour, such as defaming, bullying or harassing a client, colleague or the business;
- identifying the consequences of breaching the policy, including disciplinary action up to and including termination of employment; and
- giving employers the power to protect their business in the event of a breach.
Having an effective social media policy in place may be the key in avoiding the damage to your business, your brand and your reputation that often follows when employees misuse social media.
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and Social Media
http://fr.slideshare.net/brianalpert/ga-and-socialmediametricsmcn2013-28608285?from_search=1
- Brian Alpert @balpert
- Elena Villaespesa @elenustika
- What can we do with Google Analytics?
o Who they are?
§ Audience
· Visits
· Demographics
· Optimization
· Behaviour (time on site, new vs. returning, bounce rate, loyalty, recency ,,)
· Technology (browser, mobile…)
· Segmentation
o Where are they coming from?
§ Search Engines
· SEO (keywords, Google rules)
· SEM (PPC campaigns)
§ Referring sites
· Usual
· Unusual Trends / Insights
· Create relationships
§ Direct / Other
· Banners
o What are they visiting?
§ Content
· Page views
· Top landing pages
· Key content areas
· Click path
· Internal search…
· Test, customise
o How are they converting/engaging?
§ Conversion (shop, tickets, membership, donations…)
· Email subscription
· Comments
· Sharing content
· Downloads
· Registration
· Optimise processes (funnels, page optimisation)
- Segmentation – by demographics: gender, age groups
o http://analytics.blogspot.co.uk/2013/10/the-rundown-new-products-and-features.html 5
- Segmentation - By device: desktop, tablet, smartphone
o Pages/visit
- UK visits by time of day
- Once upon a time… We just had websites…
- Today's landscape is a splintered collection of
§ New channels
§ Sublimely-named yet inscrutable metrics
§ A dizzying array of tools both free and paid
o Breathing new life into old questions
§ "Why is this important? “How do we know it’s working?“ "What do I measure?“ "What does that have to do with our program?“
- There is a systematic, step-by-step process
o Articulate your program’s goals.
o Decide strategies to achieve those goals.
o Decide tactics to pursue the strategies.
o Decide what and how to measure.
o Benchmark to get a sense of what’s normal.
- Articulating your goals is the hard part
o Sometimes your institutional goals
§ Aren’t precisely articulated.
§ “Aren’t articulated at all (!)
§ Are too broad to meaningfully measure.
- Your goal: storyteller
o Use data to tell a story
o Management loves stories
o They turn “So what?” into something that makes sense:
§ What was happening. What it meant. What you did. What’s happening now.
- Start by articulating specific goals
o Not too many!
o Express what your institution is trying to accomplish.
o Distill high-level goals into more specific sub-goals
§ “Increase influence” > “Become the definitive source on Smithsonian history
§ This makes it easier to identify strategies and tactics.
o Articulate goals & next steps on your own
o Work with management to redefine and finalize.
- Determine strategies & Tactics
o Strategies – the plans you make to achieve the goals
§ Employing social media is a strategy.
o Tactics – the things you do to advance the strategy
§ Producing a specific type of content is a tactic.
§ Individual channels (facebook, twitter) are tactics
o Per the example
§ Goal: “Become the definitive source on Smithsonian history.”.
§ Strategy: Increase engagement with history of the Smithsonian content.
§ Tactic: Make SI-history content more findable and measureable
- Decide how to measure your tactics
o Choose a few measurements.
o Trend them over time.
o Per the example:
§ Measure: segment history-specific content in GA
· Directories (site.edu/history)
· Dedicated content (site.edu/historyblog)
· Google Analytics custom variables
§ Apply history-content engagement metrics
· Visit frequency
· Visit depth
· Bounce rate for history.
- What’s "normal," anyway?
o You can’t set targets w/o benchmarks
o You need at least six months of data
§ Data fluctuates; is often seasonal..
§ Six months is just an opinion
§ It also depends on how much traffic your site gets..
§ Peer data is valuable, but hard to come by.
o Balance your targets with factors beyond your control:
§ Are the improvements you’re seeking known to be difficult to achieve?
