Building or Re-envisioning a Social Media Plan

Building a Social Media Plan WMA Annual Meeting | 2016

WELCOME!Building a Social Media PlanWMA Annual Meeting | 2016

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Does this sound

familiar?!

PanelistsBuilding a Social Media PlanWMA Annual Meeting | 2016

Georgina GoodlanderVisual Arts Director

Idaho Falls Arts Council

•  Performing & visual arts•  Approx 9 full time staff• Curates galleries & oversees

art and technology center• Dept of 1•  Former Chief of Media and

Technology at the Smithsonian American Art Museum

Charlotte PattersonMarketing Manager

Oakland Museum of CA

•  Interdisciplinary: art, history, and natural sciences of CA

•  Approx 150 staff, mid-sized• Oversees social media

management & strategy, paid advertising, promotions & partnerships, events mktg, content strategy & creation

• Dept of 4 (includes Comm Manager, Digital Comm Specialist & Director)

•  Team of 3 shares social media implementation duties & monitoring

Misha RayDigital Marketing Manager

The Mob Museum

• National museum of organized crime and law enforcement history

•  Approx 50, small–mid-sized• Oversees digital advertising,

social media, website management, and content creation

• Dept of 5 (includes PR & Mktg Manager, Coordinator, Graphic Designer & Director)

• Work flow: Coordinator drafts initial content & Misha oversees final content

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AgendaBuilding a Social Media PlanWMA Annual Meeting | 2016

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PART 1Roadmap to

building a social media plan

PART 2Integrated

Content Strategy and Creation

PART 3Advertising on

Social; SEO; FB Live; Snapchat

Q & A

Questions?

SO, WHAT ABOUT QUESTIONS?

We’d love to hear them! Tweet your questions throughout the session tagging #WMAsocial

Once Q & A starts, we will begin with those questions first.

WE ARE MARKETERS… SO WE LOVE FREE GIVEAWAYS!

1.  An “uncut” version of this presentation with panelists’ notes and talking points, including the tactical roadmap outlining the steps necessary to take when building a social media plan.

2.  A few social media messaging calendar template options that can be used broadly as a tool for editorial planning.

3.  Social Media toolkit examples.

Building a Social Media PlanWMA Annual Meeting | 2016

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PART 1Building a Social Media PlanWMA Annual Meeting | 2016

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PART 1Roadmap to


PART 2Integrated




Q & A

WHY?Building a Social Media PlanWMA Annual Meeting | 2016

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Social media won’t solve all of your problems… or everyone else’s

The ProcessBuilding a Social Media PlanWMA Annual Meeting | 2016

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Planning Strategy

Monitoring & Tweaking

Executing Strategy

Initiation & Discovery

Roll Out to Staff

Brainstorming & Playing with Ideas

Initiation & DiscoveryBuilding a Social Media PlanWMA Annual Meeting | 2016

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Planning Strategy


Executing Strategy


Roll Out to Staff



RECOMMENDED STEPS

1.  Do an audit in 2 parts: internal & external museum scan.

2.  Consult with stakeholders.

3.  Report on key insights to your small team.


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AUDIT CONSULT REPORT

AUDIT—EXTERNAL MUSEUM SCAN

1.  Identify 10–15 institutions to examine.

2.  Do a follower comparison and benchmark yourself.

3.  Do a content and channel comparison.

4.  Identify key insights.


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AUDIT—INTERNAL CHANNELS

Your internal audit should look at the following:

1.  Performance and growth

2.  Content strategy & integrated messaging

3.  Currently accessible & needed resources

4.  Metrics

5.  Your audience!

Note: there might be other things you want or need to look at!


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1.  Refine tone and voice on all channels to align with e-mail marketing and other external communications.

2.  Determine which types of content perform most successfully on each platform based on follower engagement.

3.  Focus on growing followers and increasing post engagement.

4.  Activate an analytics & scheduling tool that will help monitor and track growth for future insights and reporting needs.


