Fam Presentations

How to Make the Most Impact with Social Media Marketing –

and How to Get Started

Mathias Bergendahl Certified Association Executive

PanelistChristina Lane

Marketing & Communications Director

Over 47 million members in over 200 countries



Over 200 million members across the world





Every minute, ten hours of video is uploaded to YouTube.

Communicating with Your AudiencePast Versus Now

Speak To

Web 1.0

Engage With

Web 2.0

Next: Web 3.0

What Enabled the Change?

Social Media

Wikipedia on Social Media:Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives.

Social media can take many different forms, including text, images, audio, and video.

Available Social Media Platforms

Social Media

Communication

BlogsSocial

NetworkingMicro-Blogging

Multimedia

Photo Sharing Video Sharing Livecasting

Testimonials

Consumer Reviews

Social Media

Communication

BlogsSocial


Multimedia


Testimonials

Consumer Reviews

Blogs

Communication • Multimedia • Testimonials

Three Blog Solutions

Simplicity Price Features

Wordpress.com Very Easy Free Limited

Wordpress.org Intermediate Moderate Unlimited

Website Integrated Blog Depends on Vendor

Moderate to High

Limited

Social Media

Communication

BlogsSocial


Multimedia


Testimonials

Consumer Reviews

Social Networking


Social Media

Communication

BlogsSocial


Multimedia


Testimonials

Consumer Reviews

Micro-Blogging


Social Media

Communication

BlogsSocial


Multimedia


Testimonials

Consumer Reviews


Photo Sharing

Social Media

Communication

BlogsSocial


Multimedia


Testimonials

Consumer Reviews

Video Sharing


http://www.youtube.com/watch?v=PpZfmlFiolQ


Sample Story Ideas

Preview of upcoming exhibitInterview with a CuratorCommunity Connection

Description of Education ProgramsArtifact/Artwork of the WeekThis Month in Florida History

Video Sharing

Social Media

Communication

BlogsSocial


Multimedia


Testimonials

Consumer Reviews

Live Casting


Social Media

Communication

BlogsSocial


Multimedia


Testimonials

Consumer Reviews

Consumer Reviews


Ratethismuseum.com

Selection of Platforms

Don’t Spread Yourself Thin

Pick Platforms Based On

Cost

Awareness

Target Audience

Difficulty Level

Brand Integrity

Reach

Top Ten Reasons to Engage in Social Media

1. Audience Development & Loyalty

2. Word of Mouth

3. Free or Inexpensive

4. Event Marketing

5. Feedback & Opinions

6. Be the News Source

7. Effective Communication to Buy Mind Space

8. Professional Connections

9. Interact & Monitor

10. Spreading the Word through non-media sources

Social Media: Essential Component of Marketing Mix

A changing media environment: Fewer television news crews and available newspaper reporters

Before: Reliance on traditional news outlets

Now: Publicity through social networks

Before: Lack of outlet for multimedia

Now: Video and photo sharing through YouTube and Facebook

Marketing

Sales Promotion Advertising Public Relations

Action PlanDefine purpose of each social media platform

Syndication Link

Blog

Integrated Approach to Social Media:

Treat every platform as your first handshake with a potential visitor or donor

Website

Social Media =

Virtual Cocktail Party

Choose Your Content CarefullyAvoid content through which consumers and other professionals may obtain a negative perception of you.

Opinions – Politics – Religion – Online Groups and Associations – Humor – Pictures

Guilty by Association

Your Online Content May Last Forever

How to Damage Your Reputation in Eight Easy Steps

1. Branding Yourself as a Fan of Playboy Magazine2. Enough with the FaceBook Quizzes3. Online Photo Album 101: No, I don’t want to see your Speedos4. Use Platforms for Both Business and Pleasure5. Cyber-TMI: Finding a Balance of What You Share6. Tell Them Like It Is!7. Want to Be My friend?8. Nobuddy Cares About My Speling

Social Media Time Managementfor Museum Staff

1. To Be or Not to Be On Social Networks2. Avoid Mixing Business and Pleasure3. Set Goals, and Enter to Execute4. Define the Purpose of Your Networks5. Limit Your Time

Social Media Time Managementfor Museum Staff

6. Manage Your Tweets and Updates7. Be a Resource, Not a Chatterbox8. Publish Once, Appear Everywhere9. Allow Readers to Subscribe to New Blog Posts10. How to Avoid Time-Consuming Research for Story Ideas

Social Media Policy

1. Define the purpose of social media2. You’re responsible for what you write3. Be yourself4. Make content suitable for your audience5. Use good judgment when you participate in social media

Social Media Policy

6. Become part of the social media community7. Don’t violate copyright laws8. Define what you can share and what’s confidential9. Make sure your content is valuable10. Don’t waste time – be productive

Executive

Development

Marketing Curatorial

Publisher

Monitoring the Rumor Mill


Google AlertTwitter


PanelistChristina Lane

Marketing & Communications Director

Questions for Christina:

How long have you and your museum been engaged in social media?

What did you hope to accomplish by using social media when you initially began?

Which social media platforms is your museum currently using and how are you currently using them?

Can you describe what you’ve done to integrate your website with your social media platforms?

Questions for Christina:

Who’s in charge of your social media efforts and who’s monitoring the conversations at your platforms?

What tactics have you employed to grow the number of fans at your Facebook fan page?

What have you done to maximize your online exposure while minimizing the time you’re spending adding content to the platforms you’re using?

Do you have a success story to share?

Q & A

Please go to www.linkedin.com/in/mbergendahl to view

today’s presentationor

search for mathias bergendahl at slideshare.net

http://www.linkedin.com/in/mbergendahl