Social Media Marketing Plan
SOCIAL MEDIA MARKETING PLAN
This plan includes the tactical objectives to be used to accomplish the following social media goals: 1. 2. 3. 4. 5.
Improve overall visibility Reach new audiences Build more meaningful relationships with current supporters Increase general and event attendance Raise more funds by utilizing the peer-to-peer nature of social media
Table of Contents Tumblr ............................................................................................................................................................................. 3 Facebook ......................................................................................................................................................................... 4 Twitter ............................................................................................................................................................................. 5 Pinterest .......................................................................................................................................................................... 6 Instagram ........................................................................................................................................................................ 7 Vimeo .............................................................................................................................................................................. 8 Summary ......................................................................................................................................................................... 9 Examples ....................................................................................................................................................................... 10
ART MUSEUM | SOCIAL MEDIA MARKETING PLAN | 2014
KRISTINA M. RIDEOUT
Tumblr Short Term Objectives;
Increase Recognition o 2 posts per week from various staff members o Include social share buttons Increase Engagement o Transition to a more interactive blogging format o Encourage comments, likes, followers o Utilize guest bloggers Increase Staff Participation o Create a monthly blogging schedule o Discuss and assign content topics ahead of time
Blogging Strategy: Tumblr is a social network and short form blogging platform that began in 2007. It is uniquely suited to visual art as it puts an emphasis on the sharing of images and multimedia. This site gives arts organizations the ability to write traditional blog posts while also highlighting works from the collection, current exhibits and relevant goings on in the art world. Tumblr is a free site that offers numerous attractive design layouts at no cost (premium and custom designs are available), the ability to share posts easily across the web and other social media sites and best of all, a built in network. Tumblr users are able to follow, like and repost any blogs they choose and often find new blogs through the use of post tagging. Tumblr would allow the Art Museum to maintain a formal blog while also interacting with the rest of the art world. Quick Tumblr Facts: Number of blogs: 2 million Number of posts: 80 billion Number of signups per day: 100K + Examples of Art Museums on Tumblr: Hammer Museum Mass MoCA SF Moma New Museum U of Michigan Museum Arizona State Art Museum RISD
Art Publications on Tumblr: Paper Magazine Bomb Magazine Hi-Fructose Magazine NY Arts Magazine Fine Line Magazine Hyperallergic Other Art Related Tumblrs: Christie’s Auction House Art21 Smithsonian Archives Robert Rauschenberg Foundation
KEY METRICS:
Number of posts Number of social shares Number of likes/reblogs Audience growth Conversations Followers/Subscribers Website traffic
THE ART MUSEUM AT UK | SOCIAL MEDIA MARKETING PLAN | 2014
KRISTINA M. RIDEOUT
3
Facebook Short Term Objectives;
Mix of relevant links, engaging content, images & videos Promote upcoming events 1-2 posts per day Engage with fans/friends
Facebook Strategy:
The primary objective for the Art Museum Facebook is to develop a presence and interact with friends and followers. In order to achieve this, there must first be a change made in the way the two current Facebook pages are used. The museum currently has an organization page, which individuals can like and/or follow. It also has a personal page, which functions like a regular personal Facebook page, and allows you to be friends with others. The limitations of the organization page are that it only allows the museum to comment/post/interact with others on its own page. Facebook does not allow business/organization pages to comment as such on other people’s pages. Therefore, the personal page is necessary. The museum currently uses both pages the same way, and posts the same content to each. An easy way to solve this problem, and in turn use Facebook its highest is as follows: Business/Organization Page – Art Museum at UK – This account posts the majority of the content, events, and links. Personal Page – Art Museum Staff – This account is used to comment on the pages of friends and other organizations, to connect with others, and be the social part of the social network. A set number of staff members could have access to this page in order to talk with others, answer questions, etc. The other advantage of a separate personal page is that it gives others the ability to tag the museum photo posts, which is not possible with the organization page. An excellent example of this in action is our local newspaper, Ace Weekly. There are two Ace Weekly Facebook pages – a business page which posts all of the content I listed above, and a personal page which functions as the editor’s page. On this page she posts fun updates, talks to friends, and comments on other’s status updates. The current practice of cross posting the same exact content to both pages is counterproductive and instead of promoting engagement, instead becomes annoying to people who follow both pages. Repeated content is sure way to lose attention quickly in the world of social media. On Facebook it often leads to people choosing to hide posts or unfollow the organization all together. The brilliant part of the organizational Facebook page is that it comes with its own metric measurements called Insights which can give the museum direct information about who they are reaching, what content is clicking, when our fans are online, where they are coming to our page from and much more.