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EXAMPLE: OMCA’S INTERNAL AUDIT TAKEAWAYS


CONSULTING WITH COLLEAGUES

1.  Ask them to share about their needs and wants.

2.  See where those needs intersect with your envisioned social media strategy.

3.  Set expectations for these consultations.


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REPORT KEY INSIGHTS TO YOUR TEAM

I highly recommend that you share key insights you’ve reported through this discovery process with your Marketing & Communications team before laying out your plan. Why?

1.  Your colleagues can be a sounding board.

2.  Your strategy will likely impact their work.


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Planning StrategyBuilding a Social Media PlanWMA Annual Meeting | 2016

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Planning Strategy


Executing Strategy


Roll Out to Staff


Planning Strategy

CLEARLY OUTLINE YOUR STRATEGY

1.  Write an all-encompassing plan document.

2.  Define your presence on social media channels.

3.  Determine your content mix.

4.  Make recommendations for changes to implement.


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Content Strategy

Channel Strategy

Brand Presence

Planning Strategy

SECTION 1: Overview and GoalsPurposeGoalsGuiding Principles SECTION 2: Core ChannelsFacebookTwitterInstagramYouTubeLinkedIn SECTION 3: Content StrategyContent MixVisual Content MarketingVideoEngagement SeriesInfluencer Marketing

(Content Strategy continued..)Live CoverageCorporate Sponsorship GuidelinesMembership, OMCA Store, and Donor Campaigns SECTION 4: Recommendations New Platforms and Strategies: Phase 1New Platforms and Strategies: Phase 2Cross-Department Collaboration & ParticipationImprovements to Current Presence SECTION 5: Next StepsPhase 1Phase 2Areas Needing Executive Level Support

APPENDIX


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EXAMPLE: TABLE OF CONTENTS FOR OMCA’S PLAN


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EXAMPLE: How OMCA defines presence on Facebook

Facebook is the next-generation newspaper

•  Fans are interested in curated news, local articles, and online projects

•  Platform to showcase and integrate Museum collections with relevant, timely content

•  Rich media are most popular and best performing forms of content

•  Opinion pieces get the most engagement and highest reach


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On Instagram, we saw low engagement with posts pre-promoting events using off-brand images and lineup-specific messages.

Therefore, we tightened up the requirements for image quality on Instagram, seeing that was a really important key to engagement success, and worked to better define our voice and tone for copy.

EXAMPLE: Changing content strategy on Instagram to increase engagement


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We also decided to change our content strategy on Instagram to highlight in-the-moment atmosphere & visitor experience at Friday Nights with live coverage.

The change in strategy resulted in a higher number of likes and engagement.


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EXAMPLE: How OMCA defines content mix on channels overall

Exhibitions30%

Original Content25%

Programs & Events15%

Core Galleries10%

Archives & Collections10%

Communications & Press Coverage

8%

Contests, Giveaways & Partnerships

2%Exhibitions

Original Content

Programs & Events

Core Galleries

Archives & Collections

Communications & Press Coverage

Contests, Giveaways & Partnerships

Note: this content mix is subject to change based on engagement and other insights.

Executing StrategyBuilding a Social Media PlanWMA Annual Meeting | 2016

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Planning Strategy


Executing Strategy


Roll Out to Staff


Executing Strategy

RECOMMENDED STEPS

1.  Break up implementation into phases and put together a timeline.

2.  What supporting documents or tools will you need? Consider:•  Social Media Toolkits (resource for colleagues to use and share with external collaborators)•  Analytics, scheduling & monitoring tool•  Editorial Messaging Calendar•  Complaint/feedback response tree•  On-site signage for social calls to action•  Social Media Communication Style Guide


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Monitoring & TweakingBuilding a Social Media PlanWMA Annual Meeting | 2016

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Planning Strategy


Executing Strategy


Roll Out to Staff



LISTEN AND RESPOND

1.  Find the right analytics tool. Things to consider: •  Cost•  Variety of analytics (which are most

important to you?)•  Publishing & monitoring capabilities•  Channels you can connect to manage•  Number of users

2.  Treat your plan as a living document.

3.  Report out!


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BrainstormingBuilding a Social Media PlanWMA Annual Meeting | 2016

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Planning Strategy


Executing Strategy


Roll Out to Staff


Brainstorming

TEST YOUR IDEAS!

