In 2010, the Guggenheim debuted YouTube Play. A Biennial of Creative Video, an experimental collaboration between YouTube and the world- renowned art museum. The initiative, presented with HP + Intel, set out to discover and showcase exceptional talent from the rapidly-growing realm of online video.

1. Case Study: Guggenheim Museum, New York
Using HootSuite Analytics to drive
campaign success
In 2010, the Guggenheim debuted YouTube Play. A Biennial of Creative
Video, an experimental collaboration between YouTube and the worldrenowned art museum. The initiative, presented with HP + Intel, set out to
discover and showcase exceptional talent from the rapidly-growing realm
of online video.
The Challenge
The goal of YouTube Play was to reach the widest possible audience in a
period of just 5 months. Secondly, with this campaign the Guggenheim
sought to increase brand awareness and followers for their social
channels: the Guggenheim YouTube channel, Facebook and Twitter.
Adding a layer of complexity to YouTube Play was that the event existed
in two forms: online and as a physical installation in the museums
branches worldwide. Therefore, it was crucial that the Guggenheim
use a tool for this campaign that could integrate live events and digital
conversations with ease.
Another key factor in the successful launch of this campaign would
be audience engagement. To achieve this, first the YouTube Play team
needed a way to ensure that all content created by each partner involved
in the event was distributed over common social network channels. From
there, they would then have to be able to monitor engagement levels in
real-time to ensure the content was resonating with audiences. Because
of the short span of the project, they would also need the option of
adjusting the social messaging quickly and nimbly when necessary to
achieve campaign engagement goals.
HootSuite Media Inc.
Mobile Missions
The team leading YouTube
Play made use of HootSuite’s
user-friendly web platform
and iPhone app during
Guggenheim’s live event.
On the Go
Manage and schedule posts
to multiple social media
profiles such as Twitter,
Facebook, Foursquare and
more all from one app.
Download the free app and
use HootSuite on the go.
Guggenheim Museum, New York | 1

2. The solution
Using HootSuite Analytics, the Guggenheim’s YouTube Play team could
track the performance of all of their social messages relating to the
YouTube Play project. This meant they could make adjustments to their
messages in real-time, on the fly, to ensure their audiences were engaging
and responding to them online.
These results could then be used to measure success and establish
benchmarks that would further engage audience engagement.
With HootSuite Analytics, the museum could generate monthly campaign
tracking reports for their internal team to show various key updates on
YouTube Play, including:
• Monthly Facebook and Twitter follower growth
• Link tracking on key project announcements issued by the
Guggenheim
• Influencer ReTweets with follower metrics
• Referral links and top posts generated
• Custom URL results for directing traffic form third party apps to the
Social Reporting
The YouTube Play social
media team consisted of
representatives from the
Guggenheim Museum,
YouTube, and HP + Intel.
HootSuite Social Analytics
allow organizations to create
and share custom reports on
a daily, weekly, bi-weekly or
monthly basis so everyone is
up-to-date.
These results can then be
used to measure success
and establish benchmarks
that further promote
audience engagement.
Sign up for a free HootSuite
Pro Trial to try Social
Analytics and other
HootSuite Pro features.
museum’s website, Guggenheim.org.
The channel on YouTube.com/Play also encouraged people to share on
social networks, and featured a Twitter wall displaying live Tweets using
#YouTubePlay. The Guggenheim was also able to track their YouTube
channel and video views for YouTube Play, and encourage viewers to
share the video on their own social media channels.
Results
Over 5 months, the event generated over 23,000 submissions from 91
countries. The YouTube Play channel received over 24 million views.
Campaign Snapshot
24 Million views
105% more likes
YouTube.com/Play
Twitter.com/Guggenheim
23,000
Submissions
Powerful analytics tools, more ways
to measure, and customizable
reports: HootSuite Social Analytics
closes the loop between your social
messaging with real-time views into
campaign results.
81% more
followers
From 91 Countries to the
YouTube Play Biennial
HootSuite Media Inc.
Twitter.com/Guggenheim
Guggenheim Museum, New York | 2