Likeable U: How #Museums Use #Niche Networks For Content Marketing
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Likeable U: How #Museums Use #Niche Networks For Content Marketing
- 1. How #Museums Use #Niche Networks For Content Marketing Likeable U May 15, 2012
- 2. Niche (nich): noun, adjective, verb 1. an ornamental recess in a wall or the like, usually semicircular in plan and arched, as for a statue or other decorative object. 2. a place or position suitable or appropriate for a person or thing: to find one's niche in the business world. 3. a distinct segment of a market. 4. Ecology . the position or function of an organism in a community of plants and animals. Dictionary.com
- 3. Niche Small Pinterest 104M LinkedIn 86M Google+ 61M Tumblr 42M blogs Foursquare 20M Flickr 15M Instagram 15M Source: Various
- 5. Why Tumblr? • An active, passionate community where sharing is encouraged • Tumblr loves photos • AMNH has tons photos taken by our talented, in-house Photo Studio • Could we engage with this community and generate excitement and awareness of the Museum through great photography?
- 6. Goals Become a go-to channel for science content
- 7. Goals Represent the complexity of the Museum and what goes on behind the scenes
- 8. Goals Foster a community of followers and ambassadors
- 13. Results In one year, we’ve: • Gained over 16k followers • Seen steady growth each week • Named one of the “10 Must-Follow Tumblrs for “Science Lovers” by Mashable • Featured in Tumblr Spotlight: Science and Museums • Consistently featured under “official” science tag
- 14. Find us on: Twitter @amnh Facebook facebook.com/naturalhistory YouTube youtube.com/AMNHorg Tumblr amnhnyc.tumblr.com Pinterest pinterest.com/naturalhistory Ustream ustream.tv/user/AMNH Google+
- 18. “Official” MoMA group on Flickr Joined Feb 2009 1,997 members 6,678 photos
- 34. Andy Warhol’s Screen Tests
- 43. Thank you!
- 44. Pinning Beauty: Sharing 5,000 Years of Art on Pinterest Pinterest.com/metmuseum
- 45. Why Pinterest? • A visual platform is suited to visual art • The network's growth allows us to reach new audiences • We have a wealth of content to share • Allows users to discover more on our website
- 46. A Thematic Approach Theme-focused boards allow users to enjoy works of art from a variety of cultures and time periods without feeling overwhelmed
- 47. Selecting Objects by Type Striking Swords: The Deadly and the Delightful
- 48. Selecting Objects by Motif The Radiant Peacock: Associated with royalty and symbolizing beauty, immortality and exoticism, the peacock has long been a favorite motif of artists
- 49. Novel Ways to Highlight Content Museum staff were invited to share personal perspectives on works of art in the 100-episode series Connections. This program translates beautifully to Pinterest
- 50. Beyond Images • Pin videos from YouTube and Vimeo • Share blog posts and essays—keep it visually compelling • Start conversations. Use @[user name] to reach a specific person • Take advantage of hashtags • Use Google Analytics and look into the growing arsenal of Pinterest-specific tools • Have fun! Frankly, it's difficult to avoid
- 51. Find us on: Facebook facebook.com/metmuseum Twitter @metmuseum YouTube youtube.com/metmuseum Flickr flickr.com/groups/metmuseum Flickr flickr.com/photos/metmuseum Foursquare foursquare.com/metmuseum
- 52. Contact @srhalligan: Susan Halligan, Halligan Consulting @vsamra3: Victor Samra, MoMA @amnh: Jessica Ulrich, American Museum of Natural History @jennettem: Jennette Mullaney, Metropolitan Museum