1. Keep up on industry changes & what other institutions are doing.


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BrainstormingBuilding a Social Media PlanWMA Annual Meeting | 2016

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EXAMPLE: OMCA wanted to participate in Giving Tuesday (this was also a test), and tried to replicate a messaging strategy that worked well organically for our education program.

It didn’t work out as well, so we pivoted our strategy for the next campaign!

2. What works for one campaign might not work for another.

Roll Out to StaffBuilding a Social Media PlanWMA Annual Meeting | 2016

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Planning Strategy


Executing Strategy


Roll Out to Staff


Roll Out to Staff

RECOMMENDED STEPS

1.  Get approvals and support from your colleagues and upper management.

2.  Present to different departments and staff members.

3.  Invite others to participate and let them know how they can.


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PART 1Roadmap to


PART 2Integrated




Q & A

Build a Content Machine

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You don’t have to start from scratch—but a method behind the madness will help!

1.  Develop a system.

2.  Find your themes and pick your dates! Hint: followers love to hear about birthdays, anniversaries, and historical milestones.

3.  Leverage pre-existing or re-purposed content.


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Build a Content MachineBuilding a Social Media PlanWMA Annual Meeting | 2016

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Pair artists’ birthdays, holidays, and

anniversaries with collections objects!


Ways you can leverage pre-existing or re-purposed content

•  Identify what pre-existing content already exist that you can plug into without additional work (ex: OMCA’s internal “object of the week” email)

•  Writer’s block? Read the labels!•  Pull copy and images from an institutional magazine or e-newsletter.•  Don’t be afraid to look at something you posted the previous year to share again. People forget!

Or maybe didn’t see it the first time!•  Any press coverage or interesting articles that align with your messages? Share them!


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EXAMPLE: OMCA’s #ObjectOfTheWeek is

often a fan favorite


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Press coverage meets added-value content for followers


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Don’t be a total robot! Whether the post is scheduled or in-the-moment, allow your voice and

tone to exude the persona of your museum!

Balance scheduled posts with in-the-moment experiences

1.  Build content blocks to plug pre-planned posts easily.

2.  Be human and authentic. Share experiences as they happen.


Colleagues can help

1.  Encourage your co-workers to help collect content! Create content submission forms so that colleagues can submit ideas or other stories easily to you.

2.  Formalize an ambassador program for mutually successful experiences.


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Integrate Other Digital Marketing Platforms

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Integrate Other PlatformsBuilding a Social Media PlanWMA Annual Meeting | 2016

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Have a blog? Link to your posts!

Integrate Other Platforms

Align messages with e-news & drive traffic with cross-promotion


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Align messages with e-news & drive traffic with cross-promotion


Include an e-news signup on your website (or Facebook page) and have a fun automated confirmation email that includes links to your social channels!

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Newsletters


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Be creative! EXAMPLE: #WrightChallenge


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Blog

News Ticker

Editorial Calendars

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Editorial Calendars

Different ways to organize editorial calendars:

1.  Use a weekly posting schedules to stay on top of the work.

2.  Schedule a weekly messaging meeting—either at the end or beginning of the week.

3.  Map out a long-term editorial calendar to look at the bigger picture. Try doing this quarterly!


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Editorial Calendars

EXAMPLE: Use weekly posting schedules to stay on top of the work


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Editorial CalendarsBuilding a Social Media PlanWMA Annual Meeting | 2016

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EXAMPLE: Map out a long-term editorial calendar for the bigger picture


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PART 1Roadmap to


PART 2Integrated




Q & A

Advertising on Social

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Advertising on SocialBuilding a Social Media PlanWMA Annual Meeting | 2016

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ADVERTISING ON FACEBOOK IS EASY AND DOES NOT REQUIRE A LARGE BUDGET.