KEY METRICS:
Number of posts Number of post likes Number of shares Increase in fans/friends Conversations Increase in event attendance Website traffic
THE ART MUSEUM AT UK | SOCIAL MEDIA MARKETING PLAN | 2014
KRISTINA M. RIDEOUT
4
Twitter Short Term Objectives;
Promote content through Twitter Create lists and segment audience/influencers Communicate with local & art focused organizations Participate in relevant conversations Build reputation 1-2 original content posts per day 2-3 content retweets/2-3 conversation replies
Twitter Strategy: The purpose of the Art Museum Twitter account will be interaction. While it will of course be used to cross promote events, exhibitions, blog posts, and anything else that may also be featured on Facebook and Tumblr, the purpose of this platform is conversation. Things this account can focus on in order to become a successful platform for the museum:
Sharing other organizations and bloggers’ content. Content that enhances or relates to the work of the museum. Finding key influencers who can help improve our Twitter presence. Making an effort to engage with followers by thanking them, retweeting them and personalizing responses. Keeping track of content and generating reports each month to see what topics saw the best results. Integrating visuals – images and short videos help posts stand out in a newsfeed.
Unlike Tumblr and Facebook, a professional Twitter account cannot survive on a few posts a week. Twitter is a constant medium which requires regular daily check-ins. The best way to manage a Twitter account is to set 3-5 times a day where 10-20 minutes are spent catching up on the news feed, responding to followers, and retweeting content. While the museum may only post original content once or twice a day, it is this continual maintenance of the account which will make it successful. Once our followers know that we are around and interacting, they will pay more attention when we use the account to live tweet an event or ask followers to share information on an upcoming exhibit. Utilizing the hashtag function on Twitter is an excellent way to not only keep track of post reach, but also to create buzz around an event or the organization itself. Twitter will also be an excellent place to make sure we are integrated into all of the other University of Kentucky profiles, such as the main UK Twitter, the College of Fine Arts, the School of Art & Visual Studies, and the Arts Administration program. They will share our content and vice versa.
KEY METRICS:
Followers Mentions Retweets Retweet & reply reach Posts Website traffic
THE ART MUSEUM AT UK | SOCIAL MEDIA MARKETING PLAN | 2014
KRISTINA M. RIDEOUT
5
Pinterest Short Term Objectives;
Create boards leveraging both content and company culture Follow arts organizations, artists, non-profit leaders, universities, etc. 5 original content pins per week/15-20 repins per week
Pinterest Strategy: Pinterest is an invaluable visual resource for the museum to showcase its collection, promote the museum store, generate discussion, provide educational resources and collaborate with other organizations. In addition to the continuation of pinning art works onto genre specific boards, which the museum already does well with its account, Pinterest should also include museum content such as pins which link to events, exhibitions, pages on the website and blog posts/articles. The key here is to make sure that blog posts and content other than pure imagery is attractive and “pinnable.” An excellent example of this is organizations who create Pinterest specific graphics in order to link their content. These include eye-catching photography along with overlaid title. This practice prevents descriptions from being lost in the repinning process. See the following example:
Pinterest can be successful without being a time consuming social media activity. Spending 15-20 minutes, 2-3 times a week on Pinterest can create a good pace and enough content to satisfy followers. The peak pinning times are early evenings, and a Pinterest account is easily managed from a mobile app. Original content pins should be planned ahead and graphics created on a weekly or biweekly basis. Occasional sharing of Pinterest activity through the museum Facebook/Twitter/Tumblr accounts can help bring in new followers to the account.
KEY METRICS:
Follows Repins Likes
THE ART MUSEUM AT UK | SOCIAL MEDIA MARKETING PLAN | 2014
KRISTINA M. RIDEOUT
6
Instagram Short Term Objectives;
Share photos of events, installations, etc. Connect with audience and influencers Integrate photo sharing with other platforms
Instagram Strategy: The primary purpose for a Art Museum Instagram account will be to have one central location through which the majority of organization photos are shared. While the museum will likely still create photo albums on Facebook for professional event photos, Instagram can be utilized for “live” photography of events, installations, and general day-to-day happenings at the museum. These photos can be taken by staff members and interns. Instagram would give the museum a simple way to integrate visuals with live event coverage. Images from Instagram can be shared directly to Facebook, Twitter, and Tumblr, which saves time and shows consistency. Instagram also allows for the tagging of other people in photos (the same as Facebook) and hashtags. Visitors to the museum would be able to tag us in their photos, which we could then share. For events we could create special hashtags that would be utilized across all the platforms that support them – Facebook, Twitter, Tumblr, Pinterest, and Instagram to create more buzz and a unified total image. Top University Art Museums using Instagram:
Wolfsonian - FIU Rose Art Museum RISD Museum ICA Philadelphia Allen Memorial Art Museum (Oberlin)
KEY METRICS:
Followers Likes Views Tags
THE ART MUSEUM AT UK | SOCIAL MEDIA MARKETING PLAN | 2014
KRISTINA M. RIDEOUT
7
Vimeo Short Term Objectives;
Share videos of lectures and events Produce marketing commercials for exhibits & events Integrate video sharing with other platforms
Vimeo Strategy: The addition of video to the overall social media marketing strategy will be a key component for the art museum. Studies have shown that individuals are far more likely to click on a video than they are to read text, and that increased sales and participation are nearly guaranteed when videos are integrated into websites and social media profiles. Video enhances marketing in the following ways:
It Educates – Engaging an audience through interesting video content teaches them about your organization. It Promotes – Visual mediums do a better job of creating buzz around events, products and services. It Entertains – Showing your organization’s personality helps to you connect and convey your message.