§ What is the current status of your program (i.e., brand new, mature)?
§ How much resources will you have to devote to implementing tactics?
- "I Got 20 Retweets! Wait - Is That Good?"
o Regular benchmarking is especially important if you use free tools.
o Pull data regularly, or you may be out of luck.
§ Twitter and Flickr API’s limits 3rd party tools to 28 days of data.
o Listen to Dana!
§ Twitter for Museums: Measuring, Analyzing, Reporting (http://danamus.es/2010/04/01/twitter-for-museums/)
§ Start with baseline data: Followers, Replies, RTs, Clickthroughs.
§ Identify 3-5 peer institutions
§ Track at regular intervals.
o Some tools can generate these reports automatically, but compiling/trending them is still up to you.
- Keep it simple!
o Don’t do too much.
o Once you’ve selected your strategies and tactics, minimize the number of measurements.
o If they turn-out to be inconclusive, refine or change them!
o It’s an ongoing process.
- Case study: Smithsonian Archives
o Tweet your questions to Effie Kapsalis – @digitaleffie
§ Head of Smithsonian Archives (SIA) web and new media
o SIA is a smaller Smithsonian unit with a big mission:
§ “The Archives” mission is to document the goals and activities of the whole Smithsonian in its pursuit of increasing and diffusing knowledge, and exciting learning in everyone.”
§ “The Archives is also responsible for ensuring institutional accountability, and for enhancing access to the rich and diverse resources in its care.”
- Effie worked with Mgt. on Goals
o Smithsonian Institution Archives
§ Become the definitive source of Smithsonian history
· Strat/tactic: Increase engagement with SI history content.
· Strat/tactic: Create content about the SI’s history that’s easily repurposed by other units.
o KPI: Visit frequency, bounce rate and depth of visits for history segment
§ Illuminate the Institution as a research and educational catalyst
· Strat/tactic: Tell stories that highlight the Smithsonian’s role in education and research.
o KPI: frequency for blog segment
§ Expand audience awareness of, use of, and access to SIA collections and resources
· Strat/tactic: Increase representation of SIA Collections & Resources on popular resource websites
o KPI: Number of Wikipedia pages with SIA references
o KPI: Number of monthly favorites and comments on Flickr
§ Increase understanding of the diversity and relevance of resources and collections
· Strat/tactic: Increase share and quality of conversation about SIA collections and resources
o KPI: Facebook Insights engagement metrics
o KPI: Number of blog comments and shares
o They chose measurements (a.k.a. KPI’s)
- “Definitive Source of SI History”
o Strategy: increase engagement with SI history website content
o Tactic: make website history content more measureable
o Measurement: “High Visit Depth”
o Percentage of HISTORY visits was 94% higher than ALL visits
§ All visits 1.21% average for ALL visits
§ History-related visits 2.35% average for HISTORY visits
- “Increase understanding of the diversity and relevance of resources and collections”
o Strategy: Increase share and quality of conversation about SIA collections and resources
o Tactic: Woman’s History Month Social Media Campaign
§ Facebook Pinterest Tumblr
o Measurements
§ Visit Frequency for all visits vs. “WHM social” visits
§ SM referrals compared to previous year.
§ Facebook Insights engagement metrics.
§ Number of blog comments and shares
- SIA Women’s History Month Campaign
o Social media website visits are "streaky" – they reflect daily activity
o WHM segment exhibited higher percentages of moderate (2-9) and high (10+) visit frequency
o Peaks as much as 2-4X higher
o Referral traffic from the targeted social media sites increased by 52%
- Social Media Metrics
- Selecting social media metrics
o Available time and resources affect what metrics you choose
o Social Media metrics tend to fall into three categories:
§ “Quantity of Stuff” metrics
§ “Quantity-Plus” metrics
§ More advanced, trendable metrics
- “Quantity of Stuff” metrics
o No actionable data
o Scope and context
o Growth / acquisition strategy
§ Number of Followers: FB, TW, Instagram, Pinterest
§ Number of “Likes”: FB Pages, FB Content, Instagram, Pinterest, FB post views