If you have an event, exhibit, or other kind of program coming up and you want to reach a very specific audience, Facebook advertising is a great fit. To take that a step further, if you have extraordinary imagery, Instagram may be the right fit for your ad.


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The Options:

•  Advertising on Facebooko  This option gives you great targeting ability and a relatively low expense.

•  Advertising on Twittero  If there is a specific hashtag that you would like to get involved with, Twitter ads can be a good

option. Word to the wise: Getting involved in an over-saturated hashtag can lead to minimal results and visibility.

•  Advertising on Instagram

o  With outstanding imagery on Instagram, your ad has potential for great results.


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The Basics:

•  Advertising on Facebooko  Quick tips: Upload email lists when appropriate; target carefully; keep mobile in mind.

•  Advertising on Twittero  Get your message pared down to 140 characters or less. Choose your efforts on Twitter wisely.

•  Advertising on Instagram

o  Your imagery has to be truly outstanding and appear to be organic in their feed. Instagram users are very discerning when it comes to photo content. But, target correctly + great imagery = good results.

Social Media + Search Engine Optimization (SEO)

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THE ACRONYM SEO CAN BE INITIMIDATING. BUT HERE’S A SECRET—IT DOESN’T HAVE TO BE!

Even if you don’t know how to edit a website, or if your organization doesn’t advertise on Google, you can make great strides toward improving your Museum’s online presence with a few simple tips.

If you do advertise on Google, these tips will help enhance your existing efforts.

Social Media + SEO

Social Media + SEOBuilding a Social Media PlanWMA Annual Meeting | 2016

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The Basics:

•  SEO: Search Engine Optimizationo  Your SEO efforts help determine how often and how easily people find you online.

•  Keywords, keywords, keywordso  Identify keywords that make the most sense for your Museum and use them as often, in as

many locations as you can. That means: Use your keywords on social media, too! •  Link to your website as often as it makes sense

o  Your SEO efforts help determine how often and how well people find you online.

•  Guest reviewso  The reviews you receive from guests don’t just benefit you by letting people tell you how great

you are—they improve your SEO.

Social Media + SEOBuilding a Social Media PlanWMA Annual Meeting | 2016

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EXAMPLE: Keywords

Don’t: Do:

Tackling Facebook Live + Snapchat

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Tackling Facebook Live + SnapchatBuilding a Social Media PlanWMA Annual Meeting | 2016

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JUST WHEN YOU THINK YOU HAVE IT ALL FIGURED OUT, THEY THROW YOU A CURVE BALL!

New platforms will continue to pop up as time goes on. The question remains: Which platforms are worth your time? When should you make the decision to move forward on a new platform? How do you go about creating a strategy?

Tackling Facebook Live + SnapchatBuilding a Social Media PlanWMA Annual Meeting | 2016

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The Basics:

•  Facebook Liveo  It is exactly what it sounds like: LIVE. You have to over-prepare for Facebook Live because you

have no control over your surroundings. Prepare your subject, test your connection and equipment, and have a calendar prepared with topics you’d like to cover.

•  Snapchato  Snapchat is not as snappy as it sounds. Snapchat, like any other social platform, will require

more of your time than you anticipate.

Tip: Set up calendar for three months of content ideas just for Facebook Live and Snapchat, and then evaluate whether or not that time commitment is feasible for you and your museum.

Q & ABuilding a Social Media PlanWMA Annual Meeting | 2016

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PART 1Roadmap to


PART 2Integrated




Q & A

Contact Us!Building a Social Media PlanWMA Annual Meeting | 2016

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Georgina GoodlanderVisual Arts Director

Idaho Falls Arts [email protected]

Charlotte PattersonMarketing Manager

Oakland Museum of [email protected]

Misha RayDigital Marketing Manager

The Mob [email protected]

Thank You

Government & Nonprofit

Building or Re-envisioning a Social Media Plan