While everyone is familiar with YouTube as the primary online source for videos, Vimeo is a much better choice for a professional arts organization for the following reasons:
Vimeo is a community of professionals mostly comprised of a niche group of art and film enthusiasts. It’s not as large as YouTube – around 70 million unique visitors a month – but it has a much more engaged and intimate network as a result. People are genuinely interested in quality on Vimeo. There is far less “junk” on Vimeo. The oversaturated nature of YouTube means it is littered with fluff, and as an uploader, you have no say as to what content shows up right next to yours in the search results. Vimeo has a much cleaner overall aesthetic, videos are larger and there is limited clutter around the frame, so the focus is squarely on the video itself. There are no advertisements. No banner ads, no commercials before the video starts. In order to provide the service adfree, there is a fee for Pro accounts, but it is well worth the $199/year cost for this luxury.
The fact that Vimeo has a smaller natural audience than YouTube would not have much effect on the museum. All videos would be disseminated throughout the other social media platforms, and Vimeo would serve mostly as a place to host the videos (for a very reasonable fee) on an attractive landing page within an art focused video community. Many art museums and organizations are using Vimeo successfully to promote education, exhibitions and events. The UK Art Museum would follow a similar path by filming ads for upcoming shows, presenting the videos of Robert C. May lectures, and putting together highlight videos of events.
KEY METRICS:
Video Views Likes and Shares Improved action/attendance
THE ART MUSEUM AT UK | SOCIAL MEDIA MARKETING PLAN | 2014
KRISTINA M. RIDEOUT
8
Summary Every day, social media’s influence grows and becomes woven into everyday life. This phenomenon is validated by the rapid adoption of social media technologies. Even more critical for nonprofits and arts organizations is the fact that social media usage is not limited to any one demographic. For nonprofits to capitalize on the opportunities in social media requires them to embrace that technology which allows supporters to engage with your organization unlike ever before. Communication has shifted from a monologue, where you broadcasted your nonprofit’s mission, to a dialogue where more and more your organization’s branding and positioning is controlled by your supporters and detractors. Competence in social media is becoming a critical component to every activity a nonprofit pursues in order to make an impact. At the core of social media are the social elements it enables. In short, it’s all about connections. To nonprofits, this is crucial as these tools help build relationships by relating to the personal interests and emotions of supporters, thus building stronger bonds.
The Art Museum beginning to refocus itself under its new director signals the perfect time to fully take advantage of the benefits social media marketing has to offer. The opportunity to create deeper and more meaningful connections within both the campus community as well as the city of Lexington is within reach by utilizing these platforms to their fullest capacity. The biggest obstacle for the art museum is visibility; an issue that with just a few months of targeted social media work, can start to become a thing of the past.
THE ART MUSEUM AT UK | SOCIAL MEDIA MARKETING PLAN | 2014
KRISTINA M. RIDEOUT
9
Social Media @ Work Instagram
Tumblr
The Hammer Museum San Fransisco Museum of Modern Art MASS MoCA Blanton Museum of Art University of Michigan Museum of Art School of Visual Arts BOMB Magazine Hi-Fructose Magazine NY Arts Magazine Hyperallergic
Vimeo
Facebook
The Rose Art Museum ICA Philadelphia Yale University Art Gallery The Davis Museum MOMA
Hammer Museum Allen Memorial Art Museum ASU Art Museum Carnegie Museum of Art Whitney Museum
Yale University Art Gallery RISD Museum Princeton University Art Museum Hood Museum of Art Cantor Arts Center at Stanford
Twitter
The Wolfsonian - FIU The Mead Art Museum ICA Philadelphia Harvard Art Museums Blanton Museum
Pinterest
Blanton Museum of Art SFMOMA Metropolitan Museum of Art LACMA American Art Museum
THE ART MUSEUM AT UK | SOCIAL MEDIA MARKETING PLAN | 2014
KRISTINA M. RIDEOUT
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